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When Patients Leave: Why They Fire the Doctor

Most doctors are well respected, even beloved, by the vast majority of patients. In the broad spectrum of patient-provider relationships, physicians have a positive head start. As the widely held and generally correct stereotype goes, skilled and experienced professionals in the healing arts are intelligent, well educated who do good for patients and the community […]

Ten Reasons Why Digital Marketing is First for Hospitals and Doctors

[Part One in a Series] Right up front, it’s fair to say that there are some exceptions to this overview lesson about digital marketing. In fact, a full-service, integrated healthcare agency brings marketing and advertising savvy and experience to direct a comprehensive, digital-driven plan that attracts and retains new patients. That said, digital is (almost) […]

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More Marketing Visions and Trends for 2018

[Second of two parts.] Healthcare continues to reinvent itself with near-constant changes in delivery systems as well as in the ongoing competitive battles in marketing and advertising. Here are more of the forward-looking trends, strategies and tactics that hospitals and medical practices need to consider for 2018 planning and beyond. Many of the trends and […]

Creating Patient-Centered Design for the Medical Space [Podcast]

[Healthcare Success Podcast Series] This is Stewart Gandolf. As you know we like to provide our audience with interesting podcast topics and new perspectives about the things we teach everyday. Our guest today is Cheryl Janis, principal designer and owner of Cheryl Janis Designs. Today, we're talking about podcast is about interior design that benefits […]

Your Hospital’s Explosive Consumerism Makeover

[Series Installment] It looks like the majority of hospitals throughout the US want to be gearing up for major advances in consumerism. From a marketing and business development perspective, the institutions that make aggressive consumer moves will differentiate themselves from the other 92 percent of the industry. A mere eight percent of hospitals and health […]

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13 Success Tips of an Email Marketing Ninja

Most communications professionals agree that email marketing is a major money-earning hammer in their marketing toolbox. The often-quoted ratio says that every dollar invested in email marketing can generate an average return of nearly $40. That’s a decent target, but some reports have an even higher ROI. Email marketing checklist... But beware. Triple-digit returns aren’t […]

How Much is Your Embarrassing Website Costing You?

When everyone is working diligently to attract new patients and new business, it’s extremely frustrating to uncover a "crappy old website" that’s turning people away. (And wasting money, too.) Sophisticated Internet marketing tools reveal a big “hole in the bucket;” the lost opportunity is real and downright painful. That’s exactly what happened recently when we […]

Understanding Marketing’s Micro-Moments

[A continuing education series in healthcare marketing – First of a two-part article] Micro-Moment Marketing travels at the speed of thought. Today’s consumer—which is virtually all of us—is constantly, and instantly, exposed to “nearly everything.” Thus, marketing is changing to connect with consumers in micro-moments, and at precisely the moment of need. Marketing buzzwords tend […]

The Future of Healthcare Marketing and Digital Dominance

[Part of a continuing series] A colleague told the real-world story about seeing a group of senior citizens talking about their grandchildren. To our observer, the curious part was that each of the 70-plus-year-old grandparents had their smartphone in hand, complete with proud-moment pictures and videos. This snapshot is a micro-moment reminder of how personal […]

10 Secrets to Creating Sharable (Maybe Viral) Content

There are times when healthcare providers—even health systems and hospitals—dive into content publishing with only a general idea about where they’re going or how to get there. Right from the start, creating and publishing authoritative material is challenging. But the initial creative step just gets the ball rolling. We all know that regular postings and […]

doctor standing next to chalkboard covered in question marks

How Social Media is Driving Today’s Healthcare Decisions

The buying public has moved...from indoors to online. And healthcare is not far behind. Retail business has shifted from familiar big-name brands to online-based providers. Some of the biggest names in retail merchandising aren’t nearly as big anymore. Sears, JCPenney, Macy’s and many other department store chains have downsized and properties have closed. We’ve lost […]

7 Marketing Ideas to Draw Men Into Their Doctor’s Office

There’s a serious gender gap in healthcare marketing. So, in advance of National Men’s Health Week (CDC, June 12-18, 2017), here are some marketing idea-starters—to reach, motivate and encourage men to make health a priority. But be forewarned, men are a tough audience—they are underserved and highly reluctant to see the inside of a doctor’s […]

Social Proof Primer: How to Use Marketing’s Psychological Secret Sauce

[Series Installment] Think of it as marketing’s psychological secret sauce. A serious dash of social proof is often the most compelling and motivating ingredient in the applied science of marketing. Success—with clear and measurable results—follows when you put predictable human reactions and behavior to work. You can kick start your effectiveness by incorporating at least […]

The ABCs of Digital Marketing

In today’s increasingly tech-savvy world, it’s easy to get lost in the complex jargon of the on arena. Don’t give up — we’re here to break it down for you. Whether you’re looking to brush up on your marketing knowledge or starting from scratch, the ABCs of Marketing will help you understand some of the most important terms that you need to know today.

Three Ways To Use Technology to Improve Trust and Communication

One of the most important things you can do as a business is to build trust with your clients. A business without trust is like a car without gas. It looks good but doesn’t go anywhere. The same bridge needs to exist in healthcare; building a trusting relationship between provider and patient. There are three […]

The Next Physician Migration

[GUEST POST BY PAUL ROSEN, MD] When I graduated medical school almost 20 years ago, the majority of my classmates were planning to work in a private practice environment after residency training. Now, the opposite is true. Ninety percent of medical students plan to work for a health system. Most will skip private practice work. […]

4 Smart Reasons to Finally Use Patient Email in Doctor Marketing

In a totally unscientific sample, about half of the doctor marketing business cards in front of me include a physician’s email address. The other half does not; those cards are silent about an email communications channel between the practice and the real world. And, I fear, that's an unfortunate choice these days. Scientifically grounded studies […]

Hospital Advertising: Obscenely Effective Video Boosts Organ Donors

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 Sweeney—the […]

Using Vine to Juice Up Your Hospital or Medical Marketing

You know Vine. It’s the micro-video-sharing service that hospitals and medical marketing folks can use for visual spice in social networks including Twitter and Facebook. When Vine first emerged many people wondered if there was a useful marketing purpose when confined to creating little looping video clips of less than six seconds. It’s probably the […]

Online Video Trends: Reaching Prized But Elusive Viewers

Healthcare consumers—the audiences that hospital and medical marketing professionals target—are increasingly difficult to reach effectively with video content. Some of the trends in this techno-mash-up include cable television subscriptions, where the programming bundle includes a zillion channels…including dozens that you pay for, but seldom watch. Homes with Internet and wi-fi service are streaming Netflix and other digital […]

Benchmarking: The Case for Looking Outside the Healthcare Box

[A GUEST POST by Paul Rosen, MD] Millennial medical students are starting their third year clerkships in hospitals around the country and are asking: Where is the cutting age technology I am used to? Where are the seamless communication systems? Where is the user experience? The students are evaluating the care systems they are asked […]

Finding the Video Sweet Spots that Engage Healthcare Viewers

Incorporating some sort of video content in your mix of healthcare marketing material seems like a no-brainer for doctors and hospitals. Producing and posting online video is relatively inexpensive and potentially highly effective—if it’s done properly. The enormous audience and the compelling impact of video storytelling is a powerful one-two punch for marketing planners. Recognizing […]

Disruptive Expectations: Healthcare’s Customer Mindset Revolution

[Podcast: Part Two in a series.] Healthcare Success CEO Stewart Gandolf talks with Rob Klein, founder and CEO of healthcare marketing research firm, Klein & Partners, about how retail is learning healthcare a lot faster than healthcare is learning retail. What is the new healthcare CUSTOMER mindset? Rob Klein, our guest in this podcast, explains […]

Periscope and Meerkat: Marketing Game Changers or Novelty?

Working late one night a few months ago, I somehow stumbled on Periscope, the social video app that enables live streaming broadcasts--from you to the world. There’s a bubble of hype and hoopla connected with the launch of Periscope, so I was a bit skeptical. It turned out to be fascinating. Periscope is a free app […]

Healthcare Disruptions: For Better or Worse?

This is the second of a two-part guest article contributed by Pediatric Rheumatologist and healthcare thought leader Paul Rosen, MD, a regular contributor to our blog. Dr. Rosen looks at some of the key drivers in healthcare transformation, which might be seen as a field of landmines or opportunities. Part one is titled: The Disruption […]

Facebook Fundamentals: Being “Social” Where It Counts

Far and away, Facebook is the most popular social media site on the planet. For healthcare marketing, that makes it a first class opportunity to communicate with patients and prospective patients. The stats are growing constantly, but better than 70 percent of adult Internet users (or nearly 60 percent of the entire adult population) are […]

Engaging Physicians and Others The Purely Old Fashioned Way

If there’s one—close-to-perfect and always effective—secret to engaging doctors and others, this is it: Sharing timely, useful and interesting information--directly and personally. This makes an unforgettable and lasting impression that grows relationships with physicians and professional colleagues. If you prefer, think of this as an old fashioned, personalized and “analog” take on the benefits of […]

Online Reputation Management Tips for Hospitals

[Guest Post] Adrienne Erin is a freelance writer, designer, and subscriber to the Healthcare Success blog. Let’s face it. Some patients are more likely to post negative comments in online forums than positive ones. Additionally, negative comments can have more influence than positive comments do. These are some of the reasons that it’s imperative to […]

Sharp HealthCare: Building Credibility with the Hispanic Community

[SHSMD14 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success talks with Sharp HealthCare Multicultural Community Relations Specialist Jessica Lopez, and John Cihomsky, Vice President, PR & Communications. Jessica and John will be speaking at the 2014 SHSMD Connections Conference on the topic: Building Credibility With the Hispanic Community. The concept of “Show Me. Don’t Tell […]

Hospital Marketing Opportunity Revealed: Get a YouTube Channel. Get Ahead.

Surprisingly few US hospitals have a YouTube Channel in their marketing lineup. Still fewer have the right content. Jumping on this opportunity is an open field competitive advantage. Here’s why and how. We’re one of those medical marketing companies that loves numbers. Good or bad, numbers can gauge progress, measure Return-on-Investment, and reveal opportunity. For […]

Don’t Alienate the Over-50 Bunch. They’ve Got the Money.

All too often marketing professionals unintentionally alienate one of the largest (and most financially significant) target audiences, the over-50 crowd. Maybe they didn’t mean to, but the 30-something marketing person just doesn’t have a clue about the true mindset of the 50-, 60- or 70-something person they want to reach. We see this frequently when […]

Keeping Up with the Jones Generation: Medical Marketing Demographic Sweet Spot

[Series Installment] Our recent post in this series declared the “Gen-Y” population group to be the “biggest ever” slice of the population. It turns out that “biggest” depends on who’s doing the slicing. Take a look at the Jones crowd. Medical marketing professionals need to keep up with the Jones Generation cohort, a “sweet spot” […]

Mindset List: Cultural Touchstones in Healthcare Marketing

This year’s Mindset List from Beloit College has relatively little to do with healthcare marketing, at least directly. It’s informative, amusing…and a little sobering. But for healthcare providers and medical marketing professionals, this annual look into the value system of college freshmen helps keep us painfully aware of the life experiences and “cultural touchstones” of […]

Why Healthcare Marketing Needs to Wakeup to Caregivers and Influencers

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 […]

Healthcare’s Consumerist Revolution and the Quality of Caring

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 […]

What My Grandmother’s Magazines Say to Your Patients About Their Brand Experience

by Kathy Roy Gaughran, Senior Marketing Strategist My travel schedule takes me to the offices of healthcare providers throughout the nation. Each initial visit is a great “first impression” opportunity for me to take the role of a new patient who is seeing the practice with fresh eyes. The “experience” (seeing and feeling what impacts […]

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