HealthLeaders Media Marketing Weekly - March 4, 2009 | Take a Team Approach to Internal Communications, Recruitment
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Take a Team Approach to Internal Communications, Recruitment
Gienna Shaw, for HealthLeaders News

Although it might not at first seem obvious, the fact is that there are a lot of parallels between the marketing department and the human resources department. What do marketing and HR have in common? Marketing is responsible for communicating to all customers. And employees and prospective employees, both within the purview of HR, are, after all, customers. Some hospitals get this, taking full advantage of the expertise and talent available in both departments to deliver a strong message. [Read More]
  March 4, 2009

Editor's Picks
HealthLeaders Media Marketing Awards contest opens
The Marketing Awards entry period opened on Monday. This year's contest contains 22 categories—including ones for health plans and physician practices—which means all entrants have even more opportunities to win. The HealthLeaders Media Marketing Awards contest is different from other marketing award programs because it rewards campaigns that exhibit strong ROI and a thoughtful, well-executed strategy in addition to attractive creative. "Awards based on creativity and executions are wonderful, but the ones that really are coveted in my book are those based on results—the real measure of your marketing efforts," says Susan E. Dubuque, president of Neathawk Dubuque & Packett, who has been a member of the judges' panel for three years. "Who wouldn't be proud to win a HealthLeaders Media Marketing Award? This is an achievement that will make even your CFO smile!" Visit to view contest details, read about previous events and winners, and download the entry submission form. The deadline for submissions is May 29. [Read More]
Twitter bullies and other social media pitfalls
It seems that in the past few months the business world has gone Twitter crazy, with companies trying to sell their concepts, products, and services to consumers 140 characters at a time. But in all the micro-blogging frenzy, few organizations have stopped to consider the pitfalls—and there are pitfalls. This Marketing Profs article gets into some possible trouble areas that could come with corporate tweeting and gives advice on how to avoid them. Trolls, for example, are nefarious Twitterers that "brandjack" companies by creating similar user names and posting malicious tweets. And the worst part is, there's not really much you can do other than block them and hope they go away. Think of it as the jungle gym approach to social media. [Read More]
Public hospitals under fire in Florida
A different kind of healthcare ad campaign launched in Florida this week—a series of attack ads blasting Miami-area public hospitals for receiving an unfair share of government money. The group responsible for the ads, which is backed by a for-profit hospital chain and Associated Industries of Florida, says state and federal money is unevenly distributed by a biased council to hospitals that provide the most care for the poor and uninsured. Meanwhile, the public hospitals say they deserve the biggest share of taxpayer money because they provide the most care for the needy. The ads themselves, two of which are featured in this Miami Herald article, show council lobbyists stuffing dollar bills into hospital executive pockets. Ouch. [Read More]
Due to reporting and editing errors in last week's Campaign Spotlight, In the Red, we incorrectly reported the location of Miami Valley Hospital, which is in Miami, OH, and misspelled the name of Anne Bassett, SPM's vice president and account director. Although the errors were discovered and we quickly corrected the online article, HealthLeaders Media regrets the error.
Campaign Spotlight
'You're Expecting the Best. We Deliver.'
Click to view PDF version.
Many patients today are also savvy consumers. They want the best and they're willing to shop around to find it. So, what's a hospital to do to capture market share and attention? In the midst of renovations and an increasingly competitive market, the Reading Hospital and Medical Center in West Reading, PA, decided the best way to satisfy the needs of today's patient was to provide a five-star experience. [Read More]
Calendar of Events
Webcasts/Audio conferences

3/20/09: 5 Ways to Improve the Patient Experience at Your Hospital

On Demand: Form 990H: Act Now to Protect Your Reputation

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

Ten ways one hospital tells its community benefit story (And how you can, too): All of the nation's nearly 3,000 nonprofit hospitals are increasingly being called upon to defend their tax-exempt status by demonstrating, in a quantifiable manner, the benefits they bring to their communities. Telling this story and comparing one hospital's performance to another is not as simple as it might appear because there does not presently exist any uniform reporting standard or a universal method for calculating economic value, says contributor Jane Haderlein. [Read More]
Audio Features

HealthLeaders Media Editors react to the findings of the Industry Survey 2009. [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

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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