Category: Hospital Marketing

Is Your Medical Website HIPAA Compliant?

[INSTALLMENT – A Continuing Series] Every physician and medical administrator that we know is intimately—often, intensely—aware of HIPAA’s privacy and security rules. There isn’t a policy, procedure or process that isn’t carefully scrutinized as HIPAA compliant. This isn’t legal advice, but healthcare professionals know that protected health information (PHI) and electronic protected health information (ePHI) need to be on the safe side of the Health Insurance Portability and Accountability Act and the Department of Health and Human Services. But, physicians and medical administrators also realize that, in an Internet-driven world, confidentiality, privacy, and data security are vastly larger, dangerous and ... Read more

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 Consumerism: How to Avoid Being Left Behind

[Series Installment] It seems to some observers that many hospitals and healthcare providers are not prepared for the next wave of consumerism. Contemporary studies among hospitals and health systems in the industry believe that patient behaviors and expectations are critical. But less than one-quarter of healthcare organizations have the means to gather and analyze meaningful patient data. And further, many hold patient experience as a priority…but without a clear mandate to achieve it. Related: 9 Essential Steps to Improve Doctor Ratings Online More than a decade ago, the early reform and re-invention of healthcare delivery was originally fueled by the run-up ... Read more

Three Little Marketing Ideas — Almost Sneaky, But Clever and Effective

Here’s a brief roundup of clever marketing ideas. They’re the kind of secret sauce techniques that are highly effective…and seasoned pros seldom reveal. Each little idea is unrelated to the others, except that they add a bit of color, flair and professional splash to your marketing, PR, branding or social voice. Just go ahead—call them your own. Put these in your toolbox, and feel free to adapt each or all of them to your hospital or healthcare plan as you see fit. Clever little marketing ideas… #1. New service line success—real, over-the-top success—begins with a determined, winner mindset. In our ... 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

Why the Digital Marketing Revolution is Our First Choice for Doctors and Hospitals

It is tempting to describe the digital revolution in healthcare marketing using either-or terms. Articles that want to compare and contrast TRADITIONAL marketing with DIGITAL marketing tend to make two columns, with one side VERSUS the other side. The purpose, place and applications of one are not in opposition to the other. Most often, they work together. Traditional marketing—direct mail, brochures, print ads and broadcast media—are virtually indispensable in a complete and well-rounded plan. Plus, these tools provide distinct advantages, such as targeting a local audience and being personal and direct. External advertising has its place and works well. Tangible, ... 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

How Digital Marketing Data Influences Your Hospital Planning

More than at any time in the past, the Internet is the primary pathway to hospitals and healthcare providers for today’s informed consumer. There isn’t a hospital or healthcare marketing professional who hasn’t heard the stat that “over 70 percent of Internet users looked online for health information.” Pew Research confirms that the percent of online users has been rising for several years, but “health information also includes searches related to serious conditions, general information searches, and searches for minor health problems.” But it’s more than generic info that’s vital. What’s important to note is that users drill down to ... Read more

5 Significant Hospital Marketing Trends to Watch in 2018

In the months ahead, 2018 will reveal many important hospital marketing trends—more than we have space to unwrap in detail here. The following issues, however, are among the most important marketing-related ideas to track as they unfold. You are probably aware of these issues. Although they may be familiar, most are likely to emerge as significant hospital marketing trends this year. Healthcare Marketing Trends for 2018… Creating health-related, streaming, live and real-time video content Every few months someone proclaims that this is the year of the video—as if video had just been invented. More accurately, the demand for health-related video ... Read more

7 Easy Ways to Lose Business Revenue Without Knowing It

Not long ago, we published an article titled: Doctors Don’t Advertise” and 10 Other Lame Marketing Myths. Some of the ill-advised “reasons” on our list sounded a wake-up call for a few readers. It turns out that they recognized that medicine is a profession, but healthcare is a business. Ultimately, for every hospital and healthcare provider, marketing and advertising is an investment, not an expense. It is what fuels new business, growth and success. And, each in their own way, these businesses doubled-down on the marketing effort and made marketing a fresh priority. Easy ways to lose business revenue… Think ... Read more