South Florida Hospital News
Saturday August 8, 2020

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December 2011 - Volume 8 - Issue 6


Make A Resolution For Strategic Marketing In The New Year

As you look forward to a new year, ask yourself: Did your public image improve in 2011? Were you better connected to current and prospective patients and doctors? Even if you answered yes to both questions, you cannot ride on your success. If you lost ground, you have double the work to do.
This past year was filled with scandals, protests, a budget crisis in Washington and an even bigger economic crisis in Europe. We’re entering a presidential election year. Is your hospital or practice ready for tumultuous times in 2012?
More than ever, you need to be engaged in public relations to keep or boost your ties to the South Florida community and your online reputation. If your hospital or practice simply reacts to what happens, you could face a loss of respect and trust. Here are my recommendations for a more prosperous year:
Get involved. Everyone in your organization should be taking a leadership role in a local networking, professional or charitable group. In these uncertain times, patients turn to individuals they know and trust. People will respect you for what you do, not what you say. I sit on the board of Florida Children’s First and Margaux’ Miracle; Don Silver of our firm is a vice president of NAIOP, the most influential commercial real estate organization in South Florida. In all, our firm belongs to more than a dozen business and charitable groups and we have active roles in all of them.
Get local. Google is changing the rules – again – of how it presents search results. The new emphasis: Google Places, listings based on local geography. Search on “physician Fort Lauderdale” and the first page of results will have a map with letters that match the physicians listed near the top.
Get social. Facebook is for your friends, right? Wrong. Now, search engines count the number of likes on your organization’s page.
Be prepared for pressure. What do Herman Cain, Penn State University and Rupert Murdoch have in common? They have faced serious ethics allegations. The charges came fast and furious, and from all directions. They were in the newspapers, on TV and all over the Internet. You need a plan in place to respond to any whiff of crisis or scandal that might somehow affect your hospital or practice, even if your organization had no prior knowledge. You must protect your reputation.
Julie Talenfeld is president of Boardroom Communications. For more information, visit
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