Branding

5-Star Reviews Drive Prospects to Vascular Surgeon; How Effective is Your System for Capturing and Promoting Good Physician Reviews?

When Dr. Tif Siragusa asks new patients why they chose him they say, “Because you had good reviews.” Siragusa’s reviews on Healthgrades and Vitals have more than doubled in less than two years since he began using a reputation management service developed by Boston-based MDConnect. The service, ReviewMD, is built around a dedicated review website, Read More

Is Organic Reach Dead on Facebook?

Late last year, Facebook announced on its blog, “Pages that post promotional creative should expect their organic distribution to fall significantly over time.” In a related post on the same day, Facebook assured businesses that, “Pages still matter — a lot,” and for emphasis, added, “In October, for instance, nearly a billion people visited Facebook Read More

LinkedIn: 4 Hospitals, 4 Unique Strategies

linkedin logo

By Spencer Hunt What’s the best strategy for hospitals using LinkedIn? Consider these two examples. The updates Vanderbilt University Medical Center posts on its LinkedIn page frequently congratulate doctors on their awards and promotions. Advances in malaria and scoliosis research are celebrated, and job openings at the Nashville hospital—particularly for nurses—are featured. Almost 500 miles Read More

The Best and Worst of Celebrity Endorsements in Healthcare Social Media Marketing

by Jennifer Redmond Only in this day and age would a high school student’s tweets garner the attention of  White House staffers and earn a spot in national headlines. But that’s exactly what happened as the hashtag #ThanksMichelleObama made its way up the trending charts in mid-November 2014. Accompanying the sardonic hashtag were unappealing photos Read More

Creating Your Own Newsroom: Brand Journalism Offers New Strategy for Hospitals

by Sheryl S. Jackson How does a healthcare marketer cut through the noise of all of the advertising and promotional messages directed at consumers today? Obviously, the answer involves sending the message through the right media at the right target, but some health systems are adding a new tool to the marketing mix—brand journalism. “This Read More

Viral Videos Provide Multiple Ways to Share Organizational Stories

by Cheryl L. Serra What can you do with five minutes? As healthcare marketers are discovering, you can pack a lot of tears and tissue-grabbing—or guffaws, giggles, and sing-alongs— into five minutes. Healthcare organizations are increasingly turning to the power of video to showcase the emotional aspects of what they do, leveraging the relatively short Read More

Consolidating a Hospital’s Brand Presence on the Web

by Ted Balowski Having an effective Web presence is critically important for a hospital or healthcare organization, but how should that presence appear for a brand with more than one location? Is it a good idea for a brand with multiple locations or offerings to consolidate efforts? In the past decade, there have been profound Read More

Using Condition Content to Lead Patients to You Online

by Mike Maloney and Katrina VanTyne In 2012, Google published a landmark study about the hospital selection process, “The Digital Journey to Wellness.” According to the study, 75 percent of searches by prospective patients revolve around four specific areas: conditions, diseases, symptoms, and departments. Our web team at Fletcher Allen Health Care in Burlington, VT, Read More

Lessons Learned in Building the Brand Through Health Content and Social Media

by Mark S. Gothberg Conventional Thinking Often Wrong With its total national awareness far below that of Mayo Clinic and Johns Hopkins Medicine, Cleveland Clinic decided to take a novel ap­proach to building the brand. In March 2012, Cleveland Clinic launched Health Hub, a site very different from the organi­zation’s primary website at www.clevelandclinic.org, and Read More

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