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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.

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' […]

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 […]

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 […]

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 […]

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 […]

"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, […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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.

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 […]

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 […]

The Importance of “The Follow-Up” In Medical Practice Marketing

A few years ago, my dentist retired and I scheduled my first visit with a dentist who had become a client. After my first appointment, he personally made a follow-up phone call to see if everything met my expectations in the first visit. (It was a step in his new medical practice marketing plan.) Though […]

From South Dakota to New York, Healthcare Marketing Has a Heart

From the nation’s heartland to the big city, here are two “healthy heart” illustrations of healthcare marketing at work. Avera Heart Hospital Marketing and PR Thinks Mega Some things are larger than life in South Dakota. For example, Avera Heart Hospital in Sioux Falls has a big heart and knows how to make a big impression […]

No One Meant To Lie To You - BUT - Simply being good does NOT guarantee success

Faulty logic may keep you stuck as the "best kept secret" in town. Healthcare practitioners often fall victim to the widely-held, but mistaken belief that being a good doctor is sufficient to attract new patients and assure success. In reality, this non sequitur often leads to failure, and the frustration of feeling like a "best […]

12 Ways iPads Are Changing Hospital Marketing and PR

At its unveiling in April 2010, Apple predicted that the use of the iPad by medical professionals would change the face of healthcare, ultimately providing multiple ways to promote hospital marketing and public relations. The latest count by Apple shows over 25 million tablets have been sold (first 14 months); more than 15 million iPad 2's […]

Learning to Love Sales From the Caring Side of Medical Practice Marketing

At first, this post may seem completely unrelated to medical practice marketing, but stick with us. A lot of successful doctors and healthcare providers we know can relate to this story about a sales guy who never wanted to work in sales. Although many professionals don’t like the label “sales,” it is a vital part […]

Don’t Miss These Three Creative Ideas for Hospital and Healthcare Promotion

From a hospital wedding to rockin’ oncologists to disco-beat CPR, here’s a quick roundup of noteworthy medical marketing and PR ideas that promote a healthy message of awareness. First, the “nobody wants to miss the wedding” department…

hands reaching out laptop with first aid kit

High Tech House Calls, Telemedicine Differentiate in Hospital Marketing

For centuries, doctors made house calls to patients’ homes. Except in some rural communities, these visits have become about as practical as using mustard plasters to promote respiratory health. In today’s world, telemedicine increasingly enables doctor-patient communications in two different places for a high-tech house call. Telemedicine is also a great “hook” for hospital marketing […]

Medical Practice Marketing: Successful Sound Bites Give Your Expertise a Media Voice

When healthcare makes news, journalists—both print and broadcast—want quotes and sound bites that give their stories more excitement, interest and depth. Physicians and surgeons are often sought by the media as authoritative sources for “quote-able” quotes and interesting sound bites. And that’s a sterling opportunity for medical practice marketing and PR to stand in the […]

Lost In Translation: Does Your Hospital Marketing & Advertising Communicate?

How can your hospital marketing and advertising efforts communicate quality care when your patients may not fully understand your health information, advertising, letters, brochures, and social network messages? As America increasingly becomes a myriad of cultures, it’s a growing challenge to include a range of languages, cultures and customs. To compound that headache, according to […]

Traditional Meets Digital: Don’t Twitter Away Your Medical Practice Marketing Budget

We applaud the podiatrists—and other professionals—that have embraced social media to market their practices. Many are so eager to hop on the digital bandwagon that some folks are beginning to ask, “Is it time to scrap traditional media advertising?” Our answer is an emphatic “No!” Used to their best advantage, Facebook, Twitter, LinkedIn and other […]

Look Who’s Talking: Physician Marketing Finds New Voice for Patient Communications

Patients are increasingly technically oriented and equipped, and they want to open the door to digital communications with their doctors, according to InformationWeek Healthcare. And that only makes sense for a general public that is largely broadband-installed, smartphone-equipped and increasingly involved in their own healthcare decisions. What’s new about this situation is that InformationWeek reports […]

Do Only "Bad Doctors" Actually Pay For Marketing?

The managing partner of a large, respected group called me recently to find out if my firm could help them answer a rising competitive threat and build volume for their associates. The trouble was, he was very guarded and hesitant. After a lot of coaxing, he finally blurted out the real reason behind his reservations. […]

Hospital Marketing and PR Spotlight: Kids and Puppies Are Always a Winner

From time to time we spot hospital marketing and public relations examples in the field that you might like. Here are two with the “can’t miss” combo of kids and/or dogs. Spotlight: St. Louis Children’s Hospital. When therapy dogs make the rounds in the hospital’s cancer wing it makes for a compelling story. Not only […]

Helping Patients with Medical Marketing Testimonials. A “How-To” from ENT Marketing for Others.

Testimonials—a patient’s expression of appreciation for you, your practice and their results—are powerful motivators for potential patients, and highly useful in medical practice marketing. And, being mindful of HIPAA, many professional situations can use this tool effectively. While patients are often happy to make referrals and testimonial statements, they often don’t have a clue about […]

Physician Marketing Dangers and Opportunities Grow as Doctor Employment Shifts 77%

The paramount question that nearly all physicians have been asking themselves is, "Where do I want to work?" Just six words, but it's an extremely complicated question. As the turbulence of healthcare reform forces change, almost every doctor in the nation is pondering some version of a question like this one and wondering about their […]

Barbers of Civility: An Unkind Hospital Public Relations Problem That Affects Everything

This headline really grabbed us: Rude Surgeons Hurt Patients, Increase Costs. It’s about a study with internal hospital and medical practice PR implications that can’t be good. (Let’s hope this doesn’t sound familiar to you. “Those [surgeons] who berate their staffs are practicing 'bad medicine,' experts say,” according to the item in this month’s issue of […]

Advanced Technology Is A Star Trek Branding Opportunity For Hospital Marketing

Healthcare delivery isn’t exactly like Gene Roddenberry envisioned it on the Star Trek television series nearly a half-century ago. Or is it? Dr. Leonard “Bones” McCoy was armed with futuristic devices like medical tricorders, hyposprays for needle-free injections, and vital signs monitors in Sick Bay. So are any of the science fiction devices similar to what […]

When Doctors Slam the Door on Pharmaceutical Marketing Reps, Where Does That Leave the Patient?

The job of a pharmaceutical company field rep is tough. In our experience, it’s always been hard work, but lately pharma marketing—the up-close-and-personal kind—is getting tougher. (It’s always been a challenge to see a busy doctor during office hours.) What’s worse, now there are news media reports about doctors who refuse to see any pharmaceutical […]

Healthcare Public Speaking: Engaging the Power of Personal Persuasion

The primary reason that public speaking is a powerful and persuasive tool in healthcare marketing is that it is highly personal. A good speech is a tool of engagement that can make an emotional or intellectual connection—sometimes a bond—between the speaker and individuals in the audience. Physicians, medical practice administrators, hospital public relations executives, and […]

Looking For Missed Opportunity In Healthcare Organization Marketing

A quick survey of 4 communications cornerstones and 24 basic ideas that might belong in your marketing plan. This is a "forest-for-the-trees" kind of thing. Or maybe it's a "nose-on-your-face" deal. In any event, overlooking an obvious opportunity is definitely common, and even somewhat understandable. Hospitals, practices and healthcare organizations are busy places and marketing […]

A Staff Problem Can Torpedo Your Best Marketing Plan

Patients don't complain, they just quietly fade away. In more ways than one, this is a sad tale...and a lesson learned much too late. In fact, 20 years too late, Following is a true story...

Business people standing with question mark on boards

The First Three Doctor Marketing Questions and What They Reveal About Your Success

One of the most important skills in medical practice marketing is the ability to ask the right questions. Doctors, physicians, practice administrators and healthcare marketing professionals can easily find themselves caught up in the daily frenzy of “business as usual.” They can overlook the opportunity to use the right questions to diagnose physician-marketing problems or […]

mouse wearing pink bow tie standing next to pink flower

What a Dead Rat Can Teach You About Hospital Public Relations and Patient Experience

We’ll call this one the tale of the “dead rat ambassador.” It's currently at the top of the list of real-life “horror stories,” in the category of negative hospital public relations and really bad patient experience. (We have photos, so we know it’s true, but who could make up this kind of stuff?) On the […]

Local Means Local: The Importance of Local Search in Hospital and Physician Marketing

One of the grand frustrations about the “world wide web” is that your medical marketing website might be found online by someone who is two hundred miles away and not by a prospective new patient who lives in your neighborhood. The first individual is not a prospect because of the distance. They’ll search again for […]

Mastering the Art of Healthy Storytelling for Better Physician Marketing

A few words from master storytellers. The payoff is in more engaging medical marketing, better physician-patient communications, patient satisfaction and more effective healthcare delivery. Stories and storytelling are at the heart of medical marketing, doctor advertising, hospital public relations and physician-patient interaction. Stories can be conversation, advertising and online testimonials, persuasive guidance for patients, news […]

Hospital Marketing Lessons: Social Sins of Tweets and Twitter

When we compiled a list of reasons why people won’t “follow” someone on Twitter, we nearly ran out of paper. Twitter is an immensely popular social media, and for many hospital social media efforts, it can be a highly useful tool. Ask your followers about what they like and don't like and you're bound to […]

Recognizing a Bad Strategy: Lessons in Leadership for Healthcare Marketing Strategists

Don’t you just love it when a good plan comes together? As we speak with the principals and executives of hospitals, professional societies, medical groups and other healthcare organizations, a regular challenge is to help shape and execute an effective business and marketing strategy. And it’s gratifying when a good strategy wins the day. Goals […]

Case History: How One Group Averted Disaster by Fixing Its Phone Inquiry Problems - and How You Can Do the Same

It's a tragic and extremely costly story - and unfortunately one that we see all the time. Perhaps it has even happened to you. Every day, hospitals and healthcare organizations across the USA invest hard-earned money into marketing, yet see zero new patients from their efforts.

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