Realizing Vision Through Research: How Lawrence General Hospital Used Research To Help Elevate Its Brand

“City of the Damned.” That’s the magazine headline that greeted Jill McDonald Halsey when she arrived as the new Chief Marketing & Communication Officer for Lawrence General Hospital in Lawrence, Massachusetts. The city of Lawrence had been dealing with a variety of challenges, including the pervading perception of a city in decline, with rising crime rates and underperforming schools in…

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  • The Healthcare Marketer’s Expanded Role

    As the healthcare ecosystem continues to evolve, moving from the prevailing fee-for-service model to a risk-sharing model, we should expect the role of hospital marketing departments to go through a similar transformation. What does the world of hospital marketing look like when our focus is no longer on driving patient volume but on promoting the health and wellness of specific…

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  • 10 Tips for Creating Engaging Videos

    When you're working on a video project, you need to be in storyteller mode.  Importantly, you are not just imparting information; you are crafting a story that you hope will connect on some significant level with the specific audiences. The challenge you face is that there are any number of variables that can prevent the connection from happening: bad lighting, a…

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  • The Value of Return on Community in Healthcare

    From the eBook by Dan Dunlop, Principal: The notion is simple yet revolutionary: Make an investment in community and you will realize a return on your investment. At a time when many healthcare marketing pundits are emphasizing the importance of measuring and reporting Return on Investment (ROI), we believe it is time for us to embrace the concept of “Return on…

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  • The Connected Patient: Information as Currency in Online Communities

    Today’s patients are more aware and engaged than ever with their own health. And it goes beyond just looking up symptoms on WebMD. This new “connected patient” is increasingly turning to listservs, Facebook groups, Twitter chats, and other communities to find support, end isolation and meet an information void not being filled by static hospital websites. In his article, The…

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  • How One Health System Simplified a Complex Marketing Message

    Signature Healthcare and Floating Hospital for Children at Tufts Medical Center in Boston, recently tackled the task of explaining an unfamiliar concept to consumers with an integrated campaign marketing its pediatric hospitalists. The campaign not only defined what a “hospitalist” is – in a fun, creative way, it communicated the hospitalists’ role in the treatment of children. The campaign consisted…

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  • Mommy Blogs Best

    One of the most visible and influential elements to emerge as a popular online parenting resource is the “mommy blog.” With Jennings’ assistance, Signature Healthcare in Brockton, MA maintains its own mommy blog – SignatureMoms.com, written by area moms who are recruited yearly. The blog has seen a steady increase in volume and readership since it was started in 2011,…

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  • A New Model for Physician Marketing

    With the rise of the “social physician,” a successful physician relations program should integrate a number of disciplines, including marketing and digital services – a perspective that many healthcare organizations have yet to recognize or embrace. The fact is, physicians AND patients use and consume communication differently than they did just a few years ago. Many, if not most, have…

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  • Can Healthcare Organizations Find Wisdom in the Crowd?

    With the rise of Web 2.0 innovations such as social networks, wikis and crowdsourcing, anyone with Internet access has a voice. Healthcare organizations have a wonderful opportunity to seek input from individuals, groups and other constituencies – input that can provide insights, data, experiences and business solutions that might otherwise go unexplored. Learn more by reading crowdsourcing examples from respected…

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