Healthcare Success

Some fundamental business ideas deserve repeating: Successful marketing—and practice growth—begins with taking care of existing customers/patients first. Growth-minded healthcare organizations often assume that business development is exclusively a matter of bringing new people through the door. Previous or existing patients—customers who have already crossed your threshold—are taken for granted, mentally considered “a done deal,” or […]

The broad category of healthcare and hospital advertising is generally improving all the time. Savvy marketing and communications professionals are tuned-in to effectively reaching the increasingly aware and empowered healthcare consumer with high quality, creative messages. But…amid volumes of “good stuff” we find some classic clunkers. It’s painful to see precious resources wasted on full-color […]

Just the other day, the esteemed Doctor Leonard McCoy * was telling me that medical tricorders—the TR-560 or other models—have been common Starfleet equipment as early as the 22nd century. “The anachronistic and crudely elementary stethoscope,” Dr. McCoy grumbled, “will rarely be found outside of a few private collections.” We’re reluctant to contradict a respected […]

All too often marketing professionals unintentionally alienate one of the largest (and most financially significant) target audiences, the over-50 crowd. Maybe they didn’t mean to, but the 30-something marketing person just doesn’t have a clue about the true mindset of the 50-, 60- or 70-something person they want to reach. We see this frequently when […]

You heard the news...nearly couldn't miss it. Retail drug store giant CVS will phase out the sale of tobacco products before yearend. That's the headline, but it's the rest of the story that you may have missed, and it isn’t all good news for doctors, medical practices and healthcare marketers. It’s likely to hit you […]

Let's put an end to “grip-and-grin.” We’ll publish your outstanding publicity photo as an illustration of what makes a great PR image. We want to spotlight good examples that capture attention and tell a story, without resorting to…well, you know, the other kind.  There should be a PR Professional Regulation that bans “execution-at-dawn” publicity photos. […]

Guest Post by Renée Keats This month, an estimated 47 million-plus previously uninsured, non-elderly Americans may elect health insurance coverage under the Patient Protection and Affordable Care Act (PPACA). How will health systems, providers and marketers stay ahead of the curve and address the US health care evolution? At its core, here are five ways that […]

The “Rule of Three” is a fun and easy-to-use “universal truth.” It can give your writing more impact, make your marketing more effective, and your advertising more persuasive. And for healthcare marketers and advertisers there’s a study out that validates the notion that three is the optimal number of claims in consumer messages.

Strictly speaking, ePatient 2015 - 15 Surprising Trends Changing Health Care is not a typical how-to marketing book. It is, however, an insightful look at “how health technologies are shaping the future of how consumers, caregivers and others will think about and receive care.” Co-authors Rohit Bhargava and Fard Johnmar clearly intended their new publication […]

Email marketing—a popular form of marketing directly to the customer/subscriber—has the appeal (and appearance) of being free. Well, it’s not free…but the cost is low, and when done correctly, the Return-on-Investment (ROI) can be remarkable. In addition to a good email software or service bureau, your investment includes the time required to maintain the process, […]

Recently we found a hot potato in our email. A new subscriber to our newsletter was clearly unhappy with us, and they let us know—in no uncertain terms—of their disapproval of healthcare marketing and advertising.

Here’s a timely reminder about an often-neglected marketing strategy for the year-end holiday season. And for budget-sensitive families, it can be a helpful financial advantage. Between now and the end of the calendar year, health services can be the most appropriate and affordable for individuals and families with tax-advantaged Flexible Spending Accounts (FSA). What’s more, […]

Without giving it much thought, many--if not most--doctors will simply assume that they need a brochure to promote their medical practice. Often, this is true. But surprisingly often, it's a premature assumption where the "treatment gets ahead of the diagnosis." A healthcare brochure is not always the first or most important component in a comprehensive […]

Editor’s Note: Although he’s on a much-deserved vacation, Healthcare Success CEO Stewart Gandolf unintentionally bumped into an article idea. So, 2,347 miles away from home, Stewart shares these healthcare marketing insights that apply to anyone in healthcare marketing. Stewart begins with a little story about a chance encounter…

Empowered patients, engagement and satisfaction are the new watchwords of Internet marketing for healthcare. But it can be challenging to know who’s pleased with your medical website, and just as importantly, who’s not so happy. Here’s a new and useful way to test the waters in real-time. Google Consumer Surveys has extended a helping hand […]

[One in a series of posts about finding and using free, low-cost, affordable and effective tactics to make your medical marketing sizzle without breaking the bank.] In our experience, “marketing-on-the-cheap” has never been a useful or effective solution to anything. Over the years, we’ve often received an urgent call after some well-meaning (but ill-advised) stabs […]

Our office sign contest a while ago spawned the following case study from a subscriber about success with attention-getting vehicle graphics—know in the trade as "wraps"—for healthcare marketing. Public Relations Specialist Kandice Dickinson shares the particulars in this guest post.

The numbers are simply painful. On the face of it, you’ve got to wonder if social media—and Facebook in particular—is worth the time and effort. “Only about 1 percent of fans ever return to your actual Facebook page after they’ve liked it,” according to Contagious Content, an eBook by author Brian Carter and the software […]

We've noticed that the most successful doctors and executives that we work with are constantly hungry for new information. By any of various names, continuing education is part of their personal fabric, something to be exercised daily, if not hourly. But what providers and administrators do for themselves, they sometimes overlook providing the value of […]

It’s no surprise to any of us that we remember situations that have exceeded our expectations. It’s that unexpected bit of delight or reward that we experienced at a (now favorite) restaurant, in seeing an entertaining movie, or even while doing a bit of retail shopping.

One of the most powerful concepts we know and teach is the Pareto Principle (aka The 80-20 Rule). In1906, Italian economist and avid gardener Vilfredo Pareto established that 80% of the land in Italy was owned by 20% of the population. While gardening he later observed that 20% of the peapods in his garden yielded […]

Have you ever felt uncomfortable--a little jittery, perhaps--because you forgot your Smartphone? Is your Smartphone within reach right now?

We’re not going to mention any names, but you’ll probably recognize the personality types. And please excuse our candor…consider it constructive criticism.

A baker's dozen of helpful tips in evaluating and using healthcare radio advertising Radio is a powerful media option for healthcare marketing. With rates negotiable to "half-off" or better, radio is worth a close look, even if you've avoided radio advertising in the past as too sophisticated or expensive for your hospital, organization or private […]

In the kindest of terms, the US Census bureau website was, for many marketing planners, a bitter and frustrating joke. I’m relieved to report that American FactFinder now has a new look, new tools and (grand sigh) easier access. Ask any experienced healthcare marketing professional. Extracting useful statistics from the US Census Bureau has been […]

[The second of two articles. Our previous post identified The 4 Biggest Reasons to Rethink Everything About Healthcare Marketing.] “What would you attempt to do if you knew you could not fail?”  In just 13 words, motivational speaker, pastor and author Robert Schuller presents a clean-slate approach to goals, priorities and actions.

[The first of two articles.] Where were you and what were you doing five years ago? Four years ago? As recently as 36 months ago, many doctors and hospitals were working from a “traditional” marketing playbook. And for the time, by intent or oversight, it seemed that it was “good enough” for marketing, advertising and […]

There’s an amusing but instructive doctor and physician marketing lesson to be found in listening to television interviews and discussions. The idea is to take note of a media pundit’s careful choice of words. The lesson is not so much in WHAT they say as in HOW they say it. In politics they call it […]

You’re going to want to block out a few hours for quiet reading and concentration. Healthcare marketing and communications professionals will want to (carefully) read all 563 pages of the Final HIPAA Omnibus Rule. It becomes effective next month, with a compliance date of September 23rd of this year--with increased fines for non-compliance. How will […]

This is the month when everyone (anyone, it seems) cranks up their crystal ball and offers their predictions about the New Year. As our regular readers appreciate, healthcare in general—and healthcare marketing in particular—is better suited to posts that track current trends (which we do several times each year) than predictive thinking. Nevertheless, it is […]

In the past few years, healthcare providers and marketing executives have been actively sharing ideas and information as an effective means of reaching and engaging patients online. Doctors, hospitals and health systems are creating and maintaining meaningful relationships by presenting timely information today that prospective patients may need tomorrow. And content that they share is […]

[First in a series. Introduction to RTB. ] Internet advertising has always been more than a bit complicated and more than a bit technical. The typically rectangular Banner Ad is the most familiar, most prolific and usually appears in context with the web page content. The revenue model for banner ads can vary. Payment may be […]

Patients are no longer just patients. The Internet, healthcare system reforms and other social influences are shaping a new consumerism in healthcare. Healthcare marketing professionals understand that patients are better informed and increasingly empowered. Today an individual has more influential muscle than ever before. In our experience, the vast majority of private practices and medical […]

The collection of marketing insights that we posted a few weeks ago was well received.  We called these medical marketing nuggets “Twisdom.” Our previous article, which is linked at the bottom of this page, inspired some of our readers to submit a few more thoughtful gems.

Three reasons why digital signage should be part of your healthcare marketing and PR planning Printed posters and static signs have evolved to a digital format that's attention getting and versatile. And digital signage is an affordable and cost effective marketing tool that should not be overlooked. It's a significant lost opportunity for many medical […]

Perhaps you can relate to the experience of a colleague of ours. His observation is a healthcare marketing and advertising lesson of opportunity lost. I frequently travel a main commercial street in our community…just one a thousands of local residents in vehicles on our way to or from the nearby post office, the drug store […]

Creating an effective healthcare marketing plan shouldn’t be a painful exercise. But to many, it seems like that. The doctor who is already into marketing wants to grow his or her practice…but resources are more scarce than ever. The medical group practice may have a few resources, but the competition has grown from “tough” to […]

Somewhere in everyone’s job description—expressed or implied—is the need to be creative. And we know from experience in that it’s doubly challenging to be creative on demand. Surprisingly, a little coaching can help the process of generating good ideas for better healthcare marketing and advertising. Here are some secrets about being creative from, of all […]

One of the oldest forms of advertising is everywhere, but it's tough to do it right. The first American "billboard" appeared about 175 years ago to announce the circus was coming to town. These days the billboard is only one of many forms of Outdoor Advertising-and that's a totally different animal. Approach with caution, however, […]

Hospital and healthcare marketing professionals have only begun to experience the rise of the new consumer. There’s even more consumerism likely in the future, according to the 2012 Altarum Survey of Consumer Health Care Opinions. This and other findings are influencing the shape of healthcare marketing and advertising. Of significance for marketing and communications planners, […]

How to know what you want to achieve, so you know how to hire right for success. How you define the job of an in-house marketing person sets the road to success (or failure). Marketing and Physician Referrals go hand-in-hand, but there are different skill sets for each, and they don't all fit into a […]

On the surface, a medical marketing email campaign is appealing, in part, because it is immediate and low cost. The proliferation of high-speed Internet connections, computers, laptops, smartphones and other mobile devices rapidly connect healthcare providers and hospitals with constituent audiences. Although a single email is fairly simple, creating a successful email marketing effort with […]

Often, It’s important to know what not to do in healthcare marketing…and especially when it comes to website design. Creating and maintaining an excellent online presence can be a challenging task. But it’s well worth the investment when your web presence creates brand (and reputation) awareness, generates inquiries and produces a stream of new patients. […]

Each year about this time, many healthcare providers are thinking about their marketing plan. Only a few pages remain on the calendar, and some planners are close to the finish line, while others realize they need to begin. Still others have a “rolling” marketing plan that is reviewed and adjusted monthly on near-term items, and […]

The emergence of the wave of “consumerism” in healthcare delivery is, in some respects, not entirely new. Consumers have been making purchase decisions about products and services for…well, forever. What’s new is that patients are better informed and are more actively evaluating their purchase options in healthcare as they typically apply in retail or other […]

For the past few weeks we’ve had a lot of fun presenting our seven-part educational video series of successful marketing strategies for healthcare practices and hospitals. Lonnie Hirsch and I (Stewart Gandolf) decided to make these fast-paced and informative presentations available to our readers at no cost, but for a limited time only.

Healthcare marketing is having a milestone moment. Because the nation’s healthcare delivery system has experienced sweeping changes in the past few years, the textbook list of medical marketing fundamentals needs a significant adjustment. Henceforth, PATIENT EXPERIENCE joins the classic “Seven Ps” of a marketing mix—PEOPLE, PRODUCT, PRICE, PROMOTION, PLACE, PACKAGING, and POSITIONING—for a new total […]

There's one vital step in shaping a positive patient experience that is often forgotten or neglected. In healthcare marketing terms, it's the one step that can make or break everything else you do to put the patient first and grow your brand and reputation. The nature of healthcare delivery is, more than ever before, focused […]

One of the secrets to creating a successful healthcare marketing program is to simply identify and use the strategies and tactics that work. There's less risk in knowing and using the right “proven” strategies. All you need to do is to collect many years of direct knowledge, practical experience and documented resullts from doctor and […]

Our Big Book of All Things Marketing has a page devoted to the symbiotic relationship between content marketing and healthcare. Few strategies and tactics in healthcare marketing combine as easily and appropriately. Here’s why “content” and “healthcare” are natural marketing partners. And why Content should be a key ingredient in the marketing plan for hospitals, […]