HealthLeaders Media Marketing Weekly - September 8, 2010 | Rush University Medical Center Lets Its Doctors Do The Talking
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Rush University Medical Center Lets Its Doctors Do The Talking
Marianne Aiello, for HealthLeaders Media

Last month I wrote about how ABC reality series Boston Med enhanced the reputations of three Massachusetts hospitals by allowing physicians to speak off the cuff. But if your organization doesn't have a reality show in its future, you can still garner similar publicity by allowing your doctors' and staff's personality to shine through your advertising. Rush University Medical Center did just that with its "Rush Stories" campaign. [Read More]
  September 8, 2010

 


Editor's Picks
Executives Gone Wild: Paying the Price for Personal Conduct
If nothing else, my colleague John Commin's latest column, "Executives Gone Wild: Paying the Price for Personal Conduct," should serve as a reminder to marketers everywhere that public relations crises are unavoidable—and often unexplainable. From being accused of fraud to getting arrested in a prostitution bust, top leaders have been caught making some pretty bad decisions recently. "The public expects buffoonery from politicians but not from healthcare professionals," Commins writes. "Doctors, nurses, technicians, hospital executives are all generally held to higher standards in the communities they serve. And the vast majorities of these professionals deserve and protect that higher status with exemplary personal and professional conduct. That's why headlines about executives gone wild garner so much attention." [Read More]
Consumer Reports launches first installment of doctor ratings
The Consumer Reports Health Ratings Center has launched its first doctor ratings based on a new collaboration with The Society of Thoracic Surgeons (STS), publishing a list of fifty top-rated heart bypass surgical groups in the United States. Consumer Reports Health collaborated with STS to publish its patient satisfaction ratings of 221 U.S. surgical groups that perform standard heart bypass operations, known as coronary artery bypass grafting. The ratings are based on 11 standardized measures in four categories. The surgeon ratings, plus advice about treating heart disease, are available in the October Consumer Reports and online. Since launching in 2008, the Consumer Reports Health Ratings Center has rated more than 3,000 hospitals, as well as prescription drugs, prior to adding the new doctor ratings feature. [Read More]
See You in Chicago for SHSMD 2010
I'm attending the Society for Healthcare Strategy and Market Development annual conference in Chicago next week and I'm looking forward to seeing many of you there. I will be live tweeting from sessions at @HLMmarketing and writing more in-depth blog posts on the MarketShare blog. Please be sure to say hi if you see me wandering the exhibit hall—I'll likely be toting a MacBook and clutching a coffee. [Read More]
Campaign Spotlight
Redesign Transforms Website from 'Cluttered' to 'Crisp'
St. Joseph Hospital's website was jam-packed with information, such as department phone numbers and press releases. However, an evaluation found that for users to find the information they were looking for, they would have to commit a good deal of time to dig through the poor site organization. So hospital marketers decided to redesign the site so that patients and staff could easily find information and so they could confidently direct consumers online in ad copy. [Read More]
Sponsored Headlines from IBM
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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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.

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.

Calendar of Events
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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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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