The New Normal for Medical Marketing, Healthcare Marketing, and Hospital Marketing in Challenging Socioeconomic Times Healthcare Marketing and advertising can appear to be complex, confusing and daunting. But the first steps on the road to success are grounded in only six fundamental building blocks. We think of it as an "ah-ha moment." It's that highly […]
Editor’s Note: This is an informal round up of iPad healthcare deployment applications that we’ve seen since the product was introduced less than a year ago. Many of the uses listed can be adapted to various professions, specialties and healthcare delivery situations. Most importantly, please help us expand this list. Comment below or send us […]
Everyone in healthcare marketing has something to learn from the pages of the Urgent Care Marketing Handbook. Even if your point on the spectrum is as a physician provider, hospital, medical center or other healthcare entity, there’s much to be learned from walk-in clinics and ambulatory care facilities. Consider this: You don’t have to wander […]
Tips for provider and staff who talk with reluctant patients scared by economic tough times. Effective physician-patient communication skills are increasingly critical in the clinical setting. Here's why the "new normal" in healthcare now demands a team approach that applies these basic ingredients. It's a page from every successful sales executive's playbook. Some physician stories […]
The numbers are an eye-opener: Two-thirds of primary care physicians say they regularly send patient referral information to specialists, but only one-third of specialists report receiving it. Clearly there’s a communications disconnect, according to a national study published this month in Archives of Internal Medicine. The study did not directly address the marketing implications of […]
by Steve Smith, Healthcare Success Senior Consultant Those of us in healthcare often suffer from diminished peripheral vision. We tend to believe that we work in a vacuum, and that despite whatever else is happening in other professions or businesses, healthcare is governed by a separate, special set of rules. In many ways, of […]
[EDITOR'S NOTE: In honor of Groundhog Day, we are re-posting this item from last year just for fun. The advice applies to all referral-reliant provider practices. Enjoy...and hope for an early Spring this year.] It doesn’t seem like 18 19 years since the release of the movie Groundhog Day. There’s an important lesson here for any […]
The New Normal for Medical and Hospital Marketing in Tough Economic Times Don't dismiss offer-driven media options automatically. The nation's economic headwinds have produced new, value-sensitive consumer buying patterns and an opportunity to re-consider the way things work in society's "New Normal." The terms "advertising offer" and "healthcare marketing" sometimes seem like misfits. To many, […]
Here’s a civic-minded idea that a hospital, urgent care center and many other healthcare organizations can organize and produce for the benefit of the community…and capture a bit of publicity and public relations in the process. It also illustrates the fact that your budget doesn’t have to do all the heavy lifting if you recruit […]
We predict that you’ll be reading a lot of New Year predictions this week. One such crystal ball report from PricewaterhouseCoopers (PwC) uses pretty dramatic language. Within six top health industry issues, PwC expects an “extreme strategy makeover." And each of the six issues contain healthcare marketing, advertising and public relations implications for medical providers, […]
7 Resolutions To Get Your Healthcare Business Moving Courage is a personal thing...and we salute the doctor who called us last year with his highly personal introspection. Then, as now, it was the season to reflect on the year past, and for individual and professional evaluation. This brief story—and we thank you for permission to […]
Here’s a useful technique that publicity savvy professionals, hospitals and healthcare organizations are using to grab a bit of the national news halo. Here’s how it works… When you can link developments in your specialty or professional field to timely news headlines—especially national news—call the news media and offer a local angle or spin that’s […]
Did you blink? New online healthcare marketing and advertising tools burst onto the scene faster than you can reboot your iPad. Take the business rocket Groupon for example. It’s well worth considering in elective healthcare sectors. Here’s why… Barely two years ago there was no Groupon. But less than a fortnight ago, the online deal-of-the-day […]
The Centers for Disease Control and Prevention (CDC) says that almost half of the American population lives with at least one chronic condition such as diabetes, asthma, COPD or heart disease. The numbers spike in older age categories, with more than ninety percent of Americans age 65 or older living with some form of chronic […]
The following article by Healthcare Success Co-Founder (and pet owner) Stewart Gandolf was featured as a guest post on the American Animal Hospital Association (AAHA) blog, brandBUZZ. AAHA is a companion animal veterinary organization serving approximately 6,000 practice teams in the US and Canada. If the holiday season is slow around your shop – and […]
Healthcare seems to be one of the early early-adopter industries for Apple’s popular tablet, trailing the financial services and technology sectors of business. The iPad is still less than a year old and there is no doubt that it’s been a hit in the marketplace. Apple-watchers predict the company will ship 7 to 10 million […]
17 Things Savvy Healthcare Providers Can Do To Keep Their Organizations Healthy Despite A Very Sick Economy There's no doubt that the nation's economic news is serious and troubling. Your own experience tells you that people—pretty much all of us—are justifiably concerned, from Wall Street to Main Street. While everyone's situation is different, you've likely […]
Recent market research suggests that many pharmaceutical marketing executives are still on the sidelines and working on their digital game plan. While marketing planners in other industries have quickly jumped into online channels, pharma has been comparatively slow to embrace the digital revolution. The findings from Digital Marketing in Pharma say that about half of […]
We’re impressed with the new AAE website (aae.org). The American Association of Endodontists has revitalized its online presence with more content and improved endodontic marketing messages for the public and the professional ranks. Refreshing (or completely re-doing) a website is good advice for most healthcare practices, hospitals and organizations. Too often their website is a […]
If you haven’t seen the FDA’s proposed graphic new health warnings for cigarette packages and advertisements, here's your first look. You'll likely see a lot more of them. But BE ADVISED that these graphics are well beyond the current, words-only advisory, and there’s nothing subtle about them. The FDA proposed a total of 36 warning […]
When a compelling offer catches your attention – such as the astoundingly low cost of only a dollar – it’s hard to resist. And when it’s only available for a limited time – in this case for one day only – serious buyers have to act immediately or lose the opportunity. The 1 Dollar-1 Day […]
The American College of Prosthodontists (ACP) recently launched a marketing campaign about esthetic restoration. Using an effective combination of video and audio material, the ACP placement plan is a good case example for healthcare marketing and advertising decision-makers about how to leverage media exposure for added (and affordable) reach and audience impact. Here’s a quick […]
Two interesting online publications popped-up on the healthcare marketing and advertising radar last week, and they may be useful for hospitals, doctors and communication professionals. Legal Implications of Social Media: The Ohio State Medical Association (OSMA) responded to member inquiries about using social media (Facebook, Twitter, etc.) to help market their practice and engaging patients […]
The right choice of words helps patients say "yes"to the elective care they want It's a challenge that cuts across so many professions–dental/orthodontics, cosmetic surgery, vision correction–anywhere the price of elective care seems just out of reach for the patient who needs and wants your services.
Everyone wants to be at the top of the results list when a prospective patient (or anyone) does a Google search for "Dentist in Des Moines," but only seven listings are going to make the "local business listings." Many hospitals, urgent care centers, dental offices, and other medical healthcare providers have picked-up on geo-specific advertising […]
The intersection of healthcare marketing and technology is a busy corner with lots of activity – shiny new toys, much fanfare, and an occasional dash of confusion. BUT – and this is a big “but” for marketing and advertising professionals – BUT traditional communications channels still dominate the search for health information over mobile health. […]
It's one of the oldest tools in advertising in America. The various forms of a coupon and coupon offers are well-established and often-used tools in chiropractic marketing and other healthcare products and services. Over time, they’ve moved from print ads and free standing inserts to also include distribution via email and taking a bit of […]
The vision-health benefits of eating carrots have stronger roots in popular folklore than in pure science. (The surprising origin of the carrots-for-better-vision is revealed below.) But the orange-ish root vegetable remains an enduring icon that pops up from time to time in optometry marketing. Here are two creative examples we happened to see recently.
A Chicago medical spa and wellness center that emphasizes integrative health sponsored a one-day retreat earlier this month titled: Fertility Boot Camp: Whip your EGGS into Shape! It’s an idea that may be of interest for reproductive endocrinology marketing. The objective, according to the Tiffani Kim Institute, was for women to learn “how to nurture […]
Should there be any question about the importance (and the immediacy) of the internet as a dental marketing tool, just ponder the sheer number of online searches: about eight billion — yes, with a b — searches per month. So the real question is: How can my local dental practice Web site capture well-qualified prospective […]
It's safe to think of Doc Gurley as web-and-tech-savvy. She's the only Harvard-trained and Board-certified practicing Internist that we know of who has a website, Facebook page, Twitter feed, blog...and a column at sfgate.com. That's not your every-doc CV, so we thought this was a well-qualified observer who posted an exceptional (and detailed) recap of […]
(This material is adapted from an article that we authored for Becker's Hospital Review, a bimonthly publication providing business and legal news and analysis for hospitals and health systems. Becker's Hospital Review reaches more than 15,000 people, primarily acute care hospital CEOs and CFOs. The marketing concepts discussed in this article apply to many professional, medical and […]
Although anti-gravity treadmill machines were introduced to the market a few years ago, they are not yet commonplace—and they’re an opportunity for differentiation in physical therapy marketing (for facilities that have one). At the Indiana Orthopaedic Hospital (Indianapolis), according to an IndyStar news item, the treadmill, by AlterG, is helping some patients recover more quickly. […]
Gastroenterologists and colonoscopists may find this clinically interesting. And for gastroenterology marketing, there may be a new message about reducing the unpleasantness of colonoscopy. Please reach for your copy of this month’s GIE: Gastrointestinal Endoscopy. It’s a considerable marketing challenge to put a positive spin on unsedated colonoscopy procedures—or even the recommendations to patients—but a […]
It’s no secret that dentistry is evolving throughout much of the Middle East. Until recently, the majority of patients failed to understand the value of quality dentistry, the Emirati market was limited to government-subsidised care, and dental marketing was virtually nonexistent. Now the landscape is rapidly changing. Rising numbers of affluent patients are beginning to […]
In many areas of the Middle East, it’s simply not enough to be a well-trained and skilled dentist. It also means being savvy about business and marketing to grow the practice and to achieve your personal and financial goals. Our previous article discussed how an ethical dental marketing programe is an opportunity to take […]
When it comes to marketing strategies for a practice, one of the most important decisions to make is deciding between external and internal marketing. This according to a recent article, What's on first: internal or external marketing?, authored by Stewart Gandolf, co-founder of Healthcare Success. According to Gandolf, the question is imperative to answer for […]
The problem is as old as the diagnosis, but more “anti-stigma” psychology and psychiatric marketing medicine is still needed. The American public still regards mental illness—schizophrenia, depression, and alcohol dependence—as shameful, according to research published recently in the American Journal of Psychiatry. Public and patient “understanding” has improved, but prejudice remains. Conclusions: “More of […]
Here’s something you don’t see every day: free heart health examinations for dogs provided by veterinarians and veterinary cardiologists. Pet lovers love the idea. And you might have seen the special mobile exam room at a park, community center or animal shelter, as part of a local special event in locations throughout the country. The […]
Could it be that orthodontic practices have more fun? Seems that way with things like this simply fun orthodontic marketing idea at Pashley & Baum in Irvine, CA. They’re an orthodontic practice, and it's a kid's contest, but this concept would fly with other professions as well; pediatrics, adolescent medicine, family practice or maybe others […]
Advertise your website on Google, Yahoo and other platforms to target local patients looking for your services. Editor's note: This article is the first of a series about how to drive traffic to your healthcare practice website. U.S. Internet users conduct 5 billion searches every month directly on major search sites. Furthermore, a recent Harris […]
New mothers may not be getting the breastfeeding support they need. The Centers for Disease Control and Prevention (CDC) reported that that less than half of the nation’s moms are breastfeeding enough, and they’re calling on healthcare professionals and others to do more in the way of education and support. It opens the door for […]
As Halloween approaches, Cosmopolitan Orthodontics is generating publicity for their second annual Candy Buy Back program in suburban Minneapolis, St. Paul, MN. They are one of several dental and orthodontic practices around the country that use this attention-getting concept. It’s a novel orthodontic marketing idea that involves patients, parents, staff and the community, and it […]
Sleep Medicine Marketing Finds an Ally in the Spa Industry; Promoting Sleep Health Education Day spas seem to be evolving. Once a pure “pampering palace,” some locations are increasingly embracing holistic wellness themes, including sleep health issues. It’s a growing opportunity for sleep medicine marketing—both physician practices and hospital programs—to get involved and reach a […]
Absolutely nothing about the Pharmaca Integrative Pharmacy location in La Jolla, CA reminds us of a classic retail “drug store.” But then, that’s exactly what they were going for; excellent differentiation. To our marketing eye, it’s a unique blend of traditional pharmacy services and alternative care products. They appeal to an upscale, primarily female, target […]
The iconic, Spielberg science fiction film Minority Report set us up for this one nearly a decade ago. But right now, a new billboard technology is being tested in Japan that recognizes who’s looking at it and delivers a personalized message that’s suitable to the reader. OK, it’s not the film’s iris recognition of year […]
Appearance-conscious men are buying skin-care products big time. There’s a boom in cosmetic products for men. Not just deodorant and aftershave stuff, we’re talking about eye gel, concealer, and an anti-shine powder that comes in a compact…it’s a bull market, according to the New York Times. Cosmetic products for men are not new, of course. […]
Steve Smith, Healthcare Success Senior Consultant, Writer & Account Manager Singer James Brown sang, “It’s a Man’s World,” but he could also have written a song titled, “It’s a Man’s World Except for Healthcare Decisions.” Women still make approximately 80% of the health care decisions for their families, according to the U.S. Department of Labor, […]
Here’s a flash of marketing inspiration we spotted in traffic. We love the simplicity of the message on this truck. It’s an ultra-short-and-sweet advertising approach that could be applied to many healthcare arenas, even if you don’t have a work truck in the medical practice marketing department motor pool. Some examples: Bunions? Hernia? Hemorrhoids? Knee […]
Overcoming negative, old-school ideas with genuine benefits in patient health. Nobody likes to be "sold." But there's no "selling" in communicating how products and services deliver needed healthcare benefits to patients. After almost twenty-five years consulting and helping physicians, dentists and many other healthcare professionals attract more of the patients and cases they want, I'm […]
