Is your marketing generating the healthy response you desire?
Healthcare marketing has become increasingly complicated. Healthcare consumers are now better educated, more highly engaged and fully empowered to make their own decisions. Instead of the old passive approach of just responding to the needs of the sick, healthcare marketers also need to proactively develop a dialogue with healthy consumers—one that educates, builds trust and enables them to stay well.
Fortunately, there have never been more ways to accomplish this. Thanks to the rise of social media, mobile and digital technology, it’s now easier than ever to reach out to consumers and develop a lasting rapport. But it’s a process that begins with a thorough understanding of your brand. You need to know how its unique characteristics can best satisfy the needs of an information-seeking marketplace. In short, you need a healthcare marketing specialist.
At MDG, we’ve been helping hospitals, practice groups and medical products and service companies harness powerful new media for healthier results.
Healthcare marketing has become increasingly complicated. Thanks to the rise of social media, mobile and digital technology, it’s now easier than ever to reach out to consumers and develop a lasting rapport.
To learn how your brand’s unique characteristics can satisfy the needs of an information-hungry market, consult the experts at MDG.
Client Spotlight: HCA East Florida
Hospitals have typically been the place of last resort for healthcare consumers. But it doesn’t have to be this way. We’ve helped hospitals engage consumers and build their brands to become the first place people turn to for their healthcare needs.
HCA East Florida ER Billboard Campaign
HCA East Florida’s billboards dominate the major roadways throughout South Florida. MDG Advertising leveraged this presence and developed an impactful outdoor campaign to support the Average Wait Time clocks and create consumer awareness for the Hospital Group’s Emergency Care services.
HCA East Florida Cardiac Campaign: TV
According to The New England Journal of Medicine, the number of procedures a hospital performs directly correlates to their outcomes. MDG utilized this powerful quote to communicate that when it comes to choosing a cardiac facility, experience is paramount, and HCA East Florida hospitals have the most experience in the region. We also developed the unifying brand, "Florida’s Leading Cardiovascular System," for this family of hospitals.
HCA East Florida Cardiac Campaign: Print
There's strength and health in numbers, and in executing print ads for our cardiac campaign, MDG let the numbers do the talking, since HCA has the highest numbers in the region.
JFK Medical Center's 25th Anniversary Branding: Billboard
The leading cardiac hospital in the region wanted to recognize and commemorate this significant milestone. MDG developed an integrated campaign that included a logo, and print and outdoor campaigns. This strategically located, high-traffic billboard was designed to announce this accomplishment in a voice that reflects JFK's passion for providing the highest quality of care.
JFK Medical Center's 25th Anniversary Branding: On-Site
MDG developed on-site materials to inform visitors and recognize the dedicated staff. Outdoor banners, including a 60-foot front-entry banner and multicolored light-pole banners welcomed and informed visitors of JFK's 25th anniversary. Interior banners and posters continued to tell the story.
Client Spotlight: Dental Care Alliance
As a large, multi-level practice group, DCA needed to focus on both patient and physician acquisition. We led them through a transition that included rebranding and a complete repositioning of every aspect of their marketing outreach. They now have a solid plan with a serious emphasis on tracking and sustaining ROI.
doctors are in.
Dental Care Alliance Rebrand
MDG started with an in-depth brand structure, digital platform, advertising and communication analysis, and a plan that was designed to grow their existing business, while focusing on an expansion strategy. We developed a website generator, established the brand platform and new identity, and fixed more than 80 of their existing sites—all while simultaneously launching new advertising and direct marketing campaigns. MDG’s new identity for DCA not only unifies their multiple brands, but also represents excellence, trust, and authority.
Dental Care Alliance Analytics Dashboard
With over 100 practices and an excess of analytics to track and monitor, developing a place to house the data for easy accessibility was essential. MDG Advertising developed a custom dashboard to monitor, measure and capture cumulative and individual success of marketing initiatives such as leads and appointments by location, social media success by brand, new patient acquisition and customer counts by location etc.
Dental Care Alliance Practice Direct Mail
The first thing direct mail has to accomplish is to make it past the recycling bin. The next thing is to capture the attention of the practice managers and dentists, communicate the challenges independent dentists face, and how DCA can be the answer. MDG's direct mail concept was like money in the bank.
Dental Care Alliance Consumer Advertising and Direct Mail
MDG's campaign focused on changing consumers' negative perception of going to the dentist. If we can make them smile, then we can make their smile. The "teeth people" deliver messages that range from angry to ecstatic. Talk about a campaign with legs.
Medical Products & Services
Client Spotlight: MDVIP
Like DCA, MDVIP wanted to reach out to both physicians and patients. Only in their case, they were launching a whole new segment of healthcare marketing. We gave them the strategy and essential tools to make "concierge medicine" a viable alternative to traditional practices.
MDVIP Physician Acquisition Advertising
MDG has been with MDVIP since its inception. We developed its identity, marketing and advertising strategy, and marketing materials. Over the years, we've helped them grow to nearly 200,000 patients and 600 physicians nationwide. Our recent focus on practice acquisition advertising has delivered a message of how physicians can survive in today's challenging and rapidly changing healthcare environment, showing them that by joining MDVIP, they can breathe new life into their practices.
MDVIP Physician Acquisition Direct Mail
Once MDVIP has identified the most-talented, passionate, and caring physicians in the country, MDG develops a campaign utilizing direct mail and email to deliver the attributes of this revolutionary practice model. The culmination of the campaign is an invitation to attend a weekend event that ties in the benefits of MDVIP with the ambiance of the event's location.
MDVIP Physician Acquisition Microsite
Once we've captured the physician's attention, we need to continue the dialogue, so MDG developed a microsite that allows busy primary care physicians to log on with a unique PIN, watch informative videos and testimonials, ask questions, and fill out a questionnaire that will allow MDVIP to determine if they fit their model.