Healthcare Re-Branding: A Countdown to Launching Your New Company Name
‘Tis the season to be thankful for good fortune, which for us includes many fun projects with a wide range
December 26, 2012
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Brand Strategy
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Healthcare Brand Authenticity & the Domino Effect
Over lunch today, we discussed how to play dominoes. Apparently, there are new games that are quite complex, but one thing
June 27, 2012
Hospital Community Relations Directors Evolve to Chief Marketing Officers
With so many patient-facing changes in healthcare these days, it’s no surprise the role of the hospital community relations director
March 12, 2012
In-Depth Interviews (IDIs): Exploring the Hearts and Minds of Healthcare Consumers
Recently, we heard some compelling stories about a client’s brand. We were conducting consumer in-depth interviews (IDIs) to better understand how people
December 7, 2011
Brand Promises in Healthcare: How to Deliver through Patient Touch Points
Healthcare consumers are more empowered than ever to choose according to their perceptions, and they know it. As health plans
November 7, 2011
SHSMD Word Cloud Finds the Focus of Today’s Hospital Strategists and Marketers
In our last post, we talked about word clouds and their practical uses beyond the blog. This week, we’ll continue
September 27, 2011
Healthcare Pros Explore Patient-Centered Care
Last year we developed a deck of 52 marketing tips and collected more from our peers at SHSMD. A big
March 25, 2011
Make Your Key Messages FAB-ulous
Developing key messages can take time and patience, but by identifying the features, advantages and benefits (FABs) of your offering, you can ensure consistent, targeted messaging across all communication platforms.
June 10, 2010
Brand Audits Reveal What Healthcare Brands Are Really Saying
Brand is about what you do, who you are. It’s your DNA. Why is it then that so many still
May 10, 2010
What Is Your Healthcare Brand Really Saying?
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.
May 9, 2010
Healthcare Re-Branding: A Countdown to Launching Your New Company Name
December 26, 2012
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‘Tis the season to be thankful for good fortune, which for us includes many fun projects with a wide range of healthcare clients. With a New Year approaching, it seems fitting that two of these projects involve helping clients unveil new trade names. Two very different companies – one in the health technology space and
Healthcare Brand Authenticity & the Domino Effect
June 27, 2012
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Over lunch today, we discussed how to play dominoes. Apparently, there are new games that are quite complex, but one thing hasn’t changed at all: after the leader sets the game in motion, the inevitable chain reaction follows. It struck us that – in dominoes and in organizations – every “move” by every “player” affects the final
Hospital Community Relations Directors Evolve to Chief Marketing Officers
March 12, 2012
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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
In-Depth Interviews (IDIs): Exploring the Hearts and Minds of Healthcare Consumers
December 7, 2011
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Recently, we heard some compelling stories about a client’s brand. We were conducting consumer in-depth interviews (IDIs) to better understand how people make personal healthcare decisions, as well as their perceptions of our client’s brand. As we listened, we were impressed by the passion and honesty each participant shared—a benefit that’s relatively unique to IDIs. Focus groups,
Brand Promises in Healthcare: How to Deliver through Patient Touch Points
November 7, 2011
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Healthcare consumers are more empowered than ever to choose according to their perceptions, and they know it. As health plans get more flexible in letting people pick providers – and online platforms enable word-of-mouth to cover more ground at faster speeds – the competition to be anyone’s provider of choice is fierce. Which brings me
SHSMD Word Cloud Finds the Focus of Today’s Hospital Strategists and Marketers
September 27, 2011
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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
Healthcare Pros Explore Patient-Centered Care
March 25, 2011
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Last year we developed a deck of 52 marketing tips and collected more from our peers at SHSMD. A big “thank you” goes to Lisa Crockett, Manager of Strategy and Business Development at Providence Health & Services for this month’s Healthcare Marketing Tip: “Before starting any marketing effort, think about what patients will experience.” Hospitals
Make Your Key Messages FAB-ulous
June 10, 2010
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Developing key messages can take time and patience, but by identifying the features, advantages and benefits (FABs) of your offering, you can ensure consistent, targeted messaging across all communication platforms.
Brand Audits Reveal What Healthcare Brands Are Really Saying
May 10, 2010
No Comments
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
What Is Your Healthcare Brand Really Saying?
May 9, 2010
No Comments
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.