// 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
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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.
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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
“With patient experience increasingly recognized as connected to a host of measures, including patient outcomes and your bottom line, it’s essential to reach all of your target populations with education and messaging that resonate with people’s cultural backgrounds and native languages,” says Jill Mead, in-house compliance counsel for full-service language solutions company Vocalink, Inc. “More Read More
Notable Health Care Advertising // By Peter Hochstein // For readers younger than 45 or so, this story requires a bit of history. In the 1960s, the “slice of life” TV commercial (or “slice” for short) dominated America’s TV screens. The formula, most often used to sell detergents, toothpaste, food products, and other packaged goods, Read More
// By Jill Mead // With patient experience increasingly recognized as connected to a host of measures, including patient outcomes and your bottom line, it’s essential to reach all of your target populations with education and messaging that resonate with people’s cultural backgrounds and native languages. More than ever before in our history, U.S. hospital Read More
How often do you go to Starbucks, and what do you order? Your answer likely will be different from that of your co-worker or neighbor, since everyone has his or her own unique lifestyle and taste. The same premise also holds true when it comes to selecting health care services. Different people have different needs Read More
// By Lisa D. Ellis // For one health system, extensive research served as a catalyst to bring staff members together to create a dynamic campaign that truly resonates with its target audience. How often do you go to Starbucks and what do you order? Your answer likely will be different from that of your Read More
When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through its own Craniofacial Center. “We do Read More
// Sponsored Post //
Every day, healthcare consumers look for help. Help to diagnose a condition. Help to book an appointment. Help to find the best treatment option.
Make no mistake — these people are not shopping as one does for clothes or books or games. They are struggling to piece together what to do now and what to do next. They are often thrust into a series of decisions that stretch their understanding, finances, and patience.
Healthcare organizations no longer have the luxury to delay improvements to their consumer experience.
By mapping the consumer journey from end to end, your healthcare organization can anticipate needs and deliver clear, simple, personalized content to create a better experience for the consumer.
Download this new white paper to learn how.
Download now »
// By Lisa D. Ellis // When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through Read More
Notable Health Care Advertising // By Peter Hochstein // Any number of hospitals post videos on the internet featuring their doctors and other staff discussing their institutions and specialties. Too often, these standup “talking head” presentations feel unspontaneous and uncomfortable. Eyes shift nervously as speakers obviously read from cue cards. Language that looked good on Read More
“Sorry, family health care decision-making moms, ages 20-something to about 50. For once, you’re not the specific target of a hospital advertising campaign,” says veteran copywriter and frequent SHCM contributor Peter Hochstein. “Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running a different Read More
What’s old is new again at Methodist Hospital in Omaha, Nebraska. Methodist recently celebrated its 125th anniversary, and this milestone provided a valuable opportunity for the health system to build on its past to position itself for the future. While most health care systems pride themselves on being ahead of the curve when it comes Read More
Notable Health Care Advertising // By Peter Hochstein // Sorry, family health care decision-making moms, ages 20-something to about 50. For once, you’re not the specific target of a hospital advertising campaign. But then, Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running Read More
// By Lisa D. Ellis // What’s old is new again at Methodist Hospital in Omaha, Nebraska. Methodist recently celebrated its 125th anniversary, and this milestone provided a valuable opportunity for the health system to build on its past to position itself for the future. Read on to find out how a multifaceted campaign helped Read More