Every once in a while, a campaign comes along, and you know that it’s special. Maybe it’s a cause that you strongly believe in, a story that needs to be told or the creative is just really unique. I guess that’s how I felt from the very beginning about MedStar Georgetown Transplant Institute’s “Living Donor” campaign. For me, it was a combination of all three.
Most health systems/hospitals have an affiliated and/or employed medical group. The exception is California, where the corporate practice of medicine prohibits employment of physicians by systems or hospitals.
Some medical groups are faculty models, while others are the result of groups that have merged under one umbrella, and can have primary care and specialty services as part of their cadre of physicians. What is true about all medical groups is that they are the front door to patients you want to attract to your system/hospital.
Every healthcare marketing and communications (MarCom) leader has heard this question from a service line or physician leader. Somehow, a newsletter is going to put their program on the map, drive volume, attract new referring physicians and make them profitable. But isn’t this the same fantasy thinking that supports billboards as business drivers?
You’ve heard about it. You’ve seen the results. Maybe you’ve even been part of a rebranding effort. But do you really understand what branding means?
We know you. You’re a hospital or a healthcare system looking to increase your brand awareness or service-line volumes in your noisy city. You’re one of many hospitals patients can choose from when they have an emergency, need a doctor or are looking for preventive programs. And you’ve probably noticed that when patients come in for appointments, they’ve done their research — they are informed.Read full post...
We’re proud to be partnering with our friends from MedStar Health and Scripps Health to present an Idea Workshop at SHSMD’s Annual Conference. Our workshop will tackle seven of the most common healthcare marketing challenges faced by our colleagues around the country. We identified these challenges through a brainstorming session with MedStar and Scripps, a poll of all ab+c healthcare partners and a survey of SHSMD Annual Conference attendees. Here’s a quick look at three of the challenges that we’ll be discussing at the conference.
Challenge #1: How do I choose what to market?
Plan, plan and plan some more. Your marketing plan is one element of your organization’s planning cycle, and you should take cues from the other elements: your strategic plan, facilities plan, operating plan, financial plan, business plan and communications plan. From those plans, identify the organization’s priority service lines. Then determine if they’re ready to be marketed:
- Do you have clinical strength in this area?
- Do you have positioning power?
- Is it profitable?
- Is there competitor vulnerability?
- Is there spin-off revenue?
- Is there a product champion?
- Can they deliver on patient experience?
If you plan properly and can answer these questions, you’ll have an easier time prioritizing your marketing efforts.Read full post...
Ecstatic, thrilled and maybe even a little overwhelmed — that pretty much sums up how people are feeling here at ab+c after learning that we won Best in Show, 11 gold, two silvers, one bronze and four merit award at the 30th Annual Healthcare Advertising Awards. Those numbers alone are pretty impressive, but what’s even more meaningful is that we won more gold awards than any of the other 268 agencies that submitted and that we had 14 different clients win with us.
These numbers validate what we already know: The healthcare marketing industry is just as competitive as healthcare these days. More agencies are entering into this specialty area, but this year’s success shows that we are ahead of the curve. Our healthcare team is steeped in expertise and our partners benefit from the years (even decades — yikes!) that we have been working in the industry.Read full post...
The days of doctors making house calls may be making a full circle as the new focus for insurance companies is promoting the importance of the primary care physician. In a world where people change doctors like they change their socks, how do marketers make patients “brand” loyal to their PCP?Read full post...
After more than a decade as a marketer for major health systems, I crossed over to the dark side: the agency world. The world where you live and die by your client’s needs and deadlines. Where you stress over timesheets and sales reports. Where you become — gasp — a “salesperson.”Read full post...
OK, I’m not embarrassed to admit it. I enjoy watching Disney Channel’s Phineas and Ferb with my 7- and 10-year-old. There, I said it. I’m a grown woman and I still like watching cartoons.Read full post...