If your aim is to build an engaging, relevant brand there is one thing you must avoid: complacency. Brands unwilling or hesitant to embrace change, innovation, or advancements in technology quickly become irrelevant. Do you remember Kodak? It was a very popular photography company that sold cameras and roll film. It was built on a […]
The only constant in today’s healthcare marketplace is rapid change. Competition is increasingly intense. Group practices are the product of mergers, rollups and acquisitions. And prospective patients are confused without a strong brand message. When dynamics scramble the consumer message, consider these branding tips to differentiate your group practice. One white coat looks the same as […]
The inspiration for this article came from my favorite grocery store, Publix. I was raised in the southeast, and developed a strong attachment for the chain. If you haven’t visited a Publix before, it’s hard to image what makes this grocery store different from others. Every time I walk in, I feel a sense of […]
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 […]
Change can be hard to embrace. The nation’s healthcare delivery 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 […]
Hospitals, group medical practices and other healthcare professionals have embraced digital and social media for marketing. The standard toolbox begins a robust website, plus a Facebook page, and sometimes, a blog. Deeper plans may also include a YouTube channel, Twitter and/or LinkedIn and others. Relatively new on the scene is Instagram, which is a powerhouse picture […]
[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 […]
[Guest Post by Dr. Paul Rosen] I took my kids to a Philadelphia 76ers game a few weeks ago. The Sixers lost to the Boston Celtics. The Sixers have been doing a lot of losing actually. They finished the season with 10 wins and 72 losses, giving them the worst record of any team in […]
As a student of marketing, I tend to dissect the brand name-logo-tagline combinations that I notice. Professionally and personally, I admire the good ones. But the bad ones in particular grab my attention. Like driving into a pea soup fog bank, there is a sudden disconnect with the highway, landmarks and even reality. When you spot […]
[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 delivering value for the patient. The traditional physician-centered world of health care delivery […]
