“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
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
// By Lisa D. Ellis // This is a pivotal time in health care as conditions continue to shift rapidly, posing new challenges for health care organizations, regardless of size, structure, or location. That’s why SHSMD’s latest publication offers a roadmap that can be tailored for any situation, to empower marketers and strategists to help 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
// By Lisa D. Ellis // 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 Read More
// 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
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
“If somebody ever produces a list of the best places in America to get sick, Cleveland will have to be high on the list,” notes copywriter and regular SHCM contributor Peter Hochstein. “The 1.2 million people of Cleveland and surrounding Cuyahoga County have a choice of three teaching hospitals. One of them, Cleveland Clinic, has Read More
Notable Health Care Advertising // By Peter Hochstein // If somebody ever produces a list of the best places in America to get sick, Cleveland will have to be high on the list. The 1.2 million people of Cleveland and surrounding Cuyahoga County have a choice of three teaching hospitals. One of them, Cleveland Clinic, Read More
“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
“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
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
// 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