I saw a great post written by Josh McColough for The PULSE this week: http://ow.ly/VihY
In it, Josh discusses the challenge of marketing your healthcare organization using billboards. If you read through the comments section you will see that while he and I generally agree, I took issue with the example he provided of a billboard message that “works”.
But it did get me thinking about the challenges involved in marketing healthcare organizations. The complexity of the subject matter and varied audiences that must be targeted make communicating via traditional advertising an imprecise science. It’s just difficult to say all that needs to be said using traditional print and broadcast channels.
The internet, electronic media, and social networking have certainly been game-changers in addressing these concerns. But ultimately these are just alternative platforms, not replacements for well crafted communications.
Josh’s post asks what good HC communications looks like using outdoor (billboard) media. I would ask what makes a compelling HC message that can be integrated across ALL channels? Any ideas?
Tags: Healthcare, Josh McColough, Marketing, Pulse, Ragan, Social Networking
January 12, 2010 at 4:09 pm |
I’m wondering who the heck picks a health care provider based on a billboard???
January 13, 2010 at 9:54 am |
Thanks for your comment Laura! Your point is well made.
Outdoor advertising, generally speaking does not create brand presence. It is a terrific tool for reenforcing an established brand however. In terms of HC in W. Michigan, think Priority Health. I also like what Mich Blood has done w/ Outdoor in supporting their rebranding efforts.
You may not pick your HC provider based on a billboard, but it certainly could help in cementing their brand in your consciousness. Of course, that brings us back to my original question…
February 12, 2010 at 1:22 pm |
I’m glad you like Josh’s post. I work with Josh on Sherman’s advertising and social media and always enjoy his perspective. I noticed you follow social media, so I simply wanted to contact you to make you aware of my blog. I think it could help you with ideas as you move forward. http://www.demicooper.com/blog