Healthcare Marketing: Why Brand Trust is Pure Gold

QUESTION: How can your organization interpret/engage/leverage/ the impact of burgeoning healthcare spending in the United States? ANSWER: You've got to talk the talk.  And to do that, you've got to understand the trends. They are structural and massive, destined to reshape the dynamics of the American economy. By 2021, Uncle Sam estimates healthcare spending will… Read more »

How can you appear more confident when you communicate?

This is a lifelong pursuit for every communicator, but there are a few tricks that can help you "fake it 'til you make it."  And, psychologically speaking, "pretending" to be confident can actually help you become more confident. First, there's no substitute for effective preparation.  No amount of technique can replace a well-considered, well-built message. … Read more »

Should your organization invest in professional video?

It depends on who you are and what you're trying to accomplish. First, understand your brand.  Video is a uniquely powerful way to leverage brand across internal and external, traditional and nontraditional platforms.  Here's the catch:  There's no greater waste of your organization's time and money than tinkering with your brand during–or worse–after you've commissioned… Read more »

How do you leverage a Q&A session to your benefit?

Whether it's a media engagement, an online chat, or the discussion following a live presentation, question-and-answer can be your single greatest opportunity to amplify and land your message.  It's about taking control of the question, not allowing it to control you.  And guess what?  There are some "sneaky" ways to do that. First, go from… Read more »

How do you grab and hold an audience's attention?

Whether you're presenting to a live audience, a video camera, or a social media interface–maintaining interest is the Holy Grail in today's world of microscopic attention spans. First, keep it simple.  Review your content with the ruthless eye of someone cleaning out the house before a cross-country move.  Unless that word, graphic, or photo is… Read more »

What's the first step in effective crisis communication?

The apology.  Or at least the acknowledgement of what's occurred and how it's impacted your stakeholders. It's been five years since British Petroleum's Deepwater Horizon drilling rig exploded and sunk in the Gulf of Mexico. The disaster killed 11 people, spilled 4.9 million barrels of crude, and threatens to ultimately cost BP tens of billions… Read more »