Social Media

Post-Merger Branding: How A Marriage of Equals Becomes More Than The Sum of Its Parts

“It’s a marriage made in heaven,” notes Melissa Fors, Executive Director of Marketing Strategy for the Hazelden Betty Ford Foundation: “In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said ‘I do’ to a merger. This agreement marked the culmination of more than 30 years of connectedness between Read More

Mass Media for Health Care Marketing: Not Dead Yet?

Ross Goldberg

Does the rise of the Internet, and its attendant ever-growing roster of social media channels, signal the end of mass media as a channel for health care marketing? Not necessarily, says Ross K. Goldberg, president of Kevin/Ross Public Relations and former chairman of the board of trustees of Los Robles Hospital and Medical Center in Read More

Small Budget, Big Clout: OB/GYN Group Enters the Advertising Fray with Narrow Targeting and Mixed Media Branding To Grow Their Business

Advertising Worth Noting By Peter Hochstein You could argue that there’s nothing new about doctors running ads. In New York, one maverick dermatologist has been the star of his own earthy subway car posters for decades. They are busy horizontal spaces that simultaneously display his photograph and such things as rhyming headlines, before-and-after acne treatment Read More

Is the Mass Media Still Relevant for Health Care Marketing?

Ross Goldberg

// By Ross K. Goldberg // It was just a blink of an eye ago when corporate America understood, some albeit begrudgingly, the need for a solid media relations program as a way to get their organization’s story told. Product advertising was fine, and promotional gimmicks were exciting; but the inherent credibility found in the Read More

Preparing for Ebola: Advice from the Experts

Lisa D. Ellis

By Lisa D. Ellis If an Ebola patient walked into your organization’s emergency department today, would you be ready to handle the communication needs of the situation appropriately? If not, you could be missing out on some valuable opportunities to educate the community and at the same time, to help to promote the good work Read More

Positioning Your Brand in the Digital World

More people today are turning to the Internet to get their health information, making the digital world an increasingly important space for hospitals to market their services and engage with consumers. With so much opportunity for online promotion, the key to successfully navigating the array of choices is to make strategic decisions with your digital Read More

Marketing Is a Two-Way Street at Advocate Health Care

by Lisa D. Ellis While many hospitals are grappling with how best to use their social media efforts, Advocate Health Care in Illinois seems to be leading by example. This faith-based health delivery system has developed a comprehensive social media strategy that supports its broader communications goals on multiple levels. Better yet, it includes an Read More

Six Key Digital Roles Needed in Today’s Marketing Department

by Derek Mabie The online realm is heavily integrated with everyone’s daily life. Society now relies on search engines and web­site functionality to add convenience, control, and precision to completing tasks – whether paying a bill or researching a brand. Today, consumers are searching online before making health-related decisions. The Pew Research Center’s Internet & Read More

Fast Takes: News & Trend Lines, May 2014

Brands still struggle with Twitter as a marketing tool According to a survey conducted in March by Social Media Marketing University, 45 percent of brands re­port that measuring results and ascertaining an ROI is the biggest challenge when using Twitter for marketing. Other significant challenges are building an audience (42 percent), engagement (37 percent), learning Read More

Fast Takes: News & Trend Lines, March 2014

Workplace programs cut chronic disease costs, but savings from lifestyle change efforts elusive According to a new Rand Corporation study, workplace wellness programs can lower costs for employees with chronic diseases, but components of the programs that encourage adoption of healthier lifestyles may not reduce health care costs or lead to lower net savings. Examining Read More

The Best Way to Be an Effective Storyteller in This Digital Age

by Dan Dunlop The best marketers have always been accomplished storytellers, and that is still the case today. The stories they craft are meaningful and connect with the audience in a manner that meets some fundamental need – educational, informational, emotional, or entertaining. The most effective stories allow the audience members to become part of Read More

QR Codes Are Obsolete

Michele von Dambrowski

by Michele von Dambrowski Not only are Quick Response codes dead, they “should have never lived,” claims Dean Browell, PhD, execu­tive vice president for the social media strategy firm Feedback in Richmond, VA. Browell likens QR codes to the ill-fated CueCat, a cat-shaped code reader that plugged into a computer like a mouse. Wired and Read More

Ten Sites or Apps That Exemplify Good Use of Mobile Health Care

Michele von Dambrowski

by Michele von Dambrowski Everyone knows that mobile is hot, observes Christian Twiste, vice president of interactive services at BlueSpire Strategic Marketing. But what everyone struggles with, including large Internet companies, is how best to address the different ways that people interact with their mobile devices. “A lot of mobile users are either bored, busy, Read More

Fast Takes: News & Trend Lines, December 2013

Survey: Cost transparency major factor in provider and plan choice A survey of insured health care consumers released last month by TransUnion, a credit information and information management services company, reveals that 55 percent of consumers have started paying more attention to the details of their medi­cal bills during the past year. Two-thirds (67 percent) Read More

1 3 4 5