Radio Archives – Strategic Health Care Marketing

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Advertising Showcase: Penn Medicine Princeton Medical Center’s “Get Back to Being You” Campaign

April 15, 2024

Each month, the Strategic Health Care Marketing Advertising Showcase features challenges, tactics, and outcomes of a multimedia advertising campaign, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. Penn Medicine Princeton Health Spine Services Campaign PLATINUM WINNER Opportunity In spring 2022, Penn Medicine Princeton Medical Center (PMC) Read More

Children’s Hospital Ad Campaign Adds Pinch of Emotion to Case Histories. Result: A Boom in Internet Attention

April 24, 2021

Laurie Ellison, SVP-Chief Marketing Officer, Children’s Mercy Kansas City

// By Peter Hochstein // There’s always a fresh approach to case history advertising focused on positive outcomes. Here’s How Children’s Mercy Kansas City took an old technique and made it original for its brand. Hospital advertising and positive outcome case histories were made for each other. People arrive sick, injured, or teetering on the Read More

Who Says Radio Is Dead?

April 15, 2021

Stacy Fender, associate marketing director at CoxHealth

In Peter Hochstein’s new story, he explains how a radio-focused advertising campaign enabled a regional hospital system to significantly increase its telehealth and urgent-care traffic, with relatively low media and production costs. Here’s an excerpt: Radio tends to be a medium that reaches people while their minds are on something else. There are exceptions, of Read More

Want More Bang for Your Hospital’s Advertising Bucks? CoxHealth Found Cost Effectiveness with Real Market Impact (Hello, Radio!)

March 26, 2021

Debbie Harris, group account director, Walz Tetrick Advertising

// By Peter Hochstein //A radio-focused advertising campaign enabled this regional hospital system to significantly increase its telehealth and urgent-care traffic, with relatively low media and production costs. But a caveat: Radio works best when the message is simple.What’s radio for? Largely it’s there these days to keep you company while you drive the car Read More

When To Downplay the News of a Name Change

February 11, 2021

Laura Pierce, manager of marketing and communications, Tufts Children’s Hospital

“In some cases, letting your ads ignore the news about [your hospital’s] name change can be a smarter move than headlining it,” notes SHCM contributor and veteran copywriter Peter Hochstein. While this may seem hard to believe, he makes his case with the real-life story of the hospital formerly known as the Floating Hospital for Read More

Your hospital changes its name. Should it advertise that fact? Or spend its ad dollars on something else? Don’t answer until you read this.

January 19, 2021

Jeanette Palmer, Head of Client Services, Nail Communications

// By Peter Hochstein // In some cases, letting your ads ignore the news about a name change can be a smarter move than headlining it. Here’s a case in point. It all seemed like a brilliant idea back in 1895. Fresh sea air is good for you, right? All that bracing oxygen and salt Read More

Los Angeles Archrivals Team Up for the Greater Good

September 3, 2020

Rhoda Weiss, Ph.D., president of Rhoda Weiss Consulting Group, and co-chair, Becker’s Healthcare 11th Annual Meeting Virtual Experience

Los Angeles is home to many world-class health care organizations, and they compete vigorously for the same patients. But even in a competitive market, joining together for the greater good may be the best way to get an important message across to the community. “It became apparent early on that people were not accessing health Read More

Six Los Angeles County Health Systems Team Up to Tackle the Silent Epidemic (Hint: It’s Not COVID-19)

August 17, 2020

// By Jane Weber Brubaker // Los Angeles is home to many world-class health care organizations, and they compete vigorously for the same patients. But even in a competitive market, joining together for the greater good may be the best way to get an important message across to the community. “It became apparent early on Read More

Coronavirus: If You Offer the Answers You Become the Leader

May 7, 2020

“If you become a trusted source of information in a time of crisis, you are demonstrating leadership rather than simply claiming it. And people notice,” says veteran copywriter and frequent SHCM contributor Peter Hochstein. In his new article, he discusses the value of becoming a source of information and reassurance during a crisis, with key Read More

Seize the Opportunity to Keep Patients Informed on How COVID-19 Affects Them: It Helps Position Your Institution as a Leader.

March 27, 2020

// By Peter Hochstein // If you become a trusted source of information in a time of crisis, you are demonstrating leadership rather than simply claiming it. And people notice. Are we all actually dealing simultaneously with two pandemics? There must be millions of Americans who are simultaneously struggling to avoid a pair of plagues. Read More

Advertising Campaign Meant to Do Good Also Does Remarkably Well — With a Boost from Judiciously Deployed Radio

July 3, 2019

What can radio deliver for hospital advertisers that other media can’t? It’s more than just another way to reach your target market. Notable Health Care Advertising // By Peter Hochstein // As often as not these days, radio advertising is an afterthought — part of the creative mix that gets done after someone has written Read More

Looking To Boost Your Health Care Brand? Consider Audio.

March 1, 2018

Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. While some health systems dabble in producing radio content and developing podcasts Read More

Strong Audio Strategy Can Boost Your Health Care Brand in New Ways

February 28, 2018

Kathy Wilets, director of media relations and content, University of Utah Health

// By Lisa D. Ellis // Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. Learn how one health system leads Read More