HealthLeaders Media Marketing Weekly - October 24, 2007 | They've Got Questions
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They've Got Questions
Gienna Shaw, for HealthLeaders News

It doesn't matter that your hospital has worked diligently to reduce infection rates or that your staff does everything right when it comes to patient safety, once the media gets hold of a story such as drug-resistant bacteria--superbugs that supposedly cause more deaths than AIDS--it's time to retool your communications strategy. When reporters trot out dramatic words and scary statistics, it raises all sorts of questions in the minds of the public--and your patients. [Read More]
  Oct. 24, 2007

 
Editor's Picks
Flabby ads
I'm a big fan of public service ads. Agencies do some of their best work in this genre, and I think hospital and health system marketers could take a cue from the often edgy, attention-grabbing creative. But a new government campaign aimed at obesity is coming under criticism for not being harsh enough--one critic went so far as to call the spots "namby-pamby." Harsh words, indeed. [Read More]
New rating system gives power to the patients
One of the nation's leading restaurant ranking systems is teaming up with one of the nation's largest insurers to rate doctors. Zagat Survey and WellPoint are creating an online survey program that will allow patients to rate doctors with a 30-point scale based on trust, communication, availability and office environment. WellPoint will make the program available to more than one million of its members by the end of March, and extend the survey to 35 million of its customers later. According to USA Today, the survey will require 10 responses before a result can be posted, and will omit such information as malpractice settlements and medical expertise. [Read More]
How to thrive in the graying market
A new paper from the nonprofit healthcare information company Healthwise explores the impact the boomer generation will have on healthcare. The clinics, hospitals, and health plans that respond to this generation will have the best chance to thrive in the marketplace, writes author and Healthwise VP Molly Mettler. With actionable advice, tools and rules about caring for boomers, this "gray paper" (get it?) is a must-read. [Read More]
Customers can bank on Humana
Humana and Republic Bancorp have partnered to offer a new Visa card that will make it easier for healthcare consumers to pay their bills--and cut down on the costly headache that can be collections. The HumanaAdvance card can be used only for healthcare expenses and carries an annual fee with zero-percent interest on purchases made at hospitals, clinics, doctor's offices, drugstores and other locations. [Read More]
Rankings: Does anyone care?
It's a hot debate right now among hospital and health system marketers: Do awards and rankings help differentiate a healthcare organization? This article questions whether a "best place to work" designation helps with recruiting and if it's worth the hundreds of hours that marketers spend annually filling out surveys to qualify for the lists. As with quality awards, opinions are mixed. [Read More]
Campaign Spotlight
Fitting in in Tennessee
Click to view PDF version.Set into the rolling mountainside of eastern Tennessee, a new addition to the Mountain States Health Alliance (MSHA) will be not only environmentally-friendly, but community-friendly, too. To involve the community in the new venture, MSHA sponsored a contest to name the facility, asking the community to suggest names that would reflect both its place in the environment and its place in the community. The contest was advertised in the local newspaper and the winning name was chosen from nearly 400 entries by a committee of medical and local professionals. [Read More]
Calendar of Events
Webcasts

11/15/07: Marketing to Women: Proven Techniques to Reach Key Healthcare Decision-Makers
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]
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

Marge Zimmermann, marketing and communications coordinator for OSF Saint Anthony Medical Center in Rockford, IL, discusses the marketing success she achieved with her Regarding Women & Healthcare publication. [Listen Now]
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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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