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.

Marketing to Moms: The New Face of Millennial Motherhood

June 22, 2017 By Jason Brown Healthcare Marketing, Marketing Strategy
Millennial Mom
When you market to moms, make sure that you understand your target. Are you still targeting the traditional perceptions of moms like “Claire Dunphy” and “Clair Huxtable”? Before you create your mom-specific marketing plan for your health system, learn how to adjust your targets to reflect the evolving lifestyle and needs of today’s moms.  

YouTube TrueView: a Healthcare Marketer's Knockout Punch Against the Competition?

December 14, 2015 By Sadie Howes Digital Marketing, Marketing Strategy
Everyone's Watching YouTube
YouTube’s new TrueView for Shopping feature makes online shopping more user-friendly—but how can healthcare marketers benefit? Find out.  

Marketing Your Latest Healthcare Award

October 9, 2015 By Jeff Goldman Healthcare Marketing, Marketing Strategy
How To Market Healthcare Awards
Your hospital just won a coveted industry award, and your patients deserve to know that you’ve been recognized, right? Possibly not! Learn when (and how) to market your healthcare awards and accreditations. 

Surprise and Delight Campaigns – 5 Reasons Healthcare Marketers Should Take Note

September 17, 2015 By Sadie Howes Healthcare Marketing, Marketing Strategy
A Surprise & Delight Classic: The Lollipop
Looking for an effective, and underused tool, to boost your healthcare marketing? Here are five reasons to consider a Surprise and Delight campaign.

ROI: The Three Letters that Make Every Healthcare Marketer Squirm

May 7, 2015 By Kara Hoffner ROI, Marketing Strategy, Healthcare Marketing
ROI of Your Website & Digital Marketing
ROI may be the Holy Grail of healthcare marketing, but it doesn’t have to be as elusive. Learn how we restructured an Ask the Doc campaign to get to an accurate ROI for Holy Cross Hospital.

Marketing Transparency: McDonald's Main Ingredient

April 23, 2015 By Phil Smith Transparency, Risk Taking, Digital Marketing, Marketing Strategy
McDonald's Marketing Focus on Transparency
Over the past few years, McDonald’s has added a new ingredient to its marketing strategy: Transparency. We take look at the campaign, the market forces behind it and its likely ROI. Plus, what lessons we can apply to hospital and healthcare marketing.

6 Ways to Market to Potential Patients (Instead of Internal Stakeholders)

April 17, 2015 By Gayle Toth Marketing Goals, Marketing Strategy, Marketing, Healthcare Marketing
Marketing Strategy, Focus On Audience
We’ve all had to fight the good fight—balancing what’s needed for our brand strategy with what’s politically desired by our internal stakeholders. Here are six strategies to help you execute campaigns that succeed in marketing to your target audience instead of just pleasing internal stakeholders. 

Advertising in Hospitals: The Power of Onsite Marketing

March 26, 2015 By Gayle Toth Onsite Marketing, Hospital Marketing, Healthcare Marketing, Marketing Strategy
Onsite Marketing, Advertising In Hospital
So many of Hospital Marketing teams’ strategic planning discussions revolve around activities that only focus on getting patients in the doors of the hospital. Of course, this is extremely important--patient volumes keep those doors open. But what happens once they are in the door?

How risky is a "safe" ad concept?

March 12, 2015 By Jeff Goldman Risk Taking, Healthcare Marketing, Marketing Strategy
Take a Risk vs Safe Choice
You’re a healthcare marketing director. You’re standing over a table of proposed ads, looking for a few to run in the upcoming months. Most of them are exactly what you would expect: the same message you usually run, the same language and the same visuals.

Do Your Employees Know What You Stand For?

February 19, 2015 By Pam Doerflinger Brand Ambassadors, Marketing Strategy
Connecting Employees With Brand Identity
This article by John H. Fleming and Dan Witters, about using your employees as brand ambassadors, is a great read and a spot-on summary of a gating issue for many of our healthcare clients:

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