HealthLeaders Media Marketing Weekly - February 18, 2009 | OK, We're on Facebook. Now What?
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OK, We're on Facebook. Now What?
Gienna Shaw, for HealthLeaders News

Everybody's talking about social media, but it's hard to find examples of how, exactly, hospitals can use it to build their brand, create buzz, connect with physicians, and educate patients. One hospital that's getting it right: Henry Ford Health System in Detroit. I asked William Ferris, Web manager at Henry Ford Health System, about the organization's social media efforts. [Read More]
  February 18, 2009

Editor's Picks
IRS Community Benefit Report Released
The government has finally released its study on nonprofit hospitals' community benefit and executive compensation practices and reporting—and healthcare marketers are getting ready to communicate what the report means to their communities. Among the key findings of the survey of 500 nonprofit hospitals: The average amount of total revenues spent on community benefit was 9%; the median 6%. The average and median total compensation amounts paid to the top management official were $490,000 and $377,000, respectively. [Read More]
990H tools and resources
Need a crash course in community benefit reporting and form 990, schedule H? Here are several sources and resources to help you understand what this new form of transparency will mean to your organization, so you can better tell your story when those reporters start calling. [Read More]
You might have a leaky Web site if . . .
You can have all the Web traffic in the world, but if it isn't driving business, it won't help you achieve your marketing goals. If your conversion rates are low and your bounce rates are high, you have a leaky Web site. How to fix it? Here are some practical ideas, such as making sure your content is customer-focused and making it easy for visitors to contact your organization. That last one might sound like a no-brainer, but as a frequent visitor to hospital Web sites, I'm often amazed at how difficult it is to find a phone number and address. [Read More]
Branding is more than an advertising campaign
There are 10 steps to creating a brand (cleverly, they all start with the letter c), including collaborate, consider, capture, clarify, and cultivate, writes Tom DeSanto, executive vice president at Red Lizard Creative in San Diego. Note that "campaign" doesn't make the top five. "Often marketers focus first on developing a campaign to define and communicate the brand without developing the relationships that bring the brand to life," he writes. [Read More]
Campaign Spotlight
Take Care, New York
Click to view PDF version.
New York City's Health & Hospitals Corporation had challenging business goals that seemed, at first, at odds: To create a campaign that could reach out to the increasing at-risk, multi-cultural, New York City population and also lower the costs of bad debt, caring for the uninsured, and providing charity care. Working with its agency, Princeton Partners Health in Princeton, NJ, the team started by integrating two of HHC's major healthcare plans: the Child Health Plan and the Family Health Plus plan. [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
From HealthLeaders Magazine
Back to Basics

The strategy for surviving the economic downturn? Invest in core strengths, scrutinize staffing and operations, seize partnership opportunities—and get down to work. [Read More]
Service Line Management
Essential and Expensive

Patient demand for intensive care services continues to rise—but ICUs cost a ton of money. Here's how some providers are making intensive care worth their financial while. [Read More]
Marketing Forum

Shifting Responsibilities: Right now, many healthcare marketing leaders' days may be filled with traditional public relations and advertising chores. But according to the 2009 HealthLeaders Media Industry Survey, those leaders think that's going to change—dramatically—in the next three years. Marketing leaders also responded to questions about their relationship with their CEOs and their physician relations tactics. [Read More]
Audio Features

HealthLeaders Media Editors react to the findings of the Industry Survey 2009. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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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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