You searched for by peter hochstein – Page 3 of 6 – Strategic Health Care Marketing

Search Results for: by peter hochstein

Quick—What Do Merged Hospitals and a Woman Stock Car Race Driver Have in Common? One Health Care Advertising Agency Found Plenty of Similarity

January 26, 2017

Notable Health Care Advertising // By Peter Hochstein // In 2013, three hospitals, along with various satellite practices and facilities in the western suburbs of Chicago, merged. Edward Hospital in Naperville, Illinois, with 309 beds, all in private rooms; Elmhurst Memorial Hospital in Elmhurst, Illinois, with 259 beds, also all in private rooms; and Linden Read More

Where Do Hospitals Get Off Publishing Magazines? And What Do Magazines Provide That Traditional Advertising Can’t?

December 21, 2016

Notable Healthcare Advertising // By Peter Hochstein // It’s getting to the point where publishing magazines is starting to seem as commonplace in many hospitals as taking patients’ temperatures. Well, almost. “The data collected over the last ten years shows that approximately 60 to 70 percent of all hospitals send out a printed magazine or Read More

A Campaign for Broward Health Has Patients Laughing All the Way to the Operating Room

December 1, 2016

Notable Healthcare Advertising // By Peter Hochstein // Sickness, pain, and mortality, the matters that hospitals deal with, are pretty grim stuff. Yet every so often, hospitals find an opportunity to do humorous ads. And while this can raise eyebrows, it also can raise awareness and patient traffic. In my last column we looked at Read More

On Humorous Health Care Advertising, Media Planning, Conservative Doctors, Cold Feet—and Possibly a Few Rueful Afterthoughts

October 31, 2016

Notable Health Care Advertising // By Peter Hochstein // This story is a departure from what you usually find in this space. It’s about television advertising for the services of a single practitioner, not a group practice or hospital. It’s also about a rare occurrence—real knee-slapping humor in a spot supporting treatment for a medical Read More

A Group Practice Branding Effort Builds Awareness by Addressing Its Audience Personally

October 4, 2016

Notable Health Care Advertising // By Peter Hochstein // As the health sciences have advanced, pressure to see more patients in less time has also grown. Little wonder that doctor-patient relationships often seem less personal—and consequently less satisfying—than they once were. It was just this kind of society-wide malaise that provided a branding opportunity for Read More

A Children’s Hospital in Boston Pulls Out All the Emotional Stops. Result: Striking Increases in Web Traffic, Enhanced Staff Enthusiasm, and a Powerful Brand Image

September 6, 2016

Notable Health Care Advertising // By Peter Hochstein // In most other markets, the Floating Hospital for Children at Tufts Medical Center would be in the catbird seat. The 94-bed hospital is part of a larger teaching hospital. It’s connected to a prestigious medical school. And it has won its fair share of awards and Read More

Advertising—and a Revolutionary Refund Policy—Help to Change the Brand Experience at Geisinger Health System

August 8, 2016

Notable Health Care Advertising // By Peter Hochstein // How fast can you turn a ship around—a really big ship? Here’s what happened at Geisinger Health System, with 12 hospital campuses; 1,472 licensed beds combined; over 2.6 million outpatient visits annually; two research centers; 30,000 employees; 1,600 employed physicians; plus a 510,000-member health plan. All Read More

The Power of Hard-to-Ignore Photography Drives Just About Everything in a Successful Traffic-Building Campaign for One Chicago Hospital

July 8, 2016

Notable Health Care Advertising // By Peter Hochstein // What’s the most important part of a print ad? The headline? The story it tells? The news it contains? The offer it makes, if it makes one? A unique selling proposition? A few years back, the Little Company of Mary Hospital, a 298-bed institution on the Read More

An Elephant, The Turtles, Emotional vs. Rational Advertising—and a Hospital Marketing Success Story in Georgia

June 8, 2016

Notable Health Care Advertising // By Peter Hochstein // I usually try to interview hospital marketing departments and their advertising agencies for this column. And I often ask them identical questions. I justify this with an analogy concerning two people viewing an elephant from opposite ends. One party tells you the animal’s most notable feature Read More

From Urgent Care, to Managed Care, to “Thought Leadership,” Crystal Run Health Keeps Its Corner of the World Covered

May 2, 2016

Notable Health Care Advertising // By Peter Hochstein // This somewhat complicated story starts, at least for me, with a clever graphic trick on a highway billboard. The billboard displays the word “OOPS?” in an upward-slanted, rounded rectangle. And then the word “OUCH!” in a similar but downward-slanted rectangle. Adjacent to OOPS? and OUCH! is Read More

How to Quickly Raise More Than $1 Million in Contributions to Your Hospital and Burnish Your Brand Image, Often with Advertising You Don’t Pay For

April 5, 2016

Notable Health Care Advertising // By Peter Hochstein // All right, time to fess up. The headline above this story skips a few critical details. The campaign you’re going to read about had the voluntary participation and support of the New York Giants football team, and especially of its star quarterback Eli Manning. The players Read More

Should You Sell Your Maternity Services Like a Resort?

March 8, 2016

For One Florida Hospital, It Was the Smart Way Out of a Marketing Conundrum. Notable Health Care Advertising // By Peter Hochstein // For people trying to market the maternity services at Jackson Memorial Hospital, a huge institution in Miami, Florida, with more than 1,254 beds on its main campus alone, it must have felt Read More

Resurrected and Renamed, a Hospital Reintroduces Itself to Its Neighbors by Going Folksy

January 28, 2016

Notable Health Care Advertising // By Peter Hochstein // St. Francis Hospital and Health Centers in Poughkeepsie, New York, wasn’t the first hospital to find itself drowning in a sea of financial troubles and it probably won’t be the last. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls Read More

At Lafayette General Medical Center, Advertising-Driven Patient Traffic Goes Up, Up, Up. But Media Spending? That’s Down.

January 7, 2016

Notable Health Care Advertising // By Peter Hochstein // There’s nothing new about testimonial advertising campaigns for hospitals, right? Well, not so fast. Sometimes factors ranging from how the testimonials are executed, to the community where they’re broadcast, to even the media strategy, can make a striking difference. A case in point, the testimonial campaign Read More

How a Hospital in New York’s Most Remote Borough Grew Its Brand by Tapping into Nativism. Staten Island Nativism, That Is.

December 4, 2015

Notable Health Care Advertising // By Peter Hochstein // Old and familiar hospital names sometimes die hard. A case in point: In 2007, the former Saint Vincent’s Catholic Medical Center in New York’s borough of Staten Island changed its name to Richmond University Medical Center. Three years later, the hospital hired Wax Custom Communications of Read More

A Midwestern Hospital Builds Traffic With a Small Ad Budget and Lots of Woman-to-Woman Conversations

November 4, 2015

Notable Health Care Advertising // By Peter Hochstein // This is a story about hospital advertising that’s also very substantially about numbers, all of them very nice numbers for a hospital to have. In the small city of Peoria, Illinois (population 116,513), OSF Saint Francis Medical Center (609 beds) used a very small media budget Read More

Speechless in Toledo: A Group Medical Practice Ad Compared Its Prices to Those of Local Hospitals. But Suddenly, Nobody Seems Willing to Talk About It.

September 28, 2015

Notable Health Care Advertising // By Peter Hochstein // Early this year, a group medical practice called the Toledo Clinic in Toledo, Ohio, got what must have seemed like a bright marketing idea. With the help of a mom-and-pop advertising agency called Modern TECHnique in Avon, Ohio, the clinic ran a full-page ad in the Read More

How Louisiana’s Ochsner Health System Turned Dry Statistics into a Powerful TV Campaign

August 24, 2015

Notable Health Care Advertising // By Peter Hochstein // This is a story about a hurricane, a hospital system, and two advertising campaigns. It’s gleaned primarily from an interview with Kerry Graham, Vice-Chairman and CEO of Bohan Advertising in Nashville, Tennessee. Bohan was the advertising agency for the hospital system, Ochsner Health System, from 2007 Read More

Think It’s Difficult Getting People to Read TV “Supers” Listing Medical Outcomes? Premier Health of Ohio Found a Cute Solution

July 24, 2015

Notable Health Care Advertising // By Peter Hochstein // So let’s say you want to reassure future moms and about-to-be moms in your region that your health care system offers lots of birthing options and has lots of medical expertise—whether the moms turn out to have normal deliveries or deliveries with complications. Backing up that Read More

How to Build a Health Care Brand with Multiple Ad Agencies, Multiple Specialty Campaigns—and in the Face of Multiple Competitors. (Hint: It’s Complicated.)

June 30, 2015

Notable Health Care Advertising // By Peter Hochstein // So let’s say you’re out to build a hospital system’s brand. And let’s also say you’re in one of the biggest markets in one of the biggest states, competing against some of the biggest regional names in health care. Although, exclusive of direct marketing, you’ve got Read More

Going Local: Mayo Clinic Adapts Its International Reputation to Nearby Markets and Facilities in the Upper Midwest

May 26, 2015

Advertising Worth Noting By Peter Hochstein The internationally known Mayo Clinic in Rochester, Minnesota, is among the world’s few destination medical facilities. Popular perceptions were, and probably still are, that it’s where you go for the gravest cases, the ones that can’t be handled wherever else in the world you live. Recently, changing conditions in Read More

Hospital Leapfrogs Competitor’s Robotic Surgery Technology, Advertising Campaigns Leverage the Differentiation and Drive Dramatic Growth

May 6, 2015

Advertising Worth Noting By Peter Hochstein This tale begins in 2008, when the people running things at Covenant HealthCare, today a 643-bed multiple facility institution with campuses in and around Saginaw, Michigan, began hearing rumors about robots. Well, not just any robots. These were da Vinci Surgical System robots, those high-tech devices increasingly used in Read More

Small Budget, Big Clout: OB/GYN Group Enters the Advertising Fray with Narrow Targeting and Mixed Media Branding To Grow Their Business

March 24, 2015

Advertising Worth Noting By Peter Hochstein You could argue that there’s nothing new about doctors running ads. In New York, one maverick dermatologist has been the star of his own earthy subway car posters for decades. They are busy horizontal spaces that simultaneously display his photograph and such things as rhyming headlines, before-and-after acne treatment Read More

Tightly Written Strategy Leads to a Focused, Hard-Punching Campaign for UC Irvine Health

January 28, 2015

By Peter Hochstein I once knew an advertising creative director who said his constant prayer was, “Grant me the luxury of a tightly written creative strategy.” The following strategy would most certainly have answered his prayer: Position UC Irvine Health as Orange County’s top destination for cancer care. Leverage our status as Orange County’s only Read More

Health Care Institution Discovers There’s Now an “Advertising Season”—At Least for Some Kinds of Health Care Marketing

December 23, 2014

by Peter Hochstein Is there a best time of year for health care marketers to advertise? In light of current events, the answer may be yes. That special time is the open enrollment period under the Affordable Care Act. During open enrollment season, even people in good health have reason to pay extra attention to Read More

« Previous 1 2 3 4 5 6 Next »