Our Blog

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.

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. 

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
Time For New Content: Ideas For Your Healthcare Blog
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.

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 Hospitals
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?

In a New World of ER Marketing, Branding Still Rules

March 19, 2015 By Jessica Schmidt Service Line
Branding Helps You Stand Out In a Crowd
While hospitals undergo profound changes to improve patient emergency room experiences, one thing still rules ER campaigns: Branding.

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.

Can your large brand really feel local?

March 5, 2015 By Jessica Schmidt Local Marketing, Social Media
McDonald's Tumblr Shows Local Signs
I admit, I like McDonald’s marketing; I have even before I knew what marketing was.

The Marketing World Has Moved On. Has Your Hospital Moved On With It?

February 26, 2015 By Jason Brown Converged Media, Healthcare Marketing, Digital Marketing
Social Media & Digital Icons
“I want to deliver truly integrated traditional and digital campaigns for our healthcare clients.” I think I first spoke these words in 2011. My team knew what I meant.

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: