Announcement: BPD Finalizes Acquisition of Revive: Premier Firms in Healthcare Marketing and Communications Join Together, Creating a Powerful Bench of Integrated Expertise and Services for Healthcare Organizations. Learn more

“Dating” Clients (aka How it Feels to Build a New Healthcare Marketing Relationship)

June 18, 2015
Client Relations

Dear (Potential) Clients: When I spoke recently with a friend who is single, I couldn’t help but feel relieved that I’m happily married and not having to navigate the dating world. But then it occurred to me: Working with new hospital clients is a lot like dating – with all the excitement and questions that…

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Do What’s Best For The Client

June 11, 2015
Culture, Customer Service, Service, Teamwork

Every Friday, BPDers gather at the end of the day to review the highlights of the week and relay shout-outs to each other. It’s an opportunity to recognize our accomplishments, individually and as a team. Each shout-out embodies one or more of the 10 BPD Basics (if you missed these, refer to my previous blog…

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“By Any Other Name…” Benefits of a Content Audit for Your Healthcare Digital Marketing

June 4, 2015
Content Marketing, Content Strategy, Digital Marketing, Healthcare Marketing

The term “audit” evokes a lot of images and emotions – none of them good. But despite its name, a Content Audit may be the healthiest thing you can do for your healthcare digital strategy. Here are the basics on what goes into a Content Audit, what you should expect to get out of it…

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Cavemen Need Doctors, Too: How Healthcare Can Take a Lesson From the Insurance Industry.

May 28, 2015
Healthcare Marketing, Risk Taking

Back in the day when I was a much younger creative, I was handed the lousiest assignment of all. One of our old clients, after a long hiatus from advertising, woke up to find that they were no longer top of mind. Actually, they had fallen completely out of mind. They decided it was once again time…

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3 Things Healthcare Marketing Can Learn From Fashion Bloggers

May 21, 2015
Blogging, Content Marketing, Social Media

Chiara Ferragni was recently named to Forbes’ 30 under 30 list. She’s on track to take in $8 million in revenues this year alone. Chiara is the creator of The Blonde Salad, which started as a fashion blog but has become so much more. Along with other prominent bloggers, Chiara is part of a fashion…

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How to Engage Patients in a World of Marketing Overload: 3 Tips

May 14, 2015
Billboards, Healthcare Marketing, Marketing Goals, Risk Taking

A recent Yankelovich study claims the average city-dweller gets around 5,000 visual messages a day. Other studies claim even higher numbers. Regardless, I think we all can agree that your potential patients are bombarded daily by a boatload of information in traditional, digital and experiential media. So how does a healthcare marketer stick out and…

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ROI: The Three Letters that Make Every Healthcare Marketer Squirm

May 7, 2015
Healthcare Marketing, Marketing Strategy, ROI

As a marketer, we hear the same question over and over from senior management:  “What is my return on investment for (enter any marketing execution here)?” It is not that it is a bad question.  In fact, management should be asking this question, as well as marketers.  Who wouldn’t want to know that their marketing…

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Product Quality vs. Service Excellence: The Choice is Clear for Ad Agencies and Health Systems

May 1, 2015
Customer Service, Health System, Healthcare, Product, Service

A couple of weeks ago a BPDer (that’s what we call ourselves at the agency) was in my office and we were talking about the company’s priorities for 2015. For the first 30 minutes or so the conversation went along smoothly, with nary a bump. This is a person I trust and admire. When he…

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Marketing Transparency: McDonald’s Main Ingredient

April 23, 2015
Digital Marketing, Marketing Strategy, Risk Taking, Transparency

For years, McDonald’s has struggled with a bad reputation when it came to their food. With the help of social media, myths and rumors spread quickly and aggressively contributing to this poor reputation. Until a few years ago, McDonald’s wasn’t putting much effort into confronting these stigmas, further widening the trust gap.  Their transparency campaign…

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6 Ways to Market to Potential Patients (Instead of Internal Stakeholders)

April 17, 2015
Healthcare Marketing, Marketing, Marketing Goals, Marketing Strategy

As a hospital marketer, you are in a position to help effect true change in people’s lives. After all, it’s the messages and information you communicate on behalf of your hospital that could potentially influence someone in need of healthcare services to choose your brand; and this choice may lead to improving the quality of…

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