Is there a strong reason to create a hospital branding campaign that dispenses with emotional appeals to make a rational sales argument? How can you keep it visually surprising and compelling? And how can you show that you’re talking about a hospital without resorting to the visual clichés? Notable Health Care Advertising // By Read More
View from the C-Suite // By Sheryl Jackson // The branding and marketing communications strategies of hospitals and health systems have changed over the years as mergers with other organizations have occurred, and SCL Health is an excellent example of the evolution. Christine Woolsey began working with SCL Health — then known as Sisters of Read More
// By Braden Russom // What drives consumers to look for alternatives to traditional medical care? And how can health care marketers respond? Here, Braden Russom, account planner at Smith & Jones, shares some of the factors contributing to changes in consumer behavior, particularly among millennials, and recommends proactive marketing strategies to stay relevant. 2019 Read More
// By Wendy Stark Healy // One less silo would be welcome news for any health care organization. More and more, marketing and PR are coming together with a common goal of advancing organizational objectives. In this article, we hear from three marketing and PR leaders who share their perspectives on how the landscape has Read More
What You Can Learn from “Imagining Perfect Care” in Your Facilities // By Lisa D. Ellis // The parking garage at the University of Utah Health, where families leave with their newborns, used to be dirty and stark. But a team of staff members recently recognized the poor image this created and decided to do Read More
// By Jane Weber Brubaker // Marketers’ ability to grow market share and promote patient loyalty is intricately and inextricably linked with what actually happens when patients receive treatment. Patients expect clinical expertise as a baseline. It’s the way they are treated that defines the relationship and either forges a bond or drives patients online Read More
// By Lisa D. Ellis // Senior citizens in North Texas have more opportunities than ever before to stay busy and interact with their peers — from practicing tai chi in the park, to watching cooking demonstrations, to attending informational sessions about using generic drugs, and lots more. All of these and a host of Read More
// By Craig Allan Ahrens and Sarah Hull // Hospital systems will be required to publish their chargemaster “list pricing” online by January 1, 2019, with the finalization of the Fiscal Year 2019 Medicare Hospital Inpatient Prospective Payment System (IPPS) and Long-Term Acute Care Hospital (LTCH) Prospective Payment System Final Rule (CMS-1694-F). Many states have Read More
// By Lisa D. Ellis // Many health care organizations today focus their marketing efforts on bringing new patients through their doors. But they often stop there instead of going a step further to ensure that these patients will stay with them long term. If this sounds familiar, your organization’s own health could be at Read More
An inspired name — and a bit of student high jinks — transmogrifies a mass vaccination program into an annual form of entertainment. Notable Health Care Advertising // By Peter Hochstein // Quick, which would you rather do? Interrupt your daily routine, stand in a long line, and then get poked in the arm by Read More