The day of “one size fits all” marketing solutions is over. Today, many healthcare organizations are realizing that a new set of customized tools such as social media platforms (Twitter, Facebook, Pinterest, and more) are perfect vehicles for effective segmentation or “niche” marketing. These platforms give you the ability to speak directly to niche audiences (communities of shared interest such…
In healthcare marketing, credible content is paramount, but it's equally important for marketers to identify and create opportunities to increase engagement. And that happens when hospitals and other providers deliver relevant, accessible content that connects with the audience. At Lexington Medical Center in Columbia, SC, their Pink Glove Dance promotion not only provided compelling content, it successfully engaged the entire…
Signature Healthcare in Brockton, MA launched a campaign in 2012 that addressed several issues, including physician retention and recruitment. The integrated campaign consisted primarily of physician videos, hosted on a custom-build website, and was supplemented by print ads and in-practice materials. “Our goal was to feature each doctor as a confident, genuine, unique professional,” says Dan Dunlop, principal at Jennings.…
In a healthcare environment of declining reimbursements, physician shortages, reform, and changing consumer expectations – not to mention a ramped-up competitiveness – it’s never been more important for healthcare marketers to make the move from being perceived as vendors to being viewed as essential strategists within their organizations. This article explains how that change can happen.
How much money should hospitals and other healthcare organizations invest in social media? As with any other media platform, it’s a matter of sound strategic planning and applying the right mix of tools to accomplish your marketing goals. Find out more about how you can leverage social media to engage your audiences.
When Floating Hospital for Children at Tufts Medical Center and MetroWest Medical Center formed a pediatric partnership, they faced the challenge of asking area physicians to change long-standing referral patterns. Find out how the research was done, and see the integrated, creative outcome of the detailed strategic planning process.
When Signature Healthcare launched their bariatric surgery service in collaboration with Boston’s Tufts Medical Center, they took a different route – a beautifully illustrated campaign showcasing a forward-thinking attitude. The eye-catching illustration style also carried over into an OB/GYN campaign. Check out the work and read about the reaction to the campaign by downloading the article below.
With the emergence of new digital platforms, marketing to and engaging with physicians is a more exciting opportunity than ever for healthcare organizations. Traditional communications tactics must be supplemented with social networks and new media platforms to build truly effective physician marketing programs. Find out more by downloading the article below.
An integrated effort for Cooper University Hospital in Camden, New Jersey helped effectively promote core services lines and differentiated the hospital from competitors in the region. Learn how this unique, statistics-driven campaign generated strong results.
For the most part, healthcare organizations do a less than stellar job of marketing to referring physicians. There is huge room for improvement – and opportunity. How can you lead your organization in launching successful physician marketing efforts? What do you need in your toolkit? Learn valuable insights by downloading the article below.