HealthLeaders Media Marketing Weekly - April 22, 2009 | Educate Patients to Improve Both Patient and Physician Satisfaction
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Educate Patients to Improve Both Patient and Physician Satisfaction
Gienna Shaw, for HealthLeaders News

Trisha Torrey has made it her mission to educate patients on navigating the healthcare system, communicating with doctors and other caregivers, and making the most of doctor appointments. A former teacher who was a marketer for 20 years, she also speaks to healthcare marketers about how they can improve service at their organizations. [Read More]
  April 22, 2009

Editor's Picks
Bridget Duffy's eye for experience (and hospital gown) design
They've long been a source of embarrassment and discomfort, as well as the butt (sorry) of many jokes: The drafty hospital gown is, in fact, a metaphor for how patients feel when they are hospitalized: awkward, vulnerable, exposed, and—let's face it—not very attractive. Bridget Duffy, MD, chief experience officer at the Cleveland Clinic, introduces a prototype of a new hospital gown designed to give patients back a little bit of their dignity. The story of the new design begins at the end: It ties in the front. [Read More]
Earth Day: Going green is healthy for community relations, too
Gundersen Lutheran in La Crosse, WI, has vowed to reduce its net carbon emissions footprint to zero by 2014, writes John Commins for HealthLeaders Media. CEO Jeff Thompson says the projects are cost-effective and have galvanized the hospital staff and the community around a noble goal. "To do something that saves money and excites your staff and gets you looked at as a great corporate citizen in your community—that is a triple whammy," he says. [Read More]
Marketing for the future
A new study confirms that Americans (about 20% of them) have delayed or postponed medical care because of costs, according to a new survey of 12,000 people nationwide from Thomson Reuters' Center for Healthcare Improvement, reports Janice Simmons for HealthLeaders Media. Healthcare marketers not only have to devise ways to get those reluctant patients in the door today, they must prepare for the day when patients either feel confident in reopening their wallets or have put off care for so long that they have no choice but to seek treatment. Either way, you're looking at a bubble of downstream revenue. What are you doing to prepare for it? [Read More]
Marketing Awards: How do you define integrated?
We've been getting lots of questions from healthcare marketers who are preparing their entries for the 2009 HealthLeaders Media Marketing Awards. (Don't forget—the deadline to submit is May 29 and, as I mentioned last week, we won't be extending the deadline). One frequently-asked question: What's the difference between an integrated campaign and all of the other kinds of campaigns? We're defining an integrated campaign as one that uses multiple mediums—a minimum of three. So a campaign that uses TV, print, and online would qualify to enter this category. Of course, your integrated campaign might also qualify as a children's hospital, new media, direct-to-consumer, or branding campaign. It's up to you and your team to choose which category your campaign best exemplifies. One hint if you're considering entering your campaign in the integrated category: Consider whether the mediums you used work well together and have a consistent message, look, and feel. Visit to view contest details, read about previous events and winners, and download the entry submission form. [Learn More]
Top Leadership Teams: Time flies when you're preparing your entry
HealthLeaders Media is gearing up for HealthLeaders Media '09: The Hospital of the Future Now in Chicago this October. If you and your organization have an outstanding story of teamwork and success, please tell us about it. For more information, go to the 2009 Top Leadership Teams in Healthcare Awards Program Web site, where you can learn more about the six categories, download an entry form, and submit your entry. The deadline to submit is April 30. And no, we won't be extending that deadline, either. [Learn More]
More original healthcare industry news and analysis
If you subscribe to our popular daily e-newsletter, you probably noticed some changes on Monday. One big change for HealthLeaders Media Daily News & Analysis, aside from the snazzy new look: We've added much more original reporting on and expert analysis of healthcare industry news. We've also redesigned our homepage to make it easier for you to check in throughout the day for breaking news.
Campaign Spotlight
A Pink Awareness Effort

Click to view PDF version.

The marketing team at Baton Rouge (LA) General Medical Center wanted to do something different for its annual breast cancer awareness campaign. But they had to do it on a shoestring: The organization wasn't the market leader in oncology service lines and had a smaller marketing budget than the competition, the hospital wrote in its submission essay for 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

10/14/09: HealthLeaders Media Marketing Experience 09, Chicago

10/15/09: HealthLeaders Media '09: The Hospital of the Future Now, Chicago
From HealthLeaders Magazine
Jump . . . or Get Pushed

The tough decisions you don't want to make now—but may have to. [Read More]
Service Line Management
Redefining Cardio

The cardiovascular service line remains a dependable revenue generator for many hospitals across the country. But a shifting market full of new options for patients means organizations must find ways to differentiate themselves to keep it that way. [Read More]
Marketing Forum

So Long to the Easy Sale: How Healthcare Marketers Can Reach Patients Reluctant to Spend: Many hospitals and health systems are reporting dramatic drops in utilization. How does this change things for healthcare marketers? In a nutshell, your customers are becoming a much more challenging sale, says contributor Chris Bevolo. [Read More]
Audio Features

There has been a shift in the market with smaller hospitals completing acquisition deals. John Reiboldt, of the Coker Group, discusses the market conditions and what it takes to make a purchase these days. [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

Are you hiding your marketing campaigns under a bushel?
Learn effective strategies to market neurosciences.
Penalties for HIPAA violations are getting tougher: Are you prepared?
Listen Now: Dramatic tactics to improve the patient experience.
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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