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Insights

Why Are Patients Switching? Q&A with Marsha Hystead and Kevin Stranberg

For hospital and health system strategists, the first step to preventing patient switching is to understand what is causing patients to shop around for health care.  

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Topics: Healthcare Marketing, News

Lindsey Edson
Posted by Lindsey Edson on September 20, 2017

Hailey Sault Presents at SHSMD Conference: “A Deep Dive Into Patient Choice: A Research-Based Workshop with Direct Patient Feedback”

As patients become more responsible health care consumers, they are increasingly willing to seek alternatives to their current provider. Who are these patients? What triggers their switching behavior? And what can we do to retain them?

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Topics: Healthcare Marketing, News

Lindsey Edson
Posted by Lindsey Edson on September 15, 2017

Islands of Brilliance at Hailey Sault

Islands of Brilliance is an organization that matches children and young adults on the autism spectrum with design professionals who mentor them. Hailey Sault recently hosted a week of creative workshops for these students and their mentors, which included members of our staff as well as other talented designers from the region. According to one of the volunteers, Annie Schweiger, "It's rewarding to see the kids' growth in just a week—in their confidence and their skills—as they quickly learn and then use the design programs. Personally, I learned how to be a better communicator and to be patient throughout the process."

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Topics: Culture

Mike Scholtz
Posted by Mike Scholtz on September 14, 2017

4 takeaways from the Minneapolis Digital Summit: A web developer’s point of view.

This is the second year I’ve attended the Digital Summit in Minneapolis. The collaboration of knowledge that comes out of this event each year is unparalleled. This year my colleagues and I gained amazing insights into four top digital trends:

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Topics: Digital Marketing, Strategy

Mark Huebsch
Posted by Mark Huebsch on September 12, 2017

Hello, we're Hay-lee-soo

Hello, our name is Hay-lee-soo.

So, what’s the story behind our new name? How did we move from HTK Marketing to Hailey Sault?  A few months ago my partner in business, Mike Seyfer, sent me a text.

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Topics: Branding, Culture, News

Marsha Hystead
Posted by Marsha Hystead on July 9, 2017

Health Care Blogs Patients Want to Read: 5 Secrets.

Your healthcare organization is blogging. Great. Maybe you’re the person writing those blogs. Good. Or, maybe you’ve hired an agency to do it for you. Even better. How do you know your blogs are what patients want to read? In this blog about healthcare blogging, I’ll share some of my secrets for engaging patients, finding topics and making blog writing a little easier.

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Topics: Strategy

Denise Burgess
Posted by Denise Burgess on May 10, 2017

Attention Health Care Marketer: You are not your target audience

You’re a healthcare marketing expert immersed in the world of strategy, patient acquisition, physician recruitment, service line campaigns and more. You’re also a patient—a user of healthcare—someone who has the same healthcare experiences as your target audience.

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Topics: Research

Denise Burgess
Posted by Denise Burgess on April 26, 2017

2017: The Hyperconnected Health Care Patient-Centered World

Recent studies indicate that the average person’s attention span is a mere 8 seconds—down from 12 seconds a decade ago. (I actually answered two emails before finishing that sentence.)

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Topics: Research

Susan Milne
Posted by Susan Milne on March 15, 2017

Hailey Sault Workshop Internship: It’s More

It all started with the question—“How busy are you this semester?”—asked by a friend and past Hailey Sault intern.

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Topics: Workshop

Lexi Wiemeri
Posted by Lexi Wiemeri on March 2, 2017

Good Stuff: Proof That Workplace Wellness Works

 

And so it begins. With a resounding commitment from our staff of 20, we embark on the 2017 Hailey Sault Fitness Challenge we are calling Come2Play. It kicks off this month, and we are doubling down on fitness classes, food diaries, group fitness challenges and health awareness. Like they say, we are putting our money where our purpose is.

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Topics: Culture

Marsha Hystead
Posted by Marsha Hystead on February 23, 2017

Is “Going Live” Health Care Marketing’s Newest Digital Tool?

According to the Social Science Research Network, 65 percent of us are visual learners, meaning we process information based on what we see. Researchers also found that women (one of healthcare’s top target audiences) tend to be more visually oriented than men.

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Topics: Research, Strategy

Denise Burgess
Posted by Denise Burgess on February 7, 2017

ACA Uncertainty: The health care you deliver is a human right we want to protect

This week a new president will be sworn into office and with him the promise to make sweeping changes to the Affordable Care Act (ACA). The words “repeal” and “replace” touted throughout the campaign are about to become reality and what that will mean to hospitals, healthcare systems and the patients they serve is causing widespread concern.

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Topics: Culture, News, Strategy

Denise Burgess
Posted by Denise Burgess on January 18, 2017

3 Health Care Insiders on Marketing’s Past, Present & Future

Whose brain do you pick for empathy, inspiration and insight into the industry you work in? At Hailey Sault, we have the privilege of working with some really smart healthcare marketing VPs, directors and managers. Together, we have navigated so much: competitive challenges, changes in leadership and business goals, adjustments in budgets and staff, health plan disruptions, new trends in consumer behavior and preferences—you name it. Amid all the challenges and changes, including the ever-growing arsenal of technological marketing tools, we’ve had some resounding successes.

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Topics: Culture, Strategy

Laurie O'Neill
Posted by Laurie O'Neill on January 3, 2017

What goes into estimating your health care marketing campaign?

What goes into estimating your healthcare marketing campaign?

You may wonder how we determine what it will take to plan your campaign’s concept and strategy. Or, how we come up with the numbers for writing, designing, shooting photography or video. How about what it will cost to integrate the elements of your campaign into your website with a dedicated landing page and optimization.

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Topics: ROI

Denise Archer
Posted by Denise Archer on December 15, 2016

Key Health Care Marketing Insight 2017: Brands, politics and payers.

In the last six months, I have been paying close attention to some emerging trends affecting several of our clients, and it has created an indelible impression: your brand matters, although perhaps not for the reasons you once thought. As ACA rolls into its third year (perhaps its last?), the battle lines between payers and providers are growing, and we are seeing the impact health brands can have on affecting legislative issues, out-of-network statuses and ultimately patient trust.

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Topics: Branding, Research

Mike Seyfer
Posted by Mike Seyfer on December 9, 2016

Our 120 Day Hailey Sault Fitness Challenge: Fit Bodies and a Fit Bottom Line

Four months ago, today, we kicked off the first-ever Hailey Sault 120 Day Fitness Challenge—no pressure to participate and no guarantees of success. The main message we heard from our trainer and program architect, Eric Franklin of XMT-3 Training, was this:

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Topics: Culture

Marsha Hystead
Posted by Marsha Hystead on December 2, 2016

Purpose-driven marketing: turning challengers into champions

Enjoy a brief journey into Hailey Sault. Get a feel for what we do and why. Hear from health leaders who’ve been in your shoes—and then started running faster and smarter with a strategic partner by their side. 

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Topics: Research

Jake Kapsner
Posted by Jake Kapsner on November 17, 2016

Great Health Care Copywriting: What it is and how to get it.

Let’s start with what copywriting is—in general.

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Topics: Strategy, ROI

Denise Burgess
Posted by Denise Burgess on November 10, 2016

Health Care Consumerism: It’s About the Human Experience

When you introduce yourself at a non-work soiree, do you use “consumer,” “patient” or “targeted demographic” to describe yourself?  Is that your identity? I would hope not. You’re a person.

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Topics: Strategy

Mardy Maki
Posted by Mardy Maki on November 2, 2016

5 Key Analytics for Health Care Websites

Paying attention to what’s happening on your website matters. As organizations begin to standardize marketing measurements across sales channels, business units and media, the closer they’ll come to attaching value and setting up tactics to achieve their web objectives. It sounds complicated, because it can be. But getting started in the simplest way can eventually lead to immensely worthwhile outcomes for your bottom line.

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Topics: Strategy

Craig Johnson
Posted by Craig Johnson on October 26, 2016

Hailey Sault presents research insights at Illinois conference: “What’s driving patient choice in America?”

It’s a question being asked at healthcare organizations interested in everything from patient satisfaction and population health to service line viability and the bottom line. What’s driving healthcare choice in America?

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Topics: News

Jake Kapsner
Posted by Jake Kapsner on October 12, 2016

Health Care Marketing Focus Groups: Snacks, Cash and Insight

What is the perception and reputation of your brand? What motivates people to seek you out for care? How does your brand compare to your competitors? What do the people you serve need from you? What is your marketing doing right? What is it doing wrong? What changes do you need to make? A good focus group is one way to find the answer to these questions and more.

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Topics: Strategy

Denise Burgess
Posted by Denise Burgess on October 6, 2016

Millennials: Health Care Marketing’s Newest Challenge

Millennials are the most-studied, most racially diverse, and soon-to-be the best-educated of the generational cohorts. They are the largest of the generations—at 82 million and counting—and make up a quarter of the U.S. population. They are the biggest group in the workforce and in the marketplace, and their influence will continue to grow. With an age range of 19 to 37, the youngest of them will soon be leaving their teenage years behind, and the oldest will soon start having those birthdays where their younger friends bring them black balloons. 

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Topics: Research

Joyce Piispanen
Posted by Joyce Piispanen on September 28, 2016

Generation X: In the Prime of their Health Care Lives

They are brand loyal, well educated, hard working and sandwiched between two huge, distinct and louder generations. Generation X, born between 1965 and 1980, are 65 million strong and range in age from 36 to 51. These middle-children of the demographic world are in the prime of their healthcare lives. They have children to care for, older parents to take care of, and soon they will be making appointments for their first mammograms and colonoscopies. They will be concerned about their cholesterol, and need diabetes screening. Getting to know them and making sure they don’t feel like the neglected, invisible middle child they are notorious for claiming to be will be in your best interest.

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Topics: Research

Joyce Piispanen
Posted by Joyce Piispanen on September 23, 2016

Baby Boomers: 11 Things Health Care Marketers Need To Know

By the end of this year, the Baby Boom generation will range in age from 52 to a nice round 70. What stereotypes do you have about this generation? Are you aging them before their time? Do you know where to find them? Are you making it easy for them to find you?

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Topics: Research

Joyce Piispanen
Posted by Joyce Piispanen on September 16, 2016

Stepping up for health, creativity and productivity

We’re 30 days into a voluntary four-month challenge that has our team exercising together and celebrating mindful food choices. And a lot of people ask me: “Why would you spend money on exercise equipment, a personal trainer and billable agency time to let people work out?!”

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Topics: Culture, News, ROI

Marsha Hystead
Posted by Marsha Hystead on September 6, 2016

Radio is still relevant. Is your advertising?

Radio has long played a special part in the American experience. It’s been in our cars, workplaces, backyards and the bedrooms of Boomers bopping to the Beatles, Gen Xers tuning in to the Top 40 and Millennials streaming Pandora. Today, even in an age of visual dominance, data suggests traditional radio is still strong, and online radio keeps getting bigger. So as part of the right media mix, audio ads can be particularly effective for your money. Our take: as long as they’re done right. Your commercials, particularly for healthcare marketing, must be tailored with your brand attributes and quality in mind.

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Topics: Strategy

Jake Kapsner
Posted by Jake Kapsner on August 25, 2016

Creating great health care content in the age of info overload

I just read an article by neuroscientist Daniel J. Levitin today titled Why the modern world is bad for your brain. In it he describes our smartphones as: “Swiss army knife–like appliances that include a dictionary, calculator, web browser, email, Game Boy, appointment calendar, voice recorder, guitar tuner, weather forecaster, GPS, texter, tweeter, Facebook updater, and flashlight.”

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Topics: Strategy

Denise Burgess
Posted by Denise Burgess on August 17, 2016

6 Don’t-Miss Takeaways: Digital Summit Minneapolis 2016

Last week we attended what is described as “The Definitive Digital Marketing Gathering” of 2016—the Digital Summit in Minneapolis. It definitely lived up to its billing of providing real-world, practical solutions happening at the crossroads of marketing, analytics, user experience and emerging technologies. Over 500 marketers attended and heard the latest updates, case studies and content processes from digital experts at Microsoft, Intel, StumbleUpon, Pinterest, Pandora and more.

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Topics: Research, News, Strategy

Craig Johnson
Posted by Craig Johnson on August 4, 2016

Optimizing your health care landing page

The healthcare landing page—let’s get right into why you need it and how to effectively create it. 

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Topics: Strategy, ROI

Mark Huebsch
Posted by Mark Huebsch on July 27, 2016

A Health Care Art Director’s Journey: Becoming a Patient

Nothing makes one better at their job as a healthcare marketing art director than actually experiencing healthcare firsthand. I’ve always been relatively healthy—doing my fair share of exercising physically and mentally, and eating “kinda” well. I rarely visited my doctor’s office, except for the usual appointments. More honestly, I steered clear of doctor visits almost entirely. I routinely even avoided taking ibuprofen for common aches and pains associated with running. As healthcare marketing creatives, we put ourselves in the shoes of patients to find out what messaging resonates with them. Pretty ironic stuff—here I am in this healthcare advertising world that I clearly try to avoid in my non-working world through my own preventive measures. I’ve gleaned a solid chunk of my healthcare knowledge purely from being surrounded by it for the past 10 years—concepting campaigns, learning about healthcare technology, reading statistics, focus groups, etc. You can gain a lot of information that way (and I have), but to experience healthcare firsthand was an area that I personally lacked.

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Topics: Culture, News

Deb Davidsavor
Posted by Deb Davidsavor on July 22, 2016

Pokémon Go Outside and Play: Some Old Health Advice Gets an Upgrade

“Limit your screen time.”

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Topics: Research, Culture, News

Mike Scholtz
Posted by Mike Scholtz on July 12, 2016

We know a great health care marketer when we see one

 

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Topics: Strategy

Denise Burgess
Posted by Denise Burgess on July 8, 2016

4 Marketing Hacks from #HospitalMarketingNational in Atlanta

I was a presenter and attendee at this year’s Hospital Marketing National Conference in Atlanta, Georgia—#HMN16. The event was filled with case studies and presentations aimed at making healthcare marketers’ lives easier and more successful. In the two days I was there, I took away four marketing hacks I know you can use.

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Topics: News, Strategy

Mardy Maki
Posted by Mardy Maki on June 30, 2016

Why doctors should love health care marketing

Say “healthcare marketing” to some physicians and you’ll get a look of disgust. Marketing is often a dirty word among the group. And their disdain for marketing has historic roots. In 1847—during the days of traveling medicine shows peddling snake oil cures—the first American Medical Association Code of Ethics stated that advertising was “derogatory to the dignity of the profession.” Licensed doctors took a vow not to advertise because of a collective agreement that it was ethically incompatible with patient care. It wasn’t until a Federal Trade Commission lawsuit in 1975 (Goldfarb v Virginia State Bar), that the American Medical Association removed all prohibitions on advertising—with a restriction against false or misleading advertising.

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Topics: Research, Strategy

Denise Burgess
Posted by Denise Burgess on June 23, 2016

Using Digital to improve your Key Service Line Reputation

Do you have the brand position and service line reputation you want? How does it affect the healthcare marketing you’re doing right now—and what will it mean for the future of your organization? 

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Topics: Research, Strategy

Craig Johnson
Posted by Craig Johnson on June 16, 2016

Design a better health care website

As a health care marketer, are you clear about what your website aims to accomplish? Is it working? How well does it serve your customers’ needs—and how well does it help you monitor visits, so you can serve people even better? 

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Topics: Strategy

Craig Johnson
Posted by Craig Johnson on June 9, 2016

Health Care Provider Shopping: 14% of your market is doing it.

We recently surveyed 1,233 health care consumers from across the United States to explore the complex and emotional factors that affect their relationship with their provider. What we found was a shocking 14 percent of consumers are actively considering switching providers.

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Topics: Research

Marsha Hystead
Posted by Marsha Hystead on June 2, 2016

Health Care Digital: From Zero to 200,000 Views in 3 Months

How do you engage targeted patient populations, empower front-line hospital employees and amplify communication with both employees and patients?

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Topics: Strategy, ROI

Mardy Maki
Posted by Mardy Maki on May 26, 2016

A profitable alternative to patient attrition

What if you could keep every single patient whose doctor retired or otherwise left your organization?

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Topics: Strategy

Laurie O'Neill
Posted by Laurie O'Neill on May 20, 2016

Health Care Marketing Dashboards

In a perfect world, every marketer in your health care organization would be a data geek, with access to all the statistics they needed to make effective digital marketing decisions—as well as the analytical skills to use all that data. But this is the real world where health care marketers have little time to “geek out” on data. They’re too busy treading water to keep up with all the needs and requests coming their way.

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Topics: Strategy

Craig Johnson
Posted by Craig Johnson on May 12, 2016

Resource Management: How great health care marketing stays on time and budget.

The production of great, creative healthcare marketing requires a superhuman-like attention to detail, insane organizational skills and constant multi-tasking. As the ideas flow here at Hailey Sault—about the opening of a new cancer center, the next primary care campaign, how to raise employee morale, physician recruitment, the annual report or any number of service line pushes—our resource manager is ever vigilant about:

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Topics: ROI

Hailey Sault
Posted by Hailey Sault on May 5, 2016

Stand Up Branding

We know that a brand is not invented so much as it is discovered in the essence that already lives in your organization. Our Stand Up Branding process is designed to explore every nook and cranny of your health care

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Topics: Branding

Marsha Hystead
Posted by Marsha Hystead on April 28, 2016

The Power of Sensory Branding—What You Say

Part 3: The Power of Sensory Branding—What You Say

What is your organization’s voice? What words do you use when communicating with your patients or with your employees? Do the words you use communicate the personality of your organization?

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Topics: Branding

Marsha Hystead
Posted by Marsha Hystead on April 20, 2016

The Power of Sensory Branding—What You Hear

Part 2: The Power of Sensory Branding—What You Hear

Last week Joe Gunderson discussed the power of visual branding and how healthcare consumers visually experience a brand. This week I’d like to discuss another powerful sensory branding tool often overlooked in healthcare marketing—sound. Also referred to as audio or sonic branding, it is a tool that can play an important role in differentiating you from your competition.

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Topics: Branding

Austin Tofte
Posted by Austin Tofte on April 14, 2016

The Power of Sensory Branding—What You See

Part 1: The Power of Sensory Branding—What You See

As humans we are very visually-oriented. In fact, studies show that ninety percent of information transmitted to our brains is visual. The colors, shapes and images we view communicate complex stories, emotions, impressions, associations and moods.  

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Topics: Branding

Joe Gunderson
Posted by Joe Gunderson on April 7, 2016

Why Your Health Care Website Should Be Responsive

Let’s acknowledge right now—a hospital website redesign is a huge undertaking. More than any other industry, internal politics come into play, with marketers having to deal with individual and department agendas that can easily overshadow what your website must do to perform correctly.

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Topics: Strategy

Hailey Sault
Posted by Hailey Sault on March 30, 2016

A Quick Report: Top Performing Digital Health Care Marketing Trends

Last year we saw a noticeable shift by our health care clients in digital spend, budgets and overall goals. Attribution, ROI and generating leads became a new focus for our clients, as well as shifting tactics to acquire new website visitors.

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Topics: Research, Strategy

Hailey Sault
Posted by Hailey Sault on March 28, 2016

Part Two: Gen X Health Care Consumer Extraordinaire

In case you missed Part One last week here are four important points you need to know about Gen Xers:

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Topics: Research, Strategy

Mardy Maki
Posted by Mardy Maki on March 16, 2016

Part One: Gen X Health Care Consumer Extraordinaire

“The most influential generation”—according to Yahoo’s Gen X study released in February—is a generation worthy of a healthcare marketing strategist’s particular attention. We could certainly engage in an interesting dialogue regarding whether or not Gen X is the most influential, but nonetheless in your realm they are important consumers of healthcare.

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Topics: Research

Mardy Maki
Posted by Mardy Maki on March 10, 2016