Article: The Digital Future of Physician Marketing and a New Role for Physician Liaisons

In order to handle the growing volume of content and the addition of new digital channels, roles within the physician relations department may need to evolve or change. One new position that seems likely to develop is that of the digital physician relations content marketer: a point person within the department responsible for aggregating digital content and disseminating it across…

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  • A Vision of Healthcare Marketing as Community Building

    Healthcare marketing is facing a crisis of relevance. For marketing to be relevant, it needs to be of value to those receiving the communication. When hospitals, medical centers and health systems promote their services, technologies, and procedures, they largely miss the mark. While healthcare communicators spew content in the hope that someone will pay attention, consumers turn the other way.…

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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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  • Merrimack Valley Moms Pediatrics Campaign

    When Floating Hospital for Children at Tufts Medical Center in Boston and Lowell General Hospital partnered to bring pediatric specialty care and expertise to the Lowell, MA area, they approached the marketing in a fresh, unexpected way. A new Mommy Blog was introduced, as well as a dedicated microsite, hospital newsletter cross-promotion, Facebook contest to recruit bloggers, and branded elements…

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  • Consumer Engagement Via Online Physician Videos – Going Way Beyond the Mundane

    Well-produced, online videos allow patients and referring physicians to “meet” your doctors on a much more human and emotional level when compared to the traditional physician finder. In fact, well-respected healthcare organizations such as Meriter Health Services in Madison, WI, Signature Healthcare in Brockton, MA, and Mount Sinai Medical Center in New York, NY have already begun using high-quality physician…

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