By Kathy Selker | June 13, 2023

Lessons for Hospital Marketers From the JPMorgan Healthcare Conference

Hospital marketers seeking to reach women can better understand and support the healthcare organizations they work for by learning about and capitalizing on the latest industry trends. Dan Michelson, CEO of Chicago-based Strata Decision Technology, recently wrote a thoughtful recap of the 2019 JPMorgan Healthcare Conference in an article titled “The No. 1 takeaway from the 2019 JP Morgan Healthcare Conference: It’s the platform, stupid.” The article offers insights into the evolution of healthcare delivery systems as they shift from a provider mindset (selling services) to a platform mindset (being a hub for healthcare and health services in the community).

Patient experience

By Kathy Selker | May 28, 2023

Internal Hospital Marketing Campaigns Can Combat Gender Bias

This post originally appeared on Forbes.

The conversation about the differences between how women and men are medically treated in America continues to evolve. Some claim women are treated fairly and others point out gender disparities that favor one sex or the other.

Service Lines

By Kathy Selker | May 11, 2023

How Hospital Marketers Can Differentiate a Bariatrics Campaign

Bariatric surgery can help eligible patients live longer, happier lives. Yet despite recent research showing that some forms of the surgery are no riskier than other common minimally invasive surgeries, only 1 percent of eligible patients undergo elective bariatric surgery. Interestingly, 80 percent of them are women.

Technology

By Kathy Selker | April 26, 2023

How Hospital Marketers Can Use Google Analytics to Reach Women

There’s a big difference between having a ton of data and knowing how to best use that data to effectively reach and communicate with the women who make up your target consumer group. The best way to learn? You can jump in and experiment, or you can check out the learnings of those who have spent a lot of time figuring it out.

Driving Preference

By Kathy Selker | April 10, 2023

What Women Really Want: Taking An Amenities Approach To Hospital Marketing

This article originally appeared on Forbes.

While providing high-quality medical services is the No. 1 aim of hospitals, this isn’t always the No. 1 criteria women consider when shopping for health care. All hospitals strive to provide the best care, whether overall or by service line, so advertising that as a point of difference is a quick way to get passed up in the consideration set. Focusing on technology and expertise can also be ineffective, as so many hospitals and health systems already do this.

Trends in Healthcare

By Kathy Selker | March 24, 2023

Nine Healthcare Marketing Trends for 2019

This article previously appeared as an AMA Marketing News posting.

The new year represents an optimal time to examine the latest shifts in healthcare marketing opportunities.

Overall in 2019, we’re likely to see hospital and healthcare marketers work harder to connect with consumers online, to focus on specific consumer needs, and to meet those needs via more channels than just the typical office visit. Here are nine trends as we head into 2019 that offer hospital and healthcare marketers a chance to stay ahead of the curve.

Driving Volumes

By Kathy Selker | March 8, 2023

Hospital Marketers: Targeting Women in the Wake of Price Transparency

This article originally appeared on MediaPost.

Any woman who’s tried to learn how much a surgery, test or procedure will cost for herself or a family member knows it’s almost impossible to shop for healthcare in America on price and quality. Increased regulation has fallen short of its promise to make it easier to determine what consumers pay. But efforts continue: The Centers for Medicare & Medicaid Services (CMS) recently changed the rules about how hospitals must share pricing information. Starting January 1, 2019, hospitals will be required to publish their standard charges on the internet.

Advertising

By Kathy Selker | February 20, 2023

How Hospital Marketers Can Master the Art of Live Video

image: iStock

As a member of the Forbes Agency Council, I recently had the opportunity to contribute to a thought-leadership piece on how brands can master the use of live video to connect with their audiences. The article offers a collection of excellent tips, tactics and strategies for the general market, and a number of them can be adapted to a healthcare-specific audience. Here are just a few.

Marketing

By Kathy Selker | February 5, 2023

Hospital Marketers Benefit From Understanding Doctors

image: iStock

Atul Gawande, author of “The Checklist Manifesto,” recently penned an article for The New Yorker titled “Why Doctors Hate Their Computers.” The article offers great insights into the pressures doctors face as they deal with complicated medical software that often negatively affects the quality and duration of their time spent with patients.

Women Insights

By Kathy Selker | January 19, 2023

How Hospital Marketers Can Anticipate Women’s Questions

How Hospital and Healthcare Marketers Can Anticipate Women's Questions

Answering common concerns can drive volume and preference.

When a market goes through the kind of wild swings we’ve seen in the healthcare industry over the past decade, it can be hard for marketers to predict the ways consumers will balance their needs against their means to meet those needs. Particularly in healthcare, where costs are spiraling while incomes remain flat, marketers are struggling to know how they can reach their mostly female targets in an effective way.

Fortunately, there are a few constants healthcare marketers can depend on.

Author Archives: Kathy Selker