// By Susan Gullion // The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product. That is Read More
“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
// By Lisa D. Ellis // The faces of two beautiful toddlers practically jump off the Star Telegram’s website, their vibrant expressions and sparkling eyes captured so clearly on the screen that it’s hard to believe that both of these youngsters are no longer living. Tragically, these children—who did not know each other but are Read More
// 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
“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
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
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
It probably comes as no surprise that in 2017, people are relying on smartphones more than ever before. And most of them go beyond using these devices to make calls, send texts, and check their emails. They also go mobile to search for information, find services in their neighborhoods, and get directions. This trend has Read More
Industrialist Henry Ford (1863-1947) manufactured the first affordable mass-produced car in the early 1900s, striving to improve the quality of life for many middle-class Americans. Now a full century later, the Henry Ford Health System is following his tradition by strengthening its marketing efforts to reach residents from all walks of life in the greater Read More
// 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
// By Lisa D. Ellis // This post accompanies the article, Putting Micro-Moments to Work for Your Organization: Q and A with Google’s Ben Killmer. “The trend toward mobile is changing everything,” says Stewart Gandolf, MBA, CEO, and creative director of Healthcare Success. “It’s not just people talking on their mobile phones but today mobile Read More
// By Lisa D. Ellis // Clinical service department profitability is a constant challenge for hospitals. But what’s changed is just about everything else. It probably comes as no surprise that in 2017, people are relying on smartphones more than ever before. And most of them go beyond using these devices to make calls, send Read More
// By Lisa D. Ellis // Industrialist Henry Ford (1863-1947) manufactured the first affordable mass-produced car in the early 1900s, striving to improve the quality of life for many middle-class Americans. Now a full century later, the Henry Ford Health System is following his tradition by strengthening its marketing efforts to reach residents from all Read More
“When parents have children with fevers or a bout of stomach flu, whether they need a general practitioner or a specialist, they’ll generally look for doctors who are close to them,” observes Terrence Tucker, media supervisor at Response Mine Interactive. “Even if the need isn’t immediate and patients are just looking for a physical exam, Read More
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
// 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
// By Terrence Tucker // When parents have children with fevers or a bout of stomach flu, whether they need a general practitioner or a specialist, they’ll generally look for doctors who are close to them. Even if the need isn’t immediate and patients are just looking for a physical exam, six out of 10 Read More
“Call centers in health care used to be treated like the ugly stepchild of the health system, banished to the basement of some administrative building and populated with low-performing employees,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “Because it was seen as a necessary evil, most executives treated the call center as Read More
// By Robin Snow // Call centers in health care used to be treated like the ugly stepchild of the health system, banished to the basement of some administrative building and populated with low-performing employees. Because it was seen as a necessary evil, most executives treated the call center as a cost center. Under this 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
“The concept of measuring the metrics associated with health care marketing and communications efforts is far from new,” notes David Marlowe, Principal of Strategic Marketing Concepts in Ellicott City, Maryland (and member of the Strategic Health Care Marketing Editorial Advisory Board). “When I entered the field in 1980, one of the first questions asked by 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 David Marlowe // Albert Einstein is famously quoted as saying “everything that can be counted does not necessarily count and everything that counts cannot necessarily be counted”—probably an apt philosophy for the challenges facing marketers in health care provider settings relative to the area of “metrics.” These days we often refer to these Read More
What’s the best way to nurse an ailing employee newsletter back to health? For Miami Children’s Health System (MCHS), the solution to overhaul an existing internal publication in dire need of an update was to use an updated software solution that creates an interactive digital experience for staff members. As the only designated health system Read More
Plus 6 Tips for Success with Your Organization’s Newsletter // By Lisa D. Ellis // What’s the best way to nurse an ailing employee newsletter back to health? For Miami Children’s Health System (MCHS), the solution to overhaul an existing internal publication in dire need of an update was to use an updated software solution Read More