mommyjenlin

How much more effective would your marketing campaigns be if you made a conscious effort to frame your messaging in your Media Relations (MR) and Public Relations (PR) campaigns around the main brand messages you use in your marketing campaigns? More often than not, brand messages in healthcare PR-MR rely on the "about us" statement to carry that weight. Little if any attention is given to using public and media relations as a strategic and integrative vehicle in the overall marketing effort. And that is a missed opportunity. As healthcare organizations, we are expected by our audiences to advertise, write white papers, create case studies, write impactful sales materials, partner with leading market research organizations to present "groundbreaking" topical surveys and results, as well as other materials. That is a given. People see and read, they (hopefully) advance the brand, maybe generate some sales leads or in some cases bring a sense of accomplishment to in...

This is a test. Quick, what is the fastest way for you to build your brand in the community? Well, besides providing outstanding patient service and support, high quality care and so forth. Try proactive media relations! Each morning, someone in the marketing department should be scanning the newspapers, news wires such as the PR Newswire and the Business News Wire and other media outlets to see the hot healthcare topic of the day. Once identified, look to your medical staff or your internal employees to see if you have any content experts. Find the angle about why this is important. Develop some materials such as a news release or statement, get some times the physician or hospital spokesperson is available and pitch them to the media. Put the materials on your web site. Use the news wires for a regional release. It's all about speed, reaction and first to the media. It's summer and that means a slow news period! Two articles in the WSJ today worth commenting on. Outpatient...

With the Senate yesterday introducing a HC reform bill, its clear that the battle lines are being drawn between a government insurance option vs big insurers. Expect the Obama PR team to hammer big insurers and enhance the public already aving a strong dislike of healthcare payors. What does that mean healthcare providers ? Watch the battle closely, you will have to choose. What to do. LEVERAGE, LEVERAGE, LEVERAGE... Marketing departments should be working with senior leadership and in their communities to get a pulse from all constituent groups, not just favorites on the topic of healthcare reform. As issues develop create media statements for local press on why you do or do not support. Consider offering your facility as a town hall meeting place. Find out where your docs are at. Help them understand the issues and develop PR/Media kits for them to use. Consider web site updates and links to various organizations. Become the local expert source for commentary and opinion. Get leaders...

Video releases Next year how about your healthcare organization producing some video release of with docs explaining what happens when a firecracker goes off in your hand. Use a crash test dummy. Great visual for media. Put it on your favorite public access channel too. At the very least place it on your web site. Hospital pay raises I know lots of people who are not getting raises in hospitals this year. But somehow there is always money for the CEO and senior team for a job poorly done. Can you say like, do the right thing and not accept a raise? Time for a new marketing book Your marketing is making you look stupid . How is that for a title? Starting on the next great healthcare marketing book and consulting tour. Its time for the industry to wake up and do it right before healthcare reform comes along and the playing field is leveled. How do you spell differentiation? Healthcare Reform Speaking of healthcare reform... any clue on how you attract those individuals who can afford to...