Once again, the Healthcare Marketing IMPACT Awards celebrate the exciting work being done to create and implement ethical messaging in healthcare.
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About a year into his 11-year tenure as CEO of Kaiser Permanente, George Halvorson realized the organization had an image problem. His solution might seem strange coming from someone who learned healthcare on the insurance side.
It takes a village to tell a compelling story. That's the organizing principle for Nashville-based BOHAN Advertising, where collaboration is more than an in-house exercise.
They're the ads with the asterisks, and they have the vaping community in an uproar. In a multifaceted campaign launched last March, the California Tobacco Control Program, part of the state's Public Health Department, targeted the surging use of e-cigarettes, especially among young adults, and their potential threats to health.
Hospitals and health systems have been spending more on advertising in recent years, with an emphasis on educating patients and engaging them in their growing role as healthcare consumers.
Put yourself in their shoes. Understanding your target audience and their needs is the key to a successful content marketing campaign for healthcare.
Marketing needs to be much more than transactional. The best campaigns are also educational. And there are essential components that make the message more welcome, even appreciated.
While it's true that the conversation on social media carries on no matter what, the key to a successful social strategy for healthcare is to have champions for the cause inside the organizations.
A distinguished panel of marketing and communications executives evaluated entries in the awards categories.