Today’s Healthcare: How to Market “Value”
EVR Advertising | Healthcare Marketing Insights
by Jeff Eisenberg
3y ago
In a previous blog, “Does Cost Matter to Healthcare Consumers”, we cited the lack of correlation between access to healthcare price information and spending less on medical procedures. The reasons for this revealed that much work remains in changing the culture of healthcare cost transparency and how consumers can best use this data to make better, more informed decisions. Some people are inclined to pay a higher price because they believe this means higher quality. Others will not, choosing to save money by being to be largely influenced by price alone. And still others will fall in between ..read more
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Healthcare Marketing: Your Consumers Are Confused
EVR Advertising | Healthcare Marketing Insights
by Jeff Eisenberg
3y ago
It’s Time to Get Serious About Marketing Quality Measures As we continue to reform our consumer-driven healthcare system, the impact of quality in hospital marketing is no longer a trend—it’s the reality. We all know that information is power, and the future of healthcare will be defined by how consumers use this power in the decisions they make, the providers they choose and the services they demand. But just when we thought quality was starting to really mean something in healthcare marketing, it has become more confusing than ever. A crowd of healthcare ratings and awards organizations mea ..read more
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It’s Time to Use Marketing Metrics to Defend Your Impact
EVR Advertising | Healthcare Marketing Insights
by Jeff Eisenberg
3y ago
As healthcare margins tighten, the need to demonstrate marketing’s financial contribution has moved from a “consideration” to an “imperative.” However, several major challenges stand in the way of progress in this area, including lack of data, no mutually agreed upon expectations and a narrow view of marketing’s role. A publication released in 2016 by the Marketing Metrics Committee of SHSMD (Society of Healthcare Strategy and Market Development) aims to help. It offers, for the first time, a clearly defined set of metrics to help marketers measure financial performance. It is a breakthrough ..read more
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Three Things We Talked About at the NESHCo Healthcare Marketing Conference
EVR Advertising | Healthcare Marketing Insights
by Jeff Eisenberg
3y ago
As the traditional limits of healthcare marketing expand into the digital space, there are more opportunities to be creative and engaging. That’s what makes an event like the recent two-day New England Society for Healthcare Communications (NESHCo) conference so important for our industry. Exchanging trends and sharing results in a time when more ideas are being embraced and marketing investment outcomes are more measureable will continue moving the industry forward. Here are three timely presentations that really resonated with us. 1. Making Every Moment Matter When Delivering Customer Experi ..read more
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Hospital Brand Campaigns: When is Bold Too Bold?
EVR Advertising | Healthcare Marketing Insights
by Jeff Eisenberg
3y ago
As we have pointed out in the past, there are factors that make healthcare marketing conservative by nature. But does that mean there is no room to be bold? No possibility for creativity that pushes the envelope? Rochester Regional Health was willing to challenge that notion recently when they asked us to build and launch a new brand campaign. Rochester Regional Health (RRH) is comprised of five hospitals in and around Rochester, N.Y. They employ 16,000 people and have built a reputation of excellence in several areas, most notably cardiac, cancer and neurosciences. The system was formed in 20 ..read more
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5 Hospital Marketing Campaigns to Launch Now
EVR Advertising | Healthcare Marketing Insights
by Pete Ricci
3y ago
The New Year is here and that means it’s time to revisit marketing budgets and decide how to deploy those precious advertising dollars. Here are five key campaigns you should prioritize when rolling out your 2018 marketing strategy: Primary Care: Primary care doctors are the concierges of medical care, directing patients to specialists and other healthcare institutions when additional care is needed. That means they have a major influence over patients’ decisions about where to go for care. Interestingly, marketing toward PCPs is often overlooked when establishing a hospital marketing budget ..read more
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Healthcare Social Stats You Need to Know
EVR Advertising | Healthcare Marketing Insights
by Kelly Nylander
3y ago
From Baby Boomers to Millennials, consumers are placing more trust in social media for their healthcare-related information. Check out this infographic to see how social media’s influence on the way we deal with our health has grown. The post Healthcare Social Stats You Need to Know appeared first on Healthcare Marketing ..read more
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Are You Planning Your Hospital Marketing Budget Well?
EVR Advertising | Healthcare Marketing Insights
by Jeff Eisenberg
3y ago
When you allocate your marketing resources, is it merely a rote exercise of updating last year’s numbers or are you seriously taking a fresh look at channels and considering changes in the modern marketing landscape? Because healthcare is more consumer-oriented and “retail” than ever, a change in tactics may be necessary to reach and influence consumers. If you are in need of a change, start by adopting an “Agile Marketing” approach to your spending, which means continuously measuring impact and calibrating tactics to improve results over time. Be prepared and willing to shift marketing tactic ..read more
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Our Take on Healthcare Marketing Trends That Matter
EVR Advertising | Healthcare Marketing Insights
by Jeff Eisenberg
3y ago
Near-constant change in healthcare brings challenges and opportunities. To be successful, marketing professionals must adapt and lead proactive management of change. Here are four advances happening in healthcare marketing to consider in your strategic marketing planning: 1. Personalization and Engagement Modern marketing delivery systems are sophisticated, offering consumers access to more channels of communication than ever. Contemporary healthcare marketing methods identify user interests and deliver timely, personalized and relevant content on a one-to-one basis. It’s about delivering the ..read more
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Takeaways from NESHCo 2017: Six Topics Healthcare Marketers Are Talking About
EVR Advertising | Healthcare Marketing Insights
by Briana Proctor
3y ago
We recently attended the 2017 NESHCo conference (New England Society for Healthcare Communications) and heard some great thoughts and ideas about communicating with consumers in our rapidly changing healthcare marketplace. This year’s theme was “Navigating Today’s Healthcare Environment,” and here are some takes on relevant issues that caught our attention. 1. Pricing – Consumers are placing more importance on payments and cost messaging, but they don’t understand how healthcare pricing works and don’t feel like they have any control. Patients are exposed to “generic narratives of pricing” due ..read more
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