HealthLeaders Media Marketing Weekly - September 17, 2008 | 2012 Vision: The Future of Healthcare Marketing View as a Webpage | Subscribe for Free
2012 Vision: The Future
of Healthcare Marketing

Gienna Shaw, for HealthLeaders News

As the annual Society for Healthcare Strategy and Market Development conference gets underway this week, organizers are looking to the future, asking what their customers will want in 2012 and beyond. Can you say the same? [Read More]
  September 17, 2008

Editor's Picks
All's fair in sponsorship and football
Next time you watch the St. Louis Rams football team play, you might want to pay closer attention—especially when the sportscaster begins a sentence with "Brought to you by." St. Louis University Hospital recently bought the rights to be called the Rams' official hospital. But if you think this means the injured players are treated by SLU Hospital doctors, you'd be wrong. After some skeptics questioned this tactic, the hospital's marketing department responded bluntly. "We're not out there trying to say we take care of the Rams," said Laura Signaigo, director of marketing and communications. "This is a marketing agreement." Bad news for the fans who might have been hoping to run into the star quarterback in the waiting room. [Read More]
Boomer 2.0
If your organization is having trouble reaching out to boomers, try getting through to them on MySpace or Facebook. Seriously. According to a new study, boomers are following their kids and are becoming more active online, with 41% having visited a social networking site and 61% having visited a streaming video site. Not convinced? Well, BMW is. The company, whose average customer is 45 years old, used Facebook to promote its new 1-Series earlier this year. [Read More]
Relax your way to a better patient experience
No matter how safe, modern, and friendly your hospital is, most people want to avoid being a patient there at all costs. No one wants to get sick—that won't change—but some hospitals are taking an extra step to make their patient experience that much more inviting. According to a new American Hospital Association study, 37% of hospitals make complementary and alternative treatments available. Whether it's a massage to calm an IV-wary patient or music therapy to soothe the healing, patients will remember their relaxing experiences and tell their friends, relatives, and neighbors. [Read More]
Name it, they will criticize
A nonprofit hospital in Indiana is taking some heat after it shelled out big bucks for the naming rights of a local baseball stadium, and not even a major league one at that. Parkview Health will pay $300,000 a year over the next 10 years so the region's minor league baseball team's ballpark will be called Parkview Field. Although the hospital says it plans to center community outreach work around its new namesake, some local activists are not happy. "There have to be better things to spend $3 million on," said one critic. The hospital, of course, argues that the much needed name recognition will attract more patients and ultimately result in better care for the community. [Read More]
Campaign Spotlight
Annual Reports: Not Just for Financials Anymore
Click to view Web site.
No matter the industry, annual reports have been seen primarily as a tool for reporting financials to investors. One hospital, though, is holding the annual report to a completely different standard: as a vehicle for fundraising, involvement, and community awareness. Monroe Carell Jr. Children's Hospital at Vanderbilt in Nashville started doing annual reports after a move to a new facility. "We started doing this to make ourselves more known," says Jessica Ennis, publications editor for Monroe. [Read More]
Calendar of Events
10/28/08: Case Studies in ER Marketing: Three Targeted Efforts That are Getting Results
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
10 Events That Could Change Healthcare
No one knows what the future holds, but several scenarios could significantly alter the healthcare landscape and pose formidable strategic, financial, and clinical challenges for senior leaders. Get ready. [Read More]
Marketing Forum

Connect Branding to the Bottom Line: In Part 1 of a two-part series, HealthLeaders Media contributor Gabrielle DeTora outlines a plan for CFOs to measure true return on investment from your marketing team's efforts. In part 2, DeTora goes through steps to improve ROI once you're able to measure it.
Audio Feature

It's a considerable accomplishment to be included in Fortune magazine's "Top 100 Companies to Work For." But it's even more remarkable to be included with the likes of Google, General Mills, and Nike for nine straight years. It's more remarkable still when your company is a small community hospital. Bill Powanda, a vice president at Griffin Hospital in Derby, CT, explains what makes his hospital such a great place to work. [Listen Now]
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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.
Are you making the most of your call center? Increase cross-sales and boost ROI.