“Great Care, Closer to Home” – blah, blah, blah

The Healthcare Marketer

Floating_Lawrence_46x120_Platform Poster

I can’t tell you how many times a hospital client has asked my firm to create a campaign where the key message is: Great care close to home. You may have launched campaigns with that very same messaging. I know you’ve seen campaigns like that. If this is truly the right messaging for your organization, the challenge is to communicate this information in a unique and compelling fashion.

Last year, my firm developed a new campaign to promote a pediatric affiliation between Lawrence General Hospital and Floating Hospital for Children at Tufts Medical Center. What we were promoting was high quality pediatric care that you would expect from an academic medical center in Boston, but now available in the Lawrence area (a suburb of Boston located in the Merrimack Valley Region). “Great care, close to home.”

I just got news that the campaign we produced has been recognized with five…

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Secret Files Expose Offshore’s Global Impact

2012 The Awakening

ICIJ's offshore tax havens investigation
Graphic: Tim Meko

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Learning from Mistakes is Harder than We Think


“Often mistaken, never in doubt.” That wry phrase describes us all more than we’d like to admit. The psychological study of misconceptions shows that all of us possess many beliefs that are flawed or flat-out wrong — and also that we cling to these fallacies with remarkable tenacity. As a result, just hearing the correct explanation isn’t enough. Most methods of instruction and training assume that if you provide people with the right information, it will replace any mistaken information listeners may already possess. But especially when our previous beliefs (even though faulty) have proved useful to us, and when they appear to be confirmed by everyday experience, we are reluctant to let them go.

Donna Alvermann, a language and literacy researcher at the University of Georgia, notes that in study after study, “students ignored correct textual information when it conflicted with their previously held concepts. On measures of free…

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Photoshoot Behind the Scenes: A Day in Pictures

The Healthcare Marketer

Last week my team had a photoshoot in Lowell, Massachusetts. The subjects were moms whose children have been treated at Floating Hospital for Children at Tufts Medical Center and through a pediatric affiliation between Lowell General Hospital and Floating Hospital. The families who participated in the shoot were all wonderful to work with. They are remarkable people and I am fortunate to have met them. I truly have an incredible job!

It was a busy shoot, with three locations and weather that ranged from dark and cold in the morning to hot and sunny in the afternoon. We shot is a public park, in the Greater Lowell YMCA, and at Meadowlands, a local ice cream stand. Here are a few behind the scenes photos I took with my iPhone.










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That Awkward Pause

The Healthcare Marketer

After the events in Boston, turning to business-as-usual seems trite. Frankly, I haven’t been motivated to write blog posts. So I took a break last week. That was my awkward pause as a healthcare marketing blogger. But here I am, back to business-as-usual, attempting to write a blog post about life in healthcare marketing. I guess business-as-usual is not trite; it’s just not as important as matters of life and death.


IMG_2954The typical year in healthcare marketing has cycles. In some ways the cycles are driven by budgets and fiscal years. Holidays also impact our work flow. We don’t do a lot of media placement in the summer, for example, and lots of work comes to a halt over the Christmas Holiday season. You get the idea. There is also an awards season and a conference season. For the last six to eight weeks we’ve been in that part…

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Viewpoint: In the War Over Christianity, Orthodoxy is Winning


Small wonder, given the harrowing times recently, that news about a long-running property fight over a picturesque church in northern Virginia escaped most people’s notice. But the story of the struggle over the historic Falls Church is nonetheless worth a closer look. It’s one more telling example of a little-acknowledged truth: though religious traditionalism may be losing today’s political and legal battles, it remains poised to win the wider war over what Christianity will look like tomorrow.

On April 18, the Virginia Supreme Court upheld an earlier court decision that a breakaway Episcopalian congregation (now called the Falls Church Anglicans) did not have rights to the historic church there. Instead, the court ruled, the property belongs to the same mainline denomination — the Episcopal Church — that the Falls Church Anglicans had voted to leave in 2006. What’s striking here is not so much the legal outcome, for earlier cases involving…

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