With the holiday season upon us, here’s an incredibly useful gift idea for doctors, hospitals and healthcare professionals. What’s more, the cost couldn’t be better. Offer a subscription to the Healthcare Success Marketing Advisor to your friends, colleagues, physicians, administrators and staff. You'll be giving them the gift of success that is packed with valuable, practical, […]
San Francisco and Berkeley, CA, are only 20 minutes apart via the Bay Bridge. But for these two practices, their dental advertising, dental positioning and branding couldn’t be further apart. And, from a healthcare marketing perspective, both examples are properly tuned into their community spirit and embrace it in their office décor and branding message. […]
You're more likely to hear about "The Hawthorne Effect" on a TV game show than in a hospital marketing staff meeting. The name of this management concept is a bit obscure, but you may already be working for you. So what the heck is "The Hawthorne Effect," and how can it help hospital and healthcare […]
For anyone willing to believe the “authoritative sources,” the Great Recession ended a little more than two years ago. We’re having trouble finding anyone who believes it’s all behind us; including (perhaps especially) doctors, hospitals and other medical professionals. A lot of healthcare providers feel the recession is still impacting them directly. This financial fact […]
In the hit movie “Contagion,” a new strain of flu virus starts in Asia and spreads quickly until it reaches a global pandemic, killing tens of millions of people of all ages. For maximum impact, it’s likely that the movie studio timed this release to coincide with the fall flu vaccines, which will have 166 million […]
It’s a curious thing. Patients who want or need cosmetic procedures are usually concerned about the cost first. Since they don’t have many ways to measure the worth of your dental skills, experience, or quality of materials, they only know to ask, “How much does this cost?” And the dichotomy is that all-important money matters are […]
Here’s another way to use video in your online healthcare SEO marketing and advertising. Regular readers appreciate that we often write about using video on your website and in other medical marketing applications. Video is a useful, versatile and cost effective method to carry your marketing message or make your advertising point.
The increasing number of healthcare provider and private practices that have launched a social media presence are likely to find that Facebook Fans can be fickle. A report by DDB Paris has it that two out of five Facebook (FB) users will change their mind and click the “unlike” link on a brand page. Their […]
As we continue to memorialize our collection of medical marketing axioms—for the Big Book of Healthcare Success—we would welcome contributions from you. ax·i·om noun /axioms, plural 1. A statement or proposition that is regarded as being established, accepted, or self-evidently true There are thousands of guiding principles that apply to healthcare and hospital marketing, medical […]
The Center for Studying Health System Change (HSC) took another look at the shift of physician employment from private practice to hospital employment. The top-line observations are not too surprising: Physicians are looking for security and hospitals are looking for increased market share, referrals and admissions. But, the study observes, this mutual attraction doesn’t assure […]
Less than a month ago the business news of the day was dominated by Steve Jobs' announcement that he was stepping down as CEO of Apple Inc. A few days later, he was on the cover of Newsweek, headlined: American Genius, Steve Jobs, How He Changed Our World. Both iPhones and iPads are so popular […]
The big-picture objectives of the “Bundled Payments” initiative seem worthy: “Better Health, Better Care, Lower Costs.” But we have to wonder if hospital marketing and advertising will find itself answering patient concerns about trusting their wellbeing to a “lowest bidder” system? Under a pilot program announced recently by the Department of Health and Human Services, […]
One of the analogies I shared with an audience earlier this week resonated with the crowd so well that I decided to share it in today's blog post. (Those of you who know me personally or have seen me speak know I LOVE using analogies to simplify concepts.) First, the back story. After listening intently […]
It’s a little frightening that in physician practice marketing we often discover more examples of “poor” patient experience than “good” ones. In fairness, the good stuff rarely gets the spotlight that it deserves, and the negative examples are often magnified. The doctor-patient relationship is often strained, and positive, personal relationships—among patient, provider and staff—is often […]
A few years ago, my dentist retired and I scheduled my first visit with a dentist who had become a client. After my first appointment, he personally made a follow-up phone call to see if everything met my expectations in the first visit. (It was a step in his new medical practice marketing plan.) Though […]
From the nation’s heartland to the big city, here are two “healthy heart” illustrations of healthcare marketing at work. Avera Heart Hospital Marketing and PR Thinks Mega Some things are larger than life in South Dakota. For example, Avera Heart Hospital in Sioux Falls has a big heart and knows how to make a big impression […]
For centuries, doctors made house calls to patients’ homes. Except in some rural communities, these visits have become about as practical as using mustard plasters to promote respiratory health. In today’s world, telemedicine increasingly enables doctor-patient communications in two different places for a high-tech house call. Telemedicine is also a great “hook” for hospital marketing […]
The managing partner of a large, respected group called me recently to find out if my firm could help them answer a rising competitive threat and build volume for their associates. The trouble was, he was very guarded and hesitant. After a lot of coaxing, he finally blurted out the real reason behind his reservations. […]
Testimonials—a patient’s expression of appreciation for you, your practice and their results—are powerful motivators for potential patients, and highly useful in medical practice marketing. And, being mindful of HIPAA, many professional situations can use this tool effectively. While patients are often happy to make referrals and testimonial statements, they often don’t have a clue about […]
The primary reason that public speaking is a powerful and persuasive tool in healthcare marketing is that it is highly personal. A good speech is a tool of engagement that can make an emotional or intellectual connection—sometimes a bond—between the speaker and individuals in the audience. Physicians, medical practice administrators, hospital public relations executives, and […]
A quick survey of 4 communications cornerstones and 24 basic ideas that might belong in your marketing plan. This is a "forest-for-the-trees" kind of thing. Or maybe it's a "nose-on-your-face" deal. In any event, overlooking an obvious opportunity is definitely common, and even somewhat understandable. Hospitals, practices and healthcare organizations are busy places and marketing […]
Don’t you just love it when a good plan comes together? As we speak with the principals and executives of hospitals, professional societies, medical groups and other healthcare organizations, a regular challenge is to help shape and execute an effective business and marketing strategy. And it’s gratifying when a good strategy wins the day. Goals […]
Here’s a heads-up snapshot of four recent news items. Each of these is likely to be of growing importance on your healthcare, medical or hospital marketing horizon. We’ll be watching and writing more about: Google takes a new swing at Facebook with Google+. This, we predict, will be big…or at least a big battle of […]
I had a call today with a prospective client that followed a theme I have heard at least one hundred times before. Essentially, he and his colleagues said they have "been burned" with their previous marketing efforts and are now "gun shy." He was understandably very reticent to do anything. He summarized, "I spent a […]
It seems that the nation’s hospitals have lifted their patient satisfaction scores, according to a recent survey. Kudos to the hospitals, with the doctors and staff deserving a healthcare marketing salute as well. Data from nearly 3,800 hospitals says that there’s been a 1.6 percent annual increase in the number of positive responses in the […]
Editor's Note: Healthcare Success authored this article as one of a series for ImagingBiz, a unique industry publication that delivers business intelligence for hospitals, imaging centers and radiology practices. The marketing concepts regarding physician liaison, practice representative, physician relations or business development apply to many professional, medical and healthcare marketing situations.
Here’s a roundup of four interesting and informative healthcare and hospital marketing vignettes from the past few weeks. There are insights and observations in each, and we’d like to hear your comments.
As a HealthLeaders Media commentary put it recently, “Expecting patients to shop for discount cancer treatments and bargain heart procedures is, of course, a non-starter.” But coupons, discounts and special offers can take many forms in healthcare and hospital marketing. What's more, the search for savings, and being value-conscious, is no longer a middle-income trait. […]
We see a ton of healthcare, medical marketing and hospital websites in our work. We review them, we critique them and we provide advice how to improve them. And sometimes it’s downright frightening what we find. Perhaps the scariest moment is when we discover a provider or healthcare organization that has no website at all. […]
Major changes and pivotal events in the growth of a medical practice require a solid marketing program—and a stream of new business—to assure success. Here's when to consider financing for marketing and how we can help. [Series installment.] In the kindest of terms, the current state of healthcare in the United States is "dynamic." Maybe […]
If you don’t know a lot about “The Father of Advertising,” please invest a few minutes with David Makenzie Ogilvy. Your return on investment will be an insight to some of the most powerful and effective ideas in advertising. This is a tiny piece of advertising industry history, but we can assure you that David Ogilvy’s […]
If you’re a little behind in reading your Federal Register subscription, we see that the Department of Health and Human Services (HHS) is proposing to use “secret shoppers,” perhaps in your office. The HHS wants to sample Primary Care Physicians’ (PCPs) wait times, accessibility and availability. In government talk, the Proposed Project is titled Assessing […]
A highly successful medical device representative that we know jokingly refers to one of his first jobs in college as being a supermarket “samples lady.” And for physicians, hospitals and healthcare marketing professionals there’s a gem of an idea among the free samples and trials. Once or twice a week our friend would pack up […]
The most neglected healthcare provider marketing opportunity, and how to break the habit Email is the communications means of choice for many individuals, but it's a surprisingly neglected strategy that never gets off the ground for the simple lack of opt-in email addresses. Here are seven easy ways to build a permission-based contact list and […]
Starting a conversation is about as easy and automatic as breathing, right? Doctors talk with patients. Administrators talk with staff. Staff members interact with patients. Public Relations people talk with reporters. Physicians meet members of the community. Effortless? Routine? The answer is no, it’s not always easy. A meaningful conversation, a purposeful conversation, an engaging […]
I don’t know anyone who isn’t occasionally guilty of using “medical-ese.” It's the verbal shorthand, technical talk, healthcare jargon, slang or hospital lingo that spells trouble. Doctors, nurses, hospital marketing executives, and practice administrators are all experts, but our audience is not. And we kill our well-intended message quicker than you can say "hyperlipidemia." The […]
Here’s an early heads-up about Google’s brand new “social recommendation” product. If you haven’t heard about this, you might want to start tracking. In time, it’s certain to have an impact on healthcare marketing, Internet advertising and healthcare search engine optimization (SEO). Google, the giant gorilla of all search engines, calls it “the +1 button,” […]
Editor's Note: The marketing concepts discussed in this article-authored by Healthcare Success for ImagingBiz-also apply to many professional, medical and healthcare marketing situations. ImagingBiz is a unique industry publication that delivers business intelligence for hospitals, imaging centers and radiology practices. This education and information portal offers a wealth of expertise on the rapidly changing world […]
There’s no doubt that Americans are going to the doctor less frequently than they did a few years ago. The downtrend in patient visits is well documented…there’s plenty of empirical as well as anecdotal evidence. We hear about it routinely from our clients in primary care practices, which is not surprising. But it’s a bit […]
In many respects, marketing a health care organization or practice is not substantially different from marketing a small business in other industries. Basic business marketing principles that apply in other industries - including market and competitive research, strategic planning, budgeting, positioning, branding, marketing strategies, tactics, media options, public relations opportunities, implementation processes, tracking processes - […]
On December 21, 2010, the U.S. Census Bureau announced the results of Census 2010—the resident population of the United States is now 308,745,538. But Census 2010 data isn’t just about counting noses. You may be surprised to learn that there’s a “new majority” in town, and there’s an important paradigm shift underway for healthcare marketing […]
gold·en goose • n. a continuing source of wealth or profit that may be exhausted if it is misused. Oxford Pocket Dictionary of Current English You’ve probably heard the “golden goose” story. It’s been around since about the 5th century and there are several versions of the fable. Unfortunately, there’s a healthcare marketing version that’s […]
The deal-of-the-day coupon phenomenon is new, but it very much looks like it’s here to stay…at least in the retail/merchant sector. For healthcare, however, some cautionary tales have emerged. Our previous post pointed to Groupon as the leading poster boy for a dozen or more “try-it-you’ll-like-it” deal sites. And more importantly, the fact that the […]
For some time now, we have championed the benefits of video content as a powerful, and often underutilized, tool in healthcare marketing. No pun intended, but here are two cutting-edge video examples of surgery—direct and graphic from the OR. Viewer Discretion Advised. These video examples of actual surgery include graphic content. Online video broadcasts (and […]
It’s like being a driving instructor. Part of our job is to keep clients steering their healthcare marketing and advertising bus on the right course and away from the potholes. But all too often we’ll see an accident…someone has veered headlong through the good-sense guide rail and their advertising dollars have gone up in flames. […]
Try “Googling” search terms for your practice or hospital. Your healthcare site page ranking may have moved (or may move soon). The world’s biggest search engine has changed the secret formula that it uses to index all that is cyber. And different rules are now producing different results.
Video content in healthcare marketing is increasingly affordable and useful for many reasons, but to our budget-stretching mindset, but using “leverage” is the best part of the equation. We talk about leverage in our popular instructional series about the many uses of video. (All six video segments are on this page.) But the compelling value idea […]
We launched our new series of marketing articles at ImagingBiz this week with a short lesson in branding. We’re pleased to contribute to the ImagingBiz educational and informational portal on a regular basis. It's for decision-makers in medical imaging in both the outpatient and hospital environments. And although our initial article is directed primarily to […]
We think Jennifer Robison, Senior Editor for the Gallup Management Journal, hit a timely hot button with both marketing professionals and business administrators when she wrote about healthcare organizations missing the “patient experience” target. Her focus was primarily hospitals, but her words are just as vital to other healthcare organizations, marketing, advertising and PR executives […]
The problem with “common wisdom” is that it is often a myth cleverly disguised as the truth. And it’s easy to buy into these notions, especially when you hear something frequently or from a well-meaning source. For example, consider the common wisdom (and debunkments, if that’s a word) from WebMD: Drink at least eight glasses […]
