HealthLeaders Media Marketing Weekly - September 3, 2008 | Marketing Mortality Rates View as a Webpage | Subscribe for Free
Marketing Mortality Rates
Gienna Shaw, for HealthLeaders News

On August 20, CMS released mortality rates for every hospital in the country based on patients who died within 30 days of being admitted from a heart attack, heart failure, or pneumonia. Here's a tagline for your next ad: "Our hospital kills fewer patients than the other guys!" [Read More]
  September 3, 2008

Editor's Picks
Minnie patients get Goofy
What happens when Disney "imagineers" design a hospital? Florida Hospital's planned children's hospital, the first to bear the Walt Disney Co. name, will feature Disney characters and other child-friendly designs. In the lobby, children will draw on a cave wall, create jungle sounds, fish for virtual salmon, or play with bubbles and dancing sea horses. In the evening, the lobby will feature constellations on the ceiling and music created by patients. There's a serious side to the hospital, as well: pediatric programs will include advanced surgery, oncology, neurosurgery, cardiology, and transplant services. The hospital is set to open in mid-2009. [Read More]
Celebs have HIPAA rights, too
"In a celebrity-mad culture in which stars' medical problems have high news value and tabloids have deep pockets, the people's right to know about [celebrities' hospitalizations] trumps celebrities' right to keep their medical records private," according to this article in USA Today. And although celebrities whose personal health information has been leaked to the press can sue the hospital or seek prosecution against the hospital employee who leaked the information, that costs money and time and just perpetuates the story, the article notes. But is that really the point? Do you want your hospital to be known as the place where celebrities are treated with dignity, privacy, and respect? Or do you want to be featured in the next tabloid headline about the health problems of the stars? What would you do if one of your employees leaked private healthcare information about a celebrity in violation of HIPAA rules? [Read More]
Possible penalties for privacy violations
In fact, in the future you might not have any choice but to have a plan to protect private health information. California—often a bellwether state—is considering regulations that would clamp down on misuse of medical records. Alarmed by breaches in which UCLA Medical Center employees snooped in the confidential records of celebrities, California lawmakers are considering new oversight and stiffer penalties for such breaches. If approved, the legislation would create a new agency with the power to review privacy plans and violations and assess fines of up to $250,000 against people and healthcare organization who violate patient privacy. [Read More]
DTC not all it's cracked up to be
That bee with the French accent might be a memorable mascot, but he may not have as much effect on consumers as the pharmaceutical industry had hoped. According to a recent study, direct-to-consumer pharma marketing might not actually result in any added customers. The study suggests that drug ads may increase awareness of a certain condition's symptoms and get those afflicted to visit a doctor, but it doesn't necessarily mean they will choose the drug they saw in the commercial. Drug companies spent an estimated $4.24 billion on direct-to-consumer ads in 2005, which is three times what they spent in 1996. [Read More]
Campaign Spotlight
Storybook Success
Click to view Web site.
Once upon a time a hospital created an advertising campaign that told its story through the success stories of its doctors and patients. The moral of that story? Increased community awareness is possible with a unique creative strategy. According to Children's Hospitals and Clinics of Minnesota in Minneapolis, everyone involved with the facility had a story to share of an experience they had with a patient. Using that as motivation, Children's decided to do a campaign that would showcase those stories, using them as a powerful way to deliver a message of care. [Read More]
Calendar of Events
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

10/26/08: Hospital & Physician Relations: An Executive Summit, Scottsdale, AZ
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

Developing New Approaches for a Changing Work Force: In 2006, two workers left the work force for every one entering it, and this trend will continue into the foreseeable future. Many employers recognize this coming shortage and are taking steps to create programs that attract potential candidates. But because of the differences among the four generations in their lifestyles, work styles, and psychographics, devising the right program can be a challenge. [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

Find out what makes winning hospital campaigns work: Join us in Chicago for the 2008 HealthLeaders Media Marketing Awards.
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