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All Blog Posts (1,047)

Merchandising Your Marketing Effort

As healthcare marketing professionals, it is important that we

continually demonstrate our value to the organization. In a world where

much of what we do is not understood, showing impact to the bottom line

is the ultimate justification for our existence.



Beyond ROI, it is a good idea to continually communicate with stakeholders within our

organizations about what actions we're taking to market the

institution. Whether we're talking about PR, advertising, or… Continue

Added by Dan Dunlop on August 15, 2007 at 4:30pm — No Comments

A Primer on Healthcare Marketing Awards

It seems as though I get a mailer at least once a week from some new

awards competition that I've never heard of. The latest, just last

week, was the Blingy Awards.

I kid you not. The 2007 Blingy Awards honor excellence in television,

video, film, web and multi-media. Check them out at

www.BlingyAwards.com. By the way, their entry deadline is August…
Continue

Added by Dan Dunlop on July 24, 2007 at 8:10pm — No Comments

I Love This Business

This week I was reminded why I truly love this business. It is in large part because, as healthcare marketers, we get the opportunity to tell the world about innovative services, procedures and technologies that directly impact people's lives.



One recent example is Gamma Knife technology. My firm is currently working on a Gamma Knife campaign for one of our clients. Thanks to this technology, many brain tumors that were once deemed inoperable, can be treated with this non-invasive… Continue

Added by Dan Dunlop on July 20, 2007 at 4:00pm — No Comments

Rethinking Focus Group Methodology

Trying to keep up with branding and marketing literature is a major

challenge. New texts seem to be published weekly. Now there's a whole

new category of literature that uses advances in brain science research

to help us explain how consumers respond to advertising. Among other

things, this research indicates that the confidence marketers have

traditionally placed in focus group methodology has been based on a

number false assumptions including the following: 1.… Continue

Added by Dan Dunlop on July 12, 2007 at 4:00pm — No Comments

Are You Hitting The Right Nerve?

Lately my firm has been working with Tufts-New England Medical Center in Boston, which has meant a lot of time for reading on airplanes and in airports. Last week, on a flight to Boston, I read Barbara Lehman’s Hitting the Right Nerve. The book is about marketing health services to women. To some extent, Barbara Lehman was a pioneer in healthcare marketing when she published her 1987 text, Reaching Women: The Way To Go In Marketing Health Care Services. Having read her first book… Continue

Added by Dan Dunlop on June 8, 2007 at 8:02am — No Comments

The Color Purple & Rex Healthcare

Recently I ran across an interesting article in the Triangle Business Journal titled "Majority picks Rex as top Triangle hospital." Here's an excerpt from that article: "Rex Healthcare raced past its competition this past week as more than half

of the participants in the latest Triangle Business Journal poll voted

for Rex as the best hospital in the… Continue

Added by Dan Dunlop on June 8, 2007 at 8:02am — No Comments

Connecting with Boomers

Within this industry, most of us share the desire to communicate effectively with the large and affluent Boomer population. It is my belief that one of the best ways to capture the imagination of Boomers

is to understand them and speak to their primary emotional drivers

through your marketing. Of the advertising that we have tested with

Boomers, the creative that has resonated most powerfully has embodied

this principle. The UNC… Continue

Added by Dan Dunlop on May 1, 2007 at 4:00pm — No Comments

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