Nearly half of all hospitals in the United States are losing money, as indicated by a recent study published in Health Affairs, a struggle that has only been exacerbated by the requirements of value-based care. And, as patients are now responsible for an increasing portion of their finances related to healthcare, decisions are made more selectively regarding where to obtain medical services. This means providers and hospital systems must work even harder to attract — and retain — today’s discerning patient.
Here’s an all too familiar saga. An employee goes to the press claiming that he was regularly sexually harassed at your company with senior leadership's knowledge and, by a lack of action, consent to the practice. It’s the first time you hear about it, but not before the blogosphere goes ballistic on the news.
There’s been a lot of finger-pointing on both sides of the political aisle since Donald Trump became our President-Elect. But as a marketer, I’m more focused on one aspect that hasn’t received the attention it deserves - voter turnout.
When the decision is made to rename your business, it’s never made lightly. On a grand scale, the catalyst for renaming could be a response to the acquisition of companies that bring new brands and new products under the corporate banner. Often times, a business outgrows its name, expanding into new products or services that didn’t exist when the company started. For many older businesses, its might be simply time to modernize their brand - and renaming is often the start of that process.
Creating a brand message that supports your core business objectives.
Think of your favorite consumer-facing website. Think about why you like it. Chances are it has delivered content that’s relevant to you, piques your interest and genuinely reflects the mission and/or capabilities of the brand. The combination of the message (the words), images and multimedia used to collectively tell the brand’s story and business objectives are the essential components established by a successful upfront content strategy. Good content strategy guides the development of content for achieving a company-determined business objective or goal. Kristina Halvorson, CEO and founder of Minneapolis-based content-strategy agency, Brain Traffic developed the industry-accepted definition of content strategy as “Planning for the creation, delivery, and governance of useful, usable content.” In her excellent book, Content Strategy for the Web, she insists that to have a successful content strategy, you need to:
A lot of what Gary's talking about reminds me of how the Kardashians have built their brand — they're simply showing you their (supposed) raw, everyday life, which is certainly a cornerstone strategy for Gary. It's leading me to think about how I can "Kardashian the brand" here at Inside the Elevator. Great food for thought in this video!
Gary Vaynerchuk has some great nuggets in DailyVee 52: Southern Hospitality. My favorite is at 7:10. Gary is doing a "Q&A" at the Sloss Tech Conference in Birmingham, AL and is asked, “Do you ever get down? What gets you down?”. Gary responds with, “As long as the 8-12 fire people in my life are healthy, I struggle to really get down.” Good Gary V, good.