// By Stacy Beers and Claire Hovis // When a new brand takes hold as intended, one tough job is over—but another has already begun. 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 Read More
// By Lisa D. Ellis // Today, the patient comes first in many health care facilities. This is thanks to developments brought about by health care reform that put an increased emphasis on stronger teamwork between clinical staff and health care consumers to ensure high-quality, value-focused care and patient satisfaction. But how organizations are putting Read More
// By Lisa D. Ellis // Want to connect with your target audience on a more powerful level and motivate behavior change? Denise Aube, Executive Vice President and Healthcare Practice Leader at Crosby Marketing Communications, works with Saint Agnes Hospital to help develop the creative marketing solutions for both the bariatric and cardiovascular campaigns. Read Read More
// By Lisa D. Ellis // Every day, people make an array of decisions, from deciding what time to leave for work to determining what route they will take to get there, often without even realizing what factors are influencing their choices. But for health care marketers, an understanding of how the subconscious affects people’s Read More
St. Francis Hospital and Health Centers in Poughkeepsie, New York, wasn’t the first hospital to find itself drowning in a sea of financial troubles and it probably won’t be the last, notes veteran copywriter Peter Hochstein. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls Barbara Kram, Senior Director, Read More
// By Michael Del Gigante // We live in the age of empowered individuals. Thanks to digital platforms and tools, it’s easier than ever for the average person to tackle a range of complex tasks on his or her own—from translating a paper into another language to editing an entire movie—using only a computer or Read More
As one of the largest Catholic health systems in the Midwest, Franciscan Alliance recently decided to reach into its religious roots in an attempt to make a deeper connection with females in the local market and build up the women’s services line. The result is a unique marketing campaign for the health system’s women’s services Read More
“As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market,” says Lisa Arledge Powell, President of MediaSource, a content-focused health care public relations firm. “But in the past few years,” she says, “the growth of new media has opened up Read More
“There’s no denying it: Value-based population health management is here to stay,” says David Wildebrandt, a member of the Berkeley Research Group’s (BRG) Healthcare Performance Improvement practice. “But how can hospitals best manage the transition from a fee-for-service approach to treating sickness to adopting one that focuses on keeping patients well in the first place?” Most Read More
What do you get when you mix science, soul, and miracles? At City of Hope, an independent biomedical research institution and comprehensive cancer center near Los Angeles, these ingredients are the recipe for second chances. And the sum is certainly bigger than the parts. “City of Hope’s mission is to cure cancer, diabetes, and other Read More
// By Colleen Fahey // This second half of a two-part series continues to explore the concept of audio branding and looks at how a tailored audio vocabulary can boost your brand influence more than you might ever expect. In the first section, we focused on social media in the quirky world of hospital marketing Read More
Notable Health Care Advertising // By Peter Hochstein // St. Francis Hospital and Health Centers in Poughkeepsie, New York, wasn’t the first hospital to find itself drowning in a sea of financial troubles and it probably won’t be the last. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls Read More
Over the past year, Clay Cutchins of Franklin Street, a health care brand consultancy, worked with his team to help form the messaging and positioning of a new pediatric Accountable Care Organization (ACO) in Texas. This was not his first experience developing ACO marketing strategies. “Previously, we had helped sculpt the brand framework for a Read More
Q&A with Lisa Stockmon, Chief Marketing and Communications Officer, City of Hope // By Lisa D. Ellis // The corporate and health care sectors often talk in different languages and have different ways of doing business. But there are lessons from the business world that can translate well to the health care setting, especially when Read More
// By Lisa D. Ellis // As one of the largest Catholic health systems in the Midwest, Franciscan Alliance recently decided to reach into its religious roots in an attempt to make a deeper connection with females in the local market and build up the women’s services line. The result is a unique marketing campaign Read More
// By Lisa Arledge Powell // As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market. But in the past few years, the growth of new media has opened up many more avenues for publicity and the process of how Read More
// By David Wildebrandt // There’s no denying it: Value-based population health management is here to stay. But how can hospitals best manage the transition from a fee-for-service approach to treating sickness to adopting one that focuses on keeping patients well in the first place? The reality is that there’s no one strategy to win Read More
Seattle Children’s Hospital is using a simple—yet effective—approach to get personal with its target audience (many of them mothers who make most of the health care decisions for their family): an award-winning mommy-doc blog. Better yet, this blog is also helping to shape public health conversations and provide people with the information they need to make Read More
Aron Ezra, CEO of OfferCraft, sets the stage: “A specialty outpatient clinic was struggling with a problem common to many health care providers: Patients weren’t showing up for their appointments. The problem was particularly severe for this clinic, where the no-show rate was close to 50 percent. Doctors weren’t able to bill unless the patient Read More
Notable Health Care Advertising // By Peter Hochstein // There’s nothing new about testimonial advertising campaigns for hospitals, right? Well, not so fast. Sometimes factors ranging from how the testimonials are executed, to the community where they’re broadcast, to even the media strategy, can make a striking difference. A case in point, the testimonial campaign Read More
“Spurred by the convergence of the Affordable Care Act, an extraordinary medical technology revolution, and our new on-demand, sharing economy mindset, America’s health care ecosystem is now set up to revolve around the customer,” says Lindsay R. Resnick, Chief Marketing Officer of Wunderman Health. Resnick says several “known unknowns” will affect the health care landscape Read More
// By Lisa D. Ellis // What do you get when you mix science, soul, and miracles? At City of Hope, an independent biomedical research institution and comprehensive cancer center near Los Angeles, these ingredients are the recipe for second chances. And the sum is certainly bigger than the parts. “City of Hope’s mission is Read More
Tips from City of Hope’s Chief Marketing & Communications Officer // By Lisa D. Ellis // City of Hope has found its niche and been able to effectively convey this expertise to its target audience, including potential patients and donors. For other organizations to accomplish similar goals, says Lisa Stockmon, Chief Marketing and Communications Officer Read More
// By Clay Cutchins // Over the past year, my teammates and I helped form the messaging and positioning of a new pediatric ACO in Texas. Previously, we had helped sculpt the brand framework for a Medicare ACO. Recently, we decided to gather to cull some of the lessons we have learned in our own Read More
Four critical areas of focus for every health care marketer, and how to make it happen! // By Lindsay R. Resnick // Spurred by the convergence of the Affordable Care Act, an extraordinary medical technology revolution, and our new on-demand, sharing economy mindset, America’s health care ecosystem is now set up to revolve around the Read More