Hospital Advertising: Obscenely Effective Video Boosts Organ Donors

This is not your typical video role mo. You may not like it at all. But hospital advertising can steal strategy and creative ideas from this unorthodox (and somewhat rude) marketing gem. This little film blasts through clutter and makes an overly-familiar message standout in an entirely new way. The visual story of Coleman Sweeney—the…

Really Bad Billboards: Six Classic Outdoor Advertising Mistakes

Outdoor advertising—billboards in particular—seem to be popular than ever in many hospital marketing and advertising plans. You don’t have to drive far to survey the crop of ads for hospitals (brand and ED wait times), service s (specialists and clinics), and individual doctors or groups with hospital-connected practices. Admittedly, billboard advertising is a creative…

Five Critical Questions in Creating Direct Response Advertising

In my advertising industry career, I’ve tended to resonate to the strength of direct response advertising. It’s not appropriate for every situation, of course. But where and when there’s a good fit, it’s one of the most powerful and effective tools. The reason: Direct response is advertising that gets results. And when it’s done properly…

Should Hospital Websites be Labeled for Consumers as Advertising?  

Hospital advertising is in the spotlight, and we wonder how your facility would stand-up to the challenging ideas we found in the news recently. The first is about price transparency and publishing cost information in ads for patients. The second notion proposes that hospital websites should be labeled as advertising—with the implication that if it’s…

Will Your Budget or Stock Photos Fuel a Marketing Scandal?

People don’t associate the All-American image of Columbus, Ohio, with marketing controversy. It’s just too wholesome for that sort of thing. Right? Having completed my undergraduate studies at Ohio State University, I’m practically a native. The public impression of this heartland state capital includes visions of fresh corn-on-the-cob at the Ohio State Fair, or live…

Social Media Backlash Cancels Puppy Event (and Other Hospital Advertising Lessons)

Keeping up with the “big stories” in the news is fairly easy. Dozens of media outlets jump on what’s hot and fuel the torrent of information overload. But, scratching a bit deeper, there are some timely and instructive news items about hospital advertising…with marketing lessons for administrators and marketing executives. Here’s a quick roundup of…

Inbound Marketing Isn’t All that It’s Cracked Up to Be

Inbound Marketing is flying so high and so loud these days that it seems to dominate the marketing landscape like a super storm. Some folks might be dazzled by all the ballyhoo and think that Inbound (also called Content Marketing) is the one and only—virtually compulsory—basis for a contemporary marketing plan. And worse, it’s troubling…

Hospital Price Transparency is Here to Stay

[Second of two articles.] Read our previous post on the topic of transparent prices among hospitals, How to be Named the Costliest Hospital in the Nation. When the federal government opened the bos to the public on hospital prices, the unprecedented transparency came as a shock to many facilities and industry executives. And this visibility…

Healthcare Radio Rules: Low Rates Open the Door to a Highly-Effective Medical Marketing Tool

A baker’s dozen of helpful tips in evaluating and using healthcare radio advertising Radio is a powerful media option for healthcare marketing. With rates negotiable to “half-off” or better, radio is worth a close lo, even if you’ve avoided radio advertising in the past as too sophisticated or expensive for your hospital, organization or private…

Dare to Be Adequate: Hospital Advertising That Fails (and What to Do Instead)

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. Regrettably, being “the same” is not a leadership message. Nor is it compelling, or even interesting.…

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