In marketing, the key to success is a unique point of differentiation conveyed as a clear, consistent, sticky brand message. Any brand that can become synonymous with its unique market position has real potential to become the brand leader, forcing all other brands in the same space to find other ways to differentiate themselves. Brands […]
Corporate social responsibility is good for healthcare. There is a growing body of evidence around the benefits of corporate social responsibility (and its more modern, team-inclusive counterpart, corporate social engagement). A strong strategy can help build consumer loyalty, recruit and retain employees, and differentiate the brand in a competitive market. Regardless of the brand benefits, […]
Thriving in today’s big data world, we look for data metrics to substantiate everything we do. In marketing and advertising, this adage certainly holds true: not everything that counts can be counted (such as word-of-mouth marketing), and not everything that can be counted counts. As marketing professionals look for measurable results to validate efforts and […]
This edition of our #lifecare blog series explores how products that enable consumers to take more control of health needs are creating a “well-being” state of mind. There has been a notable uptick in consumer use of products, services and web/mobile applications that cater to their increasing desire to maintain an overall healthy state of […]
What does your voice say in 8 seconds? With brands vying for consumer attention, a clear strategy for share of voice in market is critical. Studies show the average consumer is exposed to up to 10,000 brand messages a day, and the average person’s attention span is now just eight seconds. What does your brand […]
The consumer-driven demand for goods, products and services is pervasive in today’s economy, and the service of healthcare is not immune. Rather, it is fully immersed in transforming itself into a competitive, consumer-centric industry. Theodore Levitt, renowned for his marketing and branding excellence and considered by many to be the founder of modern marketing, offers […]
Despite the important conversations we’re all having about our changing healthcare landscape, one thing remains constant: old-school customer service still reigns. Having overseen a busy call center in a large academic medical center for many years, I know those over-the-phone touch points are among the biggest moments of opportunity to build lifetime customers. In fact, […]
In our first #lifecare series blog post, we addressed how consumer knowledge shifts are driving change. Through advances in technology, in particular, consumers have better access to information about their health and are playing a more prominent role in their health-related decisions. They are responding with increased demand for more and better information. To keep […]
As 2017 comes to a close and we embark on a new year, it is an opportune time to think of how you can continue to build and strengthen your brand. At Dobies Health Marketing, we are fortunate to work with leaders across the healthcare spectrum, frequently advising on brand strategy. We often recommend our […]
For organizations that operate within the U.S. healthcare system, change has become inevitable. Several major market forces are converging to change the size, shape, and scope of healthcare financing and delivery. Born from the premise that population health management must adapt to emphasize prevention as well as treatment, healthcare is now actively transforming into lifecare. […]
