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5 Must-See Medical Marketing Videos: Ideas to Inspire and Engage

Our readers tell us that they love to look over the shoulder of others. It’s a high priority to get a peek at what colleagues (and competitors) are doing in medical marketing. Today’s “video roundup” is a widely diverse sampling of US and international healthcare marketing messages. Influencing Patient Behavior: Video can be a medium […]
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3 Critical Questions to Ask Yourself Before You Hire a Healthcare Advertising Agency

By definition, your healthcare advertising agency is a partnership arrangement. Choose this business associate carefully; it's not an ordinary vendor or supplier resource. You're not buying latex gloves or file folders here. You're hiring a trusted professional colleague that understands your business and your growth goals. If you are buying "creative services" or "website design" […]
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Recession: A Stinging, Lingering Sore Spot for Doctors and Hospitals

For anyone willing to believe the “authoritative sources,” the Great Recession ended a little more than two years ago. We’re having trouble finding anyone who believes it’s all behind us; including (perhaps especially) doctors, hospitals and other medical professionals. A lot of healthcare providers feel the recession is still impacting them directly. This financial fact […]
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“Contagion” and the Heated Competition in Promoting Flu Shots for Healthcare Marketing

In the hit movie “Contagion,” a new strain of flu virus starts in Asia and spreads quickly until it reaches a global pandemic, killing tens of millions of people of all ages. For maximum impact, it’s likely that the movie studio timed this release to coincide with the fall flu vaccines, which will have 166 million […]
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How Third-Party Financing Can Boost Big-Case Acceptance

It’s a curious thing. Patients who want or need cosmetic procedures are usually concerned about the cost first. Since they don’t have many ways to measure the worth of your dental skills, experience, or quality of materials, they only know to ask, “How much does this cost?” And the dichotomy is that all-important money matters are […]
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Nothing Personal, but Doctors Still Fear Social Media in Physician Marketing

You could call this a digital dichotomy...or maybe a cyber standoff. Physicians, by most accounts, are technology-enabled, digitally connected and social media savvy. They use social media, new survey data tells us, to talk among themselves. But as a physician marketing tool and engaging with patients? Well…not so much. As a group, US doctors are clearly […]
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Heard about “Patch?” Something New and Local for Healthcare Advertising and Public Relations

Here’s something to add to your list of local news media. It’s called Patch.com, it’s new and it probably belongs on your hospital or medical practice advertising and public relations media list. Patch—which creates a dedicated local news presence in upscale communities—calls itself “your source for local knowledge you can’t live without.” Patch isn’t everywhere […]
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Referral Pipeline Rules Made Simple: Physician Marketing Basics That Keep It Flowing

Each year, about 22 million patients are referred from one healthcare professional to a professional colleague. And patient referrals account for hundreds of times more than that number. In physician marketing, direct referrals into the practice often represent a large and significant segment of new business development, which, regrettably, is a neglected part of the […]
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Healthcare Marketing Video Demystifies Provider's Story in 120 Seconds

Here’s another way to use video in your online healthcare SEO marketing and advertising. Regular readers appreciate that we often write about using video on your website and in other medical marketing applications. Video is a useful, versatile and cost effective method to carry your marketing message or make your advertising point.
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Bald Is Beautiful and Other Physician Marketing Community Connections

Community outreach promotions for a charitable cause is a channel for healthcare marketing—particularly for hospital public relations—to connect with the local citizenry. From South Florida to Canada, here are three attention-getting promotional efforts. All made a publicity splash for a good cause. First, we found Miami Children’s Hospital Foundation embracing the mantra: “bald, brave, beautiful.” […]
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Fickle Facebook Fans: Why Physician Marketing Can’t Take Social Media Engagement for Granted

The increasing number of healthcare provider and private practices that have launched a social media presence are likely to find that Facebook Fans can be fickle. A report by DDB Paris has it that two out of five Facebook (FB) users will change their mind and click the “unlike” link on a brand page. Their […]
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Coping with Change: Squaring Away Your Physician Marketing and Personal Goals

In a quiet, reflective and personal moment—something doctors rarely seem to find—it can appear that everything about healthcare is changing. Maybe "total turmoil" would be the view of many professionals. The feeling of not having a solid footing is unsettling. Much of the provider world is shifting from private practice to hospital employment. Expenses are […]
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Thought-Provoking Questions for Medical Practice Marketing in Disturbing Economic Times

There’s another timely and thought-provoking post by Stewart over at his blog, Gandolf’s Marketing Magic, titled The First Step To Dealing With Our “New Normal” Is Acceptance. Drawing on several authoritative sources—including candid insight from his personal and business experience—the portrait of the nation’s economic “New Normal” is, at best, troubling. It’s also likely to […]
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Hospital Public Relations: When Really Nasty News Hits the Fan

Now and then, something really unpleasant happens at a hospital, medical center or even at a medical practice, and “bad news” abounds. Unflattering headlines and stories flow, and negative hospital public impressions and perceptions have administrators reaching for the extra large bottles of Pepto-Bismol. What if something like this hit the fan in your facility? […]
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What Doctors Can Learn About Retail Marketing from “Truck Stop Missouri”

The truth is we rarely have much time to watch television, and if we do have a spare moment, most reality shows would not make the line-up. But there’s at least one exception. The promotional announcements for Truck Stop Missouri on the Travel Channel caught our attention recently. The intriguing concept behind the show—and the […]
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Why Hospital Marketing Decisions by Committee Rarely Work

Hospital Marketing is Changing >In the 21st Century, hospital marketers have been exploring a new sales approach for today’s consumer/patient. There has been an explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed patient, forcing all hospitals to navigate a much more complicated marketing, advertising and sales environment. […]
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Healthcare Success Axioms: Useful Wisdom From The Book of Medical Marketing

As we continue to memorialize our collection of medical marketing axioms—for the Big Book of Healthcare Success—we would welcome contributions from you. ax·i·om   noun /axioms, plural 1. A statement or proposition that is regarded as being established, accepted, or self-evidently true There are thousands of guiding principles that apply to healthcare and hospital marketing, medical […]
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The Purple Cows and White Coats of Medical Practice Advertising

The medical marketing landscape has changed dramatically over the past decade. Although some physician, surgeon and provider markets will differ somewhat, we find this to be true across the board. One key difference would be how sharply the competitive forces in hospital marketing and medical practice advertising have shifted and intensified. More than ever before, […]
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Hospital Marketing Perspectives: Capture Market Share and Referrals by Hiring Physicians

The Center for Studying Health System Change (HSC) took another look at the shift of physician employment from private practice to hospital employment. The top-line observations are not too surprising: Physicians are looking for security and hospitals are looking for increased market share, referrals and admissions. But, the study observes, this mutual attraction doesn’t assure […]
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Hospital Marketing: Why Spaghetti Marketing Doesn't Work

The U.S. Department of Labor Statistics notes that as many as 50 percent of all businesses do not have a marketing plan. And from the same source: Over 90 percent of all businesses without a marketing plan fail within their second year. A correlation? Of course there is! The old adage: Businesses that fail to […]
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Effective Word-of-Mouth Management and Measurement

In this audio interview from SHSMD, Jennifer Coleman of Baylor Health Care System (Dallas, TX) shares some insights about word-of-mouth marketing and the use of testimonials. Word-of-mouth, spoken or written, includes any medium, from face to face to digital. Any word of mouth, good or bad, depends on the quality of service provided and the level […]
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Steve Jobs' Three Lessons for Healthcare Marketing

Less than a month ago the business news of the day was dominated by Steve Jobs' announcement that he was stepping down as CEO of Apple Inc. A few days later, he was on the cover of Newsweek, headlined: American Genius, Steve Jobs, How He Changed Our World. Both iPhones and iPads are so popular […]
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“Please Read This Today.” A Call to Action for Doctor Advertising.

No Call to Action is No Ad at All.  Often the humble “call to action” is only two or three words. But if it’s forgotten, it can make a surprising difference in the effectiveness of healthcare marketing messages. Leave out the critical call to action in doctor advertising and medical practice marketing and the advertisement […]
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Marketing Post-Acute Care Services

Healthcare Success Director of Client Services Jamie Roney spoke with Susan Moss of Kindred Healthcare (Louisville, KY) in our series of podcasts from the Society for Healthcare Strategy and Market Development (SHSMD) CONNECTIONS 2011.
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The Pride of Shameless Self-Promotion: Make Them Feel They’d be Doomed Without You

In our continuing series of podcasts from the Society for Healthcare Strategy and Market Development (SHSMD) CONNECTIONS meeting, Healthcare Success Founding Partner Stewart Gandolf spoke with Susan Alcorn of Geisinger Health System (Danville, PA). Marketing people who work for hospitals or practices often feel unappreciated and misunderstood. In this podcast, Susan Alcorn shares some of […]
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Living the Brand: Leading Your Organization’s Customer Experience Strategy

SHSMD 2011 Direct: Memorial Medical Center Director of Public Relations Kevin Stranberg Healthcare Success Director of Client Services Jamie Roney spoke with Memorial Medical Center Director of Public Relations Kevin Stranberg—direct from the Society for Healthcare Strategy & Market Development (SHSMD2011) meeting in Phoenix. Typically, according to Kevin, an individual or a department is responsible for […]
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Acquisitions and Consolidation: Structure, Culture, and Strategy to Make It Work?

SHSMD 2011 Direct: Rose Glenn and Elizabeth Schnell of Henry Ford Health System Rose Glenn and Elizabeth Schnell of Henry Ford Health System in Detroit spoke with Healthcare Success Director of Client Services Jamie Roney…live from the Society for Healthcare Strategy & Market Development meeting in Phoenix. Mergers, acquisitions, developing an accountable care organization, or […]
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So Where Are We With ACOs? - Direct From SHSMD

Geoff Kauffman, CEO of the American Red Cross (North Central Region), weighs in on the current state of ACOs in this podcast. Dr. Alan Pitt of St. Joseph's Hospital and Medical Center in Phoenix shares his physician's point of view. Check it out here.
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Building Your Brand With Wellness

How can hospitals and doctors "get the word out" in a tasteful, cost-effective manner? In this audio interview, Chris Boyer of INOVA HEALTH SYSTEM shares insider secrets about how his wellness program Fitfor50 broke through clutter to create both awareness and revenue for his organization. Listen to our hospital marketing podcast here.
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Marketing Lessons from Massachusetts' Reform Experience

Report from the Future: Marketing Lessons from Massachusetts' Reform Experience In our continuing series of podcasts from #SHSMD11 in Phoenix, Healthcare Success Founding Partner Stewart Gandolf spoke with Alan Macdonald of South Shore Hospital (South Weymouth, MA). Alan provides an insightful look ahead in a presentation titled Report from the Future: Marketing Lessons from Massachusetts' […]
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Marketing and PR Professionals Uniting for Winning Results

Marketing and PR Professionals Uniting for Winning Results Healthcare Success Director of Client Services Jamie Roney talked with Phyllis Marino of MetroHealth System (Cleveland, OH) as another in this series of podcasts, Tweets and posts direct from #SHSMD11 in Phoenix. In the presentation titled Marketing and PR Professionals Uniting for Winning Results, Phyllis presents a […]
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Physicians’ Crying Need for Communications Training in Doctor Marketing

There’s yet another survey out recently that suggests how some surgeons could use the help of communications professionals and training when it comes to doctor-patient communications. Last month’s findings—published in the August issue of the Archives of Surgery—points to the fact that surgeons lack formal training in how to deliver bad news to patients. Effective […]
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Successful Strategies for Online Patient Research and Engagement

Successful Strategies for Online Patient Research and Engagement Healthcare Success Founding Partner Stewart Gandolf leads the HSS contingent attending SHSMD CONNECTIONS 2011, providing VIP podcasts, Tweets and blog post coverage direct from #SHSMD11 in Phoenix. For our first SHSMD interview, Stewart spoke with Alan Shoebridge of Providence Health & Services of Portland, OR. His topic […]
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The Number One Reason That Hospital Advertising Fails

Right up front we need to say that there aren't any absolute "guarantees" about results in hospital advertising, or healthcare marketing for that matter. At best, you can use proven strategies and tactics, draw on professional experience and take other practical safeguards to minimize risk. But guarantees? Steer clear of anyone who offers you that […]
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"Priceline" Hospital Marketing: Will Patients Trust in “Lowest Bidder” Healthcare?

The big-picture objectives of the “Bundled Payments” initiative seem worthy: “Better Health, Better Care, Lower Costs.” But we have to wonder if hospital marketing and advertising will find itself answering patient concerns about trusting their wellbeing to a “lowest bidder” system? Under a pilot program announced recently by the Department of Health and Human Services, […]
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Bet You Can’t Top This: Orthodontist Shows How Office Décor is Fun Marketing

This post is mainly for fun. But there’s a practice marketing lesson in this exceptional example of wildly interesting and unique office décor--from an orthodontic practice. You’re going to have to drive to Conway, Arkansas to experience the office decor of orthodontist—and admitted car enthusiast—David J. Myers, DDS, MS. If you’ve never seen a medical […]
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Putting Your Reputation on the Line with Every New Patient Contact in Doctor Marketing

It’s easily overlooked, but every new patient has already “met the practice” several times before they meet the physician. In doctor marketing terms, the patient experience begins long in advance of the first appointment. Typically, a new patient is forming an impression even before they pick up the phone. Then there will be one or […]
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The Forgotten Step That Makes All the Difference to Patient Experience

There's one vital step in shaping a positive patient experience that is often forgotten or neglected. In healthcare marketing terms, it's the one step that can make or break everything else you do to put the patient first and grow your brand and reputation. The nature of healthcare delivery is, more than ever before, focused […]
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Tweet Success With Precision Hospital Marketing Messages

What does a Twitter-based contest at the University of Iowa have in common with hospital marketing? For Tweet success, be sharp. The college essay readers at this institution were so overwhelmed with seeing students’ heavily edited essays from their parents or plagiarized essay themes that they did something a bit drastic. They created a full […]
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Marketing Analogy: Playing High Stakes Poker is Easy, Winning is Hard

One of the analogies I shared with an audience earlier this week resonated with the crowd so well that I decided to share it in today's blog post. (Those of you who know me personally or have seen me speak know I LOVE using analogies to simplify concepts.) First, the back story. After listening intently […]
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Will EHR Adoption Help or Hurt Patient Experience? A Physician Practice Marketing Challenge for Tablet Computers.

It’s a little frightening that in physician practice marketing we often discover more examples of “poor” patient experience than “good” ones. In fairness, the good stuff rarely gets the spotlight that it deserves, and the negative examples are often magnified. The doctor-patient relationship is often strained, and positive, personal relationships—among patient, provider and staff—is often […]
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Magna Health Systems: Marketing a Center of Excellence

Editor's Note: Healthcare Success was pleased to contribute to this feature profile of Magna Health Systems for publication in SurgiStrategies magazine. This article provides a close-up look at the marketing activities at one of Chicago's leading outpatient surgical centers, examining their work with and for surgeons, as well as their weight loss outreach direct to […]
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How the "New Sales Strategies" Work in Physician Marketing

As technology has evolved in the digital age, so too have the most effective sales strategies. By the way, please don’t be put off by the “S-word,” but if you prefer, label it business development, or even what you say to win patient compliance. By whatever name, healthcare providers and medical marketing professionals do it—you […]
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One Physician’s Candid Assessment of Social Media in Medical Practice Marketing

One of the most intelligent and insightful physician practice marketing assessments of social media that we’ve seen comes from Kansas City (MO) pediatrician Dr. Natasha Burgert. She committed herself to a one-year project to see if social media would enhance or distract from her pediatric practice. Fast forward to today. After 12 months of using […]
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Caring Docs: Saluting the Good Works of Physician Community Relations Programs

We need to devote a few lines in recognition of the volunteer efforts of healthcare providers, medical industry corporations and hospitals everywhere that do good things for their community. In the world of doctor and physician marketing and advertising, our post today is about the new mobile medical clinic of the Puget Sound Christian Clinic […]
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Google Plus for Business: Medical Practice Marketing’s Three Options

Google—the giant in online search—is too big to ignore. Anything Google does is going to make a giant splash in both search and social media for healthcare and medical practice marketing. The introduction of Google Plus is one of those major events that Internet savvy practitioners, social media sensitive hospitals, and medical marketing executives can’t […]
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How to Find Bargain Healthcare Advertising Rates

You may be able to fund your marketing plan without spending another dime, simply by slashing waste. Your healthcare marketing budget goes further with advertising media that's hungry for your business. Medical advertising dollars can produce better results if you know where to find the media bargains and how to negotiate in an extraordinary buyer's […]
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Two Hospital Community Relations Programs that Get Out and About

Many hospital marketing, advertising and public relations programs actively reach into the community. Here are two hospital programs that we spotted in the field recently. Although they are two totally different approaches to community relations, they both promote good health and demonstrate civic pride and involvement.
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How to Trigger Word of Mouth Advertising and Physician Practice Referrals

Lately we've been increasingly aware of the growing importance of word of mouth (WOM) advertising in physician practice marketing and medical marketing in general. WOM can be either positive (resulting in a patient referral and new business), or it can be negative (resulting in, well, nothing). Having experienced both edges of that sword, we all […]
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How Bonding Over Food Enhances Physician Relations in Medical Practice Marketing

The deceptively simple concept of “breaking bread” is actually a powerful healthcare marketing tool. It’s an idea that seemingly has little connection with hospital or medical practice marketing. But the reality is that people bond over food, and here is how physicians, administrators, physician liaison representatives and others can make more effective use of “food […]
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