Healthcare Marketing Strategy
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Hospital Marketers Must Guide the Journey to The Next Normal
If hospitals were a football team, the Chief Marketing Officer would be the Offensive Coordinator. In that role, he/she needs to create a playbook that provides action plans that are within the rules of the game, and considers their team’s strengths and the competitive environment in which...
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Case Study: Agile Marketing Communications
Unlike most highly visible touchpoints that take weeks to plan, produce, and deploy, this commercial needed to be created and implemented within a week. To make this happen, Endeavor facilitated an agile, teamwork-centered approach in collaboration with Northstar's marketing leadership.
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So Many People to Keep Informed, So Little Time
When it comes to organizing communications quickly across a number of groups, there's a useful process called stakeholder analysis. Stakeholder analysis is used to identify all audiences (usually focused on internal or external stakeholders, not necessarily customers), your need for their...
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Consumerism in Healthcare: Strategies for Attracting Today's Empowered Consumer
Meeting the needs of empowered consumers demands authentically engaging with customers in new ways.
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Consumerism in Healthcare: Why VOC is at the Core [And How to Listen Better]
The experience provided represents some of the best opportunities to create patient loyalty and motivate patients to share positive stories with others.
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The Role of Consumerism in Healthcare [trends leaders should know about]
The role of consumerism in healthcare is making an impact with every interaction, in every phase of the journey.
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Patient Volume Modeling
Our approach to patient volume modeling provides insight for strategic decision making for marketing and operations. Using this tool, clients are able to understand their individual and comparative performance to prescribe the marketing and able to identify the operations levers that will most...
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When Next-Gen Healthcare Marketing Dashboards Become Action Plans
Marketing360 - healthcare marketing dashboard that relates marketing results to experience stages, KPIs, service lines and market segments.
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Healthcare MarCom Budget Benchmarks
How much do my peers spend? How do they spend it? A Second Chance to Create And Use Healthcare MarCom Budget Benchmarks A little more than two decades ago, I was a new healthcare marketer at my first conference of hospital chief financial officers. My hope was to learn as much as I could...
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The Struggle to Demonstrate Marketing ROI
For any investment an organization makes, leaders want to see a return. Yet even as marketing and technology evolve and become more robust and sophisticated, many marketing leaders still struggle to demonstrate marketing ROI. Many marketing professionals argue that it is difficult if not...
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Meditation, Mindfulness, Meetings and Marketing Strategy
Meditation, Meetings and Marketing Strategy I had the pleasure of attending Gopi Kallayil’s keynote at the Forum for Healthcare Strategy before our own presentation with Cleveland Clinic . He highlighted some interesting observations regarding our new organ – the mobile device. ...
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OK for Healthcare Marketers to Say "No"
It's OK for Marketers to Say No Here's How When did we start defining strategy based on the loudest voices? For many marketers, this has been happening since the first marketing dollars were fought for – and has continued since. Unfortunately, addressing the highest stated need has the...
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Keys to Brand Architecture
Getting Organized with Healthcare Brand Architecture Maintaining a portfolio of brands is one of the toughest things for a marketing group – managing diverse styles, colors that don’t match, and graphics that don’t even make sense internally. If you were a family and drove up to the curb,...