HealthLeaders Media Marketing Weekly- September 19, 2007 | Service at the Touch of a Button
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Service at the Touch of a Button
Gienna Shaw, for HealthLeaders News

The future, my friend, is in kiosks. No more waiting in line to register at the ER--patients can check themselves in with the swipe of an insurance card. Baby boomers with creaky joints can print out a brochure on the hospital's top-rated orthopedic program. Press the red button to get a two-for-one coupon on total joint replacement surgery! Is there anything that kiosks can't do? You wouldn't know it from reading articles like this one, but self-service computers aren't the ultimate customer service solution they're cracked up to be. [Read More]
  Sept. 19, 2007

Editor's Picks
Hospital marketing a delicate balance
A hometown newspaper in Sioux Falls, SD, does a pretty good job of explaining the pros and cons of non-profit hospital and health system marketing and advertising--the obligation to serve the public by informing people about health issues and available services versus turning off people who think money spent on ads could be better spent elsewhere. But it's the reader comments on this story that speak loudest. "They are hiking medical care costs to pay for expansion and advertising. At the same time they are putting less into forgiveness and making sure everyone can have access to care," says one. "Instead the money is blown on advertising, spas and golf domes." [Read More]
Marketing award winners announced
HealthLeaders Media announced the winners of its first-ever marketing contest this week (full disclosure: I was one of the judges). Grouped into categories including best branding campaign, best direct-to-consumer campaign, and best campaign marketing to physicians, the winners will be announced at an awards ceremony in New York City in November. Submissions were judged on overall look and quality, creativity and how well they conveyed their intended message. In recognition of the importance of results in healthcare marketing, how well the campaigns met their intended objectives counted for 25 percent of the total score. [Read More]
Cancer society ads push health reform
As the 2008 election progresses I expect we'll start to see a lot more ads from organizations lobbying for a solution to the problem of the uninsured. The latest example: The American Cancer Society will spend $15 million on television, magazine and online ads that portray the challenges of uninsured and underinsured cancer patients. [Read More]
Marketing battleground shifting to Internet
There are signs that marketing is, indeed, shifting to online. The New York Times announced this week, for example, that it will no longer charge for access to parts of its site. They made $10 million with subscription-based service--but they say they can make more money selling ads around free content. According to this article, marketing executives believe that within three years most customers will use the Web to discover new products and services online and a third will use it to purchase goods. Though lots of people go online to research their healthcare concerns, I still don't buy that they're going online to decide where to go for heart surgery. [Read More]
Internet little help on hospital data
Even if consumers do start going online in droves to check their local hospitals' quality data, they might be disappointed with their results. Patients who try to check out the quality of hospitals before surgery by conducting Internet searches often find conflicting and incomplete information posted, according to a study by researchers at the University of California Los Angeles School of Medicine. [Read More]
Tennessee Kroger stores to get walk-in clinics
More news on the retail front: The Little Clinic, a rival to MinuteClinic, plans to open walk-in clinics inside at least four Nashville, TN-area Kroger stores. The Little Clinic would not discuss financial terms of the deal but said it will lease clinic space in Kroger stores in Bellevue, Hermitage, Murfreesboro and Spring Hill. [Read More]
Campaign Spotlight
Puzzle Me This, Adman
Click to view PDF version.Getting the word out about a new healthcare facility is important. In the highly competitive Boston market, it's mission-critical. The 128-bed Tufts Floating Hospital for Children, part of the 451 bed Tufts-New England Medical Center, wanted families in the Boston community to know that they offer high-quality care in two convenient suburban locations. "Boston is known to some as the 'Medical Mecca.' They have some of the top hospitals in the world there," says Dan Dunlop, president of Jennings Co., the Chapel Hill, NC, agency that created the campaign. "When you have a shining star facility like Tufts Floating Hospital for Children, it can be overlooked among all the competition. We needed to create something that would get attention." [Read More]
Calendar of Events

9/20/07: Push the Envelope, Not Buttons: Execute Bold Marketing Campaigns
10/18/07: ROI Challenges: Prove Results On Hard-To-Measure Hospital Marketing Efforts

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
Retail Decisions

With competitors opening clinics in everything from drugstores to supermarkets, hospital executives are being forced to decide: Should we do nothing or dive in? [Read More]
Marketing Forum

The Patience of Patients: While it may appear that tension is synonymous with patients' hospital experience, hospitals can promote wellness and alleviate stress through onsite meditation services, says contributor Diana Lang. [Read More]
Audio Feature

Susan Mullaney, vice president of cardiovascular and surgical services at Fairview Southdale in Minneapolis, discusses three trends that affect the cardiovascular service line. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

Contact Lisa Brown, Director of Integrated Sales, at or call 781.639.1872.
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