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

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 »

Digital Healthcare Marketing Trends: Do You Have an Online Conversion Strategy?

Posted: January 30th, 2014 | Author:
As a healthcare marketer, you know that healthcare, as a whole, tends to lag behind other categories in embracing new marketing trends and technologies. A positive exception is social media: many hospitals adopted social media quickly, launching Facebook, Twitter and YouTube Channels when these tools came on-line. The challenge for us in healthcare is that our industry, with few exceptions has missed an important part of the online equation. There Read more »

Opening a New Hospital: a Marketer’s Perspective

Posted: January 20th, 2014 | Author:
Hospital administrators and clinical teams have plenty to think about when opening a new hospital: the logistics of managing patients in a new facility, zoning ordinances, what tie to wear to the VIP event. But what's on the brains of healthcare marketers in the run up to the grand opening of a new hospital? Martin Health in Florida opened its third hospital in St. Lucie, Florida in December. Tradition Medical Center was built to serve the growing Read more »

5 Truths about Social Media in Healthcare Marketing

Posted: May 13th, 2013 | Author:
People are talking about your brand. They could be telling each other glowing stories about their experiences, or complaining about the substandard service that they received. Your audience is building a brand narrative, with or without you—so if you want to help shape the story arc, you must participate in the dialogue. Read more »

3 Truths in Healthcare Grassroots Marketing

Posted: January 14th, 2013 | Author:
In the 2012 Presidential Election, the Democrats taught the Republicans the value of a good Ground Game, or, in marketing terms, grassroots marketing. The Democrats got their base out to vote by spending millions and committed even more in man hours to ensure people made it to the polls on Election Day. Wisely, the Democrats saw grassroots marketing as an important element in their overall approach to winning the election. But, if you're told Read more »

3 Key Shifts in Marketing to Women

Posted: December 7th, 2012 | Author:
Just two years ago, women outnumbered men in the workforce for the first time in US history—and the disparity has only grown since then. With three women earning college degrees for every two men, and more and more women entering managerial positions, we can no longer rely on the same age-old advertising maxims. As women assert more power, marketing to them must change as well—especially in healthcare, where they make most of the household choices. Building Read more »

Taboo Topics: Healthcare and Marketing to Women

Posted: December 3rd, 2012 | Author:
Hi CHPRMS attendees! This is the provocative blog Stephen mentioned. Enjoy! While some people believe certain things are better left unsaid, the following companies prove that with the right amount of humor and sensitivity, nothing is off the table when it comes to marketing to women. Healthcare brands pay attention: we're in a conservative industry, but when other brands redefine the boundaries, we can benefit from knowing the edge gets a little Read more »

Healthcare Marketing: What Do You Measure?

Posted: September 27th, 2012 | Author:
All marketers (healthcare and non-healthcare) say they measure their campaigns, and almost all feel they lack the  tools to connect the ROI dots. Information, we've got. We're drowning in data. Google Analytics can tell us everything about our web traffic, except how much revenue we're delivering our health systems with each new visitor. Klout scores (does anyone follow these anymore?) can tell us how cool our social online presence is, except Read more »

Constant Engagement Will Keep Your Healthcare Brand Relevant

Posted: March 9th, 2012 | Author:
You’re a savvy marketer—savvy enough that you probably turn off your brain whenever you hear the word “engagement.” After all, what is engagement other than another painful buzzword? But here’s where things get tricky—“engagement” isn’t necessarily meaningless, but it also isn’t a cure-all panacea for your marketing woes. It does not have intrinsic value. It is not a metric, nor is it an easy way to build loyalty. It is not Read more »

Story Building vs. Story Telling

Posted: January 19th, 2012 | Author:
Great branding campaigns are, ultimately, campaigns of great story telling. Stories are the best way to impart information. People forget facts. They remember stories. Before the written word, oral storytellers shared history, which was passed to other generations. Peter Guber writes about the art of storytelling as a persuasion tool in Tell to Win. Nike, Disney, Coke, Chick-fil-A. Just Do It. Magic. Refreshment. Cows telling us to eat Read more »