Healthcare Communications from the Outside In
When your healthcare organization communicates with the public, remember this: Your employees are listening too, and the messages you share externally will certainly reverberate internally.
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Health Insurance Hotbuttons: Trust, Access, Cost
As our team works with clients on upcoming enrollment periods and adjusting to federal changes in health insurance marketplace eligibility and coverage, it’s a good time to assess public sentiment in the health insurance space. A review of secondary research, along with our own primary research, reveals a complex mix of attitudes and expectations.
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Prioritizing Empathy in Digital Healthcare Marketing
Among marketing efforts, healthcare marketing demands a high level of understanding of your audience. Empathy toward the sensitive situations and emotions of people who need healthcare services is paramount. By ensuring your strategy and messaging are attuned to your prospective customer’s situation, you’ll position yourself to responsibly encourage engagement. Keep these four steps in mind…
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Developing a Patient-Centered Content Marketing Strategy
Content marketing is vital for healthcare organizations, so it’s not surprising that 83% are in some capacity engaging with content marketing. Yet, 58% state their efforts as only somewhat effective. One of the questions we hear most often from our clients in healthcare is how to create content that resonates with their audience, in addition…
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Authentic Patient-Based Story-Telling is the Conduit to Patient Acquisition
The path to becoming a National Cancer Institute (NCI) designated cancer center is a labyrinthine commitment to physician recruitment, research, and capital investment in the most effective equipment needed to provide optimal treatment. NCI designation is an exclusive status. And having worked in the space for years we understand the commitment required to earn this…
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How Rapid Response To Regulatory Change Can Win Market Share In Healthcare Marketing
In the sometimes complex and always regulated world of transfusion medicine, marketplace conditions can change quickly as new healthcare regulations are adopted. Effective healthcare marketers are prepared to shift messaging and competitive focus at a moment’s notice to adapt to changing regulatory conditions. How would you respond? For our client Verax Biomedical, that change came…
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The Importance of Storytelling in Healthcare Marketing
Now, more than ever, there are tools and methods available to allow marketers to understand what makes people tick. It is crucial we appreciate the wants, needs, and habits of each and every one of our personas to be relevant in an incredibly competitive marketplace, like healthcare marketing.
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Cutting Through the Clutter in Your Healthcare Communications
There’s a lot of talk these days about the challenge of “hard to reach” audiences. Many times, these demographic groups or population segments are not truly difficult to engage. They just live outside the daily experience and cultural competence of many agency and client communicators. How can your healthcare institution – which actually does the…
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Risqué HIV Testing Campaign Resonates (and Feels Pretty Good)
Last year, the Rhode Island Department of Health asked us to create a campaign that would encourage people to get tested for HIV. Experience has taught us that delivering important messages to niche audiences can be challenging, so we developed several concepts that ranged from the unequivocally safe to the undeniably raunchy. Fingers crossed, we…
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