An Infographic for Hospital Marketers Share of voice is a critical metric for consumer marketing. Quite often, when hospitals evaluate share of voice and competitive positioning in the context of the full competitive landscape, they find their ad spend is not enough. Why? Because increasing share of voice is essential to market share growth. For example, if your hospital is the local brand leader, excess
Hosted payment forms allow medical practices and healthcare organizations to securely accept credit and debit cards through their website. The actual payment page has the look and feel of the merchant’s site, but the entire transaction happens on a hosted, third-party server. This approach shifts the liability away from the merchant, helping to reduce credit card fraud, identity theft and security breaches. However, given the
Optimize your share of voice to grow market share As a hospital marketing leader, you know how noisy the competitive landscape can be. As the industry shifts toward a consumer-centric healthcare marketplace, it seems every hospital and health system is vying for the same patients—and they all have advertising dollars devoted to buying the largest megaphone. In today’s hyper-connected world, consumers are bombarded by advertising
Insights from Carol Dobies, CEO and Founder of Dobies Health Marketing As a member of the 25 Under 25® Class of 2016, Dobies Health Marketing was proudly named among several outstanding Kansas City small businesses earlier this year. Recently, CEO and founder Carol Dobies, MBA, spoke with Kelly Scanlon on Smart Companies KC Radio to discuss the driving force behind Dobies Health Marketing and its
In this new world of a consumerism, the health industry is on the hook for going retail. To effectively complete in this new consumer-centric world, healthcare organizations such as medical groups and hospitals must focus on customer service, quality and price transparency . That means providing patients with high-quality care at competitive prices.
Why Healthcare Marketing Leaders Need to Inspire Others in the Organization to Deliver on the Brand Promise When we present a strategic marketing plan to a hospital, for example, we start with a simple statement that has enormous value. It sets the tone for the entire data-driven document: “The strategic marketing plan is a blueprint to support organization-wide growth. It is used by hospital and
There is a movement underway in healthcare A transition is occurring from the status quo of traditional fee-for-service to more of a retail market where the patient is at the center. In the retail world, we typically know what something costs before we buy it. Yet in healthcare, patients undergo tests, surgery and other services without fully knowing the complete cost of those services until
Consumer healthcare marketers know millennials – generally defined as people born between 1980 and the early 2000s – are one of the most challenging segments to win over. There are countless blogs and articles about how millennials think, how to reach them and how to motivate them to act. So let’s turn the conversation around and take a moment to look at how the millennial generation
In his book, Good to Great, nationally recognized business author, Jim Collins, references the Flywheel Effect as key to an organization’s success. This concept has long guided my strategic leadership capabilities as a healthcare marketing professional. As the former Vice President of Marketing for a major academic medical center, I developed marketing strategies designed to position the organization as a market leader. I analyzed data, combined
Leverage the power of market data to drive marketing and positioning strategies Is your strategic marketing plan used by everyone as a blueprint for organization-wide growth, or is it perceived as a tool for the marketing department to execute? When you present your marketing objectives to your Board of Directors and C-suite, you can’t just talk about creative campaigns and tracking metrics. Your plan must
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