Healthcare Marketing Strategy Archives - Page 2 of 4

Leading the Way: What Every New Hospital CEO Needs to Know from the Marketing Team

April 15, 2019/in Healthcare Marketing Strategy/by Julie Amor, MHA

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, community partners, donors and others.

Clearly, hospitals – particularly rural and frontier hospitals – are challenged by recruiting the right leader for the organization and its community. Few studies, and even fewer hospital marketing executives, have explored what it takes to prepare newly recruited CEOs for stronger leadership. When new CEOs have an in-depth understanding of local market conditions and positioning opportunities, they are better prepared to move the organization forward…

Top 5 Healthcare Marketing Trends to Watch in 2019

February 5, 2019/in Healthcare Industry Trends, Healthcare Marketing Strategy/by Julie Amor, MHA

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 time, right? As executives, we love to read, but it can be difficult to find actionable information in a sea of trends and predictions. That’s why I’ve taken time to dive deep into the issue and emerge with what I see as the top five trends to watch in healthcare marketing for 2019:…

The “3 Ds” of Strategy-First Marketing

January 3, 2019/in Healthcare Marketing Strategy/by Julie Amor, MHA

Strategy-first – it’s the bedrock of our brand promise in healthcare marketing, branding and advertising. Why? Because when it comes to growth and success as a healthcare organization, strategy is essential. It is also complex and often misunderstood…

Advancing Rural Health: Seven Steps to Service Line Marketing Strategy

September 25, 2018/in Healthcare Marketing Strategy, Rural Health/by Julie Amor, MHA

Over the last few weeks, we have been discussing market challenges for rural health providers, as well as opportunities for innovation that emerge from creating an ecosystem of health via community partnerships and an emphasis on the value of primary care. With primary care alignment supporting the rural health ecosystem, critical access hospitals and rural providers can concurrently focus on service line growth to meet the needs of rural and underserved areas that lack sufficient healthcare services.

Hospital CEOs likely have many questions about how to best prioritize marketing dollars based on service lines with the greatest profitability, growth prospects, operational readiness, recruitment capacity and more. The organization’s strategic plan may hold some, but not all, of the answers. To fully illuminate answers and achieve targeted service line growth for the organization, we suggest this seven-step, data-driven process to establish a comprehensive service line marketing strategy:…

Advancing Rural Health: From Healthcare to Lifecare

September 10, 2018/in Healthcare Marketing Strategy, Lifecare, Rural Health/by Julie Amor, MHA

Rural health systems are fertile grounds for innovation – that’s the consensus reached by healthcare executives at the Health:Further conference last month, and we couldn’t agree more. With declining populations compounded by challenges associated with provider shortages, governmental influences and rapidly advancing technologies, rural health systems should recognize and seize the opportunity to reinvent the way they deliver health to their communities.

As discussed in our blog last week on Advancing Rural Health, market forces are driving transformation in the strategies deployed by rural and critical access hospitals. My colleagues and I envision successful innovation taking shape through “lifecare,” a consumer-centric ecosystem that offers integrated health-related services across the full continuum of consumer needs…

Advancing Rural Health: Addressing Market Challenges

September 4, 2018/in Consumerism, Healthcare Marketing Strategy, Rural Health/by Julie Amor, MHA

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 as changing demographics, continued provider shortages, governmental influences and rapidly advancing technologies are changing healthcare delivery. Rural hospitals and care providers encounter additional obstacles with regard to disparate socioeconomic factors, geographical location, consumer health and lifestyle behaviors, and aging patient populations with higher-than-average rates of chronic illness.

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Strategy-First: The Value of Strategic Planning in the Battle for Market Leadership

July 31, 2018/in Healthcare Marketing Strategy/by Julie Amor, MHA

Several years ago, I spent a day at the National WWI Museum and Memorial with 11 other Kansas City-based CEOs from my Vistage group. We were there to explore the science/art of planning and directing large military movements and operations. In short, we studied strategy.

Taking the opportunity to interpret the history of World War I and then applying that understanding to the context of informed decision making in businesses was an eye-opening experience. As the CEO for a healthcare marketing and branding firm that has always had an operating philosophy of strategy-first, I fundamentally understand that strategy differs from tactics. However, the term “strategy” has become ubiquitous among companies like ours, so much so that its meaning has been somewhat diluted by advertising hyperbole. I spent much of that day with my Vistage group reflecting on the value of strategy and why it should matter to clients seeking healthcare marketing and branding support…

Measuring the Right Insights in Today’s #BigData World: What Counts vs. What Can Be Counted

July 17, 2018/in Healthcare Marketing Strategy/by Julie Amor, MHA

Thriving in today’s big data world, we look for data metrics to substantiate everything we do. In marketing and advertising, this adage certainly holds true: not everything that counts can be counted (such as word-of-mouth marketing), and not everything that can be counted counts.

As marketing professionals look for measurable results to validate efforts and identify opportunities for improvement, it is important to understand that not all gems can be weighed – and just because something can be weighed doesn’t make it a gem. As President and Chief Strategy Officer for a healthcare branding, marketing and advertising firm, I encourage clients to choose meaningful criteria that, if successful, substantiates the success of the rest. You cannot reasonably track and measure everything, so be strategic: mine insights that are and will be most worthwhile as your organization works to fulfill its mission and achieve its vision…

The Consumer Quest for Well-Being

June 19, 2018/in Consumerism, Healthcare Branding, Healthcare Industry Trends, Healthcare Marketing Strategy, Lifecare/by Julie Amor, MHA

This edition of our #lifecare blog series explores how products that enable consumers to take more control of health needs are creating a “well-being” state of mind.

There has been a notable uptick in consumer use of products, services and web/mobile applications that cater to their increasing desire to maintain an overall healthy state of being. The connected wearable device category alone reached 453 million users in 2017, and it is projected to nearly double by 2021 (findings available here for Statista subscribers)…

The Secret Behind Share of Voice

June 11, 2018/in Creative Advertising, Healthcare Marketing Strategy/by Julie Amor, MHA

With brands vying for consumer attention, a clear strategy for share of voice in market is critical. Studies show the average consumer is exposed to up to 10,000 brand messages a day, and the average person’s attention span is now just eight seconds. What does your brand say in eight seconds?

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