Author: Kathy Roy Gaughran

In her career, Kathy has helped over 4,000 clients all over North America achieve their growth goals. As an award-winning strategic marketing planner, Kathy has been involved in both the high level strategies required for long-term sustainability, plus the tactical execution used to accomplish day-to-day successes.

Social Influencers: A Short Course in Creating Power and Leverage

Here’s a powerful secret sauce that social media pros use to make a mega-splash. Social influencers magnify and extend the typical reach. A hospital, health system or a premier doctor group, isn’t going to dominate the market by doing what everyone else does. Successful providers and organizations have an in-house leader, marketing person or team that knows how to think bigger, be more effective and be more aggressive than the competition. Defining Social Influencers… A website…or a blog…or social media content…or these and other Internet marketing tools form the basics. With some devotion and persistence, a healthcare entity can build ... Read more

Healthcare Storytelling: The Best Marketing Magic and How to Do It

“The best bridge between a presenter and an audience,” someone once wrote, “is a story.” Everyone is engaged by a good story. In fact, it’s how the human brain is wired. When someone is talking to us, we automatically look for the beginning, the middle and the end of the storyline structure. And if the speaker doesn’t do it, our brain tries to assemble the pieces. Physicians are using this technique as an element of marketing magic for greater success in private practice or in a hospital environment. Because an audience—patients and prospective patients—instantly resonate with a well-told story, the storytelling ... Read more

5 Best-in-Class Healthcare Podcasts for Growth in 2018

Learning is a daily exercise for must of us. Among the successful medical groups, practices and hospitals that we know, most are committed to self-improvement and thinking bigger. Their leadership—doctors, administrators, marketing executives and others—are committed to Continuing Education—in marketing and management, as well as in the clinical skills. The convenience of the ever-present Internet delivers the best healthcare podcasts to any device, anywhere and at any time. There’s a smartphone in everyone’s pocket, a tablet constantly at your fingertips, and/or WiFi hotspots onboard cars, trains and airplanes. Accessing the best-in-class marketing inspiration and education is ubiquitous. And, for the ... Read more

Recommended Healthcare Marketing Conferences 2018

Medical professionals, providers and industry leaders are constantly challenged by the changes in hospital and healthcare delivery and marketing. Resources are constrained while performance expectations increase. The best of annual continuing education and professional development conferences provide opportunities to evaluate and implement practical strategies and tactics. These concepts attract and retain new patients, strengthen and extend business development, improve patient experience and satisfaction, network with colleagues, and employ best practices, Return-on-Investment results. Here’s a starter list of our recommended healthcare marketing conferences: Healthcare Marketing Conferences 2018… Healthcare Success Advanced Medical Marketing and Internet Strategies Seminar WHEN & WHERE:            March 2-3, ... Read more

Negative Online Reviews: 10 Things to Do About Stinkers and Trolls

Seemingly overnight the Internet created dozens of directory, listing, review and rating sites. In a digital flash, negative online reviews—or outright bad reviews—can soil the fabric of years of good work and positive impressions. The high altitude overview reveals that the vast majority of online reviews are positive. By and large, doctors provide their services skillfully and professionally. And the positive ratings and reviews contribute to an enviable record and reputation. Further, online reviews and reputation guide the purchase decisions of others. In the retail and small-business world, about 90 percent of consumers are influenced by positive online reviews. Negative ... Read more

Consumerism Marketing Strategy Wins More New Patients

[Series Installment] Nearly all health systems, hospitals, medical groups and professional practices have two fundamental considerations in common. And the professional groups that are becoming breakaway successful have leveraged the new consumerism marketing. The first is dynamic—one that virtually everyone struggles with—is the tough competitive landscape. The quiet days of old-school healthcare are gone. The fast-pace the Internet, consumer demands, as well as an era of rollups, buyouts and mergers have given healthcare a fierce new face of business development. The second factor is the ongoing struggle to reinvent healthcare delivery. The leading edge is the mission of creating a positive ... Read more

“Doctors Don’t Advertise” and 10 Other Lame Marketing Myths

Nearly 100 percent of the hospitals and medical practices that we meet in the course of a year want their business to expand. These are the marketing savvy doctors and communications professionals who recognize that medicine is a profession, but healthcare is a business. They usually represent the premier providers in a region—already holding a leadership position in the marketplace. Virtually everyone in this category respects marketing and advertising as the primary means to attract and retain new business, differentiate themselves beyond the competition and extend their professional reputation. What’s more, they want to be more efficient and effective in ... Read more

7 Ways You’re Wasting Money on Your Marketing

John Wanamaker Every savvy marketing executive knows the John Wanamaker (1838-1922) quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Somewhere in his distinguished career, John must have found the answer. More than 150 years later, it turns out he was exceptionally successful in retail merchandising, and to this day, considered a genuine “pioneer in marketing.” The lesson for those of us in hospital and healthcare marketing is that it’s vitally important to avoid wasting any part of your budget. Here are some of the most important ways to stop wasting ... Read more

4 Best Gift-Giving Tips (That You Probably Haven’t Heard) For Your Referring Doctors

I didn’t mean for this to sneak up—but surprise—it’s that time of year! Right now—meaning today—is the best time to take care of the holiday gift-giving and doctor-recognition-marketing routine. There’s got to be a shorter name, but traditionally, it’s when everyone wants to thank the various referral sources among doctors. The most common referral channels are between and/or among generalists and specialists. You know the drill. This is where doctors or practices refer patients to another practice or practitioner for expert care. (And often, the specialty practice is reliant on inbound referrals for new business.) But although recognizing referral sources ... Read more

A Shocking Truth: Most Patients Don’t Know Squat About Doctor Quality

It is a remarkable and often painful mistake for doctors to assume that prospective patients know how to judge clinical quality in healthcare. Specifically, many doctors mistakenly believe that any prospective patient clearly recognizes that the competitive hospital or medical office down the street is lacking in quality of care. Thus, they believe, the other business would be a poor choice. It’s not hubris or excessive self-pride—but patients just don’t think that way. Doctors and patients use totally different value systems for judging quality. Here’s how this extremely common issue often leads to problems. The marketing competitor advertises aggressively. The ... Read more