HealthLeaders Media Marketing Weekly- September 12, 2007 | How Green is Your Marketing?
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How Green is Your Marketing?
Gienna Shaw, for HealthLeaders News

I've been seeing green everywhere I go lately. St. Joseph Hospital, a 208-bed Catholic hospital in Nashua, NH, used environmentally-friendly coffee cups in its recent marketing campaign, for example. And the September issue of Deliver, the U.S. Postal Service's direct-mail marking magazine, is all about eco-friendly direct-mail marketing. (An aside: A print magazine that's basically a catalogue for print mail talking about saving trees? OK, it's a little ironic. But the publication makes a good case that it is possible to do direct mail in an earth-friendly way, by using recycled papers, soy-based inks and the like.) [Read More]
  Sept. 12, 2007

Editor's Picks
Booming business
OK, stories about how the baby boomer generation will impact the health industry aren't new. So why do I find them so compelling? I think it's the combination of challenge and opportunity that intrigues. They have a ton of money to spend. And marketers are still trying to figure them out. What is your hospital doing to get ready for the big boom? [Read More]
Business is booming
Massachusetts' universal health insurance law is bringing formerly uninsured people into the healthcare system, many of whom are turning to community health centers. Community health centers are scrambling to meet the demand. "We've seen a really significant increase in visits by new patients," Sue Joss, executive director of the Brockton health center told the Boston Globe. "Our phones are ringing off the hook for new patients." [Read More]
Free online content, for a price
One medical publisher is offering access to its high-priced medical journals, for a price: Users must register, giving their names and other information. And they'll be subjected to ads in spaces that have been, for the most part, ad-free. Healthcare marketers know doctors can be difficult customers, but also that they don't mind saving money. I'm curious to see if they'll give up their personal information and put up with ads in exchange for this content. [Read More]
Backlash emerging over ads for genetic tests?
A television commercial urging women to consider being tested for certain genetic mutations that can sharply increase the risk of developing breast or ovarian cancer is stirring protests from some cancer and genetics specialists. Critics say that advertising such a complex screening test to the general population might create unnecessary anxiety among women and lead to overuse of the test, which costs $3,120. A backlash against direct-to-consumer pharmaceutical ads didn't seem to do much harm to that industry (I worry all the time now that I have restless leg syndrome). Will there be a similar controversy with the rise of genetic testing? [Read More]
The intangible ROI
As if measuring ROI in the healthcare setting wasn't hard enough, this article explores how companies fail to measure intangible assets, like a strong brand and market research. Other examples of interest to healthcare organizations include proving the worth of business conduct that is environmentally and socially conscious and processes and strategies to ensure continuity after a disaster. [Read More]
Campaign Spotlight
Going once, going twice, sold!
Click to view PDF version.Fundraising events that last one night take a lot of work--and sometimes a lot of money--to put together. The overhead ends up reducing the overall amount you can raise. To solve this problem, many healthcare organizations are turning to the Internet for a new fundraising platform. One example? An online auction sponsored by the nonprofit Spirit of Women features five pairs of red CARLOS by Carlos Santana shoes donated and individually signed by five celebrities that will be sold off to the highest eBay bidders. So far, the stilettos signed by Courtney Cox have raised more than $400. [Read More]
Calendar of Events

9/14/07: The Future of Healthcare Marketing: Blogs, Podcasts, and Other New Media
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
What All Great Hospitals Do

Think you're headed for the top floor? Are you sure? [Read More]
Marketing Forum

ER Promise Boosts Business For These Hospitals: When emergency department employees at Atlantic General Hospital in Berlin, MD, pledged to treat incoming patients in 30 minutes or less, they ran into an unexpected challenge: A success rate of higher than 90 percent. [Read More]
Audio Feature

Anthony Cirillo, president of Fast Forward Strategic Planning and Marketing Consulting, LLC in Huntersville, NC, explains how a strong web presence can improve a hospital's market share. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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