Advertising

Cook Up an Effective Marketing Strategy with these 8 Key Ingredients

Eric Brody

“Your health system or hospital story doesn’t matter—until it does,” says Eric Brody. “What matters is simply how your story fits into the lives of your audience.” Brody is president of Trajectory, a national branding and marketing agency. He notes that while this simple concept is tough to deliver on, it’s also critical to your success Read More

5 Considerations When Developing Service Line Priorities

Service Line Priorities

// Sponsored Post //

Healthcare Organizations Don’t Succeed by Accident

Rather, organizational success most often comes from intentional and purposeful planning. Today’s hospitals face shrinking reimbursements, shifting reimbursement models and an increasing focus on reducing costs and utilization—making planning even more important.

To succeed in this environment, you must plan with purpose. It helps you grow in areas that improve organizational return and protect profitability. It also keeps you focused on your core mission, helping you avoid wasteful strategies.

Read this whitepaper to learn these five factors that will help you develop service line priorities:

  • Understand how each service line fits within your mission, vision & values
  • Measure the service line’s capacity & readiness for growth
  • Quantify the market opportunity for growth
  • Determine the service line’s value to your organization
  • Identify current & planned patient pathways

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Children’s Hospital Finds Success with Humorous Campaign

Veteran copywriter and SHCM contributor Peter Hochstein boils down one hospital’s advertising campaign down to one word: wisecracks. The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is Read More

Word of Mouth Remains a Health Care Marketing Imperative

“Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country,” says Ryan Hanser, APR, who leads Hanser & Associates, a full-service PR firm based in Des Moines, Iowa. “Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority of expertise. Read More

Kids and Docs Engage in Jocular Banter. Result: Stony Brook Children’s Hospital Builds Awareness and Preference for Its Serious Approach to Medicine

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is the pediatric surgeon who accompanies her. The girl asks, Read More

Augusta University Health Gets Strategic To Improve Payer Mix

Augusta University Health System is no stranger to change. Over the past five years, it has undergone several rebranding campaigns and two consolidations. Yet through all of these fluctuations, one thing has remained the same: the need to find new and more efficient ways to improve its reputation and continue to grow market share. The Read More

Word of Mouth: Harness the Voice of Patients and Staff for Powerful Results

// By Ryan Hanser // Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country. Year over year, America appears to be witnessing the collapse of expertise and institutional trust. Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority Read More