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
Bookmark this page. Here you’ll regularly find new healthcare marketing insights, advice and commentary from the bpd team. We explore a wide range of topics covering hospital advertising, digital strategy, healthcare marketing trends, media planning, creative development, consumer psychology, brand storytelling and much more.
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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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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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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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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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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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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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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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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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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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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