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.
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August 11, 2010 |
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Editor's Picks
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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]
Join the HealthLeaders Media Coincil
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:
- Share your knowledge of the industry by contributing to brief online surveys
- Access survey results and research reports in advance
- Pose questions to solicit colleagues' opinions on your organization's most pressing challenges
- Receive quarterly HealthLeaders Media Webcasts ($1,500 annual value) as a thank you for your participation on the Council
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Campaign Spotlight
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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] |
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Sponsored Headlines from IBM
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Mayo Clinic radiology process transformation: Mayo Clinic transforms the way it processes and interprets medical imaging results to enable more accurate detection.
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Best practices in complex patient care decisioning: From clinical alert notification and clinical trial management to staff scheduling and claim processing, providers are transforming core processes through intelligent decisioning.
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Smarter healthcare virtual scenario: Access the smarter healthcare virtual scenario to see first-hand how process improvement can lead to new, enhanced levels of healthcare delivery.
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Providing better healthcare through smarter collaboration: Read this brief to see how smarter collaboration can streamline processes, improve communication and deliver outstanding customer service.
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Drive better business outcomes through Web portals: Your Web presence may be the only way customers and partners get work done. You need to make those interactions count.
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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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Calendar of Events
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Webcasts
On Demand: Marketing to Physicians: Increase Sales Success Through Measurement and Tracking
On Demand: Five Proven Steps to Improve Patient Satisfaction Scores
On Demand: 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
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Stay Connected to Marketing Weekly
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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]
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| 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]
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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] |
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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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