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.…
https://www.youtube.com/watch?v=gTa_hmBMJz4
In the past I've written blog posts about Lexington Medical Center (one of my firm's clients) and its quest to build a heart center. The process of gaining approval took more than ten years. Today the heart center is a reality and the hospital has launched an ad campaign featuring its new heart surgeon. I'm not always a fan of putting…
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.
Two weeks ago I saw a presentation by a demographer named Ken Gronbach, author of the book The Age Curve. He made a simple but important point. Markets are influenced by the number of people in them. 50 people eat less, buy less, vote less and die less than 100 people. So one of the ways to understand why an…
Here's a sample of a print campaign appearing this month for North Carolina State University. The ad appeared in a publication geared toward in-state business professionals. While I'm generally a fan of this ad, it's a quick simple read with good photography. I'm honestly more intrigued by the logo. If you've seen much of NC State's marketing the last few years,…
My middle daughter is a very bright high school junior and a pretty darn good athlete to boot. No really, she is. The college admissions direct mail solicitations are pouring in to her inbox and our mailbox. This week alone she's been graced by The University of Chicago, Wake Forest, Brown, Columbia, Vanderbilt and Oberlin. Eye-popping opportunities for sure -…