Subtopics: Brand Architecture, Brand Standards, Identity, Logos, Naming Conventions, Rebranding Campaigns, etc.
Does your hospital or health system really live up to the brand portrayed in the messages you send to your audience? Honestly, does it really? If you’re like many health care groups around the nation, you may have a serious disconnect between how your internal culture operates and the image you try to convey to Read More
Everyone who works in public relations or marketing knows how difficult it can be to get good media coverage for a product or event. Philips, a leading technology company that creates innovative products and solutions in health tech, decided to try to generate publicity around the idea of doctors using Google Glass during surgery to monitor Read More
Notable Health Care Advertising // By Peter Hochstein // This is a story about a hurricane, a hospital system, and two advertising campaigns. It’s gleaned primarily from an interview with Kerry Graham, Vice-Chairman and CEO of Bohan Advertising in Nashville, Tennessee. Bohan was the advertising agency for the hospital system, Ochsner Health System, from 2007 Read More
// By Jason Skinner // The decision process of a health consumer is changing, and as a health care marketer you must understand how to find and engage your audience using the power of content marketing. Consumers are bombarded with an average of 5,000 marketing messages a day. New research shows the average attention span Read More
How to Embrace a Similar Strategy … and Keep Patients Coming Back // By Lisa Ellis // Ever wished you could get a bird’s eye view of what your competition is doing so you could use the information to sharpen your own efforts and make them more effective? Some health systems are turning to secret Read More
“A hospital ‘call center’ often has been considered an irritating expense health care organizations have to endure, because people use phones and want to reach a doctor or patient in the hospital,” Andrea Simon, Ph.D. says. “But maybe it’s time to ask, ‘What if we’ve always been wrong?’” Andrea J. Simon, Ph.D. is a corporate Read More
When your health system lives in the shadow of academic medical centers and urban-based powerhouse healthcare brands, its takes real work to compete. Cape Cod Healthcare (CCHC) has undergone a transition to do just that, according to Patrick Kane, Senior Vice President of CCHC’s Marketing, Communications, and Business Development. A series of organizational changes have Read More
// By Lisa Ellis // “Say it. Live it.” This concept sounds simple, right? But do you and your employees really live up to the messages you regularly send to your audience? If you’re like many health care groups around the nation, you may have a serious disconnect between how your internal culture operates and Read More
// By Lisa Ellis // Everyone who works in public relations or marketing knows how difficult it can be to get good media coverage for a product or event. So when Philips, a leading technology company that creates innovative products and solutions in health tech, decided to try to generate publicity for a proof-of-concept solution Read More
“Videos can be a powerful marketing tool for hospitals and health systems. When used to their full potential, they accomplish multiple goals, including sharing your organization’s story to attract more patients, helping your target audience understand your services, and encouraging them to take a more proactive role in caring for their health,” note Lori Moore Read More
Is bigger better? For Grinnell Regional Medical Center (GRMC), a 49-bed rural hospital in Grinnell, Iowa, affiliating with the larger Mercy Health Network in Des Moines has certainly had its benefits. Back in 2009, when GRMC first decided to explore creating an affiliation with a bigger network, there was growing recognition that for a community Read More
“It’s a marriage made in heaven,” notes Melissa Fors, Executive Director of Marketing Strategy for the Hazelden Betty Ford Foundation: “In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said ‘I do’ to a merger. This agreement marked the culmination of more than 30 years of connectedness between Read More
// By Andrea Simon, Ph.D. // A hospital “call center” often has been considered an irritating expense health care organizations have to endure, because people use phones and want to reach a doctor or patient in the hospital. But maybe it’s time to ask, “What if we’ve always been wrong?” Maybe a call center actually Read More
// By Lisa D. Ellis // When your health system lives in the shadow of academic medical centers and urban-based powerhouse health care brands, its takes real work to compete. Cape Cod Healthcare (CCHC) has undergone a transition to do just that, according to Patrick Kane, Senior Vice President of CCHC’s Marketing, Communications, and Business Read More
Notable Health Care Advertising // By Peter Hochstein // So let’s say you’re out to build a hospital system’s brand. And let’s also say you’re in one of the biggest markets in one of the biggest states, competing against some of the biggest regional names in health care. Although, exclusive of direct marketing, you’ve got Read More
By Lisa Ellis Is bigger better? For Grinnell Regional Medical Center (GRMC), a 49-bed rural hospital in Grinnell, Iowa, affiliating with the larger Mercy Health Network in Des Moines has certainly had its benefits. This affiliation was approved back in 2009, after GRMC’s leadership decided to look for new ways to position itself so it Read More
When patients come to your hospital for services, do you take the time to spotlight your organization’s strengths and let them know how much you value their health and well-being? You should be marketing not only to prospective patients, but also to current patients when they come to your facility; you want them to know Read More
The internationally known Mayo Clinic in Rochester, Minnesota, is among the world’s few destination medical facilities. Popular perceptions were, and probably still are, that it’s where you go for the gravest cases, the ones that can’t be handled wherever else in the world you live. But now, in addition to its destination facility in Rochester, Read More
“Eighty percent of CEOs don’t really trust marketers,” says Mike Milligan, President of Legato Healthcare Marketing, Inc., citing a recent Fournaise Marketing Group survey of high-level decisions-makers. “This is painful for me to say because I’ve been on both sides of the health care marketing table. But I’ve also learned that before you can overcome a Read More
The trend of using online relationship sites continues to be a popular way for singles to meet potential mates. Now, some savvy hospital marketers are using similar types of matching tools to connect them with reporters and bloggers as a way to build strategic relationships to help promote their services to a larger audience. The Read More
By Lisa D. Ellis The leadership at Kaiser Permanente recognizes the importance of not only caring for the people their health care system serves, but also of protecting the health of the communities where its members live, work, and play. That’s why, in addition to providing health and wellness services for its members, Kaiser Permanente Read More
By Melissa Fors It’s a marriage made in heaven. In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said, “I do” to a merger. This agreement marked the culmination of more than 30 years of connectedness between the two organizations. A Snapshot of the Two Organizations Hazelden, founded Read More
Advertising Worth Noting By Peter Hochstein The internationally known Mayo Clinic in Rochester, Minnesota, is among the world’s few destination medical facilities. Popular perceptions were, and probably still are, that it’s where you go for the gravest cases, the ones that can’t be handled wherever else in the world you live. Recently, changing conditions in Read More
By Mike Milligan Eighty percent of CEOs don’t really trust marketers, according to a recent Fournaise Marketing Group survey of high-level decisions-makers. Eighty percent! This is painful for me to say because I’ve been on both sides of the health care marketing table. But I’ve also learned that before you can overcome a challenge, you Read More
Back in 2008, Saginaw, Michigan-based Covenant HealthCare saw an opportunity to “own the robotic surgery market in the region,” says Larry Daly, Director of Planning and Business Development at Covenant HealthCare. The specific focus was da Vinci Surgical System robots, high-tech devices increasingly used in minimally invasive surgery. “Our strategy was to purchase the latest Read More