The other day I was involved in a workshop that surfaced an intriguing question: While health systems want to play a larger role in people’s everyday lives – proving new value, contributing to population health goals, securing greater loyalty and new revenue – how much interest do people have in “going deeper” with health systems? […]
Read MoreUnprecedented margin pressure: if they aren’t already, they should be the three most motivating words in healthcare strategic marketing. Every week brings new reports of hospitals and health systems experiencing startling year-to-year margin declines. This week began with Edward-Elmhurst Health. Last week it was Temple University Health. And the week before, Cedars-Sinai. In September 2016, […]
Read MoreLast week at SHSMD 2017, keynote speaker Dan Burrus challenged attendees of his address to focus on Hard Trends (based on future facts) and not opinions. Opinions run rampant in our social media-infused, 140-character, endlessly-analyzed news cycle. But Hard Trends – the things that should really fuel strategy – are more difficult to come by. […]
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As we know, any shift in communication—whether it’s letters to telegrams, telegrams to telephone calls, or calls to texts and emails—cultivates new marketing opportunities, and the emoji revolution has been no different. Using them the right way in your marketing could help you break through the clutter and resonate with consumers.
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How do you get people to care about your healthcare advertising? With so much out there invading the lives of your target audience, finding a way to cut through the clutter is a constant challenge. Fortunately, there are specific strategies you can follow to ensure you stay relevant to consumers.
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An athlete could be just what your healthcare brand needs to outrun the competition. Make sure you follow these best practices to ensure you choose the right person to connect with your audience and get the most out of your athlete endorsement.
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Super Bowl 50. Everyone is watching. And some are even watching the game. But everyone is definitely watching the commercials. (At least, that’s what we think in the advertising business.) So what did we see this year? And what can you learn from Super Bowl 50 for your own advertising?
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Are we alienating our audiences by using the wrong terminology? The debate on using people vs. patients vs. consumers to refer to our target continues.
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At the 2015 SHSMD Connections Conference last October, SPM designed a poll and collected responses to a very important question for 2016: What complex marketing issue are you facing right now? The results were all about managing change.
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If the trends in grocery shopping and child rearing are any indication of what will happen in healthcare, dads are a group to watch out for.
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