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Reaching the Real Referral Decision Makers

HealthLeaders Media Marketing Weekly - August 25, 2010 | Reaching the Real Referral Decision Makers
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Reaching the Real Referral Decision Makers
Marianne Aiello, for HealthLeaders Media

After consumer marketing, cultivating lasting relationships with physicians is considered to be a hospital marketer's greatest task. But often the decision about where to refer a patient is not made by the doctor alone—and sometimes the doctor isn't even involved at all. With this in mind, Kindred Healthcare created a strategic marketing effort that targets the entire patient care team. [Read More]
  August 25, 2010

 


Editor's Picks
Multimedia ER wait time postings on the rise
An increasing number of hospitals are offering emergency room wait times online and via smartphone applications, according to The Washington Post. But, the article points out, these marketing tactics are aimed at less urgent patients and not true emergencies, which would automatically be bumped to the front of the line anyway. "If you're in a car accident, you're not going to flip open your iPhone and see what the wait times are," Dr. Sandra Schneider, president-elect of the American College of Emergency Physicians, told The Post. However, online wait times are expected to continue to increase as newly insured patients require medical care. [Read More]
Report predicts huge gains in social network marketing spending
U.S. advertisers will spend $1.68 billion on social networking in 2010, a more than 20% increase from 2009, predicts eMarketer. Spending in 2011 will increase to more than $2 billion. eMarketer forecasts that Facebook will garner half of social network ad spending in the United States. Although spending on Twitter will be low this year, eMarketer predicts it could skyrocket in 2011 if the microblogging platform can show that its ad model is effective. The firm also predicts that 2011 will be a big year for spending on social gaming. [Read More]
Join the HealthLeaders Media Council
If you want even better insight into what your peers are doing as healthcare experiences seismic changes, this is an opportunity you can't afford to pass up. The HealthLeaders Media Council is comprised of the nation's leading healthcare executives who collectively provide the most unbiased industry intelligence available. As a HealthLeaders reader, we invite you to qualify to become a member by completing a brief survey.
Join fellow Council members to:
  • Share your knowledge of the industry by contributing to brief online surveys
  • Access survey results and research reports in advance
  • Pose questions to solicit colleagues' opinions on your organization's most pressing challenges
  • Receive quarterly HealthLeaders Media Webcasts ($1,500 annual value) as a thank you for your participation on the Council
  • [Read More]
Campaign Spotlight
Digital Mammography Campaign Clears Competition
Firelands Regional Medical Center was the first healthcare provider in its northern Ohio service area to provide full-field digital mammography. That distinction ended in summer 2009, when a local multi-specialty physician group also began offering the service. Firelands Regional marketers quickly crafted an integrated marketing campaign to secure their position as the leading organization for digital mammography. [Read More]
Sponsored Headlines from IBM
Mayo Clinic radiology process transformation: Mayo Clinic transforms the way it processes and interprets medical imaging results to enable more accurate detection.

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Smarter healthcare virtual scenario: Access the smarter healthcare virtual scenario to see first-hand how process improvement can lead to new, enhanced levels of healthcare delivery.

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Drive better business outcomes through Web portals: Your Web presence may be the only way customers and partners get work done. You need to make those interactions count.

IBM Study: Leveraging the Value of Portal Solutions: The IDC recently did a study comparing the total cost of ownership of in-house portal development with that of portals developed with IBM® WebSphere® Portal.

Calendar of Events
Webcasts

On Demand: Marketing to Physicians: Increase Sales Success Through Measurement and Tracking

On Demand: Five Proven Steps to Improve Patient Satisfaction Scores

On Demand: Beyond ROI: Prove the Success of Your Marketing Efforts

On Demand: Cancer Service Line Success: Better Coordination, Better Outcomes

On Demand: Marketing Oncology: Service Line Strategies for Marketers

On Demand: Strategic Marketing Lessons from Other Industries: 5 Innovative Ideas That Work

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From HealthLeaders Magazine
Beyond Going Green
Expectations for environmental sustainability and stewardship are growing as healthcare leaders face heightened scrutiny from government and community. [Read More]
Service Line Management
Creating Stroke Systems of Care
If U.S. healthcare is headed toward a model that eliminates fragmentation and emphasizes continuity and cooperation, stroke care may be leading the way and making a difference in patients' lives. [Read More]
Marketing Forum

Three E-mail Marketing Success Stories: Email marketing is often seen as another method of advertising, but to truly gauge the value of email for an organization we must look to its ultimate goal: communication. Organizations need to share information both internally and externally. Proper internal communication allows more efficient operations, higher morale, and promotion of internal initiatives. Externally, ideal communication can be used to establish a strong brand image, ultimately creating meaningful relationships with all stakeholders. [Read More]
Audio Feature
Why Patient Experience Should Drive CEO Decision-Making:
If a hospital is to become patient-centric, the CEO has to have patient experience at the top of his or her list of concerns, says Gary Adamson, chief executive officer of Starizon Studio. The CEO is the only person in the organization who can span across all the department silos and drive a well-thought out orchestrated patient experience, he says. [Listen Now]
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