Hospital Branding

At a recent conference, I heard much chatter about whether it really matters if a health system becomes a brand. And, if it does, what are some new messages and promises it can state that are actually of interest to the community. Here are five ideas that health systems can consider for their brand based on research, community attitudes and needs, leadership vision and cultural relevance. Yes, health systems should continue to brand and always seek a position that is new and interesting! Access to Services First and foremost, a health system ensures that people have access to healthcare services. Without a well-functioning health system, people may have to travel long distances to receive medical care. This can be a significant barrier to accessing care, especially for those who live in rural areas. A strong health system ensures that people have access to a range of services, including primary care, emergency care, and specialist care. Promoting Health Secondly, a health system plays ...

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...

Regardless of the business or industry you’re in, strategic marketing plans have long referenced initiatives for both customer acquisition and retention.  Strategies and tactics are focused on either gaining new customers or keeping them. The pandemic has caused (among many other things) an entirely new customer focus that has been receiving a lot of attention among marketing departments;   reactivation .  Simply put, reaching and motivating existing customers to once again   use   your services.  For any business that is not solely online, this is a critical objective that has significant impact on revenue and growth. The concept of customer reactivation includes other key differences than those of its acquisition and retention counterparts: Competition Customer reactivation brings on a whole new level of competition that has nothing to do with your competitors.  Basically,   you’re not competing against other businesses or organizations   –...

What a year it’s been!  The devastation associated with the pandemic has touched all of us and I hope this finds you in a healthier and more positive space. Thankfully, vaccinations are being rapidly dispersed, and the world appears to be on its way back (save for the good old’ “hot spots”).  I won’t say “back to normal,” because – frankly – we don’t know what that is yet, but what will your brand look like going forward? When it comes to your brand, the same thinking applies, and questions abound.   How are you planning to move forward?  “What does your brand look like?”  “How will you portray customers, with or without masks?”  “When will you go full throttle?” Therefore, brand planners in all industries are actively game-planning the return of their brands and we have already begun to see shifts in their advertising away from the “together” message back and toward the competitive spin.  No more kumbaya! Here’s our thinking on some of these key ...

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...

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...

Your website is the hub of your digital marketing strategy.  It is the place where patients, members and influencers want to learn more about your organization.  While many medical product and service companies have an online presence, they don’t think of search engine optimization (SEO) while building it or even after the site’s been developed to maintain it.  A website can look great, but if it’s not built for SEO, no one will be able to find you. Follow these 5 important factors to make your website more successful, including design and development, and what to do once the website is live. Simple is better, especially for healthcare brands. Before you get started with a new website, first define your goals. What do you want your visitors to see and what do you want them to do? This all contributes to the design of your new site.  Not everything can stand out.  Highlight a few things that sets you apart from your competitors and make those stand ou...

By now, we have all seen the articles, blog posts, and other content on consumer trends in healthcare marketing for 2018.   From Artificial Intelligence and big data to value, there is no doubt the industry will continue to transform and consumer expectations and behavior will keep pace with the changes.  And, while it’s tough to predict the future, there is a place to look and get an idea as to what will occur down the road; the rearview mirror. According to Amazon Founder, Jeff Bezos, this is often the first place he looks when predicting future trends and changes.  Amazon is one of the most innovative companies on the planet, yet it was (and still is) built on a premise that is very down to earth: focusing on what’s not going to change . Bezos is frequently asked to comment on “what’s going to change in the next ten years?” His answer may surprise you. “While that’s an interesting question, I almost never get the question, what’s not going to change...

Direct mail as a healthcare advertising tactic has undoubtedly declined in volume over the past decade. One of the contributing factors, of course, has been the rise and surge of digital and social media platforms, both allowing healthcare brands to effectively and efficiently deliver their message to consumers where they are; on line, on their phones, and always on demand, and looking for healthy supplements as  the best extract  of kratom you can purchase online. As a result, marketers are increasingly putting more of their budget into these new channels to the tune of over $70 Billion, nearly tripling its spend in the last eight years. In the mix, you’ll still find big traditional media such as television, radio, and (magazine) print.  These media are proven brand support and many of the elements can be shared with other platforms whether on line videos, banner ads, Pandora radio, etc. – so, all in all a very cost effective balance of new and old. Under the...

Creating a winning digital strategy takes the right combination of ‘earned,’ ‘owned’ and ‘paid’ media. Understanding what those are, and how to leverage them to create a successful plan can be confusing. A great way to tackle this is by thinking of earned, owned and paid media as a triumvirate. Each is an important part of your organization’s strategy, and combined, they can contribute to a successful digital marketing plan. For the purposes of this blog, we are going to focus on owned media.  Owned Media  is any communication channel or platform that belongs to your brand that you create and have control over. This can include your website, any content you publish, your social media channels, and the content you distribute on those channels. The cornerstone for any digital owned media strategy is a good website. For many, building a website can be an overwhelming prospect. But building one doesn’t have to be such a monumental task. It’s important to remember tha...

If you aren’t already using testimonials in your healthcare marketing plans, I hope that this inspires you to do so. Testimonials are a powerful tool that can persuade potential customers to buy or use your services. In fact, testimonials could be one of the most powerful marketing tools you have! People feel more confident engaging in a relationship when they know there are other satisfied customers. Through testimonials, you can give potential patients a reason to believe and a trusted opinion from a third party. Testimonials are effective because they: Build trust . Your customers share the positive experiences they’ve had with your organization’s services. Provide feedback . Asking for testimonials is a great psychological spur to encourage companies to continually strive for their best performances—and allows quick corrections if they begin to drift off course. Aren’t “salesy.”  Because they aren’t written in your corporate voice, they stand out as unbiased and auth...