As health care marketers, we are all guilty of creating and utilizing marketing communications born from the “echo chamber” of traditional hospital marketing. When I need a fresh insight, I find it pays to step out of the health care industry and look to the broader context of consumer marketing for ideas that we can adapt to the health care marketplace.
There was a time when a hospital marketer’s brand management responsibilities were largely confined to making certain that the hospital had a consistent look and feel across all marketing communications materials – including brochures, the annual report, and the occasional ad campaign. In today’s digital world, brand management is now a ‘round-the-clock responsibility, with your hospital represented across an increasingly fragmented media environment. It’s more than managing consistency; it’s managing an “experience.” A tall order, but it may be the most important work you do. Here are a few tips on brand management in the digital space.
So, how are you communicating to address the specific needs of varied target audiences based on their geographic, climatic, and agronomic individuality? My last entry here introduced a two-part miniseries in which I promised some ideas on how you can do that directly to end users of your products in ways that distributors can respect, accept and maybe even embrace. This first installment will focus on distributor-centric strategies to begin localizing your marketing communications. The next one will look at specific tactics that can be employed using all of the wonderful new tools at our disposal for personalizing those communications.
Grammar geek. Nerd. Dork. I’ve been called it all, but frankly, I’m proud of these nicknames. Proper grammar and punctuation are crucial to many aspects of the professional world, and I welcome any opportunity to share a few grammar tips to those willing to learn. Whether it’s applying for a job, submitting a project to a client, or simply creating a report for your boss, grammar usage can hugely reflect who you are and how capable you are, professionally.
I recently attended a Content Strategy meet up in Omaha lead by Kristina Halvorson, one of the most important voices in the content strategy conversation, and a co-author of Content Strategy for the Web. To be quite honest, I was a little overwhelmed being in a room full of developers and interactive-types that had specific questions and well-defined reasons for being there. But as the conversation got going, I realized that I deal with content planning and content strategy all the time – just maybe not always in the context of the Web.