7 Deadly Words of Healthcare Marketing
Being descriptive in healthcare marketing can be a challenge when you stop using the seven words that no longer have the power to distinguish your organization or its services from those of your competitors.
In the early 1970s, stand-up comedian George Carlin delivered what would become the bit he was best known for, "The Seven Words You Can't Say on Television." Google it and you'll be treated to a filthy and hilarious not-safe-for-work rant.
Hoping that a portion of that phrase stands the test of time, Paul Szablowski, vice president of public relations, marketing, and communications for Dignity Health, and Rob Rosenberg, president and brand strategy director for Springboard Brand & Creative Strategy, have developed their own list of words to avoid in healthcare marketing.
This "seven deadlies" list was part of their presentation on brand building with internal communications at the 18th National Healthcare Marketing Strategies Summit in Arizona held in early May by the Forum for Healthcare Strategists.
According Szablowski and Rosenberg, healthcare marketers should avoid using the following words in marketing messages, both internally and externally:
- Reform Puts Vise Grips on Physicians
- Medicare Opt-Out a Viable Physician Strategy
- Look Beyond Nurse-Patient Ratios
- How Physicians Can Help Ease Mental Health Provider Shortages
- NPP Demand Rising Under Value-Based Care Models
- Providers Lag as Consumers Set Agenda
- Boston Marathon Bombing Yields Lessons for Hospitals
- Esther Dyson Launches Population Health Challenge
- Physicians as Economic Powerhouses and Tech Laggards
- Hospital Groups Back NQF Report on Patient Sociodemographics