Our Blog

Bookmark this page. Here you’ll regularly find new healthcare marketing insights, advice and commentary from the bp|d team. We explore a wide range of topics covering hospital advertising, digital strategy, healthcare marketing trends, media planning, creative development, consumer psychology, brand storytelling and much more.

The right way to begin a project: You might not want what you think you want.

January 27, 2015 By Amanda Harrison Project Management, Marketing Goals, Marketing Strategy
“Yes ma’am” is for your mother. You don’t want a marketing partner who says that when you request a project. You want a partner who helps you meet or beat your end-goals, expectations, objectives and KPIs. And the digital solution that best achieves your goals might not look like what you initially had in mind. 

The Role of Emotion & Reason in Hospital Marketing

January 20, 2015 By Richard Bell Marketing Strategy, Healthcare Marketing
In the world of advertising, whether communications should be more emotional or more rational has been a debate that has gone on for decades. Luckily, a lot has been written on this subject in the last few years, especially in the area of cognitive science.

Extend Hospital Brand Reach with a Premium Virtual Tour

January 13, 2015 By Jessica Schmidt Premium Virtual Tour, Marketing Strategy, Technology
Imagine being able to provide tours 24 hours a day, seven days a week, of your newly renovated women’s center. Imagine allowing women from all walks of life the chance to see for herself the investment you made in not only space, but in technology and the staff of dedicated nurses and physicains that are there to care for her.

Top 7 New Year’s Resolutions for Digital Marketers

January 5, 2015 By Porter Huddleston New Year, Digital Marketing, Healthcare Marketing, Marketing Strategy
There’s no crying in digital marketing. No matter how emotionally invested you are in the third-party, uber-expensive, proprietary CMS you are renting to run your hospital website with no hope of approaching even a hint of ROI, your

Why You Need an Open Source CMS to Run Your Hospital Website

December 30, 2014 By Phil Smith Drupal, Open Source, CMS
What is a CMS?

Cure these four mistakes if you want improved marketing outcomes. (And other musings from a fellow healthcare marketer.)

December 22, 2014 By Jason Brown Marketing, Operations
I love blogs like this. The author (me in this case) stands on a pedestal and shouts what is wrong with the world (in this case we are talking about the healthcare marketing world). Of course, the implication is that since I can diagnose the disease I surely must be an expert on the treatment.

Why Your Hospital Marketing Division Needs a Gap Analysis Now

December 3, 2014 By Gayle Toth Marketing Strategy, Marketing Budget, Marketing Staff
No matter how many new team members you onboard, does it still always seem like you don’t have enough people in your department to get everything done? How do other hospital marketing departments do it all? You know, the ones that seem to be firing on all cylinders, both in traditional and digital. 

Billboards: Tried and True and Still Good for You

November 26, 2014 By Ward Parker Advertising, Healthcare Marketing
As the official old-timer of our agency, I will go ahead and play to stereotype and not write about the latest trends in social media or the newest technical innovations to disrupt healthcare marketing. No, I will write about perhaps the oldest medium of all: outdoor advertising, in particular, the billboard.

5 Things to Look for When Hiring a Digital Agency

November 26, 2014 By Porter Huddleston Healthcare Marketing, Advertising
It’s not that hard to choose a standout digital marketing agency. First of all, there are very few who specialize in marketing for healthcare systems and hospitals. It’s like picking the love of your life. You want someone with intelligence, passion and integrity.

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