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What Healthcare Marketing Can/Can’t Do
Recently, a colleague asked the healthcare marketing community for ideas on the topic of what healthcare marketing can and can’t do for an upcoming presentation to a board of directors. Too often,...
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Trust: Please Welcome the Next Big Brand Attribute in Healthcare Marketing
One of our clients reminded us recently that healthcare is a two-sided coin of Life and Death. Unlike any other business category, healthcare marketing and branding requires engaging prospective...
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How Do It Yourself (DIY) Healthcare is Changing Hospital Marketing
Adapted from Franklin Street’s Healthcare Marketing Trends Report. A new form of self-help in healthcare and health and wellness is emerging. Brands like Nike are embedding “feedback loops” into...
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Age-Spiration: How Trends in Age Perspectives Are Disrupting Healthcare...
Adapted from Franklin Street’s Healthcare Marketing Trends Report According to Ford’s Trends report, 60 is the new 50 is the new 40. Thanks to medical innovations and prolonged life expectancy,...
View ArticleThe secret ingredient for a great brand experience? Great signage.
We spend a lot of time talking about good branding and what it means in healthcare. But even the great branding efforts will fall flat if it’s not executed consistently across all media—including...
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Mobilizing: How to Leverage Digital Trends for Your Healthcare Brand
Adapted from Franklin Street’s Healthcare Marketing Trends Report Where’s your smart phone right now? Chances are good that it’s within arm’s reach. According to a Morgan Stanley study, 91% of...
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Upcoming Healthcare Marketing Speaking Engagements
We have the good fortune to be part of many exciting healthcare marketing, advertising, planning and public relations conferences and events this year. Here’s a partial list of our upcoming...
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Marketing Cardiac Services In Healthcare
Cardiac services is one of the most popular services for hospitals and health systems to market to consumer audiences. For good reason. Cardiac services is often one of the hospital’s most profitable...
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Taboo Topics: Healthcare and Marketing to Men
You may have seen our previous blog on taboo topics for women. Well, guys, you’re not getting off that easy. There are a slew of topics we know you’d rather sweep under the rug (and often do). These...
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Why Your Hospital Needs a Strong Brand Right Now
For many hospitals, branding has lost its top spot on the priority list. For some, it’s the lack of long term funding. For others, it’s internal pressure to promote only service lines. Still others...
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6 Things Healthcare Marketing Can Learn From Chipotle
A common meme in healthcare today is disruption. And there’s a lot to be said for disrupting healthcare. A lot of healthcare is broken. Same goes for healthcare marketing, which lags behind other...
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Marketing ACOs and Medical Homes
Photo CreditMy colleague, Kenya Gibson, hosted a panel discussion today at the Healthcare Marketing Strategies Summit on marketing Accountable Care Organizations and Medical Homes. With Population...
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3 Reasons Why Your Next Healthcare Branding Campaign Should Start With Employees
Most hospital branding campaigns involve associates in the research or execution phase: interviewing or featuring the individuals who represent the hospital’s brand. But hospital branding efforts...
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5 Truths about Social Media in Healthcare Marketing
People are talking about your brand. They could be telling each other glowing stories about their experiences, or complaining about the substandard service that they received. Your audience is building...
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The L-Word In Healthcare Marketing
When marketing healthcare brands, achieving top-of-mind awareness is good. Most preferred healthcare brand is even better. Most likely to return and to refer to others — fantastic. But how about love...
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Healthcare Marketers: A Love Letter to Physicians
I had the great fortune of attending and speaking at NESHCo’s 2013 Spring Conference. Great topics, great people. This was my third time at the conference and each time I come away feeling renewed...
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Ethics in Hospital Advertising: Are Grown-Ups Needed?
I have been reading a lot recently about ethics in healthcare and hospital advertising. One physician blogged that there is minimal oversight of hospital marketing relative to the role the FDA plays...
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Healthcare Advertising that Wins
Franklin Street focuses on getting results for our healthcare marketing clients – namely preferred brand of choice and new patient acquisition. But that doesn’t mean we don’t also enjoy it when our...
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Faith-Based Health Systems: Marketing the Difference
I once heard a CFO describe healthcare as a utility – no hospital was much different than others, give or take some service lines.I beg to differ. Our firm has worked with over 100 hospitals and health...
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6 Ways to Persuade Healthcare C-Suite Marketing Works
Woe is me, says the Healthcare Marketer. Reduced budgets, limited staff, and a C-Suite that needs reminding daily that marketing is an investment, not an expense. I bet the marketers at Coke and Apple...
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