HealthLeaders Media Marketing Weekly - March 10, 2010 | Lessons in Patient Experience from 'The Office' View as a Webpage | Subscribe for Free
Lessons in Patient Experience from 'The Office'
Marianne Aiello, for HealthLeaders Media

If we've learned anything from E.R. and Grey's Anatomy, it's that fictional television shows often take great liberty when portraying healthcare organizations. But that doesn't mean we can't learn from them. A good portion of a recent episode of The Office takes place in a hospital maternity ward, and it gives some valid insights into how the general public views the hospital experience—and how we can improve it. [Read More]
  March 3, 2010

 

Editor's Picks
Nonprofit health brands rank high in trust, according to study
Healthcare brands are among the most trusted, according to EquiTrend, Harris Interactive's study that measures brand equity among 1,151 brands across 42 categories. A portion of this study focuses on charitable nonprofit brands, and many of the most trusted nonprofits also achieve the highest overall brand equity scores in the 2010 EquiTrend study. For example, among all brands in the study, St. Jude's Research Hospital and Susan G. Komen for the Cure both ranked among the top 10 on the trust attribute. Looking only at nonprofits, St. Jude's Research Hospital, Susan G. Komen for the Cure, and Doctors without Borders were in the top 10. New to the study this year and in the top 10 are Mayo Clinic and Cleveland Clinic. Nonprofits to which respondents indicate they are most likely to donate include Susan G. Komen for the Cure, American Cancer Society, and St. Jude's Research Hospital. [Read More]
Calling all hypochondriacs: WebMD launches social network
WebMD has launched WebMD Health Exchange, a new health social networking platform. According to the company, WebMD Health Exchange will enable third-party sponsors to create branded exchanges and host consumer discussions on specific health and wellness topics. The platform gives consumers the ability to connect with world-class health experts and other WebMD members to exchange real experiences, discuss personal challenges, and receive direct answers and support. WebMD Health Exchange is being integrated throughout each of the core content areas of WebMD.com. In addition to expert-led communities, members are empowered to create their own communities and to exchange information with other users. Communities can be created for public access, allowing them to be searchable on WebMD and the Internet. Users can also create invitation-only private communities. [Read More]
Snowmageddon Firings Cause Controversy for DC Hospital Marketers at a Washington DC hospital are going through a crash-course in crisis PR. Washington Hospital Center fired 15 nurses and at least six other staffers for staying home and not going to work in blizzards that pulverized much of the metro area on two occasions last month, dropping more than 40 inches of snow. One local resident?President Obama?dubbed the conditions "Snowmaggedon." Despite the conditions, "We don't shut down?and we need everybody. Nurses are essential," says So Young Pak, spokeswoman for the hospital. Pak says a "small number" of people who were terminated demonstrated a "disregard for the well-being of our patients and community we serve." Some of the fired nurses notified the hospital they weren't going to work even before "the first snowflakes fell," Pak says. However, the local nurses union and the American Nurses Association disagree with the hospital's decision. [Read More]
 
Campaign Spotlight
Cheery Campaign Makes Consumers Take Notice
Click to view larger version.

"Just in case you actually do shop 'til you drop," read a Southwest General banner hanging above a mall food court last Christmas. The ad was part of a jovial campaign the Middleburg Heights, OH, hospital created to grab consumers' attention and gain market share from strong competitors, such as Cleveland Clinic and University Hospitals. The effort won the hospital a silver award in the integrated category at the 2009 HealthLeaders Media Marketing Awards. [Read More]
 
Calendar of Events
Webcasts

March 31: Beyond ROI: Prove the Success of Your Marketing Efforts

March 30: Cancer Service Line Success: Better Coordination, Better Outcomes

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

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From HealthLeaders Magazine
Beyond Meaningful Use
Technology can help the healthcare industry achieve better outcomes and cost savings, but only if providers incorporate decision-support tools and a coordinated approach to delivering care. [Read More]
 
Service Line Management
Imaging After the Recession
After freezing capital spending during the recession, hospitals are investing in imaging again. But reimbursement cuts and reform have changed the focus of the service line. [Read More]
 
Marketing Forum

Social Marketing Helps Translate AHRQ Research Into Practice: The federal Agency for Healthcare Quality and Research has expanded its portfolio of work to include comparative effectiveness research and health information technology. Along with traditional and new media outreach, AHRQ uses social marketing techniques to identify and address the needs of targeted audiences, including clinicians, hospitals, pharmacists, healthcare purchasers, public policy decision-makers and patients. [Read More]
 
Audio Feature
The Right Way to Connect with Members Online:
John Bahl, head of member and consumer online strategy and operations at Aetna, discusses the health insurer's redesigned Web site and how it's bringing many unique users to the site. [Listen Now]
 
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