instantly health

Email I can see your eyes glaze over.  And I can hear the chorus of but…but…HIPAA says we can’t do that, which is just nonsense. If understood correctly, a hospital can manage the marketing of clinical services with cost efficiency and effectiveness and handle the engagement or experience for the provider. It’s cost-effective and efficient with an ROI that is over 4,200 percent. From providing useful and relevant information, wellness programs like webinars and marketing hospital outpatient as well as inpatient clinical services, it’s one of the few mechanisms that hospitals can control in the market.  It’s a marketing tool to build brand loyalty, enhance the experience, and engage while driving growth and revenue. For example, a clueless hospital system. The hospital system that is the network in my insurance plan has never once engaged me in an email, social media, or any other inbound tactic to engage and manage the healthcare consumer or patient experience. Even though I h...

I am not going to pile on United, though they have had a bad few weeks with two full-blown public relations crises in social media in the last three weeks.  But it does make one wonder if United has any capacity to learn from their mistakes given the flow of events and missteps of the past few days. Are you paying attention? If companies are not paying attention, especially hospital and health systems, on how the public is the paparazzi, then they can expect sooner rather than later,  that they will experience a meltdown of the provider brand and reputation through their carelessness and folly. What happens when the social media channel turns bad on the hospital or health system? Conventional wisdom used to say that a public relations crisis was a three-day story. Ten years ago that was the case.  Today, however, it’s a different story with social media, Facebook Live, and any of the other distribution channels now available.  Before, a PR crisis could be contained ...

Influencer marketing is generating a lot of attention.  Unfortunately, there seems to be a lot of activity but the little strategy behind the marketing. Oh, and let me be clear before going much further,  that I do not mean hiring celebrities to be the spokesperson for the provider's B2C marketing. Hiring a celebrity to be the spokesperson for the hospital or health system can be an expensive and risky proposition. Not everyone in the entertainment segment or sport they represent may have a large enough following in your market. What is influencer marketing? Simply put, a person of influence can affect action.  Fans, friends, and followers are meaningless; it’s not about going after the most famous person. It’s about finding the influencer who can best move your audience to take action that brings benefit to you and them.  An influencer may be an industry expert. It may be someone internally.  Think of influencer marketing as a relationship that co-creates meani...