HealthLeaders Media Marketing Weekly - October 31, 2007 | Please Release Me View as a Webpage | Subscribe for Free Please Release Me Gienna Shaw, for HealthLeaders News For many hospitals, the lowly press release must bear a yeoman's load: It is, after all, a fast and inexpensive way to get the word out to the community about everything your hospital is up to, from community health fairs to your physicians' latest accomplishments. Unfortunately, many hospitals don't do it well. Ever since my first job as a reporter, writing obituaries and the police log for my hometown paper, I've been getting pitches from public relations professionals. I might not be an expert in PR, but I can give healthcare marketers a few lessons learned. [Read More]   Oct. 31, 2007 Editor's Picks Avoid e-mail deletes Aside from not using words reporters can't understand, this article offers several actionable tips on how to send e-mails that will get better open rates. For starters, send the e-mails to people who actually want to get them, the article advises. [Read More] One last tip I'm not sure there's anyone out there that would take PR lessons from FEMA, but just in case, here's one last piece of advice: Don't hold fake press conferences. [Read More] How WebMD does TV If you skim through the interesting but overly long history of healthcare marketing at the top of this story, there's a reward at the end: A Q&A session on WebMD's television advertising strategy with some good advice for hospital and health system marketers. There's this advice, for example, on targeting the all-important female: "She handles these decisions for herself, the kids, the husband, and the parents. She lives online and she wants reliable information, not a sales pitch." [Read More] Consider casting Britney, not Martha Speaking of marketing to women, there may be a backlash growing about one niche group--the supermom. For marketers, this means real moms are sick of seeing TV moms who seem perfect, and long for a more realistic image: a wild-eyed mother wallowing in burger wrappers. [Read More] Tell me a story And be sure to make it consistent and authentic. When it comes to marketing your business in a powerful and meaningful way, writes Inc. columnist Michele Miller, give serious thought to that which makes you stand out in a way no one else can--your brand story. You may have the greatest company in the world. But if you don't know how to convey that to customers, you may as well not exist. [Read More] Reaching out to Clevelanders Nationally (and internationally) The Cleveland Clinic has a great reputation, right? Now it seems the organization is trying to earn respect a little closer to home. It turns out even the big guys have to deal with community relations and public perception at the local level. [Read More] Campaign Spotlight Spirited Event a Real Treat More than 300 guests attended the annual Hearts for Hope Halloween Bash, an annual costume gala held each year to raise money for Advocate Hope Children's Hospital in Oak Lawn, IL. "It was a great time. More than 80 percent of the attendees dressed in costume. There were prizes for the most creatively dressed participants. Overall, we surpassed our goal and it was a success," says Eric Schmidt, director of development for Advocate. This year's bash benefited the construction of a new Ronald McDonald House near the facility. [Read More] Calendar of Events Webcasts 11/15/07: Marketing to Women: Proven Techniques to Reach Key Healthcare Decision-Makers 12/11/07: Marketing Orthopedics: Strategies for service line campaigns Conferences 11/9/07: HealthLeaders Media Marketing Awards, New York City 4/6/08: National Forum on Customer Based Marketing Strategies, Phoenix From HealthLeaders Magazine Will There Be Enough Doctors? With a multitude of baby boom physicians nearing retirement and an aging U.S. population needing ever more care, how bad will the physician shortage really get-and what can you do about it? [Read More] Don't Call It a Cell Phone The Great Disclosure Debate A Dream Deferral Qualify for a FREE Subscription Marketing Forum Finding Information and Market Planning: Healthcare is a burgeoning IT playground, and yet it can still be a struggle to get such basic information as the number of procedures performed by a particular physician and patients outcomes. Enter the healthcare marketing information system. [Read More] Audio Feature Barbara Bellman, healthcare marketing consultant and president of 3-Legged Stool, shares strategies for how healthcare facilities have successfully targeted the key female demographic. Bellman will be a panelist on the upcoming Webcast Marketing to Women: Proven techniques to reach key healthcare decision-makers. [Listen Now] Sponsor HealthLeaders Media Marketing Weekly Contact Lisa Brown, Director of Integrated Sales, at lbrown@healthleadersmedia.com or call 781.639.1872. Marketing Resources From HealthLeaders Media Find out how to reach the most important niche in healthcare marketing. Discover how hospital marketing differs from other industries. Find tools to help track returns on healthcare marketing efforts. Learn how best-practice organizations are increasing physician referrals. Get a behind-the-scenes look at today's hottest hospital campaigns.

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