HealthLeaders Media Marketing Weekly - January 6, 2010 | Amidst Upheaval, Marketers Must Retain Focus on the Patient in 2010
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Amidst Upheaval, Marketers Must
Retain Focus on the Patient in 2010

Gienna Shaw, for HealthLeaders News

One week in, 2010 already promises to be a year of upheaval and change, as patients become more engaged and empowered, as we inch closer to a healthcare reform bill, as marketers struggle to understand and harness the power of emerging technologies and learn new ways to communicate, and as the shortage of healthcare workers shifts from "looming" to "right now." Here are some thoughts on the challenging year that lies ahead for healthcare marketing leaders. [Read More]
  January 6, 2010


Editor's Picks
Another Hospital With a Corporate Sponsored ER
The $403 million All Children's Hospital complex in St. Petersburg, FL, will open on January 9, the culmination of a major construction project that began in May 2005. The 10-story, pediatric specialty hospital is the central focus of the complex, which also includes a seven-story outpatient care center, a 700-space parking garage, and a central energy plant designed to keep the hospital fully functional for up to three weeks during a disaster or power interruption. Virtually all of the hospital's 259 licensed beds will be in individual rooms. The facility also includes a branded "Walmart & Sam's Club Emergency Center," which was made possible by a $5 million pledge from 10,000 Walmart, Sam's Club, Super Center, and Distribution Center employees in west central Florida. Hope that effort fares better than Nationwide Children's Hospital's Abercrombie & Fitch trauma center. [Read More]
Too Busy to Discharge? Try a Virtual Nurse
A virtual nurse named Elizabeth is helping nurses and patients during the discharge process. Elizabeth is a computer-animated character created from combining the facial expressions and gestures of doctors and nurses videotaped by Timothy Bickmore, a computer scientist at Northeastern University in Boston. Elizabeth tries to help patients understand discharge information. With Bickmore's system, when a patient is ready for discharge a touch-screen computer can be wheeled to the bedside. All of the patient's discharge information is pre-programmed, so Elizabeth can help the patient answer any questions or concerns he/she might have. It will be interesting to see how patients react to having a human-like machine help with the discharge process—especially the people you always seem to get behind in the self-checkout line at the grocery store. You know the ones I mean. [Read More]
Disaster Management in 140 Characters or Less
Most hospital marketers are familiar with the many healthcare-related Twitter functions—tweeting surgeries, posting health tips, attracting brand advocates, etc. But now some organizations are beginning to use the micro-blogging site to aid in disaster management. Disaster management seems to be a natural extension of Twitter for hospital safety officers and emergency management coordinators, says HCPro's Scott Wallask. For example, Scott & White Hospital in Temple, TX, revved up its existing Twitter presence with useful updates after the nearby Fort Hood, TX shootings. Also, Sts. Mary & Elizabeth Hospital in Louisville, KY, used Twitter to keep the public and employees up-to-date on evacuated patients and building conditions after it experienced terrible flooding in August. If you're not doing something like this at your organization, it may be a great opportunity for some interdepartmental collaboration. [Read More]
Breakthroughs: Aligning Hospitals and Physicians Toward Value
The current relationship between hospitals and physicians has been built around rewarding for volume of services and not quality. That model is breaking down as reformers in Washington have hospital and physician inefficiency in their sights, with Medicare pushing toward value-based purchasing and experimenting with a payment system that rewards a system of coordinated care. In this HealthLeaders Media Breakthroughs report that you can download for free, four leading hospital systems—Gundersen Lutheran Health System, Sanford Health-MeritCare, SSM Health Care, and Virginia Mason Medical Center—share the lessons they have learned about adding quality to healthcare. [Read More]
Campaign Spotlight
USC Hospitals' Campaign 'Fights On'
Click to view larger version.
The latest branding campaign for two University of Southern California (USC) hospitals evokes passionate determination by using the school's athletic rallying cry: "Fight On." Marketers hope the campaign will boost awareness and preference for University Hospital and USC Norris Cancer Hospital, two private hospitals USC acquired from Tenet Health in April. The campaign launched in Los Angeles on January 6. [Read More]
Calendar of Events

January 25, 2010: Marketing Oncology: Service Line Strategies for Marketers

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

On Demand: Marketing Cardiology: Service Line Strategies for Marketers

On Demand: Marketing to Physicians: Build Relationships to Increase Referrals

Sponsored Headline
One kid, 3 ER admissions, 12 back-end systems. One eHealth ecoSystem. Learn how MEDSEEK is improving the patient experience.
From HealthLeaders Magazine
20 People Who Make Healthcare Better
The very essence of healthcare is to make a difference for good. In our annual HealthLeaders 20, we offer profiles of some who are doing just that. [Read More]
Service Line Management
Emerging Service Lines
Hospitals that lead the way in emerging service lines may find themselves positioned to be market leaders in the future. Here's a look at which services are emerging and why. [Read More]
Marketing Forum

Physician Relations: Four Attention-Grabbing Messages: Cultivating a meaningful rapport with physicians can be difficult, especially because docs can be so hard to pin down. But that didn't stop Geoff Kaufmann, CEO of The North Central Blood Services Region of the American Red Cross, according to this HealthLeaders magazine article. [Read More]
Audio Features

Diane Stover of Memorial Hospital and Health System in South Bend, IN, talks about how healthcare organizations can benefit from conducting "innovisits" with companies in other industries. [Listen Now]
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