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
Notable Health Care Advertising // By Peter Hochstein // If somebody ever produces a list of the best places in America to get sick, Cleveland will have to be high on the list. The 1.2 million people of Cleveland and surrounding Cuyahoga County have a choice of three teaching hospitals. One of them, Cleveland Clinic, Read More
The fate of the American health care system is currently unknown as a new health care plan is making its way through Congress, raising many questions for people working in health care organizations, as well as for the patients they serve. How can you be sure your organization is well positioned for whatever comes next? 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
// By Lisa D. Ellis // The fate of the American health care system is currently unknown as a new health care plan is making its way through Congress, raising many questions for people working in health care organizations, as well as for the patients they serve. How can you be sure your organization is 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
“Your health system or hospital story doesn’t matter—until it does,” says Eric Brody. “What matters is simply how your story fits into the lives of your audience.” Brody is president of Trajectory, a national branding and marketing agency. He notes that while this simple concept is tough to deliver on, it’s also critical to your success Read More
It probably comes as no surprise that in 2017, people are relying on smartphones more than ever before. And most of them go beyond using these devices to make calls, send texts, and check their emails. They also go mobile to search for information, find services in their neighborhoods, and get directions. This trend has Read More
Industrialist Henry Ford (1863-1947) manufactured the first affordable mass-produced car in the early 1900s, striving to improve the quality of life for many middle-class Americans. Now a full century later, the Henry Ford Health System is following his tradition by strengthening its marketing efforts to reach residents from all walks of life in the greater Read More
// By Lisa D. Ellis // This post accompanies the article, Putting Micro-Moments to Work for Your Organization: Q and A with Google’s Ben Killmer. “The trend toward mobile is changing everything,” says Stewart Gandolf, MBA, CEO, and creative director of Healthcare Success. “It’s not just people talking on their mobile phones but today mobile Read More
// By Lisa D. Ellis // Clinical service department profitability is a constant challenge for hospitals. But what’s changed is just about everything else. It probably comes as no surprise that in 2017, people are relying on smartphones more than ever before. And most of them go beyond using these devices to make calls, send Read More
// By Lisa D. Ellis // Industrialist Henry Ford (1863-1947) manufactured the first affordable mass-produced car in the early 1900s, striving to improve the quality of life for many middle-class Americans. Now a full century later, the Henry Ford Health System is following his tradition by strengthening its marketing efforts to reach residents from all Read More
// By Eric Brody // Your health system or hospital story doesn’t matter—until it does. What matters is simply how your story fits into the lives of your audience. This simple concept is tough to deliver on, but it’s also critical to your success as a health care marketer. It really comes down to the Read More
“When parents have children with fevers or a bout of stomach flu, whether they need a general practitioner or a specialist, they’ll generally look for doctors who are close to them,” observes Terrence Tucker, media supervisor at Response Mine Interactive. “Even if the need isn’t immediate and patients are just looking for a physical exam, Read More
Notable Healthcare Advertising // By Peter Hochstein // In the Champlain Valley of upstate New York, where the nearest big city is Plattsburgh, population just short of 20,000, and the prevailing ethos is blue collar, 300-bed Champlain Valley Physicians Hospital had a problem. “ When you think of the kind of male who lives in Read More
Veteran copywriter and SHCM contributor Peter Hochstein boils down one hospital’s advertising campaign down to one word: wisecracks. The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is Read More
“Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country,” says Ryan Hanser, APR, who leads Hanser & Associates, a full-service PR firm based in Des Moines, Iowa. “Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority of expertise. Read More
Notable Health Care Advertising // By Peter Hochstein // The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is the pediatric surgeon who accompanies her. The girl asks, Read More
Augusta University Health System is no stranger to change. Over the past five years, it has undergone several rebranding campaigns and two consolidations. Yet through all of these fluctuations, one thing has remained the same: the need to find new and more efficient ways to improve its reputation and continue to grow market share. The Read More
// By Lisa D. Ellis // Augusta University Health System is no stranger to change. Over the past five years, it has undergone several rebranding campaigns and two consolidations. Yet through all of these fluctuations, one thing has remained the same: the need to find new and more efficient ways to improve its reputation and Read More
// By Terrence Tucker // When parents have children with fevers or a bout of stomach flu, whether they need a general practitioner or a specialist, they’ll generally look for doctors who are close to them. Even if the need isn’t immediate and patients are just looking for a physical exam, six out of 10 Read More
// By Ryan Hanser // Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country. Year over year, America appears to be witnessing the collapse of expertise and institutional trust. Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority Read More
When its market share began dwindling recently, Tanner Health System turned to micro-targeted data to step up its marketing efforts. Until recently, the system’s main sources of information were limited to the basics such as electronic medical records, census bureau results, and general facts about the service area. “We also had data from the Georgia Read More
// By Lisa D. Ellis // When its market share began dwindling recently, Tanner Health System turned to micro-targeted data to step up its marketing efforts and make them more efficient. Using Data to Hone Marketing Efforts As a nonprofit health system serving nine counties in rural west Georgia and east Alabama, Tanner has more Read More