HealthLeaders Media Marketing Weekly - December 19, 2007 | The 2007 Experience
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The 2007 Experience
Gienna Shaw, for HealthLeaders News

When I look back on the healthcare marketing stories I've covered this year, there are two interviews that stand out from the rest. The first was with M. Bridget Duffy, MD, the Cleveland Clinic's chief experience officer. It wasn't her trendy new title that made an impression on me, but how clearly she made the case for the business benefits of internal and customer satisfaction. The second person who made a lasting impression on me was Dorothy Wooddell, the 69-year-old retired schoolteacher who volunteers at Huntington Hospital in Pasadena, CA. She was one of the 20 people who make healthcare better featured in our November 2007 cover story. [Read More]
  Dec. 19, 2007

Editor's Picks
Tip of the day: Don't be boring
This Marketing Pilgrim post offers some simple and frank advice on effective ways to do word-of-mouth marketing, a tactic that is so important to healthcare organizations. My favorite tip: "Boring costs more." You must do something to stand out if you want to get people talking and earn free publicity. People tend not to talk about things that bore them. OK, it's obvious when you put it that way, but a good reminder regardless. [Read More]
Test your Web site's IQ
How smart is your Web site? This white paper from Dowden Custom Media walks healthcare marketers through five steps to test whether it is strategic, market-oriented, attractive, reasonably priced and technologically advanced. (Smart, get it?) [Read More]
Billboards go global
Hospitals in Chennai, India, are starting to use outdoor media to advertise their specialties to consumers. One hospital that specializes in laparoscopic surgeries claims to have seen a 10 percent jump in the number of patients since it started advertising on billboards and radio. The Medical Council of India, the body that governs hospitals and doctors, allows hospitals to advertise their services, but offering discounts or comparing services with rivals is prohibited. [Read More]
Medical device ads face scrutiny
What's good for drug-makers is good for the medical device industry, right? The number of direct-to-consumer ads for medical devices is on the rise and now a consumer group is calling for increased regulation of those ads. The medical device industry could soon be warning of the dangers associated with their products and procedures and disclosing failure rates if the petition, now under review by the FDA, is approved. [Read More]
Historic marketing stunt prize for sale
OK, this one's just for fun: The first prize in a wildly popular and elaborate promotional stunt that captivated people for nine months in 1927 is up for sale by the marketing executives who've owned it for the past four years. The original campaign is praised today as "brilliant," "creative," and "marvelous." It got results--but it also sounds like it offered lots of entertainment value. [Read More]
Happy Holidays!
From all of us at HealthLeaders Media, have a happy and safe holiday. HealthLeaders Media Marketing Weekly will take next week off, but will return with a new issue January 2, 2008.
Campaign Spotlight
Branding 'For Life'
Click to view PDF version. A new branding effort for Saint Thomas Health Services, a four-hospital system headquartered in Nashville, takes a unique look at life. In an extremely competitive regional market, the system decided the way to stand out from its competitors was to guarantee it would be a permanent part of the community, demonstrate its continued dedication to faith, and emphasize the importance it places on the emotional and physical health of its patients. [Read More]
Calendar of Events

1/16/08: HCAHPS for Marketers: Manage Information Not Crises
1/17/08: Posting Quality Data: How Your Hospital Can Make Transparency Work
2/4/08: Measuring ROI of Physician Relations: Strategies to Demonstrate the Impact of Your Sales Program

4/6/08: National Forum on Customer Based Marketing Strategies, Phoenix
From HealthLeaders Magazine
Board on the Floor

Quality isn't just for the docs anymore. A growing emphasis on hospital quality is sparking a new governance model that requires trustees to monitor more than just the bottom line. Is your board ready to take charge? [Read More]
Marketing Forum

Honors and ideas highlight first Marketing Awards: From animated characters that encourage healthy living to picturesque scenes that capture the simplicity of a child's dream of becoming a doctor, hospital marketing campaigns of excellence were the subject of the first HealthLeaders Media Marketing Awards in New York City in November 2007. [Read More]
Audio Feature

Fred Gaschen, executive vice president, discusses how Radiological Associates of Sacramento improved satisfaction among patients, referring physicians, and employees. [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

The tools you need to market your hospital, all in one place: The Complete Guide to Hospital Marketing.
Step-by-step instructions to track returns on healthcare marketing efforts.
Case studies and best practices for marketing to physicians.
Winners of the 2007 HealthLeaders Media Marketing awards talk shop.
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