Notable Health Care Advertising // By Peter Hochstein // For readers younger than 45 or so, this story requires a bit of history. In the 1960s, the “slice of life” TV commercial (or “slice” for short) dominated America’s TV screens. The formula, most often used to sell detergents, toothpaste, food products, and other packaged goods, Read More
“Until very recently, advertising aimed at combatting drug use has pretty much been within the purview of government and nonprofit anti-drug organizations,” notes copywriter and regular SHCM contributor Peter Hochstein. “Partnership for a Drug Free America, for example, ran a famous TV spot during the 1980s showing an egg getting cracked into a hot frying Read More
How often do you go to Starbucks, and what do you order? Your answer likely will be different from that of your co-worker or neighbor, since everyone has his or her own unique lifestyle and taste. The same premise also holds true when it comes to selecting health care services. Different people have different needs Read More
Notable Health Care Advertising // By Peter Hochstein // Until very recently, advertising aimed at combatting drug use has pretty much been within the purview of government and nonprofit anti-drug organizations. Partnership for a Drug Free America, for example, ran a famous TV spot during the 1980s showing an egg getting cracked into a hot Read More
// By Lisa D. Ellis // For one health system, extensive research served as a catalyst to bring staff members together to create a dynamic campaign that truly resonates with its target audience. How often do you go to Starbucks and what do you order? Your answer likely will be different from that of your Read More
Notable Health Care Advertising // By Peter Hochstein // Any number of hospitals post videos on the internet featuring their doctors and other staff discussing their institutions and specialties. Too often, these standup “talking head” presentations feel unspontaneous and uncomfortable. Eyes shift nervously as speakers obviously read from cue cards. Language that looked good on Read More
“Sorry, family health care decision-making moms, ages 20-something to about 50. For once, you’re not the specific target of a hospital advertising campaign,” says veteran copywriter and frequent SHCM contributor Peter Hochstein. “Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running a different Read More
What’s old is new again at Methodist Hospital in Omaha, Nebraska. Methodist recently celebrated its 125th anniversary, and this milestone provided a valuable opportunity for the health system to build on its past to position itself for the future. While most health care systems pride themselves on being ahead of the curve when it comes Read More
Notable Health Care Advertising // By Peter Hochstein // Sorry, family health care decision-making moms, ages 20-something to about 50. For once, you’re not the specific target of a hospital advertising campaign. But then, Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running Read More
// By Lisa D. Ellis // What’s old is new again at Methodist Hospital in Omaha, Nebraska. Methodist recently celebrated its 125th anniversary, and this milestone provided a valuable opportunity for the health system to build on its past to position itself for the future. Read on to find out how a multifaceted campaign helped Read More
Veteran copywriter and regular SHCM contributor Peter Hochstein suggests an interesting proposition: “Run some hospital advertising that flat out calls your potential patients nerds. Nah, come to think of it, that probably wouldn’t work, and might prompt some irate letters to your CEO. Well then, how about offering advice that sounds financial, and encourages people to ‘go Read More
“Before anything, Rachael Kagan, director of communications for the San Francisco Department of Public Health, wants you to know that the campaign her department launched is not an advertising campaign. It’s a branding campaign, she insists,” says veteran copywriter and regular SHCM contributor Peter Hochstein. “It wasn’t about drawing more people or business,” she explains. Read More
Notable Health Care Advertising // By Peter Hochstein // Here’s a bright idea: Run some hospital advertising that flat out calls your potential patients nerds. Nah, come to think of it, that probably wouldn’t work, and might prompt some irate letters to your CEO. Well then, how about offering advice that sounds financial, and encourages Read More
Notable Health Care Advertising // By Peter Hochstein // Before anything, Rachael Kagan, director of communications for the San Francisco Department of Public Health, wants you to know that the campaign her department launched is not an advertising campaign. It’s a branding campaign, she insists. “It wasn’t about drawing more people or business,” she explains. Read More
Notable Health Care Advertising // By Peter Hochstein // Uh oh! Something isn’t quite right about the race car driver in a TV spot. He’s a bit too pudgy. He seems overly fidgety. Instead of wearing a race car driver’s fireproof suit, he’s sporting a short-sleeved polo shirt. And as he floors the gas pedal Read More
The journey to selecting a health care system is not unlike the way people decide to buy a car, book a vacation destination, or hire a plumber. In fact, the basic consumer journey model can be adapted to almost any industry, according to Stephen Moegling, chief growth officer at Franklin Street, a health care brand Read More
// By Lisa D. Ellis // Do you know exactly how people decide where to go for their medical care? Understanding the path that patients take to access care can help you determine where in the decision process you have the best opportunity to influence them to select your system. Mapping the Decision Pathway Consider Read More
Notable Health Care Advertising // By Peter Hochstein // Intuitively, you’d probably think that advertising for UCHealth should reflect nothing but gravitas. After all, it’s a 1,620-bed Colorado health care system with seven campuses (and three more under construction as of this writing), more than 2.5 million annual outpatient visits, and the University of Colorado’s Read More
// By Lisa D. Ellis // A behavioral health practice in Manhattan that offers cutting-edge treatment options goes surprisingly low-tech when it comes to its marketing strategy. The results prove that sometimes simpler can be better. Find out how this practice: Uses old-fashioned techniques to connect with patients and physicians. Takes the stigma out of Read More
// By Lisa D. Ellis // When it comes to marketing your health care services, you may find yourself grappling with the challenge of personalizing your promotional materials without being able to share any specific information about your patients. This paradox can make it difficult to market your organization to the full extent. That’s also Read More
Notable Health Care Advertising // By Peter Hochstein // “Duluth, a four-season city with 11,000 acres of green space alongside the great Lake Superior, has miles of trails and over 100 parks, providing a suitable back drop for a multitude of recreation activities.” Wait! Don’t go away! You’re still reading Strategic Health Care Marketing. The Read More
“You know you’re in rural America when the front page of the local newspaper features a story about one of its delivery truck drivers finding his route blocked by a pair of obstinate moose,” observes Peter Hochstein, veteran copywriter and regular SHCM contributor. “It happened in Gloversville, New York, population 15,315, and once the center of Read More
Notable Health Care Advertising // By Peter Hochstein // You know you’re in rural America when the front page of the local newspaper features a story about one of its delivery truck drivers finding his route blocked by a pair of obstinate moose. It happened in Gloversville, New York, population 15,315, and once the center Read More
“Much has been written about marketing health care products and services to millennials, and for good reason,” says Ken Robbins, CEO and founder of digital agency Response Mine Interactive. “Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to Read More
When a young woman named Kommah was diagnosed with an aggressive form of breast cancer, she was told she had just a 5 percent chance of surviving. Gus, a firefighter, had to forgo saving others’ lives to focus on his own fight against leukemia. Today, both Kommah and Gus have beaten the odds, thanks to Read More