Many private practices have embraced the rise of healthcare consumerism trends, providing ways to create an experience that puts the patient's needs first. In hospitals, though, changes have been slow-going. This is due in part to longstanding structuring, pricing, and patient care protocols that are tough (and costly) to get around. But these changes are […]
In the months ahead, emerging market trends will reveal many important hospital marketing trends—more than we have space to unwrap in detail here. The following issues, however, are among the most important marketing-related ideas to track as they unfold. You are probably aware of these issues. Although they may be familiar, most are likely to […]
Not long ago, The Des Moines Register published an interesting opinion piece about hospitals that advertise. We’d like to know what you think about their coverage titled: Hospitals spend millions luring patients away from each other. Please take a minute to review their editorial handiwork and register your own opinion in the space below. Curiously, […]
This is not your typical video role model. You may not like it at all. But hospital advertising can steal strategy and creative ideas from this unorthodox (and somewhat rude) marketing gem. This little film blasts through clutter and makes an overly-familiar message standout in an entirely new way. The visual story of Coleman […]
Outdoor advertising—billboards in particular—seem to be more popular than ever in many hospital marketing and advertising plans. You don’t have to drive far to survey the crop of ads for hospitals (brand and ED wait times), service lines (specialists and clinics), and individual doctors or groups with hospital-connected practices. Admittedly, billboard advertising is a creative […]
In my advertising industry career, I’ve tended to resonate to the strength of direct response advertising. It’s not appropriate for every situation, of course. But where and when there’s a good fit, it’s one of the most powerful and effective tools. The reason: Direct response is advertising that gets results. And when it’s done properly […]
Hospital advertising is in the spotlight, and we wonder how your facility would stand-up to the challenging ideas we found in the news recently. The first is about price transparency and publishing cost information in ads for patients. The second notion proposes that hospital websites should be labeled as advertising—with the implication that if it’s […]
People don’t associate the All-American image of Columbus, Ohio, with marketing controversy. It’s just too wholesome for that sort of thing. Right? Having completed my undergraduate studies at Ohio State University, I’m practically a native. The public impression of this heartland state capital includes visions of fresh corn-on-the-cob at the Ohio State Fair, or live […]
Keeping up with the “big stories” in the news is fairly easy. Dozens of media outlets jump on what’s hot and fuel the torrent of information overload. But, scratching a bit deeper, there are some timely and instructive news items about hospital advertising...with marketing lessons for administrators and marketing executives. Here’s a quick roundup of […]
Inbound Marketing is flying so high and so loud these days that it seems to dominate the marketing landscape like a super storm. Some folks might be dazzled by all the ballyhoo and think that Inbound (also called Content Marketing) is the one and only—virtually compulsory—basis for a contemporary marketing plan. And worse, it’s troubling […]
[Second of two articles.] Read our previous post on the topic of transparent prices among hospitals, How to be Named the Costliest Hospital in the Nation. When the federal government opened the books to the public on hospital prices, the unprecedented transparency came as a shock to many facilities and industry executives. And this visibility […]
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 […]
