HealthLeaders Media Marketing Weekly - July 16, 2008 | A Different View of Healthcare Marketing View as a Webpage | Subscribe for Free
A Different View
of Healthcare Marketing

Gienna Shaw, for HealthLeaders News

I hear it all the time from healthcare marketers and experts alike: hospitals and health systems should look to other industries for marketing and advertising ideas. But are healthcare marketers too entrenched in the "this-is-the-way-we've-always-done-it mentality"? [Read More]
  July 16, 2008

 
Editor's Picks
Secrets of sales success
Speaking of learning from those outside of healthcare . . . I know that many in healthcare marketers don't like to think of what they do as "sales." But if you're ready to look at things in a new light, consider starting with this column by business author and speaker Harvey Mackay. He outlines 12 secrets to sales success, such as position yourself as a consultant, a principle that more and more healthcare marketers are starting to embrace. [Read More]
Measuring the measurers
A new study says it's not just access to detailed data and discipline that helps marketers to measure ROI. It takes money, too. The study found that most marketers (75%) are making progress in diverse areas of marketing ROI and measurement capabilities, but many continue to struggle with some basic measurements required for managing and improve marketing's contribution to business objectives. [Read More]
Boomers: More complex than you think
Every hospital's success, in some respect or another, relies on its ability to pull in the baby boomer demographic. But how much do you know about boomers, really? This article has the lowdown on five things you may not have known. The writer says that marketers can't squash boomers into one demographic. There are actually two—boomers born between '46 and '54, and those born between '55 and '64. Both groups have separate needs and values and should be targeted accordingly. Also, one-third of boomers—25 million of 'em—head single-income households, but can still deliver the same amount of revenue to retailers. Boomers also listen to the radio more than any other demographic. [Read More]
 
Campaign Spotlight
All Aboard! Transit Advertising
Click to view larger version.
Lost for ideas on where to target your audience? With gas prices and public transportation numbers at a high, why not look to transit advertising? Bayshore Community Health Services in Holmdel, NJ, is one facility that has recently decided to launch a transit-based strategy that has resulted in increased community awareness and local train station domination. [Read More]
 
Calendar of Events
Webcasts
7/24/08: Marketing to Boomers: Strategies to Build Loyalty Now

9/9/08: Marketing Obstetrics: Strategies for Service Line Campaigns
Conferences
10/15/08: HealthLeaders Media Marketing Awards, Chicago

10/16/08: HealthLeaders Media Top Leadership Teams, Chicago
From HealthLeaders Magazine
The Hospital
of the Future



Sure, your organization offers sophisticated, compassionate care. But the patients of tomorrow will want much more than that. [Read More]
 
Marketing Forum

Ten Qualities of Leading Women's Hospitals: The strategic and economic rationale to maintain a strong relationship with female patients is well documented. Now healthcare organizations are renewing their focus in this area, developing new women's hospitals and expanding existing facilities, says contributor Mark Dubow. [Read More]
 
Audio Features

Learn how and why a Chicago hospital abandoned one service line to focus on another that would attract a lucrative boomer market. Valerie Culver, now Chief Marketing and Business Development Officer for Vista Health System in Waukegan, IL, talks about her experience at Weiss Memorial Hospital in Chicago. [Listen Now]
Tom Campbell, Director of Marketing and Public Relations at Deborah Heart and Lung Center in Browns Mills, NJ, discusses how the hospital's partnership with a nationally-known celebrity chef helps attract baby boomers. [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

Don't neglect one of your most important customer groups: Learn about marketing to boomers.
Harness of the power of your brand: Download a free sample chapter now.
Inspiration, education, and a celebration: Bring your team to the 2008 HealthLeaders Media Marketing Awards.
Learn how leading organizations educate healthcare consumers about cost-effective, quality care.
Are you making the most of your call center? Turn those calls into customers.
Creative healthcare marketing campaigns, now in full-color: Download a free sample issue of the totally redesigned Healthcare Advertising Review.
 
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