Under the Influence - Second Edition: The Anthology of Healthcare Marketing Best Practices

Description

Even before COVID hit, hospitals and healthcare systems in America were facing increased competition, new healthcare models and changing consumers habits. After COVID, these issues are exacerbated. It is essential for organizations to identify their point of difference to create a compelling reason for consumers to choose them over the competition. Updated for the post-COVID economy, we've taken our ideas, experiences and hospital marketing expertise and packaged it into this collection of educational essays. These topics can help hospitals and health systems create stronger brands, smarter strategies, engaging content and uncommon results. Topics in this book include: - How to Treat Healthcare Consumers: A generation-by-generation look at healthcare consumers - The Power of Branding: The how-to guide for brand building - Setting the Game Plan: Budget planning for hospital marketing - When Things Don't Go According to Plan: Crisis planning - Building a Brand Culture: Finding your organization's purpose - Storytelling for the World We Live in: How to engage audiences with stories - A Reliable Source - Marketing Analytics: How to build campaigns around analytics

Under the Influence -- Second Edition is written by the team at Smith & Jones, led by Paul Fahey. Paul Fahey is the Vice President of Smith & Jones. A strategic thinker and accomplished creative, Paul brings a unique left and right-brain approach to the science of marketing and public relations. He has helped healthcare clients rebuild brands after bankruptcy, grow service lines amid fierce competition, attract and retain top talent, and make deeper connections with donors and the communities they serve. In addition to his client work, Paul has directed hundreds of research studies and personally moderated more than 450 focus groups. His experience is derived from his work with more than seventy domestic agencies, hospitals, and health systems serving urban, suburban, and rural markets.