Category: Branding

Healthcare Branding: Answering the All-Important “Why You” Question

The first lesson about healthcare branding has to do with setting expectations. All too often, the misguided concept of branding for a medical practice, hospital or individual provider is an overnight magic trick. The practical reality is that healthcare branding is a high-level and long-term marketing strategy. (Emphasis: long-term.) The principal investment is time—years, in fact—to…

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Be Willing to Ignore Someone and Other Healthcare Branding Advice

Change can be hard to embrace. The nation’s healthcare ivery system—which has traditionally been slow to adjust—is experiencing unprecedented reform. And with it, one significant consequence is the need for healthcare branding, rebranding or a completely new approach. The Affordable Care Act and other social dynamics have changed the fundamentals of doing business. Maybe you are…

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Your Brand Isn’t What You Say – It Is Who You Are.

[Series Installment] When you begin to develop marketing ideas for hospitals and healthcare providers, you bump into some apparent contradictions to be sorted out. There’s the business of consumerism, for example, where traditional patients have become (or are rapidly becoming) informed consumers, newly empowered to make their own health care buying decisions. The medical purchasing…

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The Best Strategies in Healthcare Begin with Empathy [Podcast]

[Leadership Podcast Series] In this insightful and inspiring interview, Thomas H. Lee, MD, Chief Medical Officer of Press Ganey, and Stewart Gandolf, CEO of Healthcare Success, discuss An Epidemic of Empathy in Healthcare. In an increasingly consumer-driven health care environment, organizations must compete on ivering value for the patient. The traditional physician-centered world of health care ivery…

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Care and Feeding of Doctor Online Presence, Reputation and Brand

[A continuing series.] If you ask 10 doctors about their professional reputation, most will say something about “what other doctors think about me.” True enough. Colleague attitudes—doctors who know you and others who recognize your name—are an important consideration. But there’s to it. From a business development perspective—your ability to attract new patients…

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The New Imperative of Marketing Your Ophthalmology Practice

Ophthalmology specialists have long been aware of the need for marketing in their practice business plan. But as Yogi Berra might shrewdly warn, “the future is not what it used to be.” Under the general umbrella of “vision care services,” individual practice structures will vary in size, structure and operational emphasis. But ophthalmic practitioners and…

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