HealthLeaders Media Marketing Weekly - March 11, 2009 | ROI: How do Healthcare Marketers Measure Up?
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ROI: How do Healthcare
Marketers Measure Up?

Gienna Shaw, for HealthLeaders News

Healthcare marketers are sometimes criticized for lagging behind other industries when it comes to measuring the financial return on investment of their marketing efforts. But it turns out they might not be so far behind, after all. [Read More]
  March 11, 2009

Editor's Picks
Are You a Top Leadership Team?
Speaking of marketers being more strategic: Are you part of your organization's leadership team? HealthLeaders Media is gearing up for its fifth year of the Top Leadership Teams in Healthcare program—and I hope to see more marketers in Chicago this October at HealthLeaders Media '09: The Hospital of the Future Now. Why? Because progressive organizations need progressive marketing teams. If you and your organization have an outstanding teamwork story to share, go to the Top Leadership Teams site to learn more about the six categories, download an entry form, and submit your entry. The deadline to submit is April 29. [Read More]
Docs ask patients not to critique them online
Criticism is never easy to take, but with more online review sites popping up, unfavorable comments are becoming unavoidable for most professions—including physicians. Some doctors are fighting back and have started asking patients to sign agreements barring them from posting negative comments on physician ratings Web sites, according to an AP/Yahoo News article. The physicians say they are taking this measure because of concerns about the fairness of the anonymous online reports. Some companies, like one called Medical Justice, will provide physicians with a standardized patient waiver agreement for a fee. The company advises physicians to ask all patients to sign the agreement and refuse care to those who will not. I wonder if these review-wary physicians tried improving their practices' patient experience before asking patients to sign a legally binding document. [Read More]
The dark (and sarcastic) side of Twitter
How do you Twitter? Simply ask yourself "What are you doing?" Then respond "Nobody cares." That's how NPR humorist Brian Unger explains Twitter in his snarky tutorial called "Exploring the Darker Side of Tweets and Twitter." But more than being an instructional guide, Unger divulges his thoughts on the dangers of Twitter and how it promotes narcissism. "Most people are surprised to learn that friends don't care when you're showering, gardening, or working out," he quips. "There's a good reason these activities are hidden: because they're boring and nobody cares." Seems like Unger himself hasn't spent much time on Twitter, because if he did he'd probably realize the site is about sharing links, photos, and ideas—not just what you're having for lunch. Still, listen to his audio report for a good laugh, especially if you haven't yet reached your daily sarcasm quota. [Read More]
Campaign Spotlight
Navigating with Assurance
Click to view PDF version.
When it comes to a mammography, most women want their results as soon as possible, rather than spending time wondering, "what if?" Unfortunately, Bay Area Medical Center in Marinette, WI, was without digital mammography technology, which prompted many patients to travel to a Green Bay facility that offered same-day results. Needing to avoid loss of business and continued outward migration, BAMC brought patients the digital capabilities they were looking for and a message of assurance that they needed. [Read More]
Calendar of Events

4/29/09: Marketing Neurosciences: Service Line Strategies for Marketers

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

Barry Arbuckle, president and CEO of MemorialCare Medical Centers in Long Beach, CA, is one of three C-suite leaders joining us for the March 16 webcast: Solving Your Nurse Shortage: Long-term strategies that work. In this audio clip, he outlines successful cost-saving solutions to the shortage of nurses and nurse leaders. [Listen Now]
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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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