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Star Trek & the Role of Empathy in Content Marketing

August 31, 2015
Content Marketing, Content Strategy, EQ

Don’t worry, this is not Confessions of a Teenage Fan Girl circa 1989. But, the most fascinating Star Trek character for me was always Deanna Troi. For non-Trekkies out there, Troi was an empath – literally able to feel what the people around her were feeling. With very little information and even less guidance, Troi…

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BPD Basics: Reverence for Relationships

August 24, 2015
Client Relations, Culture, Teamwork

Ralph Waldo Emerson said, “If you want to be great and successful, choose people who are great and successful and walk side by side with them.” BPD’s most important asset is our relationships. We believe in aligning ourselves with the best. Once we establish the right partnerships, we make them our number one priority; after…

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Health insurance ads: from mind-numbingly boring to interesting and fun.

August 20, 2015
Advertising, Healthcare Marketing, Video

Let’s say you wanted to promote health insurance in a world experiencing a glut of health-insurance marketing. Now, increase your difficulty by focusing your marketing through the prism of medical insurance codes, a subject even insurance agents and doctors must find incredibly dull. How would you put your message in front of the healthcare-buying public?…

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The Super, Amazing, Incredible Value of Storytelling as the Key to Hospital Marketing, Part 1

August 13, 2015
Healthcare Marketing, Hospital Marketing, Storytelling

There’s been a lot of talk about storytelling these days.  Why? Because storytelling is possibly the most effective tool hospital marketers can wield. The good news is you’re likely already using it to some extent. In this first installment, I’ll cover how to tell the stories of the people on the front lines: the patients,…

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Use Experiential Displays to Promote your Healthcare Brand’s Services

August 6, 2015
Healthcare Marketing, Marketing Trends, Onsite Marketing, Technology

Experiential marketing involves messaging you can touch, feel or view in a physical space – an interactive kiosk with a touch screen, for instance. Experiential expenditures by healthcare are growing because they are sometimes more effective than traditional promotion expenditures and influence consumers’ decision-making more than ever before. Experiential marketing can play an important role…

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Inconsistent Customer Service Can Sink Your Hospital’s Reputation

July 30, 2015
Customer Service, Strategy

We all know there are differences in service and quality levels between different medical institutions in a given market and even within the same healthcare system. Some of us have US News and World Report rankings, some of us are certified by the Joint Commission, others are Magnet recognized – the list goes on and…

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Want to be more successful at work? Get in touch with your emotions.

July 23, 2015

Emotional intelligence, or as some like to refer to it, “EQ,” has become an extremely important topic in today’s society. The concept that our emotional capabilities are just as valuable, if not more so, as our intellectual capabilities is now largely mainstream, and companies are focusing their attention on training their employees on how to…

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How to write a radio spot for healthcare

July 16, 2015
Advertising, Radio

Part 1: How to write a radio spot for healthcare that gets completely ignored. STEP 1: Start with a blank page. STEP 2: At the top of the page, write the amount of time you’ll be filling. Usually you’ll have 60 seconds of airtime to fill, but sometimes you’ll have 30 or even 15 seconds….

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Augmented Reality Can Augment Your Hospital’s Print Ads

July 2, 2015
Healthcare Marketing, Marketing Trends, Print Ads

For the healthcare industry, the medium of print advertising is still relevant and effective. And now it is finding ways to merge with digital media to become more interactive. How can print content become interactive?  Think of the scenes in the Harry Potter movies in which a photo in a newspaper comes to life as…

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Better Work. Faster: The #1 Thing Hospitals Can Do to Improve the ROI From Their Marketing Agencies

June 25, 2015
Healthcare Marketing, Marketing, ROI

Having led Brand Strategy at large agencies for some of the biggest brands in categories as diverse as pharmaceuticals, airlines, alcohol, beverages, professional sports, television networks, cable companies, utilities, toothbrushes, mattresses, big box retail and even sexual health products, there is one common thread that exists throughout: If you want your agency to produce better…

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