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

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…

Read More

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…

Read More

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…

Read More

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…

Read More

There is No Such Thing as Quick and Dirty. Why You Need a Discovery Phase.

April 9, 2015
Discovery, Project Management

You can never underestimate the importance of the discovery phase of a project, in which we determine a client’s needs, goals, strategic imperatives and desired outcomes. In my attempt to put together a Top 10 Reasons list of why this phase is so crucial when beginning a project, it all boiled down to the two…

Read More

Blog Like You Mean It: Four Tips for Healthcare Marketers

April 2, 2015
Blogging, Content Strategy, Healthcare Marketing

It is well-understood these days that hospitals and other healthcare organizations need to maintain a blog. It’s a great way to reach potential patients, referring physicians and your own staff. Whether you are launching your organization’s blog yourself or just being asked to contribute one article, here are four tips to get you started.  Forget…

Read More

Advertising in Hospitals: The Power of Onsite Marketing

March 26, 2015
Healthcare Marketing, Hospital Marketing, Marketing Strategy, Onsite Marketing

So many of Hospital Marketing teams’ strategic planning discussions revolve around activities that only focus on getting patients in the doors of the hospital. Of course, this is extremely important–patient volumes keep those doors open. But what happens once they are in the door? Are you just as focused and intentional with your communication strategy…

Read More

The Marketing World Has Moved On. Has Your Hospital Moved On With It?

February 26, 2015
Converged Media, Digital Marketing, Healthcare Marketing

“I want to deliver truly integrated traditional and digital campaigns for our healthcare clients.” I think I first spoke these words in 2011. My team knew what I meant. Or, more accurately, they knew what I didn’t want anymore: traditional campaigns that, once fully baked, would have a few digital add-ons like banner ads (animated!)…

Read More

Do Your Employees Know What You Stand For?

February 19, 2015
Brand Ambassadors, Marketing Strategy

This article by John H. Fleming and Dan Witters, about using your employees as brand ambassadors, is a great read and a spot-on summary of a gating issue for many of our healthcare clients:

Read More

The Heartbeat of a Great Workplace Culture

February 12, 2015
Culture, Teamwork

BPD is known for transforming health systems and hospitals through integrated healthcare marketing.  But what else, besides our record-setting work, makes BPD a phenomenal agency?  Our people: the heart of BPD.  The human heart works on an “All-Or-Nothing Law,” meaning each time the heart contracts it does so with all its force.  BPDers are no…

Read More
Facebook LinkedIn Email