Brand Management

Subtopics: Brand Architecture, Brand Standards, Identity, Logos, Naming Conventions, Rebranding Campaigns, etc.

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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

December 1, 2017

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

Oversharing on Social Media Can Lead to HIPAA Violations

October 5, 2017

Health care marketers have lots of hurdles to overcome to achieve their organizational goals, and one of the biggest to conquer is ensuring your organization meets HIPAA requirements in all that it does. In a new story, we discuss how to effectively engage health care consumers via social media without violating patient privacy concerns. Jay Hodes, Read More

Why a Cutting-Edge Behavioral Health Practice Takes an Old-School Approach to Market Its Services

September 1, 2017

// 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

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

August 29, 2017

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

Start and Leverage a Speakers Bureau for Branding Success

August 3, 2017

Should your health care organization start a speakers bureau? Most experts say, “Yes”—and a few of them offer important advice for making sure yours achieves all of your organization’s desired benefits. “Speakers bureaus are great reputation-building tools for organizations as they increase awareness of the organization and they also provide a way to build the Read More

A Speakers Bureau Can Promote Your Service Lines, Elevate Your Brand, and Serve Your Community

July 28, 2017

How to Get Yours Started, Measure Success, and Improve Results // By Lisa D. Ellis // Should your health care organization start a speakers bureau? Most experts say, “Yes”—and a few of them offer important advice for making sure yours achieves all of your organization’s desired benefits. “Speakers bureaus are great reputation-building tools for organizations Read More

How Gen X and Boomers Shop for Health Care

July 27, 2017

“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

July 20, 2017

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

Personalized Marketing: Tracking City of Hope’s Impact, One Life at a Time

July 10, 2017

// 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

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

July 6, 2017

// 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

Touchdown! Health System Teams with Sports Franchise for the Win

June 15, 2017

Some of the latest headlines from top academic medical centers today seem more fitting for ESPN than for a health care brand. This is thanks to the fact that a growing number of organizations are signing increasingly complex and integrated agreements with NFL, MLB, and NBA teams. Just these past few months, landmark partnerships have Read More

Keeping Score: How One Medical Center’s Sponsorship of a Sports Team Scored a Touchdown with Its Population Health Efforts

May 26, 2017

// By Lisa D. Ellis // Some of the latest headlines from top academic medical centers today seem more fitting for ESPN than for a health care brand. This is thanks to the fact that a growing number of organizations are signing increasingly complex and integrated agreements with NFL, MLB, and NBA teams. Just these Read More

Beyond Testimonials: A Fresh Way To Advertise Your Expertise

May 18, 2017

“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

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

May 2, 2017

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

Cook Up an Effective Marketing Strategy with these 8 Key Ingredients

April 20, 2017

“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

What To Do When a Blogging Doctor Goes Off-Message

April 13, 2017

Physician-contributed writing provides a great way to provide thought leadership and to share your medical staff members’ expertise more broadly. It can also help to personalize your organization and make a deeper connection with patients. But it’s essential that any staff-contributed writing goes through a defined editorial process that ensures the content accurately represents your Read More

Walking the Fine Line Between Fact and Opinion in Physician-Authored Writing

March 29, 2017

// By Lisa D. Ellis // Circus performers who walk the tightrope receive extensive training to prevent falls. But medical personnel who represent their health care organizations are often much less savvy about how to avoid taking a misstep when they enter the complex world of social media. As a result, health systems can suffer Read More

Health Care Marketing: Try This Recipe for Cooking Up Fresh and Relevant Results

March 24, 2017

// By Eric Brody // Your health system or hospital story doesn’t matter—until it does. What matters is simply how your story fits into the lives of your audience. This simple concept is tough to deliver on, but it’s also critical to your success as a health care marketer. It really comes down to the Read More

Children’s Hospital Finds Success with Humorous Campaign

March 16, 2017

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

March 9, 2017

“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

February 23, 2017

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

February 23, 2017

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

Augusta University Health System Launches a Strategic Campaign to Grow Neuroscience Service Line and Build Its Reputation

February 22, 2017

// By Lisa D. Ellis // 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 Read More

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

February 17, 2017

// 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

Micro-Targeted Marketing Pays Off for Tanner Health System

February 9, 2017

When its market share began dwindling recently, Tanner Health System turned to micro-targeted data to step up its marketing efforts. Until recently, the system’s main sources of information were limited to the basics such as electronic medical records, census bureau results, and general facts about the service area. “We also had data from the Georgia Read More