HealthLeaders Media Marketing Weekly - October 8, 2008 | Picture This: Creating a More Flattering Image of your Hospital
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Picture This: Creating a More Flattering Image of your Hospital
Gienna Shaw, for HealthLeaders News

In look and feel, hospital ads run the gamut from slick to sloppy. The main culprit for ads that look less than professional? Bad photography. And, oh! There are so many different kinds of bad photography that shows up in healthcare advertising. [Read More]
  October 8, 2008

Editor's Picks
Strategically stretching your marketing dollars
Sixty-five percent of chief marketing officers said in a recent survey that the economy will force them to cut advertising, but that they'll put more of what they do have to spend in digital and interactive marketing. Sure, online marketing is cheaper, but is it as effective as print, TV, and other more traditional mediums? Even if your budget is dwindling, there are more effective ways to market an organization than online—especially in healthcare. The less money you have to spend, the more strategic you have to be about spending it. [Read More]
Six (affordable) steps to measure marketing ROI
Have you been avoiding accountability, analytics, and ROI because you think it's too hard? This article argues that it's time to get over it. "ROI is important for accountability—besides being able to justify spending and enable us to run the marketing organization more effectively and efficiently, knowing what is and isn't working helps marketing achieve greater influence and serve in a more strategic role," the authors write. They offer six affordable steps to tackle this tough task. [Read More]
Smaller target audiences can save money, too
Here's one more tip for marketing in a tough economy. This author says "nano-niche" marketing—targeting very small but engaged groups of consumers—is not only more effective but can also save money in the long run. How can you do nano-marketing if your brand is designed to be sold to a wide audience? It's more work for the marketing team but often far less investment in media buys, the author writes. "So, you may spend a bit more on salary, but a lot less on ads. That's because you're relying on content, blogs, search optimization, and reaching out to extremely small (but ripe for the plucking) lists and media outlets." [Read More]
HealthLeaders Media Survey Invitation
Want to find out what your peers from all segments of the healthcare industry—including hospital and health system marketing—are really thinking? You can add to the discussion by participating in a true cross-industry survey of healthcare leaders. The HealthLeaders Media Industry Survey 2009 is seeking input from CEOs marketing, finance, technology, physician, health plan, and quality leaders, as well as leaders at community and rural healthcare organizations. This survey project will provide information and insights you can't get anywhere else. Look for the results in the February 2009 issue of HealthLeaders magazine and at We appreciate your help, so as a thank you, we'll enter your name in a drawing for a $500 American Express gift card. Be sure to include your contact information when you answer the survey. As you know, we value your privacy and your trust. The survey is anonymous and your contact information will not be given or sold to any third party. Period. Thanks again for sharing your insight with us. [Take the Survey Now]
Campaign Spotlight
A Cross-Country Campaign
Click to view PDF version.
Ellsworth (KS) County Medical Center wants to convince its patients to walk across the United States. And most will do so without leaving Kansas, or even Ellsworth. The hospital is promoting a program called WOW, or Walking off Weight, which aims to encourage locals to become more active and healthy. [Read More]
Calendar of Events
10/28/08: Case Studies in ER Marketing: Three Targeted Efforts That are Getting Results

11/13/08: Turn Calls into Customers: Maximize Customer Experience with Your Call Center
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

The New C-suite: Sailing the Seven Cs (Part 2): Healthcare leaders need to reinvent the C-suite and establish a new set of leadership skills to help them address the challenging nature of hospital-physician competition and collaboration. [Read More]
Audio Feature

Ronald Miles, MD, a cardiothoracic surgeon, discusses Aspirus Wausau (WI) Hospital's strategy to expand its target area by participating in a domestic medical travel network. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

Contact Lisa Brown, Director of Integrated Sales, at or call 781.639.1872.
Marketing Resources From HealthLeaders Media

Use your call center to measure marketing ROI.
Give your ER marketing efforts a booster shot.
Encourage meaningful patient experiences in your organization.
Make your healthcare marketing research more effective.
Reach out to niche audiences.
Check out the latest examples of Hospital Campaigns That Work.
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