After a tumultuous 2020, I am eagerly looking forward to the future. COVID-19 is still destroying lives and livelihoods, but vaccines have arrived and our healthcare workers finally have hope. It’s that kind of hope that renews one’s belief in what’s possible. So, I decided to take some time to think about my New Year’s […]
The first six weeks of this pandemic cut patient volume in half for U.S. health systems. Now, six months in and counting, emergency rooms continue to see patient visits down by 25% due to consumer fears of COVID-19 transmission mixed with increased use of telehealth and other alternate care settings. While trends are definitely up […]
For hospital advertising, it takes more than creative concepts to produce long-term results. Especially now, as hospitals resume and reshape their 2020 advertising plans in the wake of monumental disruption, strategy remains a crucial part of the equation. As studies have shown, share of voice feeds market share, and market share feeds profitability. Moving the […]
As a healthcare marketer, how well do you know the online habits of your target audience? For example, are they more likely to visit websites about gardening, sporting goods or fashion? What news sites do they read, and which social media outlets get most of their attention? Maybe you already have those answers, maybe you […]
Worldwide, the healthcare data analytics market is expected to be worth nearly $50 billion by 2024. That’s a lot of data analysis, and with good reason – it’s no secret that data drive smart decisions. And yet, we see all too often that the resulting analyses fall short of telling healthcare leaders what they really […]
Right now it is understandable that COVID-19 coverage is dominating the airwaves (and likely your own communications, too). But when that subsides, we will still find ourselves in the midst of an attention-grabbing election year. Huge coffers of political ad dollars will be dispatched to command as much share of voice in your market as […]
TV and digital media consumption are on the rise, particularly right now as social distancing and self-isolation takes hold across the country. Advanced TV, which has been steadily growing in popularity for the past few years, is well poised to help consumers fill their time and escape from topics like COVID-19 and the 2020 election […]
During my career as Vice President of Marketing for a large academic medical center, we were considered a marketing machine. As the market leader, we owned share of voice and grew our share of market year after year, consistently outpacing our competition in customer engagement. As brands with the greatest market share, market leaders typically […]
One in four U.S. hospitals hires a new CEO every 3-4 years. That statistic, which comes from a 10-year study by the American College of Healthcare Executives, is a call to action. Why? Because rapid turnover at the executive level can have adverse effects on hospital relationships with key stakeholders like physicians, staff, board members, […]
When asked about their top concerns for 2019, most healthcare executives say they need innovative ways to connect with consumers, demonstrate value, use data effectively and keep people healthy. In response, many thought leaders are publishing predictions for 2019 in healthcare and healthcare marketing. I know what you’re thinking: So many lists but so little […]
