Hospital Branding

As the new year kicks in, there are all sorts of tips and habits to break in order to help improve your personal and professional success.  For those in healthcare marketing, here are eight bad habits that need to be broken to help fix your strategies and outcomes. Focusing on marketing and not business building Marketing in many healthcare organizations still lands on the promotional side of the equation.  Successful marketers are those who understand the growth goals of their organization and develop strategies, beyond campaigns and clicks, to generate revenue and support new customer acquisition        2. Developing the wrong dashboards You know you’re too focused on the promotional side of things when your marketing “dashboard” consists of primarily digital terms that leave the C-Suite in the dust.  When you include business metrics, too, your dashboard will truly provide a snapshot of your organization’s marketing success in terms of share-of-wallet, customer a

When it comes to reaching and motivating consumers, healthcare marketers face a double “whammy.” First, studies show that the average person is exposed to 7,500 brand messages and marketing content every day.  The School of Human Sciences and Technology estimates that people switch between screens up to 21 times an hour. As a result of this overload, the average person’s attention span is eight seconds! What makes this even more complicated for healthcare marketers is the second whammy; making healthcare messaging engaging, simple, digestible, and differentiating in less time than it takes to say “multi-disciplinary, comprehensive, continuum of care.” As healthcare systems continue to grow adding new capabilities, physician practices, and other services, messaging becomes more complex – all the while consumers are giving them less time. Here are 8 ideas on how you can manage the “8 Second Rule” for healthcare brands A long-time colleague, copywriter and tagline m