Market Research

5 Steps to Forge Deeper Connections with Patients and Improve Health Outcomes

Want to connect with your target audience on a more powerful level and motivate behavior change? Denise Aube, Executive Vice President and Healthcare Practice Leader at Crosby Marketing Communications, suggests turning to the principles of behavioral science to make your efforts more effective. “The challenge is how do we engage patients and motivate healthy behavior. It’s Read More

How Behavioral Science Can Boost Engagement and Patient Action

“The key to successful health care marketing is being able to anticipate how patients will react to and engage with the messages you are putting out,” says Kirstan Cecil, Chief Marketing & Communications Officer at Saint Agnes Hospital in Baltimore, Maryland, which is part of the Ascension Health System. Saint Agnes Hospital is a 276-bed, Read More

5 Steps Your Organization Can Take to Better Connect with Patients

// By Lisa D. Ellis // Want to connect with your target audience on a more powerful level and motivate behavior change? Denise Aube, Executive Vice President and Healthcare Practice Leader at Crosby Marketing Communications, works with Saint Agnes Hospital to help develop the creative marketing solutions for both the bariatric and cardiovascular campaigns. Read Read More

One Hospital’s Approach to Tapping into the Subconscious to Motivate People’s Behavior, and 5 Steps Your Organization Can Try to Replicate the Results

// By Lisa D. Ellis // Every day, people make an array of decisions, from deciding what time to leave for work to determining what route they will take to get there, often without even realizing what factors are influencing their choices. But for health care marketers, an understanding of how the subconscious affects people’s Read More

Successful Health Care Marketing: Lessons from the Savanna

Dan Fredricks

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, according to health care marketing consultant Dan Fredricks. Understanding the Read More

The 3 Pillars of Successful Health Care Marketing; Lessons from Recent Neuroscience

Dan Fredricks

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

What the Consumerization of Health Care Means for You: 5 Key Trends To Watch

Lindsay Resnick

“The consumerization of health care means your customer is now in control,” notes Lindsay Resnick, Chief Marketing Officer of KBM Group: Health Services. “They are comparing prices, quality, convenience, and outcomes as they post reviews; and, refer friends and family—one way or the other. And a constant stream of technology innovation makes it easier and easier Read More

Humanizing Robotic Surgery Sets Michigan Facility Apart from the Competition

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

Hospital Leapfrogs Competitor’s Robotic Surgery Technology, Advertising Campaigns Leverage the Differentiation and Drive Dramatic Growth

Advertising Worth Noting By Peter Hochstein This tale begins in 2008, when the people running things at Covenant HealthCare, today a 643-bed multiple facility institution with campuses in and around Saginaw, Michigan, began hearing rumors about robots. Well, not just any robots. These were da Vinci Surgical System robots, those high-tech devices increasingly used in Read More

A Fresh Take: How One Hospital Overcame Its Poor Reputation

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

What it Means to be Human First at BIDMC

by Ansuya Bijur In a memorable scene in the best-selling novel Cutting for Stone, a doctor asks his medical students, “What treatment is offered by ear in an emergency?” One of the students replies, “Words of comfort, sir.” Most often, patients meet clinicians under extremely difficult circumstances. Typically clinicians treat a disease—what ails the body. Read More

Fast Takes: News & Trend Lines, December 2013

Survey: Cost transparency major factor in provider and plan choice A survey of insured health care consumers released last month by TransUnion, a credit information and information management services company, reveals that 55 percent of consumers have started paying more attention to the details of their medi­cal bills during the past year. Two-thirds (67 percent) Read More

Big Data, Little Information?

by Joyce Miller, Jaren Wilson, and Beverly Schulman In recent years, the volume and variety of health care data has grown exponen­tially to the point that the term “big data” has be­come part of our vocabu­lary. Big data refers to data sets so large and complex that they are difficult to process. In short, big Read More

Fast Takes: News & Trend Lines, October 2013

Wide disparities in access and quality by state Access to affordable health care and the quality of care provided vary greatly for low-income people ($47,000 a year for a family of four) based on the state in which they live, according to a new report from the Commonwealth Fund. Geographic differences also extend to people Read More

Market Research and Engagement Through an Online Community Panel

Michele von Dambrowski

by Michele von Dambrowski “We had relatively low patient engagement … outside of the clinic setting,” says Mark Rothwell, vice president of marketing and communications for Dean Clinic, giving one reason why the 107-year-old Madison, WI, organization began an online patient community. Patient engagement, in­cluding a two-way dialogue, is critical to Dean Clinic’s brand value, Read More