Author Archives: Kathy Selker

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I’m Kathy Selker. My work as managing director of Stratos and previously as CEO of Northlich, has taught me a great deal about how hospitals and health systems can best connect with women to make the most positive impact in their lives.

Five Lessons Hospitals Can Learn From Loyalty Marketing

How to build loyalty and drive long-term growth

If you’re like most of us, you probably have a punch card (or five) in your wallet. Loyalty programs allow brands to build relationships and trust, encourage repeat visits and enhance customer loyalty. According to Bond Loyalty, consumers are 81 percent more likely to continue to do business with brands that offer loyalty programs.

How can hospitals use loyalty-marketing principles to connect with women? Here are five ways.

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Before Marketing, Test Your Hospital User Experience

Put yourself in your consumer’s shoes.

Have you ever approached your hospital as a consumer or potential patient? What you learn from this user experience test could help you positively impact the patient experience. Users of hospital services are not experts in the field, so when and how we communicate with them needs to take that into consideration. It doesn’t hurt to remember that when a consumer is out of her element or a little overwhelmed by a health concern or test, it’s nice to have a care team available for guidance.

Recently, I needed to schedule my annual mammogram. I chose a local hospital, since it’s convenient and offers 3D screening. Here’s how my experience went, and where I saw room for improvement.

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Marketing Hospitals to Men via Women

Reaching the male audience through wives and moms

According to Sheconomy, women account for 85 percent of all consumer purchases in America. The healthcare sector is no exception, with 80 percent of men reporting that their spouse or significant other influences their decision to visit a doctor. How can we as hospital marketers capitalize on these statistics? Here are five tips for talking to women about men’s healthcare.

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Hospital Marketers: Create Engaging Videos

video marketing

Forbes recently asked agency leaders on the Forbes Agency Council about their tips for creating engaging videos. As a member of the council, I contributed a tip about how humans process stories and why they’re useful. While the focus of the article isn’t specifically on healthcare, the information is very relevant to healthcare brands because of their frequent use of testimonial campaigns. My tip is below; you can check out the full article on Forbes.

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How Mergers and Acquisitions Are Affecting Hospital Marketing

Hospital marketing mergers and acquisitions

This article originally appeared in Forbes.

Hospital mergers and acquisitions (M&As) are increasingly affecting the way women shop for and acquire healthcare in America. M&As include the consolidation of separate hospitals into a system (whether that’s a larger hospital acquiring a smaller one or multiple smaller hospitals merging), as well as hospitals/health systems purchasing physician practices or other provider services. These also include the merging and acquisition of healthcare services like skilled nursing practices, ambulance services, ambulatory surgical centers, nursing home facilities, pharmacies and more.

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Marketing Hospitals to Women With Chronic Conditions

Telemedicine is more than a nascent trend — it’s here to stay. This article explores how new technology, such as wearables, can help patients with chronic conditions better monitor their health — and how marketers can connect with and drive preference among these chronic care patients before a crisis happens.

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Hospital Marketers: Promoting Rebrands

Promoting rebrands

Forbes recently asked agency leaders on the Forbes Agency Council about their tips for working on a company rebrand project. As a member of the council, I contributed a tip about the value of consumer testing ahead of launch. While the focus of the article isn’t specifically on healthcare, the information is very relevant to healthcare rebrands as the landscape shifts and more hospitals and health systems launch rebrand efforts to stay relevant. My tip is below; you can check out the full article on Forbes.

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How Marketing Agencies Can Help Hospitals Improve Internal Communications

This article originally appeared on Forbes.

The importance of clear, concise and effective internal communications within hospitals can’t be overstated. At stake are staff relationships, operational efficiency and, most importantly, patient safety. Marketers can help hospitals maximize the efficacy of their internal communications. From creating equity messaging to conveying information about organizational restructuring to helping employees feel heard by management, marketers can help internal teams in hospitals communicate better.

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The Growing Reach of Femtech

This article was originally published on MediaPost.

Femtech, the application of technology to track and advance women’s health, has evolved over the past few years to improve women’s relationships with their healthcare providers and to give women a greater sense of autonomy over their bodies and health.

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Five Tips for Hospital Content Marketing

Healthcare is a topic that generates huge online search volumes; just about everyone has Googled a symptom or researched a diagnosis on a medical website. According to Pew, 80 percent of people look to search engines first when seeking health information.

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