HealthLeaders Media Marketing Weekly - January 16, 2007 | Image Crisis
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Image Crisis
Gienna Shaw, for HealthLeaders News

Did you hear the one about the conservative talk show host who went into the hospital for hemorrhoid surgery? Unfortunately, there's no punch-line--because it's no joke. CNN's Glenn Beck almost unwittingly became the new national spokesperson for the U.S. healthcare crisis. Perhaps the real crisis for the healthcare industry is that Beck's story of the ineffective, uncompassionate, and downright dimwitted healthcare workers he encountered during his hospital stay didn't seem to surprise anyone. [Read More]
  January 16, 2008

Editor's Picks
A window of opportunity
If the ED is your window to the community, then it's increasingly likely that your patients are getting a good long look: A new study finds wait times for emergency care are on the rise. There are lots of reasons for this, including an aging population and a nursing shortage. But I don't think the public actually cares about those things--they want fast access and when they don't get it, they aren't happy. It sounds simple, but problems in the ED often have a big impact on a hospital's image and reputation. The converse is also true, of course: A well-run ED can have a positive impact on patient satisfaction. [Read More]
A little window cleaning
Facing a decline in market share in a competitive market, Atlanta Medical Center CEO William Moore used market research and other resources to understand his customers and build service lines that would grow the bottom line. Taking a deep and strategic look at the marketplace ultimately pulled the hospital out of what Moore described as a tailspin. "It's a combination of looking at what makes sense from a competitive point of view, what needs exist in your community and what your hospital's capable of," he says. [Read More]
And a little window dressing
They say that there's no reward without risk. But does that maxim hold true when it comes to selecting an advertising agency? Check out this Q&A with the chief creative officer at an agency that creates cutting-edge campaigns--some of which have been spectacular successes, some of which are notorious failures. Among the gems in this article: Paris Hilton and Madonna are marketing geniuses; if you're not polarizing then you probably don't stand for anything; and creating ads is like mining--you have to sift through a lot of dirt to get just a few gems. [Read More]
World-class fundraisers
OK, enough with the window references. There's a wealth of information in The NonProfit Times' list of "the world's best fundraisers." The list includes the Dana-Farber Cancer Institute, which boasts 96 percent name recognition and raises about $10 million annually through cause marketing and sponsorships and St. Jude Children's Research Hospital, which currently attracts about one million new donors a year and is still constantly looking for new ways to attract new donors. [Read More]
The retail clinics are coming: So what?
A new fast-track ER and reduced wait times will keep Anna Jaques Hospital in Newburyport, MA, from feeling the pinch of an influx of pharmacy health clinics expected to pop up all over the state in the next year, officials there say. "We believe strongly in the quality of care delivered in a primary care office which is linked to a hospital and provides a continuity of medical records and treatment," Deborah Chiaravalloti, vice president of public relations and marketing, told the local newspaper. [Read More]
Campaign Spotlight
Family of Care: Branded With Color
Click to view PDF version. Bringing a health system together under one branding initiative, for many, would be easier said than done. For University Health Systems of Eastern Carolina, a seven-hospital system in North Carolina, establishing a brand image meant focusing on family and drawing attention with a bit of color. [Read More]
Calendar of Events

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
Why Is The ED Such A Pain?

The emergency department has a culture all its own with a unique set of challenges to match. It's also your hospital's window to the community. So you'd better make it work. [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

Alegent CEO Wayne Sensor talks about why Alegent felt the necessity of hosting the Power to the Patient forum to educate hospital leaders on ways they can invite consumers into healthcare. [Listen Now]
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