The 2016 New England Society for Healthcare Communicators (NESHCo) conference promised a reboot and reimagining of health care strategy. And one thing is clear: We’re rebooting it with content, and lots of it. Content will win the day with meaningful consumer engagement, fostering new patient relationships and creating ongoing dialogue and brand loyalty.
Across the many valuable sessions 3 themes emerged for producing successful content:
- Be Simple
- Be Nimble
- Be Practical
The relevancy of current health care brands is under distress in the era of population health given the collision course of these two concepts: Wellness and Consumerism. On the one hand, value-added health care is rooted in the paradigm shift to keep populations well and minimize hospital intervention. On the other, given more patient financial responsibility and higher deductibles, consumer control and choice is greater than ever when “shopping” the price of health care. Read more
H&HN Magazine recently reported about health systems partnering with ride sharing services Uber and Lyft in order to help patients find reliable transportation for their appointments. It’s important for health care communicators to understand why that’s not surprising and how the new model of health care will continue to drive health providers to innovate around new ways of engaging with patients.
Creating integrated designs across traditional and digital media can be daunting for hospitals and health systems that are battling marketing budget cuts, lack of centralized resources, or even lack of resources at all. Here's a tutorial on how to tackle this common challenge.
Most of the time we spend our days helping hospitals and health systems finding a unique point of difference. Putting a finger on what makes them special and what gives patients a reason to believe. Today, we’re here to tell you what’s not special about your health care organization. And that’s the roadblocks you put in your own way. Believe it or not many of the challenges you face that are getting in the way of your brand-building initiatives have been faced before by your peers and like organizations. Here is a list of some of the most common we hear from our clients, and some tips to overcome them: Read more
When to take consumer input under advisement.
Consumer research in the marketplace is so important to gain real-time, objective feedback for any branding initiative. The question is: how much weight should that research be given? Research is not enough in and of itself to elevate your brand. To have a successful brand re-launch, this consumer learning needs to be considered with input from the various internal stakeholders to carve out an ownable niche. We have done numerous branding initiatives for hospitals, health systems and AMCs. Here are 3 ways consumer research can impact the branding process (done with this week’s World Series in mind): Read more
Now that we are back to our routines and into the throes of Fall, we thought it would be a good time to reflect back on the 2014 WHPRMS conference. It was anything but routine, and there was much to soak in. The buzz from the sessions, the exhibit hall and the receptions was around 3 topics: Brand Re-Engagement, Digital Behavior and New Metrics: Read more