Subtopics: Thought Leadership, Market and Regulatory Landscape, etc.
We live in a DIY age, observes Michael Del Gigante, President of MDG Advertising. Which is why it’s no wonder that consumers have eagerly hopped aboard the “DIY health care” train. “People are increasingly comfortable with using everything from websites to activity sensors to monitor their own health, diagnose problems, and self-treat issues without having to Read More
Hospitals present more audio opportunities than do most brands, says Colleen Fahey, the U.S. Managing Director of audio branding agency Sixième Son. But most of the time, this opportunity is wasted: “Walk into the admissions area of a university hospital and you’ll hear the clatter of carts, the chatter of announcements, the buzz of phones Read More
// An SHCM webinar on March 30, 2016 //
Patients are transforming health care as they demand that health care organizations provide them with a consumer experience. They expect the immediacy of a Google search, the personalization of Amazon, the convenience of Uber, the value of Target, and the ubiquity of Facebook.
And the changes are happening fast. Most health care organizations understand they must embrace change or be left behind.
But what does this mean in practical terms for your organization? How can we make health care access easier, more valuable, and more efficient? What tools can we use to improve delivery of care and empower patients to manage and improve their health?
What will it take for your organization to build a consumer-centric health care system based on wellness and prevention? How will the ability to collect, measure, and analyze customer data translate to competitive advantage?
Join us on March 30 for a webinar presented by Pamela DeSalvo Landis, Vice President, Information Services, Carolinas HealthCare System and Lindsay Resnick, MHA, Chief Marketing Officer, Wunderman Health. Learn more »
// By Stacy Beers and Claire Hovis // When a new brand takes hold as intended, one tough job is over—but another has already begun. How soon is too soon to change gears from brand establishment to a new phase of promotion? Will new messages come across as mixed messages and muddy the clear impression Read More
// By Lisa D. Ellis // Today, the patient comes first in many health care facilities. This is thanks to developments brought about by health care reform that put an increased emphasis on stronger teamwork between clinical staff and health care consumers to ensure high-quality, value-focused care and patient satisfaction. But how organizations are putting Read More
// By Lisa D. Ellis // Want to connect with your target audience on a more powerful level and motivate behavior change? Denise Aube, Executive Vice President and Healthcare Practice Leader at Crosby Marketing Communications, works with Saint Agnes Hospital to help develop the creative marketing solutions for both the bariatric and cardiovascular campaigns. Read Read More
// By Lisa D. Ellis // Every day, people make an array of decisions, from deciding what time to leave for work to determining what route they will take to get there, often without even realizing what factors are influencing their choices. But for health care marketers, an understanding of how the subconscious affects people’s Read More
// By Michael Del Gigante // We live in the age of empowered individuals. Thanks to digital platforms and tools, it’s easier than ever for the average person to tackle a range of complex tasks on his or her own—from translating a paper into another language to editing an entire movie—using only a computer or Read More
As one of the largest Catholic health systems in the Midwest, Franciscan Alliance recently decided to reach into its religious roots in an attempt to make a deeper connection with females in the local market and build up the women’s services line. The result is a unique marketing campaign for the health system’s women’s services Read More
“As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market,” says Lisa Arledge Powell, President of MediaSource, a content-focused health care public relations firm. “But in the past few years,” she says, “the growth of new media has opened up Read More
// By Colleen Fahey // This second half of a two-part series continues to explore the concept of audio branding and looks at how a tailored audio vocabulary can boost your brand influence more than you might ever expect. In the first section, we focused on social media in the quirky world of hospital marketing Read More
// By Lisa D. Ellis // As one of the largest Catholic health systems in the Midwest, Franciscan Alliance recently decided to reach into its religious roots in an attempt to make a deeper connection with females in the local market and build up the women’s services line. The result is a unique marketing campaign Read More
// By Lisa Arledge Powell // As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market. But in the past few years, the growth of new media has opened up many more avenues for publicity and the process of how Read More
Seattle Children’s Hospital is using a simple—yet effective—approach to get personal with its target audience (many of them mothers who make most of the health care decisions for their family): an award-winning mommy-doc blog. Better yet, this blog is also helping to shape public health conversations and provide people with the information they need to make Read More
Aron Ezra, CEO of OfferCraft, sets the stage: “A specialty outpatient clinic was struggling with a problem common to many health care providers: Patients weren’t showing up for their appointments. The problem was particularly severe for this clinic, where the no-show rate was close to 50 percent. Doctors weren’t able to bill unless the patient Read More
Notable Health Care Advertising // By Peter Hochstein // There’s nothing new about testimonial advertising campaigns for hospitals, right? Well, not so fast. Sometimes factors ranging from how the testimonials are executed, to the community where they’re broadcast, to even the media strategy, can make a striking difference. A case in point, the testimonial campaign Read More
In the small city of Peoria, Illinois (population 116,513), OSF Saint Francis Medical Center (609 beds) used a very small media budget ($45,000) for one of its services and got some big results. The service was mammogram screening. And, yes, there were other costs for production and Internet usage and design, too. Richole Ogburn, account Read More
There’s more pressure today than ever before on hospitals and other health care organizations to provide high-value, patient-centered care for a growing audience. As a result, marketing departments are being pushed to find creative ways to leverage their shrinking budgets and resources to help achieve these ambitious goals. If this describes your situation, and you’re Read More
// By Colleen Fahey // This two-part series explores the concept of audio branding and looks at how a tailored audio vocabulary can boost your brand influence more than you might ever expect. In this first section, we focus on social media in the quirky world of hospital marketing and introduce the subtle way branded Read More
// By Lisa D. Ellis // One size fits all. That’s the concept Kaiser Permanente is embracing these days when it comes to shaping marketing messages that will resonate with its diverse target audience. While the idea is obviously appealing—after all, one universal marketing campaign is always easier than many nuanced ones—finding just the one Read More
Find Out How Her Writings Helped a Children’s Hospital Make a Personal Connection with Parents—and in the Process, Spread Some Important Public Health and Safety Messages // By Lisa D. Ellis // With so many marketing and health messages out there today competing for people’s limited attention, how can your organization differentiate itself to form 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 Aron Ezra // A specialty outpatient clinic was struggling with a problem common to many health care providers: Patients weren’t showing up for their appointments. The problem was particularly severe for this clinic, where the no-show rate was close to 50 percent. Doctors weren’t able to bill unless the patient showed up, and Read More
While most health care systems today are going to great lengths to promote healthy living for patients and staff, Florida Hospital in Orlando is extending its visions beyond the confines of its medical campus, creating a comprehensive residential living arrangement right within the broader community. The 1,217-bed acute-care medical facility in Orlando, a member of Adventist Read More
Publishing your health care organization’s print newsletter can be a time-intensive—and costly—endeavor. You may wonder if it’s really worth the investment, since the results can be challenging to measure. With people increasingly getting their news and health information online, you could even be tempted to retire your print efforts. But if you’re getting ready to Read More