Posted on June 1, 2011
Fire yourself. Then rehire yourself on the same day. Approach
your job as if it were your first day, and ask a lot of
What would you do differently? Are there processes that could be
improved? How could you make your job more enjoyable? Are there
are keeping you from being productive or efficient?
Whether you've been in a position for 20 years or two, it's easy
to become comfortable in your role. But with that comfort comes
keep you looking only in one direction. Stepping outside of your
comfort zone allows you to see your job from all sides.
You'll also get a fresh view of those around you. Would you keep
the same employees? Is there someone you haven't noticed who is
diligently doing her job well? Is there another person who's
really vocal, but not producing as well as you thought?
You may be surprised at what you've been missing and how easy it
could be to make a change-or changes-that will have a major impact
for you and your employer.
The "fire yourself" technique also can work for your personal
life. Are there things you can change to be a better parent or
friend? Are you a clear communicator? How can you make life more
enjoyable for yourself and others?
But don't just be a casual observer. Take what you've learned
and act on it. Whether it's in your career or your personal life,
you'll be amazed at how even the smallest change can make a big
Posted on June 7, 2011
Summer tourist season is prime time to market your urgent care
and ER services. Think about all of the accidents, illnesses, and
other mishaps summer can deliver. Bug bites, sun burns, rashes,
swimmer's ear, tumbles off of bikes and playgrounds, burns from
campfires and fireworks-the list goes on and on.
Be strategic. Think about the areas most frequented by these
potential patients and get your name out there. Consider the
• Campgrounds. Most have "tourist centers,"
where campers register for campsites and ask about area events and
places of interest. Get simple brochures or two-side cards right in
front of them. Include only the necessary information for a quick
read-hours open, phone numbers, addresses, etc.
• Parks and beaches. Go guerrilla. Get college
or high school kids to walk around and hand out "quick info" cards.
Snag some inexpensive water bottles-or Frisbees-printed with your
logo and ER and Urgent Care hours/phone numbers. Look at all
possible areas your information can be placed.
• Parades and summer festivals. Make a parade
float and have someone toss out small first aid kits with your
ER/urgent care info included. Have the kits available at First Aid
stations and at festival tables.
Take a different approach to reach your seasonal residents-your
• Put door knob hangers on their front doors offering a free
first aid kit they can pick up from your urgent care center-or put
the kit right inside a bag to hang on the door handle.
• Send a "welcome back" postcard with a refrigerator magnet that
has urgent care hours, address, phone number.
Summer visitors could be family and friends of your year-round
residents. If you've taken good care of them, those year-rounders
will look at
your hospital with a renewed sense of pride to have such a great
health care resource right at home.
Posted on June 14, 2011
By: Lisa Schneider, Creative Director
Legato Marketing & Communications
Make it look and sound like everyone else. Show a line-up of
doctors, close-ups of sweet little babies and proud parents, and a
visual tour of technology. Always include these
words-compassionate, caring, focused on your needs, experienced
doctors, close to home, state-of-the-art technology, and advanced
Consumers already expect your healthcare organization to have
these qualities. Tell them something more. Show them something
unexpected. Take cues from advertising outside of the healthcare
- Pay attention to the TV and radio spots you like and the
outdoor and print advertising that grabs you. Then consider how you
could use the creative techniques in your own advertising.
- Don't look only to advertising for inspiration. Art museums,
architecture, nature-nearly everything around you is a source of
inspiration. Look at colors, textures, shapes. What brings out
emotion, is pleasing to look at, makes you feel calm and relaxed?
You may find a new logo color, a new icon shape, or even a
different tone for your copy to evoke the feelings you want.
- People watch. Observe what they are reading, buying, looking
at, and doing. You may find an activity that works well in a TV
spot. Or how to advertise to specific age groups, depending on the
activities they are doing.
- Place advertising in unexpected places. Have removable stickers
printed that can be placed on employee cars. Be creative, and brief
with message. Example: CARe to know. XYZ Hospital.
Following the pack just makes you one more healthcare
organization. To stand out, put aside your fear to do something
Embrace it. A campaign that is fresh, and outside of the usual
healthcare advertising is hard to ignore.
Posted on June 28, 2011
By: Lisa Schneider, Creative Director Legato
Marketing & Communications
If you're sitting under the radar, marketing isn't the career
for you. Marketing professionals are hired to give recommendations
that will move a company forward. Whether it takes a budge or a
barge, something-or someone-has to give it a push. It should be
If you are just one in the "popular" crowd, what value do you
bring to your organization? If you don't express your opinion,
eventually, no one will ask you. Mainly because people will think
you don't have one. Good-bye credibility-and effectiveness.
It's important to listen to what others have to say, but you
don't have to agree. However, if you really do believe the group is
right, say so. But back it up with why. The same is true for
disagreement. Always have strong reasoning for your opinions.
Keep them listening. Management frequently hears what's wrong
with how the organization is being run. Pat them on the back by
pointing out what is working well, then add how management's great
idea can be furthered for even more impact. Consider key decision
makers your target audience. How can you best communicate your
message so they will be interested in your product (your idea).
Don't be afraid to challenge top management. Even if you aren't
telling them what they want to hear, they will respect you for
speaking up. More important, you'll respect yourself.