Blog | Campfire Sessions
COVID Brain: What to Know When Marketing to Patient Consumers
“COVID Brain.” Do the recent digital privacy updates mean the end of digital marketing as we know it? Should hospitals see Walmart as their next—and perhaps greatest—fiscal threat? These were just a few topics I asked our panel of health care marketing industry...
COVID-19: The 5 Connection Points Health Care Must Nurture
One year ago (give or take a few weeks), our focus as health care communicators and leaders shifted from brand-driven communication to purpose-driven communication—and making connections with our audiences in order to provide vital health information. On this...
The Health Care Marketer’s Post-Pandemic World
Who remembers Stretch Armstrong? He was the muscular, gel-filled action figure toy who could stretch from his original size of 15 inches to 4 or 5 feet and then bounce back again. That’s how one of our three guest panelists, Kelly Meigs from Tanner Health in Georgia,...
Engagement is the New Branding: 2021 Health Care Marketing Trends Report
As we face another year of planning inside a global pandemic there is one (and only one) trend that we believe needs to be front and center for health care marketers—patient-consumer engagement. Join us as we back up the bold statement that engagement is the new...
2021 Health Care Marketing Predictions
One of Hailey Sault’s core values is to be fearless. That’s why in a year that is starting out to be anything but predictable, we’re kicking off this whole first month of 2021 with health care marketing predictions and trends. This Campfire Session lays the groundwork...
What Your Patients Want Right Now
This just in from Hailey Sault’s latest national research study, released December 10, on what consumers are thinking about and wanting from health systems and providers: The number of patients actively contemplating new providers is staggering. The good news: there...
Vaccines, “COVID Brain,” and the Path Back to Care
The new COVID vaccines are medical miracles. But are your patients ready to take them? Overcoming fears and building engagement will be key in convincing the diverse populations you serve to roll up their sleeves for the good of their own health, as well as the health...
Why Your Patients May Be Leaving Your Brand. (And What To Do About It)
Since 2014, Hailey Sault has conducted several research projects surrounding patient choice. With each study, our results indicate that patients are more willing to switch providers based on a set of defined characteristics. This year, if trends hold, around 28...
Engagement Reboot: Addressing Our Health Audiences’ Challenges
Between now and the time when mass vaccination becomes a reality, the idea of keeping our audiences engaged, active and healthy has to become our purpose. So, as many of us find ourselves in the midst of another surge in COVID-19 numbers—and stress begins to build...
Diversity, Inclusion and Health Equity: 15 minutes about how to take action
At Hailey Sault, we believe in better. It is our purpose. Part of believing in better is an absolute belief that health care is a right—that no matter who you are, where you live, or how much money you make, you have the right to care that will allow you to live your...
The Next New Normal in Health Care Marketing
Thanks to this pandemic, the next new normal in health care marketing is a constantly evolving, constantly moving target. But that’s not all bad. We (meaning all of us in the health care marketing business) have been forced to continually pivot, to think in new ways,...
Health Care Marketing Right Now: Good for Patients, Communities and Hospitals
“COVID’s impact has been devastating in many ways—and it's been incredibly inspiring,” said our October 9th Campfire guest John Looney, MSM, Vice President of Marketing, Communications and Public Affairs at Newton-Wellesley Hospital, Mass General Brigham. “On the...
What’s In Your Fall Health Care Marketing Plan?
Planning got a lot more difficult for health care marketers when life as we knew it changed overnight. But planning marketing strategy is still essential, despite—or maybe because of—the uncertainty in the air. Watch our Campfire Session What’s In Your Fall Marketing...
Leading Your Community Forward
During COVID-19, people are looking for trusted messengers and they’re turning to their health systems, hospitals, clinics and providers as never before. Herculean efforts are being made by health care marketing departments (many of them two to three people strong) to...
Bringing Doctors into the Digital Marketing Landscape
As health care audiences search for a calm, reassuring voice in the storm of COVID information, they are increasingly going online to find dependable, trusted sources of information. And as they do, connection needs to be the mainstay for health care brands. A...
Reaching Your Digital Marketing Potential
As the need to return patients to care coincides with budgets that are tighter than ever—knowing the ins and outs of effective, measurable, digital marketing is more important than ever. In our latest Campfire Session, we dove into strategies that are making a...
Agile Marketing for Uncertain Times
If there are two words that describe what every health care marketer is experiencing right now, they are “rapid change.” And, if there are two words that describe what every health care marketer should be embracing right now, they are “agile marketing.” What is agile...
Health Care’s Retail Response: Cash Clinics, House Calls and Virtual Visits
When the likes of Walmart, Best Buy and Amazon (and Target, Walgreens, CVS, Google, Apple, et al) started moving into the business of health care as part of their inherently retail product-based roster of services, many health systems knew they’d need to switch things...
COVID-19’s Call-To-Action: Innovate
During a crisis like the pandemic—or the civil rights movement we are experiencing at this time—innovators are given permission to move more rapidly than “normal” to create change and foster new ways of thinking and doing. In health care that means reimagining care...
The Big Pivot: Creativity During COVID-19
COVID-19 has changed everything—including how health care brands connect with consumers. The service line and brand campaigns we planned at the beginning of the year now seem to be from a different era. Everything has pivoted, from the messaging and images we use, to...