I cannot tell you how many times I’ve heard clients express disappointment in the results of their advertising efforts. My conversations on this topic generally begin like this: “Kevin, I ran an ad and got lots of phone calls, but only sold a couple of hearing aids.” “Kevin, I don’t think people read newspapers anymore.” “Kevin, I’ve got to come up with some new ideas
I am passionate about developing the training programs my clients and peers in the hearing industry have demanded. But sometimes they are like the horse who has been out in the sun all day. You can offer him life-saving water, but you can’t make him drink. For more than twenty years now, I’ve worked in the hearing industry. I know and understand what small business
Studies have shown that it can cost $250-$300 in audiology marketing expenditures to bring a new patient through your doors. That’s a pretty hefty investment, so the utmost care should be taken to ensure your marketing investment reaps long term benefits for your business. Jeannette Hait, owner and manager of Hearing Aid HealthCare in Palm Desert, CA and a MedPB.com client, is doing everything she
Planning is a critical part of your success as a business owner and whether those plans are operational in nature or have to do with increasing sales or marketing your practice, the key to your success is tied to your ability to execute the plans you make. Follow these steps to ensure success: Set goals: Goals should be put into writing and follow the S.M.A.R.T.
Over lunch today, we discussed how to play dominoes. Apparently, there are new games that are quite complex, but one thing hasn’t changed at all: after the leader sets the game in motion, the inevitable chain reaction follows. It struck us that – in dominoes and in organizations – every “move” by every “player” affects the final outcome and ultimately connects back to that first play of
With so many patient-facing changes in healthcare these days, it’s no surprise the role of the hospital community relations director is also changing. Once focused primarily on communications, advertising and outreach, today’s community relations directors now drive patient experience, hospital strategy and business development. Maybe the person who manages community relations at your hospital has a new title, maybe not. Regardless, the purview of the
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
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
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
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
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