Storytelling: Give Your Medical Office a Narrative Voice

The simple fact is that the art of storytelling is a powerful tool in healthcare marketing. In broadcast or print advertising for example, a good-health storyline is often the message fabric that engages and attracts new patients. Storytelling is common and easy to spot in external communications, but sadly, it’s underutilized (or forgotten) inside the […]

Why You Need a Five-Year Timeframe to Build a Brand

Until recently, the concept of “brand” or “brand building” has not been too important for physician practices, medical groups or hospitals. Only a few healthcare entities took branding seriously in their marketing plans…and fewer still were able to carry it off effectively. Almost overnight, or so it seems, all that changed. To listen to some people in […]

How Cleveland Clinic Builds Brand Recognition via Multichannel Marketing

[SHSMD14 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success talks with Cleveland Clinic’s Chief Marketing and Communications Officer Paul G. Matsen. Mr. Matsen will be speaking at the 2014 SHSMD Connections Conference on the topic: Building a Global Healthcare Brand Through Multichannel Marketing. In today’s podcast, Stewart Gandolf and Paul Matsen discuss how the world-renowned […]

Apple Health App Will Change Your Healthcare Marketing Plan

With over 31,000 health and wellness mobile applications already available, you might think the marketplace is saturated. But wait. Apple—you know, the iPhone folks—just arrived at the techno party. And we’ll bet bagels to bytes that an Error Code will be flashing on your healthcare marketing plan. This week the consumer products icon revealed part […]

Are Your Words and Pictures Confusing, Irritating or Just Outdated?

Be careful what you say. The words and images that you use might be working against you, or at least producing unexpected (and undesirable) “message meaning.” It’s elementary mar-com 101, but you might be amazed at how often some folks neglect the receiver-side of the communications loop. Sometimes it’s an innocent oversight, or unexpected consequence, […]

New LinkedIn Showcase: How to Add Visual Content (and Why You Should)

LinkedIn just keeps getting better. Early iterations of the professional networking platform were a step or two above an online resume with interactive connections. Functional and good for a start, but decidedly lackluster. Over time—particularly in the last year or so—LinkedIn has muscled its way up the value ladder as a power player among social […]

Would Warren Buffet Admire Your Moat?

Personally, I’d jump at the opportunity to learn about business at the right hand of Bill Gates, Chairman and co-founder of Microsoft. That would be an insightful brain-picking session. It would be on par with talking about business with Berkshire Hathaway Chairman and CEO Warren Buffet. But can you imagine a meeting between two of […]

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