A strong and sustaining brand is a living organism. It is conceived from a health system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. And it is up to everyone within the organization to bring it to life. // By Read More
During the past two years of a pandemic that continues to rage, health care brands have absorbed the additional burden of managing their reputations in the throes of unprecedented consumer demand for needed services to counter COVID-19 within their communities. Hospitals and health systems across the U.S., including Johns Hopkins Medicine, have overwhelmingly answered the Read More
// By John Marzano // In the middle of a pandemic, with the world tuning in daily to view the latest alarming statistics on infections, hospitalizations, and deaths, Johns Hopkins Medicine launched a new brand campaign centered on hope, connection, and progress. During the past two years of a pandemic that continues to rage throughout Read More
In episode 3 of Strategic Health Care Marketing Video Update: a rebranding initiative – a high-performance ad campaign – a success story about getting public health information to hard-to-reach and historically underserved communities – 3 health systems lead on health equity, diversity, and inclusion – insights from senior health system executives who came from outside of health care – and viewpoints from 4 physician CEOs. Take a look at our latest stories.
In episode 2 of Strategic Health Care Marketing Video Update: a rebranding initiative – a high-performance ad campaign – a success story about getting public health information to hard-to-reach and historically underserved communities – 3 health systems lead on health equity, diversity, and inclusion – insights from senior health system executives who came from outside of health care – and viewpoints from 4 physician CEOs. Take a look at our latest stories.
// By Peter Hochstein // There’s always a fresh approach to case history advertising focused on positive outcomes. Here’s How Children’s Mercy Kansas City took an old technique and made it original for its brand. Hospital advertising and positive outcome case histories were made for each other. People arrive sick, injured, or teetering on the Read More
In Peter Hochstein’s new story, he explains how a radio-focused advertising campaign enabled a regional hospital system to significantly increase its telehealth and urgent-care traffic, with relatively low media and production costs. Here’s an excerpt: Radio tends to be a medium that reaches people while their minds are on something else. There are exceptions, of Read More
// By Peter Hochstein //A radio-focused advertising campaign enabled this regional hospital system to significantly increase its telehealth and urgent-care traffic, with relatively low media and production costs. But a caveat: Radio works best when the message is simple.What’s radio for? Largely it’s there these days to keep you company while you drive the car Read More
“In some cases, letting your ads ignore the news about [your hospital’s] name change can be a smarter move than headlining it,” notes SHCM contributor and veteran copywriter Peter Hochstein. While this may seem hard to believe, he makes his case with the real-life story of the hospital formerly known as the Floating Hospital for Read More
// By Peter Hochstein // In some cases, letting your ads ignore the news about a name change can be a smarter move than headlining it. Here’s a case in point. It all seemed like a brilliant idea back in 1895. Fresh sea air is good for you, right? All that bracing oxygen and salt Read More
// By Peter Hochstein // You might think that co-opting language associated with COVID-19 could scare people away. Instead, it called attention to advertising that helped to reassure worried parents. Let’s clearly state a few factual negatives first. Tilt, the advertising agency behind the campaign you’re about to read about, is not the same Tilt Read More
At the Deborah Heart and Lung Center in southern New Jersey, the task of letting patients know it was safe and even wise to return evolved into a multimedia effort. The campaign has been paying off with a substantial increase in patient visits. In Peter Hochstein’s new story, he explains how they’re doing it. Here’s Read More
// By Peter Hochstein // At the Deborah Heart and Lung Center in southern New Jersey, the task of letting patients know it was safe and even wise to return evolved into a multimedia effort. The campaign has been paying off with a substantial increase in patient visits. Don’t let the bed count — there Read More