HealthLeaders Media Marketing Weekly- August 15, 2007 | It's All About Branding
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It's All About Branding
Gienna Shaw, for HealthLeaders News

You can safely assume the "How to Build a Brand in Four Easy Steps" headline on the marketing page in this month's HealthLeaders magazine is a bit tongue in cheek--we know that building, promoting, and protecting your hospital's brand is hard work. (There's also a few more than four steps involved.) In fact, branding is at the heart of almost everything that healthcare marketers do, from campaigns to service line strategy to fundraising. [Read More]
  August 15, 2007

Editor's Picks
Image management
Are you ready to micro-manage your organization's image? Google now allows users to comment on the news stories it indexes and is encouraging public relations professionals and the subjects of the articles to weigh in. Hospital and health system marketers already monitor news about their organizations, of course. Now they have an opportunity to respond. What do you think: Is this an effective strategy or a complete waste of time? And does it make a difference if the news is positive or negative? [Read More]
Are patients the real barrier to referral growth?
An increasing number of hospitals have physician sales programs to help them grow referrals. But maybe what they really need is patient sales programs--new research shows about 20 percent of patients don't follow up on their doctor's referrals to specialists. [Read More]
Struggling service line makes headlines
An Associated Press investigation finds hospitals across the United States are shutting down their burn centers, with the number dropping from 132 in 2004 to 127 today. As a service line, burn centers often lose money because they are expensive to run and to staff. This article raises the concern that, if the trend continues, hospitals won't be prepared in case of a terrorist attack. [Read More]
A new kind of transparency
In the competitive Dallas-Fort Worth market, hospital ad spending has jumped significantly, as it has in other areas where market share is tight. This article points out that hospitals are wooing well-insured patients who need big-ticket surgeries. Most hospitals want to improve payer mix. But do they want consumers to know that? [Read More]
More proof that content matters
In my first column for HealthLeaders Media Marketing Weekly, I wrote about how good content is key to effective online efforts. I hate to say 'I told you so,' but a new study says Internet users spend nearly half their online time looking at content, a 37 percent increase since 2003. [Read More]
Campaign Spotlight
From Conservative to Catchy
Click to view PDF version.Catchy phrases, unique images, and great placement are just a few of the standout features of St. Joseph Hospital's newly-launched campaign. According to Melissa Sears, director of marketing and communications at the 208-bed Catholic hospital in Nashua, NH, consumers saw the healthcare center as "conservative." While there's nothing wrong with that, St. Joseph's wanted to develop a campaign that would grab attention in their crowded market--which has 23 other hospitals within a 50 mile radius--and help them break out of the traditional mold that they found themselves in. [Read More]
Calendar of Events

9/14/07: The Future of Healthcare Marketing: Blogs, podcasts, and other new media
9/20/07: Execute Bold Marketing Campaigns: How to push the envelope, not buttons

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

Seize Your One Chance To Make An Impression: You've got all of the advertisements in place. Direct mail pieces are ready to go out. Your hospital's new marketing plan is ready to go, but is your organization equipped to handle the swell of responses that your marketing may bring? You'd better hope so. [Read More]
Audio Feature

Anthony Cirillo, president of Fast Forward Strategic Planning and Marketing Consulting, LLC in Huntersville, NC, discusses how new consumer relations trends are influencing hospital marketing. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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