HealthLeaders Media Marketing Weekly - February 4, 2009 | It's Time to Re-envision your Vision Statement
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It's Time to Re-envision
Your Vision Statement

Gienna Shaw, for HealthLeaders News

How do you grow?or at least protect?market share when money for new buildings, more docs, the latest equipment, and aggressive marketing campaigns is scarce? To get through the current economic climate and, even more importantly, be positioned for success when the recovery comes, St. Vincent Carmel (IN) Hospital is going back to basics. [Read More]
  February 4, 2009

Editor's Picks
The truth about women and social media
More than a year ago, John Luginbill, CEO of The HeavyWeights agency in Indianapolis, told me that women age 55 and older were taking over social media and the Internet (or words to that effect). And I didn't believe him. Sure enough, here's an article that substantiates the claim: New data shows women age 55 and over—a group sought-after by healthcare marketers—are the fastest-growing U.S. demographic group on Facebook in the last three months. The number of women on Facebook is growing faster than men in almost every age group, and women now make up 56.2% of users. [Read More]
Watch your step when marketing on Facebook
As if it's not hard enough figuring out how to use new and social media effectively, now you have to worry about how not to market online. This cautionary tale goes beyond good online manners, or netiquette: If you use Facebook to network and informally promote your organization to your target markets, you will soon run into Facebook site rules designed to limit overt promotions. This author offers some information about these limits and advice from three Facebook experts to smooth your path. [Read More]
Is your Website ready for the "new info" consumer?
When you want information about a service or product, where do you turn? For the new breed of consumer, the go-to information destination is the Internet. But, this Wall Street Journal article argues, perhaps the single most neglected trend out there is the move towards more hard-nosed information-based shopping and purchasing. "These shoppers have the Internet at work, typically hold information-based or office-park jobs, have some college or grad school, and are often making ends meet with two jobs, kids, and pets on a middle or upper-middle-class income," according to the article. Sounds like a healthcare consumer to me. [Read More]
Super buy at a bargain price
I'm the kind of person who fast forwards through the Super Bowl in order to watch the ads. So hooray for Miami-based Leon Medical Centers Health Plans, which made a huge marketing push during the Super Bowl—rubbing elbows with the nation's advertising biggies, according to this Miami Herald article. But wait, you say: The organization spent $30 million for a 30 second spot? Nope, it purchased local spots for much less and the viewer was none the wiser. "It gets that buzz going," Leon spokesman Rebecca Larger told the newspaper. "It gets the phones ringing. It does not necessarily reach our demographic [senior citizens on Medicare] but it definitely targets the children, the sandwich generation, the decision-makers for the seniors." [Read More]
Campaign Spotlight
It's Critical
Click to view larger version.
How do you successfully advertise critical care—a service that most patients don't think about until they need it? Virginia Commonwealth University Medical Center, in Blacksburg, VA, recently opened its Critical Care Hospital. They also launched a campaign to raise awareness of the new services to the community. The multi-integrated campaign started with an internal communications effort followed by an external campaign that focused on four critical care specialties: burn, heart, cancer, and NICU. [Read More]
Calendar of Events
Webcasts/Audio conferences

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

3/20/09: Experience Design: Moving Beyond the Brand Promise in Healthcare

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
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

Shawn Evans, MD, an attending emergency physician at Scripps Memorial Hospital in La Jolla, CA, shares strategies to improve patient throughput and customer service in the ED. [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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