HealthLeaders Media Marketing Weekly - October 10, 2007 | Conference Resolutions?
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What's Your Conference Resolution?
Gienna Shaw, for HealthLeaders News

I always come back from conferences with a ton of enthusiasm and a million ideas about how I'm going to use all the information I gathered and everything I learned. To be honest, however, I don't always follow up. I suspect it's the same for many of you--you attend a conference on hospital and health system marketing, get a ton of great ideas, make a mental list of all the great things you're going to do . . . and then you go back to work and have to catch up on all the e-mails that piled up. [Read More]
  Oct. 10, 2007

Editor's Picks
More than just a pretty face
Something that came up at last week's SHSMD conference in sessions and in conversations around the exhibit hall: Web sites that look pretty, with flash videos and other bells and whistles, are often invisible to search engines, which means the customer won't be able to find them. This MarketingProfs article lists three things that search engine spiders can't see and three things they can. Make sure that if you have lots of the former, you have some of the latter, as well. [Read More]
Best branding advice ever
You might remember how much I hate meetings. And I know I remember how much you hate meetings. Well, here's more advice on the anti-meeting front: Avoid forming committees when launching a rebranding effort, as they can often dilute strategies by triggering the "too many cooks in the kitchen" syndrome, according to PRNews' Digital PR Report (registration required). Instead, opt for a small, core team to shape the new brand message, and then assign execution tactics accordingly. [Read More]
When green goes bad
I'd like to clarify I column I wrote last month about green marketing. Yes, I still think it's a good idea to promote your hospital's environmentally-friendly practices. Yes, I still think there's a connection between the health of our planet and the health of your patients and that making that connection can build trust in your brand. One tiny little caveat, though: Don't lie about it. [Read More]
Online video 101
Thinking of establishing a presence on social networking site YouTube or but not quite sure where to start? This item from Marketing Sherpa gives practical, easy-to-understand advice about how to get started, get organized, and how to get potential patients to actually look at your stuff. Though aimed at B2B marketers, the advice is applicable to hospital and health system marketers, as well. [Read More]
HIPAA tripping up patient communications
Digital communications can improve patient satisfaction among those who are looking for convenient access to information such as health records and test results. And texting is gaining popularity as a method to remind patients of appointments and thus avoid money-losing missed appointments. Unfortunately, HIPAA trips up many such electronic marketing efforts. This article says help in the form of increased security might be on the way. [Read More]
Campaign Spotlight
Holidays Come Early For One Fundraising Cause
Click to view PDF version.Each year, Children's Healthcare of Atlanta (CHOA) gives its supporters a way to get into the holiday spirit. The hospital's fundraising program sells holiday cards featuring the artwork of children-all of whom have been cancer patients at the hospital--ages 3 months to 18 years old. Each card design comes in packs of 20 at $12 per box, and the cards can include a personalized holiday message for personal or corporate use. Proceeds from this year's program will be going to the Aflac Cancer Center Endowment. The money raised will support clinical and lab research and program development expenses for key strategic growth areas within the Aflac Cancer Center & Blood Disorders service of CHOA. [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

10/11/07: 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
4/6/08: National Forum on Customer Based Marketing Strategies, Phoenix
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

When It's Time to Move On: Contributor Patrick T. Buckley offers advice for healthcare marketers who are considering a job change. [Read More]
Audio Feature

Lynne Cunningham, a coach with the healthcare performance improvement firm the Studer Group, discusses some of the ways that marketers can measure return on investment, even in the face of challenges. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

Contact Lisa Brown, Director of Integrated Sales, at or call 781.639.1872.
Marketing Resources From HealthLeaders Media

Prove financial ROI on even in the most hard-to-measure healthcare marketing efforts, including HCAHPS results.
Learn how to reach the most important niche in healthcare marketing.
Explore the mixed-up world of hospital marketing from the perspective of expert author Patrick T. Buckley.
Get step-by-step instructions to track returns on healthcare marketing efforts from SHSMD president elect David Marlowe.
Discover what best-practice organizations are doing to increase physician referrals from physician relations specialist Kriss Barlow.
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