Start 2020 off strong for health system success through evidence-based strategic marketing. Join us on January 23, 2020 in New York City for an exclusive coaching session for healthcare marketing executives to help achieve real results out of your marketing efforts building short- and long-term profitability, brand durability, and competitive advantage.Read More
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Hospitals’ 2016 Cardiovascular Rankings to be Impacted by U.S. News & World Report Changes
U.S. News & World Report (USNWR) is changing how it calculates its annual Best Hospitals rankings in Cardiology and Heart Surgery. The change will give new credits to hospitals that publicly release performance data…Read More
Do You Ever Feel Like Sybil? On the Road Toward Outpatient Services
Gabrielle DeTora of DeTora Consulting wrote an article in the December 2014 issue of Healthcare Marketing Report regarding the evolving jobs of healthcare marketers as we adapt to the changing healthcare industry. Do you ever feel like Sybil, with multiple personalities to fulfill the many marketing demands made on you from everyone from eccentric creativeRead More
What’s NEW with the 2014-2015 U.S. News & World Report Best Children’s Hospitals Survey?
U.S. News & World Report recently released its eighth annual Best Children’s Hospitals rankings, a guide to the best care for children who face life-threatening, or complex conditions or procedures. With various changes in the methodology behind the new ranking, it leaves some hospital leaders wondering, what areas do we need increase our focus? WeRead More
How the 2014 – 2015 U.S. News and World Report Changes Impacted Hospitals and Recommended Responses
U.S. News made several changes to the Best Hospitals rankings methodology, including adding new data in structural and patient safety components. The most significant change is the 10% weight given to patient safety, doubling from 5% of each hospital’s overall score (in most specialties). The role of hospital reputation, as determined through a national survey of medicalRead More
U.S. News & World Report Makes Some Considerable Changes to Its Best Hospitals Methodology
Every summer, when U.S. News & World Report releases its latest Best Hospitals rankings, it publishes the corresponding methodology, which usually reflects specific changes to one component or another. The upcoming 2014-2015 rankings are set to release this June or July, and U.S. News & World Report has already announced some important methodology changes. TheseRead More
What Healthcare Marketers Can Learn From President Obama’s Campaign Strategy
Political campaigning involves a tremendous amount of market research and advertising. Of course, their ROI is very simple—winning the election. TIME Magazine recently wrote an article that profiled one of the key components in Obama’s campaign strategy—data crunching. If Obama’s 2008 campaign invested in building robust databases of donors, voters, and volunteers, then their 2012Read More
Get The Best Results From Your Market Research
Conducting market research can feel like a daunting task, but it provides invaluable insights. To help focus your team, look at these three key areas: (1) competitive creative, share of voice, and digital analysis, (2) qualitative/quantitative consumer, physician and employee research, and (3) creative/digital testing. First, your competitive set is important when thinking about yourRead More
Taking Marketing Analytics to a New Level in the Digital World
Marketing analytics from digital and social media channels are essential. These channels are becoming ubiquitous and highly integrated into people’s daily lives. People are turning to these emerging technologies more and more for their healthcare needs, so there is a growing opportunity to engage and convert consumers through these channels. However, marketers must be preparedRead More
How and When to Align your Hospital’s Overall Brand and Personality with its Social Media Counterpart
What your social media content and visuals are saying should be consistent with your hospital’s brand messaging. However, how you deliver those messages should reflect the different personalities within each social media medium. Additionally, social media channels are meant to be two-way communication vehicles, so your messaging should be more conversational and informal. You’re not justRead More