HealthLeaders Media Marketing Weekly - October 29, 2008 | Looking at Marketing Through the CEO's Eyes View as a Webpage | Subscribe for Free
Looking at Marketing
Through the CEO's Eyes

Gienna Shaw, for HealthLeaders News

Taking in the views of the C-level participants at the recent HealthLeaders Media Top Leadership Teams event through the lens of hospital marketing was a real eye-opener for me. Sometimes it feels like CFOs, CEOs, COOs and other top administrators speak a different language than marketers. In fact, I was pleasantly surprised to hear them use many of the same words and phrases. [Read More]
  October 29, 2008

Editor's Picks
Holy backfire, Batman
Paul Levy, president and CEO of Beth Israel Deaconess Medical Center in Boston, blogs about a union ad campaign called "Eye on BI." The union sent a mobile billboard to a fund-raising event for an affiliated community hospital in Needham, MA. Even staff who are sympathetic to the union's message were "put off and insulted by the campaign," Levy writes. And that claim is backed up by the responses to the posting as well as e-mail responses he reprinted there. "I'm proud of our hospital and your leadership and openness and sense of humor," one commenter said. "I've not had the pleasure of meeting any of the SEIU folks but my response to them would be unprintable." Said another: "As a participant in the Needham event I can tell you that people were quite surprised and upset by this action. People come every year to show support for the local hospital and to help us raise money to take care of our patients. Trying to distract us from that goal shows a lack of respect and concern for all of us who are part of the hospital as well as a total disregard for our patients." [Read More]
Access and convenience—in moderation
How does MinuteClinic maintain a 97% satisfaction rating? The chain offers patients convenience, affordability, quality, and a good experience, says Michael Howe, the organization's former CEO, who spoke at the opening session of this week's Hospital and Physician Relations Executive Summit in Scottsdale, AZ. The model works well for retail clinics, Howe said, but won't always work for hospitals, which should instead focus on segmentation: discovering who their audience is, what they want, and how to best fulfill their needs. Meanwhile, some hospitals are successfully borrowing from the retail model, by offering convenient drive-through flu-shot clinics. The latest is Caritas Norwood, in Massachusetts. Let's just hope that drive-through surgery isn't next. [Read More]
And by 'some of you' I mean 'all of you'
I won't mention any names, but some of you really need to read this article by Dan Heath and Chip Heath, authors of Made to Stick: Why Some Ideas Survive and Others Die about bad PowerPoint presentations. "If constructing a presentation can be pure anxiety, then listening to one can be sheer agony," the authors write. "Both sides dread the experience. It's like a breakup talk with fewer tears and more clip art." One great tip: The phrase "Show, don't tell" does not mean you should search the Web for bad clip art and stock photography. That's decoration, not communication, they write. [Read More]
Social media welcomed to the mainstream
If you've been looking for some solid numbers to use when you pitch a new social media marketing strategy for your organization, you're in luck. A new Forrester Research report has dubbed the use of social networks "mainstream." This year, the report said, 75% of Internet users participated in some type of social media, up from 56% in 2007. And we're not just talking about LinkedIn and Facebook here—blog readership increased too. Forrester found that 48% of respondents have read a blog, up 50% from last year. Also, 35- to 44-year-olds are increasingly joining in on the action as critics and spectators. Looks like a big chunk of your customers is using social networking sites, so get on there and get your name in front of them. [Read More]
Social networks just for patients
A new niche of patients who participate in specific social media are those with long-term and rare illnesses. This New York Times article lists some of the more popular patient blogs and networking sites, where ill and disabled patients tell their stories, join support groups, and share tips about how best to manage their conditions. This last point, however, has alarmed some physicians because most of the patient social networking sites don't monitor the treatment tips for accuracy. Be sure to look at the comments to see what readers think about this issue. [Read More]
Campaign Spotlight
Oh, Baby!
Click to view PDF version.
Emerson Hospital in Concord, MA, recently delivered a bundle of joy: $280,000 for its OB services. The facility is in the midst of a $36 million construction project called Project SCORE (Surgical Center, Obstetric and Radiology Expansion). "This project will add new space, renovate existing space, and include sophisticated imaging and surgical technology," said Christine Schuster, Emerson’s president and CEO, during the groundbreaking. "In the process, we will improve the efficiency of how care is provided." [Read More]
Calendar of Events
Webcasts/Audio Conferences
11/3/08: Financial Meltdown: Managing Through the Crisis

11/13/08: Turn Calls into Customers: Maximize Customer Experience with Your Call Center
From HealthLeaders Magazine
Model for Success

Running a medical group has never been more complex. But many practices have found ways to not only survive—but thrive. [Read More]
Marketing Forum

Putting Your Resources Where Your Priorities Are: So far in 2008 we have endured turmoil in the credit markets, a sea change in regulations and payments affecting physician-hospital relations, and dare we mention the "R" word? If yours is not one of the growing number of healthcare organizations that has formally integrated its strategic and financial planning processes, now is the time. [Read More]
Audio Feature

New York Presbyterian Hospital's John Flanagan discusses how to engage patients and staff in the Planetree's model of patient-centered care through gift giving. [Listen Now]
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Marketing Resources From HealthLeaders Media

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