HealthLeaders Media Marketing Weekly - September 10, 2008 | You Need a Different Differentiator View as a Webpage | Subscribe for Free
You Need a Different Differentiator
Gienna Shaw, for HealthLeaders News

I've been thinking lately about the ways hospitals differentiate themselves. It seems as though, for hospitals, there's a limited number of market positions to stake out. High-touch/high-tech, top 100 hospital, best quality, most caring: Blah, blah, blah. At what point do these descriptors—and let's face it, they're clichés—become totally meaningless? I'm thinking that point is just about now. [Read More]
  September 10, 2008

Editor's Picks
Three ways to measure advertising ROI
This chart and short article present ROI in a way that won't give you a math headache. It lays out when to test marketing campaigns and then suggests methods based on whether you're doing the testing in-house, with a budget under $30,000, or with a budget of more than $30,000. Not every test is right for your marketing objectives, the article notes. A test that works well against one strategy may not work well or provide the same ROI when applied to a different strategy. The chart is designed to help determine what to test—and in which circumstances. [Read More]
A new twist to the medical tourism
Good news for U.S. hospitals—sort of. According to this article, more U.S. employers are encouraging workers to travel stateside for medical care rather than travel abroad. The trend is spurred by geographical variations in the quality and cost of healthcare within the United States. So whether this is good news or bad depends on your location. Another interesting trend noted in the article: Some employers are using their arrangements with foreign hospitals to secure better rates with U.S. hospitals that are eager to keep American patients here. [Read More]
The billion-dollar competition question
Here's more evidence of how mere competition has turned into a full-on battle for market share—and the fact that such dramas are increasingly being played out in the local press. St. John Health this month opens a new Novi, MI, hospital while a Henry Ford Health System facility is set to open its doors by March in West Bloomfield, MI. Given stagnant population trends, the two new hospitals and their competitors may find it hard to make money, the Detroit Free Press writes. "How will they do? That's the billion-dollar question for every other health system," Steve Paulus, vice president of planning and network development for the St. Joseph Health System, tells the paper. "When you overlay new capacity on a market that is not growing, clearly you up the competitive ante somewhat," he said. [Read More]
Oh, those filthy rich hospitals
Many employees facing higher healthcare deductibles will assume the money is going right into their local hospital's bank account, writes Stephen Texeira. "Because, as we all know, hospitals are fabulously wealthy and making their money off the backs of the communities in which their located." He's being tongue-in-cheek, of course, but he makes the excellent point that hospitals aren't doing much to counter the perception. And perception, as we all know, is reality. [Read More]
A quick note on saying thanks
This short but sweet post is an example of how healthcare organizations can learn from those pesky drugstore clinics that are popping up all over the place. Here's a hint: It has to do with customer service. Imagine that: learning about customer service from a retail organization. [Read More]
Campaign Spotlight
$1 million closer to a $175 million touchdown
Click to view PDF version.
The fundraising end zone is in sight at Riley Hospital for Children, thanks to a $1 million gift and pledge for continued support from the Indianapolis Colts. Riley Hospital for Children in Indianapolis received the gift to assist with an ongoing capital campaign called "Riley's Hope Happens Here: The Campaign for Indiana's Children," which has a goal of $175 million. "This franchise had brought tremendous recognition to Indiana because of its athletic accomplishments but also because of its outstanding work on behalf of the community." Riley Children's Foundation Board of Governors Chairman Jim Morris said in a statement. [Read More]
Calendar of Events
10/28/08: Case Studies in ER Marketing: Three Targeted Efforts That are Getting Results
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

Learn how three hospitals improved their bottom line with effective ER marketing.
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.
Overwhelmed by the thought of developing a brand strategy? Start here.
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