HealthLeaders Media Marketing Weekly - August 27, 2008 | When You Assume . . .You Alienate Boomer Women View as a Webpage | Subscribe for Free
When You Assume . . .
You Alienate Boomer Women

Gienna Shaw, for HealthLeaders News

There are two demographics that healthcare marketers most pine for—two groups that have a huge impact on the financial health of healthcare organizations. The first is women, and the second is the baby boomer generation. So what does that make women boomers? I'm not sure there's a superlative strong enough to describe their importance to healthcare marketers. [Read More]
  August 27, 2008

Editor's Picks
Ignorance is not always bliss
We've all heard the old saying "no news is good news." But when it comes to the phrase "no comment," consumers always assume the worst. In this blog post the writer reflects on how poorly most hospitals react when a staff member makes a medical mistake that makes the news. Sure, all hospitals face clinical mishaps from time to time, but sticking your organization's figurative head in the metaphorical sand is not the best way to deal. Meanwhile, "no comment" looks pretty good compared with a few of the quotes this blogger dug up. If nothing else, tell your clinicians to avoid telling reporters that sometimes "all the holes in the Swiss cheese line up and something falls in." True story. [Read More]
The ROI of smiling
Imagine you're eating in a world-class restaurant. The table linens are starched, the wine glasses are spotless, and the silverware is, well, silver. But the service stinks. Chances are, you're not going to go back. The same mentality works in hospitals. This blogger points out that your facility can stock its rooms with luxurious items and create a soothing atmosphere, but if the doctor or other staff members are rude or inattentive the patient will remember that poor experience. "A great bedside manner goes a long way, as does a smile," she writes. "Taking time (even when it feels like there is none) to talk with patients and get to know them makes people feel better." [Read More]
Seek and ye shall self diagnose
It is not a coincidence that there are numerous sitcom episodes and TV commercials that feature a hypochondriac using an online medical encyclopedia to self-diagnose. This may be a case of art imitating life: More people are looking up health information online than ever before. According to a recent Center for Studying Health System Change report, 56% of adults in the U.S. sought information for a personal health problem, up from 38% from 2001. The number of health searches done online doubled over the six-year period to 32%. And while Internet searchers can probably find all the facts they're looking for on one of the more well-known sites, it's still a good idea to get as much health info as possible on your facility's site. And once it's up there, be sure to optimize it for search engines or no one will ever find it. [Read More]
Commercial-free CME
Taking a ban on gifts from pharmaceutical reps to physicians one step further, The Stanford (CA) University School of Medicine will no longer accept support from pharmaceutical or device companies for specific programs in continuing medical education, saying it may compromise the integrity of these education programs. The action builds on a 2006 policy that banned gifts, including free meals, and industry marketing at the Stanford University Medical Center. [Read More]
Labor pains
Ouch: Losing a specialist just when you've placed a strategic focus on his or her service line sure can hurt. Just ask Avera Queen of Peace Hospital in Mitchell, SD. After it opened a new $3.2 million maternity ward with spa-like amenities for patients, the hospital actually experienced a drop in the number of babies delivered there. The reason, according to hospital officials, is the retirement of a doctor, who has yet to be replaced. Trish Delaney, vice president of marketing and foundation at the hospital, said that although the hospital had 22 fewer births than the previous fiscal year, the numbers are starting to rise again. [Read More]
Campaign Spotlight
Recruitment Campaign Asks Nurses to Say 'Ahhhhh'
Click to view PDF version.
Unlike many recruitment campaigns that aim to fill a defined number of openings, Jefferson Regional Medical Center's (JRMC) nurse recruitment campaign focused on general outreach. JRMC, located in Pittsburgh, decided to take an approach to the national nursing shortage problem that was different from all the other hospitals competing to fill positions. Using common nursing phrases, the JRMC ads invite nurses to breathe a sigh of relief—because they've finally found a facility that recognizes their needs. [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

Online Wait Times Give Patients a Say in Their Care: Patients don't like to wait for care, but a study released in June by Press Ganey says hospitals that keep their patients informed and updated about wait times in the emergency department have better patient satisfaction scores. This was hardly news for those at Mountain States Health Alliance, a 14-hospital system based in Johnson City, TN. MSHA has posted its ED wait times online for more than four years, and patients have enjoyed the option of selecting the MSHA ED with the shortest wait time to meet their healthcare needs. [Read More]
Audio Feature

Deborah Chiaravalloti, vice president of public relations and marketing for Anna Jaques Hospital in Newburyport, MA, discusses how she increased top-of-mind awareness at her hospital from 17% to 68% in just two years. [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.
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