Collaborative planning, brand development & strategic marketing
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I often work with companies that face challenges brought on by change. Those changes aren’t all bad. Growth, acquisition, new product development and geographic expansion create challenges just as thorny as declining sales, aggressive competition and economic recession. But change demands taking a hard look at brand strategy, beginning with an honest appraisal of brand [...]
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A recent article in HealthLeaders Media raised the issue of whether hospital marketing was worth the cost (Hospital marketing Costs Remain Cause for Concern). While this deserves a point-by-point reply, my first inclination is to highlight a recent campaign that undoubtedly will prove worth the cost and more. Sometimes a campaign works on so many [...]
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A while back I attended a marketing symposium at Marquette University featuring some leading marketers including Steve Laughlin of Laughlin Constable, Tad Hutcheson of AirTran Airways, Robert Kraft CEO of RCI FirstPathway Partners and Ed Caroll, Chief Marketing Officer of Bon-Ton Stores. These marketing heavyweights shared a common message – the critical importance of getting close [...]
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#2 in a series of blog posts on how to respond to a rapidly changing marketing landscape and the need to ReThink key elements of marketing and planning. Among all the changes that impact marketing, perhaps no single category has changed as radically or as quickly as media. While this is far too big a [...]
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Marketing is in the midst of a revolution. The world is changing and it’s changing fast. Time honored “best practices” have become irrelevant and new practices have yet to be proven. Advances in technology are responsible for many of these changes. Traditional media has declined. New media has emerged. Social media has allowed consumers to [...]
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What will health care reform mean for you, your family, your employer or employees? If you’re in the business of hospital marketing, the question is particularly urgent. And it was a common topic at this year’s SHSMD (Society for Healthcare Strategy and Market Development) conference in Chicago last month. In his General Session address on [...]
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Following my last post on the use of “Surprise” as a strategy, I’ve been sent many examples of surprise as both strategy and tactic – in a variety of categories, including health care marketing. My friend Susen Rasmussen made good use of surprise to grab attention with messages placed in unexpected, but very appropriate places. [...]
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Imagine it’s a chilly Sunday afternoon in April. What are you apt to do? Take a nap? Watch a basketball game. Have the inlaws over for dinner? Attending the opening ceremonies for a hospital expansion probably wouldn’t make the top ten. Maybe not even the top 100. And yet nearly ten thousand people did just [...]
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Some people like research, others don’t. What about you? And why, if it’s such a small part of your budget, is it so often the expendable expense?
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