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.
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.
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.
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.
This post was originally published on SHSMD.
Women have been a powerful force in purchasing decisions for decades, and nowhere is that more evident today than in healthcare decision-making. Marketers who don’t have a strategy to target messaging to women in ways that reflect that reality are missing out. Here’s why:
While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of healthcare decisions in America. It’s important to segment and target by gender, but remember that women prefer gender-neutral marketing messages. With recent social media movements toward greater equality for women (in all realms, not just healthcare), women are more sensitive than ever to gendered messaging, and they dislike feeling pandered to.
This article was originally published by the American Marketing Association.
America’s shifting demographics are highly visible in the millennial generation. Consisting of about a third of Americans, this generation is far more racially diverse than any generation before it. Millennial women’s attitudes toward health and the healthcare system are different than previous generations, too, and millennials are consuming healthcare in different ways than older generations did.
I recently sat down with Viddler co-founder Donna DeMarco to discuss how hospitals are increasingly marketing to their own employees in the form of internal marketing campaigns. Viddler is an interactive video hosting platform that helps healthcare organizations build better internal cultures. Below is a post they wrote about our interview, which includes topics like trend-spotting, crafting messages, gathering info and finding patterns. You can also check out the post on the Viddler blog.
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.
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.