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:
- CMS Mulls Income-Adjusting MA Stars
- As Retail Clinics Surge, Quality Metrics MIA
- Providers Prep for New Payment Models as Population Health Grows
- Providers' Push to Consolidate Roils Payers
- 3 Ways to Rev Employee Development Programs
- Former NQF Co-Chair Linked to Conflicts of Interest in Journal Probe
- No Employee Satisfaction, No Patient-Centered Culture
- Transforming Decision Support and Reporting
- 6 Not-So-Good Reasons for Avoiding Population Health
- Aligning Executive Compensation with Provider Mission