It’s the dawning of the age of Aquarius healthcare consumerism, and individuals these days take a far more active role in their healthcare decisions. Just as they do when they’re …
Idea Generation: 4 Quick Tips
Every award-winning ad or marketing campaign you’ve ever come across started the same way: as an idea. For larger healthcare organizations, throwing money at a think tank and other idea …
Humor in Healthcare: Add Color to Your Marketing Strategy
When you think of healthcare, the last thing that usually comes to mind is “fun.” It’s a serious matter, and the countless healthcare ads you see on TV and other …
Is Your AE Showing You the Love? 6 Surefire Ways to Tell
Actually, sometimes it’s tough love. As an account director at an award-winning healthcare marketing agency, I dish out plenty of it. I’m the one who tells creative that the edgy …
Six-Word Stories: Keys to Success
Which is easier to write well? A novel, or a haiku? You might think a haiku would be easier since it’s shorter. I’d argue the opposite. It’s actually much more …
Succeed with Seniors, Online
Recognize Bruce and Esther (shown above)? Their befuddlement with technology in 2011 made them, ironically, “internet famous” – with more than 12 million views on YouTube. They personified the frustration …
The Power of Words and Pictures: 5 Rules for Health Literate Design
You’ve heard the phrase, “A picture is worth a thousand words.” Jerry Siegel might disagree. You’ve probably never heard of Jerry, but you’ve heard of Superman. Everybody has. You probably …
Marketing Personas: 3 Ways to Make Sure Your Content Connects
All the really cool marketers are using them. They’re taking their cue from that oldest of marketing maxims: “Know your audience.” After all, the more we know about a prospective …
Beyond “Clean, Convenient and Compassionate” Breaking Through the Bland in Healthcare Marketing
There. Did you hear it? That low, dull hum coming from the healthcare industry. It’s the “me-too murmur” of countless healthcare marketers all saying the same thing: “Our hospital/practice/facility is …
You Won! Now What? Make the Most of Your Next Award
If you’ve ever been to the midway at a state fair, you’ve heard the cry. “EVERYONE’S A WINNER!” When I look at hospital marketing, I often hear that in my …