Great Marketing: Be Interested, Not Interesting

Great Marketing: Be Interested, Not Interesting

Here is some great advice about making and keeping friends in life: Be interested, not interesting.

It’s also the best advice for marketers – especially marketers of healthcare providers.

Yet most of healthcare marketing is nothing more than trying to be interesting. What results is corporate narcissism - talking exclusively about how great, competent, technologically savvy, world class or whatever our doctors and hospitals are.

We have misinterpreted the research about our brand position by bragging about ourselves. Corporate narcissism.

What patients want us to do instead is to care about them. To be truly interested instead of trying to be interesting.…

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Healthcare Marketing Trend Is Direct-to-Consumer

Healthcare Marketing Trend Is Direct-to-Consumer

Employers have started a trend: provide a lump sum of money to employees to purchase their own healthcare on the exchanges or elsewhere. Employer paid and managed healthcare will soon be a thing of the past – at least it will be a lot less common. So what does this mean to healthcare marketers? It means you must get good at consumer marketing (“B2C”).

I just spoke to a great source at a large health system. She said many large employers are having the same epiphany: Why are we managing healthcare provider selection for our employees? It is a big hassle and a big needless expense.…

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To Build Patient Volumes, Serve Up Some Advocacy with that Bragging

To Build Patient Volumes, Serve Up Some Advocacy with that Bragging

Resist the temptation to tell the world how great your outcomes and doctors and hospitals are – and your patient volumes will increase.

The key is to get out into your communities and do something of value for the people in your community, such as wellness training, early detection, and prevention education. This is how patients actually get into the system when they need your services. AND, it is also the way to improve the health of the population you assume risk for in the era of health reform.

Remember: Nobody Sees a Bragadocious Advertisement And Chooses a Hospital That Way

There is no evidence or case study anywhere validating branding ads an effective tactic to build market share.…

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9 Ways for Organizations to Build Consumer Trust that’s Good for Business

9 Ways for Organizations to Build Consumer Trust that’s Good for Business

A panel of experts at the SXSW conference explored how organizations use Wellness & Advocacy to build consumer trust.

As we all know, taking a position on the good of the community is much more powerful than just supplying a product or service. But how do you use Advocacy of an issue or position to build trust and win loyal customers? Read ten key elements below:

10 Steps to Build Trust (and consequently business):

  1. Listen and implement ideas from the community
  2. Share your values – not only your products or services – but what you believe.
  3. Answer your consumers’ concerns directly
  4. Aggregate or curate useful information
  5. Serve as a resource or guide for the community – this is more active than #4
  6. Set expectations on what you do and why – be specific about both what you do and what you choose not to do
  7. Focus on setting a clear mission for employees – this is more important than just explaining to consumers
  8. Communicate results and outcomes – use case studies or illustrations to explain your position
  9. Recognize both sides of any issue or data

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