HealthLeaders Media Marketing Weekly - October 17, 2007 | A Money Mission
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A Money Mission
Gienna Shaw, for HealthLeaders News

In the October issue of HealthLeaders magazine, I wrote about naming hospitals for large corporate benefactors--as did the newly-christened Nationwide Children's Hospital in Columbus, OH, which is named for the Nationwide Insurance Company. They also named their trauma center after local clothing manufacturer Abercrombie & Fitch. The corporations gave the hospital $50 million and $10 million, respectively. On the one hand, hospitals and health systems are, ultimately, businesses. On the other hand? Yikes. There's so much that could go wrong when you name your hospital or a part of your hospital for a corporation. [Read More]
  Oct. 17, 2007

Editor's Picks
Immigration's impact on your pricing strategy
This story is about gas prices, but stick with me for a minute. What happens to the market in areas with a large immigrant population? There are some interesting answers in this article, which talks about how immigrants--and price-conscious consumers in general--impact the relative price of different products. There's even a formula: For every 1 percent increase in the ratio of immigrants to natives, prices go down by about 0.5 percent. [Read More]
Start spreading the (good) news
Here's a simple way to bring your marketing message to the internal audience so that they can spread it to your customers: Knox Community Hospital gave its foundation members a preview of its new logo and jingle along with an update of how the members' fundraising efforts helped the hospital. In the article, CEO Bruce White talks about creating a buzz in the community about the hospital's services. What better way to do that than to start with the people who are already big fans of what you do? [Read More]
The littlest philanthropists
I understand it's important to teach young people that helping those in need is the right thing to do. But shouldn't we also teach them that giving feels good? This article describes what sounds like a really well-intentioned effort that wasn't completely thought through. Toddlers from a church in Ontario hunted for hidden teddy bears, dressed them up, named them--and then gave them to the local hospital. Some of the diminutive donors were, understandably, a little reluctant to part with their bears, according to the local newspaper. [Read More]
So happy together
I love trying to read between the lines of stories like this one, which puts such a positive spin on the competition between two New Orleans medical centers that you'd almost think that the CEO of Ochsner Baptist Medical Center, which plans a 22,000-square-foot imaging center, is thrilled that Touro Infirmary is planning a 13,000-square-foot imaging center directly across the street. [Read More]
Just do it (online)
If you're looking for a lesson on how to do social media for health-conscious consumers, you might want to take a look at Nike's new site, Nike+. In fact, if media spending is any indication, you can expect to see a lot more marketers--and not just the giants--taking a similar tack. [Read More]
Interactive growth
More online spending numbers: The latest study from Forester says money spent on interactive marketing in the US will grow to $61.3 billion in 2012, from $18.4 billion in 2007--a compound annual growth rate of 27 percent. Interactive's share of total ad spend is forecast to increase from 8 percent in 2007 to 18 percent in 2012. [Read More]
Campaign Spotlight
Crawling Toward Awareness
Click to view PDF version.When Janice Ross, a nurse at the Olcott Center for Cancer Education at Bloomington (IN) Hospital, told her colleagues about Coco, the reaction was mixed. At first, her colleagues laughed at the thought of a giant colon, but after some thought they put a plan in action to bring Coco the Colossal Colon to Bloomington. Within the larger-than-life colon are images of different stages of colorectal cancer, polyps, and various diseases of the colon along the crawl path, which is padded with a rubber runner. "It's a great teaching tool. Inside there are actual pictures of different stages of colon cancer and there are windows so you can stand up or look out while inside of it," Ross says. [Read More]
Calendar of Events

10/18/07: ROI Challenges: Prove Results On Hard-To-Measure Hospital Marketing Efforts
11/15/07: Marketing to Women: Proven Techniques to Reach Key Healthcare Decision-Makers

10/21/07: Healthcare Strategy Institute, Hospital & Physician Relations: An Executive Summit, Phoenix, AZ
11/9/07: HealthLeaders Media Marketing Awards, New York City
4/6/08: National Forum on Customer Based Marketing Strategies, Phoenix
From HealthLeaders Magazine
Will There Be Enough Doctors?

With a multitude of baby boom physicians nearing retirement and an aging U.S. population needing ever more care, how bad will the physician shortage really get-and what can you do about it? [Read More]
Marketing Forum

Predicting the Impact of Medical Tourism: As the popularity of medical tourism continues to grow, contributor David E. Williams makes some predictions on the trend's future and how it will contribute to changes in the healthcare industry. [Read More]
Audio Feature

Regina Herzlinger, The Nancy R. McPherson professor of business administration chair at Harvard Business School, talks about the need to refocus the control of healthcare away from providers and shift it to consumers. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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Marketing Resources From HealthLeaders Media

Find out how to reach the most important niche in healthcare marketing.
Discover how hospital marketing differs from other industries.
Find tools to help track returns on healthcare marketing efforts.
Learn how best-practice organizations are increasing physician referrals.
Get a behind-the-scenes look at today's hottest hospital campaigns.
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