HealthLeaders Media Marketing Weekly- August 1, 2007 | Content Matters
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Content Matters
Gienna Shaw, for HealthLeaders News

When you think of using the Web to promote your healthcare organization, what comes to mind? Pay-per-click ads and search engine optimization? A Web site that looks good and is easy to navigate? Increasingly, healthcare organizations are casting their nets a little wider, adding blogs, podcasts, virtual nurseries, clinical wizards, microsites and a bevy of other innovative tools to their sites. And marketers are discovering that these gadgets aren't just nice extras. [Read More]
  August 1, 2007

Editor's Picks
Border strategies
Most hospital marking directors aren't up nights worrying about the business they're losing to medical tourism. Frankly, they have a lot more to worry about from the competitor down the street. In North Texas, medical tourist destinations aren't exactly down the street, but they are just over the border. Two North Texas-based hospital chains, Christus Health of Irving and International Hospital Corp. of Dallas, decided to do something about it. New facilities in border towns could be a harbinger of the future of international competition--U.S.-style quality at relatively low Mexican prices. [Read More]
Take a page from the pharma playbook
This article focuses on pharmaceutical awareness campaigns, designed to educate consumers about diseases and conditions such as chronic fatigue syndrome. But there's information in the article that's pertinent to hospital and health system marketing and PR professionals, too. It explains how to use research to pinpoint exactly what message will resonate with your target audience, for example, and how to connect with family "health champions" who will help spread your message. [Read More]
There's no news like good news
The best thing about this story is the headline: "Four area hospitals believe in St. Vincent's enough to change names." Somewhere in Birmingham, AL, a marketing team is jumping for joy not only because the headline puts such a positive spin on the story, but also because the word "merger" and the phrase "because of continuing operational losses" don't make an appearance until the seventh paragraph of the article. [Read More]
Online hotspots
We've all heard the Pew Internet and American Life Project's statistic that more than 80 percent of consumers look online for health information. It's powerful evidence of the rise in consumerism in healthcare that everybody's always talking about. It's also a golden opportunity for healthcare providers who want to reach that large audience. But where exactly are these consumers looking? This article outlines the online ventures that are lining up to take a piece of WebMD's business. [Read More]
Campaign Spotlight
Birth of a superhero at Liberty Hospital
Click to view PDF version.At Liberty (MO) Hospital, heroes are the men and women who do everything from delivering babies to saving patients from heart attacks. Though Liberty has served the area for more than 30 years, research showed that the community wasn't fully aware of what it had to offer. To better stand out, Liberty Hospital turned to the Kuhn & Wittenborn agency of Kansas City, MO, to help find a creative way to increase awareness of the hospital's services.

Bursting with Lichtenstein influence, each ad shows a cartoon superhero next to a photograph of a real Liberty Hospital employee. The graphics are bold and strong and the colors vibrant. The strong illustrations play up the strength of the professionals--that's the idea that first sparked the hero concept.
[Read More]
Calendar of Events

8/6/07: HCAHPS: Marketing Disaster or Marketing Tool?

9/14/07: The Future of Healthcare Marketing: Blogs, podcasts, and other new media


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

Video Provides Keen Insight Into Customer Engagement: Video analytics offer hospitals valuable and untapped tools for developing insights into the patient experience, says contributor Ron Halverson, PhD.
[Read More]
Audio Feature

Zani Weber, coach for the Gulf Breeze, FL-based consulting firm The Studer Group, talks about how positive HCAHPS scores can help keep a hospital's reputation and brand intact. [Listen Now]
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