Half Your Local Audience Drives Past Your Door to the Big City Hospital

For years, doctors and hospitals throughout the US have talked to us about a familiar and reoccurring theme in healthcare. That is, there is a common perception that people leave home and head off to the big city for medical services that are available in their own local community. Prospective patients are either unaware that […]

White Coat Syndrome: Why Marketing Professionals Have It and How to Cure It

  [Healthcare Success Podcast] Hospital marketing professionals are not immune to a form of “white coat syndrome.” It’s the somewhat common phenomenon where patients exhibit elevated blood pressure in a clinical visit—but not in other settings—due to anxiety of being face-to-face with the doctor. Similarly in healthcare marketing, communications professionals can be nervous talking with […]

FEAR: Diagnosis and Treatment for the Forgotten Marketing Barrier

[What Stewart’s Reading Series] I was reminded recently that FEAR is one of the most powerful emotions at play in marketing and advertising. On one hand, fear can encourage a purchase decision. Consider the amusing television advertisement where a klutzy neighbor saws off a giant tree limb and it crushes the adjoining homeowner’s car. It’s […]

4 Hospital Promotions That Get Down with the Community

Three community-minded ideas that your hospital might want to “borrow.” Plus an enjoyable, and completely unique, billboard concept that you probably won’t be able to steal. The Affordable Care Act rollout continues to inspire ideas that promote wellness and healthy living. Hospitals, medical centers—and in some instances group medical practices—are increasingly open to various ways […]

Futurist Views: Healthcare Reform at the Tipping Point [Podcast]

[SHSMD13 Podcast Series] In a few months, 2014 will be the tipping point–when the most significant components of the Affordable Care Act (ACA) take effect…with strategic implications for hospitals and healthcare providers. In another in our continuing series of healthcare industry podcasts, Marc Sauve, Senior Healthcare Strategist with Gresham, Smith and Partners, talked with Healthcare Success […]

Why Newly Hired Physicians Lose Money for Hospitals (and Need Marketing)

About the time the Affordable Care Act (often labeled Obamacare) was enacted a few years ago, the trend in hospital physician hiring took a distinct upswing. Various data sources that track the whereabouts of doctors generally agree that we’ve passed a tipping point. About 50 to 60 percent of physicians now work for a hospital-owned […]

How to Apply the 80-20 Rule to Your Medical Marketing

One of the most powerful concepts we know and teach is the Pareto Principle (aka The 80-20 Rule). In1906, Italian economist and avid gardener Vilfredo Pareto established that 80% of the land in Italy was owned by 20% of the population. While gardening he later observed that 20% of the peapods in his garden yielded […]

Rethinking Healthcare Marketing: What Would You Do If You Could Not Fail?

[The second of two articles. Our previous post identified The 4 Biggest Reasons to Rethink Everything About Healthcare Marketing.] “What would you attempt to do if you knew you could not fail?”  In just 13 words, motivational speaker, pastor and author Robert Schuller presents a clean-slate approach to goals, priorities and actions.

SoLoMo: Goofy Watchword to Improve Hospital Marketing Success

“SoLoMo.” Say it slowly a couple of times. It’s one of those recently minted, goofy-sounding marketing terms that someone invented. But SoLoMo belongs in your hospital marketing vocabulary. It’s a convenient contrivance to remind marketing planners to leverage the significant SOCIAL, LOCAL and MOBILE trends. Dissecting SoLoMo: What it means and why it’s important…

6 Super Graphics: Ideas to Super-Size Patient Experience and Advertising

The traditional textbook for hospital design and décor is a quick read. Historically, the hallmark of doctors’ offices and medical facilities—from reception areas to exam rooms—has been stark, sterile functionality…usually with a non-descript monochrome paint job. Fast forward to today. Who says clean facilities require a sterile look? Significant advances in printing technology have met […]


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