Online Communities Changing the Way We Market

Last week my co-worker participated in a Tweet chat for work. Afterwards, she sent all us Jennings employees a link to a health system’s website that typifies what we at Jennings think is the way of the future for healthcare:  online communities. Children's National Medical Center of Washington, D.C. hosts an online community for parents of sick children. On this…

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  • The Digital Glass House

    I recently read an article by Bob Garfield in USAToday about the decision by Chipotle to stop their corporate sponsorship of The Great Salt Lake Council Scout-O-Rama. The reason? Someone at Chipotle's headquarters realized the sponsorship would violate their corporate non-discrimination policies. (The Boy Scouts of America continues its policy of excluding gays.) Now, the point of this post isn't…

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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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  • Moving Brands at the Speed of Social Media

    I recently read an article on The Huffington Post on how brands are thinking about the connection between content and social media. Whether you’re a packaged good manufacturer, a service industry or a healthcare system, you should approach the creation of content like an editorial department does. It’s all about connecting content with the right conversations at the right time.
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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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  • The End of Social Media Marketing As We Know It

    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…

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