HealthLeaders Media Marketing Weekly - November 10, 2010 | Digital or Traditional, Campaign Messaging is Paramount
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Digital or Traditional, Campaign Messaging is Paramount
Marianne Aiello, for HealthLeaders Media
When discussing new tactics to reach healthcare consumers, it's easy to hone in on social media strategies and other digital platforms. I'm certainly guilty of it—13 of my columns this year involve online- and tech-related topics. But every now and then it's beneficial to remind ourselves that healthcare communications don't always have to involve a battery-operated device to be relevant and engaging.
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November 10, 2010 |
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Editor's Picks
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Physician Porsche Article Results in PR Disaster
The September issue of Christophorus, a magazine for Porsche enthusiasts, enraged some California physicians and hospital leaders this week because it features a nine-page glamour spread showing 10 blue-scrubbed physicians on staff at San Diego's Alvarado Hospital, all touting their expensive Porches, which sit glistening beside them in the hospital parking lot, HealthLeaders Media Senior Editor Cheryl Clark reports. Several physicians described the Alvarado physicians' involvement as "stupid," and "counterproductive to the move to repeal the [sustainable growth rate formula]," because they think it enhances the stereotype of the super rich doctor who can afford to buy $100,0000 cars, and couldn't care less what happens to the Medicare fee schedule. Physician and hospital owner Pedram Salimpour said the article was never intended as a commentary on any aspect of the healthcare profession, but one has to question the hospital's judgment to allow these doctors to participate. Be sure to read the comment section for some interesting discussion.
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Study finds Muslim women uncomfortable with U.S. doctors
American doctors' ignorance of Islamic beliefs and values could affect the physician patient-relationship with Muslim Americans, according to a study. USA Today reports that in focus groups of Muslim Americans, "women would say, 'I delay care because I can't find a provider that's of the same gender. They want me to put this gown on, but I'm uncomfortable,' " according to the study's lead author Aasim Padela, a Muslim emergency medicine doctor at the University of Michigan who is a visiting fellow at the Oxford Centre for Islamic Studies in London. This issue will only gain importance as the U.S. Muslim population of about seven million continues to grow. It is also a great reminder to consider a variety of cultures when crafting your patient satisfaction and experience strategy.
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The Viability of American Mobile Health
Health workers around the world are using mobile devices and wireless technologies to track infectious diseases, conduct research, treat patients, and bring access to modern healthcare to patients in developing nations, remote regions, and rural villages in ways never before possible, writes HealthLeaders Media Senior Technology Editor Gienna Shaw in her column, "Can U.S. Mobile Health Efforts Survive the Wonks and Skeptics?" But the U.S. isn't keeping up due to bureaucrats who won't invest in unproven programs, policy wonks who fret about lack of regulation, and a widespread skepticism and lack of understanding of the benefits of mHealth, according to an international panel of experts and government officials at the mHealth Summit in Washington, DC, this week.
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Campaign Spotlight
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Hospital Foundation Seeks to Bolster Donor Pride
Hoping to motivate its community to become more active in donating to its foundation, Welland Hospital this week launched an advertising campaign featuring patient experiences and how the hospital has affected patient lives. The Welland, Canada hospital, which is just over the New York border, is trying to raise $561,000 this year to buy new equipment. The ad campaign emphasizes how much equipment helps patients reach positive outcomes.
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Sponsored Headlines from IBM
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: For a business to stay competitive, it needs to be more productive and respond quicker to business opportunities. Watch this demo to see how IBM® WebSphere® Portal software enables you to connect your users with the right people, applications, and information—to drive business efficiency and success.
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: With so many insurance companies to choose from, how can you stand out from the rest? Watch this demo to see how one insurance company did just that. By using IBM® WebSphere® Portal and related Lotus® software, their customers can now learn about products, file claims and much more; while their agents have access to the tools and resources they need.
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: To stay competitive, leading healthcare providers focus more and more on their patients' needs. While many recognize the potential of IT to improve services, many struggle with driving new IT efficiencies. Read this paper to see how IBM® WebSphere® Portal software can help providers by offering a flexible and valuable long-term solution.
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: As competition in the retail banking industry intensifies, banks face many challenges—improving employer productivity, increasing customer satisfaction, and generating extra sales opportunities. Read this executive brief to see how IBM® WebSphere® Portal software can help.
: Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels—Web sites, mobile apps, online sales and customer service, and other smart touches—has often occurred in a piecemeal way. This has resulted in three potential mishaps.
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Calendar of Events
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Webcasts
December 13: Tactics to Measure Financial ROI for Marketing Efforts
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 |
Your Move:
Hospitals are Predicting, Adapting to Change
The business models that will emerge in the era of healthcare reform are still unclear, but leading hospitals and health systems are already positioning themselves to adapt when they do come into focus. They're taking the first steps toward becoming accountable care organizations even before anyone knows for sure what an ACO will look like—or even if they'll ever come to fruition. [Read More]
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| 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]
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Marketing Forum
3 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] |
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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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Intelligence Unit
