Puppy dogs (and kittens) are cuddly cute. Babies (and kids) are scene-stealers. But in healthcare marketing, there's nothing more convincing-and downright effective-than an excellent testimonial. Sorry canine cuteness, but testimonials have been called "the single most powerful marketing tool." They are a close relative to word-of-mouth advertising, and they are effective in "closing the sale" […]
There's a five-step process that makes for best practice success. Healthcare marketing is very much like drilling for oil. Success requires a proven system not a shovel. Here's an analogy that I presented to a client recently. Suppose you want to drill for oil. You can begin making random holes in your backyard, or you […]
If you don’t have a mobile strategy for your healthcare marketing, your online presence may have disappeared from view. The critical question is: Is your medical, dental or hospital ready for the “small screen?” Just when you thought your healthcare marketing website was completely functional, along comes an overpowering wave of smartphones and mobile devices. […]
A recent article in the Wall Street Journal (WSJ) put forward the challenge questions for consumers, “Is Paying for 'Concierge' Health Care Worth It? What to Ask Before Signing Up for a High-End Plan.” With the nation’s healthcare delivery system changing, the thoughtful article [here] was intended to inform prospective patients about the growing number […]
We don't always agree with Arianna Huffington, but as a digital media observer, publisher and thought leader, she is spot-on in recognizing how online media has changed from mainly "presentational" to truly "conversational." In her words, "This is the golden age of engagement." The president and editor in chief of the Huffington Post Media Group described digital […]
Healthcare marketing is in need of an overhaul, according to Advertising Age (AdAge), the respected advertising and marketing industry publication. They arrived at this conclusion after talking with 25,000 consumer/buyers of healthcare products and services. Marketing and advertising that only targets the prospective patient might miss the mark and not get the job done. As […]
In professional circles, almost any corner of the film production industry is casually referred to as working in “the biz.” And those same professionals will quickly add that it’s a lot more hard work than the popular PR image of “glitz and glamour.” But the considerable effort behind a healthcare television commercial is not only […]
Right up front we want to say that we’re more than understanding about the financial struggle that goes with operating a medical practice. The nation’s economy remains soft, reimbursements are down, overhead costs are up; private practice is a tough business. (Most businesses—large or small, product or service, retail or otherwise—feel a financial pinch, including […]
We've all seen desktop-generated signs in the waiting rooms or reception areas of doctors' offices. Presumably the intent is to help the staff and help the patient. But the problem is that regardless of what they say, they are often a signal of a culture focused on admin and processing and not on a culture […]
Way back in August, 2010, we ran a post titled, Urology Marketing: Vasectomy Friday, the Couch Potato, and Big Game Weekend. Flash forward to this month. Now, about a year and a half later, the clever promotional idea seems to have taken off in a big way. It’s no coincidence that it’s just in time […]
We think the current economic picture just might be a “unicorn recovery.” Like the mythical beast, everybody talks about it, but nobody has seen it. Hopeful signals filter through the media, but—in our slice of reality—we have yet to hear a client or prospective client say that they see evidence of a real economic turn […]
This is a quick post about a clever little idea. Healthcare marketing professionals can use this powerful four-word question to engage patients and inspire instant, on-the-job comments from the public. Here’s how it works. The four words are: “How am I doing?” Put this question and a brief invitation immediately below your signature block for […]
Hospitals—at least some hospitals—have a reputation for being laggards on the technology adoption curve. There's some truth to that; after all, big medical devices have a big price tag and six- and seven-figure capital investments don't happen weekly. But the truth is that many hospitals and group medical practices have discovered new ways to apply […]
Generally, we’re a bit modest about the work we do as a healthcare advertising agency, but once in a while we like to tell a good success story. And this tale is worth retelling for several reasons. First, it was a complex marketing issue…and we like that kind of challenge. Second, the client is pleased […]
A while ago a doctor came to us with the complaint: "I haven't been in practice 15 years...I've been in practice one year 15 times." That conversation lead us to help him discover medical practice marketing opportunities that not only enriched his business, they enlivened his professional satisfaction. There's more to discovering new healthcare marketing […]
We speak with physicians and surgeons every day, and by way of our ongoing sampling of attitudes and opinions they are not optimistic or enthusiastic about healthcare reform. Unfortunately, these first hand, from-the-field reports range from “pessimistic” to “survival threat.” First, there’s the unhappy news. Just last week the results of a national research study […]
Keeping your healthcare website content fresh pays-back in marketing dividends Healthcare marketing websites for organizations and practices of all types need to be maintained with regular changes for maximum effectiveness. It's a web-savvy rule that applies across the board for hospitals, manufacturers, physicians and surgeons, dentists, pharmaceuticals...virtually everyone. Here are the four main benefits that […]
Lately we’ve been thinking about the increasingly evident gap between patient expectations and provider expectations in healthcare today. As the nation’s health delivery system continues to redefine itself, there’s a shift from a provider-focused culture to a patient-centered culture. Past, present and future, healthcare is a caring and progressive profession. No one deliberately offends patients […]
Not so long ago, it was rare—extremely rare, in fact—to find a full-time marketing person working for a medical practice. The same was also true for many hospitals. At best, medical marketing was a part-time proposition. But the tide has changed. It began as a trickle and has turned into a tidal wave. Today, having […]
Email, as a healthcare marketing tool, has a lot going for it. It's inexpensive. It's fast. And it can be highly effective. Email also has a lot of things working against it. It's easily ignored. It can be filtered as spam. And it just might not communicate at all. Arguably, the most important part of […]
We just love to tell a good medical marketing success story, and this one has an unexpected punchline. Although the real world stage is an Ear, Nose and Throat (ENT) practice on the East Coast, the value lesson isn’t limited to otolaryngology marketing. The core concept is useful for nearly all medical practice owners and […]
Not everyone can use innovative ideas about digital signs, so let’s just say that sometimes our Friday posts can be on the casual and slightly amusing side of informative. Our little story begins more than a dozen years ago… The cardinal rule of a brainstorming session is that there are no bad ideas. So when […]
Most doctors hate the idea of "sales," "selling," or being a "sales person." To many, the concept behind sales-and the old-school reputation-is more about taking than giving. And it's not just physicians. The culture and mind-set throughout professional ranks-medical practice staff, hospitals, and marketing communicators-is one of concern and providing solutions for individuals in need.
In what is described as “the first systematic assessment of hospital websites,” a new study suggests that most physician, hospital and health system websites could improve their websites. The analysis, published in the Journal of Healthcare Management, evaluated over 630 websites from four dimensions, ACCESSIBILITY, CONTENT, MARKETING and TECHNOLOGY. And, according to this in-depth study, […]
More than a few times recently we’ve heard the comment: “Patients choose doctors, not hospitals.” We wonder if you agree…or not. Evaluate a random selection of hospital advertising from around the nation and a casual observer might wonder if facilities are promoting quality care or creature comforts. Is this a fine hospital or a five-star […]
How to target your healthcare organization advertising for the best return and profitability. Not to say that a lot of doctors are out of touch, but... If you were to ask 100 doctors what Procedure "X' reimburses, more than 90 would be able to shout out an answer with 100% certainty. The trouble is, […]
The buzz around that “new” social media site Pinterest (the virtual pinboard where you “pin” things of interest) has been explosive in the past few weeks. But like many “overnight sensations,” this emerging technology has actually been around for a couple of years. Some medical and dental practices, hospitals, healthcare marketing professionals and health-condition-specific ePatients […]
As recently as a year or so ago we probably couldn’t offer a post about the many and various ways that doctors were using social media tools in their medical practice marketing. Outside of the Innovators and Early Adopters, not much could be reported. At best it would have been a short article. But the […]
We begin with a true story...with an object lesson for medical practices, healthcare providers and practice administrators about emotionally engaging (and retaining) new patients. Imagine for a moment that you've moved to a new neighborhood. You have two neighboring families...one on either side of your new home. It quickly becomes apparent to the new residents […]
Is there a future for “virtual nurses” in healthcare? How about your medical practice or hospital? Here are two intriguing examples of emerging technology—both labeled “virtual nurse”—that are being tested in the real world of marketing and healthcare delivery. Both interact with the public, although each virtual nurse has a different assignment. Can you see […]
The opinion/editorial page in every publication draws fewer readers than the front page. Traditionally, the Op-Ed section is less interesting and exciting than the flash of hot news. So, in case you missed Dr. Scott Gottlieb’s opinion piece for the Wall Street Journal about healthcare’s Mandate Committee, it’s well worth two minutes of your time. […]
Healthcare practitioners and staff ask us about budgeting more than any other single topic. In fact, just this morning a dermatologist asked me how much money he should allocate to market his new dermatology / medi spa practice in Florida. It turns out there are three primary methodologies to establish a marketing budget. 1. How […]
In our work with medical practices throughout the United States we've observed an interesting phenomenon that healthcare providers and administrators might marvel at seeing for themselves. How would your office staff greet each new patient if they thought the individual might be a "secret shopper?" Would the prospect of staff accountability change the way they […]
If you live and work with the hints and helps in short maxims, there are dozens of “five-minute rules” to guide you in everything from computer science to digital discourse. Some of these “rules” are informal at best. In computer science, the five-minute random rule says to cache randomly accessed disk pages that are re-used […]
If your healthcare marketing materials were as easily created and remarkably beautiful as an Apple product demonstration, you would never need professional design or writing services again. Ever. Apple’s advertising is powerfully compelling. Creative materials—books, photos, videos—appear intuitively simple to do, and some people are mesmerized into believing that do-it-yourself (DIY) is a short cut […]
In many hospital-owned practices, physician salaries are endangered when productivity and net collections drop. Sadly, it’s a common and documentable by-product of the ongoing shift from privately owned practices to hospital-owned practices. It turns out that in many instances, if you sell your practice to a hospital, your income may go down. The causes behind […]
Do you need to apologize for marketing your healthcare services? We’d like to hear from you about the controversial questions raised in last week’s USA Today article about some of the marketing methods used in healthcare. (The primary focus of this piece is hospital marketing, but the implications extend to private practices, health systems and providers […]
Somewhere-on nearly every healthcare marketing plan-is a line item titled "event." For a medical practice it might be a new office "open house." For hospital marketing, it could be a community involvement or PR project. And for any healthcare provider or doctor marketing professional it is an opportunity to remove the "white coat factor" and […]
There’s been a dramatic increase in the need for healthcare branding. In fact, we’d have to call it a huge rise in doctor branding, physician branding and hospital branding—all propelled by various factors in the marketplace. Broadly speaking, we’d put the change-agents under the umbrella label of “healthcare reform.” And three of these forces—empowered patients, […]
How to know if TV fits your local Healthcare Marketing Plan We're glad you're reading this article. TV is often easily dismissed as being either too expensive or too difficult as a media option for doctors. We'll be the first to tell you that television advertising is not right for everyone. Is it complex? Yes. […]
There’s a lively discussion among doctors and healthcare providers about communicating with patients via email. We’re not talking about the use of occasional and informative broadcast “eNewsletters” (a common healthcare marketing tool) that are sent from a practice or hospital to a list of opt-in patients. This is the arguable notion that a one-to-one email […]
It’s entirely possible that you missed the Food and Drug Administration’s (FDA) officiously titled draft guidelines about social media marketing and communications: Guidance for Industry: Responding to Unsolicited Requests for Off-Label Information About Prescription Drugs and Medical Devices. Please stick with us for a minute on this one. This topic isn’t just for pharmaceutical and […]
There were two red-flag stories in the news last week. Neither item is a surprise, but they signal disturbing trends for healthcare marketing thought leaders. The headlines say: 1 in 5 Older Americans Cutting Back on Health Care to Save Money - Employee Benefit Research Institute (EBRI) Spending growth on physician services sinks to record low - […]
Quick-check questions that reveal make-it or break-it problems before launch The difference between big-time winning vs. downright disaster in healthcare direct response depends on a million variables. A single, simple oversight can cost you the ballgame. Ask yourself these seven questions to find and fix fundamental problems before you rollout any direct response program.
A first-time visitor to your healthcare website knows very little about you. And what they find—or don't find—will be their "first impression" of you and your brand. The problem is that many are either out of date or out of touch, and the patient experience never has a chance. The first impression is also the […]
In the time it takes to read this post, a handful of new concept, Internet startups will launch with as much splash as they can muster. And, in the same brief amount of time, last week’s crop of “latest-and-greatest” social media, Facebook-clones and “community” sites will have vaporized. We don’t know if the lifecycle of […]
As medical practice marketing professionals well understand, the measure of patient satisfaction—or the lack of it—sometimes has little or nothing to do with a physician’s medical expertise. For some patients, the length of the “door-to-doctor” waiting time is a primary distinction between satisfaction and marching over to the competition. Individual provider offices—general practitioners and specialists […]
The Texas State Board of Dental Examiners is considering how the concept of online healthcare deals and discounts may or may not fit into its advertising and marketing rules for professional practice advertising. There was a small but important news item that touched on this. It's worth reading…and watching where it may lead. In the […]
Broadcast emails and e-newsletters can be useful tools in medical practice marketing as long as you stay on the safe side of anti-spam regulations. And that's easier than it looks. You may be surprised to learn that "spam" has a curious and slightly amusing history. As one source has it, S.P.A.M. is an abbreviation for […]
A significant sign of the turbulent changes in healthcare delivery systems—and medical marketing—is the fact that 30,000 drug and medical device representatives were laid off in the last 5 years. But as startling (and devastating) as that is for individuals on the pharma side, the same systemic storm has delivered something of a silver lining. […]
