// 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
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
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
// 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
In the small city of Peoria, Illinois (population 116,513), OSF Saint Francis Medical Center (609 beds) used a very small media budget ($45,000) for one of its services and got some big results. The service was mammogram screening. And, yes, there were other costs for production and Internet usage and design, too. Richole Ogburn, account Read More
There’s more pressure today than ever before on hospitals and other health care organizations to provide high-value, patient-centered care for a growing audience. As a result, marketing departments are being pushed to find creative ways to leverage their shrinking budgets and resources to help achieve these ambitious goals. If this describes your situation, and you’re Read More
// By Colleen Fahey // This two-part series explores 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 this first section, we focus on social media in the quirky world of hospital marketing and introduce the subtle way branded Read More
// By Lisa D. Ellis // One size fits all. That’s the concept Kaiser Permanente is embracing these days when it comes to shaping marketing messages that will resonate with its diverse target audience. While the idea is obviously appealing—after all, one universal marketing campaign is always easier than many nuanced ones—finding just the one Read More
Notable Health Care Advertising // By Peter Hochstein // Old and familiar hospital names sometimes die hard. A case in point: In 2007, the former Saint Vincent’s Catholic Medical Center in New York’s borough of Staten Island changed its name to Richmond University Medical Center. Three years later, the hospital hired Wax Custom Communications of Read More
Notable Health Care Advertising // By Peter Hochstein // This is a story about hospital advertising that’s also very substantially about numbers, all of them very nice numbers for a hospital to have. In the small city of Peoria, Illinois (population 116,513), OSF Saint Francis Medical Center (609 beds) used a very small media budget Read More
// By Lisa D. Ellis // There’s more pressure today than ever before on hospitals and other health care organizations to provide high-value, patient-centered care for a growing audience. As a result, marketing departments are being pushed to find creative ways to leverage their shrinking budgets and resources to help achieve these ambitious goals. If Read More
Early this year, says copywriter Peter Hochstein, “a group medical practice called the Toledo Clinic in Toledo, Ohio, got what must have seemed like a bright marketing idea. “With the help of a mom-and-pop advertising agency called Modern TECHnique in Avon, Ohio, the clinic ran a full-page ad in the daily Toledo Blade. The ads Read More
We are proud to announce that on Wednesday, Nov. 18, Theresa Komitas, Marketing and Public Relations Director at KishHealth System, and Tim Hanners, Chief Healthcare Strategist at TrueNorth Custom, will present a new webinar on content marketing for hospitals and health systems. This comprehensive session, “Health Care Content Marketing: How to Drive Awareness, Engage Customers, Read More
A new partnership between Signature Healthcare and The Floating Hospital for Children at Tufts Medical Center brings highly respected Boston pediatric specialists to Signature Healthcare Brockton Hospital (about 25 miles outside of Boston) and makes these experts available 24/7, 365 days a year. But how best to get the word out about this compelling new offering? Brockton Read More
In the aftermath of 2005’s Hurricane Katrina, Ochsner Health System bought up several of the independent hospitals in the New Orleans and Baton Rouge area. It rehabbed and upgraded them, and incorporated them into Ochsner’s system. But even by 2007, the newly acquired hospitals had not been branded as part of Ochsner. “When we got involved Read More
Consumers are bombarded with an average of 5,000 marketing messages a day. New research shows the average attention span is a mere eight seconds. The brain processes 70,000 thoughts each day. These stats, sourced and shared by Jason Skinner in a new article, “reflect the harsh reality you face as a health care marketer: Engaging Read More
Notable Health Care Advertising // By Peter Hochstein // Early this year, a group medical practice called the Toledo Clinic in Toledo, Ohio, got what must have seemed like a bright marketing idea. With the help of a mom-and-pop advertising agency called Modern TECHnique in Avon, Ohio, the clinic ran a full-page ad in the Read More
// By Lisa D. Ellis // Sometimes simple messages can be the most effective. That’s what Signature Healthcare learned recently when it set out to promote a new relationship with The Floating Hospital for Children at Tufts Medical Center. This partnership brings highly respected Boston pediatric specialists to Signature Healthcare Brockton Hospital (about 25 miles Read More
Neuroscientific research is helping marketers better understand how to reach the inner recess of our audience’s brain, which, because it has been evolving for millennia, still makes decisions better suited for survival on the savannas of Africa than in today’s world of modern health care, according to health care marketing consultant Dan Fredricks. Understanding the Read More
Notable Health Care Advertising // By Peter Hochstein // This is a story about a hurricane, a hospital system, and two advertising campaigns. It’s gleaned primarily from an interview with Kerry Graham, Vice-Chairman and CEO of Bohan Advertising in Nashville, Tennessee. Bohan was the advertising agency for the hospital system, Ochsner Health System, from 2007 Read More
// By Jason Skinner // The decision process of a health consumer is changing, and as a health care marketer you must understand how to find and engage your audience using the power of content marketing. Consumers are bombarded with an average of 5,000 marketing messages a day. New research shows the average attention span Read More