The healthcare industry is undergoing radical and disruptive change, creating unique opportunities for healthcare organizations to “think differently” and establish market positions through innovative new approaches. There has never been a more critical time to lead with a clear and distinctive strategy, and by doing so, dominate in market. Developing a market strategy requires a […]
An Infographic for Hospital Marketers Share of voice is a critical metric for consumer marketing. Quite often, when hospitals evaluate share of voice and competitive positioning in the context of the full competitive landscape, they find their ad spend is not enough. Why? Because increasing share of voice is essential to market share growth. For […]
Optimize your share of voice to grow market share As a hospital marketing leader, you know how noisy the competitive landscape can be. As the industry shifts toward a consumer-centric healthcare marketplace, it seems every hospital and health system is vying for the same patients—and they all have advertising dollars devoted to buying the largest […]
What do toothpaste, beer, shoes and hospitals have in common? A mission to do good. If you have been watching television or online ads lately, you may have noticed an upward trend of companies infusing corporate social responsibility into their brands. Corporate social responsibility refers to a business practice that involves participating in initiatives that […]
Identify Your Competitive Advantage Believe it or not, you do have a superpower. Do you know what it is? That may seem like a silly question, but looking within yourself to identify your core strength is actually very empowering. Most people can put their fingers on their superpowers fairly quickly, with just a little introspection […]
In his book, Good to Great, nationally recognized business author, Jim Collins, references the Flywheel Effect as key to an organization’s success. This concept has long guided my strategic leadership capabilities as a healthcare marketing professional. As the former Vice President of Marketing for a major academic medical center, I developed marketing strategies designed to position […]
Must-Have Information for Effective Hospital Marketing What advertising messages are being launched in my local market? What do those creative campaigns claim, show and say? What share of voice (SOV) do they hold and what is their reported market spend? In my former roles as a healthcare advertising professional and VP of Marketing for a […]
