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
“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
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
Seattle Children’s Hospital is using a simple—yet effective—approach to get personal with its target audience (many of them mothers who make most of the health care decisions for their family): an award-winning mommy-doc blog. Better yet, this blog is also helping to shape public health conversations and provide people with the information they need to make 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
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
In the small city of Peoria, Illinois (population 116,513), OSF Saint Francis Medical Center (609 beds) used a very small media budget ($45,000) for one of its services and got some big results. The service was mammogram screening. And, yes, there were other costs for production and Internet usage and design, too. Richole Ogburn, account Read More
There’s more pressure today than ever before on hospitals and other health care organizations to provide high-value, patient-centered care for a growing audience. As a result, marketing departments are being pushed to find creative ways to leverage their shrinking budgets and resources to help achieve these ambitious goals. If this describes your situation, and you’re 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
Find Out How Her Writings Helped a Children’s Hospital Make a Personal Connection with Parents—and in the Process, Spread Some Important Public Health and Safety Messages // By Lisa D. Ellis // With so many marketing and health messages out there today competing for people’s limited attention, how can your organization differentiate itself to form 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
What if your flagship hospital were directly across the street from your biggest—and most worthy—competitor? Would that threaten your market share? It could for some community hospitals, but this doesn’t seem to be the case for Mon General Hospital in Morgantown, West Virginia. This hospital has strong ties to the community and understands the importance Read More
Notable Health Care Advertising // By Peter Hochstein // This is a story about hospital advertising that’s also very substantially about numbers, all of them very nice numbers for a hospital to have. In the small city of Peoria, Illinois (population 116,513), OSF Saint Francis Medical Center (609 beds) used a very small media budget Read More
// By Lisa D. Ellis // There’s more pressure today than ever before on hospitals and other health care organizations to provide high-value, patient-centered care for a growing audience. As a result, marketing departments are being pushed to find creative ways to leverage their shrinking budgets and resources to help achieve these ambitious goals. If 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
We are proud to announce that on Wednesday, Nov. 18, Theresa Komitas, Marketing and Public Relations Director at KishHealth System, and Tim Hanners, Chief Healthcare Strategist at TrueNorth Custom, will present a new webinar on content marketing for hospitals and health systems. This comprehensive session, “Health Care Content Marketing: How to Drive Awareness, Engage Customers, Read More
A new partnership between Signature Healthcare and The Floating Hospital for Children at Tufts Medical Center brings highly respected Boston pediatric specialists to Signature Healthcare Brockton Hospital (about 25 miles outside of Boston) and makes these experts available 24/7, 365 days a year. But how best to get the word out about this compelling new offering? Brockton Read More
Consumers are bombarded with an average of 5,000 marketing messages a day. New research shows the average attention span is a mere eight seconds. The brain processes 70,000 thoughts each day. These stats, sourced and shared by Jason Skinner in a new article, “reflect the harsh reality you face as a health care marketer: Engaging Read More
// By Lisa D. Ellis // What if your flagship hospital were directly across the street from your biggest—and most worthy—competitor? Would that threaten your market share? It could for some community hospitals, but this doesn’t seem to be the case for Mon General Hospital in Morgantown, West Virginia. This hospital has strong ties to Read More