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 […]

Transforming Health Care: Believe in Better Project 2019 Recap

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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 […]

Defining The Modern Marketing Operating System [Part 1 of 5]

The old way of healthcare marketing is dead. It’s not relevant. It’s not effective. It’s just not working. If you’ve seen our latest thinking around Patient Journey Mapping, hopefully it struck a chord. For many of you who joined us in our PJM Master Class, “Conversion Point,” you undoubtedly walked away with a better understanding […]

The best health care advertising headlines we’ve ever read (or written)

Have you ever read a headline that just blew you away? The kind that sticks in your head. The kind you compare all headlines to. Throughout the over 40 years we’ve focused on health care advertising and marketing, we’ve run across several that have stood above the rest for us. Some we’ve written ourselves and […]