HealthLeaders Media Marketing Weekly - February 27, 2008 | Swimming Pools, Movie Stars, and Physician Relations
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Swimming Pools, Movie Stars, and Physician Relations
Gienna Shaw, for HealthLeaders News

Next week I'll be reporting from a physician strategies conference in Los Angeles. If I have time, I'd like to immerse myself in the beautiful setting and inspiring art at the Getty Center and then climb aboard a minibus to take the tackiest tour of the stars' homes available for the pure campy fun of it. But what does my disparate taste in leisure activities have to do with physician relations? Everything. [Read More]
  February 27, 2008

Editor's Picks
Time to diversify
Is it true that marketers "don't get" how to reach diverse audiences? According to a recent study, 84 percent of marketers said multicultural marketing is "critical to my business," while almost 40 percent said they don't know the financial value of reaching those groups. The overall picture, according to AdAge, is that there's still a lot of confusion over marketing to a multicultural audience. Healthcare marketers, of course, have to reach a lot of niche audiences, from boomers to women to patients from various cultures, backgrounds, and ethnic groups. If anyone out there does "get it," I'd like to hear from you. What are you doing to reach niche audiences? [Read More]
Video wars
It wasn't so long ago that a search for hospitals on social networking sites such as YouTube would turn up meager results. Now, two Nashville-area hospitals are battling it out on the online video-sharing site to compete for heart care patients. Hoping to generate some word-of-mouth marketing, Saint Thomas Health Services and Vanderbilt University Medical Center have posted videos featuring testimonials from patients and interviews with physicians touting their own experience and the reputation of their hospital's heart program. In addition to YouTube, the ads also can be found at Web sites that are part of the hospitals' broader marketing for Vanderbilt and for Saint Thomas. [Read More]
The outsiders
As someone who has lived nearly my entire life within 20 minutes of Boston, I might have a slight bias about the world-class healthcare available there. But there are other healthcare choices in cities and towns outside of the Hub of the Universe. Now five hospitals located about 30 miles outside of the city have set aside a tradition of sometimes fierce competition and banded together to spread the message that patients don't have to travel far to get quality healthcare. The effort includes a joint Web site and marketing campaign. [Read More]
More measurement, please
Marketers are always looking for new ways to measure ROI--and prove that their efforts aren't a waste of time and money. Microsoft just announced it will test a new way to measure the effectiveness of Internet advertising called "Engagement Mapping." Due to begin in beta form on March 1, it departs from a standard that ties sales, leads, and traffic to the last ad that a user clicked online and instead takes into account all the Internet interactions that lead a consumer to buy a product. The hope is that it will give advertisers a more accurate assessment of how to plan a campaign online. [Read More]
Campaign Spotlight
Listen to Your Heart
Watch the Video. Though most consumers are bombarded with advertising messages every day, there's one advertising image that is getting them to listen. A service line campaign from WakeMed Health & Hospitals in Raleigh, NC, has taken a different approach to speaking with consumers. Instead of using doctors or other medical professionals, the campaign is using an object that each and every patient is close to--their heart. [Read More]
Calendar of Events

3/19/08: Marketing Cardiology: Strategies for Service Line Campaigns

4/3/08: Beyond the Blog: Communicate and Connect with Today's Healthcare Consumers

3/2/08: Physician Strategies Summit, Los Angeles

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

Sponsored Headlines From AT&T

Enabling Healthcare after a Disaster: AT&T enables healthcare after a disaster.

Implementing a Wireless LAN: Successful WLAN implementation is all about balance.

IP Networks Boost Secure Health Communications: AT&T provides secure communication to keep healthcare moving forward.

Optical Networks: Closing the gap between patient and caregiver.

Q&A: Critical Steps in Ensuring Business Continuity: Consult this guide to learn how your company can ensure continuity.

Transition to Digital: More and more hospitals are going paperless.

Trend Report--Dialing Long Distance for Healthcare: Telemedicine makes care accessible when and where it's needed.

Healthcare 2015: Win-win or lose-lose? The current paths of many healthcare systems around the world will become unsustainable by 2015. Healthcare systems that fail to transform will likely require immediate and major forced restructuring. There is a more positive scenario that will require new levels of accountability, tough decisions and hard work.

Healthcare 2015 and U.S. health plans: New roles, new competencies: The U.S. healthcare system is on an unsustainable path. Health plan providers must help shape and lead the healthcare transformation or risk being marginalized.

In the interest of the patient: This paper explores how by collaborating and sharing data, the pharmaceutical and healthcare industries can realize the full value of the information they collect--and improve patient treatments.

From HealthLeaders Magazine
Love Thy Vendor?

Providers and IT suppliers don't get along, right? You can build a partnership of trust with your vendor--and actually get what you pay for. Here's how. [Read More]
Marketing Forum

Emerging Market Opportunity: Musculoskeletal Services (Part II): Combine an aging population with technological advances in orthopedic care and devices, and the stage is set for unprecedented demand and increased opportunities for healthcare providers. In these days of continuous revenue and margin challenges, musculoskeletal medicine can be the next big growth opportunity. [Read More]
Audio Feature

Kathy Lapacek, vice president of business development for Advocate Good Shepherd Hospital, describes the organization's "Red Shirt" campaign, a winner at the 2007 HealthLeaders Media Marketing Awards. Lapacek will talk about the planning and strategy that went into this successful campaign during the March 19 Webcast, Marketing Cardiology: Strategies for service line campaigns. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

Contact Lisa Brown, Director of Integrated Sales, at or call 781.639.1872.
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Brand strategy, physician sales, ROI and more: Grow your healthcare marketing department's knowledge base.
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