Recently, while attending a grand opening for a healthcare organization, I found myself blissfully lost in the chief operating officer’s storytelling about the power of the organization. He and I were deeply engaged in conversation, and I listened intently as he told one compelling anecdote after another, each chock-full of relevant and useful patient experiences. […]
In a previous blog post, I discussed responsibilities associated with the evolving role of hospital marketers. Recently, after reviewing Thomson Reuters research involving 100 Top Hospitals® CEO Insights, it struck me how closely the top three hospital success factors align with the three primary marketing responsibilities I mentioned in my blog post. Let’s take a closer […]
With so many patient-facing changes in healthcare these days, it’s no surprise the role of the hospital community relations director is also changing. Once focused primarily on communications, advertising and outreach, today’s community relations directors now drive patient experience, hospital strategy and business development. Maybe the person who manages community relations at your hospital has […]
It’s easy to get wrapped up in ROI and profit-building strategies. After all, as healthcare marketers, that’s what we’re hired to do. We drive growth. We build brands. And when we do, we often save lives. Every day I wake up thinking about the consequences of our work. If you’re the chief executive at a […]
Given the nature of what we do, it’s no surprise that everyone at Dobies Health Marketing has at least two personality traits in common: our penchants for creativity and our competitive spirits. Both factored in during our fourth annual holiday scavenger hunt earlier this month, when we took half a day to “unleash our creative […]
Later this week, I will moderate an interactive panel for Kansas City Healthcare Communicators Society.The topic: How to Deploy Social Media to Improve Patient Engagement. With expert input spanning a wide range of social networking tools and best practices from our healthcare marketing panelists, the session promises to provide an eye-opening look at what it […]
In our last post, we talked about word clouds and their practical uses beyond the blog. This week, we’ll continue that discussion in lieu of our recent discoveries at SHSMD Connections 2011, an annual conference hosted by the Society for Healthcare Strategy & Market Development. The event was a meeting of the minds from all levels […]
Brand is about what you do, who you are. It’s your DNA. Why is it then that so many still consider brand to be about the look, the feel, or the words on a page? Ask yourself this: The clothes you wear create an impression, but do they fundamentally change who you are? No. The […]
Brand audits can help leadership understand how well the brand aligns with the organization’s strategic priorities and core values, and they can create a road map for both marketers and executives to use in improving the brand’s overall authenticity.
