Jen Carsen, Author at Strategic Health Care Marketing

0 Are Stats Boring? Not When Presented Well.

In the aftermath of 2005’s Hurricane Katrina, Ochsner Health System bought up several of the independent hospitals in the New Orleans and Baton Rouge area. It rehabbed and upgraded them, and incorporated them into Ochsner’s system. But even by 2007, the newly acquired hospitals had not been branded as part of Ochsner. “When we got involved Read More

0 How to Leverage the Power of Good Content

Consumers are bombarded with an average of 5,000 marketing messages a day. New research shows the average attention span is a mere eight seconds. The brain processes 70,000 thoughts each day. These stats, sourced and shared by Jason Skinner in a new article, “reflect the harsh reality you face as a health care marketer: Engaging Read More

0 Secret Shoppers: How This Retail Practice Helped One Health System Improve Patient Experience Scores

Ever wished you could get a bird’s eye view of what your competition is doing so you could use the information to sharpen your own efforts and make them more effective? Some health systems are turning to secret shoppers to gather key information about what’s happening in their target area, tracking details like whether physicians Read More

0 Successful Health Care Marketing: Lessons from the Savanna

Neuroscientific research is helping marketers better understand how to reach the inner recess of our audience’s brain, which, because it has been evolving for millennia, still makes decisions better suited for survival on the savannas of Africa than in today’s world of modern health care, according to health care marketing consultant Dan Fredricks. Understanding the Read More

0 Develop a Strong “Bench” of Future Health Care Management Talent

“The bench, which fuels [the] pipeline of an organization’s future leaders, is just as important in business as it is in sports,” says Ritch K. Eich, Ph.D. “Unfortunately, many health care organizations and hospitals underestimate the value of developing future leaders or developing a culture in which current leaders teach or mentor others to follow Read More

0 Does Your Internal Culture Match Your External Messaging?

Stephanie Hungerford, Director of Healthcare Marketing for Core Creative

Does your hospital or health system really live up to the brand portrayed in the messages you send to your audience? Honestly, does it really? If you’re like many health care groups around the nation, you may have a serious disconnect between how your internal culture operates and the image you try to convey to Read More

0 Hook Into the Headlines To Create a Powerful Media Blitz

Everyone who works in public relations or marketing knows how difficult it can be to get good media coverage for a product or event. Philips, a leading technology company that creates innovative products and solutions in health tech, decided to try to generate publicity around the idea of doctors using Google Glass during surgery to monitor Read More

0 Tips for Marketing to the Booming Millennial Generation

“Millennials, who are defined as individuals between the ages of 18 and 34, will surpass Baby Boomers as the nation’s largest living generation in 2015,” note Ruth Padilla, M.A. and David Zirkle, Ph.D. “Also known as Gen Y, this group is becoming an increasingly important target for health systems, given its size and purchasing power.” Read More

0 A Cute Solution To A Common Health Care Marketing Challenge

A picture is worth a thousand words—and that’s especially true when you’re talking about adorable babies. Premier Health, a multi-hospital southern Ohio health care system with 1,892 licensed beds and more than 868,000 annual outpatient visits, was looking for a fresh way to to reassure future moms that its health care system offers lots of birthing Read More

0 Your Hospital Call Center: Costly “Extra” or Powerful Marketing Tool?

“A hospital ‘call center’ often has been considered an irritating expense health care organizations have to endure, because people use phones and want to reach a doctor or patient in the hospital,” Andrea Simon, Ph.D. says. “But maybe it’s time to ask, ‘What if we’ve always been wrong?’” Andrea J. Simon, Ph.D. is a corporate Read More

0 A Rebrand That Keeps Residents From Fleeing To The City for Health Care

When your health system lives in the shadow of academic medical centers and urban-based powerhouse healthcare brands, its takes real work to compete. Cape Cod Healthcare (CCHC) has undergone a transition to do just that, according to Patrick Kane, Senior Vice President of CCHC’s Marketing, Communications, and Business Development. A series of organizational changes have Read More

0 Building a Brand in a Crowded Market: One Large System’s Success Story

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 (Dallas-Fort Worth) in one of the biggest states (Texas), competing against some of the biggest regional names in health care. While you’ve got a $2.7 million budget to work with, exclusive of direct Read More

0 Health Care Convergence: Are You Ready for This New Model?

Mark Fish, Managing Director, Health Solutions, FTI Consulting

In pursuit of high-quality, cost-effective care that revolves around the patient, many health care organizations seek new ways to foster system-wide collaboration. This concept involves breaking down barriers that have traditionally separated payers, providers, and patients to enable everyone to work more closely together to meet common goals. Such a way of doing business, commonly Read More

0 Action! When (and How) To Use Video in Your Health Care Marketing Efforts

“Videos can be a powerful marketing tool for hospitals and health systems. When used to their full potential, they accomplish multiple goals, including sharing your organization’s story to attract more patients, helping your target audience understand your services, and encouraging them to take a more proactive role in caring for their health,” note Lori Moore Read More

0 Could You Gain by Affiliating with a Larger Health Network?

Is bigger better? For Grinnell Regional Medical Center (GRMC), a 49-bed rural hospital in Grinnell, Iowa, affiliating with the larger Mercy Health Network in Des Moines has certainly had its benefits. Back in 2009, when GRMC first decided to explore creating an affiliation with a bigger network, there was growing recognition that for a community Read More

0 Post-Merger Branding: How A Marriage of Equals Becomes More Than The Sum of Its Parts

“It’s a marriage made in heaven,” notes Melissa Fors, Executive Director of Marketing Strategy for the Hazelden Betty Ford Foundation: “In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said ‘I do’ to a merger. This agreement marked the culmination of more than 30 years of connectedness between Read More

0 Looking To Improve Patient Satisfaction? Start With Your ED—and These 2 Communications Goals

When patients come to your hospital for services, do you take the time to spotlight your organization’s strengths and let them know how much you value their health and well-being? You should be marketing not only to prospective patients, but also to current patients when they come to your facility; you want them to know Read More

0 How the Mayo Clinic “Localized” Its Established Global Brand

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. But now, in addition to its destination facility in Rochester, Read More

0 Are You Ready for the Moment Your CEO Asks, “How Is Marketing Contributing To Our Revenue Opportunities?”

“Eighty percent of CEOs don’t really trust marketers,” says Mike Milligan, President of Legato Healthcare Marketing, Inc., citing a recent Fournaise Marketing Group survey of high-level decisions-makers. “This is painful for me to say because I’ve been on both sides of the health care marketing table. But I’ve also learned that before you can overcome a Read More

0 Connect With Reporters To Spread the Word About Your Health Care Organization

The trend of using online relationship sites continues to be a popular way for singles to meet potential mates. Now, some savvy hospital marketers are using similar types of matching tools to connect them with reporters and bloggers as a way to build strategic relationships to help promote their services to a larger audience. The Read More

0 What the Consumerization of Health Care Means for You: 5 Key Trends To Watch

“The consumerization of health care means your customer is now in control,” notes Lindsay Resnick, Chief Marketing Officer of KBM Group: Health Services. “They are comparing prices, quality, convenience, and outcomes as they post reviews; and, refer friends and family—one way or the other. And a constant stream of technology innovation makes it easier and easier Read More

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