HealthLeaders Media Marketing Weekly - May 21, 2008 | Is Your Boss Advertising for Your Job? View as a Webpage | Subscribe for Free
Is Your Boss Advertising for Your Job?
Gienna Shaw, for HealthLeaders News

The large, glossy postcard from a hospital looking to hire a chief marketing officer caught my eye. I thought it was interesting that a business looking to hire one executive would use direct mail for their search. So I put the piece in the pile of interesting things that might turn into a story one day. And then one day, a few months later, I realized I'd received about five more direct mail pieces, along with several e-mails and a couple of voice mails-all from hospitals looking to hire a senior marketer. But what does it mean? [Read More]
  May 21, 2008

Editor's Picks
Patient satisfaction gets publicity
Consumers may not be logging on to the government's Hospital Compare Website in droves to check out HCAHPS results. But that doesn't mean hospitals can fly under the radar on this one. The Centers for Medicare & Medicaid Services is drawing attention to the patient satisfaction scores by running ads in 58 daily newspapers nationwide. Each ad will reveal the scores of local hospitals for two of the questions on the survey, one about the percent of patients who got help when they requested it and one about the percent of patients who received antibiotics before surgery. Hospitals that didn't get out ahead on this one might be sorry they waited. If you ask me, it's always better to release news yourself than to let the government do it for you. [Read More]
Campaign attempts to cut the cord
An Illinois hospital's marketing campaign has become the focus of a tug-of-war between city officials and the hospital. Silver Cross Hospital recently launched a major marketing campaign in an attempt to gain the public's support as it moves from Joliet to a nearby town. But city officials say the hospital is merely using the campaign to divert Joliet citizens' attention from the real issue—the fact that their city will soon be down one hospital. The city has spent hundreds of thousands of dollars on legal advice in an attempt to force the hospital to stay put. [Read More]
Rich women buy more than Jimmy Choos
It's not news that women make most of the healthcare decisions for their families. Nor is it necessarily news that rich women are the shoppers of the family. But there are some new numbers on the influence of women from affluent households on purchases. A recent survey by research firm the Luxury Institute found that married women from households earning $150,000 or more make almost two-thirds (64%) of a family's purchase decisions on average. And they make 48% of healthcare decisions, including choice of plans and providers, the study found. "Winning over wealthy women is a do-or-die proposition for companies" in industries including healthcare, says the institute's CEO, Milton Pedraza. [Read More]
Show me the data
When pitching your ideas, how often do you start with the words "I think?" At Internet giant Google, that phrase is frowned upon, according to the company's head of sales in the Midwest, Ted Souder. Instead, employees begin their pitches with the phrase "the data suggests." Marketing blogger Chris Brown reports on nine more tips that Souder delivered at a recent American Marketing Association meeting. [Read More]
Cleanliness is next to internal communications
This New York Times article discusses how many hospital-acquired infections can be avoided simply by reminding staff to wash their hands. And that presents another chance to prove the value of marketing to the higher-ups: Effective internal communications can make a difference when it comes to patient safety. At Woodhull Medical and Mental Health Center in Brooklyn, NY, a poster above every hand sanitizer shows a hand on a stopwatch and the words "Stop Spreading Germs in Seconds! Clean Your Hands!" Who knows, maybe Woodhull will be able to advertise its low infection rates in its next marketing campaign. [Read More]
Mobile marketing 411
Mobile marketing is still in its infancy in most industries. In hospitals? It's embryonic. If you're looking for the 411 on this marketing method, this article breaks it down for you. Marketing via cell phones can attract new customers and keep the regulars coming back for more, the author claims. Just think, with mobile marketing you could be on the vanguard of hospital marketing . . . and your kids will think you're pretty cool, too. [Read More]
Branding do-over
As a diligent hospital marketer you put a lot of thought into your facility's brand, but have you ever considered repositioning it a bit? It's something that doesn't occur to many marketers, but it's definitely worth thinking about—especially if your facility finds itself with new competition or in financial stagnation. This article gives you all the dirt: What brand repositioning is, why your organization might need it, and how to successfully implement it. [Read More]
Campaign Spotlight
Tufts Tackles Patient Safety With Talk-Bubbles
Click to view larger version.
A recent internal campaign has patients and professionals at Tufts Medical Center in Boston talking—about cartoon-style talk bubbles. Like many other facilities, Tufts has run hand washing and other patient safety campaigns in the past, but none had the staying power needed to spark a change. [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

Marketing Awards: Don't miss the May 30 deadline to enter your best marketing campaigns in the 2008 HealthLeaders Media Marketing Awards.
Webcast: Overcome internal and external barriers to building your brand.
Webcast: Develop effective market strategies for your oncology service line.
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.
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