I was reading "Advertiser, Beware" in the 4/22 issue of H&HN Daily when I was surprised by Chris Bevolo’s very hyperbolic and negative comments on, amongst other things, hospital advertising via traditional or mass media. He referred to it bluntly as “a waste of money.”
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Like it or not, we live in a fast-paced, non-stop information society. We’ve all grown accustomed to having everything at the touch of a button (or screen)—so much so that we expect it. We are constantly connected to and interacting with our mobile phones. And healthcare is no exception.
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Among all the priorities of a hospital/health system CEO navigating the new healthcare landscape, such as care redesign, new partnerships, new payment structures, changing organizational structures and more, brand stewardship is likely low on the list, if on it at all. But this is a dangerous mistake.
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