Dear Reader: In keeping with content demand and giving health care professionals access to enhanced resources, Junto is migrating to Franklin Street’s new website and is now named The Next Idea. With an improved platform, The Next Idea provides expanded content, improved formats and access to eBooks and trend reports. For the next few weeks you can still find older blogs below or jump into our latest blogs at

Our blog has moved!

Posted: July 2nd, 2014 | Author:
We've re-launched the Junto health care marketing blog as The Next Idea, located at our firm's website, Please note: at this time, we are not supporting RSS feeds. Go to to access our blog and stay current on the tips and trends impacting health care marketing professionals. Our blog's new address is You can subscribe to a monthly email digest of our top Read more »

Franklin Street Moves Health Care Marketing Blog to New Web Address

Posted: June 5th, 2014 | Author:
In keeping with content demands and to give health care professionals better access to enhanced resources, we have moved the Junto blog to our new website. In reflection of this new era, the Junto blog is now named The Next Idea, a phrase Franklin Street has used for years in describing the ideas, reports and eBooks we develop to help our colleagues meet and exceed  challenges in health care marketing, branding and the digital landscape To Read more »

8 Ways to Get Real When Marketing to Women

Posted: April 28th, 2014 | Author:
Here's what we know for sure: Hospital marketing is a conservative industry, bound by HIPAA laws and surrounded by sensitive topics. We also know for sure that the female owner/operator of the house makes the majority of purchasing decisions, including healthcare. Two out of three healthcare dollars are spent by women, they account for 80 cents out of every dollar spent in drugstores, are more likely to choose the family's health insurance plan Read more »

3 Things to Know About Marketing Health Care Affiliations

Posted: April 24th, 2014 | Author:
Hospital affiliations are a growing trends in the overall health care landscape as providers look for new ways to grow share of market by expanding their footprints, create referrals, and exchange best practices. From a marketing standpoint, affiliations offer the opportunity and add an "A Team" brand to their services portfolio. Overall, affiliations offer hospitals the most flexible form of consolidation, as most do not require a change in management Read more »

Rethinking Your Online Media Strategy

Posted: April 21st, 2014 | Author:
I have the great fortune of speaking at the 2014 Healthcare Marketing and Physician Strategies Summit on April 30th with my colleagues, J.K. Lloyd, President & Co-Founder of Eruptr, and Scott Samples, Manager, Marketing Communications of Martin Health System on the topic of advertising health care brands on the web. We'll focus on four key shifts that are impacting health care providers' success in marketing their services on the Web. Today, Read more »

Designing for the Patient Experience

Posted: April 17th, 2014 | Author:
We’re excited that more and more people in health care are talking about translating the concept of a consumer experience (think Starbucks ambiance) to a patient experience. That’s certainly a good development—but patient experience is ultimately more than a friendly receptionist and a physician who listens. The patient experience begins the moment your prospect touches your brand—and that happens sooner and in more venues than you might Read more »

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 »