The Latest News
Jan 3, 2012
Bevolo book featured in Twin Cities Business Monthly
“Joe Public Doesn’t Care About Your Hospital,” a new book authored by Chris Bevolo, was featured in the “Starters” section of the January 2012 edition of Twin Cities Business Monthly. The article, titled “Beyond the Smiling Billboard,” features an interview with Bevolo by senior editor Gene Rebeck, who says the book “…provides a sharp-elbowed, cogent, and often amusing read on the health care market…”
Dec 12, 2011
New “Joe Public” consulting services now available
To help organizations seeking change embrace new and more effective marketing philosophies, Chris Bevolo has launched a series of “Marketing Transformation” consultations based on his new book, “Joe Public Doesn’t Care About Your Hospital.” Ranging from a two-hour webinar to a comprehensive two-month consulting engagement, the new services are designed for marketing leaders who want to bring the ideas found in the book to life in their own organization.
“In some cases, marketing leaders may just want a little additional direction, so they can take the reins of instituting change on their own,” says Bevolo. “In other cases, they may be looking for additional guidance, an outside and honest auditing of their situation, or deeper collaboration with their marketing teams. The goal of these consultations is to further enable those who embrace the philosophies of change outlined in ‘Joe Public’ to accelerate their own transformation.”
The new services are:
The Marketing Transformation Workshop
Using the five areas of transformation found in the book, “Joe Public Doesn’t Care About Your Hospital,” clients will learn how to diagnose where they stand compared to industry norms and how to prioritize those areas that deserve the most focus. This two-hour webinar is a perfect supplement to the book and will set clients on the right path to transforming their approach to marketing.
The Marketing Transformation Retreat
Using pre-retreat homework as a foundation, Chris will spend an entire day with the client marketing team to better understand key areas of concern and explore comprehensive solutions for improving their approach to marketing. Client teams will leave the retreat exhausted, exhilarated, and armed with the knowledge and experience needed to begin their transformation.
The Marketing Transformation Engagement
For those seeking the highest level of evaluation and change, this two-month consultative process begins with an audit of marketing practices and ends with a comprehensive plan for accelerating the adoption of new and better practices. Along the way, Chris will engage with the client marketing team to ensure adoption and ownership of the transformation plan.
For more information on these consultative services, contact Chris Bevolo at chris@chrisbevolo.com.
Sep 10, 2011
Story on Sanford Health brand efforts features insight from Bevolo
A story on the increasing brand efforts from Sanford Health in Sioux Falls, South Dakota featured an interview with Chris Bevolo. The article,”Sanford Building National Name,” was published September 6 by the Sioux Falls Business Journal. Bevolo provided feedback on Sanford’s brand building efforts, its marketing efforts in the Twin Cities, and the impact of their new breast cancer center:
“Systems open cancer centers all the time, but rarely would an entire cancer center have $100 million behind it…So to have that investment in breast cancer, alone, that can get them to a point where they start entering the discussion with Mayo, Johns Hopkins and other major systems.”
Bevolo column featured in Healthcare Marketing Report
Chris Bevolo was featured in the July 2011 issue of Healthcare Marketing Report with the column, “Combating Politically Driven Marketing Requests.” The article provided advice to hospital marketers on dealing with politically motivated marketing demands from leadership, physicians and others in the organizations. Said Bevolo:
“It’s the dirty little secret in healthcare marketing. So much of what hits the streets by way of marketing initiatives, especially advertising campaigns, is driven not by sound marketing strategy but in response to internal political pressure.”
Tips included gaining senior support of marketing plans and consistently measuring marketing results.
Aug 15, 2011
New book: Joe Public Doesn’t Care About Your Hospital
I’m excited to announce the release of my new book, “Joe Public Doesn’t Care About Your Hospital.” This book was written as a call to arms for hospital and health system marketers and executives looking to break from the past and move their marketing strategies forward. Readers will learn about the current state of healthcare marketing, who Joe Public is, why he and she doesn’t care, and how that impacts their marketing strategies. Subsequent chapters address bad marketing habits, how to breathe life into “zombie brands” and why measuring marketing effectiveness is essential. Continue reading…
Jul 14, 2011
Bevolo featured in new book on physician relations
An interview with Chris Bevolo is featured in the new book by Kriss Barlow, “The Complete Guide To Physician Relationships,” (HcPro, 2011, $129). The book, based on interviews with more than 200 physicians, features a section titled “Prioritize Your Marketing Strategy,” with insights from Bevolo on the physician surveys and how they related to promoting hospitals and health systems. The section, featured in Chapter 8, “Promoting Services,” includes the following quote from Bevolo:
“The good news is that I would have imagined the number of physicians who rated mass advertising as the best way to promote services to be much higher. The bad news is that at 40%, it’s still the highest rated response, rated higher than two potentially more potent strategies — interactive and marketing to other physicians.”