Three Southern Idioms Healthcare Marketers Should Live By
Be a sight for sore eyes
Yankee translation: Be what your customer is looking for.
In Kindred Healthcare's case, this meant sharing the message of its post-acute care services with local referring organizations and the general public. Susan Moss, Kindred's vice president of communications, and Richmond, VA, ad agency Neathawk Dubuque & Packett's Daniel Fell spoke about the marketing strategies the Louisville, KY–based organization used to promote itself and battle the public perception that post-acute care facilities are places people go to die.
By targeting both referrers and, secondarily, consumers, Kindred not only let healthcare workers know about the organization, but made it easier for these workers to suggest Kindred to patients because the campaign also increased general brand awareness.
The next time you're looking for some healthcare marketing guidance, pour yourself a nice, cool glass of sweet tea, slur your "you"s and "all"s together, and reconsider your strategy through a Southern frame of mind.
- How Top-Ranked MA Plans Earn Their Stars
- Readmissions: No Quick Fix to Costly Hospital Challenge
- How Hospitals Can Become 'Upstreamists'
- 4 Ways to Lower the Cost to Collect from Self-Pay Patients
- House Calls Key to Pioneer ACO Success
- How Telehealth Pays Off for Providers, Patients
- 4 Tips for Managing Employed Physicians
- WellPoint Dominates Nearly Half of Markets, AMA Says
- Defensive Medicine Still Prevalent Despite Tort Reform
- CMS Offers Some ACOs $114M for 'Upfront' Costs