Monthly Archives: April 2010

“We’re number 18!” Do rankings matter?

Posted on April 26, 2010 by Kirk

I recently saw an outdoor board in another city touting a local hospital’s heart program as one of the 100 best in the nation. 100? Cleverly, I deduced there are 99 better ones. When my kids were visiting colleges, I … Continue reading →

Posted in advertising, book reviews, brand essence, education, health care | Comments Off

Target and the naming-rights curse

Posted on April 14, 2010 by Kirk

As Target was preparing to attach its name to the new Minnesota Twins’ ballpark, Star Tribune reporter, Jackie Crosby asked, “Is Target courting calamity?” Good question. Arena-naming deals have a history of being harbingers of corporate failure. As a marketing … Continue reading →

Posted in event marketing, identity, promotion | Comments Off

How health-care reform will change hospital marketing

Posted on April 7, 2010 by Kirk

After months of political wrangling, the health-care reform bill is now law. What does it mean for hospital marketing? Here are some predictions: 1) It is generally held that prevention and wellness initiatives will reduce health-care costs over time. More … Continue reading →

Posted in cause marketing, health care, interactive marketing, promotion, public relations | 3 Comments