Subtopics: Brand Architecture, Brand Standards, Identity, Logos, Naming Conventions, Rebranding Campaigns, etc.
// By Mark Shipley // Every great brand has a story to tell; one that evokes emotion, promises honesty and inspires loyalty. A compelling brand narrative is a powerful tool. It can bring color to a seemingly colorless organization, but it can also accomplish more than that. An emotional, honest brand story can change the Read More
Hospitals present more audio opportunities than do most brands, says Colleen Fahey, the U.S. Managing Director of audio branding agency Sixième Son. But most of the time, this opportunity is wasted: “Walk into the admissions area of a university hospital and you’ll hear the clatter of carts, the chatter of announcements, the buzz of phones Read More
The corporate and health care sectors often talk in different languages and have different ways of doing business. But there are lessons from the business world that can translate well to the health care setting, especially when it comes to building a brand. Perhaps no one knows this better than Lisa Stockmon, the Chief Marketing Read More
For One Florida Hospital, It Was the Smart Way Out of a Marketing Conundrum. Notable Health Care Advertising // By Peter Hochstein // For people trying to market the maternity services at Jackson Memorial Hospital, a huge institution in Miami, Florida, with more than 1,254 beds on its main campus alone, it must have felt Read More
// By Stacy Beers and Claire Hovis // When a new brand takes hold as intended, one tough job is over—but another has already begun. How soon is too soon to change gears from brand establishment to a new phase of promotion? Will new messages come across as mixed messages and muddy the clear impression Read More
St. Francis Hospital and Health Centers in Poughkeepsie, New York, wasn’t the first hospital to find itself drowning in a sea of financial troubles and it probably won’t be the last, notes veteran copywriter Peter Hochstein. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls Barbara Kram, Senior Director, Read More
“As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market,” says Lisa Arledge Powell, President of MediaSource, a content-focused health care public relations firm. “But in the past few years,” she says, “the growth of new media has opened up Read More
What do you get when you mix science, soul, and miracles? At City of Hope, an independent biomedical research institution and comprehensive cancer center near Los Angeles, these ingredients are the recipe for second chances. And the sum is certainly bigger than the parts. “City of Hope’s mission is to cure cancer, diabetes, and other Read More
// By Colleen Fahey // This second half of a two-part series continues to explore the concept of audio branding and looks at how a tailored audio vocabulary can boost your brand influence more than you might ever expect. In the first section, we focused on social media in the quirky world of hospital marketing Read More
Notable Health Care Advertising // By Peter Hochstein // St. Francis Hospital and Health Centers in Poughkeepsie, New York, wasn’t the first hospital to find itself drowning in a sea of financial troubles and it probably won’t be the last. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls Read More
Over the past year, Clay Cutchins of Franklin Street, a health care brand consultancy, worked with his team to help form the messaging and positioning of a new pediatric Accountable Care Organization (ACO) in Texas. This was not his first experience developing ACO marketing strategies. “Previously, we had helped sculpt the brand framework for a Read More
Q&A with Lisa Stockmon, Chief Marketing and Communications Officer, City of Hope // By Lisa D. Ellis // The corporate and health care sectors often talk in different languages and have different ways of doing business. But there are lessons from the business world that can translate well to the health care setting, especially when Read More
// By Lisa Arledge Powell // As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market. But in the past few years, the growth of new media has opened up many more avenues for publicity and the process of how Read More
“Spurred by the convergence of the Affordable Care Act, an extraordinary medical technology revolution, and our new on-demand, sharing economy mindset, America’s health care ecosystem is now set up to revolve around the customer,” says Lindsay R. Resnick, Chief Marketing Officer of Wunderman Health. Resnick says several “known unknowns” will affect the health care landscape Read More
// By Lisa D. Ellis // What do you get when you mix science, soul, and miracles? At City of Hope, an independent biomedical research institution and comprehensive cancer center near Los Angeles, these ingredients are the recipe for second chances. And the sum is certainly bigger than the parts. “City of Hope’s mission is Read More
Tips from City of Hope’s Chief Marketing & Communications Officer // By Lisa D. Ellis // City of Hope has found its niche and been able to effectively convey this expertise to its target audience, including potential patients and donors. For other organizations to accomplish similar goals, says Lisa Stockmon, Chief Marketing and Communications Officer Read More
// By Clay Cutchins // Over the past year, my teammates and I helped form the messaging and positioning of a new pediatric ACO in Texas. Previously, we had helped sculpt the brand framework for a Medicare ACO. Recently, we decided to gather to cull some of the lessons we have learned in our own Read More
Four critical areas of focus for every health care marketer, and how to make it happen! // By Lindsay R. Resnick // Spurred by the convergence of the Affordable Care Act, an extraordinary medical technology revolution, and our new on-demand, sharing economy mindset, America’s health care ecosystem is now set up to revolve around the Read More
// By Colleen Fahey // This two-part series explores the concept of audio branding and looks at how a tailored audio vocabulary can boost your brand influence more than you might ever expect. In this first section, we focus on social media in the quirky world of hospital marketing and introduce the subtle way branded Read More
// By Lisa D. Ellis // One size fits all. That’s the concept Kaiser Permanente is embracing these days when it comes to shaping marketing messages that will resonate with its diverse target audience. While the idea is obviously appealing—after all, one universal marketing campaign is always easier than many nuanced ones—finding just the one Read More
Notable Health Care Advertising // By Peter Hochstein // Old and familiar hospital names sometimes die hard. A case in point: In 2007, the former Saint Vincent’s Catholic Medical Center in New York’s borough of Staten Island changed its name to Richmond University Medical Center. Three years later, the hospital hired Wax Custom Communications of Read More
By 2020, Merck Manuals wants to reach 3 billion people and give them current, accurate medical information, says Derek Mabie, President and Founder of Evolve Digital Labs. While Merck has been a trusted peer-reviewed resource within the medical community since 1899, he notes, the process by which medical professionals find the answers they are seeking Read More
In southeast Massachusetts, residents can shop for fresh fruit and produce at community farmers markets sponsored by Southcoast Health. This is part of Southcoast Health’s commitment not only to take care of its patients but also to protect the health of a high-risk community. And in the process of “doing good” for others, the health Read More
// By Derek Mabie // By 2020, Merck Manuals wants to reach 3 billion people, giving them current, accurate medical information. The nonprofit organization has served as a trusted peer-reviewed resource within the medical community since 1899, providing health information to medical professionals and individuals seeking information on everything from flu vaccines to complex cancer Read More
// By Lisa D. Ellis // In southeast Massachusetts, residents can shop for fresh fruit and produce at community farmers markets sponsored by Southcoast Health. This is part of Southcoast Health’s commitment not only to take care of its patients but also to protect the health of a high-risk community. And in the process of Read More