Left-Right (Linda Jacobs, Pat Eltz, Deb Bennis)

Linda Jacobs, Art Director at Epps Advertising attended Pottstown Memorial Medical Center’s 3rd Annual Healthy Woman event, as a guest of Deb Bennis, PMMC’s  Director, Marketing and Community Relations . Epps Advertising  designed and produced this year’s Healthy Woman Partner Awards - engraved crystal vases, as well as ads and posters for the event.

Pat Eltz,  Community Health Specialist at the Medical Center was presented with a 24k gold dipped Lily with an engraved charm (shown above)  to honor her 15 years of service at PMMC.

Looking for a creative way to honor your sponsors or employees? Contact us today!

These days people are taking healthcare into their own hands. They are researching ailments and symptoms, as well as healthcare providers via the internet. That is why your healthcare site should be properly optimized, to ensure that your site ranks high in the search results for Google and Yahoo.

Your website should have curb appeal as well as functionality, however it must be optimized to reach it’s full potential. Search Engine Optimization experts will use a number of web marketing and search engine marketing (SEM) techniques to ensure that your website reaps the benefits of continued prominence on the search engines.

Healthcare websites are different than other industries; there is no advantage to international exposure. A more localized geographic campaign should be implemented.

Key words should include relevant content and meta tag strategies to attract new local patients to your website. Experts will offer an integrated advertising strategy as well as optimization for organic search results. A successful combination of the two strategies will ensure your website appears on searches, when a prospective patient is looking for a healthcare provider.

Do you remember Dr. Alex Stone from the Donna Reed Show? Dr. Stone was a pediatrician who ran his practice from home. Or, Marcus Welby MD? Dr. Steven Kiley (James Brolin) a much younger, motorcycle- riding doctor was always fighting the older Dr. Welby’s (Robert Young) unorthodox ways of treating people.

While the days of a physician making a house call or running a practice from their home are long gone, there are still many physicians who have personal relationships with their patients. These doctors are accessible day and night to their patients (via an answering service if necessary). Most of these family doctors decided to practice medicine for the right reasons and are with you every step of the way; they coordinate all of your care, from specialists to hospital stays.

How will the proposed healthcare reform affect the Family Doctor?

Well, not really. When your marketing and advertising needs to be “healed,” it’s time to see a specialist. It is important to understand the market influences that impact a patients’ choice of healthcare providers.

Marketing includes everything that promotes your practice: managed care initiatives, literature, advertising, speaking engagements, on-line opportunities, and newsletters to current and potential referring physicians, as well as patients.

In most cases, patients may now choose their healthcare providers, and “word of mouth” referrals are rated the number one source for patient growth.

Some specialties may seek a more affluent patient (plastic surgeons, psychiatry, etc.). Most patients looking for this type of specialist typically research their condition as well as regional medical facilities. The marketing and advertising should appeal to the type of patient that you are trying to attract. Marketing is all about image and reputation, text and photos used should project personalized care, staff credentials/education, and patient benefits.

Your Healthcare marketing plan should include:

• Referral program for physicians/healthcare specialists
• Patient Literature
• Managed Care Program
• Expansion Goals– staff and/or facility
• Media Plan
• Budget
• Tracking Mechanism for ROI

A brand has many facets that require constant attention. Imagine yourself as a first-time patient, the staff, the building, and the office collectively represent the patient experience. Successful branding in healthcare consistently delivers a promise of an exceptional patient experience.

The word “branding” typically brings to mind a logo, tagline, brochure, etc. However, branding is not confined to what you say in your latest newspaper ad. It also encompasses what you and your staff express to every patient…with every visit. The actual experience must fulfill the promise.

From the inside out

Branding is the entire experience your patients have with you, your staff, and even your office facility. Your brand has to be clearly understood, believed and delivered by everyone who works there.

Your Staff is the front line - Without their commitment, your branding will not succeed.

• Train your staff. Everyone should understand the message and look for new ways to implement the brand.

Your facility has a message. - When a new patient visits your office for the first time, you make an immediate impression.

• Consider the neighborhood/location.

• · Consider the building appearance.

• · Look closely at your office interior every day.

Branding is basically about everything.

Your brand is who you are, and how that information is communicated to others.