Notable Healthcare Advertising // By Peter Hochstein // In the Champlain Valley of upstate New York, where the nearest big city is Plattsburgh, population just short of 20,000, and the prevailing ethos is blue collar, 300-bed Champlain Valley Physicians Hospital had a problem. “ When you think of the kind of male who lives in Read More
Notable Health Care Advertising // By Peter Hochstein // The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is the pediatric surgeon who accompanies her. The girl asks, Read More
// By Lisa D. Ellis // Augusta University Health System is no stranger to change. Over the past five years, it has undergone several rebranding campaigns and two consolidations. Yet through all of these fluctuations, one thing has remained the same: the need to find new and more efficient ways to improve its reputation and Read More
// By Lisa D. Ellis // A new educational campaign led by Lenox Hill Hospital has rallied together an impressive array of big and small public and private groups in New York City to fight against a common problem: the incidence of diabetes in the Latino community. Rallying Around a Common Problem “Hispanics are almost Read More
// By Terrence Tucker // When parents have children with fevers or a bout of stomach flu, whether they need a general practitioner or a specialist, they’ll generally look for doctors who are close to them. Even if the need isn’t immediate and patients are just looking for a physical exam, six out of 10 Read More
// By Ryan Hanser // Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country. Year over year, America appears to be witnessing the collapse of expertise and institutional trust. Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority Read More
// By Lisa D. Ellis // If you or a family member broke an ankle or dislocated a shoulder, what if you could just use an app on your smartphone to schedule a visit at a nearby orthopedic urgent care center and, at the same time, also arrange for an Uber driver to transport you? Read More
Part 2: Interpreting (Spoken Word) Requirements for Health Care Organizations // By Jill Mead // Are you wondering about President Donald Trump’s current plans to “repeal and replace” the Affordable Care Act? Most people working in the field want to know the timeframe and what this will mean when it comes to interpreting (spoken word) Read More
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
// By Lisa D. Ellis // When its market share began dwindling recently, Tanner Health System turned to micro-targeted data to step up its marketing efforts and make them more efficient. Using Data to Hone Marketing Efforts As a nonprofit health system serving nine counties in rural west Georgia and east Alabama, Tanner has more Read More
How to Overcome 5 Common Challenges to Health Care Organizations’ Cultural Outreach Efforts // By Lisa D. Ellis // What if you were in a foreign country and needed emergency medical care but couldn’t communicate effectively with the health care providers there? This could put your life at risk, if you and your provider couldn’t Read More
// By Jill Mead // Many organizations have been struggling to understand and meet the language access requirements imposed by the Affordable Care Act. But will the requirements change once the new President takes office? This two-part series explores what organizations can expect moving forward. In this first column, we’ll look at the requirements for Read More
// By Lisa D. Ellis // When two health care organizations in New Jersey merged to create one larger, more comprehensive system called Hackensack Meridian Health last summer, there were many opportunities and challenges. For instance, the CEOs of both legacy organizations decided to share the top leadership role in the new system, pooling their Read More
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
// By Lisa D. Ellis // Are your marketing messages living up to their full potential? If not, you may need to think more about the concept of health literacy and how to reach your target audience on a deeper and more personal level, by talking about things they care about in a simple, direct Read More
// By Lindsay R. Resnick // The new year is just around the corner and with it comes many challenges, along with many opportunities, for health care marketers. If what we’ve seen over the past year is any indication, 2017 won’t be for the faint of heart. Combine the dynamics of socioeconomic-political tensions with the Read More
How to Address the Problem and Connect with More Potential Patients // By Lisa D. Ellis // You go to great lengths to develop strong messages that will resonate with your target audience and reinforce your brand. But what your spokespeople don’t say may come across louder than their actual words. This is because body Read More
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
// By Lisa D. Ellis // While staff members at Rosen Hotels & Resorts in Orlando work hard to meet the needs of their guests, Harris Rosen, the founder and president of this seven-hotel (close to 6,500 guestrooms) company, also goes to great lengths to take care of the health care needs of his “associates,” Read More
An Interview with William Maples, M.D. // By Lisa D. Ellis // How satisfied are your patients with the care they receive in your facility? Your answer may be based on the latest HCAHPS (Hospital Consumer Assessment of Healthcare Providers and Systems) data, which provides an important way to track key measures from the patient Read More
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
// By Lisa D. Ellis // If you had a suspicious mole or rash on your leg, what if you could have it evaluated by a dermatologist tomorrow without having to miss any work or activities and could find out quickly whether the area is cause for concern? You’d probably find this approach invaluable. And Read More
// By Andrea J. Simon, Ph.D. // A colleague called me not long ago to discuss his dilemma. He had the opportunity to join an ACO (Accountable Care Organization) and was perplexed, to say the least. He is a smart guy, but the options before him were overwhelming: Should he look for a hospital-based ACO? Read More
// By Bill Tourlas // Historically, consumers have played a relatively limited role in their health care decisions, especially as it relates to selecting an insurance plan. People had little concern for price or health plan comparison since employers dominated consumer choice, paying most, if not all, of the premium and typically offering employees plans Read More
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