Branding is a verb. It is an action you take, either on your behalf or that of a company, to create and reinforce the place you hold in your customer’s mind. Brand is a noun. A brand is what people say about you when you aren’t around. It is the impression a person has…
After six years in business, what lessons have I learned? Wow. Six years?!? Some days it feels like yesterday and other days it feels like a lifetime ago. A former colleague told me I am a very different person now than I was when I worked with her in Marketing and Communications at UI Hospitals…
What is your brand? If you are asked that question, how do you respond? Do you describe your logo and designated colors? Maybe you talk about it in terms of descriptive adjectives, similar to how you’d describe a friend or trusted colleague? Or maybe you reply with the purpose of your business? To understand your…
I recently spent two days at the Iowa Cancer Summit, which included the release of the updated Iowa Cancer Plan. The Cancer Plan’s goal is to reduce the burden of cancer in Iowa. It was a full two days of talking about cancer – new treatments, prevention, causes, access to care and other necessary resources,…
October is Breast Cancer Awareness month. Over the last several years, this month has become synonymous with the color pink and building awareness for the disease. Each year you see more and more pink – endorsing the campaign on products, announcing a fundraising, promoting awareness and prevention of the disease that affects so many women,…
Do you struggle to prove the ROI of memberships and sponsorships? As a business leader, being approached about memberships or sponsoring a charitable event or non-profit organization likely leads to your own questions of value. Will your business see a return on investment (ROI)? Professional organizations, non-profit events, sports teams – opportunities cross your desk…
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…