healthcare marketing

Phil Stafford / Shutterstock.com

Angelina’s decision to have a double mastectomy shows healthcare marketing’s inner potential. By pairing the sexy science of genomic medicine with the breathtaking boldness of patient empowerment, Angelina has given us a glimpse of its beautiful potential.[read more]

Marketing statistics

On any given day, you and I and everyone in the country are the primary landing zone for over 5,000 advertising and marketing messages. For hospital and healthcare marketing professionals, that’s a lot of clutter to bust through. Here are some stats to help guide your strategy.[read more]

healthcaremarketing/shuttestock

In nearly every other industry, marketing is considered a strategy-critical, revenue-generating core business capability. But if we’re honest, in healthcare, marketing is still very much structured and primarily resourced around communications activities that are not designed nor hardwired to significantly impact customer acquisition and retention.[read more]

hospital marketing genie / shutterstock

I am old enough to remember when physicians did not advertise. It was considered a professional ethical issue. Anything aggressive by docs or hospitals was considered bad taste -- but that was before health care became as competitive as any other type of business.[read more]

Pharma questions: Bilal Kamoon/Flickr

Relationships require nurturing and regular self-examination. The only way to create strong partnerships is to ask ourselves what we’re contributing and whether or not it is what the other party in the relationship is truly seeking. So what do patients want from pharma?[read more]

image: Paul Lewin

These days pharmaceutical brand teams are working with multiple agencies at any given time, including but not limited to PR, traditional and digital. Below are some best practices for how clients and agencies can work together successfully.[read more]

telemedicine/shutterstock

Every week, I hear about more telehealth, telemedicine, and mHealth solutions in the marketplace – many with their own innovative approach to solving healthcare issues. Yet many of these innovations are struggling to get the traction they hoped for. Many providers of telehealth or mHealth solutions are not getting the adoption or utilization they need to succeed, let alone survive.[read more]

marketing/shutterstock

We’ve noticed a disturbing sameness among some hospital and medical advertising. Fortunately, it’s not everyone or even most healthcare advertising, but there are all too many instances when the message of one organization is monotonously similar among competitive facilities.[read more]

Its hard to figure out what patients want to hear. It’s harder still to create content that they’ll connect and respond to! Effective healthcare marketing should start with great content. Good content has value to everyone who encounters your brand, from casual health information seekers to long-term loyal patients.[read more]

Content marketing is currently a hot trend, but in the rare disease space it’s been an essential tactic for years. I like the definition of content marketing as “the art of communicating with your customers and prospects without selling.” In the rare disease niche this is an important concept: educate, then sell.[read more]

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If this survey is representative of most medical advertising, it suggests that other, highly effective advertising opportunities are being ignored. In fact, there are many cost effective ways to reach prospective patients. (The expanding range of options can be bewildering.)[read more]

rating/shutterstock

The many and various “doctor review” sites seem to be as popular as the flu bug floating around the office. Doctors don’t like them and patients don’t use them, according to two recent surveys. But here’s why healthcare marketing professionals and medical providers shouldn’t dismiss consumer rating and reviews.[read more]