GeigerBevolo Inc. 

Chris Bevolo will moderate “The Patient Centered Experience – Improving the Care Model” as part of the LifeScience Alley Annual Conference & Expo on Dec. 10, 2008 at the Minnesota Convention Center. The session will be held 2:15-3:45 p.m. as part of the conference’s “Innovation in Patient Care” track.

As the owner and president of GeigerBevolo, Inc., a Twin Cities firm nationally recognized as a thought-leader in healthcare branding, Bevolo believes healthcare providers need to move to a more consumer-centered approach to thrive in a changing market. He explains, “Market forces such as consumer-driven healthcare, increased competition and a new breed of industry influencers are combining to force healthcare providers to rethink their business models and redefine the marketing and branding strategies that allow them to compete.”

Bevolo moderates a panel of experts who will discuss innovative methods ranging from Web-based tools to provider-side approaches design to improve the patient experience and outcome. The panelists include David Herman, M.D., medical director of employee and community healthcare for the Mayo Clinic, and Marcia Miller, chief marketing officer for Carol, The Care Marketplace.

Conference keynote speakers will include Dr. Paul Keckley, executive director of the Deloitte Center for Health Solutions in Washington, D.C. and Dr. Peter Agre, professor and director at Johns Hopkins Malaria Research Institute, Bloomberg School of Public Health, and winner of the 2003 Nobel Prize in Chemistry.

Bevolo also has been a keynote speaker and a featured presenter on the topics of branding, innovation and the patient experience at healthcare conferences throughout the country. He is a returning speaker to LifeScience Alley Annual Conference & Expo. Based on last year’s figures, the conference is expected to draw together 1,500 life science leaders from 25 states and a dozen countries. Learn more at www.lifesciencealleyconference.org.

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On June 20, Foote Health System of Jackson, Mich., became Allegiance Health. Behind the scenes, GeigerBevolo worked extensively with the organization to develop this new brand identity.

GeigerBevolo began name exploration and logo development more than a year ago, in anticipation of the organization’s 90th anniversary. GeigerBevolo also helped develop a brand hierarchy and nomenclature system that emphasized simplicity and a patient-perspective across the system’s many facility sites, clinics and services.

A locally owned and locally governed health system, Allegiance Health serves the south central Michigan region near Lansing. Its 411-bed system features a full range of inpatient and outpatient services, state-of-the-art surgery facilities, a 20-bed Heart Center, an outpatient surgery center for same-day procedures, a new hospice residence and recently renovated Emergency Department.

To ensure consist application of the organization’s new name and identity, GeigerBevolo helped create an online guide for brand standards. The healthcare branding firm also designed many of Allegiance Health’s communications elements such as stationery, brochures, newsletters, vehicle graphics, building signage and a new Web site.

Special care was given to announcing the new brand identity to the community. A teaser and reveal campaign was used to help build excitement for both internal and external audiences, followed by a public campaign paying tribute to the heritage of the organization. Campaign components included television, print and radio advertising, a video program, a community benefit report, and more. To view the new Web site and video, please visit www.allegiancehealth.org.

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Of all media outlets, I would expect Fast Company to get it. But alas, their latest issue features a cover story about ad agency Crispin Porter + Bogusky and its new client, Microsoft, with the headline, “Can this dude make Microsoft cool?” (referring to agency head Alex Bogusky). The article focuses on how one of the hottest ad agencies around will strive to save Microsoft with a new ad campaign launching this summer. To that I say, the best of luck. The problem, of course, is that advertising doesn’t make the brand; it’s the other way around.

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I’ve been a gamer for as long as I can remember. I clearly recall the night my father brought home Pong and hooked it up to a tiny black & white television set. At the time (circa 1980), we lived a tiny rented farmhouse with no cable and limited network reception. This device finally gave our TV a purpose. My brother and I sat in front of that thing for hours whacking a giant pixel back and forth — ahhhh, memories. Little did I know, this new medium would become a vehicle for exposing me to targeted messaging from companies I actually cared about. I certainly had no idea it would become a venue for receiving personal healthcare advice. (more…)

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How many times have you tweeted for your organization today? Once? Twice? Not at all? I’m going to go out on a limb and bet 99.9 percent of healthcare marketers have not tweeted for their organization… ever. Do you know what it means to tweet? No? Could I squeeze more questions in one paragraph? Maybe.

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Last week I attended the “Power of Impressions,” a terrific conference sponsored by the Beryl Institute. The majority of the participants were marketing leaders from healthcare provider organizations around the country, and one of the hot topics was the publishing of the HCAHPS results by the Centers for Medicare & Medicaid Services (CMS).

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In the past we’ve used scientific studies comparing consumer preferences for Coke and Pepsi to show the impact of branding (see the post “Brains and branding”). Now a new study featuring consumers’ preference for wine makes the same case (and one that would be more fun to recreate at home, I would imagine). (more…)

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In this 17-minute podcast, GBi discusses the future of brand advertising in healthcare. (more…)

 

 Podcast: The future of brand advertising in healthcare [17:34m]: Play Now | Play in Popup | Download (121)

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Chris Bevolo, partner and director of client strategy at healthcare branding firm GeigerBevolo, Inc., will speak at the 2008 New Business Summit addressing design, advertising, interactive, and public relations firms. The three-day summit is hosted by ReCourses, Inc., which is led by management consultant David C. Baker.

Held Feb. 6-8, 2008 in Nashville, this is the Summit’s fifth year offering a mix of presentations, hands-on exploration, exercises and roundtables on positioning, marketing, and selling. Bevolo will share his experiences and advice on developing a thought leadership position that cultivates client relationships.

GeigerBevolo has gained a national reputation as thought leaders in healthcare branding. Supporting this position, Bevolo has published a number of articles and papers, served as a judge in local and regional design and marketing competitions, and has been a frequent presenter and featured conference speaker on the topics of innovation, patient experience, branding, strategic design and positioning.

Most recently, Bevolo spoke at the annual marketing mini-conference for Benedictine Health System of Duluth, Minn.; at the Illinois Society of Healthcare Marketing and Public Relations’ annual conference; and at the Forum for Healthcare Strategists’ national conference.

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Chris Bevolo presents the opening seminar at the annual marketing mini-conference for Benedictine Health System of Duluth, Minn. Bevolo begins the Nov. 8th agenda with a thought-provoking look at alternative audiences in healthcare. Healthcare marketing leaders focus primarily on two audiences — physicians and consumers — who represent the core decision-makers for how and where a patient receives care. Today, however, new audiences are emerging with the potential to disrupt this traditional approach. (more…)

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