HealthLeaders Media Marketing Weekly - April 1, 2009 | Down Economy Provides Opportunities to Improve Physician Relations
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Down Economy Provides Opportunities to Improve Physician Relations
Gienna Shaw, for HealthLeaders News

Hospitals and health systems are doing everything they can to hold onto market share in a competitive environment and a down economy. But there's another asset that marketers and physician relations professionals must protect, lest the competition steal it away: physicians. [Read More]
  April 1, 2009

Editor's Picks
Social media aids crisis communications at Fargo hospital
Ed Bennett, Web manager for the University of Maryland Medical System, reports on how Innovis Health in Fargo, ND, used social media to enhance its crisis communications activity during the recent floods in the region. There are many ways that social media tools can benefit a hospital, but crisis communications is a powerful use that sometimes gets overlooked, Bennett writes. For several days, Innovis was the only hospital fully open in Fargo. Innovis used social media for outreach communications, working around the clock to gather information from hospital staff, write updates on its blog, Innova Health and post to its Twitter feed, @innovishealth. [Read More]
Going Green
The Boston Globe's Beth Daley writes about an environmentally-friendly hospital room in this story, which features a photo of a swanky, spa-like, "green" room. The room features low flow faucets, flooring made with renewable materials, and a balcony to connect to nature and help with healing. While rooms and facilities that are, in and of themselves, an experience have been all the rage of late, looking at the photo made me wonder: Will consumers, in light of the current economy, look at such luxe as wasteful? [Read More]
Killing America's brands, one lousy CEO at a time
In addition to the great headline, this article offers solid analysis of the ways that CEOs harm an organization's brand and then move on, like black widows, to new prey. This happens, writes branding consultant Olivier Blanchard, when CEOs are caretakers of a brand that they've never lived. That can harm customer service and internal morale—and the brand takes a beating as a result. Blanchard also offers tips as to how boards can spot caretaker managers posing as leaders. To start, he says, look for short-term P&L mirages instead of actual growth. [Read More]
How to tell a good story
We talk a lot about the importance of story-telling in healthcare, since consumers relate better to stories about real human beings—patients, their caregivers, and their positive outcomes—than they do to technology and quality data. So how do you tell a good story? Marketing consultant Doreen Howell shares five tips. Among them: Make sure you include lots of details. The post is geared toward salespeople pitching a product, but the advice also works for healthcare marketers trying to reach consumers. [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
A Gazillion ROI Results
Click to view PDF version.
When marketers at Helen DeVos Children's Hospital held focus groups to gauge the impact of their "40 Specialties" marketing campaign, they knew they had succeeded when participants quoted the campaign's recurring tagline unprompted: "That's like a gazillion." And the campaign wasn't just popular with locals—it won a Best in Show award among medium hospitals at the HealthLeaders Media Marketing Awards. [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

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What you need to know in planning and budgeting for healthcare digital signage, Vericom.
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

A Healthcare Marketer's Guide For Surviving In A Bad Economy: Contributor Daniel Weinbach provides a healthcare marketer's "survival guide" to not only make it through the challenges of the current economy but to thrive. [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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