April 22nd, 2014

Video blog: Media relations best practices for healthcare companies

A solid media relations foundation is crucial as the world of journalism is constantly evolving. Brian Parrish, executive vice president and principal, outlines steps for achieving trade media relations success for healthcare companies. If you’d like to see the premium coverage Dodge has secured for its clients using these best practices, you can view it here.
April 21st, 2014

Packing a punch with proactive PR planning

The approval of postponing the ICD-10 deadline to 2015 got me thinking about the importance of planning and how a number of companies built their yearly strategic plan around preparing for the deadline in October without including the flexibility to switch gears. While the foundation of a successful campaign is one that’s well-thought out and plans ahead, in our world of healthcare communications, we are moving at warp speed to keep up with all the changes. To be fair, predicting the change of... [+]
April 18th, 2014

Word of the week: Bitly

Bitly is a free URL shortening and online bookmarking service that companies can utilize while posting on websites, emails and social media. The tool offers more than just the ability to shorten links so they will fit in the limited spaces given on social media. It also provides an analytics function to measure the engagement of your links, showing how many clicks you receive. There is also a bookmarking feature that allows a user to store websites for future use. In addition to the Bitly site... [+]
April 17th, 2014

Integrating healthcare marketing and PR efforts to grow your B2B company

The value of integrated communications  In today’s competitive B2B healthcare market, businesses must learn how to effectively combine their efforts and resources to develop the most successful strategies. As some of you may know, healthcare companies generally treat marketing and public relations as separate entities, but by developing an integrated communications strategy for your company, you can see stronger results by working together to develop consistent messaging and leverage it across... [+]
April 11th, 2014

Word of the week: Podcast

A podcast is a digital audio file that can be downloaded by a user. Typically, they are created as a series that is sent to subscribers. Podcasts can be utilized in your marketing strategy to reach customers and prospects and keep them engaged in your content. Although podcasts are on the rise, only 5 percent of digital markers are currently integrating them in their marketing plan—24 percent plan to start using this tool within the next year. The type of content that is used on the podcasts... [+]
April 7th, 2014

Improving healthcare - there's no instant pudding

Mark Graban on the key ingredients necessary for a philosophy of continuous process improvement to take hold and make a difference in the US healthcare industry. Read Mark’s original interview with Dodge from 2013, where he explains Lean healthcare strategy and kaizen in detail. Mark Graban is an internationally-recognized expert in the field of “Lean healthcare.” He is a consultant, keynote speaker and the author of three books, including the most recently published, “The Executive Guide to... [+]
April 4th, 2014

Word the week: Call-to-action

A call-to-action (CTA) is a response you hope your users or viewers will complete. CTAs are used in websites, landing pages and other marketing materials to prompt users to act. A CTA provides a method to measure success on your site and gives your users a direction. Steps for successful CTAs include clearly explaining the offer, using action verbs that are compelling to the reader and making sure it stands out against the other copy on your page. Many CTAs offer an incentive to the user; for... [+]
April 2nd, 2014

Video blog: The importance of brand consistency

Consistent visual identity is a crucial element of a rebranding campaign. Hear from Creative Director Jenny Orr as she shares tips for achieving brand consistency with examples from a recent campaign for Aesynt that included logo design, print collateral and advertisements. If you are interested in seeing more samples of our creative work, you can view them here.
April 1st, 2014

House and Senate Vote to Pass H.R. 4302 - Patch SGR and Delay ICD-10

What does this bill mean for the healthcare IT industry? A lot. If President Obama signs the bill into law as he is expected to, ICD-10 will be delayed for at least one full year to October 1, 2015. And that’s not all: enforcement of the Medicare two-midnight payment rule will also be delayed. Prior to this delay, the industry has been working hard to switch over to the ICD-10 code set by October 1, 2014. The bill, commonly known as the “doc fix” or SGR patch, contains these two provisions... [+]
March 28th, 2014

Word of the week: Progressive profiling

Gating content is a great way to gauge prospect interest in certain products, services or offerings. While placing forms in front of whitepapers, case studies and articles is a good method of showing sales the level of a prospects interest, it doesn’t provide them with enough insight into specific information that could close, or delay, a deal. The use of progressive profiling allows your forms to remember the visitor and the fields to alter based off of information you have already gathered.... [+]