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What hospitals can learn from the Thanksgiving Day Parade

November 20th, 2013

by Jenn Riggle

Thanksgiving is a time known for pilgrims, football and eating way too much turkey. It also marks the beginning of the holiday season with the Macy's Thanksgiving Day Parade.

While hospitals may not be in the business of selling sweaters and scarves, they can learn some marketing lessons from the grand dame of department stores.

Celebrate your community: The Thanksgiving Day parade is not only a celebration of the holiday season, it also celebrates New York City. Hospitals need to celebrate the communities they serve. It's been said healthcare is local. However, being a local hospital is more than calling yourself a "regional medical center."

It's important to provide services that are relevant to the community you serve. For example, if you're a hospital located in North Carolina, in the heart of tobacco country and the Stroke Belt, you should provide different community outreach programs than a hospital located in Colorado, one of the healthiest states in the country.

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Must-follow healthcare marketing folks on Twitter

September 17th, 2013

by Nancy Cawley Jean

I've been on Twitter for almost five years now. It has become my go-to source for everything: research, breaking news, trends, healthcare marketing information and meeting wonderful people.

Over the years, I've used the list function in Twitter to easily organize the people I follow so I can quickly browse through categories like news outlets, journalists or healthcare marketing folks.

This post highlights some of those on my list because if you are in healthcare social media you should be following them too. Now believe me when I say this list is not all-inclusive. I know there are many folks who deserve to be included, but there's just not enough space in a blog post to single out all the amazing minds sharing healthcare marketing information.

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Hospitals add video to healthcare marketing toolkits

September 3rd, 2013

by Jenn Riggle

"A picture may be worth a thousand words," but to paraphrase a popular credit card commercial, "a video is ... priceless."

Videos have helped hospitals become better storytellers and create an emotional response with viewers, which ultimately, help drive engagement. Hospitals have used videos to humanize their brands, educate consumers, provide virtual tours of their facilities and provide real-time documentation of surgeries.

Each month, YouTube, the videosharing website, has 1 billion unique visitors, who watch more than 6 billion hours of video. It's no surprise YouTube has become the most popular social media platform among healthcare marketers.

And while YouTube may dominate the video space, two new video tools, Vine and Video for Instagram, are gaining in popularity. Since hospital marketing teams have limited resources, it's important for them to prioritize which video initiatives they should pursue.

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Aspirational marketing: Not just for luxury brands

June 18th, 2013

by Jenn Riggle

When people think about aspirational marketing, they think of the glitzy conceptual ads for perfume, foreign cars and other luxury brands. You know the ones I mean--I grew up watching Chanel No. 5's "Share the Fantasy" ad with a woman daydreaming by the pool or Cadillac's "Red Blooded Luxury" that shows the next generation of Cadillac drivers.

Both ads are selling more than perfume or cars--they're selling a dream and way of life.

So how does this apply to hospitals?

Hospitals play an important role in the communities they serve, but no one really wants to have to use their services. It's sort of like having an insurance policy you never want to use.

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Hospitals need a business-to-business-to-consumer plan

April 14th, 2013

by Jenn Riggle

The new buzzword in healthcare isn't a word; it's a bunch of letters--B2B2C.

Hospitals and providers are starting to develop business-to-business-to-consumer (B2B2C) applications to help them build stronger relationships with their patients, improve the patient experience and ultimately, help people manage their health.

A report from Minnesota investment banking firm Triple Tree highlights the evolution of consumerism in healthcare and how B2B2C models allow hospitals to create personalized tools that help consumers understand their healthcare costs and manage their health.

Once a staple in the e-commerce industry, B2B2C applications now are changing the way hospitals engage with patients. More importantly, they enable hospitals move away from promoting their service lines and quality scores to creating information that is jargon-free and meets patient needs.

=> Read more!

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