HealthLeaders Media Marketing Weekly- September 5, 2007 | The Quality Question
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The Quality Question
Gienna Shaw, for HealthLeaders News

This past week I spent some time judging campaign submissions for the HealthLeaders Media Marketing Awards. I was excited to see what hospitals all over the country are doing to promote their organizations in today's competitive marketplace. I was especially interested in campaigns positioning hospitals on quality. It's a difficult tactic to execute--not only is it complex, but every other hospital in your market is trying to do it, too. [Read More]
  Sept. 5, 2007

Editor's Picks
Nice press if you can get it
Last week I linked to a story that showed just how badly things can go wrong in the local press when you try to promote your quality rankings. Here's an example of what good press coverage of quality rankings looks like. The article also talks about how hot orthopedics is in Florida right now. "Patients now call up to schedule their joint replacement surgery for six months down the road, planning to have it done here when they are in Southwest Florida in the winter, to recover in the warmer climate," according to the Naples Daily News. [Read More]
Ratings that rankle
More news in the ranking wars--this time between doctors and insurance companies. In response to last year's controversial decision by some major health insurers to rate and rank doctors based on several criteria, the Harris County (TX) Medical Society has launched a survey that allows doctors to publicize their opinions of insurance companies. [Read More]
Where have all the customers gone?
This Houston Chronicle article details where patients are going for care: Asia for coronary treatments and orthopedic surgery. Brazil and Costa Rica for cosmetic surgery. Mexico for dental work. Other locales, including Panama and the Dominican Republic, are ramping up efforts to get a piece of the growing medical tourism market. The article cites industry estimates that more than 1 million patients worldwide, including at least 150,000 Americans, crossed international borders to spend $60 billion on healthcare last year. [Read More]
Campaign Spotlight
Documentary Focuses On Employees
Click to view PDF version.New York City's Humble Films Inc., specializes in documentary-style filming, offering its clients a unique and cost-effective approach to advertising. "It's a less expensive way to advertise. A [traditional] campaign can cost four or five times as much," says Tony Benjamin, president and creative director of Humble Films. Lawrence & Memorial Hospital in New London, CT, used the technique for their recent campaign. The hospital shot footage of interviews with hospital staff and patients to create videos and other advertising materials. "It is four hectic days but it's really rewarding," says Peter Manley, director of marketing at the 280-bed hospital. [Read More]
Calendar of Events

9/14/07: The Future of Healthcare Marketing: Blogs, Podcasts, and Other New Media
9/20/07: Push the Envelope, Not Buttons: Execute Bold Marketing Campaigns
10/18/07: Alternatives to ROI: The Many Ways To Measure Healthcare Marketing Returns

10/3/07: SHSMD annual meeting, Washington, DC
10/11/07: HealthLeaders Media Top Leadership Teams, Chicago
10/21/07: Healthcare Strategy Institute, Hospital & Physician Relations: An Executive Summit, Phoenix, AZ
11/9/07: HealthLeaders Media Marketing Awards, New York City
From HealthLeaders Magazine
What All Great Hospitals Do

Think you're headed for the top floor? Are you sure? [Read More]
Marketing Forum

Hospitals Can't Advertise As They Please: Contributor Anthony Cirillo outlines why healthcare marketing is very different than traditional advertising in other industries. [Read More]
Audio Feature

Preston Gee, senior managing director with Phase 2 Consulting, says that retail health clinics are a harbinger of what lies on the healthcare horizon.. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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