Storytelling Enhances Content, Connections and Compliance

A highly successful internist we know frequently enhances his doctor-patient encounters with low-key, casual (but purposeful) chitchat. It turns out that the friendly anecdotes always have a useful healthcare punch . He skillfully brings home a vital clinical lesson or advice wrapped in an interesting, disarming and personable story. “Doctor Bill,” our internist friend, polished…

The 23rd Immutable Law of Healthcare Marketing

Much has changed in the couple of decades since Al Ries and Jack Trout—both highly respected marketing strategists—published The 22 Immutable Laws of Marketing. At the time, most hospitals didn’t have “branding” in their vocabulary, less than 10,000 websites existed on the still-emerging Internet, medical practices didn’t have a “marketing person,” and social media had…

3 Unforgettable Hospital Videos You Didn’t See (But Should)

Perhaps the most powerful tool in your hospital marketing plan is video. The creative and production costs are often low, and there are usually several options for placement where viewer interest is high. Moreover, video is a flexible and multitalented communications tool. Above and beyond the task of attracting new patients, video has the versatility of…

Sensitive Side: Use Emotions to Appeal to Men in the Audience

Cute puppies, zany cats and sensational sunsets are universally appealing on social media because they touch viewers’ emotions. Posting something that’s factual (on , for example) may be interesting, but include a photo (on ), or a video clip (on YouTube), and you’re likely to make a memorable—and shareable—impact with the audience.  …

The Elusive Patient Experience: Are You Wasting Money Trying to Hit the Wrong Target?

We think Jennifer Robison, Senior Editor for the Gallup Management Journal, hit a timely hot button with both marketing professionals and business administrators when she wrote about healthcare organizations missing the “patient experience” target. Her focus was primarily hospitals, but her words are just as vital to other healthcare organizations, marketing, advertising and PR executives…

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