Hospital Branding

If your hospital website is like most, it has realized significant increases in traffic over the last couple of months.  And, chances are, your telemarketing programs - both inbound and outbound - have pushed the boundaries of overtime and exhaustion.  Of course, your halls and beds have never been busier or more full. Hospitals across the country are the focus and centerpiece of their hometowns during this latest surge in the COVID  pandemic.  While national news and subject matter experts are providing the science and insight at "10,000" feet, it's the local organizations and providers that are making it real and working the trenches. As hospital branding and marketing folks, you have an incredible opportunity to showcase your organization in more ways than ever - because people are actually paying attention to what you are saying and doing.  Let's face it, in "normal" times, people just don't give their local hospital or health system that much though...

As people find themselves risking their own health to help others or sheltering-in-place to stop the spread of the COVID-19 virus, brands can provide reassurance in unique and thoughtful ways. From car manufacturers to restaurants, healthcare systems to hotels, brands are shifting their messaging to offer reassurance, safety, and even new ideas on delivering their products and services.  It’s amazing how quickly they’ve been able to turnaround their messaging and production strategies!  Already, there are best practices being established and amplified throughout the branding and advertising industries. The following are strategies you can act on quickly to keep your brand relevant and meaningful during these stressful, game-changing times: Communicate in an empathetic tone  – start by acknowledging that your audience is experiencing losses and lifestyle changes in ways never felt before. Great brands have relationships with their consumers, and now is the time to...

If you’re like millions of Americans, you’ve seen the award-winning television show “Shark Tank,” in which entrepreneurs have 10 minutes to sell investors on their business idea. Now transfer that image to the last time you walked into the C-suite to sell your annual strategic marketing plan and budget. “It can be a similar experience,” said marketing consultant Rob Rosenberg, president of Springboard Brand & Creative Strategy, Ltd., in Chicago. “You have a limited time to give your presentation to a skeptical audience who has typically been sitting in a conference room for hours listening to numerous other pitches involving new investments or the request for more resources.” Read more on SHSMD’s newsletter  Spectrum  that features an interview with Rob Rosenberg and Paul Szablowski. Link Here

We've all been in those strategic meetings with notes posted all around, flip charts turning, and colored markers crowding white boards. Working on those few, but fabulous words, that will crystalize an organizational brand and set it apart from all others in the space in which you're competing. The words will also engage internal audiences, motivate customers, and serve as the foundation for (at least) a year's worth of content and creative messaging. Someone blurts out an idea, and it sounds great. It's exactly what your organization does! Wait, that's it...it's the  definition  of your company. It  is  what you do. Having been in many hospital brand sessions, I'll use that as an example: "We care for the sick, yet help people stay well, too." Or, a home care company might suggest "we provide quality care for people (wait for it...) in their home." By definition, merely stating the obvious and reinforcing what business  you...

I had the pleasure to present at the SHSMD Connections conference in Seattle a few weeks ago.  My co-presenter, and fellow disruptor, Paul Szablowski and I were thrilled to see a full house for our session, as healthcare marketers were eager to learn business lessons from the hit reality television show “ Shark Tank .”  And, at a time when marketers are under constant scrutiny from their CEO’s to demonstrate value and Return on Marketing Investment (ROMI), walking into a shark tank each time budgeting and annual planning rolls around is all too much a reality. Here’s a recap of our presentation, “ Lessons from the Shark Tank .”  If it leaves you swimming with questions or additional thoughts, I look forward to hearing from you. The Waters are Murky for Marketers Marketers in all industries are facing intense pressure to perform for their organization.  Many studies suggest that there is definitely a realignment needed between the C-Suite and marketin...

According to Deepak Chopra in his bestselling book  The Seven Spiritual Laws of Success ,  “How can I help?” is the only question that truly matters.  “It coaxes and expands your awareness out toward the service and care of others.” Many medical associations struggle with articulating an effective value proposition that helps their members expand awareness and services. Establishing this in clear and compelling manner is an essential step if you want to communicate how your organization can provide the keys to your members’ success. There are some important steps you must take before embarking upon creating your medical association’s value proposition. It all begins and ends with research. So where do you start? Here’s a brief 3-step plan. Refine your target audience First and foremost, you need to determine who your “key” target audience is. You can’t be “all things” to “all people.” Many have tried, and failed. But by clearly defining and refining your tru...