Consumers are becoming much more conscious of their healthcare, and taking more control of their decision making. We, as healthcare marketers, must understand what motivates the healthcare consumer so that our communications resonate with them.
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News of mergers and acquisitions continue to dominate headlines as hospitals and health systems react to the ACA to improve clinical quality, build integrated delivery systems that cover the entire continuum of care and lower overall cost. In the face of a merger or acquisition, every decision is critical to the success of the future organization.
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It’s no secret that digital and social media have become an integral part of healthcare marketing strategy in recent years. As an important extension of traditional advertising tactics, they allow hospitals to connect and engage directly with patients, plus both can be very cost effective mediums that provide easily trackable results.
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To declare your major is to make a choice. For healthcare organizations, that means picking a brand strategy position and communicating that to consumers.
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In 2010, SHSMD updated its nearly 20-year-old healthcare marketing ethical guidelines. As chair of the committee that wrote these ethical guidelines, I want to remind people that ethical marketing communications resources do exist.
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SPM's client WellSpan Health is a progressive organization in terms of marketing. See how we've positioned their brand for the population health era.
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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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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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In the March 2014 edition of Strategic Health Care Marketing, SPM co-owner and managing partner Patti Winegar was featured as an expert on the centralization of marketing in healthcare systems–and the importance of this type of strategy. Read the highlights from the article.
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I’ve been in the ad business for over three decades. I spent half my career with big Chicago agencies touting everything from beer and cigarettes to salty snacks and cake frosting. But nothing compares to healthcare advertising and the chance to make a difference in someone's life.
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