Bookmark this page. Here you’ll regularly find new healthcare marketing insights, advice and commentary from the bpd 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.
“By Any Other Name…” Benefits of a Content Audit for Your Healthcare Digital Marketing
June 4, 2015 By Paula Rae Forastiero Content Marketing, Content Strategy, Digital Marketing, Healthcare Marketing
Shakespeare has the right idea when he questioned the value of a name. Content Audits may sound like something to avoid, but in fact they’re one of the most valuable content strategy tools you have. Learn what goes into a Content Audit, what you should expect to get out of it and why you need one.
Cavemen Need Doctors, Too: How Healthcare Can Take a Lesson From the Insurance Industry.
May 28, 2015 By Vince DeMarinis Healthcare Marketing, Risk Taking
Do you remember an insurance campaign before the Mayhem Guy, Flo and Cavemen hit the scene? Probably not. So, take a page from the insurance industry and learn how to improve your healthcare marketing campaigns by breaking your own rules.
3 Things Healthcare Marketing Can Learn From Fashion Bloggers
May 21, 2015 By Sarah Brown Blogging, Social Media, Content Marketing
How can you help patients build a deeper connection to your brand? Take a page from fashion bloggers, like marketing phenomenon Chiara Ferragni, and build a synergetic relationship with your audience.
How to Engage Patients in a World of Marketing Overload: 3 Tips
May 14, 2015 By James Hale Healthcare Marketing, Risk Taking, Marketing Goals, Billboards
How do you cut through the estimated 5,000 visual messages the average city dweller sees in a day to make sure your marketing message is heard? Start with these three marketing fundamentals.
ROI: The Three Letters that Make Every Healthcare Marketer Squirm
May 7, 2015 By Kara Hoffner ROI, Marketing Strategy, Healthcare 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.
Product Quality vs. Service Excellence: The Choice is Clear for Ad Agencies and Health Systems
May 1, 2015 By Jason Brown Product, Service, Customer Service, Health System, Healthcare
Does a great product trump customer service? Not for most health systems. Can patients expect to receive quality care from both you and the competition? If so, your health system is probably a commodity and a great product alone isn’t enough. Get insights from BPD’s own customer service path as well as ideas for becoming the “Ritz Carlton of health systems.”
Marketing Transparency: McDonald's Main Ingredient
April 23, 2015 By Phil Smith Transparency, Risk Taking, Digital Marketing, Marketing Strategy
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
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.
There is No Such Thing as Quick and Dirty. Why You Need a Discovery Phase.
April 9, 2015 By Gina Wanless Discovery, Project Management
Ah the discovery phase… all that time spent talking, analyzing, scoping… It’s tempting to consider just skipping (or shortening) the discovery phase and trying to execute your project more “quick and dirty.” But there is really no such thing. And the time you spend in discovery now will save you time (and money) later. Here’s why…
Blog Like You Mean It: Four Tips for Healthcare Marketers
April 2, 2015 By Paula Rae Forastiero Blogging, Content Strategy, Healthcare Marketing
Looking for some ideas for your healthcare blog? Get four tips to help you find your next, highly-engaging topic: Forget what you know, Focus on Failure, Mine your connections and Stop when you’re done. It sounds simple enough, right? Learn how to use these four blogging tips to engage your readers and keep the fresh ideas flowing.