RECENT INSIGHTS
Approximate reading time: 2.5 minutes Colleges and universities have long been known for healthcare delivery that specialized in treating twisted ankles, food poisoning, or Category 5 hangovers. But today, students (and their parents) need more, and it starts with two crucial elements: Clear policies and clear communication. For college marketing directors, COVID-19 communications can be […]
Does healthcare marketing still have a pulse? The rate of scientific and technological advancement in healthcare is dizzying. Gene therapy and “precision medicine.” Artificial intelligence. Immunotherapy. Stem cell advancements. Big data. Virtual reality. You can see the technology tsunami reflected in healthcare marketing . Gone are messages about compassionate practitioners. Front and center is technical […]
The Destination Medical Center: Is this where healthcare is heading? There’s a relatively new term being used among specialty hospitals and large health systems: Destination Medical Center. It’s a fairly self-explanatory term. But we think it points to the larger issue of the rising tide of consumerism in health care, and healthcare marketers’ efforts to […]
As health systems expand, opportunities emerge for smaller hospitals. Here at our scenic CT shoreline headquarters, we are surrounded by monster health brands. Yale New Haven Health, the dominant regional Academic Medical Center, is right next door. UCONN and Hartford Healthcare are slugging it out in the center of the state. Humana is a longstanding […]
Medical marketers face an uphill fight in the world of paid search and PPC. For starters, Google has tough standards and doesn’t like it when healthcare marketers step out of bounds. Google does not allow remarketing, and Google Drive generally adheres to narrowly defined HIPAA standards regarding marketing content. It won’t allow inflated statements or […]
Ethical healthcare marketing has to answer tough questions When does targeting become an invasion of privacy? When does doctor advertising become doctor advocacy? When does information sharing become marketing? As consumerism presses deeper into healthcare, competition is increasing – and marketers will naturally want to create content that’s more aggressive. Here are a few reminders […]