Healthcare Checkup - October 2017

HCIC was a definite highlight this month with the newest digital and Internet developments – see our take. Plus, lots of other happenings and trends for you from DNA kits to virtual reality marketing to the opioid addiction public health emergency.

VITAMIN B & P

Top 11 takeaways from the 2017 Healthcare Internet Conference. Couldn't take yourself away for the HCIC this year? Here's our take on enlightening nuggets across web, CRM, SEO, digital and content marketing, including some useful, “nuts and bolts” tips. 

At home DNA kits help consumers take control of their health. By the year 2020, the world's consumer genetic testing market will reach $340 million. This includes 23andMe's personal  genetic  testing kits for 10 diseases. Find out what this means for the future of the healthcare industry.

How dentists can build business with content, counsel. Responsible for oral care marketing? Learn several opportunities along the consumer's dental journey to attract and convert new patients with an expertise positioning.

MARKETING SUPPLEMENTS

Bars now serving virtual reality to attract millennials. Virtual reality (VR) is popping up across markets from healthcare to travel. Now it's creeping into nightlife as clubs and bars attempt to attract a waning Millennial market. Are you ready to try it?

Gen We expects more from brands on social media. Just when your brand had figured out Millennial social media habits, Gen We comes of age and everything changes. For these tech natives, social media is as much a part of the conversation as IRL. See how smart brands respect the social code.

INDUSTRY PULSE

Stem the Tide: Addressing the Opioid Epidemic. The AHA released a toolkit that provides guidance, information, and case examples to assist members in tackling the Opioid crisis. Quite pertinent with the recent Trump administration declaration of opioid addiction a public health emergency.

CVS reportedly offers over $66B to acquire Aetna. What do the experts think that means to the healthcare industry and growing retail component?

MONTHLY DOSE.

Looking to market to all generations but don't have the budget? Not a problem. There's one common denominator across each audience. Can you guess what it is? Download our free guide, How to market healthcare to all generations, to learn more.

Healthcare Checkup - September 2017

Highlights here on how Hurricane Harvey is bringing out the best in healthcare workers, brands and doctors. Plus new healthcare social media insights, Ad Block strategies, and telltale signs of website demise.

VITAMIN B&P.

6 healthcare social media insights, with tips. Are you working in the world of healthcare social media? Here’s the perfect prescription for your digital properties. Just scan these six insights.  

5 doc training tips on patient-centered care. Did you know doctors wait an average of only 18 seconds before interrupting patients? Learn tips on understanding their mindset, physician empathy training and more to improve patient experience.

MARKETING SUPPLEMENTS.

Why the worst disasters can bring out the best in brands. While SE Texas begins its long recovery from hurricane devastation, one furniture store has transformed two of its locations into temporary housing for victims. Brands big and small can excel in a crisis, adding depth to consumer relationships.

Ad Block isn’t as scary as you think. Truth is, it’s manageable and even beneficial for marketers and consumers alike.

8 signs your website is past its prime. Time is not kind to websites. In the course of a year or even months, a high performing site can be dealt brutal blows that negatively impact results. Take a hard look at your site for telltale signs of aging.

INDUSTRY PULSE.

Hurricane Harvey and how you can help. Special message from AHA President & CEO Rick Pollack on the around-the-clock response of hospitals and health systems.

5 ways virtual doctors can help during a natural disaster. Harvey puts the importance of telemedicine in a whole new light. See it from the eyes of this Houston virtual medical physician determined to help the stranded.

Less than 1 in 10 healthcare organizations treat consumer expectation as a “high priority.” New Kaufman Hall study points to five key insights around healthcare consumer-based strategies.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide, How to market healthcare to all generations, to learn more.

Healthcare Checkup - July 2017

From moms venting on social media to a new ad campaign from The Coalition to Protect America’s Healthcare, we’re seeing lots of messaging about the ACHA. As if those young Millennials don’t have enough to worry about! Check out how to communicate with them as well as through videos, voice activated search, and patient education.

VITAMIN B&P.

Moms use social media to talk health coverage. Seen hashtags like #IAmAPreexisting Condition and #CSection lately? See why some frustration-venting moms are freaking out over proposed ACHA reform and how your brand might help them.

Healthcare marketing: Making privacy a priority for patients. While we love to share steps walked and medical triumphs, we want absolute control over our personal health data. What should your healthcare brand do to reassure that privacy is an absolute?

5 tips to boost video performance. Yes, video is hot, but only well-done video. Check out how you can make your healthcare videos outshine and out-click your competition.

MARKETING SUPPLEMENTS.

How to market to young Millennials.  It’s not all YOLO for the young Millennial, as this chronically stressed cohort worries about money, employment, even retirement.  Acknowledging and empathizing with their struggles can benefit your brand.

What you need to know about voice activated search and SEO. 50 percent of all searches will be voice activated by 2020. Is your brand ready?

INDUSTRY PULSE.

The Coalition to Protect America’s HealthCare just launched an ad campaign asking senators to protect the estimated 23 million Americans who could lose coverage under the AHCA. Running in 12 key states, the new TV spot queries, “Am I one of the 23 million? Is my family? My best friend?”

How hospitals use data for patient education. Speaking of personal health data, here’s an infographic that illustrates how to maximize data retrieval via pertinent patient education to boost outcomes.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Healthcare Checkup - June 2017

How can healthcare providers tap into the safety Millennials so crave? Should you be focusing your mental health campaign at university populations? Or should you stick with the SAD month of January? No worries, as you’ll be happy to see all the ways brands are empowering women.

VITAMIN B&P.

5 things Millennials want from healthcare. No longer a bunch of texting teens, America’s largest cohort is having babies and purchasing healthcare. Take a look at what they’re looking for.

A healthcare marketer’s cheat sheet: what to advertise and when. We all know about flu season and heart month, but what about some other opportune months to market your clinical services?

MARKETING SUPPLEMENTS.

6 top takeaways from Iconosphere 2017. From “play deficit disorder” to a world without smart phones, see what’s up and coming in future-forward ideas and consumer insights shared at this conference.

6 ways brands are empowering women in 2017. Kudos to Microsoft for encouraging young girls to stay in STEM and MCann New York for the statue of the darling girl facing off the infamous Wall Street Charging Bull.

INDUSTRY PULSE.

Have you added influencer marketing to your mix yet? Think maternity care, fitness and bariatrics. And how are your docs feeling about their workplace these days? Have you given them a forum to tell you?

What micro-influencers can do for you. These mid-level brand evangelists are loaded with authenticity and millennial appeal, and may warrant your attention in implementing an influencer campaign.

Here’s what doctors really think about where they work. Gain insight from one doc who appreciates giving his insight on a hospital focus group. Something to think about for physician retention.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common demoninator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Healthcare Checkup - May 2017

Are you putting your patients first? North Memorial’s recent campaign puts patients’ concerns and experiences at top of mind. Perhaps virtual reality is more your speed? Or are you preparing to respond to your direct competitors? Here’s everything you need to know.

VITAMIN B&P.

This healthcare system treats patients as valued customers. North Memorial is making sure patients are seen and heard.

MARKETING SUPPLEMENTS.

How marketers and users can benefit from virtual reality. Virtual Reality (VR) is becoming one of the largest opportunities using sight and sound to create real experiences without actually being present.

When it's smart to take jabs at the competition. A little competition can be a good thing. Especially when brands engage directly with competitors.

INDUSTRY PULSE.

Is your online presence up to snuff? As more digitally savvy Millennials become patients, they expect ease of use and interactivity when it comes to websites. See here.

Boost your online reputation. In the 21st century, you’re nobody unless you’re somebody online.

Serving the Millennial patient. As the millennial generation enters the workforce and becomes increasingly responsible for buying and accessing healthcare, organizations are gearing up for a new “regime.”

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Healthcare Checkup - April 2017

Do consumers’ self-care practices impact their healthcare choices? Today, 90 percent of consumers are already partaking in self-care activities. Could their ad-blocking and scaled-back social presence be a factor? Here’s the scoop.

VITAMIN B&P.

Self-care and what it means for healthcare marketers. You know it is 2017 when you can officially count a glass of wine or reading a good book as part of your self-care routine.

MARKETING SUPPLEMENTS.

Facebook and Google are losing the war against ad-blockers. Internet users worldwide had installed ad-blocking software on 616 million mobile devices and desktops by the end of 2016, a 25 percent increase from 2015 (491).

Social media users are scaling back: What this means for your brand. Today, consumers are becoming increasingly aware of and careful about their own and other’s social presence.

INDUSTRY PULSE.

What is your brand doing to promote community health? Did you know 95 percent of consumers say doctors are the most trusted sources for health and wellness information? See what else tops their list.

Next generation of community health. Hospitals and health systems across the country are focusing on community health and creating new ways to improve the physical, emotional, mental and spiritual well-being of all people in our communities.

Infographic: Patient preferences for online healthcare searches. Patients seek trustworthy information, but on their own terms.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Healthcare Checkup - March 2017

Let's face it, we've all Googled our symptoms before. That rash, pain or cough. According to Google, 1 percent of queries are symptom related. That's millions of searches surrounding symptoms and signs of illness. So, what does this mean for your practice or hospital? Let's break it down.

VITAMIN B&P.

How to get more patients to try telemedicine. Patients consult Google pretty regularly for healthcare advice.

MARKETING SUPPLEMENTS.

Snapchat vs. Instagram: Everything your brand needs to know. Debating which visual social platform is better for your brand? Let's break it down filter-by-filter, post-by-post, percentage-by-percentage.

INDUSTRY PULSE.

Is there something we should be learning from children's hospitals? And do you know how to empower patients, while also keeping their information private and secure? See here.

Children's hospitals form partnerships to boost revenue, serve more patients. With all the changes happening in the current healthcare climate, hospitals looking to thrive must take unique approaches to their operations.

How to make patient empowerment a reality. Patient empowerment promises to help improve medical outcomes while lowering treatment costs.

MONTHLY DOSE.

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest, greatest and free whitepaper "Communicating with Visuals."

Healthcare Checkup - February 2017

Out–are the days of looking good and in–are the days of feeling good, finally. Brands are taking a new approach to reach consumers looking to benefit their health. Today, consumers are looking for more relatable messages and attainable goals. They’re also looking to take a break from some of their social media feeds. But not after they indulge in a Facebook 360 Live video, of course. Let’s take a look.  

VITAMIN B&P.

Why brands are discovering new ways to advertise to fitness consumers. Look good, feel good? Consumers today might have proven that motivational message no longer effective.

MARKETING SUPPLEMENTS.

Deseat.me: A digital disappearance. Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance?

Facebook 360 Live: From a marketer’s view. 360 video is nothing new to the social world, but 360 video in real time is new to the world of Facebook.

INDUSTRY PULSE.

Looking to go beyond treating with a pill, healthcare firms are turning to mobile apps to help their patients. And if its personalized messaging, all the better. See here.

Moving beyond the pill in the healthcare sector. For the past several years, healthcare and pharma firms have been trying, with mixed success, to step up their beyond-the-pill programs.

Infographic: How to personalize patient marketing. The start of a positive patient experience begins with a consistent communication strategy.

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Healthcare Checkup - January 2017

Have you made your New Year’s resolution yet? Don’t fret, now’s a good time to reflect on the previous year. And 2016 was quite a year. Not only was it big for social media platforms (Instagram stories anyone?) but it was a monumental year for consumers. So much so, that some are drastically shifting their values in 2017. Take a look.

VITAMIN B&P.

Hospital system backs patient experience with refund policy. Patients increasingly want the same level of customer service at the hospital that they get at the Genius Bar, according to McKinsey & Company research.

MARKETING SUPPLEMENTS.

A year in review: Facebook. Every year brings advancements and enhancements—and 2016 was no different.

Instagram: 2016 year in review. 2016 was another very big year for the visual-based platform. In case you missed it, we present Instagram’s most snap-worthy moments of 2016.

5 consumer trends every marketer should know in 2017. Not only was 2016 a rough year, but it reshaped consumer values for 2017. Take a look.

INDUSTRY PULSE.

When it comes to content marketing, Ragan has a few tips to craft a great health story. And hospitals take heed, Medicare is watching.

It’s not brain surgery: How to tell a great health story. If you haven't done your time in the ranks of a newsroom before moving to PR, here are five simple steps from a health-reporter-turned-PR-pro.

Watch out, hospitals: Medicare’s planning to punish you if you misbehave. Pay-for-performance is here to stay. Hospitals better pay attention.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Healthcare Checkup - December 2016

Tis the season for giving, forging connections and the flu? Yes, that’s right. Let’s take a look.

Give: Rethink Breast Cancer has created thoughtful Give-A-Care products to gift one-by-one or send curated packages to loved ones diagnosed with breast cancer.

Connections: Celebrity endorsements may seem like a trend of the past, but they are still used in several marketing campaigns today. And believe it or not, Millennials are sticking with their pediatricians well into adulthood.

Flu: While the flu season is in full swing, Uber is making it more convenient for consumers interested in receiving the flu shot. See here.

VITAMIN B&P.

Rethink Breast Cancer makes it easy to show you care. The young women’s breast cancer movement has created thoughtful Give-A-Care products that help friends diagnosed with breast cancer get through the tough time ahead.

Healthcare marketing: Do celebrities still resonate? As we’ve recently seen in the latest Cigna TV spot, celebrities definitely capture our attention. (Especially when Dr. McDreamy is talking to us.) But, does this marketing tactic still resonate?

Millennials are sticking with pediatricians into adulthood. From 2002 to 2012, pediatric office visits by patients 19 and older grew from less than a million to 2.4 million.

Flu season driving you nuts? There's an app for that: #UberForHealth. The ride-sharing enterprise advertised their new promotional effort.

MARKETING SUPPLEMENTS.

Everything marketers need to know about paid search. How many times have you searched for something online? How many of those times did you search from your mobile device?

INDUSTRY PULSE.

From #GivingTuesday to patient centered storytelling, social media has seen quite the transformation this year. Take a look.

Healthcare embraces #GivingTuesday with innovative fundraising. With momentum on social media and a partnership with the United Nations Foundation, #GivingTuesday has quickly become a vast philanthropic effort led by Millennials.

How healthcare marketers use social media. Gamification. Disruption. Value-based messaging. See how healthcare marketers can tap into social media to share their brand message.

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Healthcare Checkup - November 2016

Are all your doctor’s appointments up-to-date? Cigna and Zocdoc want to make sure you are taking all preventative healthcare measures. Whether they are enlisting Dr. McDreamy or proposing employees to take their Unsick days, these brands just want you to schedule your routine health appointments. Take a look. 

VITAMIN B&P.

Talk about breakthrough healthcare marketing. From Dr. McDreamy to Turk, see how Cigna is getting all the TV doctors together for a powerful healthcare message.

Introducing the Zocdoc “Unsick Day.” As part of their preventative healthcare campaign, ZocDoc, the healthcare scheduling service, has proposed Unsick Day to allow employees a day off each year to attend routine doctors and dental appointments. 

MARKETING SUPPLEMENTS.

Tech shame or celebrate? Marketing to the smartphone gen. With the increase in smartphone owners, comes the increase in time spent on mobile. But is this an addiction or a media habit? Four brands are weighing in.

INDUSTRY PULSE.

Is promoting telehealth your next big marketing project? If so, are you using the right media tactics? See here.     

3 popular hospital, healthcare marketing trends. Hospital systems and healthcare companies are employing a greater variety of tools to reach and attract potential customers as new competitors continue to flood the market.

Leveraging your brand with telehealth: Intermountain’s keys to success. Does your health system’s brand matter when launching telehealth to your patients? What are the critical keys to success for launching video visits?

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Healthcare Checkup - October 2016

What comes to mind when you think of the words “health” and “wellness?” According to CEB Iconoculture’s latest IconoCommunities study on consumer definitions of health and wellness, there is very little distinction between the two. And brands are taking note. Speaking of brands, we participated in this year’s Society for Healthcare Strategy and Market Development (SHSMD) conference and marveled at the industry trends, keynote speakers and brands that blew us away. Take a look.

VITAMIN B&P.

And the SHSMD 2016 Academy Award winners are... From keynote speakers to industry trends, here’s everything you missed at the SHSMD 2016 Marketing Conference.

3 brands accepting the blurring of "health" and "wellness." To some, health and wellness go hand in hand. But consumers have a different opinion. See how these three brands are incorporating this into their messaging.  

INDUSTRY PULSE.

A few months ago, it was all about the power of video. Now, it’s all about the power of video testimonials. Is your brand participating? And are wearables really here to stay? Doctors’ prescribe wearables, apps and roller coasters? Let’s take a look.

Harnessing the power of video for healthcare marketing. Not only do video testimonials create for an emotional connection, but they are persuasive on digital media as well.

Health System’s ‘Genius Bar’ links patients’ devices for better engagement. Modeled after Apple’s Genius Bar, the O Bar is for patients that have been prescribed an activity tracking device or app.

Try riding a roller coaster to dislodge those painful kidney stones. What if enduring G-forces as high as 2.5 for three minutes could dislodge kidney stones? Would you try it?

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

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