Let Coherence Guide Your Social Media Strategy

Richard H. Bailey has recently published a small book with a big message, Coherence. Although Bailey’s main focus is on developing marketing strategies for nonprofits and universities, there are two important lessons hospitals can glean from his writings: coherence and navigation.

The first one, coherence, is incorporated in the title of the book, “Coherence: How Telling the Truth Will Advance Your Cause (and Save the World).” Bailey defines coherence as “the discipline of ensuring a transparent connection between customer expectation (brand) and authentic user experience. Read more

Delivering Satisfaction: Social Media Opportunities in Birthing Centers

Babies are high involvement

In marketing practices, we discriminate between low involvement products (like selecting tuna off a grocery shelf) and high involvement products (like purchasing a new car). High involvement products give us more opportunities to engage the customer, establish a strong brand presence and foster loyalty. In healthcare, we also have low involvement and high involvement services. A birth of a baby is as “high involvement” as they come. No other healthcare service offers greater potential for bonding a family to your hospital than the birth of their child.

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How to Write a Compelling Blog Post in 30 Minutes

Blogs are a powerful way to build traffic to your hospital website. They provide a constant source of new information for your patients and their families. And as an added bonus, search engines love the fresh content.

But we all know people who have enthusiastically started a blog, only to lose momentum after several weeks. One big culprit: Writing a blog can just take too much time. Read more

How to Tweet Great Content Every Time

If you’re just beginning to explore the world of Twitter, you may be wondering how you’re going to create content that will attract followers. After all, having good content takes research, writing and time, three things that might not seem worth it, especially if you have yet to gain followers.

But the good news is that the content you put out to your followers doesn’t have to take a lot of time. But it can still be interesting and useful. Read more

A Dozen Fudgesicles: Why Questions Matter

My friend broke his arm in a bicycle accident. I knew just what to do: Take him a dozen fudgesicles. My wife wondered, why? I told her that’s just what you do when somebody is laid up. Read more