HealthLeaders Media Marketing Weekly - January 28, 2009 | Enough About You, Let's Talk About Personal Branding
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Enough About You, Let's Talk
About Personal Branding

Gienna Shaw, for HealthLeaders News

When I first heard the term "personal branding" I was skeptical and more than a little put off. Really, are we, as a society, so self-obsessed that we think we deserve a brand identity of our own? Of course the answer is yes. [Read More]
  January 28, 2009

Editor's Picks
Big bucks reap big rewards
There's a bigger-than-usual debate this year about whether or not it's worth the big bucks to buy a Super Bowl ad. AdAge reporter Jeremy Mullman calls it a bargain. "The Super Bowl presents not just a huge platform with astounding audience numbers where consumers actually lean forward to watch your ad," he writes. "It also pays surprising ancillary dividends in awareness: reams of press coverage that drive word-of-mouth and stampeding traffic to websites. Most importantly, for the right company, it can establish a relationship with key consumers and sell product." An accompanying chart breaks down the ROI. [Read More]
But buys may be smaller this year regardless
Companies might not agree than spending $3 million on an ad is such a good idea, however. Most companies setting their sites on Tampa, FL, are planning far less than in years past, according to the Phoenix Business Journal. Not surprisingly, the ongoing recession is the most-cited reason for a change of plans, according to the article. [Read More]
Marketing on a prayer
A new room at Aventura Hospital in New York is stocked with kosher food, prayer shawls, and copies of the Torah. It's called the Jewish Hospitality Room and is the most recent of seven such rooms in New York hospitals. The rooms, which are open to patients' Jewish relatives, were created so the devout could uphold their religious practices while visiting hospitalized family—something that is often impossible at many hospitals. Aventura estimates that about 30% of its patients are Jewish, so this effort must be popular in the community. It's a great example of how listening to your patients' needs and making necessary adjustments can lead to niche marketing success. [Read More]
What hospitals can learn from a Disney vacation
While on his annual Disney cruise this month, blogger and healthcare consultant George Van Antwerp experienced a few cruise-ship practices that he thinks should be adopted by hospitals. He noticed that each actor in the on-board productions is equipped with two microphones and two batteries as a precaution. And, if both of those somehow fail, there is a recording of each actor's part standing by so that they could lip synch in an audio emergency. "Why don't we have that type of redundancy (without adding cost) in the healthcare system?" Van Antwerp asks. [Read More]
Campaign Spotlight
You're a Brick House
Click to view PDF version.
Though most hospitals boast high-tech equipment and service line specific specialties to describe what they're made of, Lexington Medical Center in West Columbia, SC, decided to look beyond it's exterior and it's technological capabilities to the people that have helped to make it a market leader and a generally friendly place to be. [Read More]
Calendar of Events
Webcasts/Audio conferences

2/24/09: Form 990H: Act Now to Protect Your Reputation

On Demand: 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
Flat-World Healthcare

Globalization is no longer an uncertain trend in the distant future. U.S. providers must refine their organizational strategy to compete in a marketplace that is broader than ever before. [Read More]
Service Line Management
A Spinal Shift

As minimally invasive procedures consume a larger portion of spinal care, provider organizations have many opportunities—and challenges—in an increasingly outpatient service line. [Read More]
Marketing Forum

Experiencing What the Patient Experiences: Care is not a just sterile and clinical?there are real patients that administrators and marketers seldom see, says contributor Anthony Cirillo. And those patients need a complete healthcare solution and experience, he says. [Read More]
Impact Starts with Our Thoughts and Actions: For some healthcare marketers, the professional outlook is very uncertain and subject to change at a moment?s notice. While it?s easy to take a wait-and-see attitude, HealthLeaders Media contributor Kriss Barlow suggests doing just the opposite. Harness your inner spirit and proactively seek to grow your role and your personal standing within the organization, she says. [Read More]
Audio Feature

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

Are you ready for IRS form 990H?
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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