Engagement is the New Branding: 2021 Health Care Marketing Trends Report
As we face another year of planning inside a global pandemic there is one (and only one) trend that we believe needs to be front and center for health care marketers—patient-consumer engagement. Hailey Sault Campfire Panelists: Marsha Hystead, retired Partner and CCO Joe Gunderson, Director of Visual Identity Denise Burgess, Senior Writer Moderator: Stephen Moegling, […]
Why Your Patients May Be Leaving Your Brand. (And What To Do About It)
During this COVID time, we’ve also been polling patients around the country about what they want to hear and how often they want to hear from their providers. Overwhelmingly, they’ve told us that they are hungry for content and guidance right now and are looking to their health care providers to provide it. Our newest […]
Diversity, Inclusion and Health Equity: 15 minutes about how to take action
At Hailey Sault, we believe in better. It is our purpose. Part of believing in better is an absolute belief that health care is a right—that no matter who you are, where you live, or how much money you make, you have the right to care that will allow you to live your healthiest life. […]
Five Tools to Upgrade Your Marketing Strategies
We’re finding that more and more health brands we work with are using an “agile-like” planning strategy. Instead of developing year-long marketing strategies, many of our clients develop their marketing strategies in response to immediate opportunities. There’s no “right” or “wrong” way to plan your campaigns. What matters is what works for you, your organization’s […]
Rethinking Brand Impact on the Patient Journey [Part 5 of 5]
For years, perhaps even decades, brand level initiatives were the cream of the crop for marketers. For clients, they’re an affirmation of their leadership skills. For agencies, brand development of any kind is the most highly visible, and often the most lucrative of all engagements. And if you’re asked to take it on, it’s usually […]
What to do when every orthopedic service line campaign looks the same
How do you proceed when your market is being flooded with orthopedic service line campaigns featuring expert surgeons and touting best in class services? How do you step back, stay true to your brand and resist the urge to do a full-blown“us too” campaign? More importantly, how do you stop the competition from stealing your […]
Key Factors to Influencing Patients During Consideration & Decision [Part 4 of 5]
Let’s be real. New patient acquisition is the Holy Grail of health care marketing. Sure, we have other priorities, too. But acquisition is what we all strive for. I’m not talking about just increasing inquiries, appointments or volumes. I’m talking about market share—bringing people who previously weren’t patients of your organization to your organization for […]
Kickstart Your Marketing OS: The Human Centered Persona [Part 3 of 5]
In the first two blogs in this series, I’ve shared that the Modern Marketing Operating System for Patient Acquisition, Engagement and Advocacy performs better than existing marketing models. In case you’re just jumping in now, the headline is: you should begin implementing this model with an increasing sense of urgency—everyday. If you are serious about […]
3 Things Healthcare Marketers Should Already Be Doing [Part 2 of 5]
In part one of this series, I introduced the phrase, the “Modern Marketing Operating System.” Yes, I know this sounds like jargon, but it’s not. In fact, there are fewer things I’ve had more clarity about in my career than the power and effectiveness in Patient Journey Mapping and its role in creating the new […]
