HealthLeaders Media Marketing Weekly - January 9, 2007 | Readers Write
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Readers Write
Gienna Shaw, for HealthLeaders News

In New England, we're fresh off the heels of primary season, where each presidential candidate has been trying to convince our New Hampshire neighbors to the north that he or she is the true candidate of change. You have to at least appreciate the dialogue that elections encourage. It's kind of hard to imagine any change without a good number of open-minded people talking to each other. And that brings me to this week's column, which is all about dialogue in the form of your thoughtful responses to what I've written in the past month or so in this marketing column. [Read More]
  January 9, 2008

Editor's Picks
A convenience construction boom
The trend toward consumerism and patients who demand faster and more convenient service is resulting in an urgent care center boom. In the St. Louis area alone, there are eight centers that are either newly opened or in the works, some within just a couple of miles of each other. "The question is how many more urgent care centers can open up before we start diluting ourselves?" says physician Irwin Pilsco, who opened an independent center in Des Peres last year. [Read More]
Free samples go mostly to wealthy insured
The rich stay healthy and the poor get fewer free samples of medicine, according to a survey of 33,000 Americans by the American Journal of Public Health. The primary purpose of those free drug samples that drug reps give to docs is not medicine but marketing, of course. And they are, in turn, given mostly to wealthy and insured patients. Only about 28 percent of poor patients got the samples, according to the study, though researchers note that physicians aren't purposely discriminating against the poor. [Read More]
More sales tips from pharma marketers
Two former Amgen, Inc. employees contend that the company required salespeople to gain access to patient medical information in doctors' offices and market drugs directly to patients, many of whom may not have needed the medication. Amgen insists that its sales force plays by the rules. [Read More]
Hospitals add independent living facilities to services
A new business model is emerging in St. Louis and elsewhere: Plans for SSM St. Joseph's Hospital to relocate to a new 22-acre campus in 2009 include a senior living community, scheduled for completion in 2011. Market research by local developer Greystone Communities shows this type of facility are in demand and on the rise nationwide. Greystone is building 45 such facilities in 40 states, and another 350 for nonprofit senior organizations. The company sent 25,000 surveys to senior households in the area, polling potential residents on their amenity preferences. [Read More]
Campaign Spotlight
'Consumer' to Consumer: A Different Perspective
Click to view PDF version. With so many large children's hospitals in the Twin Cities area, University of Minnesota Children's Hospital needed to show consumers that they have a choice when it comes to their children's care. The hospital's marketing team knew that the care the hospital gives to children and the patient stories they had to tell could differentiate them from the competition. [Read More]
Calendar of Events

1/16/08: HCAHPS for Marketers: Manage Information Not Crises
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

Embracing the Philosophy of the Chief Experience Officer: Contributor Anthony Cirillo discusses the merits of the chief experience officer, a person in an organization who is in charge of taking the reigns to assure that the brand experience across the enterprise is both consistent and exceptional. [Read More]
Audio Feature

Peter Goldschmidt, MD, founder of the Health Improvement Institute in Bethesda, MD, discusses the Web strategies of leading healthcare organizations. [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

Is your marketing department ready to respond to the release of HCAHPS scores in March?
The results are in! See what your peers in healthcare marketing said in the 2007 HealthLeaders Media Marketing Professionals Survey.
New to hospital marketing? You need The Complete Guide to Hospital Marketing.
Finally--an easy-to-follow instruction manual that shows you how to track returns on your healthcare marketing efforts.
Learn from the hospitals that know how to market to physicians.
Listen: Winners of the 2007 HealthLeaders Media Marketing awards talk shop.
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