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.
- Primary Care Docs Average More Hospital Revenue Than Specialists
- 69% of Employers Plan to Offer Healthcare Coverage After 2014
- Building a Better Healthcare Board
- Q&A: Catholic Health Initiatives' New Senior VP for Capital Finance
- CMS Seeks to 'Rapidly Reduce' Medicare Spending with $1B in Grants
- Quiet ORs Better for Patient Safety
- CMS Releases Hospital Pricing Data
- Evidence-Based Practice and Nursing Research: Avoiding Confusion
- Hospital Pricing Data Dump Won't Hurt You, Yet
- Hospital Pricing Irks Nurses; More Jobs, Less Pay