// 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
“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,” notes SHCM writer and master copywriter Peter Hochstein. “[One] success story worth exploring is a TV Read More
“If what we’ve seen over the past year is any indication, 2017 won’t be for the faint of heart,” says Lindsay R. Resnick, Executive Vice President at ReviveHealth, a Weber Shandwick company. “Combine the dynamics of socioeconomic-political tensions with the massive transformation happening across health care’s ecosystem—regulatory, technology, competition, innovation, finance, clinical—and you get an 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
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 perspective. This can provide valuable insight into your strengths and weaknesses. But 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
“It has been said that all motion is relative,” notes Ross K. Goldberg. “If that is indeed true, then it’s entirely possible to go backward by simply standing still if the world around you is changing.” Goldberg, President of Kevin/Ross Public Relations in Southern California, says that “[o]ver the past half-dozen years, those entrusted with Read More
“As physicians are evaluating whether to participate in Accountable Care Organizations (ACOs), they are facing a new reality, one that demands they change their practice processes, reduce health care utilization, and improve wellness for the patients they care for,” says Andrea J. Simon, Ph.D., President of Simon Associates Management Consultants. “They must now refer to Read More
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 so might many of your health Read More
“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,” notes veteran copywriter and regular SHCM columnist Peter Hochstein. “It was just this kind of society-wide malaise that provided a branding opportunity for 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
“The concept of measuring the metrics associated with health care marketing and communications efforts is far from new,” notes David Marlowe, Principal of Strategic Marketing Concepts in Ellicott City, Maryland (and member of the Strategic Health Care Marketing Editorial Advisory Board). “When I entered the field in 1980, one of the first questions asked by 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
Flip through the channels of your television set any evening and chances are you’ll stumble across an episode of a reality TV series that was filmed in a hospital emergency department. Over the past few years, such “real” medical TV that presents traumas as they unfold has grown in popularity among viewers, and some organizations Read More
“As a health care marketer or leader, you know your health care system doesn’t specialize in everything,” Keith Schneider notes. “By pairing the needs of your market with your unique differentiators, your team has chosen its investments wisely. “This intelligent approach allows you to focus on excellence. Yet you might be surprised that, despite service Read More
“As the Affordable Care Act continues to alter the profile of health care in America, hospitals are challenged to meet the objectives of the Triple Aim and offer access, quality, and affordability in their care delivery even while reimbursement continues to be ratcheted back,” says Dennis Knox, Chief Executive Officer of Aethena Healthcare Holding Company. 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
// By Lisa Ellis // Flip through the channels of your television set any evening and chances are you’ll stumble across an episode of a reality TV series that was filmed in a hospital emergency department. Over the past few years, such “real” medical TV that presents traumas as they unfold has grown in popularity Read More
// By David Marlowe // Albert Einstein is famously quoted as saying “everything that can be counted does not necessarily count and everything that counts cannot necessarily be counted”—probably an apt philosophy for the challenges facing marketers in health care provider settings relative to the area of “metrics.” These days we often refer to these Read More
// By Keith Schneider // As a health care marketer or leader, you know your health care system doesn’t specialize in everything. By pairing the needs of your market with your unique differentiators, your team has chosen its investments wisely. This intelligent approach allows you to focus on excellence. Yet you might be surprised that, Read More