Health Care Marketing & Research Blog
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...
I am the most sought-after health care persona. And it’s not all it’s cracked up to be.
By day I am the creative director at Hailey Sault. By night I am one of the agency’s living, breathing COVID-era personas. Let me explain. When this all began—just a few short months ago—Hailey Sault researched and developed several comprehensive generational...
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...
How are you talking about COVID?
I’m a copywriter, so it’s my job to obsess over words. And, ever since the onset of the coronavirus pandemic, I’ve been obsessed with the words and phrases we as health care marketers are using surrounding COVID-19. I’ve been carefully thinking about their meanings,...
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...
Campaign Addresses COVID Concerns, Welcomes Patients Back for Care
Now Working Presenting a new series that offers snapshots of freshly-made creative campaigns hatched in the age of COVID-19. Amid our evolving new health care realities, we’re all looking for ideas, inspiration, innovation and adaptation. Here’s a look at recent...
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...
Getting Patients Back to Care: What’s Working
When my colleague Stephen introduced this week’s Campfire Session, he did it by saying: “This is a very tough moment for America. So many are waking up to the truth that there is a lot NOT working right now for too many people and that’s gone on for far too long.” ...
Tourism & Health Care’s Similar Challenge: How to Bring People Back
Every segment of industry has been impacted by the public health and economic consequences of this global pandemic—perhaps none more than health care and tourism. Both of these high-touch industries face the daunting challenge of instilling confidence in consumers...
Deep Dive: COVID-Era Patient Personas
So many of you asked us for a closer look at our COVID-era generational patient personas and the messaging needed to help them feel comfortable returning to you for care. This past week, we were happy to take a deeper dive into our Gen-Z through boomer patients and...
What COVID-Era Patients Want To Know
As access to in-clinic health care begins to open, service lines begin to accept patients once more, and elective procedures become available to patients, we asked: Are patients ready to return for care? What do they need to hear from us? How has this pandemic...
Your Post-Pandemic Health Care Marketing Strategy
What does health care marketing and communications look and feel like as: Governors begin to ease up on stay at home orders in their states? Emergency rooms and ICUs become less crowded? Health systems begin the process of putting protocols in place to expand access,...