Four UPDATED Marketing Resolutions for 2021

In January 2016, I wrote a blog titled “Four Marketing Resolutions for 2016.” I cited research identifying that “people who write down their specific resolutions are 10 times more likely to attain their goals than people who don’t make specific resolutions.”[1] So I made my marketing resolutions public:
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Five important college enrollment messages to send to high school students’ parents—right now!

By David Brond, Elizabeth Cohen and Linda McAleer

Multiple articles have been written about the important role parents play in their child’s college decision. Most higher education marketers and enrollment professionals agree that a parent’s powerful influence in guiding high school students throughout the college application and admission process is often unmatched by any other person.
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The Importance of Market Research in Times of Uncertainty

Amid the current coronavirus situation, some organizations may be tempted to implement a “wait and see” approach to marcom. However, now is not the time to cut branding or market research efforts. For healthcare organizations there is an obvious need to focus short-term priorities on the Coronavirus pandemic and its day-to-day impact on human and financial resources, operations, patient care and safety. Read full post...

Digital Marketing: So Many Lessons Learned

While many healthcare providers have been late adopters of digital marketing (as compared to other industries), it is fair to say that, as of 2018 it is now a cornerstone of most healthcare marketing programs. And that prominence comes from success and lessons learned—some good, some not so good—about both general and digital marketing.

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Dashboards: More than Keeping Score

Marketing dashboards are an essential deliverable for any marketing team. Senior leaders want to know what they are getting for their investment in marketing, and how marketing will advance their strategic plan. And for marketers, it is important to document how effective you were in achieving your stated goals. So, where to begin?

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Facing the Ultimate Marketing Challenge: Bringing a New Brand to Market…Yours!

Inevitably at some point during your healthcare marketing career you will be faced with bringing a new brand to market. As you do, it is critical to stay focused on the strategic and business objectives of your organization, while also protecting the equity of your brand. The following scenarios describe bringing a new brand to a market, assuming you currently have standing or brand value. The goal in both cases is to leverage the equity of all the brands to enhance your brand, differentiate you from competitors and better serve your customers.

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Building and Maintaining Great Agency Relationships

Over the past four-plus decades, AB&C has worked with some of the most premier healthcare systems across this country—large and small—and we greatly value those relationships. But great agency-client relationships just don’t happen; they take true commitment by both parties to be successful. And over the years, we have learned what makes a great working relationship and want to share that knowledge with you, because agencies, while a source of expense, are also an investment, and have a key impact on your organization and your ability to meet patient and provider needs, delivery quality care and build your brand.

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What Makes a Successful CMO?

In my experience as a hospital chief marketing officer (CMO) and in working at AB&C with healthcare CMOs, I’ve found a number of attributes that serve a person well in this role. On Innovation Enterprise, which provides leading-edge ideas and information on a variety of key business channels, Rose Johnstone identifies a number of these attributes from the business world that apply to the healthcare industry.

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Dashboards: If You Can Move It, You Can Measure It

Healthcare organizations have always struggled with measuring return on marketing investment (ROMI), mostly because of multiple systems of data collection that don’t speak to one another. But with the advent of new “tools,” that challenge is getting easier — if you have the building blocks in place.

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How to Socialize Your Brand

If you followed a systematic approach to build a new brand (or refreshed an existing one), you started with discovery research. You then developed a brand mantra to inform how your brand would be articulated to internal audiences and the outside world. Finally, you created or refined the outward expressions, such as the name, mark and colors.

All of this hard work was done in preparation to share your brand with stakeholders and customers. This is when the rubber hits the road. It’s important to invest as much time, and as many resources, into properly socializing and managing your brand as it is to develop, create and refine it.

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The Essence of a Brand Mantra

As branding experts, we have developed our own vocabulary for what we do and how we help organizations define and present themselves to consumers. We use terminology like “brand architecture,” “platform,” “positioning,” “promise,” “proof point,” “personality,” “identity” and “tag line” to describe how we create, communicate and control the attributes of a brand. An important but often overlooked step in the process of building or revitalizing a brand is the development of a brand mantra.

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The Art of an Adequate Thank-You

The holidays always elicit a flashback to the one thing that wasn’t so “joyous” for me as a kid: the thank-you notes. Many of us had parents who made us write to everyone who gave us presents—and not just during the holidays either. For us kids, it was a chore. In retrospect, I now see that, for our parents, thank-you notes were a way to build stronger relationships.

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Achieving Success Along the Customer Journey

Ever since there’s been the practice of marketing communications, there’s been a concept inseparable from it: the customer journey. If you understood your target audience and could communicate effectively at each stage of their purchasing journey, you’d do OK in the marcom profession.

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Do You Know Your Net Promoter Score?

One of the most important drivers of business for any organization — of any size — is referrals from satisfied customers. Meeting or exceeding customers’ expectations creates a long-term relationship and loyalty, which leads to referrals. And loyalty can pay off — loyal customers are worth up to 10 times their initial purchase value.

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Marketing’s Role in Connecting Organizations with Customers

“The purpose of business is to create and keep a customer.” This directive was identified by management consultant, educator and author Peter F. Drucker, whose writings contributed to the practical foundation of the modern business corporation.

Today, marketing plays an ever-increasing role in creating and growing businesses and brands by connecting organizations with current and potential purchasers along every step of the customer-experience journey. The role of marketers is to identify and research audiences, and then expertly reach and inform them about brands, products and services to facilitate the growth of business in today’s highly competitive environment. Marketers who embrace and combine the new tools of digital and social media with traditional and guerilla marketing will have greater success at connecting customers with their business.

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