Not so long ago, only a few hospitals and medical practices had some sort of “ambassador” on their staff. But as healthcare marketing and delivery systems have changed in recent years, this occasional and sometimes informal position has evolved significantly. Practices, hospitals and health systems large and small have hired physician liaisons for the primary […]
It’s no wonder that many physicians are frustrated with a lack of patient compliance and continued unhealthy lifestyles. Healthcare providers now have to contend with an “action gap,” and we’d like to hear your suggestions. How can healthcare marketing and advertising close the “action gap?” Here’s the problem. There's another survey out that confirms that […]
There’s nothing like a real-life success story to illustrate the bottom-line, dollars-and-cents value of a medical practice marketing principle. In this case, a physician group specialty practice more than doubled its new patient revenue by training the staff to properly answer the phone and book appointments.
It shocks me how many doctors say they want "first class" patients, but then treat these same patients (paying customers) like second class citizens. The following cautionary tale illustrates my point well.
As everyone with a holiday shopping list knows, “Black Friday” and “Cyber Monday” have propelled the season into high gear…including the search for the perfect gift idea for one healthcare practice or hospital to give to a physician’s office. Our earlier post, Whacky or Wonderful? Making Gift-Giving Memorable in Medical Practice Marketing, challenged medical practice […]
More Inside Tips, Dos and Don'ts to Reach Patients Through the Media EDITOR'S NOTE: This is a follow up article to Healthcare Publicity: The First Three Steps To Getting Free Press Coverage Our previous article about medical publicity and public relations got you started with the first three steps to discovering short-term healthcare practice publicity […]
Get Free Healthcare Practice Publicity by Giving Local Media What They Want Ever wonder what the difference is between advertising and publicity? Simply put, publicity is free. Advertising costs money. In other words, if a newspaper writes a news article about you (but doesn't charge you), that's publicity. If the newspaper charges you for the […]
by Healthcare Success Co-Founder Lonnie Hirsch Just recently, we happened to spot a thoughtful article about how small business needs to embrace new marketing methods to better cope with the nation’s tough economic climate. It turns out that the article was nearly two years old (an “eon” in marketing time), but small business is still […]
At a recent seminar, some of our attendees joined us in a rant about the pitiful customer service endemic at so many hospitals and practices. Some examples: 1. One surgeon shared a story about the time he "went home for Christmas," but ended up accompanying his very ill and nervous mother to the ER. A […]
Right about now you might be wondering exactly how the "Spanish Inquisition" catchphrase could possibly harbor a lesson for doctor marketing. The answer is surprisingly simple and it's a useful way to define, create and deliver an exceptional patient experience. To be clear, we're not talking about a patient's medical care or the provider's skills, […]
There’s something unsettling about the healthcare article in The Seattle Times last week; it seems a bit out of balance. We’re guessing that the hospital public relations professionals in the Puget Sound area are scratching their heads over this one also. Is this a legitimate news story or a media-invented tempest in a teapot? The […]
Guest Post by Healthcare Attorney Stephen H. Kaufman Whether you are starting a new medical practice, operating a long-established business, or actively engaged in hospital advertising, you probably have a trademark—a name, a phrase or a design that brands your business in the marketplace. You can establish rights in your marks just by using them […]
Almost everyone with experience in physician marketing recognizes that word-of-mouth (WOM) advertising is (a) highly desirable, but (b) not an easy thing to inspire. After all, it’s far easier and more reliable to purchase time or space in the media and create a medical practice advertisement.
It's been all of a couple months since we previously wrote about the many Ways iPads Are Changing Hospital Marketing and PR. Apple doesn't send us their official sales numbers, but reliable estimates have it that millions of iPad 2 tablets have been shipped during these last 90 days. As we write this, by calendar year end, […]
Owners and leaders of the most accomplished and admired healthcare practices rarely achieve their success accidentally. This is just as true in the broader scope...including healthcare organizations, hospitals and related businesses such as pharmaceutical and medical device companies.
In this guest post, Dr. Janice Frates offers ways for healthcare providers to use caring, concern and affordability as medical practice marketing tools. Here are her suggestions to build rapport and inspire patient satisfaction because tough times are here to stay. Gradually, it’s dawning on all of us that the current recession is now the […]
Here's another bit of forward-looking competitive intelligence in medical practice marketing. There was a flurry of conflicting news reports recently that said Walmart was gearing-up to dominate the healthcare provider sector…or maybe not. As we see it, the real question is not “if,” but “when.” And there are several private sector horses in this race. […]
We have yet to find an online physician and medical practice rating system that is "perfect." Are you aware of how you rate on HealthGrades.com, or ratemds.com, or Vitals.com, or any of the dozens of other physician rating websites that populate the Internet? If someone has taken the time to post a comment, does it […]
What’s the worst holiday gift idea that you've ever seen given to a doctor’s office? What’s the best? We’d like to hear from you on this one. Right about now, medical practice administrators, physician liaison people, practice ambassadors, physicians and hospital marketing executives are ramping up for the annual ritual of holiday gift giving. And there’s no […]
How the Voice of the Customer translates into greater case acceptance and referrals. Some interesting study data came to our attention recently. It's useful in understanding patient expectations and increasing case acceptance by way of the "Voice of the Customer" (VOC). It's especially helpful when economic times are challenging for both the patient and the hospital, healthcare […]
Here's one of several critical medical advertising mistakes that doctors and hospitals make every day. For any number of reasons, they—meaning you—may be blind to the competition. Consider this to be a reality check. Do you see yourself anywhere in the following picture? For one thing, doctors rarely like to think of their professional colleagues […]
Our recent post, How to Destroy Your Medical Practice Marketing New Business in One Easy Step, was a hot-button topic for many readers. So think of this article as the next installment for medical practices and physician advertisers who are losing business for the lack of good front desk phone skills. For a doctor or […]
With the holiday season upon us, here’s an incredibly useful gift idea for doctors, hospitals and healthcare professionals. What’s more, the cost couldn’t be better. Offer a subscription to the Healthcare Success Marketing Advisor to your friends, colleagues, physicians, administrators and staff. You'll be giving them the gift of success that is packed with valuable, practical, […]
San Francisco and Berkeley, CA, are only 20 minutes apart via the Bay Bridge. But for these two practices, their dental advertising, dental positioning and branding couldn’t be further apart. And, from a healthcare marketing perspective, both examples are properly tuned into their community spirit and embrace it in their office décor and branding message. […]
We think this concept is an unusual, but exceptional, way to reveal system-wide hospital marketing and public relations opportunities. Could it also be used in a healthcare provider's office? A television program initially inspired his idea, says David Musyj, president and CEO of Windsor Regional Hospital in Ontario, Canada. It’s anything but an ordinary approach […]
A package arrived in the mail recently containing an inexpensive computer case that had been ordered online. We were expecting the product, but the enclosed letter from the business owners was a surprise. It was a good one. Their letter is an example of how a small effort—at virtually no cost—can win friends and cement […]
The Mayo Clinic Social Media gathering earlier this month made the kind of “thought leader” splash that you might expect. Mayo Clinic is a first class organization, and not surprisingly, much of the inspiring chatter and posts about social media was easily found on…well, various social media channels. The Twitter stream flowing from the Mayo […]
As we talk with doctors, physician marketing executives and others, we’ve detected a disturbing shift in thinking about Word of Mouth marketing. Many providers and healthcare communications professionals mistakenly regard “social media” as the techno-age replacement for Word of Mouth (WOM) marketing. For their medical practice marketing and doctor advertising—the misperception continues—having a website, perhaps […]
As we continue to read about the growing trend in large scale hospital layoffs, it’s tough to think of the big picture as merely a period of “reduced economic activity.” Virtually every hospital marketing communications, advertising and public relations team in the nation knows about tighter budgets, scarce resources and fewer people. And they are […]
You're more likely to hear about "The Hawthorne Effect" on a TV game show than in a hospital marketing staff meeting. The name of this management concept is a bit obscure, but you may already be working for you. So what the heck is "The Hawthorne Effect," and how can it help hospital and healthcare […]
We have the marketing equivalent of gastric indigestion. It’s that churning upset in our gut when exceptionally effective medical practice advertising inspires qualified prospective patients to phone the provider’s office—only to be rejected at the front desk. Here’s the disturbing little back-story that upset us recently. Keep in mind this is true and, unfortunately, it’s […]
Our readers tell us that they love to look over the shoulder of others. It’s a high priority to get a peek at what colleagues (and competitors) are doing in medical marketing. Today’s “video roundup” is a widely diverse sampling of US and international healthcare marketing messages. Influencing Patient Behavior: Video can be a medium […]
By definition, your healthcare advertising agency is a partnership arrangement. Choose this business associate carefully; it's not an ordinary vendor or supplier resource. You're not buying latex gloves or file folders here. You're hiring a trusted professional colleague that understands your business and your growth goals. If you are buying "creative services" or "website design" […]
For anyone willing to believe the “authoritative sources,” the Great Recession ended a little more than two years ago. We’re having trouble finding anyone who believes it’s all behind us; including (perhaps especially) doctors, hospitals and other medical professionals. A lot of healthcare providers feel the recession is still impacting them directly. This financial fact […]
In the hit movie “Contagion,” a new strain of flu virus starts in Asia and spreads quickly until it reaches a global pandemic, killing tens of millions of people of all ages. For maximum impact, it’s likely that the movie studio timed this release to coincide with the fall flu vaccines, which will have 166 million […]
It’s a curious thing. Patients who want or need cosmetic procedures are usually concerned about the cost first. Since they don’t have many ways to measure the worth of your dental skills, experience, or quality of materials, they only know to ask, “How much does this cost?” And the dichotomy is that all-important money matters are […]
You could call this a digital dichotomy...or maybe a cyber standoff. Physicians, by most accounts, are technology-enabled, digitally connected and social media savvy. They use social media, new survey data tells us, to talk among themselves. But as a physician marketing tool and engaging with patients? Well…not so much. As a group, US doctors are clearly […]
Here’s something to add to your list of local news media. It’s called Patch.com, it’s new and it probably belongs on your hospital or medical practice advertising and public relations media list. Patch—which creates a dedicated local news presence in upscale communities—calls itself “your source for local knowledge you can’t live without.” Patch isn’t everywhere […]
Each year, about 22 million patients are referred from one healthcare professional to a professional colleague. And patient referrals account for hundreds of times more than that number. In physician marketing, direct referrals into the practice often represent a large and significant segment of new business development, which, regrettably, is a neglected part of the […]
Here’s another way to use video in your online healthcare SEO marketing and advertising. Regular readers appreciate that we often write about using video on your website and in other medical marketing applications. Video is a useful, versatile and cost effective method to carry your marketing message or make your advertising point.
Community outreach promotions for a charitable cause is a channel for healthcare marketing—particularly for hospital public relations—to connect with the local citizenry. From South Florida to Canada, here are three attention-getting promotional efforts. All made a publicity splash for a good cause. First, we found Miami Children’s Hospital Foundation embracing the mantra: “bald, brave, beautiful.” […]
The increasing number of healthcare provider and private practices that have launched a social media presence are likely to find that Facebook Fans can be fickle. A report by DDB Paris has it that two out of five Facebook (FB) users will change their mind and click the “unlike” link on a brand page. Their […]
In a quiet, reflective and personal moment—something doctors rarely seem to find—it can appear that everything about healthcare is changing. Maybe "total turmoil" would be the view of many professionals. The feeling of not having a solid footing is unsettling. Much of the provider world is shifting from private practice to hospital employment. Expenses are […]
There’s another timely and thought-provoking post by Stewart over at his blog, Gandolf’s Marketing Magic, titled The First Step To Dealing With Our “New Normal” Is Acceptance. Drawing on several authoritative sources—including candid insight from his personal and business experience—the portrait of the nation’s economic “New Normal” is, at best, troubling. It’s also likely to […]
Now and then, something really unpleasant happens at a hospital, medical center or even at a medical practice, and “bad news” abounds. Unflattering headlines and stories flow, and negative hospital public impressions and perceptions have administrators reaching for the extra large bottles of Pepto-Bismol. What if something like this hit the fan in your facility? […]
The truth is we rarely have much time to watch television, and if we do have a spare moment, most reality shows would not make the line-up. But there’s at least one exception. The promotional announcements for Truck Stop Missouri on the Travel Channel caught our attention recently. The intriguing concept behind the show—and the […]
Hospital Marketing is Changing >In the 21st Century, hospital marketers have been exploring a new sales approach for today’s consumer/patient. There has been an explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed patient, forcing all hospitals to navigate a much more complicated marketing, advertising and sales environment. […]
As we continue to memorialize our collection of medical marketing axioms—for the Big Book of Healthcare Success—we would welcome contributions from you. ax·i·om noun /axioms, plural 1. A statement or proposition that is regarded as being established, accepted, or self-evidently true There are thousands of guiding principles that apply to healthcare and hospital marketing, medical […]
The medical marketing landscape has changed dramatically over the past decade. Although some physician, surgeon and provider markets will differ somewhat, we find this to be true across the board. One key difference would be how sharply the competitive forces in hospital marketing and medical practice advertising have shifted and intensified. More than ever before, […]
The Center for Studying Health System Change (HSC) took another look at the shift of physician employment from private practice to hospital employment. The top-line observations are not too surprising: Physicians are looking for security and hospitals are looking for increased market share, referrals and admissions. But, the study observes, this mutual attraction doesn’t assure […]
