HealthLeaders Media Marketing Weekly - March 25, 2009 | To Get More Media Coverage, Think More Like the Media View as a Webpage | Subscribe for Free
To Get More Media Coverage,
Think More Like the Media

Gienna Shaw, for HealthLeaders News

Want to know what stories reporters will be calling you about next—before the phone rings? Want to send a pitch that reporters will actually read and respond to? Want to get the experts at your hospital out in front of the press when a national health story breaks? All you have to do is think like a journalist. Or, more to the point, read like one. [Read More]
  March 25, 2009

Editor's Picks
Marketing leaders must prove value to save jobs
I've said it before and I'll say it again: Being able to prove the value of marketing to your CEO and being well-versed in high-level business strategy is even more important when hospitals and health systems are getting ready to cut staff and budgets. In interviews with Robbie Kellman Baxter, CEOs cited two reasons they fire marketing staff—and then turn around and hire marketing consultants. First, they say, their marketing team wasn't creating enough value to be worth keeping. Second, marketing is most important in a down economy—but organizations need a focused, market-driven strategy to avoid wasting limited resources. [Read More]
Online content helps reach Hispanic demographic
And an interesting tidbit about Hispanic consumers: They trail the number of U.S. adults now surfing the Web, according to a Scarborough Research report, but they're increasingly downloading content. The application for healthcare marketers: If you want to reach this niche audience, consider offering more downloadable content, perhaps in both English and Spanish. [Read More]
Confidence in online media dropping among ad execs
Has online media had its 15 minutes of interest from advertising executives? The first in a series of bi-monthly polls tracking the confidence top ad execs have in spending budgets across the major media shows the ad industry is still optimistic about online media, but their confidence is dropping fast. [Read More]
New research project aims to make online media more effective
Google and the world's largest buyer of media, Martin Sorrell's WPP Group, are working together on a new research project that aims to shed light on advertising online and in traditional media outlets in order to help make online advertising more effective. The two are laying out $4.6 million for the project in a time when R&D capital is hard to come by—but making the most of advertising dollars is more critical than ever. [Read More]
Are You a Top Leadership Team?
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 30. [Learn More]
Campaign Spotlight
Scavenger Hunt Turns Up Results
Click to view larger version.
At the bottom of a print ad promoting breast cancer awareness and the Clarian West Breast Care and Research Center—a Best in Show 2008 HealthLeaders Media Marketing Awards winner among small hospitals—there is a clue. It reads: "If you want to get in shape, this is the place to go. Recognize the state bird and you're in the know. Stop by the desk in Avon. Let the hunt begin. The game is now on." The marketing campaign, called "The Hunt for Pink October," featured a scavenger hunt. [Read More]
Calendar of Events
4/29/09: Marketing Neurosciences: Service Line Strategies for Marketers

On Demand: 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
4/26/09: Physician Strategies Summit, Scottsdale, AZ

5/03/09: PRC's 2009 Client Education Conference, New Orleans

6/15/09: Connecting to Consumers in Today?s Healthcare Environment, Phoenix

10/15/09: HealthLeaders Media '09: The Hospital of the Future Now, Chicago

10/14/09: HealthLeaders Media Marketing Awards, Chicago
From HealthLeaders Magazine
SOS: Public Hospitals

On the brink even during good economic times, many public hospitals are operating in technical insolvency amid a painful recession. But they can take heart from following the example of two that have managed well. [Read More]
Service Line Management
Beyond Obstetrics

A changing female demographic has created new opportunities for hospitals to grow the women's health service line into much more than just labor and delivery. [Read More]
Marketing Forum

Make Your Marketing Budget Work Harder With a Virtual Agency: In this economy, healthcare marketers are watching their budgets more closely than ever. In response, marketers are finding that they can achieve great creative work and get more for their money by creating their own virtual agency. [Read More]
Audio Features

Physician Leaders Survey: Max Reiboldt, CEO of The Coker Group, offers insights on the HealthLeaders Media Industry Survey 2009, discussing physician recruitment and retention trends. [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

Learn effective strategies to market neurosciences.
Dramatic tactics to improve the patient experience.
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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