HealthLeaders Media Marketing Weekly - January 2, 2007 | Looking Forward to 2008
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Looking Forward to 2008
Gienna Shaw, for HealthLeaders News

In my last column, I wrote that 2007 was the year of the consumer, as hospital and health system marketers increasingly referred to patients as customers and focused much of their attention on improving service, engendering patient loyalty, and creating a positive brand experience. So, what will 2008 bring for healthcare marketing? I have a few ideas (and some of them might even come true). Also, make sure to keep reading for a link to the 2007 HealthLeaders Media Annual Marketing Professionals Survey--I think you'll find the results quite helpful in formulating your own predictions. [Read More]
  January 2, 2008

Editor's Picks
The renaissance marketer
Want more predictions for the future of marketing and advertising? AdAge's Trends to Watch in 2008 predicts spending will fall, digital media will rise, "swarm theory" will emerge, and marketers will be more creative and innovative than ever before (natch). [Read More]
No bones about it: Ortho is hot
If you're looking for more service-line-specific predictions, Orthopedics Today offers up the market outlook for joint care in a roundtable format. Demand will likely continue to rise, but is total joint replacement a profitable enterprise for hospitals in the current economic landscape? [Read More]
What price internal relations?
Here's an example of how internal involvement directly impacts the bottom line. This fundraising effort encourages employees to show their loyalty and commitment to the hospital and its mission by donating $100 to the general fund. If you're going to try this at your hospital, I think you'd better figure out a way to make sure employees don't feel pressured to participate whether they want to or not. [Read More]
Heart market heated in Tennessee
At HealthLeaders Media, we're always writing that hospitals are facing increased competition. In some regions, that's putting it mildly. A local paper in Tennessee documents the rivalry among four hospitals fighting over shares of the cardiac market. It makes for some fun reading, though I imagine the hospitals in question might disagree. [Read More]
Campaign Spotlight
The future of staffing: Online?
Click to view Web site. If your resolution is to be fully staffed in the New Year, look to Saint Francis Medical Center's newly-launched recruitment campaign for inspiration. Facing a growing regional healthcare employee shortage, Saint Francis, in Cape Girardeau, MO, needed to fill 26 nursing positions immediately and hoped to hire as many as 100 new nurses each year going forward. [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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