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April 2011
Social media plays a definite and growing role in brand-building and promotion, but its power as a tool for your healthcare organization doesn't end there. In an age of 24/7 online media exposure, social media can be a powerful tactic in your hospital's pre-crisis management toolkit.
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August 2010
As the recession lingers and hospitals put their marketing budgets under the microscope, smart spending must be the hallmark of one’s overall approach. Here we examine three ways the hospital CEO can realize savings in marketing and advertising.
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June 2010
Creating a website that reflects the complexity and mission of your hospital brand is an investment. When it is built strategically, however, your website should ultimately be a profit center. This month, we explore how user-experience design (UX) helps inspire web properties designed to get results.
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April 2010
If the marketing function in your organization currently emphasizes the tactical, there is great opportunity to affect positive change through a realigned role that centers on research, brand strategy, and product development. Need proof? Explore the results of our survey, in which healthcare leaders shed light on marketing’s strengths, the impact of C-Suite access, and the vast potential of a paradigm change that starts at the top.
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February 2010
If you were asked to define your brand positioning in seven words or less, could you do it? If not, make 2010 the year of the brand for your organization. A strong brand not only communicates a consistent message to your market – it unites teams internally to create a positive patient experience at every turn. Read on to see what our survey revealed about the role of a brand in healthcare…and how simple changes can have a huge impact.
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December 2009
In a rapidly transforming healthcare landscape, strategic planning is more important than ever. A clear business plan makes the difference when it comes to capitalizing on emerging opportunities. To maximize results, visionary healthcare organizations rely on financial backing, research, and early marketing involvement.
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May 2009
There's no doubt that digital strategies and solutions can help healthcare organizations achieve their business objectives while, at the same time, actively engage and serve their patients, referring physicians, potential patients, donors — indeed all of their audiences. It's a win-win-win.
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April 2009
Leading an organization through this current economic crisis can seem a scary proposition at times. While the safest option might be to hunker down to get through the crisis, it might not be the most advantageous one. Moving to a growth strategy at a time when your competitors are pulling back can give you a strong edge in the marketplace.
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March 2009
It's always refreshing to meet with other healthcare marketers from around the country. It gives us a chance to hear different perspectives about developing trends, new innovations, and the strategic ideas that have worked for others. We recently had the chance to do just that at the 14th National Forum on Customer-Based Marketing Strategies in Las Vegas.
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NOVEMBER 2008
In this issue, learn how hospital CEOs are recognizing the strategic effect Patient Portals have on physician loyalty, nurse recruitment and retention, and patient satisfaction. And get a little inspiration from a case study about the launch of a CyberKnife® Center at a regional healthcare system.
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