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 […]
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 […]
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 […]
To refresh or revitalize your brand, your organization faces some important decision points up front. Do you want to change your brand identity (appearance), your brand image (personality), or both? As president of a healthcare marketing, branding and advertising firm, I often hear the terms “brand identity” and “brand image” used interchangeably. While these two […]
Do you call it swag? Do you dismiss them as tchotchkes?… Read more
As we continue our series on Advancing Rural Health, we recognize rural Americans experience a unique combination of factors that create disparities in healthcare not found in urban areas. This market environment creates the need for innovative thinking and a strong connection with the community that fosters better health. In our strategy work with rural […]
As we begin our September blog series on Advancing Rural Health, it’s helpful to think about the challenges faced by healthcare providers and patients in America’s small-town communities. As shown in the chart below, rural Americans experience a unique combination of factors that create disparities in healthcare not found in urban areas. Market forces such […]
