Advertising

How To Brand a Health Network Without Spending a Dime on Ads

“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

Yes, You Can Brand a Citywide Health Network for a Price Close to Chicken Feed These Days: Do Use Video Graphics and Multilingual Messaging, Just Don’t Use the “A” Word

Peter Hochstein

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

A New Global Health Care Marketing Framework

Skills and Attributes of the Healthcare Strategist

At the annual meeting of the Society for Healthcare Strategy & Market Development (SHSMD) in September 2017, a group of health care strategists from the Middle East came all the way to Orlando, Florida to attend the presentations. When they introduced themselves to SHSMD representatives, they revealed that they had made the trip to attend Read More

5 Key Stops on Your Patients’ Decision-Making Journey

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

Beneath the Surface Frivolity of UCHealth Ads That Promote the Denver Broncos, There’s a Strong Dose of Marketing Horse Sense

Peter Hochstein

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

Balancing Promotion and Patient Privacy: 5 Lessons Learned from the Pharmaceutical Segment That Can Enhance Your Marketing Efforts

Lisa Ellis

// 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

Attractive Minnesota Health Care System Seeks Athletic Young Adults with Broken Legs, Fractured Ribs, Concussions, or Other Traumas. Object: Long-Term Relationships.

Peter Hochstein

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

Small Hospital Employs “Guerrilla Marketing” To Great Effect

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,” 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

How Gen X and Boomers Shop for Health Care

Ken Robbins, CEO of Response Mine Interactive

“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

Marketing Science Plus Soul Equals Brand Success for City of Hope

Lisa Stockmon, Chief Marketing and Communications Officer at City of Hope

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

Gen X Is All Grown Up: Meet the Patients Driving Health Care Consumerism

Ken Robbins, CEO of Response Mine Interactive

// By Ken Robbins // Much has been written about marketing health care products and services to millennials, and for good reason. 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 overlook other generations. More focus should be Read More

How to Commit Health Care Marketing Heresies for Fun and Profit

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // “Health care heresies?” No doubt about it. Since April of this year, a New York advertising agency called Brandfire has been committing the advertising equivalent of heresy on behalf of North Memorial Health, a respected Minneapolis-St. Paul area hospital system with two hospitals, some 650 beds, Read More

Beyond Testimonials: A Fresh Way To Advertise Your Expertise

Peter Hochstein

“If you’ve been involved with hospital advertising for a while, you’ve probably seen it all,” observes Peter Hochstein, veteran copywriter and SHCM contributor. “Touching testimonials from patients telling what a hospital’s doctors did for them. Doctors explaining how they collaborated on a medical breakthrough. Pictures galore of high-tech tools, people in surgical masks, MRI images Read More

Creative Ways To Engage Consumers and Move Them To Take Action

“Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings,” says John Brand, senior director of marketing and public relations at St. Luke’s University Health Network. He says his organization defines “engagement” as “compelling consumers to take action on behalf of our brand, primarily in social spaces.” Brand says Read More

Is There a Fresh Way Left to Advertise That Your Hospital Is in the Front Lines of Medical Science? Here’s a Surprisingly Engaging One from Galveston, Texas

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // If you’ve been involved with hospital advertising for a while, you’ve probably seen it all. Touching testimonials from patients telling what a hospital’s doctors did for them. Doctors explaining how they collaborated on a medical breakthrough. Pictures galore of high-tech tools, people in surgical masks, MRI Read More

Lessons Learned from the ALS Ice Bucket Challenge, and How St. Luke’s Applies Them to Move Patients and Employees to Action

John Brand is the senior director of marketing and public relations at St. Luke’s University Health Network

// By John Brand // Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings. At St. Luke’s University Health Network, a seven-hospital health system spread across northeastern Pennsylvania and northwestern New Jersey, we define it as compelling consumers to take action on behalf of our brand, primarily Read More