Posts Tagged ‘Marketing’

RIP SOPA/PIPA: Why Healthcare Marketers Should Take Note

In the aftermath of recent Internet blackout protests, featuring big players such as Wikipedia, Reddit and Major League Gaming, the Web community rallied against proposed Internet regulation laws — and won. The people have spoken, and the bills are dead.

So, what does this have to do with medical marketing? Let’s look at the facts. Continue reading »

Striking a Balance: Emotive Websites that are Usable

During an internal creative review meeting for a hospice website this week, I heard something that I never thought I would hear: “That call-to-action is too strong.” You could almost hear the wheels start spinning in everyone’s mind.

After discussing the call-to-action further, we realized that the problem wasn’t the CTA itself, but an unbalanced execution.

Half of the room thought that the website was not emotionally branded enough and the CTA was too much, too soon. They believed it needed to be about the connection first and foremost. The other half of the room agreed that the emotional branding was very important, but that the usability of the site needed to come first.

They’re both right. We just needed to strike a better balance. Continue reading »

The Art of Campaign Teasers: More Bang for Your Budget

Last week, we blogged about rebranding California Pacific Medical Center (CPMC) without using clichéd images. In this blog post, we’ll tell you how we launched CPMC’s rebranding campaign with an outdoor reveal.

When California Pacific Medical Center (CPMC) approached HCB about positioning and rebranding the San Francisco-based hospital group, all parties agreed that the approach would need to be special. The brand positioning we created revealed and elevated what CPMC does best — medical care delivered on a truly personal level.

San Francisco is a dynamic, vibrant city. It’s an attractive market for advertising, but many organizations, marketers and media planners find it difficult to deliver powerful product messages through all the clutter. Companies that had succeeded there in the past usually sported more recognizable products and bigger ad budgets. Continue reading »

Announcing the Official Relaunch of HCBHealth.com

Our clients receive transformative results. Our new online home shows how.

Over the last year, HCB Health has been evolving. We’ve refreshed our brand identity and moved our office into a new space.

We’ve transformed. With all of the change, our virtual home also needed a refresh. We turned to our own interactive team to develop a whole new experience that provides a fresh new take on what we do.

We’re proud to announce the launch of the new HCB Health website. From its bold design to its fluid navigation, it better reflects who we are and how we revolutionize our clients’ campaigns. Continue reading »

HCB Health Wins Seven Rx Club Awards

HCB Health won seven awards at this year’s Rx Club Exhibition and Awards Ceremony, an international competition recognizing creative excellence in medical advertising.

The VASER it Campaign Makes a Splash

We claimed top prize in the direct-to-consumer print category, winning a silver medal for “VASER it,” a campaign created for Sound Surgical Technologies’ VASER body shaping systems. The campaign also won an Award of Excellence in the Integrated Campaigns category, continuing a winning streak that began in April when “VASER it” received a MANNY award from the editors of Med Ad News for the best medical device campaign of 2011.
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FDA Guidelines in the Era of Social Media

What happens when the fast-paced world of social media collides with the careful guidelines of the FDA? Our own Joe Doyle weighs in on this complex problem in the latest issue of Pharmaceutical Commerce.

HCB Explains What Agencies Want

Our agency was featured in the November 2011 issue of Medical Marketing & Media. We’re featured in the first paragraph of “What Agencies Want,” while Doug Saltel, the president and CEO of our client, Edgemont Pharmaceuticals, was mentioned in the sister article “What Clients Want.” It’s a great double-whammy for HCB Health! Read more at MMM online.

A Five-Star Content Strategy for Medicare Plans

Have you updated your content strategy to reflect the latest changes in the Medicare world? Not only will leveraging your Medicare rating help you win over plugged-in seniors, but the 2010 federal health law tied the ratings to cash bonuses, too. Five-star-rated plans will also have the ability to enroll members year-round, while other plans abide by Medicare’s annual open enrollment period (Oct. 15 to Dec. 7 this year).

Medicare ratings measure how well health and prescription drug plans perform on more than 50 items, which are grouped in five different categories, such as customer service and cancer screening. The reviews are based on a five-star ratings system created to help seniors become better shoppers (PDF). Continue reading »