Education is a core component of a marketing strategy. As I mentioned in “Educate. Engage. Empower: Keys to Marketing Strategy,” paying attention to how your strategy educates your prospective client, patient, or referral source is a solid starting point in message and strategy development. Let’s talk about how to use education to improve your marketing…
How do you know if the marketing strategy you’ve developed for the launch of a new service or initiative will work? You don’t – not until you try it. However, keeping three words top-of-mind as you develop your strategy can help. Educate. Engage. Empower. Why these three words? Marketing strategy should educate the audience, engage…
As I think about healthcare marketing in 2017, my curiosity leads me to wonder what new challenges or trends we need to anticipate. Whether you are a marketing director in a healthcare organization or a clinic manager with marketing responsibilities in your job description, understanding future trends is important to the success of your marketing…
Prescriptions are a mainstay in a busy clinic or hospital. Simply put, it is a call to action given to your patient. If you aren’t seeing actions from your marketing efforts, your prescription isn’t working. Your audience doesn’t know what you want them to do. Prescribe an action Take a page from your clinical playbook…
I often share the leadership lesson hidden in Broadway musical Kinky Boots. It seems crazy but as I explain the connection, great conversation follows. About Kinky Boots In the story, Charlie – the straight-laced, reluctant shoe factory owner – discovers his recently deceased father kept the factory going despite not having any shoe contracts. His…
What motivates and inspires you – keeps you excited about work & life? Are you using that belief every day to achieve your dreams? Finding my why helped me to get closer to achieving my dreams. Four years ago when I started my consulting business, I needed to answer this for myself. I realized that…
Our business purpose represents the why – or central mission – of our business. Does it fill your jar like a rock would? Or do pebbles and sand take up too much space and attention? Let me explain further… Think of your business in terms of a jar filled with rocks, pebbles, and sand. You…
Twenty years ago, keeping the community healthy was the primary objective of the hospital where I started my healthcare marketing career. Brand journalism was our go-to marketing strategy. It just hadn’t been named yet. Our plans focused on smoking cessation, weight management, diabetes education – services, that if utilized, kept people out of the specialist’s…
As a leader in your clinic or business, you are faced with marketing challenges every day. Having a marketing director can bring clarity and opportunity to your marketing strategy. What should we do to introduce the new (insert any new product, service or feature) to the market? What can we do with the mailing list…
How do you determine the return on investment for Physician Liaison efforts? This question was asked during the comment session of my NERVES conference presentation. My initial answer: continually monitor the physician liaison’s success against the initial objective – the reason you decided to develop a liaison service, most likely to increase referrals. The cut-and-dry…