All the marketing in the world will not fix a lack of operational readiness, nor improve customer experience. Brands must be ready and able to deliver on their promises before going to market.
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The consumer-driven demand for goods, products and services is pervasive in today’s economy, and the service of healthcare is not immune. Rather, it is fully immersed in transforming itself into a competitive, consumer-centric industry.
Theodore Levitt, renowned for his marketing and branding excellence and considered by many to be the founder of modern marketing, offers this advice:…
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As healthcare industry leaders look to increase efficiency, grow market share, improve outcomes, and meet consumer expectations for health and life services, many are finding solutions through consolidation and integration.
Predictably, when organizations join forces, they experience a cultural transformation that affects all aspects of the company, including its brand. At a pivotal time like this, it is essential that leaders skillfully align company culture with the business strategy and brand strategy. Of the three, the latter is the most often undervalued or overlooked by companies that fall short of their full potential post-merger. Those who address all three with equal importance are the ones who succeed…the ones who lead…
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The healthcare industry is undergoing radical and disruptive change, creating unique opportunities for healthcare organizations to “think differently” and establish market positions through innovative new approaches. There has never been a more critical time to lead with a clear and distinctive strategy, and by doing so, dominate in market.
Developing a market strategy requires a full evaluation of market opportunities, as well as operational conditions that must be present to fulfill the strategy. It spurs necessary critical thinking about the future, and requires us to ask questions and challenge assumptions about the organization, as well as the competition and scenarios for the future…
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Dobies Health Marketing started in 1992 with the goal of creating healthier brands for our clients. Twenty-five years later, we are proud to serve as a thought leader and trusted strategic consult in the ever-changing healthcare environment.
Over the years, I have identified attributes that have allowed our firm to succeed and flourish. I have come to realize that these are integral not only to leading a successful business, but also to living a fulfilling and authentic life. As a business owner, I have found authenticity—that space where our words and actions intersect—to be indispensable. Following are five key attributes for leading and living with authenticity:…
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No other industry has seen quite the magnitude of change as healthcare. Today, nearly every facet of the industry is radically transforming as our core business focus shifts from illness to prevention. Providers and vendors are forced to transform their practices as they secure a meaningful role in the industry.
As I recently shared in an interview with the Kansas City Business Journal, “It always used to be about healthcare, and now we’re seeing it morph into life care … being able to take care of patients beyond just when they’re ill, but keeping them healthy for a lifetime.”…
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Share of voice is a critical metric for consumer marketing. Quite often, when hospitals evaluate share of voice and competitive positioning in the context of the full competitive landscape, they find their ad spend is not enough. Why? Because increasing share of voice is essential to market share growth.
For example, if your hospital is the local brand leader, excess share of voice is a worthwhile investment because it supports greater gains in market share than it does for competing brands. Likewise, if you’re competing against a brand leader, your advertising strategies need to be several times more effective than the brand leader’s to grow market share. The following infographic explains the dynamic between share of voice and share of market in more detail:…
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As a hospital marketing leader, you know how noisy the competitive landscape can be. As the industry shifts toward a consumer-centric healthcare marketplace, it seems every hospital and health system is vying for the same patients—and they all have advertising dollars devoted to buying the largest megaphone.
In today’s hyper-connected world, consumers are bombarded by advertising messages at every turn; one estimate suggests consumers are subject to 3,000 to 5,000 messages each day. Healthcare is no exception, so what is your strategy for determining reach, frequency, and key messages to best position your healthcare organization? After all, if you’re in the orchestra, it’s better to play the trumpet than the piccolo…
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As a member of the 25 Under 25® Class of 2016, Dobies Health Marketing was proudly named among several outstanding Kansas City small businesses earlier this year. Recently, CEO and founder Carol Dobies, MBA, spoke with Kelly Scanlon on Smart Companies KC Radio to discuss the driving force behind Dobies Health Marketing and its success as a specialized healthcare marketing and branding firm. You can listen to the full broadcast below:
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