Reputation Management

Media Training: Nonverbal Cues May Drown Out Your Messaging

Lisa D. Ellis

How to Address the Problem and Connect with More Potential Patients // By Lisa D. Ellis // You go to great lengths to develop strong messages that will resonate with your target audience and reinforce your brand. But what your spokespeople don’t say may come across louder than their actual words. This is because body Read More

On Humorous Health Care Advertising, Media Planning, Conservative Doctors, Cold Feet—and Possibly a Few Rueful Afterthoughts

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // This story is a departure from what you usually find in this space. It’s about television advertising for the services of a single practitioner, not a group practice or hospital. It’s also about a rare occurrence—real knee-slapping humor in a spot supporting treatment for a medical Read More

Strategic Marketing’s Response to Rising Health Care Consumerism

Bill Tourlas

// By Bill Tourlas // Historically, consumers have played a relatively limited role in their health care decisions, especially as it relates to selecting an insurance plan. People had little concern for price or health plan comparison since employers dominated consumer choice, paying most, if not all, of the premium and typically offering employees plans Read More

What the New HHS Restrictions on Media in Patient Areas Mean for You

Lisa D. Ellis

Flip through the channels of your television set any evening and chances are you’ll stumble across an episode of a reality TV series that was filmed in a hospital emergency department. Over the past few years, such “real” medical TV that presents traumas as they unfold has grown in popularity among viewers, and some organizations Read More

Emotional vs. Rational Health Care Advertising—With a Nod to a 1960s Hit Song

Peter Hochstein

Peter Hochstein, our crackerjack marketing writer, likes to interview hospital marketing departments and their advertising agencies for his column. “And I often ask them identical questions. I justify this with an analogy concerning two people viewing an elephant from opposite ends,” he notes. “One party tells you the animal’s most notable feature is a skinny tail. Read More

Launching a Successful Hospital Rebrand After Merger of Opposites

St. Francis Hospital and Health Centers in Poughkeepsie, New York, wasn’t the first hospital to find itself drowning in a sea of financial troubles and it probably won’t be the last, notes veteran copywriter Peter Hochstein. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls Barbara Kram, Senior Director, Read More