HealthLeaders Media Marketing Weekly - January 27, 2010 | The State of Healthcare Marketing ROI
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The State of Healthcare Marketing ROI
Gienna Shaw, for HealthLeaders News

When healthcare marketers talk about measuring the success of their campaigns, they tend to lump all measurement under the heading ROI. I do it, too, by the way. We lump under the heading of ROI the number of hits on a Web site, the number of physicians who stop you in the hall to tell you they liked your most recent campaign, the number of people who attended the opening of a new hospital. But that's not really ROI. [Read More]
  January 27, 2010

 

Editor's Picks
Survey: Missing the Point on Social Media
This is one of those studies that, on the face of it, seems like bad news: Nine in 10 hospitals use social media to some degree, but most of them say they're having little luck attracting new patients with it. According to the Greystone.Net survey of 100 healthcare marketers, 92% said they originally got involved with social media to attract new patients. But only 12.5% said they had had some success. Why is that good news? Because (hopefully) it means most marketers have figured out that social media isn't about increasing volume—it's about building relationships. [Read More]
How Sweet is This?
The new healing garden at Billings (MT) Clinic may soon boast a unique perennial—a namesake rose. The future Billings Clinic rose is a gift from John Greensitt, a Billings patient, who runs Nostell Priory Rose Gardens, one of the largest rose wholesalers in England. Read the article by HealthLeaders Media's Marianne Aiello, who is our resident expert on flower-related healthcare stories, to find out what the clinic did to impress the green-thumbed Greensitt. [Read More]
Experiencing Art—and Cost Savings, Too
Art—from puppet heads and dioramas to an iPod Shuffle loaded with memories of the Big Band era—has the power to sooth a child's fears, bring a smile to an aging man's face, and transform the healthcare experience, writes HealthLeaders Media Editor Cheryl Clark. It can also reduce costs and improve HCAHPS scores, according to the story. [Read More]
Fundraising Campaign Gets Results
Mayo Clinic announced it raised $1.35 billion in its first sustained philanthropy campaign. Mayo raised the amount in five years instead of the seven years initially set for the campaign, and exceeded its target of $1.25 billion. The campaign started in 2005 after Mayo trustees asked executives to step up efforts to solicit donations from benefactors and former patients to help fund ongoing patient care, research, and education, according to the Minneapolis Star Tribune. [Read More]
Campaign Spotlight
Build It, Advertise it, and They Will Come
Click to view larger version.
When North Oaks Health System added seven new clinics over the past few years, leaders there quickly realized there was a problem?the number of employed physicians was rising, but the number of patients weren't. Patient services were expanding rapidly, but many clinics were not able to meet their budgeted revenue. So North Oaks launched a print campaign to educate consumers on all the new clinic locations and unify all clinics under the corporate brand. The effort won the Hammond, LA, health system a silver award in the service line category at the 2009 HealthLeaders Media Marketing Awards. [Read More]
Calendar of Events
Webcasts

On Demand: 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

Conferences:
2/28/10-3/2/10: Physician Strategies Summit, Scottsdale, AZ

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From HealthLeaders Magazine
Five Strategies that Prove Healthcare is Still a Growth Industry
Here is a review of growth opportunities that will increase revenue, decrease costs, or enhance services in the areas of leadership, finance, physicians, technology, health plans, quality, and outcomes. [Read More]
Service Line Management
The Sports Center
Famous athletes and big sports programs may be the public face of sports medicine, but at its core are local communities and, increasingly, the unconventional athlete. [Read More]
Marketing Forum

Medical Center Uses Web Questions to Connect Experts with Patients: Sixty-one percent of American adults look online for health information, according to a 2009 report by the Pew Internet & American Life Project. The office of communications and public affairs at the University of Maryland Medical Center in Baltimore has taken an innovative approach to the familiar "Ask the Expert" tool that is considerably different from that of most hospitals. In 2009, UMMC received nearly 9,000 questions from site visitors worldwide. [Read More]
Audio Features

Jim Orchison, director of network design and programs for Blue Shield of California, talks about the insurer's new Patient Ally portal. [Listen Now]
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