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.

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?

In a New World of ER Marketing, Branding Still Rules

March 19, 2015 By Jessica Schmidt ER Marketing
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:

The Heartbeat of a Great Workplace Culture

February 12, 2015 By Sarah Brown Culture, Teamwork
The Heart of BPD Advertising Is Our People
BPD is known for transforming health systems and hospitals through integrated healthcare marketing.  But what else, besides our record-setting work, makes BPD a phenomenal agency?  Our people: the heart of BPD.  The human heart works on an “All-Or-Nothing Law,” meaning each time the heart contracts it does so with all its force.

Using In-House Creative Resources vs Hiring an Agency

February 3, 2015 By Vince DeMarinis Operations, Teamwork, Outsourcing
In-house vs Hiring Creative & Marketing Agency
The battle between marketing agencies and in-house marketing departments has been fought for decades. Can’t we all just get along? Maybe I should win a Nobel Peace Prize just for asking this. But why choose one over the other?

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
Project Planning For Your Next Campaign
“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, Brand Messaging
Should your hospital advertising be more emotional? Or appeal to people's reason. The answers is simple, but often difficult to execute.

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