Notable Health Care Advertising // By Peter Hochstein // What’s the most important part of a print ad? The headline? The story it tells? The news it contains? The offer it makes, if it makes one? A unique selling proposition? A few years back, the Little Company of Mary Hospital, a 298-bed institution on the Read More
// By Jill McDonald Halsey, APR; Dan Dunlop; and Jeff Steblea // “City of the Damned.” That’s the magazine headline that greeted Jill McDonald Halsey when she arrived as the new Chief Marketing & Communication Officer for Lawrence General Hospital in Lawrence, Massachusetts. The city of Lawrence had been dealing with a variety of challenges, Read More
Savvy health care marketers recognize that people tend to trust what they know. Therefore, it’s important to remember that new isn’t always better. The reality is that even amid the shifting priorities of the health care field, staying grounded on your past accomplishments and trying to progress from there may get you further than trying Read More
// By Jeannie Lewis // If you’re a medical supply company, compliance software manufacturer, or other provider of health care products or services targeted to hospitals, health care organizations, long-term facilities, or other types of care providers, it’s important to understand the current realities of the marketplace so you can position yourself in the best Read More
Copywriter and SHCM columnist Peter Hochstein recently spotted an interesting advertising tactic for an urgent care center: A billboard displaying the word “OOPS?” in an upward-slanted, rounded rectangle, along with the word “OUCH!” in a similar but downward-slanted rectangle. Adjacent to OOPS? and OUCH! is a headline that says “Crystal Run Urgent Care!” Hochstein was curious to know Read More
Health care marketers often look to their peers for examples to help guide their efforts to bring people in to access their programs or services. But when Access Health CT (Connecticut’s state-run health exchange) came into being in 2012 to serve as a statewide exchange making affordable health care accessible for qualified individuals and businesses through Read More
How much do you really know about your patients? If you and your staff haven’t asked the people you treat to talk about their personal experiences, their families, their careers, and the things they care about, you could be missing a valuable opportunity to connect with them on a deeper level—and you may also be Read More
// By Ritch K. Eich // One way to put a personal stamp on your marketing efforts is by using direct mail in the most strategic way. Direct mail allows health care organizations to target and reach a defined audience in a service area or community. A hybrid of publicity and advertising, it is one Read More
How much do you really know about your patients? If you and your staff haven’t asked the people you treat to talk about their personal experiences, their families, their careers, and the things they care about, you could be missing a valuable opportunity to connect with them on a deeper level—and you may also be Read More
Notable Health Care Advertising // By Peter Hochstein // I usually try to interview hospital marketing departments and their advertising agencies for this column. And I often ask them identical questions. I justify this with an analogy concerning two people viewing an elephant from opposite ends. One party tells you the animal’s most notable feature Read More
// By Lisa D. Ellis // Piedmont Health Services really means business, especially when it comes to protecting the health of the community. Back in 2009, it started a unique partnership with Chapel Hill-Carrboro Chamber of Commerce to provide access to more affordable health services for employees of small businesses and their families. Since the Read More
// By Lisa D. Ellis // What happens to medical supplies and equipment once the items expire? How can you mix medications and supplements safely? What are some healthful and quick lunch recipes? These are just a few of the timely topics covered on Sharp Health News, a new website run by Sharp HealthCare, a Read More
6 Ways to Make a Good Thing Even Better // By Lisa D. Ellis // How do you handle the pressures of marketing your health care organization’s products and services in 2016? With the growing emphasis on digital storytelling, social media efforts, inbound marketing, and patient-centered care all competing for your limited attention, you and Read More
“When is the last time your C-suite reached out to your medical staff to find out what they want and need? If the answer is ‘never’ (or at least not anytime recently that you can remember), you could be missing out on some important opportunities to help your hospital or other health care setting reach Read More
A phenomenon you might call “big synergy” is powerful stuff. If you have the resources to somehow combine several strong elements of human interest seamlessly into one emotionally touching marketing and advertising campaign, each element can support, reinforce, and energize the others. This creates efficiencies of exposure and impact that eclipse most traditional advertising. And Read More
How do you get your news today? If the answer is mainly online, you’re certainly not alone. In fact, with fewer people reading printed newspapers and magazines than in past decades, you may be considering following the trend by ditching your health care organization’s printed material to focus your efforts solely on the digital side Read More
Seattle Children’s recently scored a touchdown when it launched a new campaign called “Strong Against Cancer” to raise awareness and support for groundbreaking research that holds the potential to cure childhood cancer. Leading the play is Seattle Seahawks quarterback Russell Wilson, who has a personal connection to Seattle Children’s and who has used his platform Read More
While Jackson Memorial Hospital in Miami, Florida is a well-regarded teaching hospital with a Level 1 trauma center, there was a perception that its facilities were outdated—which was particularly problematic for the facility’s maternity services. “When you’re talking about organ transplants, the quality of the room you’re staying in is not one of the top three concerns,” Read More
Notable Health Care Advertising // By Peter Hochstein // This somewhat complicated story starts, at least for me, with a clever graphic trick on a highway billboard. The billboard displays the word “OOPS?” in an upward-slanted, rounded rectangle. And then the word “OUCH!” in a similar but downward-slanted rectangle. Adjacent to OOPS? and OUCH! is Read More
// By Lisa D. Ellis // Health care marketers often look to their peers for examples to help guide their efforts to bring people in to access their programs or services. But when Access Health CT (Connecticut’s state-run health exchange) came into being in 2012 to serve as a statewide exchange making affordable health care Read More
You can help your patients become authors of their own life stories. These tips from Beth Sanders, BA, Founder and CEO of LifeBio and Dr. Daniel C. Potts, FAAN, Founder and President of the Cognitive Dynamics Foundation will help get you started and guide your efforts:
// By Lisa D. Ellis // How much do you really know about your patients? If you and your staff haven’t asked the people you treat to talk about their personal experiences, their families, their careers, and the things they care about, you could be missing a valuable opportunity to connect with them on a Read More
“Every great brand has a story to tell,” says Mark Shipley. And “an emotional, honest brand story can change the perception of a hospital or health care organization, eliciting consumer engagement, employee alignment, and a unique competitive position,” he adds. Shipley is the CEO and Strategy Director of Smith & Jones, a health care marketing agency Read More
// By Lisa D. Ellis // Dr. David Birdsall, Vice President of CEP America: When is the last time your C-suite reached out to your medical staff to find out what they want and need? If the answer is “never” (or at least not anytime recently that you can remember), you could be missing out Read More
“When a new brand takes hold as intended, one tough job is over—but another has already begun,” note Stacy Beers and Claire Hovis. “How soon is too soon to change gears from brand establishment to a new phase of promotion? Will new messages come across as mixed messages and muddy the clear impression you’ve worked Read More