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 […]
Don't start without at least one of these or your "Medi-Spa" may go down the drain. The cross-over blending of a medical practice and a day spa continues to grow in popularity. The public finds value and authority in medically directed services to improve personal appearance, and many physicians recognize how a "medi-spa" can add […]
So you think you’ve arrived. Solo practitioner or group medical practice…hospital or health system…you’re at the top of your marketing game by whatever measure you want to use. You have the first Search Engine Optimization (SEO) ranking, or you’re the undisputed leader in brand awareness. And now that you’ve arrived, you can sit back and […]
For healthcare marketing, there’s value in knowing people’s preferences and the medical gateways that are important to consumers. It’s important insight for healthcare providers, hospitals and other medical and patient-facing organizations. People--healthcare consumers and prospective patients, that is--tell researchers they want tests that predict if certain serious diseases are likely to be part of their […]
What’s not to like about personalized healthcare service? Same day and on time appointments, email access to scheduling and to your doctor, physicians who are not in a hurry and have the time to listen to patients—these are the patient benefits of a concierge practice without the typical (premium) concierge fee schedule. An article in […]
Creative new ideas are the fuel of healthcare marketing success, and in all modesty, we come up with new ideas all the time. It’s our business. What’s more, our clients—physicians, hospitals, dentists, medical groups, pharma/device executives, surgeons and healthcare providers and organizations—tend to be leaders in their field and pretty smart people. Typical of these […]
Wait! Don’t change that channel. Advertising’s long-form—the 30-minute video format—is not always about home exercise equipment, kitchen knives or Chia Pets. In fact the sometimes-misunderstood “infomercial” can be a highly professional (reputation enhancing) communications tool, and an excellent healthcare marketing, advertising and public relations workhorse. What’s more, advances in technology have pushed down the cost […]
Every day we see a sign for “Oral Surgery” or read a healthcare advertising headline that is mainly the physician’s or hospital’s name. Unfortunately for the marketing budget, it’s not advertising…it’s a failure to communicate. Whatever the intent, the medical marketing message missed its mark. The fundamental truth here is that no one goes shopping […]
It appears that the chaps over at King’s College London’s Dental Institute—the largest academic dental center in Europe—think they have something that will appeal to both dentists and dental phobic patients alike. It seems that Professor Brian Millar and associates have developed an “adaptive filtering” technology that erases the universally disliked sound of the dentist’s […]
Healthcare practices and hospitals have been slow to adopt email as a standard communications tool with patients-most of whom would welcome the connectivity. Bringing email into the mainstream of your office, even for non-clinical matters, is a powerful way to differentiate your business from the competition, increase satisfaction and patient retention...and boost office efficiency. Recently, […]
These two little questions, which seem perilously close to being disrespectful, can save you from wasting precious healthcare advertising dollars. In fact, they can help lead you to a higher Return-on-Investment (ROI). Let’s say you or your staff is planning a new advertisement. Use these questions as the first challenge to the prospective advertising message. […]
Just recently we were reading an online article, authored by a doctor, titled: “You Should See My Doctor”: Cost-Effective Marketing Ideas for Your Practice. There were several remarkable things about the content. First, this was advice about healthcare marketing from a doctor to other doctors. Medical schools provide scant training in business, marketing or advertising, […]
To the surprise of hardly anyone, the number of non-surgical facial procedures spiked dramatically last year. The data, according to the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), says that 75 percent of the procedures performed by Academy surgeons in 2010 were non-surgical. Moreover, the number of nonsurgical procedures has grown by 16 […]
Take a quiet two minutes for a demographic reality check. Trust me, this isn’t an academic exercise. Private practices, physician groups, pharmaceutical companies, hospitals and virtually all healthcare organizations should take note. Census data reveals some disruptive trends at work in the US population, researchers say. And, we would observe, if your healthcare marketing plan […]
We see in the news that Dr. Gregory Smith is making “house calls” via Skype. What’s more, he has between 350-500 appointments each year. A lone report may not signal an explosive trend, but the lesson for healthcare and doctor/physician marketing is that the enabling technology is now mainstream, and medical provider innovators and early […]
by Steve Smith, Healthcare Success Senior Consultant Scholarly articles about retail customer service tell you that continuing success in business is not about making an individual sale, it’s about creating a relationship that wins a customer. It’s a principle that applies in healthcare delivery, and with every patient (the customer) interaction. And these winning […]
Existing treatment options and marketing approaches for obstructive sleep apnea and loud snoring may be changing with a new, pacemaker-like medical device. Sleep centers, hospitals, otolaryngologists and other providers will want to follow the introduction of an airway stimulation therapy approach. The new medical device has been approved for sale in Europe and for clinical […]
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 […]
