Junto ("june-toe") is sponsored by Franklin Street, a branding and full service advertising agency specializing in health and wellness. We call the blog Junto in homage to Benjamin Franklin, who created the first "Junto" brainstorming group, which established the first American public hospital.

My Favorite Marketing Definitions

Posted: April 14th, 2014 | Author:
 Last year I spoke to the National Council for Behavioral Health on the subject of bootstrapping a marketing plan. Most of the people in the room had clinical or administration backgrounds -- marketing behavioral health services wasn't their primary role, and until recently, somewhat unnecessary as there had traditionally been more need than providers. But healthcare reform has opened the door for new providers to enter the market and Read more »

Storytelling in Healthcare Marketing

Posted: April 10th, 2014 | Author:
Trying to convince people with logic alone doesn't always work. As humans, we rely on emotion in our decision-making, and some experts suggest 85 percent of the decisions we make regarding choosing a brand is made emotionally.That's where storytelling comes into play.Studies have shown, including one at Ohio State University which proved beyond anecdotal evidence, that people's beliefs are more impacted through storytelling than through Read more »

11 Tips to Repurpose Online Hospital Content

Posted: April 7th, 2014 | Author:
We recently published a blog post about the value of content marketing. One of the tenets of content marketing for health care brands is a no-brainer -- you have to write content. But as busy healthcare communicator, we felt you'd appreciate knowing a secret about effective content marketing -- not  every piece of content you share has to be brand new. In this post, we'd like to talk with you about how to repurpose your existing content as Read more »

10 Things Healthcare Marketers Should Know About Content Marketing

Posted: April 3rd, 2014 | Author:
You've probably been hearing a lot of buzz in health care about content marketing and its various aliases and subsets like inbound marketing and marketing automation. If you've been in communications for any period of time, chances are you've been applying content marketing techniques to your daily practice. We're seeing more and more of our clients and colleagues tasked with developing a structured approach to their content marketing programs, Read more »

A Healthcare Marketer’s Firsthand Experience with the Hierarchy of Patient Needs

Posted: March 31st, 2014 | Author:
As a healthcare marketer, it's easy to forget that most people fear hospitals. There's even a name for it --- Clinicaphobia. Those of us in healthcare marketing spend our days touting award-winning services, shiny new equipment, and stellar doctors. That's wonderful, but for the average person, a hospital is the last "product" they care to think about as they go about their daily lives.I had the opportunity to watch Colleen Sweeney, RN, give Read more »

Branding with Technology: 4 Key Questions to Reveal Patient Benefits

Posted: March 26th, 2014 | Author:
When it comes to medical devices, it’s easy for hospital marketers to assume that they’re primarily a concern for their colleagues in the medicine, leadership and purchasing realms of the organization. Both inside and outside the hospital, the patient-consumer continues to seek new technologies. As a hospital marketer, understanding patient perceptions and expectations of medical technology is an increasingly important part of the dialogue Read more »

10 Things Hospital Marketers Have in Common

Posted: March 20th, 2014 | Author:
The evolution of my career in healthcare marketing developed without strategy or intention. It simply manifested through serendipitous opportunities and being at the right place at the right time. It's probably safe to say that the benevolence in me had something to do my professional path too.Early on, I worked for a niche ad agency that focused on cause marketing. I served as account manager for national non-profits in the healthcare arena, Read more »

The Sickness of Working in Healthcare

Posted: March 17th, 2014 | Author:
I opened an email the other night sent from a colleague in healthcare marketing. It was the same email I've received a dozen times, the same context of three dozen conversations I've had in the last few years with other colleagues who work at hospitals.My job is killing me. I need out.Simon Sinek's brilliant new book, Leaders Eat Last, says that 80% of America's workforce are dissatisfied with their jobs.That's terrifying.And, Read more »

What Healthcare Marketers Can Learn From “House of Cards”

Posted: March 13th, 2014 | Author:
 As someone who makes a living marketing and branding hospitals and health systems for our clients around the country, I don't have much "free time" on my hands. But that didn't stop me from binge-viewing the second season of Netflix's House of Cards last week. If you're unfamiliar with the ultra-popular show, Kevin Spacey plays the Majority Whip in the House of Representatives who decides to have the last laugh when he is passed over Read more »

Healthcare Branding: Fighting the “Election Night” Competitor

Posted: March 10th, 2014 | Author:
When your rival hospital is blasting the mediasphere like a slick election campaign, you must adopt a savvy brand strategy if you expect to win the votes of future patients. In our eBook How To: Budget for Healthcare Branding Campaigns, we identify six unique factors your health system must evaluate from a brand position (download the full eBook here). One of the factors is understanding your competitive threat intensity—and few rivals will come Read more »