Is Healthcare Branding Making a Comeback?

Leading health systems are investing in branding campaigns and strategies in record numbers to reengage populations and create new dimensions of loyalty and engagement. But after the steep decline of trust and loyalty during the pandemic, is a shiny new brand campaign enough?  I keep reading in the healthcare trade press stories of health systems […]

Healthcare Marketers: Do You Have a Disruption Mindset?

Woman looking up

Well, it’s official. The Great Healthcare Disruption is here.  And depending on who you are (and perhaps what organization you’re with), you’re feeling either: Nervously excited Nervously worried Healthcare has, until just about the day before yesterday, meant hospitals, doctors in white lab coats, and patients waiting and waiting and waiting. But marketing prophets like […]

Why Healthcare Marketers Should Return to Purpose to Drive Strategic Goals

Woman using a stethoscope on a woman

Watch the 2022 Healthcare Marketing Trends Replay Video What a couple of years we’ve had! A pandemic.  Social unrest and a racial reckoning. Political divisiveness. Oh, and a massive upheaval of the healthcare workforce. Healthcare organizations are seeking a return to stability.  And that desired stability is rooted in your organization’s guiding principles, mission, and […]

Facing Health System Capacity Challenges? Leverage Rapid-Response Marketing.

Man looking at work board

Watch our complete 2022 Healthcare Marketing Trends Campfire Webinar Supply chain and labor shortages. Higher acuity patients. The unpredictability of what’s next for COVID-19 and hospitalization rates.  Geez. And we thought healthcare marketing was challenging before now! So what do we do? A. Sit on our hands and wait for clarity. B. Pin strategic directions […]

Building a campaign patient audiences are ready to hear (post COVID-19)

Let’s begin with your patient’s mindset coming out of COVID-19. According to the research we conducted for our Engage: 2021 Trends Report:  90 percent of health care decision makers indicated that regular information from their health care provider was of value to them.  They told us their number one trusted source of information was their […]

Why Engagement is the New Health Care Branding

The ever-quotable Seth Godin says that marketing used to mean advertising. Now marketing means everything. After all, the ways in which consumers learn about and engage with brands transcends traditional advertising. In health care, branding used to mean brand advertising: the big, high ticket campaigns that are designed to elicit positive feelings about health care […]