Veteran copywriter and regular SHCM contributor Peter Hochstein suggests an interesting proposition: “Run some hospital advertising that flat out calls your potential patients nerds. Nah, come to think of it, that probably wouldn’t work, and might prompt some irate letters to your CEO. Well then, how about offering advice that sounds financial, and encourages people to ‘go Read More
Notable Health Care Advertising // By Peter Hochstein // Here’s a bright idea: Run some hospital advertising that flat out calls your potential patients nerds. Nah, come to think of it, that probably wouldn’t work, and might prompt some irate letters to your CEO. Well then, how about offering advice that sounds financial, and encourages Read More
// By Lisa D. Ellis // Today’s latest expert-source matching tools can be a valuable part of any health care organization’s marketing strategy. One such expert-matching service called Expertise Finder was formed by a former journalist to help writers and media outlets find researchers and other experts with specific knowledge and data to share. Services Read More
When most people think of Customer Relationship Management (CRM), it’s usually in the context of service line promotion and prospecting for patients. But CRMs present similar opportunities and challenges for fundraising, too. The most effective health system fundraising campaigns focus time and effort building personal relationships with perspective donors. But for many health care organizations Read More
// By Lisa D. Ellis // When most people think of Customer Relationship Management (CRM), it’s usually in the context of service line promotion and prospecting for patients. But CRMs also present similar opportunities and challenges for fundraising, too. Here’s how two health systems recently used CRM and data-related services and tools to strengthen their Read More
Health care marketers today face many conflicting priorities, such as: Promote your organization widely. Protect patient privacy. Develop strong relationships with the media. Prevent journalists from coming into protected areas. Personalize your service lines. Don’t share patient names and details. Can all of these goals happen simultaneously without violating the Health Insurance Portability and Accountability Read More
Health care marketers have lots of hurdles to overcome to achieve their organizational goals, and one of the biggest to conquer is ensuring your organization meets HIPAA requirements in all that it does. In a new story, we discuss how to effectively engage health care consumers via social media without violating patient privacy concerns. Jay Hodes, Read More
Q & A with Jennifer Perry, Counsel at Gray Reed & McGraw // By Lisa D. Ellis // Next time you get a request for a media interview on-site, or you’re planning a special public relations event, you may want to think twice—or at least make sure you proceed cautiously. Here’s why: Health care marketers, Read More
Q. What do the peach orchards of Northern California and most major health systems have in common? A. More than you might think, according to Ritch K. Eich, who worked on several ranches to earn his way through college before going on to build an impressive career that has included serving as vice president, senior Read More
// By Lisa D. Ellis // What do the peach orchards of Northern California and most major health systems have in common? There are actually more commonalities than you might think, according to Ritch K. Eich, who worked on several ranches to earn his way through college before going on to build an impressive career 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
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 language is essential when it comes to establishing trust and connecting with viewers on television and video. Read More
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
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
// 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
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
// By Lisa 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 Read More
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
// By Jill McDonald Halsey, APR; Dan Dunlop; and Jeff Steblea // “City of the Damned.” That’s the magazine headline that greeted Jill McDonald Halsey when she arrived as the new Chief Marketing & Communication Officer for Lawrence General Hospital in Lawrence, Massachusetts. The city of Lawrence had been dealing with a variety of challenges, Read More
Notable Health Care Advertising // By Peter Hochstein // I usually try to interview hospital marketing departments and their advertising agencies for this column. And I often ask them identical questions. I justify this with an analogy concerning two people viewing an elephant from opposite ends. One party tells you the animal’s most notable feature Read More
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
Notable Health Care Advertising // By Peter Hochstein // 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. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls 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
// 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