by Peter Hochstein Quick, who’s your target audience? Some health care marketers might say, “Adult women. They’re the primary decision makers when it comes to family health care.” Or “I’m building traffic for our pediatric unit. So it’s young mothers.” Or “Couples who’ve had trouble conceiving – for our fertility center.” But if you’re selling Read More
by Michele von Dambrowski “Every little thing matters,” says Megan Yore, referring to Lakeland HealthCare’s uncompromising focus on internal communications efforts. Yore, who is director of marketing for the St. Joseph, MI-based health system of 4,500 employees, observes, “Our associates deserve the best brand experience that we can give them – equal to that of Read More
by Deborah Borfitz For a great many hospitals, a cancer service line is a top financial priority. Programs grow in varied directions and often against the marketing din of one another. The service line reaps returns on investment based on intelligent marketing moves in addition to the quality of the program itself. When Vero Beach, Read More
by Peter Hochstein Just as the advertising agency and its client intended, some new animated TV spots created for the Seattle Cancer Care Alliance limit use of doctors, white coats, and hospital corridors. Some would consider this treatment a departure from “typical” hospital advertising campaigns. But something else makes the campaign even more of an Read More
// By Susan Dubuque // This article is the first in a series on the role of marketing in the face of a changing health care environment. As one of the keynote speakers at the recent Society for Healthcare Strategy & Market Development annual conference so aptly put it, “Today’s health care marketers are standing Read More
by Diane Atwood On the banks of a picturesque pond in the backyard of Henry Ford West Bloomfield (MI) Hospital sits a 1,500-square-foot greenhouse. The $1 million facility, which was funded by an anonymous donor, officially opened in September. It supplies organic produce for patient meals, an in-house café that is open to the public, Read More