By Jeff Sofka Top marketing executives at companies like Chase, Amex, Nationwide, IBM, and Mercedes-Benz have learned how to leverage sports partnerships through decades of experience, data, and support from specialist agencies. Healthcare is one of the last industries to get into the game—but it’s catching up quickly. As more health systems and academic medical…

“How do the leading brands do it?” That’s a question healthcare brand leaders consistently ask about brand architecture strategy. Brand architecture—the way you organize and present your portfolio of offerings based on how consumers want to engage with you—is far and away among the most political and complex branding considerations. It directly impacts organizational structure,…

This summer, Franklin Street created a series of videos documenting how providers can best use six key trends for their healthcare brands. Here’s a closer look at the trends and how you can leverage them for your organization. 1. Radical Convenience Radical convenience is just that: radical convenience. It is the standard by which all…

Perhaps no industry understands the value of data as well as the healthcare sector. Having the right data at the right time enables clinicians to make the best decisions possible for the health of their patients; without it, lives literally hang in the balance. And, having the right data at the right time can also…

Sixth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Healthcare marketers have many, many opportunities to connect with patients. The key is to look beyond acute care encounters and consider the whole spectrum of patient experience. That’s what Bridget Coogan, head of industry for health systems at…

Fifth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit If you work at a hospital or health system, it’s inevitable: If it hasn’t happened yet, someday your organization is going to be in the middle of a crisis. And your dusty five-year-old crisis communication plan isn’t going…

Fourth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Essentia Health wanted to soften its brand. Take a more visionary approach. Get away from the “high tech” image. So, the marketing team at Essentia created an ad campaign that showed how approachable the system, which is headquartered…

Third in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Patients assume your doctors know what they’re doing. But what they want is a doctor who listens to them. EvergreenHealth has developed a communications strategy (dubbed the Art of Caring) that teaches doctors how to do just that….

Second in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Patients deserve transparency. That’s what Matt Gove, chief consumer officer at Piedmont Health, tells his C-suite and doctors. Actually, he doesn’t really tell them. He demands it. “I believe that marketers are responsible for the relationship that patients…

First in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit As healthcare marketers, we think we know what our patients want. We make assumptions. We look at data. We’re “experts” in our field. And then, we dish out the messages through social media, TV, print, radio, and billboards—presuming…