Integrated Branding Blog | Movéo

2009 Aster Awards recognize our healthcare advertising

Movéo Integrated Branding wants to send out a big thank you to all of our clients and everyone involved in this year’s Aster Awards for recognizing our work. The Aster Awards is an annual competition dedicated to recognizing outstanding healthcare marketing on a national level.

We are humbled in being recognized with the following:

GOLD AWARDS:
Saint Francis Hospital -- Evanston, IL
Agency: Movéo Integrated Branding -- Oakbrook Terrace, IL
Award: Gold
Entry Name: 'The Pump Inside Your Chest'
Group: Hospital 150 - 299 beds
Category: Outdoor Transit - Single

Saint Joseph Hospital -- Chicago, IL
Agency: Movéo Integrated Branding -- Oakbrook Terrace, IL
Award: Gold
Entry Name: Physician Recruitment
Group: Hospital 300 - 499 beds
Category: Professional Recruitment - Single

Westlake Hospital
Agency: Movéo Integrated Branding -- Oakbrook Terrace, IL
Award: Gold
Entry Name: First Rate Care
Category: Physician Referral Program

SIVLER AWARDS:
Resurrection Ambulatory Care Services -- Chicago, IL
Agency: Movéo Integrated Branding -- Oakbrook Terrace, IL
Award: Silver
Entry Name: Center for Breast Care
Group: Specialty Care
Category: Total Advertising Campaigns

BRONZE AWARDS:
Saint Joseph Hospital -- Chicago, IL
Agency: Movéo Integrated Branding -- Oakbrook Terrace, IL
Award: Bronze
Entry Name: 'The Weight Is Over' Direct Mail
Group: Hospital 300 - 499 beds
Category: Direct Mail Piece – Single

MERIT:
Saint Joseph Hospital -- Chicago, IL
Agency: Movéo Integrated Branding -- Oakbrook Terrace, IL
Entry Name: Seton Family Health Center
Group: Hospital 300 - 499 beds
Category: Total Adv. Campaign W/Out TV

Microsoft and Google get in the health game

Technology giants Google and Microsoft have entered into the online healthcare biz with the launches of Microsoft HealthVault and Google Health. Both platforms allow anyone to create a free account, which they can update with personal medical information and family health history. Secured settings allow the user to keep their personal information public or private, depending on their preferences.

Aside from importing medical records, HealthVault and Google Health let users search for doctors and other health services that might be of interest. Digital devices, such as blood pressure monitors, that monitor your health and upload it to your physician are also in the works. This cuts time and money from routine office visits, hopefully making healthcare more efficient and affordable.

Microsoft’s HealthVault, which is currently in beta, has much more of a professional feel. Google is using their traditional simple layout with bubbly icons and lots of white space. Trustworthiness and credibility go a long way in the health care industry, even in design, and right now it looks like Google isn’t quite as far along in the development stage.

Here are a few resources on how some clinics are already using HealthVault:
Healthcare IT News
Life as a Healthcare CIO blog

Is it time you joined in?

To learn more about our healthcare marketing services, visit Moveo.com.

The evolution of choosing a doctor

As the Internet evolves it takes many industries along for the ride. One such industry is healthcare. Way back in the old days, more popularly known as the ‘90’s, healthcare customers would rely on word-of-mouth references and telephone books to find a family doctor. But oh how the times have changed.

Nowadays, the Internet has molded us into a research-intense society. We can go online and scour the Web to help find qualified doctors. Thanks to user-generated content, some sites even allow us to categorize potential physicians not only by proximity, but by ratings and reviews.

Because of this migration to the Web, it’s critical that healthcare companies and physicians are visible online. The Internet is the new phone book, but more dynamic. Healthcare doctors and companies can host a blog, publish videos, educate their clients, etc. There's a whole new world of Internet healthcare marketing. Sites like WebMD.com have physician directories complete with profiles and contact information. It's important for physicians to be included in these major directories, so they don't miss out on potential customers.

Jeff Swanson, Organic Search Specialist

Using Tag lines as AdWords Headlines

Traditional thinking of how to construct an AdWords typically falls into two schools of thought. The first school, championed by Perry Marshall and other Guru’s, is to use dynamic keyword insertion to ensure your headline matches the search query of the user. The second school, promoted by many experts such as David Bullock, is to instead to very finely group keywords so you can write a headline that will always be very specific to what the user searched for. I have always agreed with David. However, I never shy away from split-testing something new. There are several new styles of headlines I have split-tested that have proven effective. 

1. Tag Lines as Headlines. Ex. For NES Rentals we used “Get it in Gear” 

2. Brand Centric. Ex. For Alloyd Products we used “Alloyd Brands” 

3. Event Based. Ex. For Thermosafe we used “See Us at PackExpo” 

By giving each of these different approaches a chance Movéo’s clients' ads stood out from the competition, who were set in one of the two typical schools of thought. In B2B and Healthcare copywriting for Paid Search Marketing one cannot be afraid to try something new. Metrics are so easy to track and analyze that finding the best conversion sources is often just one creative test away. Headlines do not all need to be the same style.

What is Your Trade Dress Addressing?

I recently had the misfortune to endure yet another dreaded annual doctor's visit. In the exam room, I sat on the uncomfortable exam room bench awaiting a knock on the door to indicate the doctor's arrival. To rid my mind of the inevitable pokes, prods and looks of consternation to come, I became absorbed in my surroundings.

I noticed many medical devices - blood pressure monitors, diagnostic instruments, microscopes and disposable syringes to name a few - neatly  packaged and placed around the room.

Packaging is undoubtedly important in the B2C world as evidenced by Martin Jelsema's recent commentary, "Packaging Your Brand: Do You Give it the Attention it Deserves?". Less obvious, but just as important, is packaging for physicians and healthcare systems. The messaging that healthcare packaging needs to convey is simply different.

"The private sector has long recognized the importance of image in both
    selling services...the packaging of the message is usually more
  influential than the content of the message."

Healthcare packaging may not need to reach mass audiences and spur impulse-buys akin to that of the B2C world. Instead, it needs convey a sense of 'a quality product within'. Healthcare packaging should be built on more than customer acquisition; it should also convey a sense of credibility and efficacy through packaging integrity, which will reinforce customer brand loyalty. In a June 2008 article from Healthcare Packaging magazine, Pat Reynolds stated that:

"...poorly designed packaging may make it easier than ever for someone
  to compromise your brands."

Lisa Swarbrick, Associate Manager, Brand Strategy & Research

Yahoo to add CBS to growing Yahoo TV

TechCrunch reports confirmation that Yahoo will be announcing a partnership with the CBS Audience Network to serve video advertising and provide content through Yahoo TV. The CBS addition will be the largest percentage of content on Yahoo TV, joining Fox and NBC. The CBS Audience Network is currently providing content through it’s own web site, MSN, iTunes, YouTube Comcast’s Fancast, and AOL, with over 300 partners overall. Yahoo tested the relationship with CBS with a previous deal to stream local news and sports videos in sixteen metro areas, and content related to its 60 minutes program.

As more mainstream media companies begin partnerships to control revenue from consumers viewing content online This partnership with CBS makes MSN’s deal with HP seem like backwards thinking. As more people go to the Internet to watch television programs more advertisers are testing the digital waters.

Publishers are testing the digital environment with Yahoo as well. According to the c|net’s Caroline McCarthy, “the participant count for Yahoo’s local Newspaper Consortium advertising project is now up to 779 publications; members of the consortium will be the first to use Yahoo’s AMP technology when it debuts later this summer.”

As much as Microsoft and industry analysts want to count out Yahoo they are still #2 in search traffic, more than double the traffic of MSN. With each of these new offerings Yahoo is showing why they are #2 and why they are very relevant to advertisers looking past the Giant, Google.

Healthcare organizations who are already advertising on television will now have a major network to look to in testing new advertising avenues as consumers habits begin the, most likely decade long, period of change and adoption of new technology.

Does Patient Satisfaction Matter?

Healthcare Providers Lag on Customer Loyalty Metrics

A lot has been written about how the healthcare industry is woefully behind
most others in their strategic marketing competence, technology adoption,
customer focus, etc. This is not news.

Actually hospitals have been conducting patent and stakeholder satisfaction
surveys for a long time. But how have they been applying the results? Toward
building patient brand loyalty? Improving the care offering or service? The
reality is that very few provider marketers or hospital employees know if or
how the survey information is applied.

Much of the impetus for patient satisfaction surveying is driven by the
federal government’s quality mandate and establishment (HCAPS). Moreover,
enterprising satisfaction survey research companies have taken full
advantage of the need for hospital compliance to successfully sell ongoing
survey products (not consulting) to providers, in effect creating client
loyalty to the patient satisfaction survey process. But few really know how
the complex survey reports, tables and data symbols are used (if at all) or
who within the hospital owns the program. Does the hospital CEO regularly
keep tabs on ratings? Are strategic marketing and customer service plans
created based on the feedback? Doubtful.

So if hospitals are behind in their understanding and use of customer
satisfaction data, where are they with the latest in loyalty metrics, the
Net Promoter Score (NPS) survey. You guessed it…not very far. And
satisfaction survey companies are naturally challenging the NPS methodology
since it is ridiculously simple and actionable…and threatens their
livelihood.

Leaders at Cancer Treatment Centers of America and Ascension Health however
do read their NPS results regularly and act on them…but these are among the
enlightened few NPS practitioners in the healthcare provider field.

So a hospital that can figure out how to develop and implement NPS will have
a strong chance of standing out in the market, driving needed organizational
change and building powerful consumer, physician and staff loyalty... and
hence brand value.