HealthLeaders Media Marketing Weekly - November 28, 2007 | When Marketers Dream
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When Marketers Dream
Gienna Shaw, for HealthLeaders News

There were some results from the 2007 HealthLeaders Media Annual Marketing Professionals Survey that didn't surprise me. About half of the nearly 500 respondents, for example, said the number of marketing employees in their healthcare organization and their budgets have grown in the past five years and will continue to grow in the next five years. That confirms what most industry observers say, that there's a growing emphasis on marketing in hospitals and health systems. But the responses to one survey question suggest healthcare marketers are worried it could all fall apart tomorrow. [Read More]
  Nov. 28, 2007

Editor's Picks
View from the field rep
Physician sales reps who foray into the field know that they are fighting drug sales reps for doctors' precious time. This article details a year in the life of a psychiatrist who was wined, dined, pampered, and paid to give talks to other doctors about an antidepressant. Fair warning: it's really long and, from the point of view of the poor hospital-based field rep, it's really depressing. [Read More]
Reaching out to diverse groups
There's an interesting poll up on the marketing page at Fast Company. The question: Should companies market to racial demographics? At this writing, the yeses are in the lead and there are a handful of comments from respondents. "For those of us in healthcare, deciding whether we should market based upon racial demographics is simple. The answer is a resounding YES," writes one marketing director. "Years of collected data indicate that some racial and ethnic populations are more at risk for debilitating disease than others. Targeting our healthcare messages to those groups is more than just good business--it's a moral responsibility." [Read More]
The reluctant niche
Hospitals seeking to reach out to diverse consumer groups, including illegal immigrants--both to fulfill their mission and increase volume--will find the results of one recent study disheartening. Turns out illegal immigrants are 50 percent less likely than U.S.-born Latinos to use hospital emergency rooms in California. What does it mean? That marketers must work even harder to reach out to these and other difficult-to-reach groups. And that means more than printing your brochures in both English and Spanish or advertising your hospital on the local Spanish cable station. [Read More]
Narrative of a narrative
As a writer, I'm a big believer in the power of a good story. I know many hospital and health system marketing and advertising professionals share my opinion that story-telling is an effective way to market a service that, with few exceptions, nobody wants to use. Jerald Winakur's essay in the journal Health Affairs tells the story of how he wrote a powerful and popular essay about caring for his aging father. It's a great lesson not only in how and why narratives work to move audiences to action, but how to write them, as well. [Read More]
Campaign Spotlight
A Peppering of Donations
Click to view PDF version.With a $50 million donation, one restaurant chain has made fundraising history--and will help St. Jude Children's Research Hospital build a new facility. Part of the large donation came from Chili's Create-A-Pepper and Donate Profits Day campaigns, events that allow restaurant patrons to donate money to color pictures of the restaurant's signature pepper. The chain also donated one day's profits to the hospital. These efforts are part of Chili's 10-year plan to donate $50 million to the construction project and also represent the largest contribution ever made to St. Jude from a single corporate donor. [Read More]
Calendar of Events

12/11/07: Marketing Orthopedics: Strategies for Service Line Campaigns
1/16/08: HCAHPS for Marketers: Manage Information Not Crises
1/17/08: Posting Quality Data: How Your Hospital Can Make Transparency Work

4/6/08: National Forum on Customer Based Marketing Strategies, Phoenix
From HealthLeaders Magazine
20 People Who Make Healthcare Better

Who is finding innovative solutions to healthcare's myriad problems? Who is showing courage in the face of daunting challenges? In short, who is genuinely making a difference? The HealthLeaders 20 offers a snapshot of people from multiple corners of the industry who have made healthcare better in ways both large and small. [Read More]
Marketing Forum

HCAHPS: Gung Ho or Ho Hum? As public reporting for HCAHPS approaches, preparation levels vary among marketers in the healthcare industry. [Read More]
Audio Feature

Mary Kate Scott, healthcare strategy consultant and author of the recently published Health Care in the Express Lane: Retail Clinics go Mainstream, discusses the growing number of hospitals that are adding convenience care to their service offering. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

Contact Lisa Brown, Director of Integrated Sales, at or call 781.639.1872.
Marketing Resources From HealthLeaders Media

The tools you need to market your hospital, all in one place: The Complete Guide to Hospital Marketing.
Step-by-step instructions to track returns on healthcare marketing efforts.
Case studies and best practices for marketing to physicians.
Winners of the 2007 HealthLeaders Media Marketing awards talk shop.
Grow one of the hottest service lines in healthcare: orthopedics.
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