HealthLeaders Media Marketing Weekly - May 14, 2008 | What's In, What's Out View as a Webpage | Subscribe for Free
What's In, What's Out
Gienna Shaw, for HealthLeaders News

Marketing methods, techniques, and modes of delivery go in and out of style—sometimes so fast that it's hard to keep up. I only recently learned that starbursts in direct mail are out. One of our marketing folks actually used the word "passé" when I suggested we use a starburst in one of our own direct mail efforts. Whoops. But there are plenty of ideas that aren't outdated. [Read More]
  May 14, 2008

Editor's Picks
Tea without sympathy
The headline of this story—Charity volunteers 'kicked out' of Blackburn hospital—actually made me gasp. For two decades, pensioners have sold tea and biscuits to raise money to buy vital equipment and supplies for the Lancashire hospital. Readers who commented on the story speculate that the hospital wants to rent out the space formerly occupied by the volunteers or privatize the enterprise in order to charge "motorway prices for cups of tea and sandwiches." If your hospital is supplementing its profits with retail, here's a PR tip: Don't throw little old ladies under the bus in order to do so. [Read More]
Niche audiences seek authenticity
Today's diverse consumers are savvy, skeptical, and tired of spin, writes Gail Martin. They want companies to be an authentic part of their niche community and make a long-term commitment to doing so. From the vendors you choose to the people you hire to the photographs on your Web site and in print ads, "your target audience is watching closely to see whether your interest in reaching diverse consumers is more than slogan deep," she writes. The article is general but definitely applicable to healthcare marketers looking to reach out to the myriad populations their organizations serve. Martin's advice goes beyond the obvious. [Read More]
De-friend non-targeted consumers
If you've taken the next step and have started advertising your hospital on social networking sites, you should know that just getting your message out there isn't doing the job. A recent study found 56% of social networkers said they'd prefer to receive targeted ads. Want more stats to back that up? Well, 62% said they'd be interested in offers from their preferred brands and 87% said very few or no ads matched their personal interest. Once again, the moral of the story is to know your audience and then find them. [Read More]
Cyberspace-loving CMO
If you are still a bit weary of Web-based marketing, take a cue from the CMO of Charleston Area Medical Center. Elizabeth B. Pellegrin is all about using online media—from YouTube to Twitter—and she says her hospital will advertise on the Internet more than ever this year. The beauty of wikis and social networking sites, she says, is that people can't always tell when they're being marketed to—and are therefore more susceptible to marketing techniques. But don't worry, Pellegrin doesn't rule out traditional marketing media altogether. She thinks the two must be used simultaneously for ultimate effectiveness. [Read More]
Campaign Spotlight
A Campaign Worth Owning
Click to view PDF.
The patients at Fairview Southdale Hospital in Edina, MN, really take ownership of their medical conditions—and that's how the hospital's marketers like it. "My breast cancer. My doctors. My Fairview," reads the ad for the hospital's breast cancer care program. The seven other patient-testimonial ads have similar taglines relating to different service lines. [Read More]
Calendar of Events

5/29/08: Healthcare branding: Advanced strategies to overcome common challenges

6/17/08: Marketing oncology: Strategies for service line campaigns

10/15/08: HealthLeaders Media Marketing Awards, Chicago

10/16/08: HealthLeaders Media Top Leadership Teams, Chicago
From HealthLeaders Magazine
Shared Success

Crafting a true partnership—often with a perceived competitor—is a complex task. Here's how some hospitals are doing it. [Read More]
Marketing Forum

Marketers: Don't Be Spooked By Stark: The new Stark regulations require healthcare marketers to screen activities against a potential violation. However, this should not be what drives the decision-making process for determining whether to undertake an activity, says contributor Patrick T. Buckley. [Read More]
Audio Feature

Rebecca Carl, chief marketing and community relations officer for Clarian Health in Indianapolis, talks about her health system's recent campaign, "A Call for Change." The campaign encouraged patients to educate themselves and make lifestyle changes that will allow them to live longer, healthier lives. Carl will speak during the June 17 HealthLeaders Media Webcast, Marketing Oncology: Strategies for service line campaigns. [Listen Now]
Hospital and health system leaders seem suddenly enthralled with branding. Why is the time right for branding, what are some of the most common misunderstandings about branding, and why is it such an essential strategy? Author and healthcare branding consultant Chris Bevolo answers those questions as well as the trickiest one of all: Is it possible to prove ROI on a branding campaign? Bevolo will be a speaker in the upcoming HealthLeaders Media Webcast Healthcare branding: Advanced strategies to overcome common challenges. [Listen Now]
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Marketing Resources From HealthLeaders Media

Webcast: Overcome internal and external barriers to building your brand.
Webcast: Develop effective market strategies for your oncology service line.
Marketing Awards: Don't miss the May 30 deadline to enter your best marketing campaigns in the 2008 HealthLeaders Media Marketing Awards.
Print Publications: Add some color to your life: Download a free sample issue of the four-color Healthcare Advertising Review.
Books: Learn about transparency, marketing to physicians, ROI, brand strategy and more.