The News Chair
  1. Advertising Healthcare in the Digital Age

    March 7, 2018 by Sam Watermeier

    What is the first thing you do when you’re feeling under the weather? You probably hop on the internet to research your symptoms, right?

    These days, people do their homework before scheduling any kind of medical appointment. When they have a medical issue, they tend to start combating it online. In fact, one in every 20 searches on Google is healthcare-related, and those who are in-market for services tend to gather information on Google before taking any action.

    Cyberspace is the place to be when it comes to connecting with potential patients. Although you can certainly catch consumers’ eyes with billboards on the highway and ads in the local newspaper, you have an even better chance of grabbing their attention online.

    When we steer new healthcare clients toward digital advertising, they often worry about their companies getting lost in the clutter of online information. Are you hesitant to make the leap into the digital world? Let’s dive in together and look at the benefits of digital advertising. 

    The Measurability of Digital Advertising

    Traditional marketing methods, such as billboards or television commercials, don’t always produce tangible results.

    With digital advertising, you can access analytics that show you how ads are performing and what kind of progress you’re making. You can see …

    • The demographics you’re reaching
    • What time of day the ads are reaching the most people
    • How many users are clicking on the ads
    • The amount of conversions — the number of users taking actions to become patients (filling out contact forms, calling the medical office, scheduling appointments, etc.)
    • The cost per conversion 

    Here’s a sample of a report from our digital advertising strategist Christy Stewart that shows the positive results of the Facebook display ads and Google search ads we created for one of our healthcare clients.

    As you can see, this report shows a significant increase in conversions and website traffic coming directly from our digital advertising efforts.

    The measurability of digital advertising helps our healthcare clients refine their strategies, defend their marketing budgets and determine what is giving them the best return on investment.

    Standing Out in Cyberspace

    One of the main concerns we hear from healthcare companies is the worry that they will fail to stand out online. But with digital advertising, we can …

    • Target specific audiences
    • Zero in on your market by geographic location (a.k.a. “geotargeting”)
    • Reach the top of search listings
    • Turn off the ads that aren’t performing well to save room in the budget for the ads yielding positive results

    “It’s easy to be nimble with digital advertising. You can change your ads with the click of a mouse.” — Christy Stewart, Digital Advertising Strategist

    The bottom line is that when people are scrolling through content on their computers and smart phones, they’re frequently looking for a health organization like yours. All you have to do is put yourself out there for them to find. And after collaborating with several healthcare clients on digital advertising, we can assure you that this is one of the most effective ways to boost your business.

  2. Take Action for Your Health

    July 16, 2014 by Tiffany Whisner


    “I decided to have bariatric surgery because my quality of life was not what I wanted it to be. I couldn’t play with my kids the way I wanted to. I couldn’t be the mom to them I wanted to be.”


    That’s how Brandy Walters felt, a patient at the Bariatric Center at Columbus Regional Health. So she took action to improve her health. Brandy had gastric bypass surgery on September 22, 2009. Since then, she has lost 135 pounds.


    “I chose the Bariatric Center at Columbus Regional Health for my surgery because I really appreciated the staff they had working there. They care about their patients, and they really care about the success of their patients,” Brandy said.


    Coles worked with the Bariatric Center to find local patients in the community who are now able to participate in a physical activity that was difficult to do before bariatric surgery.


    The “Now, I Can” campaign helps communicate to potential patients that quality-of-life issues are the best reasons to have bariatric surgery. The Bariatric Center identified Brandy as a patient who was compliant and had success with the bariatric surgery program, using the surgery as a tool to get healthy but also continuing with exercise and a healthy diet after the surgery.


    Once Brandy was chosen to be featured in the marketing campaign, the Coles team contacted her and wrote a testimonial about her journey. Along with before and after photos, Coles integrated the campaign with video, print ads, online banner ads and billboards.


    From Hope, Ind., Brandy chose a local park to do the video and photo shoot, where she could be active with her kids and show off what she had accomplished after the surgery.


    “The Bariatric Center picked Brandy because of her personality and dedication to staying healthy, conveying all the great aspects of the bariatric program,” said Coles’ Vice President Public Relations Chris Mercier. “Not only has she kept the weight off, but she’s volunteered her time with the Bariatric Center Advisory Council and is even heading up an exercise program focused on bariatric patients who may be training for a 5K, half marathon or marathon.”


    Now — after bariatric surgery — Brandy herself competes in races and also coaches her sons’ little league and soccer teams.


    “But more importantly, now I have energy, joy, dreams coming true and memories being made,” Brandy said. “I am more active and involved in the lives of my children, husband, family and friends than I’ve ever been before.”


    Click here to see Brandy’s video testimonial, produced by the Coles team. The “Now, I Can” campaign has also grown organically, with many successful bariatric patients posting what they “now can” do on the Center’s Facebook page.

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  3. Discover Better Healthcare

    October 23, 2013 by Tiffany Whisner


    The Affordable Care Act (ACA) is the biggest change to healthcare in decades. It makes sure more Americans can get health insurance and stay healthy. There are lots of new benefits, but with those come lots of new questions.


    Coles client Managed Health Services (MHS) is offering a line of products branded as Ambetter from MHS as part of Indiana’s health insurance marketplace. The marketplace, or health exchange, offers consumers a place to shop, compare and select an affordable health plan.


    Ambetter continues the MHS mission of transforming the health of the community. It delivers local, helpful and affordable healthcare with MHS members in mind. Coles is working with MHS to market its Ambetter product through a variety of mediums, including online and traditional advertising, billboards, social media outreach and media relations.


    “We have been serving Hoosiers for nearly two decades by offering a large network of skilled healthcare providers who deliver the highest quality and care to our members,” said MHS President and CEO Patrick Rooney. “Our marketplace product Ambetter will be the best choice for affordable healthcare.”


    Enrolling in Ambetter is simple. There are four steps to buying a healthcare plan:

    1. Enter your information online or over the phone. You can also submit your application by mail.
    2. Compare plans. If you are eligible for an Insurance Marketplace product, you will get a list of options.
    3. Choose your plan. Choose and buy a healthcare plan that is right for you and your family.
    4. Start coverage. Your coverage may begin as soon as January 2014.


    Enroll in an Ambetter health plan today. Call 1-877-687-1182 to get started. Learn more about Ambetter from MHS here.


    MHS is your resource for all questions about the Affordable Care Act. Visit for your guide to the new healthcare laws!