The Care Quality Commission has set out new ground rules for how National Health Service trusts must make improvements in preventing the spread of hospital superbugs in England. All hospital boards will have to sign a declaration in January saying whether or not they have met the various requirements on the U.K. Government's hygiene code. Trusts that are unable to comply to the new code face the risk of not meeting the standard for registration as an NHS provider. Without the registration, hospitals could lose a licence to treat patients and be forced to stop operating.
Kaiser Permanente premiered its fifth season of ads during the opening ceremonies of the 2008 Olympics with a message for the world: "Thrive."
Previously, the campaign's creative and messages focused on prevention, wellness, and "thriving" at every stage of life. The newest theme will be "Spread Health" and will highlight the work that the organization has done to spread health knowledge to the community.
"I think the best way to describe it as an extension of the campaign which has been underway for four years now," says Christine Paige, senior vice president of marketing and Internet services for Kaiser Permanente. "The campaign has focused on our approach to total health—this view takes it more into the community and the world."
The current campaign uses a multi-integrated approach featuring TV spots that premiered during the opening ceremonies for viewers in California, Oregon, Washington, Colorado, Georgia, and parts of Maryland, Virginia, the District of Columbia, and Hawaii.
Launching the TV spots during the start of the Olympics was a strategic move based on reaching Kaiser's target consumer. "People who are interested in health and the kind of message that we are trying to send are also interested in the Olympics," says Paige. "Plus August is always the time we launch campaigns, so timing-wise it also worked out well."
Kaiser also plans to explore non-traditional advertising approaches such as bus and train wraps, cinema spots, ads in public transit areas, and displays in gyms.
Overall, Paige says, the campaign has been a success since its rollout in 2004. "The campaign has performed beautifully for us," says Paige. "It has moved our perception indexes with both consumers and employer customers. And it's also been a tremendous hit internally and a motivator as well."
Kandace McLaughlin is an editor with HealthLeaders magazine. Send her Campaign Spotlight ideas at kmclaughlin@healthleadersmedia.com If you are a marketer submitting a campaign on behalf of your facility or client, please ensure you have permission before doing so.
Even though marketers say they value the consumer voice, brand feedback and "contact us," forms are rather unfriendly. They are one-dimensional and only allow for written comments. You never see a feedback form that allows customers to post links, photos, audio clips, or videos, for example. And in some categories, such as healthcare or pharmaceuticals, you are lucky if you even see a contact-us form.
Heath Ledger's death might turn out to have a silver lining for drug marketers, prompting the public to finally pay attention to drug safety efforts. Pharma marketers are launching a campaign to dissuade consumers—namely teenagers—from abusing over-the-counter and prescription medication.
There is likely no other form of marketing communications more compelling than word-of-mouth, the recommendation from a person you like and trust. It's no wonder that virtually every business-to-business marketer prizes it. But some businesses, especially on the B2B side, rely far too heavily on organic word-of-mouth strategies and, specifically, on acquiring new customers primarily through referrals, according to this article in Marketing Profs.
Blogger Keith Jennings notes that the Olympics has the torch relay, medal ceremonies backed by national anthems, and opening and closing ceremonies. Hamilton Medical Center, in Dalton GA, has the annual Love Light Tree during the winter holidays. The American Cancer Society has the "Relay for Life," he adds. Jennings then asks marketers what do you (or can you) offer that brings people together year after year that garners tremendous publicity and good will?