Healthcare Marketing Exchange
Healthcare Marketing Exchange
- May 16, 2012
- The Frightening Social Media Gap in Doctor Marketing
- Physicians are well acquainted with social media. As a group, doctors use Twitter, Facebook, LinkedIn and similar platforms even more actively than the public at large. But for doctors, “social media” is primarily confined to a professional circle of connections that—with few exceptions—largely excludes doctor-patient communications. Physicians are connecting with professional colleagues, tapping into information [...]
- May 14, 2012
- The Speed of Trust: One Doctor’s System for Physician-Patient Communications
- To hitchhike on a brilliant concept by Stephen Covey: information flows at the speed of trust.* For physician-patient communications and healthcare marketing there’s a powerful payoff in getting the communications cycle right—beginning with the basics. Four of the benefits that flow at the speed of trust are compliance, engagement, improved outcomes and a prospectively positive [...]
- May 12, 2012
- AAOE: Building a Physician Referral Network
- We frequently address professional audiences around the nation, and this month is no exception. HSS Founding Partner Stewart Gandolf will speak at the 2012 American Association of Orthopaedic Executives (AAOE) Annual Conference in New Orleans. Calendar Note: Stewart’s presentation, Importance of Marketing in Building a Physician Referral Network, will be on Tuesday, May 22nd, beginning [...]
- May 11, 2012
- Little Playbook of Emotions for Healthcare Branding and Patient Engagement
- Medical practice and hospital marketing professionals have an extremely challenging job on the forward facing frontline of healthcare communications. Suffice to say that it’s a complex task to effectively “speak healthcare” to the public. But it’s helpful to know that effective medical messaging—from patient conversations to mass media—will nearly always relate to a short list [...]
- May 9, 2012
- Why Social Spending Sites May Not Be a Bargain for Physician Advertising
- Just when you thought (perhaps hoping) the various “daily deal” sites had reached their peak, it turns out they are continuing to grow in popularity with consumers. The trouble is, results for hospital or medical practice advertising can be spotty. Hidden behind the glitz and glamour of worldwide growth, industry observers and studies caution that [...]
- May 7, 2012
- Paying Patients: Are Rewards Programs Next for Physician Marketing?
- From airline frequent flyers to auto parts bonus buys, American consumers are consumed by loyal-customer incentive schemes. Purchases earn points, miles, discounts, and even cash rewards…all to inspire buyers to buy again and buy more. (How many little “advantage” scan cards are in your pocket?) It works in retail. And not surprisingly, this proliferation of [...]
- May 4, 2012
- Digital Healthcare Decisions: Social Media Opportunity for Marketers
- The virtual environment of social media is growing in importance as a vital connecting point. Social media is the online environment where consumers (prospective patients) evaluate healthcare providers, and make decisions about their health, medication and hospitals. A new Health Industries Group/PwC study declares “Social media is changing the nature of healthcare interaction, and health [...]
- May 2, 2012
- LinkedIn: The Social Media Town Car of Physician Marketing
- The many and various social media platforms seem to have their own “personality” of sorts. One might imagine Twitter as a Corvette…a fast little sports car. It’s nice to look at, but it’s quick to disappear down the road. That would make Facebook something like the family station wagon. A casual and universal transport for [...]
- April 30, 2012
- Doctor Marketing: Patients Are Always Judging You
- It doesn’t happen as often these days, but from time to time we find ourselves in a discussion with a practitioner who confidently declares that they have no need for “doctor marketing,” much less any need for a health care advertising agency. The back-story in each conversation varies, but we often discover that their mindset [...]
- April 27, 2012
- A Clear and Sensible Business Case for SEO and Healthcare Marketing Analytics
- Sometimes it’s doubly curious to discover valuable medical marketing lessons and useful tools in…well, curious places. For example, one of the most articulate business cases we’ve read recently originated in Vienna, Austria, and it’s not about healthcare. Remarkably, author Dan Taylor offers a business-smart discussion of Search Engine Optimization (SEO) and the value of analytics—without [...]
