Subtopics: Brand Architecture, Brand Standards, Identity, Logos, Naming Conventions, Rebranding Campaigns, etc.
// By Lisa D. Ellis // When its market share began dwindling recently, Tanner Health System turned to micro-targeted data to step up its marketing efforts and make them more efficient. Using Data to Hone Marketing Efforts As a nonprofit health system serving nine counties in rural west Georgia and east Alabama, Tanner has more Read More
Who says print is dead? That’s far from the case in the health care field, where “publishing magazines is starting to seem as commonplace in many hospitals as taking patients’ temperatures. Well, almost,” says veteran copywriter and SHCM contributor Peter Hochstein. “The data collected over the last ten years shows that approximately 60 to 70 Read More
They say breaking up is hard to do—but merging isn’t always so easy, either. When two health care organizations in New Jersey joined to create one larger, more comprehensive system called Hackensack Meridian Health last summer, there were numerous challenges in addition to opportunities. For instance, the CEOs of both legacy organizations decided to share Read More
// By Lisa D. Ellis // When two health care organizations in New Jersey merged to create one larger, more comprehensive system called Hackensack Meridian Health last summer, there were many opportunities and challenges. For instance, the CEOs of both legacy organizations decided to share the top leadership role in the new system, pooling their Read More
Notable Healthcare Advertising // By Peter Hochstein // It’s getting to the point where publishing magazines is starting to seem as commonplace in many hospitals as taking patients’ temperatures. Well, almost. “The data collected over the last ten years shows that approximately 60 to 70 percent of all hospitals send out a printed magazine or Read More
“It has been said that all motion is relative,” notes Ross K. Goldberg. “If that is indeed true, then it’s entirely possible to go backward by simply standing still if the world around you is changing.” Goldberg, President of Kevin/Ross Public Relations in Southern California, says that “[o]ver the past half-dozen years, those entrusted with Read More
“As physicians are evaluating whether to participate in Accountable Care Organizations (ACOs), they are facing a new reality, one that demands they change their practice processes, reduce health care utilization, and improve wellness for the patients they care for,” says Andrea J. Simon, Ph.D., President of Simon Associates Management Consultants. “They must now refer to Read More
If you had a suspicious mole or rash on your leg, what if you could have it evaluated by a dermatologist tomorrow without having to miss any work or activities and could find out quickly whether the area is cause for concern? You’d probably find this approach invaluable. And so might many of your health Read More
“As the health sciences have advanced, pressure to see more patients in less time has also grown. Little wonder that doctor-patient relationships often seem less personal—and consequently less satisfying—than they once were,” notes veteran copywriter and regular SHCM columnist Peter Hochstein. “It was just this kind of society-wide malaise that provided a branding opportunity for Read More
Notable Health Care Advertising // By Peter Hochstein // This story is a departure from what you usually find in this space. It’s about television advertising for the services of a single practitioner, not a group practice or hospital. It’s also about a rare occurrence—real knee-slapping humor in a spot supporting treatment for a medical Read More
// By Lisa D. Ellis // If you had a suspicious mole or rash on your leg, what if you could have it evaluated by a dermatologist tomorrow without having to miss any work or activities and could find out quickly whether the area is cause for concern? You’d probably find this approach invaluable. And Read More
// By Andrea J. Simon, Ph.D. // A colleague called me not long ago to discuss his dilemma. He had the opportunity to join an ACO (Accountable Care Organization) and was perplexed, to say the least. He is a smart guy, but the options before him were overwhelming: Should he look for a hospital-based ACO? Read More
// By Bill Tourlas // Historically, consumers have played a relatively limited role in their health care decisions, especially as it relates to selecting an insurance plan. People had little concern for price or health plan comparison since employers dominated consumer choice, paying most, if not all, of the premium and typically offering employees plans Read More
“As a health care marketer or leader, you know your health care system doesn’t specialize in everything,” Keith Schneider notes. “By pairing the needs of your market with your unique differentiators, your team has chosen its investments wisely. “This intelligent approach allows you to focus on excellence. Yet you might be surprised that, despite service Read More
Notable Health Care Advertising // By Peter Hochstein // As the health sciences have advanced, pressure to see more patients in less time has also grown. Little wonder that doctor-patient relationships often seem less personal—and consequently less satisfying—than they once were. It was just this kind of society-wide malaise that provided a branding opportunity for Read More
// By Keith Schneider // As a health care marketer or leader, you know your health care system doesn’t specialize in everything. By pairing the needs of your market with your unique differentiators, your team has chosen its investments wisely. This intelligent approach allows you to focus on excellence. Yet you might be surprised that, Read More
// By Ross K. Goldberg // It has been said that all motion is relative. If that is indeed true, then it’s entirely possible to go backward by simply standing still if the world around you is changing. Over the past half-dozen years, those entrusted with health care communications have pushed forward by focusing a Read More
Placing your service lines, retail clinics, and outpatient facilities in optimal locations may mean the difference between success and failure in today’s competitive marketplace. These days, it’s no longer enough to make decisions about where to locate new offerings based on available sites or what an organization “thinks” might work. Rather, the savviest organizations are Read More
Notable Health Care Advertising // By Peter Hochstein // In most other markets, the Floating Hospital for Children at Tufts Medical Center would be in the catbird seat. The 94-bed hospital is part of a larger teaching hospital. It’s connected to a prestigious medical school. And it has won its fair share of awards and Read More
When new CEO David Feinberg, M.D., arrived at Geisinger Health System in May 2015, he saw a large system with a great reputation for medical innovation and outcomes. “But its reputation among its patients based on their hospital experiences? Not so great,” says copywriter and regular SHCM contributor Peter Hochstein. Hochstein notes that the hospital regularly surveys employees, patients, Read More
// By Lisa Ellis // Placing your service lines, retail clinics, and outpatient facilities in optimal locations may mean the difference between success and failure in today’s competitive marketplace. These days, it’s no longer enough to make decisions about where to locate new offerings based on available sites or what an organization “thinks” might work. Read More
In the wake of the Orlando tragedy, it’s more important than ever for health care organizations to keep their messages all-inclusive. Here’s how. // By Sara Tack // Hospitals and health systems are responsible for taking care of anyone and everyone regardless of race, religion, gender orientation, or age. That’s the nature of health care: Read More
“Health care advertising often falls short of representing the various populations that hospitals and health systems serve,” says Sara Tack. “We are inclusive to a point, covering our diversity bases by featuring ads with Caucasians, African Americans, Hispanics, and Asians. Sometimes, these images come across as pandering or obvious tokenism to the point where the Read More
It used to be that if you built a good health system, people would come. But in today’s hectic world, many organizations find it necessary to extend their services to places their patients frequent instead. In fact, these days, organizations providing the highest-quality care are a given, but how that care is delivered—and where—have become the Read More
“Health care is changing—and so are health care brand campaigns,” says Daniel P. Stevens. “Building a strong health care brand in an environment that is undergoing drastic change is challenging: the switch from fee for service to value-based care; the emergence of accountable care organizations; the consolidation of hospitals—the list goes on. Sure, these shifts Read More