HealthLeaders Media Marketing Weekly - August 13, 2008 | The ROI of Being Nice View as a Webpage | Subscribe for Free
The ROI of Being Nice
Gienna Shaw, for HealthLeaders News

So I'm thinking of taking a part-time job as a healthcare secret shopper or mystery patient. In the past year, I have been to five different hospitals as a family member or, most recently, as a patient. And since, in the past, I've railed about poor customer service and dirty bathrooms, I figured this time I ought to give credit where credit is due. [Read More]
  August 13, 2008

Editor's Picks
Olympic marketing advice
I'm not big into watching sports on TV, though I will watch golf when I want to doze on the couch—so relaxing. But I am head over heels in love with the Olympics. What does that have to do with healthcare marketing? Keith Jennings offers six marketing lessons from the games, including the power of traditions. "The Olympics has the torch relay, medal ceremonies backed by national anthems, and opening and closing ceremonies. Hamilton Medical Center, in Dalton GA, has the annual Love Light Tree during the winter holidays. The American Cancer Society has the Relay for Life," he writes. "What do you (or can you) offer that brings people together year after year that garners tremendous publicity and good will?" [Read More]
Crank the word-of-mouth volume
Word-of-mouth marketing dead? Say it ain't so! But B2B marketer Michael Antman makes a compelling argument that it doesn't work: It's subjective, it's hard to control, and it's limited in reach, for example. I don't necessarily agree with him, but it's an interesting read and a different take on a tactic that's become a big trend in marketing. He also offers a few suggestions for amplifying word-of-mouth. "Just because word-of-mouth is a grass-roots phenomenon doesn't mean you can't strike a few sparks to help your campaign catch fire," he writes. [Read More]
Heath Ledger's death affects drug marketing
Several pharma marketers plan to use Heath Ledger's death, caused by an improper dosage of prescription drugs, to promote drug safety. Several over-the-counter and prescription drug companies have funded an effort to educate families and prevent teens from experimenting with drugs they find in their medicine cabinets at home. Pharma marketers are taking a risk by drawing attention to the negative side of their products, but surely it's a cause that's worth that risk. Besides, the ads are pretty cool. [Read More]
The fear of feedback
Although Internet blogs and social networking Web sites have totally restructured the way people communicate, the customer feedback form has remained the same. Yes, most companies have "contact us" buttons, but they are one-dimensional and unfriendly, according to this AdAge blogger. He goes on to point out that a patient would be hard-pressed to find any sort of feedback option on a hospital Web site. You have to trust in your brand-loyal patients and be willing to listen if you want to convert those who are not. [Read More]
Campaign Spotlight
Kaiser's Olympic Launch
Click to watch video.
Kaiser Permanente premiered its fifth season of ads during the opening ceremonies of the 2008 Olympics with a message for the world: "Thrive." Previously, the campaign's creative and messages focused on prevention, wellness, and "thriving" at every stage of life. The newest theme will be "Spread Health" and will highlight the work that the organization has done to spread health knowledge to the community. [Read More]
Calendar of Events
8/28/08: Marketing to Physicians: Increase Referrals and Grow Market Share

9/9/08: Marketing Obstetrics: Strategies for Service Line Campaigns
9/17/08: SHSMD Annual Conference, San Francisco

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

10/16/08: HealthLeaders Media Top Leadership Teams, Chicago
From HealthLeaders Magazine
Help the Uninsured (Without Going Broke)

The number of people who can't pay much—or anything—for their care just keeps rising. Some hospitals have found new ways to help them while still protecting the financial health of the hospital. [Read More]
Marketing Forum

Funnel Vision: Do Health Leaders Have Delivery-Model Myopia? Given the nature of today's shifting healthcare landscape, healthcare leaders may have defined their operating model too narrowly, says contributor Preston Gee. [Read More]
Audio Feature

Bob Allen, vice president for public relations and government affairs at Crouse Hospital in Syracuse, NY, shares how his hospital's "Expect the Best" campaign helped the hospital grow its OB market share by 15%. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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Marketing Resources From HealthLeaders Media

Your physician relations program: How to increase referrals and grow market share.
Find out what makes winning hospital campaigns work: Join us in Chicago for the 2008 HealthLeaders Media Marketing Awards.
Get tips, tools, and techniques in our new guide to market research for healthcare marketers.
Downstream revenue in the bank: Strategies for marketing your obstetrics service line.
Overwhelmed by the thought of developing a brand strategy? Start here.
Are you making the most of your call center? Increase cross-sales and boost ROI.