Swanson Russell

The rapidly-evolving, highly-competitive health care marketplace thrives on research and critical thinking. Through our work with hospitals, health systems and physician clinics over the last two decades, we’ve become one of the nation’s premier health care marketing agencies. Along the way, we’ve learned a lot about how best to get a message to this audience. To request more information or the full text of any of these articles and reports, contact Tracy Stanko at 402-492-3238.

Case Study: Trailblazer
While the USC football team was dominating the gridiron year after year, the USC-branded hospitals were suffering from low awareness and preference. They called in the team from Swanson Russell to engineer a comeback. And in one of the most competitive media markets in the U.S., we made them a household name.

Case Study: Call or Be Called
Every campaign needs a call to action. So what happens when the campaign is so powerful that the calls won’t stop coming? When Creighton University Medical Center asked Swanson Russell to drive cardiology patient volume by promoting free heart screenings, we answered the call with a campaign so effective, the client had to cut it short due to overwhelming demand.

Case History: Check Out Your Doctor Before You Get Checked Out
An online physician finder that’s just plucked from an Excel spreadsheet is about as interesting as, well, an Excel spreadsheet. It doesn’t engage, it doesn’t inform and it doesn’t reassure prospective patients about their physician. So when Swanson Russell built an online physician finder for Creighton University Medical Center, we built it with more information, presented engagingly and designed to bring the area’s best physicians together with the people who need them.

Case History: Watch it Happen at DoctorsofUSC.com
Patients consistently rank bedside manner and communication skills as two of the most important qualities they look for in a doctor. So when we built the DoctorsofUSC.com website, we set out to convey the Doctors’ expertise and personalities in an authentic, engaging way. With documentary-style videos, Medical Minute health tip videos and a personalized portal for online patient support, the site delivered with flying colors.

Quick Tips: Make Your “Physician Finder” Consumer-Friendly
The average physician finder is an afterthought on most hospital websites, offering prospective patients little more than a postage stamp-sized photo of the doctor and where they attended medical school. In this report, we give you tips on turning your physician finder into an inviting and useful resource to persuade consumers to choose your physicians.

Marketing Communications for Uncertain Times
During economic hard times it can be hard just to survive, let alone grow as a company. How do you protect your bottom line and your brand at the same time? How do you battle in a faltering economy and stay intact? This white paper will address these and other questions and provide you with light at the end of the tunnel.

Paid Search Advertising
The number one activity on the Web? Searching. Which is why paid search is becoming an increasingly important part of any marketing mix. In this report we explore the benefits of paid search advertising and offer a primer on how to build a targeted, measurable, compelling campaign.

Put Your Mouth Where the Money Is
Penned by our very own Parker Stoner, Put Your Mouth Where the Money Is explains how to refocus your communications. Too often, marketers walk away disappointed from communications strategies that have too little credibility to impact their audience. In this book, we lay out a new Hierarchy of Marketing Communications Effectiveness, and explain how to strategically build and deliver messages that forge a Real Connection™ with your audience.

Harvest Online Intelligence
These days, a company’s frontline is not the salesperson; it’s the Internet. Conversations about your brand and your products are happening, on social media networks, blogs and anywhere in between. And the better you understand those conversations, the more informed your communications strategy will be. In this report, we walk through the concept of “conversation mining,” and how it can help build your brand.

Our Approach to Branding
“Brand” has become a ubiquitous term in marketing. While it means a lot of things to a lot of different people, at its core, a brand is a company’s ability to authentically define itself to its core audiences. There isn’t a company on the market that couldn’t benefit from a good brand, which is why we’ve developed this roadmap to the branding process.

Strategies for Social Media Success
Anymore, social media is more than just a planning meeting agenda item. The phenomenon of social media requires constant exploration, dissection and critical thinking. Its benefits are completely unique from any other medium’s, and its capabilities are still being discovered.  In this paper, we’ll walk you through the state of social media, including recommendations on how to decide what social media program is right for you. Read through case studies, measurement techniques and budget considerations and learn how to make social media part of your brand’s messaging mix.