Healthcare Marketing Blog  filter by tag: HT

Dear Employee, we’ve been bought but don’t worry, you can buy shares!

Bloomberg.com came out with an online article yesterday, Hospital Mergers Loom as U.S. Overhaul Fails Centers.

Who is Leading Your Hospital to Social Media Success?

Inevitably, our health care clients who plan to implement a social media strategy find themselves asking the same question:  Who is going to manage this?

What "Patient-Centered" Means to Donald Berwick

A friend recently gave me a copy of an article written by Donald Berwick that appeared in the May 2009 issue of Health Affairs.  The article is called, What ‘Patient-Centered’ Should Mean: Confessions of An Extremist.

You Can't Afford to Ignore Facebook Anymore

Those of us who grew up in the 70s (or before) were very familiar with Leo Burnett’s campaign, “This is not your father’s Oldsmobile.”  Too bad Olds no longer exists. A strong brand that just couldn’t adapt to younger consumers.

6 Steps Toward a Brand Campaign That Will Last

I think we can probably all agree that the best branding campaign — the one that lingers in the hearts and minds of consumers, employees, and the community; creates loyalty and advocacy; and grows market share — is the campaign that lives up to your brand promise. Of course, for it to work, your brand promise also needs to live up to what is real and substantive in your organization.

On the Cheap

We all know the value of well-done formal research, and few of us would think of embarking on, say, a major branding initiative, without learning what the market is currently thinking. We fight for adequate budgeting for it, we spend significant resources on planning for it, we support its findings with extensive focus groups, and we drive long-term marketing strategies from its results.

Healthcare Social Media & The Double Edged Sword

It was a reluctant audience at the SHSMD Senior Symposium session, Social Media 201: Advanced Tools and Advanced Ideas.

Senior Symposium attendees are individuals who have 20+ years of experience in healthcare and who are working in executive positions.Most of the audience looked like they were waiting for a root canal, and that they would prefer having one if it meant they could avoid having to “deal with” social media within their organizations. Others spoke of patients’ hardwired “need to share.”

Online Reputation Management In Healthcare (Part Two)

The first installment of this blog talked about the need for healthcare organizations to engage with consumers in the online communities where they are freely comparing doctors, rating your bariatric program, and providing each other support as they make their way through illness or disease.

Online Reputation Management In Healthcare (Part One)

First let me explain what online reputation management isn’t.  It isn’t letting your intern Tweet out a few prevention tips every week.  In practice, true online reputation management (ORM) requires at least two disciplines:  engagement and monitoring.

Healthcare marketing, “Polish Style”

The recipe for one TV spot. Take one “colorful” man who suffered severe orthopedic injuries. Put him in his favorite tavern with a polka band. Add friends and family from a close-knit community who’ve just come from church. Sprinkle in farm tractors. Stir in blackberry brandy. Cook at medium intensity all Sunday morning into early afternoon.