Lori Moore

The Future Is Here—Using AI to Market Your Hospital

ChatGPT — How Do I Market My Hospital?

How do I use AI for hospital marketing?

The future is here—robots, infinite knowledge at our fingertips, self-driving cars. Artificial intelligence (AI) is the newest shiny object—available for free and on numerous open-source platforms. Whether ChatGPT, Bard, Bing or other models, they understand natural language and generate human-like responses in seconds.

We’ve blogged about AI several times, but we decided to give it a try with writing this blog. We made a specific request for information to share with readers. Below is the prompt that we input on the ChatGPT platform. ChatGPT responded with a 586-word healthcare marketing blog in less than 60 seconds.

All-in-all, ChatGPT delivered an accurate healthcare marketing primer. Rather than fearing AI, we see it as another tool to help us work smarter and jumpstart ideas when staring at a blank screen.

Our prompt:

In a 600-word blog, explain the best ways to market health care services and programs of hospitals in the United States. The hospital is in any city and can be any size.  The hospital wants to tell patients and people who might become patients why they should choose it when they need health care.

ChatGPT’s response:

In today’s highly competitive healthcare industry, marketing plays a crucial role in attracting and retaining patients. Hospitals must have a well-planned marketing strategy to differentiate themselves from their competitors and convey their unique value proposition to potential patients. In this blog post, we will discuss the best ways to market healthcare services and programs of hospitals in the United States.

  • Develop a strong brand identity. A hospital’s brand identify is what sets it apart from its competitors. It should be unique, memorable, and communicate the hospital’s mission, values, and services. Developing a strong brand identity involves creating a logo, tagline, and other visual elements that communicate the hospital’s message.
  • Leverage digital marketing: With the majority of people searching for healthcare services online, it’s essential to have a strong online presence. This includes having a mobile-friendly website, social media profiles, and online directories. Hospitals can also use search engine optimization (SEO) and pay-per-click (PPC) advertising to drive traffic to their website and increase visibility.
  • Provide exceptional patient experiences: A hospital’s reputation is built on the quality of care it provides. Patients are more likely to choose a hospital that has a reputation for providing exceptional patient experiences. Hospitals can achieve this by ensuring that patients are treated with respect, compassion, and empathy, and their needs are met promptly.
  • Offer unique services and programs: Hospitals can differentiate themselves from their competitors by offering unique services and programs. For example, a hospital could offer specialized services like cancer treatment or orthopedic surgery, or programs like wellness and nutrition classes.
  • Partner with local organizations: Hospitals can partner with local organizations to increase their visibility in the community. For example, a hospital could partner with a local gym to offer wellness classes or sponsor a community event. This helps to build trust and establish the hospital as a valuable member of the community.
  • Build relationships with referring physicians: Referring physicians play a crucial role in directing patients to hospitals. Hospitals can build relationships with referring physicians by providing quality care, keeping them informed about their patients’ progress, and offering continuing education opportunities.
  • Use patient testimonials: Patient testimonials are a powerful marketing tool as they provide social poof of the quality of care provided by the hospital. Hospitals can use patient testimonials in their marketing materials, on their website, and on social media.
  • Offer convenient access to care: Patients are more likely to choose a hospital that offers convenient access to care. Hospitals can achieve this by offering online appointment scheduling, telemedicine services, and extended hours of operation.
  • Host community events: Hosting community events is an excellent way for hospitals to engage with the community and promote their services. For example, a hospital could host a health fair or a blood drive.
  • Measure the effectiveness of marketing efforts: Finally, it’s essential to measure the effectiveness of marketing efforts. Hospitals can use tools like website analytics, social media metrics, and patient satisfaction surveys to track their marketing efforts’ impact and make informed decisions about future marketing strategies.

In conclusion, marketing healthcare services and programs of hospitals in the United States requires a well-planned strategy that involves developing a strong brand identity, leveraging digital marketing, providing exceptional patient experiences, offering unique services and programs, building relationships with referring physicians, using patient testimonials, offering convenient access to care, hosting community events, and measuring the effectiveness of marketing efforts. By implementing these strategies, hospitals can differentiate themselves from their competitors, increase their visibility in the community, and attract and retain patients.

Our Takeaway on AI for Marketing Your Hospital

Not bad for a robot! Your marketing team can leverage ChatGPT & other AI models when developing blog & social media content, saving valuable time. These tools are especially useful for small teams that may need some additional “help” with copywriting. However, AI isn’t perfect and there are some things you need to know before you use ChatGPT in your healthcare marketing strategy:

  1. Expect to edit ChatGPT’s response for a more human-sounding tone of voice that matches your brand. ChatGPT is a great starting point, but you should expect to do at least some minor editing to get your content publish-ready. Unsurprisingly, AI can sound a bit robotic at times so you’ll likely need to tweak the tone of voice and pacing. Even with a detailed prompt, ChatGPT won’t be able to understand your brand and how you usually communicate with patients, so you’ll need to also edit your copy to match your brand.
  2. Always fact-check the AI model’s output before publishing. ChatGPT and other AI models primarily use the internet for information gathering. That means they’re also collecting inaccurate and misinformation. Don’t assume your AI model got everything right without reviewing the information for accuracy.
  3. Google knows when you use AI-generated content, and it’s not a fan. In a somewhat recent search algorithm update, Google announced content written solely through AI will not perform as well on its search engine results pages. While AI can be helpful when writing content for your website, using it too much may end up hurting more than helping your marketing efforts.

Artificial Intelligence Predicts the Future for Healthcare Marketing

“Hey Google, I Don’t Feel Well”

Person holding phone that shows the Google voice search prompt saying "Hi, how can I help?" Next to the phone is a large speech bubble with the quote "Hey Google, I don't feel well."

A true story following a Thanksgiving Day mishap—”Hey Google, I burned my hand.” Forgoing care at the nearest urgent care, I opted for the next best thing—Google Nest.

The virtual assistant advised immersing my hand in cool water (not ice water), applying petroleum jelly three to four times daily and not putting butter, vanilla or ointments on the burn as those could cause infection. I found basically the same tips on WebMD.

According to Google Insights, more than 700 million people turn to Google devices every month as their personal assistants. Add in Amazon’s Alexa, Apple’s Siri, and other virtual assistant software, and there’s infinite information being disseminated by artificial intelligence (AI).

Based on changing consumer patterns, much of the quick information they seek is likely to be healthcare-related. To ensure the reliability of that information, AI needs to be part of healthcare marketing strategies.

Consumer demand drives AI and other digital healthcare tools, which have increased dramatically since the start of the pandemic. According to the Huron 2022 Healthcare Consumer Market Report:

  • 78% of consumers participated in telehealth visits last year.
  • 53% of survey participants are likely to switch providers for superior virtual care offerings.
  • 34% of consumers consider themselves digitally inclined—a significant shift in the youngest (ages 18 to 44) and fastest growing consumer segment.

AI Virtual Assistance

AI is being used in healthcare for everything from virtual assistants setting reminders for wellness checks and mammograms to screening for breast cancer.

Machine learning algorithms, which drives the talk behind AI, can also help target ideal patients much the same as social media apps push content based on user patterns.

Considering the millions of people turning to virtual assistants, it’s imperative to constantly update hours, addresses, services, maps and other digital information. Check Google listings bi-monthly; ask Siri and Alexa health-related questions to ensure the reliability and relevancy.

Chatbots are virtual assistants. With the help of matching learning and natural language processing, chatbots help to personalize online experiences. They address simple questions, handle scheduling requests from patients or guides users to relevant information. Optimize the user experience with chatbots on the health system’s website, patient portal or service line app by routinely testing the virtual assistant.

The first step in the search process is directing patients to the correct information and ultimately to a website. Getting them there quickly requires SEO to be more intuitive for AI, since 70% of requests are in natural language rather than web search keywords.

AI In Clinical Settings

Any type AI being used in clinical settings deserves the marketing spotlight. It’s the newest shiny object, much like 3D mammograms and robotic surgery before it. However, unlike those innovations, AI is a two-way partner in the healthcare journey. We ask questions; it answers back.

Dr. Ayanna Howard, one of the world’s leading experts on robotics and the intersection of AI and humanity, predicts in 10 to 20 years, all industries will be influenced by AI. 

AI can ease the workload for physicians. The end goal for both—doctor and AI—is recognizing patterns. Nearly 500 healthcare AI startup companies raised a record $12 billion in funding last year.  AI assisted  tasks include streamlining patient intake with text-based AI chatbots; “virtual medical residents” that prescreen patients; and AI triage-guidance tools.

Mayo Clinic researchers are using AI to predict how patterns of changes in pregnant patients can identify whether vaginal or cesarean births are less risky. The University of South Alabama Health offers enhanced colonoscopy aided by AI to detect polyps with visual markers in real time.

AI Assisted PR

AI isn’t just for clinicians and researchers. It can make marketing and public relations much easier.

A new study by PRophet and The Harris Poll reveal that 92% of public relations (PR) professionals believe AI is worth exploring. Of participants surveyed, 55% said AI would be useful when crafting PR materials and predicting media interest.

Imagine the time saved when pitching if we know who is actually interested. According to a study from PR company Propel, journalists responded only to an average 3.25% of pitches they received in Q2 2022.

The PRrophet platform can algorithmically figure out which journalists are most likely to take an interest in a pitch and what they sentiment is likely to be.

Whether growing brand awareness, amplifying messages or forecasting clinical complications and treatments, AI is now the future of healthcare in the present.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

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Listen Up: Podcasts Offer Consumers Helpful Health Information

Among the changes prompted by the pandemic and the way consumers choose to receive healthcare information has been the growth of podcasts. In lockdown, they began tuning in to podcasts while trying to maneuver through conflicting information.

As many as 32% of Americans listen to podcasts on a monthly basis. That’s 150 million people listening to experts—often self-professed—crime sleuths, business leaders and celebrities talking about everything from decades-old murder cases and financial advice to politics and advances in medicine.

Since 2020, the interest in everything healthcare has created a growing market for health and wellness podcasts offering helpful information to consumers. As many as 17% of podcasts are devoted to health, wellness and fitness topics. Listed among the best podcasts of 2022, “Sleep With Me” entices listeners to do just that—hop in bed, close their eyes and listen to a story that gets progressively boring until they fall asleep.

Podcasts give physicians and healthcare leaders forums to share their experiences and expertise with patients and peers alike. Healthcare organizations can use podcasts to inform consumers and clear up misinformation.

Inside Pediatrics from Children’s of Alabama is a free monthly podcast that explores topics relating to childhood health and wellness as well as research and treatment at the academic medical center. It can be downloaded from the hospital website or from a number of other platforms.

The popular TEDTalks also offers TED Health with doctors and researchers discussing breakthroughs in their fields as well as daily habits to leading healthier lives.

How to Start a Podcast for Your Hospital

The pandemic pressured healthcare organizations to find new innovations and digital tools to meet consumer demand. Gen Zs, in particular, turned to podcasts while isolated. More than one-third of American 18-to-24 year olds listen to podcasts at least weekly, with mental health being the top podcast genre among the age group.

When considering starting your own podcast, determine the purpose. It can help build brand awareness, deliver on the patient experience or even generate revenue with clear calls to action. The top goal for 24% of all podcasts is awareness/education.

Podcast episodes typically run 20 to 40 minutes long. Carefully evaluate the hosts and guests to determine if they can hold an audience’s attention for that length of time.

Other things you need to start your own podcast include:

  • Storage and distribution. You can code your own podcast or upload audio files to a service such as Soundcloud, Buzzsprout, Podbean or SimpleCast. These publishing platforms provide storage and distribution for a fee. Some offer audio editing capabilities.
  • Cadence. Decide whether to publish daily, weekly, monthly or quarterly. Listeners want consistency, so stick with the decision. The most common cadence is weekly for podcasts.
  • Software. Use quality audio recording software. For Mac users, GarageBand is free and easy to use, as is QuickTime. If recording and editing on a PC, download Audacity, which is also free. You can also record and edit in Zoom.
  • Microphone. Even though you can record from a laptop mic, phone or ear buds with built-in mics, invest in a quality microphone. A good one costs less than $100.
  • Interview setups. Interviews recorded in a studio produce the best audio quality. But it’s easy to interview guests remotely through Zoom, Skype, Zencastr or even by phone.  When interviewing online, the hosts and guests should be in quiet rooms. Wear headphones and speak directly into the microphone. Remind guests to mute notifications on their computers and phones.

How to Promote a Podcast

Once the podcast is “on the air,” you want to build listeners. First, decide on the target audience—patients, peers or general consumers. As you do for websites and blogs, remember SEO and create topics and titles that draw the targeted audiences’ attention.

Amplify the podcast on all channels—blogs, websites and social media. Consider creating a dedicated Facebook group so listeners can discuss episodes and receive updates. Facebook and Instagram are the leading channels for cross promoting.

When recording audio, record video at the same time and upload it to YouTube and shorts from the podcast to Reels.

Pitching to podcasters

Even if you’re not ready to launch your own podcast, include popular and relevant podcasters in your earned and paid media strategy.

Of podcasters who feature guests, 61% prioritize organic over paid guests. When pitching healthcare experts or leadership from your organization, remember:

Personalize the pitch; do your homework first.

  • Avoid confusing subject lines and large attachments.
  • Keep pitches to 200 words or less.
  • Most podcasters prefer receiving pitches early in the week.
  • Don’t call.

With 150 million people listening, you can build your brand and deliver relevant and accurate information through podcasts to consumers interested in staying healthy.

How Font Choices Impact Your Marketing Message

We’ve all received emails with a jumble of font styles, sizes and colors that triggers a visceral reaction worse than fingernails on the chalkboard. What were they thinking? More than likely their message was also lost. Font choices—whether deliberate or unintentional—can definitely impact the message.

One hospital administrator’s chosen email font was Comic Sans, often in ALL CAPS and sometimes with comical splashes of color. When asked by the hospital CEO about the font choice, the administrator replied that it made him feel happy. Shortly afterwards, the brand standards guide was revised with strict dictates for font style, size and no color other than black for all hospital communications.

While Comic Sans may have made the sender happy, a message that looked light-hearted about important matters may not have been well received.

A recent study from Monotype, the world’s biggest type foundry, and applied neuroscience company Neurons suggests that different fonts elicit different emotions. The survey of 400 people, from ages 18 to 50, reveals that fonts can influence the way we feet about certain messages.

We process the meaning of words and emotions in the temporal lobe of the brain. The presentation of words can also trigger emotional responses. While healthcare trends toward more serious messages, we generally want to maintain an optimistic rather than alarmist tone of voice. Words and fonts can simultaneously deliver tone of voice.

According to the study, softer and more recognizable fonts tend to produce more positive emotional responses. Pointy, sharp font types often trigger negative emotions.

Fonts are subjective and can mean different things to different people. A study from Brown University indicates that fonts can be ageist. As we age, our eyesight tends to weaken, making it more difficult to read or as quickly as we once did. But, before we blame it totally on age, it might be due to font choices.

Often clients request that we change the font style and size on documents. At an older age some people are no longer able to easily read light, condensed fonts.

The Brown study tested 16 of the most popular fonts used online, in newsprint and in PDFs among participants ages 18 to 71. None of the fonts proved the frontrunner. However, the survey showed that participants over 35 read more slowly on average than younger participants with every font except EB Garamond and Montserrat.

The reason may be the X factor. Of all the typefaces studied, Montserrat—a sans serif font—has the tallest x-height, which refers to the height of a lowercase x. Larger x-heights can improve readability.

EB Garamond  can trigger nostalgic reactions from older readers. It is more of a classic serif design but with updated features including a taller x-height.

Digital platforms typically default to sans serif typography with subtly rounded corners and stems that emote warmer, softer emotions. However, print typeface leans into serif fonts. Even recently published books may use Bodoni, Caslon or other classic typefaces designed in the 18th or 19th century. Pat Conroy’s “My Reading Life” is set in Kennerley, designed by Frederic William Goudy. The famed designer described the font as a “book letter with strong serifs and firm hairlines.”

Times New Roman, introduced by The Times of Londonnewspaper in 1931, remains one of the most widely used fonts of all time. Designed specifically for newsprint, it has a high x-height, short descenders below the baseline that allows tight linespacing and a relatively condensed appearance.

The Times kept the same font for 40 years, only replacing it with variants of the original typeface. Likewise, it was the easily recognized standard font of The New York Times until being replaced in 2007 by Georgia, still a serif design but wider and easier to read.

The American Psychological Association includes 12-pt. Times New Roman as one of only six options for papers written in its APA style.

When logos and brand standards are being redesigned or updated, make sure the designer supports font choices with target audiences in mind. Maximizing the impact of marketing messages depends on maximizing the readability of the message.

The Next Big Thing: Marketing To Gen Z
The next big thing: Marketing to Gen Z.

Marketing to Gen Z Requires a Whole New Strategy

Remember when everyone was trying to figure out how to successfully market to millennials? That conundrum is yesterday’s news. The next big thing on the marketing horizon focuses on connecting with Gen Z. Many brands see connecting with a new generation as a daunting task. But, figuring out how to market to Gen Z is probably easier than you think and can generate impressive results.

Why should you want to market to Gen Z? Below, we cover 6 facts about Gen Z to help you understand this new audience.

Generation Z—Gen Z or Zoomers—includes anyone born between 1997 and 2012. Why the attention on ages 10–25? Look at Gen Z’s numbers:

  • Represent 40 percent of US consumers;
  • Set to outpace Millennials’ earnings by 2031 with over one quarter of global income;
  • 48 percent non-white; nearly 22 percent with at least one immigrant parent;
  • 1-in-5 identify as LGBTQ+;
  • On track to be the best-educated generation with 57 percent currently enrolled in college and 44 percent living with a college-educated parent.

Brands across all industries clamor for the attention of this influential group that is regarded as the “disruptive generation.” As the first completely digital generation, they rule video and audio. Whether producing TikTok videos and podcasts or curating audio playlists, they prefer creating their own content rather than consuming what others create.

How does your healthcare marketing strategy connect with Gen Z? By identifying their rules and playing in their digital playgrounds.

TikTok: The Clock is Running

Several months ago, we asked if TikTok should be a part of your strategy. If you’re marketing to Gen Z, then the answer is yes. Gen Z now makes up 60% of TikTok’s 80 million monthly active users in the United States. However, slow down to carefully define the strategy and goals before moving forward.

Marketing to Gen Z means being active on TikTok. Gen Z makes up 60% of TikTok's 80 million active users in the U.S. and spend an average of 95 minutes per day on the platform.

Part of TikTok’s rapid growth and success is attributed to the platform’s unique algorithm that quickly adapts to show content users find interesting or entertaining. Users decide what they want to watch, not who they friend or follow. When marketing to Gen Z on TikTok, it’s important that brands prioritize creating content that grabs attention within a few seconds. TikTok users spend an average of 95 minutes per day on the platform, but TikTok says the best performing content is between 21-34 seconds. (Note: This is up from 11-17 seconds in 2020).

Gen Z lives in a video world, with TikTok, Instagram and YouTube the most used social media apps  for networking, entertainment and product purchases. It’s clear video marketing resonates with Gen Z. The 2022 State of U.S. Consumer Trends report shows that over three months 28 percent of Gen Zs and Millennials bought products directly on social apps. That’s compared to 18 percent by Gen X and 4 percent by Boomers.

This opens the door for healthcare marketers to make much-needed connections for successfully marketing to Gen Z. While most TikTok videos tend to be fun and entertaining, be careful that content doesn’t backfire. Healthcare is serious, and patients don’t want #dancingdoctors or #dancingnurses in the hospital hallways when they are pressing the call button. However, a choreographed dance with nurses in pink scrubs calling attention to #BreastCancerAwareness can effectively remind women it’s time for annual mammograms. Gen Z is quick to call out marketing that feels gimmicky or inauthentic. Young consumers expect brands to engage in corporate responsibility, but doing so without a strategic plan could result in a viral disaster.

Gen Z Fandom: Nostalgic and Quirky

Lockdown also left Gen Z looking to the past for emotional connections. Their throwback searches resulted in nearly 19 billion views for #nostalgia on TikTok. A resurgence of nostalgic pop culture has inspired fandom for TV shows such as “Euphoria”and “Stranger Things” and propelled “Maverick: Top Gun” and “Elvis” to being the summer’s biggest box office hits.

Consider using nostalgia to appeal to emotions. But it doesn’t always have to induce tears; it can prompt laughter just as easily. Thoughtfully adding a bit of nostalgia to the content mix can strengthen the connection with the target audience.

To market to Gen Z, try using nostalgia to appeal to positive emotions. There are 19 billion views for #nostalgia on TikToK57% of Gen Z like it when brands participate in memes. 80% of Gen Z like it when brands connect with their different personalities.

Gen Z audiences like memes. More than half responded to a recent YouTube survey that they like when brands post memes. So, get creative and create memes that promote service lines or shares relevant information for this target demographic.

Another part of the Gen Z persona is their uniqueness. They don’t want to fit in; they want to stand out and are perfectly comfortable with being quirky. Some 80 percent of Gen Zs surveyed for Spotify’s Culture Next Global Trends Report say they like when brands connect with their different personalities.

Experiment with fresh marketing tactics to connect with Gen Z. Use contextual targeting to place educational messages on unexpected sites—info about fashion on a pizza website. Whatever the message or the channel, include audio. In the first quarter of this year, 18-to-24 year olds played more than 578 billion minutes of music on Spotify.

Shared Brand Values: Honesty, Authenticity, Transparency

In terms of values, Gen Zs do not stray far from other generations. Honesty ranks as the most important value they look for in a brand, followed closely by transparency and authenticity.

Whether on TikTok, Instagram or YouTube, video proves to be a useful tool for marketing to share values and personality while also promoting services and products. It is the ideal platform for storytelling that engages with the Gen Z audience.

Resonate with Gen Z by communicating honesty, transparency, and authenticity through video content.

In committing to short-form videos that connect with Gen Zs, remember that they see themselves as change makers ready to disrupt culture. Status quo doesn’t make the connection. Keep content meaningful, creative and different—just as if they created it themselves.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

How to Build Brand Loyalty in Healthcare

The COVID-19 pandemic heightened health concerns globally, with numerous surveys finding US adults are more concerned about health & hygiene now than prior to 2020. Pair this heightened interest in health with the fact that 64% of US adults trust healthcare companies (the 2nd most trusted sector according to the 2022 Edelman Trust Barometer) and healthcare systems are presented with a unique opportunity to foster connections with their patients to build brand loyalty.

64% of U.S Adults trust healthcare companies.

Building Patient Rapport: A Core Strategy for Increasing Brand Loyalty

The relationship between healthcare providers and patients is crucial for brand loyalty. Undoubtedly, today’s era of digital healthcare transformation still demands a personal touch in patient care. Telemedicine, wearable diagnostic devices, and digital communication channels have redefined patient-provider interactions, making them more intimate and accessible. Therefore, emphasizing the personalization of healthcare services, akin to ‘having coffee with a friend’, can significantly enhance patient trust and loyalty.

Patients who trust your healthcare brand are more likely to have brand loyalty. 39% of survey respondents will go out of their way to do business with a brand they trust.

Prioritizing Key Factors in Patient Choice on the Path to Brand Loyalty

Providers should position themselves as distinctive brands, recognizing their unique qualities. The Morning Consult study indicates that 39% of consumers will go out of their way to engage with a trusted brand. This underscores the importance of creating and maintaining strong bonds, especially in healthcare where choices often hinge on personal trust and consumers are in the driver’s seat. Few things cause a woman more angst than having to change hairdressers or gynecologists. Once they establish a bond, it’s hard to break.

Several critical factors influence patients’ decisions in choosing healthcare providers including:

  1. Patient Experience: The quality of care and interaction with healthcare professionals significantly impacts patient satisfaction and loyalty.
  2. Convenience: Accessibility, ease of scheduling, and efficient care delivery are paramount in attracting and retaining patients.
  3. Reviews: Positive patient testimonials and ratings can sway potential patients, underscoring the provider’s credibility and trustworthiness.
  4. Competitive Pricing: Offering services at competitive prices, without compromising on quality, can be a deciding factor for many patients.

These elements are fundamental in establishing trust between doctors and their patients, which is essential for healthcare providers who aim to fulfill their primary mission—to keep patients healthy. Understanding and improving these aspects of patient care can significantly enhance brand loyalty in the healthcare sector.

Humanizing your Healthcare Brand to Build Patient Trust

The pandemic highlighted the importance of humanizing brands. In healthcare, this means connecting with patients through authenticity, trust, and transparency. Sharing real patient stories, featuring staff in brand narratives, providing unvarnished scientific information, and actively listening to patient feedback are effective strategies. These efforts contribute to building a credible, trustworthy brand that resonates with patients.

Navigate Communication with Sensitivity to Protect Patient Trust and Enhance Brand Loyalty

“Healthcare providers’ communication, both personal and professional, greatly affects brand perception. In a sensitive and polarized social landscape, carefully managed communications are essential. Providers must navigate complex issues, like the legal and political ramifications of significant rulings such as Roe v. Wade, with tact and sensitivity. Staying focused on patient health and welfare, avoiding divisive public statements, and maintaining professional decorum can safeguard and enhance brand trust.

Reinforce Brand Loyalty through Modern Solutions: Leveraging Healthcare Technology and Innovation

Incorporating technological advancements into healthcare delivery enhances patient experience and brand loyalty. Adopting innovative solutions like AI-driven diagnostics, personalized medicine, and virtual care demonstrates a commitment to cutting-edge care and convenience. This not only improves patient outcomes but also positions the brand as forward-thinking and patient-centric.

The Value of Community Engagement and Social Responsibility for Healthcare Brands

Engaging with the community and participating in socially responsible initiatives enhances brand perception. Healthcare providers can build brand loyalty by showing their commitment to community well-being. Initiatives like health education programs, community health screenings, and partnerships with local organizations can foster a sense of trust and goodwill among consumers.

Adopt a Comprehensive Approach to Build Brand Loyalty

Building brand loyalty in healthcare requires a comprehensive approach. This involves enhancing patient experience, humanizing the brand, effectively managing communication, leveraging technology, and engaging in social responsibility. By focusing on these areas, healthcare providers can establish strong, lasting relationships with their patients, ultimately leading to increased trust and loyalty.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

How to Improve Brand Reputation

Recognizing When Your Brand Is Losing Its Luster

Illustration of people working together on building a brand reputation. Illustration includes a laptop, graphs, and social media icons.

If your marketing seems less effective or success benchmarks aren’t being met, it may be time to evaluate your brand reputation. Though some shifts in performance can be attributed to the ever-fickle consumer and rapidly changing marketing trends, sometimes the problem can lie deeper beneath the surface and may require long-term solutions. So how do you tell if your healthcare brand is losing its luster? And how do you stay nimble enough to avoid a sliding brand reputation?

Start by examining the relationship between brand and reputation. Your brand is the promise you make to audiences. You earn a reputation by how you fulfill that promise. When the gap between those begins to widen is when the brand begins to slide. You can be a bright, shining star one day with the brand reputation of a dull pariah the next.

Learn from Retail Brands

Paying close attention to the state of your healthcare brand’s reputation could save you from being faced with a timely and expensive rebranding effort on top of falling revenues. One retail brand that failed to keep up with its changing reputation is early 2000s fashion icon, Abercrombie and Fitch. The fashion brand hinged its success on a marketing strategy of elitism, positioning itself as the way teenagers can look cool.  Abercrombie & Fitch quickly fell from grace as changing social attitudes about racial diversity and size inclusivity stood in opposition to the brand’s messaging.

When a class-action racial discrimination lawsuit against the company came to light, it was clear Abercrombie & Fitch needed serious changes in its culture and messaging. In 2017, the brand underwent a full transformation to improve its brand reputation resulting in a resurgence of success with Gen Z consumers. Carey Collins Krug, Abercrombie Brands’ senior vice president and head of marketing told TeenVogue, “Abercrombie today isn’t about ‘fitting in,’ but instead is focused on creating [a] space where everyone genuinely belongs.”

Toxic company culture—mistreatment of employees, discrimination of any kind, misinformation, and inauthenticity—can also quickly tarnish a brand. Healthcare marketers can learn lessons from retail brands like Abercrombie & Fitch. Test your brand regularly to make sure you’re still relevant and well received by your target audience.

Don’t be afraid to ask hard questions.

There are two rules to maintaining a good brand reputation. First, never get comfortable. Second, constantly polish the brand.

Rule #1—never get comfortable or take your eyes off the ball.

Rule #2—constantly polish the brand and monitor your reputation.

How do stakeholders view your brand? Ask them. Perception research is critical to evaluating marketing programs and determining if messages resonate with audiences as authentic, truthful, and what they want.

Whether in-depth consumer and brand studies or short post-visit patient surveys, digital platforms place invaluable data at your fingertips. Questions or comments posted on websites or social channels can also warn of shifting consumer behaviors.

In monitoring your brand, monitor the competition as well. Look for areas where they may be outshining you or losing some of their lusters.

Step outside the marketing bubble to test the brand promise.

Being too close to creating and marketing a brand can skew the perceptions of even the most experienced marketing professional. If you haven’t tested your brand promise since pre-2020, quickly do so.

Does the promise resonate with patients, employees, doctors, and community stakeholders? Does it resonate with your barber, barista, or mother? If the reaction is “what does that mean?” you know it’s time to refresh the brand.

Brand reputation can be viewed as a Venn Diagram. One part is your brand promise. The other part is brand fulfillment. In the center you can build brand trust.

The Edelman Trust Barometer 2020 special report, “Brands Amid Crisis,” chronicled consumer values that quickly shifted from aligning with brands reflecting social status, success and lifestyle to those that put consumer safety first, showed value and cared more about people than profit. Edelman’s 2021 Trust Barometer declared a complete information bankruptcy, with consumers mostly distrusting everyone.

For your brand to stay relevant and resonate with audiences, remember they are watching how you treat employees, what you’re doing for the community’s health, how you’re taking care of them and how you react in times of crisis.

To retain brand trust with audiences, stay ahead of them. Implement such tactics as:

  • Provide the best digital experiences possible from website to mobile apps.
  • Curate content that’s authentic and relevant, not platitudes about the brand.
  • Invest and engage with community needs.
  • Position leadership as leaders in the community, particularly in times of crisis.
  • Identify local micro-influencers whose brand values align with yours; leverage their influence.
  • Listen to them.

In this time of rapidly shifting consumer perceptions and social attitudes, move swiftly and strategically if you recognize that your brand is beginning to lose its luster. 

If you feel your brand may be losing its luster, we can help with strategic planning, rebranding, and more. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363.

How Brands Lose Trust: Greenwashing, Overstating and Other Marketing Spins
How Brand Lose Trust: Greenwashing, Overstating and Other Marketing Spins

Many of us are guilty of overstating a marketing claim, making it more grandiose than it is. Or we’ve done the opposite—downplayed something to manage public perception. Either can backfire and destroy trust.

Greenwashing, news high jacking, overstating, understating, and spinning all pose risks to our brands. Relationship building with audiences is paramount. Anything less proves counterproductive to maintaining trust and loyalty.

The 2021 Edelman Trust Barometer shows consumers to be a fickle bunch with patience levels being on par with Coach Nick Saban, who famously declared, “I have none.”

The 2021 Edelman Trust Baromete shows business is more trusted than government in 18 of 27 surveyed countries. Business trust index score increased by 2 points (54 to 56) from 2020 to 2021.

After a two-year-long pandemic and epidemic of misinformation, respondents surveyed in 28 different countries declared an “information bankruptcy.” They don’t trust societal institutions, government leaders, or the media. Surprisingly, business emerged as the only trusted sector with a 56% trust index.

Improving healthcare systems dominated as the most important foundational problem worldwide. That presents hospitals and healthcare systems with a platform to amplify information that lets audiences know “this is what we’re doing” to prioritize their health and care for them and their families. Anything less, and we risk losing their trust.

Curb the Spin to Maintain Trust

Image reads: "Enviornmentally friendly policies = back up with solid, consistent practices."

Have you ever noticed how many people seem to be an environmentalist for the day every April 22nd (Earth Day)? Though their interest in environmental activism may be fickle at times, don’t underestimate your audiences. Patients, employees, and other stakeholders now expect sustainability and they know greenwashing when they see it. Spinning a message about environmentally friendly policies should be backed up with solid, consistent practices. Otherwise, the green sheen can quickly turn beet red.

In a Harris Poll for Google Cloud, executives across the globe identify Environmental, Social and Governance (ESG) initiatives as their top organizational priority. Yet, soft drink giants to leading fashion retailers continue to market eco-friendly products only to have those claims blown apart.

The Healthcare industry remained at odds with environmentally friendly expectations for many years. However, over the past decade, hospitals have worked to reduce environmental footprints.

We should promote ways we’re keeping patients and the earth safer, whether it’s upgrading energy efficiency, safer biohazard handling practices, or using green-certified cleaning products. Be careful not to overstate efforts, and don’t forget to talk about it regularly—not just on Earth Day.

Market with a Cause to Elevate the Brand

Know your audience. Consumers want to support brands that align with their values. Avoid overstating your values and be honest with your audience.

Start with marketing rule #1—know your audience. Knowing your audience is more than just focusing on demographics. Empathy and shared values can solidify brand loyalty, elevate perception, and differentiate a brand from the competition.

In the past, companies shied away from public comments on social issues. Today, consumers want to support brands that align with their values. Employees also want to work where they feel included. The 2022 Communications Benchmark Report identifies Diversity, Equity, and Inclusion (DEI) as a top priority for organizations.

Before supporting any social initiative, develop a strategic plan. Failing to do so leaves your brand open to complaints about appearing insincere and criticisms of putting profit over authentic purpose. Walmart when rolling out “Juneteenth Ice Cream” to acknowledge the holiday marking the emancipation of slaves received backlash. Critics called out Walmart for promoting Juneteenth-themed ice cream over the Black-owned brands already stocked on their shelves. What may have been a genuine attempt at support was overshadowed by the lack of strategic planning.

Corporate social responsibility, particularly for healthcare organizations, earns public trust when we use marketing platforms to direct attention to causes, we support rather than platitudes for the good we’re doing in the community. Proactive efforts to address health inequities and manage the community’s health can earn goodwill and trust.

Be Transparent, Internally and Externally

The past two years have taken their toll on healthcare workers physically, mentally, and emotionally. Then comes the Great Resignation to compound problems.

Through all this, what happens internally reflects the perception of the brand externally. How we care for our employees impacts how we care for our patients. Patients want to know their caregivers have mental health resources, are being given sufficient time off, and are supported in work-life balance.

There was a time when marketing teams argued against posting mission and vision statements and core values front and center on websites or other external-facing channels. Reset post-2020. Sharing these high-level statements gives our audiences a snapshot of what we stand for and consider important.

Patients want to trust your brand. 68% of consumers and 62% of employees believe they have the power to force corporations to change.

Such transparency also shows good faith efforts at inviting consumers and employees to take a seat at the table. According to the Edelman Trust Barometer, 68 percent of consumers and 62 percent of employees believe they “have the power to force corporations to change.”

Transparency, authenticity, and empathy earn trust. It’s our job not to spin it away.

If you need to evaluate your marketing strategy, we welcome a conversation. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363.

Healthcare Marketing: For Stickiness – Motivate Your Audience

Understanding what motivates your audience helps make your message resonate.

Understanding your audience is a key ingredient for successful messaging. Healthcare marketers must know and understand their audience to effectively comsticky marketingmunicate with them.  We are often too quick to talk about features and about our hospital than to talk about benefits and what it means to the consumer.  We must always stop and ask from a consumer’s perspective, so what?

There are many methods to use for getting to know you audience.  Market research, patient interviews, primary and secondary consumer research and, of course, listening. We have all used these and many other methods with varying degrees of success.

The desire for all healthcare marketers is stickiness.  For our message to stick.  To resonate with our target audience.  To achieve this, it’s not only important to understand our audience it’s also important to understand what motivates them.  Some of the most successful advertising campaigns are the result of not just knowing the audience but having a deep understanding of what motivates their audience. Nate Fleming, writing for the Agency Post (agencypost.com) summed up successful advertising this way, “the most powerful messages tap into the audience’s desired emotional state and transport them from where they stand to another place and time. A message that connects deeply has a kind of transformative power that only comes from knowing what makes the audience tick. And it’s not just made of words. There’s magic in it”.

He continued, “In this fast-moving digital age, it’s easy to get distracted by technology and forget that human beings with beating hearts are the fuel that keeps our economic engine running. These strategies focus on activating the human reward response by focusing on a specific desired emotional state or end goal. A good message is a promise. And if yours promises to help people achieve one or more of their end goals, you’ll have messages that are both memorable and motivational”.

Fleming went on to list five key motivating factors for consumers.  They are very helpful as we try to create messages that resonate with our audiences?

1.  Power and Control

An absence of power or a feeling of loss of power activates the threat response. By offering to bring stability, empowerment and order to people’s lives, you can activate the reward response and appeal to your audience on a deep, emotional level. In healthcare, quite often consumers have a strong emotional sense of losing control.  They feel their health and possibly their healing and recovery are totally outside their control.  Hospital can respond to this by offering help and the expectation of good outcomes. The “Truth” campaign does just that by empowering young people to rebel against the big tobacco companies that were trying to manipulate them.

2.  Pleasure and Enjoyment

Promising luxurious, sensual experiences appeals to the reward system in ways that don’t need much explanation. Promise consumers’ senses a good time, and you’ll tap into a motivational nerve that is millions of years old. In addition to the expectation of good outcomes that lead to an enjoyable life, hospitals have been successful tapping into this emotion by offering amenities that go beyond basic medicine and treatment.  BMW focuses on this motivator with the promise of the “ultimate driving machine.” Klondike bars also do it in a very clever way by posing the question, “What would you do for a Klondike bar?”

3.  Freedom and Independence

Promising people a sense of freedom encourages people to look to you as a companion that supports their desire to break free from social norms and the confines of their current reality. Freedom to act courageously and get outside the box is an alluring proposition for many. Hospitals can offer a new improved life with the right kind of treatment and successful recovery.  Levi’s flips the freedom switch with its “Go Forth” campaign that celebrates freedom and the hard work that comes with it.

4.  Certainty and Understanding

The discovery of truth and knowing the inner workings of things can be very potent motivators for some. Promise to be a source of clarity and confidence, and you’ll tap the basic human need for security. Feeling safe is a comforting reward.  By communicating and becoming the source of helpful knowledge and information, hospitals can connect with consumers.   Lumosity brain training leverages this by helping people understand that they can improve their mental capabilities because of a thing called neuroplasticity.

5.  Achievement and Accomplishment

For many people, the act of doing something is fueled by an even deeper need to achieve a goal or to create for ourselves a sense of accomplishment. Promise to be a means to achieve this state, and you’ll find plenty of takers.  Good health and an active life is an achievement or accomplishment every consumer desires.  Hospitals wellness programs can certainly offer a promise of a better, healthier life.  Nike has consistently tapped the human need to achieve a personal best for decades. Then again, so has the My Fitness Pal application, where members have lost 100 million pounds since 2005.

Fleming concluded, “delivering on the promise in your message at every turn, of course, is the key to making your message work. Simply saying the words isn’t enough. Which goes without saying and is certainly worth repeating. Sound bytes alone won’t cut it. The promise must match the experience.”

Understanding what motivates our audiences is the key to creating messages that have stickiness. We should always strive to understand consumer motivation and then craft our message so we not only communicate but we connect – with the mind and heart.

Healthcare Marketing: The Big Data Debate

10 Marketers weigh-in on whether big data is useful or harmful.  Big Data for Healthcare Marketing

There is much talk today about “Big Data.  The availability of a massive amount of consumer data that can help marketers make their efforts more precise and with pinpoint targetability.  The healthcare industry has certainly been a player in the use of all the data that is now available.  Despite HIPPA regulations there is an enormous amount of data that hospitals and healthcare organizations collect and can access.  When combined with state medical information and demographic tendencies, healthcare marketers have invaluable information at their fingertips.  And there are now several very large companies who work specifically with healthcare companies to help collect and mine the data and then use it to create very targeted messages to consumers.

But a debate rages among advertising and marketing professionals about the advantages, opportunities, disadvantages and liabilities of “big data.”  Recently Jami Oetting writing for the Agency Post (agncypost.com) collected viewpoints from 10 very experienced and respected marketers concerning “big data.”  Here are their comments.

1. Deacon Webster, Owner and Chief Creative Officer | Walrus

At some point, we’ll be able to tell unequivocally whether somebody who saw a message was more compelled to make a purchase than somebody who didn’t. That’s the ultimate goal of most advertising, so it’s hard to argue that having concrete causation data is a bad thing. It’s the real-time nature of the data that can lead to rash decisions. Nobody measures a car commercial’s effectiveness by the number of people who saw the ad, got off the couch and drove to the dealership within ten seconds of seeing it. People don’t behave that way. Yet, lots of digital advertising is measured and optimized against this exact type of behavior.

We need to practice a bit more patience and realize that there’s a non-interacting majority out there that might enjoy and look forward to a brand’s messaging but don’t feel the need to like, share or retweet it. There are plenty of things in the world that we enjoy without telling anyone.

2. Juliet Haygarth, Managing Director | Brothers and Sisters

I’m dog-sitting for my best friend, and I’ve just returned from an emergency trip to the vet. Panic-stricken, I bundled Dolly onto the table in the surgery room, and the vet sat and checked her over. I love Dolly, so when the vet told me her temperature and heart rate were normal, I felt pretty darn grateful for those little bits of data.

Data is a very useful tool; it can help steer and guide decision-making. It measures our progress and success. It helps us make constant improvements. It can reassure us everything is heading in the right direction.

My concern kicks in when slavish reliance on data occurs, when it becomes the be-all and end-all in strategic and creative development. This is dangerous in a world where a lot of data isn’t necessarily that accurate and certain stats can be invested with undue importance. A few years ago, it was all about the number of Facebook likes, and now the latest thinking debunks this in favor of deeper tools like sentiment tracking. The integrity and intelligence behind the data needs to be actively questioned.

I’m a fan of good data. I’m also a fan of gut instinct. When the two are combined, insight and creativity can be set free rather than hemmed in. If data is our only tool, it’s unlikely we’ll transform a category or move people to do something, whether that is voting in an election or buying a certain brand of washing powder. Painting by numbers will give you a competent picture, but people will know it’s not an original Picasso.

We must not fool ourselves into thinking the subjective business of creativity can be put through some sort of rational filter in order to manage our risk and make us less fearful. Data should be respected, but before we bow down before it we need to think – how was this measured and was it worth measuring in the first place?

3. Jonathan Ashton, Executive Director | TBWA

We are making steady progress toward the state where “more is not always better.” When do we reach too big of data? What are you going to do with even bigger data if you are not already seeing clear benefit from the data you already have? The solution to data blindness is not to track more data or to buy some industrial strength data management tools. The solution is to align strategy and creativity with the data that matters.

Understanding the difference between key performance indicators and performance indicators is important in the big data conversation. A KPI is an action that is tied to ROI (something that can be tested and optimized). A PI is just that — some indicator of performance that can be measured. Just because you can measure it does not mean you should pay attention to it.

A clear focus on the right data can already prove the effectiveness of the broader marketing strategy, not just the advertising. (Who has a chief advertising officer for a client anyway?) Raw data must turn into brand-driving insights. No tool can do that. Only deep experience and innovative, creative human minds can truly see the signal in the noise. Sure, big data can turn into incremental media spend efficiency or a more precisely targeted direct response campaign, but the real challenge is to turn the right data into the big ideas that disrupt entire business categories.

The industry must be careful to focus on what matters in our growing obsession with data. Trade the obsession for dashboards and reports for a passion for client results.

4. James Denton Clark, Managing Director | Karmarama

This is all about fear and how fear stifles creativity, innovation and progression (in all things). People in a recession are scared, and they don’t have the confidence to try new things that may have turned their businesses around.

Big data is a rubbish name. It sounds like Big Brother and the inference in this question is that extreme measurement and identification stifle creativity. So, let’s call it smart data.

As we emerge into a more confident economy (from a culture of fear), having reassurance in the effectiveness of what they do will give brand owners the confidence to test, learn and innovate more.

And that’s what we’re all about. So why should data be at the heart of everything we do?

Because it will unleash the creative industry, not hurt it.

5. James Green, CEO | Magnetic

Big data has become a grossly overused term — overused enough for it to be banned from industry events I’ve attended. The reason everyone is fed up with hearing the term “big data” is because it’s a bit like the term “advertising.” It covers so much ground that, really, it’s no longer useful. If you were asked to write about the state of the advertising industry, you’d have to cover a variety of topics including old media and new, creative, research and reporting, social and mobile, agencies and client-specific trends. Although there are some trends that run through all of these topics, the most interesting information is found by being specific.

So is the case with big data. Everyone has some part of their company that they would like to improve. And no matter what that is — purchasing, selling, accounting, marketing or investor relations — big data is here to help. You can now not only see the trends, but also the parts that make up the trends all the way down to individual events. And often we find that what we thought was a simple trend is made up of more interesting separate parts. For example, an uptick in sales in a geographic region may hide a downtrend in sales among a demographic. But big data can help you see through it all and create separate strategies for each component part.

There is no doubt that big data will help all marketing campaigns become more effective. But deciding what to focus on and then applying the right tools will separate the winners from the frustrated participants.

6. Shirley Au, President, COO | Huge

We see data impacting advertising in two areas: efficiency of delivery and effectiveness of experience. We use data to drive the right experience to the right user, at the right time and in the right place.

Rather than just retargeting the same user 30 times after visiting a site, this means integrating customer profile data with third party data to deliver a more rewarding experience. Our use of sophisticated segmentation systems provides users the same experience across all touchpoints — from desktop and mobile to apps and advertising.

We’ve had this data and personalization capability for some time, but what’s changed is how we merge users’ site personalization with ad targeting and customer data to optimize a desired action (e.g., reduced call center volume).

This is a departure from traditional marketing where you might test creative among a small audience and optimize media based on clicks. In this method, the question about ROI was: Does my marketing work? Now, the question is: How do I manage marketing on an ongoing basis, maximizing the right KPIs and providing the best experience for my most valuable users?

We believe data shifts the onus of the industry from proving value to making effectiveness an ongoing process: we create, test, refine and repeat; we keep learning as our users keep evolving.

What’s hurting the industry is a focus on short-term results and immediate financial return versus the long-term impact, which can ultimately stifle innovation. We know click generation and cluttering pages with upsell opportunities will generate some sales, but it can also damage a brand’s relationship with the user.

7. Robert Guay, SVP and Managing Director | Digitas

Like everything else, marketing data must be used in moderation. Most importantly, marketers have to determine which key performance indicators are most relevant to the long-term success of their businesses.

Clients will often use data to prove that campaigns are effective to drive an upper-funnel metric-like awareness or consideration. Sometimes it’s not possible (or easy) to connect media spend farther down the funnel to actual purchase or, better yet, lifetime value. The challenge is that it is easy to get focused on an upper-funnel metric and actually get good at efficiently driving customer engagements, but we have to be sure we know to what end.

With the amount of data available to brands today, those who do not effectively use it will fall behind quickly. The best practice for big data: Use common sense and only place confidence in those measurements that have a proven connection to business growth.

8. Jalal Nasir, Founder and CEO | Pixalate

All the talk about big data and what it means for agencies can be frightening, but the obsession with big data can also be intoxicating. Agencies now have the ability to effectively measure a campaign’s success and target the audience that brands want to attract by using hard-nosed data and numbers. The litmus test of a successful big data company includes the ability to keep cost of acquisition, process and curation of data relatively low. Before, ad-tech companies used legacy technology stacks for data storage, processing and visualization, which slowed the pace of technology innovation and drove the cost of doing business higher. But big data companies have now figured out a cheaper way to acquire more data, so every interaction a user has with a brand will be curated and more relevant. If applied correctly, this will be a consistent feedback loop that will change the nature of advertising as we know it.

I think that, with anything in life, expecting perfection on day one can lead to disappointment and can hurt our industry. Rationalizing and predicting human behavior with some level of probability is quite complex, but we will find a way to use technologies to solve this problem. This will take time, team effort and multiple technological iterations to get it right if it all. But, it’s an intoxicating problem that’s worth solving.

9. Gina Grillo, President & CEO | The ADVERTISING Club of New York

Big data is more than a buzzword surrounding our business. Our industry has made significant strides in its ability to gather, measure and analyze information in order to precisely target and reach audiences. We now have the capability to tap into this intricate realm of analytics that can be used to understand, track and predict consumer behaviors and preferences. And from there, we are better able to strategically place our creative messages in the right channel at the most receptive moment and in front of the right set of eyes. These are invaluable insights for the world of advertising.

But are we using this data to its utmost potential? As an industry, we are becoming a bit “obsessed” with the opportunity that comes with data collecting tools and techniques. New pressures to effectively hone in and reach people based on their attitudes, needs and desires is front and center. Marketers remain focused on the real goal: to entertain and engage. That leads to true effectiveness and ROI.

Advertisers and marketers still have a ways to go in terms of making the most of this powerful resource. Fortunately, they are already on the fast track. We are working to utilize data in an innovative way by conducting a survey with the help of PwC to track and measure the industry’s progress toward promoting greater diversity. And as we approach the 50th anniversary of the International ANDY awards in 2014, industry leaders will have the opportunity to come together to not only celebrate creativity, but also explore how to strategically bring the innovative use of data and analytics into the mix in the next 50 years of advertising. The future lies in mastering the right combination of strategically placed ads and engaging and connecting with consumers through these messages and content. Only then will the ‘buzzy’ concept of big data truly prove its relevancy in advertising.

10. Amy Lanigan, Vice President of Client Strategy | Fluid, Inc.

Data and ROI metrics will ultimately make advertising accountable, which is fantastic. In digital commerce, it’s essential. Smart use of data is digital’s ace in the hole. The wealth of digital data holds endless insights and ideas. It commands we set up success metrics. Its constant stream is a chance for ongoing testing, optimization and iteration.

That said, ‘big data’ can be bad. Bad like big government, Big Brother (in the book and on TV), Big Gulps and the Big Dig in Boston — overwhelming, intimidating and debilitating. Similar to endless excel spreadsheets and brainstorms constrained by metrics, measuring everything rarely helps anyone.

The two ‘bigs’ worth keeping? The big picture and the big ideas. The big picture keeps us out of the weeds and focused on goals. We get to mine the data whys and what-ifs. And the best big ideas have a foundation in data-driven insights — even the bold, crazy, go-for-it ones.

If data is our only obsession, it hurts us. Luckily, we’re a multiple-obsession industry — groundbreaking creative, innovation, intuitive experiences, conversion, client satisfaction, etc. You name it, and there’s someone up at night at an agency thinking about it. If we partner with our clients early on to define which data matters most and how we should measure success, our obsession can be positive. Our obsession then means we mine data in ways that positively impact customers and the experiences we create for them — which is flat-out fun.

I know this is a long post but I thought the opinions expressed by a wide variety of marketing experts were very revealing and helpful.  The take away for healthcare marketers is big data can be very useful.  It does indeed help us sharpen our message and our delivery methods.  But it’s not the golden egg or magic bullet.  Instincts, experience, intuition, creativity, common sense and the ability to distinguish between data and meaningful, helpful data are very mush a part of a successful marketing effort.