HealthLeaders Media Marketing Weekly - March 31, 2010 | Patient Outreach Starts Earlier Than You Think View as a Webpage | Subscribe for Free
Patient Outreach Starts Earlier Than You Think
Marianne Aiello, for HealthLeaders Media

When does patient outreach truly begin? I've been pondering this question since interviewing Jeff Miller, assistant vice president of marketing at MedStar Health, for a future HealthLeaders magazine story. He described a targeted direct mail campaign the Columbia, MD–based eight-hospital system used to reach out to locals who had had some sort of experience with the organization—attended an info session, visited a hospitalized family member, or requested a referral—but have never been treated there. This got me thinking about a particular prominent Boston hospital I've visited for various reasons and the elements that stand out in my mind the most. [Read More]
  March 31, 2010

 

Editor's Picks
Quilters design free, full-coverage hospital gowns
Hospital gowns that give patients fuller coverage would probably bump any hospital's satisfaction scores up a notch or two. Well, thanks to some charitable quilters in Westerville, OH, you can get your hands on the patern for the modesty-preserving gown for free. Joan Hawley, the owner of Lazy Girl Designs, a quilt and handbag design company she runs with her husband, got the pattern from a design by fellow quilters who had made a customized hospital gown for a friend with leukemia. Since they began offering the pattern online in 2005, it has been downloaded more than 46,000 times, and hundreds of paper patterns have been delivered, all at no cost. What a way to improve the bottom line. [Read More]
Behaviorally targeted ads generate more revenue, according to study
In 2009, behaviorally targeted advertising secured an average of 2.68 times as much revenue per ad as non-targeted "run of network" advertising, according to a study from the Network Advertising Initiative. Based on data from 12 major ad networks, the study also found that behaviorally targeted advertising is more than twice as effective at converting users who click on the ads into buyers (6.8% conversion versus 2.8% for run-of-network ads). Behaviorally targeted ads accounted for 17.9% of respondents' advertising revenue, with revenue increasing from 16.2% in Q1 to 19.4% in Q4 2009. [Read More]
Branded profiles increase social media users' intent to purchase
Branded profiles increase intent to purchase, especially when consumers can become fans of brands and add brand logos to their personal profile page, according to social media research by Psychster, a Seattle-based research firm. It found that corporate profiles on social networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not. Sponsored content ads, in which individuals viewed a page that was "brought to you by" a leading brand, were the most engaging but produced the least purchase intent. Newsletters and banner ads were most likely to be seen as advertisements but banner ads increased the likelihood someone would recommend the brand to a friend. [Read More]
 
Campaign Spotlight
Health Plan Campaign Assures Consumers
Click to view larger version.
When Providence Health Plan conducted market research on its awareness campaign a few years ago, it found that although 80% of survey respondents were aware of the campaign, one-third had no opinion of it. So the Beaverton, OR–based health plan marketers decided its next campaign would go beyond awareness-only messaging to drive enrollment by creating an emotional connection with the audience. The effort won the health plan a 2009 HealthLeaders Media Marketing Award. [Read More]
 
Calendar of Events
Webcasts

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

On Demand: 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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Marketing Forum

Missing the Mark-eting: Marketing in healthcare, and in particular within a highly specialized medical practice, can be somewhat of a crapshoot. Determining what is effective and what is a waste of your valuable time and money can be difficult to discern. However, with a little determination?and a plan?healthcare leaders can greatly improve their message and the degree to which they reach those who need to know about your services.[Read More]
 
Audio Feature
How Engaged Employees Can Benefit Patient Experience:
Kris Baird, president of Baird Consulting, explains how having engaged employees can benefit the patient experience and ultimately improve a hospital's the bottom line. [Listen Now]
 
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