What’s New at Onspire Health Marketing

In-Depth Interviews (IDIs): Exploring the Hearts and Minds of Healthcare Consumers

Recently, we heard some compelling stories about a client’s brand. We were conducting consumer in-depth interviews (IDIs) to better understand how people make personal healthcare decisions, as well as their perceptions of our client’s brand. As we listened, we were impressed by the passion and honesty each participant shared—a benefit that’s relatively unique to IDIs. Focus groups, on the other hand, tend to be dominated by a

December 7, 2011

Brand Promises in Healthcare: How to Deliver through Patient Touch Points

Healthcare consumers are more empowered than ever to choose according to their perceptions, and they know it. As health plans get more flexible in letting people pick providers – and online platforms enable word-of-mouth to cover more ground at faster speeds – the competition to be anyone’s provider of choice is fierce. Which brings me to the importance of patient touch points—those many opportunities for

November 7, 2011

SHSMD Word Cloud Finds the Focus of Today’s Hospital Strategists and Marketers

In our last post, we talked about word clouds and their practical uses beyond the blog. This week, we’ll continue that discussion in lieu of our recent discoveries at SHSMD Connections 2011, an annual conference hosted by the Society for Healthcare Strategy & Market Development. The event was a meeting of the minds from all levels of hospital communications, and the word cloud was our way

September 27, 2011
Healthcare Marketing Tip #28

Healthcare Pros Explore Patient-Centered Care

Last year we developed a deck of 52 marketing tips and collected more from our peers at SHSMD. A big “thank you” goes to Lisa Crockett, Manager of Strategy and Business Development at Providence Health & Services for this month’s Healthcare Marketing Tip: “Before starting any marketing effort, think about what patients will experience.” Hospitals and other healthcare providers that differentiate themselves by building a

March 25, 2011

Make Your Key Messages FAB-ulous

Developing key messages can take time and patience, but by identifying the features, advantages and benefits (FABs) of your offering, you can ensure consistent, targeted messaging across all communication platforms.

June 10, 2010

Brand Audits Reveal What Healthcare Brands Are Really Saying

Brand is about what you do, who you are. It’s your DNA. Why is it then that so many still consider brand to be about the look, the feel, or the words on a page? Ask yourself this: The clothes you wear create an impression, but do they fundamentally change who you are? No. The same is true with brands. At Dobies Health Marketing, we

May 10, 2010

What Is Your Healthcare Brand Really Saying?

Brand audits can help leadership understand how well the brand aligns with the organization’s strategic priorities and core values, and they can create a road map for both marketers and executives to use in improving the brand’s overall authenticity.

May 9, 2010