health care marketing

How Communication Can Build a Values-Driven Culture

How Communication Can Build a Values-Driven Culture

There’s no better way to bring your mission and values off your walls and into your halls than by showing your leaders and employees walking the talk.

And there’s no better communication tool than video to build a values-driven culture. Video can capture symbolic moments in which people bring values to life in authentic ways—and spread the role-modeling throughout the organization.

One Surefire Way to Get Employees' Attention

Want to recognize your employees for a big success? Then showcase them in some of your promotional work—it’s a sure win.

In this video, employees and physicians take center stage delivering the news that their hospital has been named among America’s Best 100 Hospitals™. It’s a good way to celebrate the achievement and recognize the people who made it possible. 

https://vimeo.com/164483581

Use Success Stories to Build Your Company's Culture

Employee engagement and culture development are two of the hot topics in business today. We know that employees have discretionary effort—and those who feel deeply connected to their work will expend more effort.
 
One technique that can help do both is to celebrate successes—and connect them to your core purpose. Need some inspiration? Check out this video that we produced with San Joaquin Community Hospital to summarize their achievements for the year.
 
Are you talking about successes enough at your company? How might video help you celebrate your achievements better?

How Video Can Improve Your Health Care Communications

Need ideas on how you can use video in your health care marketing and communications? Whether you want to sell, tell, inspire, persuade, announce, train or explain, video does it better than any other medium. Online video is the fastest-growing ad format and the medium of choice for consumers of all ages.

Why Shouldn’t Information Be Beautiful?

SGMCOBbooklets.jpg

A new mom has lots of questions about her delivery. To help her sort it through, this hospital has prepared some useful guides. But let’s admit it—new moms also like Pinterest. They’re more likely to read something that looks beautiful—in addition to being helpful content.
 
Are you giving your target audience reason to step into your content? Understanding what they already love to look at it can be a great first step.

Direct Mail: Still an Important Part of Your Marketing Mix

Don’t ignore direct mail in your move towards digital messaging. Of course digital must be part of your mix, but don’t underestimate the power of print.
 
In the case of direct mail, people generally have to sort their mail, which means you have a chance to get their attention.
 
Once you’re in the reader’s hand, you have a second or two to help them decide if the message is for them—and to get them inside the piece. So think about every micro-second of the buy journey as you develop a direct mail piece.

  1. Does the cover clearly offer a promise to a problem they have—thus inviting them further into the journey?
  2. Does the overall look convey the right image? For a hospital, for example, there’s an expected dignity and credibility that telegraphs competence. This is done through color, type choice, word choices and photos.
  3. Is it easy to browse, so the reader can go right to the content that interests them?
  4. Is the call to action easy to find and clear?
  5. If they respond to the call to action, will they get what they’ve been promised? Either someone knowledgeable on the phone, or a Web page that truly offers useful information without much effort on their part. 

We’re still fans of this medium. If it’s done well, it can definitely affect people’s buying decisions.

Who Doesn’t Love a Baby Video?

We chose each element of this maternity services video—the voice, the script, the visual look, the music, the animation effects and the custom baby photos shot by our partner, Tami Wilson—to depict the extra attentiveness our client brings to their patients.
 
Within the first few days of posting the video on their Facebook page, it had more than 2,000 views.
 
What ways have you used to incorporate videos and photos into your social media strategy to increase engagement?

CMBell Company and Clients Win Eight Awards for Creative Work

Creative work developed by CMBell Company and clients has received eight awards from the 32nd Annual Healthcare Marketing Advertising Awards competition.

We celebrate the hard work of our clients and our team in bringing together these creative projects.

LIttleton Adventist Hospital 25-year Anniversary Video

LIttleton Adventist Hospital 25-year Anniversary Elevator Wraps

Dignity Health Recruiting Display

Adventist Health Southern California Region Strategic Planning Video

Simi Valley Hospital 50-Year Anniversary Print Ads

Simi Valley Hospital 50-Year Anniversary Transit Shelter Poster

Simi Valley Hospital 50-Year Anniversary Elevator Wrap

Could You Be Wrong About What Your Company is Actually Selling?

Health care sells peace of mind and hope—not MRIs. Coke sells a feeling. Cars sell image. Banks sell security and peace of mind. These are the deeper motivations of consumers that lie beneath the actual product decision.
 
We worked with Dignity Health to sell lifestyle options in this recruiting brochure and display unit. While they are selling jobs, lifestyle motivations are what drive a physician’s decision to align with an organization. They’ll consider questions like these: How will my family flourish in this location? How much satisfaction will I find with my colleagues? How will I find meaning in my career opportunities? What will my lifestyle look like if I take a career with this clinic?
 
It’s important to reach your audience not just with product benefits, but to address the underlying motivations they have for engaging with you.
 
So what are you selling?

Dignity Health Recruiting Brochure

Dignity Health Recruiting Brochure

Dignity Health Recruiting Display

Dignity Health Recruiting Display

Use Your Company Anniversary as a Brand Refresh

Celebrating achievements are important, but corporate milestones represent an opportunity for more than just celebration. They’re a chance to roll-out your story in a fresh way—to revitalize your brand.
 
We worked with Simi Valley Hospital to pull together their signature messages about quality and growth, then developed a year-long plan to deliver those messages as part of their anniversary campaign—making the milestone work harder for them and getting more for their investment.

Simi Valley Hospital 50-Year Anniversary Print Ad

Simi Valley Hospital 50-Year Anniversary Print Ad

Simi Valley Hospital 50-Year Anniversary Transit Shelter Ad

Simi Valley Hospital 50-Year Anniversary Transit Shelter Ad

Simi Valley Hospital 50-Year Anniversary Banner

Simi Valley Hospital 50-Year Anniversary Banner

7 Tips on Engaging Employees in Your Strategy

Without employee support, no strategy—no matter how brilliant—gets executed. Aligning employee behavior is one of the most important tasks of leadership. Here are seven tips that can help you achieve this:

  • No CEO can speak personally to every employee. So be sure to deliver the message in a format that can be shared and spread organically. Generally, video is the medium of choice because it engages all of the senses.
  • Give employees a reason to believe. Help employees move from fear of change to acceptance and implementation, by showing how it will impact customers.
  • Make it relevant to their world, their concerns. Skip all the technical details and show how it will benefit them.
  • Make it speak to the heart, as well as the head. People don’t change behavior because they get a list of reasons to do so. They change because something has stirred within them a desire to change. To be successful, your strategy needs both the detailed action items and the visionary, inspirational component.
  • Make the destination as real and compelling as you can. You are, after all, asking them to make a journey to an unknown destination. There are no travel brochures except the ones you create—so invest in making them well.
  • Use the best tools available. This is no job for the predictable PowerPoint presentation. To move people, the communication tool should engage all of the senses with sound, visuals and words. It should reflect the same level of quality that your workplace does.
  • Coherence. And finally, words matter. But actions talk, too. Make sure that there’s coherence between what you say and how you live your talk throughout your organization.

Need some inspiration? Here’s a video we just produced for a large, nonprofit health care system to launch their new strategic plan.

Adventist Health Strategy Video

Adventist Health Banners