instantly health

  Gay pride image by naemi_a from Pixabay And meet their healthcare needs in the process. In an interesting article wittier by Eric Burger in PRWeek on September 22 nd , “ More than one-third of LGBTQ individuals say healthcare companies don’t understand them. The data comes from a study by CMI Media Group with Wells Fargo and Human Rights Campaign.” If you’re a healthcare marketer, I would suggest that you read the article and consider how you can become the champion in your provider setting to change the narrative internally and in your community. You can’t market what you don’t understand. That is the issue given the scant attention in most healthcare providers who ignore the LGBTQ+ community. Political and religious views aside, failure to understand and create those marketing communications messages, content, and appropriate LGBTQ+ friendly images is a deal-breaker. I don’t think it’s necessarily intentional. Still, as healthcare marketers focus on traditional markets, i...

  Recruitment image by Gerd Altmann from Pixabay Employee recruitment marketing using current employees in providers and vendors comes and goes as a marketing recruitment tool. Carefully selected happy and long-term employees tout the culture, work environment, co-workers, etc., and why they have been there so long. It’s not uncommon to see comments about the mission-driven company and how everyone is treated with dignity and respect. I know because I have created and executed in partnership with HR these types of campaigns. Not only do they attract qualified candidates, but it provides employees the opportunity to be an active brand ambassador of the provider or vendor.   Then comes the job candidate’s experience, which may or may not reflect the marketing and brand claims. Best place to work awards, top company to work for, and other awards have people scratching their heads wondering what happened. How you treat the job candidate is as important as what you say in the co...

People Image by Gerd Altmann from Pixabay Do you know who your patient hospital brand evangelists are, and are they posting User Generated Content (UGC)? I ask this question for a fundamental reason.  In an age where it’s challenging to define differentiation clearly and me too messaging amongst hospitals, in a pandemic that shows no signs of ending soon, how is a healthcare patient to make a choice? I realize that many healthcare leaders will dispute the above statement.  However, hospital marketing -traditional, digital and social, fall into one of four general buckets, ‘it’s all about you”, “look at at our technology,”  “our facilities and locations,” and “look at our awards.” In an age of pandemic uncertainty, the marketing and communication efforts focus on features, not patient benefits. Consider for a moment.  1.        Patients are now engaged in shopping behavior .  2.        Patients are pay...