BOOKS • PAPERS

Now more than ever, healthcare leaders are demanding results for their organization’s marketing and branding efforts. This paper provides a primer for measuring marketing performance for hospitals and health systems. Content includes three main categories of marketing metrics, a simple method for measuring results of an individual marketing activity and strategies for building a marketing performance measurement discipline. The paper also includes a sample metrics report with key questions for marketers to consider.

A safe estimate might be that between 5 and 10% of hospitals are in a position to embrace branding at its deepest and most powerful levels. But what about healthcare marketers who believe in the value of branding? If their organization isn’t ready for a true brand strategy, do they just give up hope? We say absolutely not. The key is understanding where your organization stands relative to branding, and how far you can push brand as a strategy given that position.

This paper takes a look at the trend of outside influencers and their role in consumer healthcare decisions. The trend is so new that currently there are more questions than answers. So along the way, we pose key questions marketing leaders need to consider. At the end of the paper, we share some next steps for considering outside influencers as part of your marketing strategies.

Healthcare consumers are becoming more empowered every day, thanks to their access to information, the growing choices they’re presented within the market, and the spread of consumer-driven health plans. With more and more consumers spending more and more of their own money through HSAs, HRAs and other high-deductible plans, they will become even more demanding.

GeigerBevolo, Inc. has concluded the first-ever study of patient experience at the top 11 heart centers in Minneapolis and St. Paul, Minn. The findings are available in a report titled Our First Impression: A Study of the Patient Experience at Twin Cities Heart Centers .

“The New Competition," a new paper released by GeigerBevolo, is intended to help hospitals and healthcare systems understand new threats to their established business models and inspire ideas for potential opportunities.

GeigerBevolo has just released its latest position paper, “Leading the Charge: How marketers can help shape the patient experience." This paper shows why, with patient satisfaction improvement so critical to healthcare organizations, a focus on the clinical experience alone is not enough.

This 24-page publication is intended to help hospitals and health care systems understand the potential for increased name recognition, managed cost-savings and improved patient clarity that can be achieved when all elements of an organization are consistently branded.