// By Peter Hochstein // How brave do marketers have to be to use humor in a spot for pediatric emergency care that shows kids flirting with danger? Uh oh! Trouble in the backyard. On a steeply sloping patch of lawn, three girls who appear to be the right age for middle school have erected Read More
“With today’s constant stream of digital health tools, it’s never been easier or faster for customers to take charge,” says Lindsay Resnick, executive vice president of Wunderman Thompson Health. “They’re following a path to care where they feel important and are treated well — and they’ll avoid hospitals that fall short.” Here’s an excerpt from Read More
Winners are betting on data-driven insights, personalized experiences, and relationships built on trust. // By Lindsay R. Resnick // With today’s constant stream of digital health tools, it’s never been easier or faster for customers to take charge. They’re following a path to care where they feel important and are treated well — and they’ll Read More
Notable Health Care Advertising // By Peter Hochstein // “Hyperlocalization” may not be a real word. But NYU Langone has made it a real advertising thing. And it turns out to be an amusing, identifiable, and highly effective technique. There’s nothing new about hospitals giving their advertising a distinctly local flavor. We described one successful Read More
Notable Health Care Advertising // By Peter Hochstein // Fighting words and images may be just the thing some hospitals need to break through the miasma of inattention. In an upcoming issue of this publication, a fellow contributor, James A. Gardner, will write about a campaign for the Canadian pediatric hospital, Sick Kids. The campaign Read More
// By Daniel Fell // The latest release of Monigle’s Humanizing Brand Experience report lays out a wealth of new information and insights into understanding what makes strong health care brands today, as well as challenges that health care leaders face in achieving higher levels of brand engagement and brand loyalty. The report itself is Read More
// By Paul Szablowski // The health care ecosystem is experiencing a period of rapid change and there’s no finish line in sight. This disruption is creating pressure on hospital systems and caregivers, and upending well-established health care business models. Employers are seeking value-based payment models and consumers are demanding affordable, convenient care choices — Read More