A common meme in healthcare today is disruption. And there's a lot to be said for disrupting healthcare. A lot of healthcare is broken. Same goes for healthcare marketing, which lags behind other categories in engaging audiences. But looking for solutions often means starting with inspiration. I found inspiration for fixing healthcare marketing while eating at Chipotle. Read more »

Wow. 2012 was a dynamic year for healthcare, and certainly kept healthcare marketers on their toes. As we wind down the year, we wanted to take a look back at Junto, our healthcare marketing blog, which you have helped to become one of the best read and most widely shared healthcare and health system marketing blogs in the country. (Thank you, thank you!)Here are a few of our most popular healthcare marketing blog posts from 2012:Speciality Read more »

Consumer trend-spotters are noticing several behavior patterns influencing retail-sectors, and healthcare marketers should take note. These trends are bound to affect how consumers search for and use healthcare.1. Maturialism:Health audiences want frank and open conversations with brands about how they can get well and be well. Traditional branding efforts should evoke honest dialogue: more real life instead of make-believe. Health systems Read more »

One of the challenges in marketing healthcare services is offering meaningful calls-to-action. Unlike selling clothing or shoes, in which a BUY NOW button closes the sales cycle, healthcare requires a more complex process for achieving ROI.Which is why we love promoting on-line physician directories for our clients. Physician directories provide health prospective patients a resource for finding and selecting a provider to care for them and closes Read more »

Last week, our firm was featured in the Times-Dispatch about a brand repositioning campaign strategy we developed for HCA Virginia. Our firm prefers to place our clients in the spotlight rather than beat our own chest, but it was nice to be mentioned in our hometown paper.As branding and marketing specialists, our job is to keep pace with changes in the communications space, and, whenever possible, to imagine what the next innovation will be. Read more »

We're officially more than half-way through 2012. It's a good time to pause and look at what we've experienced in healthcare marketing in the first half of the year and what we may expect as we round the bases to December.WHAT WE EXPERIENCED THIS YEAR (SO FAR)Now that the Supreme Court has upheld the most controversial elements of the law, systems are continuing their sprint to develop wellness-based models of healthcare delivery. On tap Read more »

Our business is built on helping our clients get on TV and in the newspaper, but sometimes our agency makes headlines. Franklin Street was featured in a Richmond Times-Dispatch article about its rebranding efforts for HCA Virginia. HCA Virginia is the healthcare leader in Central Virginia. The rebranding helps health audiences to learn more about the hospitals that comprise the system, and why more people trust their heart care, cancer treatment, Read more »

Ah, the joys in branding large health systems.First, consensus building. Multiple hospitals, administrators, board members, physicians and service line directors with different interests and points of view. And, if you're branding a newly formed system of formerly competing hospitals, you have even more opportunities to show off your stellar diplomacy skills.Then there's the positioning. Stand-alone hospitals often elect to brand via service Read more »

Even without a down economy, fundraising can be a challenge. Memorial Health Care in Chattanooga, TN is embarking on an ambitious fundraising campaign to allow the brand to continue its strategic goal of being a regional destination for world-class services and to fulfill its faith-based mission of service. To support the hospital's fundraising efforts, Franklin Street developed the strategic healthcare marketing and fundraising materials. The campaign Read more »

Franklin Street, a strategic healthcare marketing firm located in Richmond, Virginia, announces its newest teammate, Arielle Blais, who  joins the firm's production department.Arielle is responsible for departmental workflow, communications with the firm's vendor partners, and overall ensuring on time, on budget campaign execution for Franklin Street's growing client base.Despite the down economy, Franklin Street has achieved double-digit Read more »