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
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
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.
// By Lisa D. Ellis // Sometimes simple messages can be the most effective. That’s what Signature Healthcare learned recently when it set out to promote a new relationship with The Floating Hospital for Children at Tufts Medical Center. This partnership brings highly respected Boston pediatric specialists to Signature Healthcare Brockton Hospital (about 25 miles 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
Neuroscientific research is helping marketers better understand how to reach the inner recess of our audience’s brain, which, because it has been evolving for millennia, still makes decisions better suited for survival on the savannas of Africa than in today’s world of modern health care. Understanding the subtle nuances of neuroscience—and the evolutionary-biased brain—will provide 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 Ruth Padilla, MA and David Zirkle, PhD // Some savvy hospitals are turning to the latest technological advances to engage younger health care consumers. Millennials, who are defined as individuals between the ages of 18 and 34, will surpass Baby Boomers as the nation’s largest living generation in 2015. Also known as Gen 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
// 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
// By Lori Moore and Jimmy Warren // 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 Read More
“In health care, it isn’t just the care that’s changing,” notes Claire Hovis, Vice President and Account Director of Capstrat, an agency that helps health care clients and others tell their stories with power and persuasion. “Power is changing.” She says “expert-driven” communications—which in the past have given providers and large corporations a strong position Read More
By Claire Hovis In health care, it isn’t just the care that’s changing. Power is changing. “Expert-driven” communications that placed providers and large corporations atop the information market are giving way to a generation of empowered consumers who are more engaged and have higher expectations. Access is changing. The Affordable Care Act has brought health Read More
Word of mouth may help to build your brand over time—but sometimes advertising really helps get the ball rolling quickly. Such was the case in and around Phoenix, Arizona, where Arizona OBGYN Affiliates (AOA), now the largest OB/GYN practice in Arizona, consolidated from several smaller practices in 2007. AOA soon found its future growth and Read More
Fresh Care. Delivered Daily. The concept is simple, yet this hand-picked brand message represents Columbia Memorial Health (CMH) perfectly. It also hits home on many levels for the hospital’s target area, which consists of Greene and Columbia counties of upstate New York. The CMH network has a total of 120 individual multi-specialty practitioners, a hospital, Read More
By Lisa Ellis Fresh Care. Delivered Daily. The concept is simple, yet this hand-picked brand message represents Columbia Memorial Health (CMH) perfectly. It also hits home on many levels for the hospital’s target area, which consists of Greene and Columbia counties of upstate New York. Hospital Tries To Overcome Past Reputation The CMH network has Read More