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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.

=> Read more!

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!

Patient-centered care must-haves: Convenience, flexibility

January 9th, 2013

by Jenn Riggle

With patient satisfaction now tied to reimbursement, hospitals are focusing on the little things that improve people's hospital stay. They're hiring consultants from Disney and Ritz-Carlton to teach them how to improve patient experience, address complaints and add a compassionate touch to serious medical care.

While these are important, they are only part of the equation. In today's multitasking world, people are trying to find ways to squeeze exercise and doctor's appointments into their already busy schedules. And with the rise of urgent care centers and clinics, people have more choices than ever about where they go to receive care.

That's why hospitals must remember one of the important tenets of customer service: Know your customer and provide services that meet their needs.

=> Read more!

Humanity: The heart of patient experience success

December 19th, 2012

by Jason A. Wolf

As I look back at all that was written and shared during this past year on patient experience, not only in my previous blog posts, but in the words shared by so many--patient experience leaders, caregivers, hospital administrators, physicians, patients and family members--I was moved to find compelling, powerful and even emotional themes.

As readers, you were drawn to the stories shared about the experiences people had and it brought home an important point. As much as we in healthcare strive to provide the best patient and family experience, enact effective strategies and tactics, and implement the required policies, we must remember we are patients and family members ourselves.

In the talks I share and in visits to healthcare organizations, I witness what I believe rests at the core of the healthcare experience--we are human beings taking care of human beings.

=> Read more!

Social media advertising is 'secret sauce' to engagement

November 28th, 2012

by Jenn Riggle

Social media advertising may seem like selling out to hospital marketers.

Although we may not like to admit it, we tend to be social media purists. Blame it on our Pilgrim ancestors and their puritanical ways, but marketers often believe if they don't organically earn social media followers and drive engagement, it's not genuine. Oh, we may be comfortable purchasing some ads on Facebook, but developing a social media advertising strategy seems like cheating.

That's why it's important for hospitals to put aside their misgivings and think seriously about how they're promoting their content. Social media advertising might drive people to your Facebook page, video or website, but you need great content to keep them coming back.

=> Read more!

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