HealthLeaders Media Marketing Weekly - January 14, 2009 | Self Help: Set Your Marketing Priorities
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Self Help: Set Your
Marketing Priorities

Gienna Shaw, for HealthLeaders News

In the spirit of the New Year, I'm reading three—that's right, three—self-improvement books that I hope will help me be better organized and more efficient at home and at work. I want to learn how to get more done in less time, so I have more time to enjoy my life. These days—with staff dwindling and budgets disappearing—doesn't everybody? [Read More]
  January 14, 2009

Editor's Picks
Talking to strangers
Your mother always said you shouldn't talk to strangers. That holds true in marketing—you must know your customers well enough that you can talk to them in their own language. Once you break through the noise surrounding your message, you can effectively reach your listener. But how? "The first step is talking to this listener in her language and saying something she wants to hear," writes healthcare marketing consultant Kelly Robbins. "The best and easiest way to do this is to know who she is—that's how you talk to her and get her attention. That is where you start. Know your ideal client." [Read More]
Survival of the fittest hospitals?
An interesting take on the explosion of brands that are dead or dying: It's a good thing. "It is brand Darwinism at its best, survival of the fittest," writes Laura Ries, president of Ries & Ries, an Atlanta-based marketing strategy firm. "We simply have too many of everything. Too many clothing stores, too many gas stations, too many malls, too many sandwich shops, too many coffee shops, too many furniture stores, too many car dealers, too many condos, too many real estate agents." Should we add hospitals to her list? [Read More]
10 tips for online marketing success
From social media to blogs, there are so many ways to market your organization online it's hard to know where to start, let alone plan a successful strategy. But this Marketing Profs article lists the top 10 tactics that marketers should adopt to see online success in 2009. Company blogs and other social media should be sure to share and borrow content. If your site is too self-promotional, online readers won't read it for long. The article also suggests that all online marketing strategies prioritize fostering consumer participation. Online, a few comments can quickly turn into a community. And now, more than ever, it's important to create an open dialogue with customers. [Read More]
I blog, therefore I am
Blogs are an effective way to communicate your hospital or health system's mission and share news with the community, but many organizations struggle with how often to update the site. The rule: don't force it, says Seth Godin, the marketing guru, who is featured in this AdAge article. "I also find that writing twice as long a post doesn't increase communication, it usually decreases it," he says. "And finally, I found that people get antsy if there are unread posts in their queue." The bottom line—if your organization has something worth sharing, share it. But if it doesn't, don't sweat it. [Read More]
Campaign Spotlight
Focus on Focus Groups
Click to view PDF version.
Known to many as "the baby hospital," Hillcrest Hospital in Mayfield Heights, OH, had a positive, recognizable image in a competitive market. But Hillcrest wanted to expand its offering beyond OB/GYN services and it needed a way to communicate that fact. A sophisticated service line campaign was just the thing it needed to rally the community behind its efforts and create a new brand image. [Read More]
Calendar of Events

1/28/09: Strategic Marketing Lessons from Other Industries: 5 Innovative Ideas That Work

On Demand: Proving Real ROI: The Bottom-Line Impact of Your Healthcare Marketing

On Demand: Use Call Centers to Grow Market Share and Measure Marketing ROI

On Demand: Marketing to Physicians: Increase Referrals and Grow Market Share

On Demand: Marketing Obstetrics: Strategies for Service Line Campaigns
From HealthLeaders Magazine
20 People Who Make Healthcare Better

In our annual HealthLeaders 20, we offer profiles of individuals who are making a difference in today's complex healthcare world. [Read More]
Service Line Management
Here Come the Seniors

The influx of baby boomer patients promises to increase the already high demand for senior services. But the prospect of expanding a service line that relies so heavily on Medicare has some hospital leaders jittery. [Read More]
Marketing Forum

Use Report Cards to Tell Your Hospital's Quality Improvement Story: Today, hospitals mostly leverage report card services conducted by organizations or develop their own report cards based on data assembled by outside organizations. Whatever route your organization uses to collect and display its quality improvement information is fine, but is your organization smartly reporting the data? Hospitals need to closely look at report cards as a tool to document their course through the storm toward improvement and best possible care, says contributor Veronica Hunt. [Read More]
Audio Features

Diane Stover of Memorial Hospital and Health System in South Bend, IN, talks about how healthcare organizations can benefit from conducting "innovisits" with companies in other industries. [Listen Now]
Patsy Metheny, an independent community benefit consultant, talks about the role of hospital and health system marketers in reporting community benefit activities. [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

What can healthcare learn from other industries? Plenty.
Boomers, women, millennials, and more: Learn how to reach them with this guide to niche markets.
Get ready to be inspired: Check out the 2008 edition of Hospital Campaigns That Work.
Free download: A Marketer's Guide to Market Research.
How transparent are you? Use these case studies from healthcare organizations across the nation to benchmark your efforts.
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