HealthLeaders Media Marketing Weekly- August 8, 2007 | A Matter of Life and Death
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A Matter of Life and Death
Gienna Shaw, for HealthLeaders News

In his new book on hospital and health system marketing, author Patrick T. Buckley writes of the similarities between marketing a healthcare organization and marketing a funeral home. "People don't typically spend a lot of time thinking about where they would like to be buried or which funeral home should handle the arrangements should they die tomorrow. Likewise, people don't always think about where they want to go if they have a heart attack or need to have hip replacement surgery," he writes. "However, when a person does have a health-related event that requires treatment, you definitely want your hospital to be at the top of his or her mind--and you want it to stay there." [Read More]
  August 8, 2007

Editor's Picks
Touting team docs: Personnel foul?
In marketing for orthopedics and sports medicine service lines, it's become almost common practice to promote affiliations with professional sports teams. But this article calls into question the ethics of ads that tout team physicians. "In 2004, after a spate of negative publicity, the NFL quietly enacted a policy that prohibits clubs from entering into marketing contracts with healthcare organizations that require the team to use doctors from the medical group," according to the article. "But the rules haven't stopped partnerships that continue to raise concerns." This article illustrates just how easy it is for a good marketing idea to go bad. [Read More]
Hospital wants you to eat its veggies
This is the second story I've seen about hospitals that hold farmers markets on their campuses. It's a great idea--it shows the hospital is committed to the community's health, it supports the local economy, it makes the work environment a little nicer for employees, and it creates positive buzz among staff, patients and visitors. This one also uses local, organic produce in its cafeteria and patient meals. [Read More]
Top blogs
There are so many media and marketing blogs out there that when AdAge tried to pick the best ones, they came up with something a mite more involved than a top 10 list. The AdAge Power 150 ranks the top media and marketing blogs based on Google PageRank, Bloglines subscribers, Technorati ranking, and "Todd points," assigned by the creator of the Power 150, marketing executive and blogger Todd Andrlik. In fact, Andrlik couldn't even contain himself to 150 media and marketing blogs--his current ranking includes more than 360. [Read More]
Listening to patients pays off
Want to really know what your patients and their families think about your organization? Follow the lead of hospitals across the country that have created advisory councils to help them with everything from making operational improvements to hiring new docs. In doing so, these hospitals can improve customer satisfaction, better respond to complaints and avoid costly malpractice litigation. Patient advisers "provide a vital perspective on the experience of care that administrators and providers simply don't have," Beverly H. Johnson, founder and chief executive of the nonprofit Institute for Family-Centered Care, told the paper. [Read More]
Campaign Spotlight
Nostalgic in New Jersey
Click to view PDF version.A nostalgic and memorable TV spot for Meridian Health, headquartered in Neptune, NJ, features the song "Lean on Me" paired with charming, candid images of patients and caregivers. The 949-bed, four-hospital system wanted to develop a multi-integrated campaign to promote its hospitals and reach out to the community. To execute this undertaking, Meridian joined forces with Storandt Pann Margolis of La Grange, IL.

The "Taking Care of New Jersey" campaign features real patients and their stories, chosen from key service lines. The campaign was designed for multiple media outlets including TV, radio, regional newspapers, magazine, outdoor, and online. The ads direct consumers to Meridian's microsite, where they can view video of patients talking about their experiences. Since the campaign launched, Meridian reports an increase in Web traffic. The campaign is scheduled to run through 2008.
[Read More]
Calendar of Events

9/14/07: The Future of Healthcare Marketing: Blogs, podcasts, and other new media
9/20/07: Execute Bold Marketing Campaigns: How to push the envelope, not buttons

10/3/07: SHSMD annual meeting, Washington, DC
10/11/07: HealthLeaders Media Top Leadership Teams, Chicago
11/9/07: HealthLeaders Media Marketing Awards, New York City
From HealthLeaders Magazine
Challenge in Carolina

Safety-net provider. Teaching institution. Testing ground for new technology. UNC Health Care is all of these things-welcome to life as an academic medical center. [Read More]
Marketing Forum

Seize Your One Chance To Make An Impression: You've got all of the advertisements in place. Direct mail pieces are ready to go out. Your hospital's new marketing plan is ready to go, but is your organization equipped to handle the swell of responses that your marketing may bring? You'd better hope so. [Read More]
Audio Feature

Tony Chen, director of new business development at Evanston (IL) Northwestern Healthcare, talks about the evolution and benefits of the healthcare blogosphere. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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