Advertising

What it Means to be Human First at BIDMC

by Ansuya Bijur In a memorable scene in the best-selling novel Cutting for Stone, a doctor asks his medical students, “What treatment is offered by ear in an emergency?” One of the students replies, “Words of comfort, sir.” Most often, patients meet clinicians under extremely difficult circumstances. Typically clinicians treat a disease—what ails the body. Read More

Marketing Health Care to Multicultural Audiences

// By Cheryl L. Serra // If you market health care, you know a cookie-cutter approach just doesn’t cut it. You need to determine a number of factors: Who makes health care decisions in the family? What does your audience believe about health care and health care providers? Increasingly, you also need to consider how Read More

How Boston Children’s Hospital Stands Out in a Crowd of Standouts

// By Peter Hochstein // Despite specializing in kids exclusively, Boston Children’s Hospital confronts a wall of competition that hospitals elsewhere might find daunting. Liz Vanzura, chief marketing officer for Boston Children’s advertising agency, MMB, can list 10 other local hospitals that treat children—among them such formidable names as Mass General, Tufts Medical Center, and Read More

St. Vincent’s HealthCare Finds a New Prescription to Fortify Its Brand Image

by Peter Hochstein A few years ago, it became clear to the marketing people at St. Vincent’s HealthCare, a 903-bed, three-campus hospital system in Jacksonville, FL, that their institution’s brand image could do with some strengthening. Little wonder. The organization’s awareness and reputation was in fourth place compared with the competition. That competition, in a Read More

Los Angeles Area Hospital Finds Benefit in Event with Worldwide Exposure

by Mark S. Gothberg Why would the City of Hope, a Los Angeles area research and treatment center for cancer, diabetes, and other life-threatening diseases, participate in the 125th Rose Parade on New Year’s Day? For pretty much the same reasons it has been involved in this world-famous parade, held in Pasadena, CA, for the Read More

QR Codes Are Obsolete

Michele von Dambrowski

by Michele von Dambrowski Not only are Quick Response codes dead, they “should have never lived,” claims Dean Browell, PhD, execu­tive vice president for the social media strategy firm Feedback in Richmond, VA. Browell likens QR codes to the ill-fated CueCat, a cat-shaped code reader that plugged into a computer like a mouse. Wired and Read More

A Massive, Four-State Health System Rebranding Effort Leads to Simple, Informative, Cheerfully Straightforward Advertising

by Peter Hochstein So there it was, a sprawling health care behemoth, at first glance scarcely recognizable as a single entity. It was named Novant Health, created in 1997 by the merger of two North Carolina organizations, Carolina Medicorp and Presbyterian Healthcare, into a single system. Over time, other organizations joined Novant Health until the Read More

Ten Sites or Apps That Exemplify Good Use of Mobile Health Care

Michele von Dambrowski

by Michele von Dambrowski Everyone knows that mobile is hot, observes Christian Twiste, vice president of interactive services at BlueSpire Strategic Marketing. But what everyone struggles with, including large Internet companies, is how best to address the different ways that people interact with their mobile devices. “A lot of mobile users are either bored, busy, Read More

Dignity Health Rebrands: Say Hello to Human Kindness

by Jane Weber Brubaker A helicopter hovers over a concrete embankment, flood­waters rising rapidly around the target of the rescue operation, a black lab, alone and struggling to keep his head above water. “Does everyone matter?” asks the TV commercial. The chopper drops a line and a rescue worker lifts the dog to safety. “Yes” Read More

Ad Campaign Deploys Gas Pumps, Shopping Carts, Car Bumpers, and More to Build Employee Bonds and Create a Cohesive Public Identity

Not too long ago, a keen observer might have com­pared the facilities that make up Carondelet Health Network in southern Arizona to a group of distant relatives. Closely knit families in their individual en­vironments, they lacked a cohesive image in the larger community. The network’s biggest facilities are three hospitals – one on the east Read More

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