HealthLeaders Media Marketing Weekly - August 11, 2010 | Sifting Through the Static to Find the True Campaign Message
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Sifting Through the Static to Find the True Campaign Message
Marianne Aiello, for HealthLeaders Media

One of the hardest parts of any healthcare marketing campaign is whittling down countless suggestions and ideas from several hospital stakeholders to create one solid, all-encompassing message. Marketers at Children's Hospital of Illinois recently faced that challenge when crafting a campaign to promote their new facility. But hospital marketers sifted through the information, honed in on the key points, and created a streamlined campaign. [Read More]
  August 11, 2010

 


Editor's Picks
It's simple: Increase efficiency; see more patients
Carilion Roanoke (VA) Memorial Hospital retooled its stroke program and launched a subsequent awareness campaign, according to The Roanoke Times. In one year, the hospital has halved the time it takes to get a stroke patient in for a CT scan. This increased efficiency means they can see more patients—stroke discharges increased to 80 patients for June 2010, up from 43 patients in June 2009. So the hospital launched an integrated ad campaign in December to teach the community about stroke symptoms, and has also increased its educational efforts to its employees. [Read More]
Texas Health Resources triples ad spend
Texas Health Resources accounted for about half of non-profit ad spending in the Dallas-Fort Worth area last year. The Arlington, TX-based system, which is the largest in North Texas, tripled its advertising spending from 2008 to 2009 with the launch of its rebranding campaign, Steve Hanson, senior vice president for growth and development at Texas Health, told The Dallas Morning News. In 2009, hospitals spent $20.4 million on advertising in Dallas-Fort Worth, up 5% from $19.3 million in 2008, according to VMS, a New York-based media intelligence company. [Read More]
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If you want even better insight into what your peers are doing as healthcare experiences seismic changes, this is an opportunity you can't afford to pass up. The HealthLeaders Media Council is comprised of the nation's leading healthcare executives who collectively provide the most unbiased industry intelligence available. As a HealthLeaders reader, we invite you to qualify to become a member by completing a brief survey.
Join fellow Council members to:
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Campaign Spotlight
Top-Ranked Heart Center Increases Preference
Even consistently top-ranked healthcare organizations need to advertise. St. Vincent Heart Center of Indiana recently launched a multimedia campaign to make sure its community knew HealthGrades ranked it the number one heart program in the state for the fifth year in a row. The effort was a continuation of the previous year's effort to attract more patients from the 45-county central Indiana region. [Read More]
Sponsored Headlines from IBM
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IBM Study: Leveraging the Value of Portal Solutions: The IDC recently did a study comparing the total cost of ownership of in-house portal development with that of portals developed with IBM® WebSphere® Portal.

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From HealthLeaders Magazine
Nursing's Growing Role
The new focus is on nurse-led care delivery systems and harnessing the economic power of nursing. [Read More]
Service Line Management
Creating Stroke Systems of Care
If U.S. healthcare is headed toward a model that eliminates fragmentation and emphasizes continuity and cooperation, stroke care may be leading the way and making a difference in patients' lives. [Read More]
Marketing Forum

Three E-mail Marketing Success Stories: Email marketing is often seen as another method of advertising, but to truly gauge the value of email for an organization we must look to its ultimate goal: communication. Organizations need to share information both internally and externally. Proper internal communication allows more efficient operations, higher morale, and promotion of internal initiatives. Externally, ideal communication can be used to establish a strong brand image, ultimately creating meaningful relationships with all stakeholders. [Read More]
Audio Feature
Why Patient Experience Should Drive CEO Decision-Making:
If a hospital is to become patient-centric, the CEO has to have patient experience at the top of his or her list of concerns, says Gary Adamson, chief executive officer of Starizon Studio. The CEO is the only person in the organization who can span across all the department silos and drive a well-thought out orchestrated patient experience, he says. [Listen Now]
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