If you’ve ever had a physician demand a billboard that wasn’t in your budget — and who hasn’t? — you can attest to the value of a well-constructed marketing plan. It gives you a blueprint to guide your marketing activities throughout the year, and arms you to defend against misguided requests. What are the components Read More
// By Jane Weber Brubaker // If you’ve ever had a physician demand a billboard that wasn’t in your budget — and who hasn’t? — you can attest to the value of a well-constructed marketing plan. It gives you a blueprint to guide your marketing activities throughout the year, and arms you to defend against Read More
// Sponsored Post //
52% of consumers conduct online research when looking for a provider and the majority of them start with a general internet search.* With so many organizations vying for their attention, making your health system and its providers stand out online requires a comprehensive digital strategy.
The Health System Marketer’s Guide combines research, resources, and checklists to empower health system marketers with novel consumer insights and proven strategies for effective online consumer engagement – in one handy guide.
Download the free guide to explore:
A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.
Your Presenters:
Duration: 60 Minutes
Sponsored by Wax Custom Communications
This event is free for Strategic Health Care Marketing members to view thanks to our event sponsor.
What message is your organization’s culture sending to your employees? If it doesn’t tell the people you employ that you value their input, you’re missing an important chance to get them more engaged in your day-to-day operations. You may also be losing out on a valuable differentiator in a competitive marketplace. At Tri-State Memorial Hospital Read More
// By Lisa D. Ellis // What message is your organization’s culture sending to your employees? If it doesn’t tell the people you employ that you value their input, you’re missing an important chance to get them more engaged in your day-to-day operations. You may also be losing out on a valuable differentiator in a Read More
A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.
Sponsored by Evariant
This on-demand webinar is free for members thanks to our event sponsor.
Your Presenters:
Christine Woolsey began working with SCL Health — then known as Sisters of Charity Leavenworth Health System — as a public relations consultant helping the organization manage issues and communications related to a merger with another health system. In 2010, she joined SCL as senior vice president and chief communications and marketing officer. “At the Read More
Is there a strong reason to create a hospital branding campaign that dispenses with emotional appeals to make a rational sales argument? How can you keep it visually surprising and compelling? And how can you show that you’re talking about a hospital without resorting to the visual clichés? Notable Health Care Advertising // By Read More
View from the C-Suite // By Sheryl Jackson // The branding and marketing communications strategies of hospitals and health systems have changed over the years as mergers with other organizations have occurred, and SCL Health is an excellent example of the evolution. Christine Woolsey began working with SCL Health — then known as Sisters of Read More
Some of the savviest health care marketers are reaching out to connect with people on a personal level through live events. This premise is at the heart of a growing trend called experiential marketing. According to Becca Lyon, senior manager, marketing strategy at agencyEA, “Some of the innovative ways the health care industry can leverage experiential includes using technologies like virtual reality, which allows people to experience a facility from a remote location, hosting grand openings for a new hospital or clinic, so people can come and take an in-person tour, and sponsoring a booth at a trade show to introduce new products, medications, or supplies to a large audience.”
What would you do if your ads were actually sending your customers to your competition? Georgia Cancer Center at Augusta University recently faced this challenging scenario. Further complicating matters, the brand had gone through several name changes in recent years, leaving its target audience confused about what the health system was and what it stood Read More
// By Lisa D. Ellis // As the name implies, experiential marketing builds on the concept of creating in-person experiences that directly engage the target audience. For health care marketers in particular, experiential marketing provides an opportunity to get people to pay attention to what you have to say, even in an increasingly crowded marketplace.
// By Lisa D. Ellis // What would you do if your ads were actually sending your customers to your competition? Georgia Cancer Center at Augusta University recently faced this challenging scenario. Further complicating matters, the brand had gone through several name changes in recent years, leaving its target audience confused about what the health Read More
“Last month, this column dealt with two advertising campaigns that you’d never guess were for hospitals — at least not until the last few seconds when a hospital logo appeared,” says copywriter and Strategic Health Care Marketing contributor Peter Hochstein. “In recent years, marketing people I’ve interviewed at hospitals and their advertising agencies have more or Read More
// Sponsored Post //
Creating competitive advantage starts with a sound digital strategy.
In a 2017 survey of healthcare consumers across the U.S. from a representative range of demographic groups, we found that 88% of consumers begin their search for healthcare providers online. Consumers rely on search engines and review sites to steer their decisions about where to go for care.
What consumers read about you online heavily influences their decision-making. Your reputation is defined at every touchpoint a potential patient has with your doctors and organization on the web — from the doctor or location listing, to patient rating and reviews, to finding the right doctor and reading profiles on your website.
Done well, online reputation management (ORM) enables your providers to generate a high volume of representative reviews from the “silent majority,” while providing valuable insights to improve patient experience, make operational improvements and drive new patient appointments.
Download this new white paper to learn how.
Marketing to people with similar interests and needs is usually intuitive — but what about when your target audience is completely different from you? How do you know what they care about? If you can get to the core of what makes your audience tick and what they may respond to (hint: it may not Read More
// By Lisa D. Ellis // Marketing to people with similar interests and needs is usually intuitive — but what about when your target audience is completely different from you? How do you know what they care about? If you can get to the core of what makes your audience tick and what they may Read More
Notable Health Care Advertising // By Peter Hochstein // Last month, this column dealt with two advertising campaigns that you’d never guess were for hospitals — at least not until the last few seconds when a hospital logo appeared. In the interest of population health, one campaign demonstrated how to make a healthy and eye-appealing Read More
In today’s hectic world, it’s the little things that matter, especially when it comes to making life a bit more convenient. And when this convenience brings tangible benefits to families with young kids, including those with chronic medical needs, it can be enough to spark a compelling public relations angle that has real traction. When Children’s Read More
Have you considered contracting your services directly with large employers in your area? There is a growing movement to bring employers and health care organizations together to provide high-quality care for patients while managing costs and making them more predictable. Changing forces in the health care field are leading organizations to implement a variety of Read More
// By Lisa D. Ellis // Have you considered contracting your services directly with large employers in your area? There is a growing movement to bring employers and health care organizations together to provide high-quality care for patients while managing costs and making them more predictable. SHSMD recently released Futurescan 2018-2023: Healthcare Trends and Implications, Read More
// By Lisa D. Ellis // In today’s hectic world, it’s the little things that matter, especially when it comes to making life a bit more convenient. And when this convenience brings tangible benefits to families with young kids, including those with chronic medical needs, it can be enough to spark a compelling public relations Read More
Has your health care organization’s marketing strategy kept pace with your largest payer — Medicare? If not, you could be missing important opportunities to target seniors and caregivers with your services and keep them coming back for more. As organizations have become more focused on trying to keep people well and heading off illness, the Read More
// By Lisa D. Ellis // Has your health care organization’s marketing strategy kept pace with your largest payer—Medicare? If not, you could be missing important opportunities to target seniors and caregivers with your services and keep them coming back for more. Need to Focus on Seniors — and Their Caregivers As organizations have become Read More