HealthLeaders Media Marketing Weekly - April 29, 2009 | Docs Prefer ePromotion, But Does Pharma Tactic Translate to Hospitals?
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Docs Prefer ePromotion, But Does Pharma Tactic Translate to Hospitals?
Gienna Shaw, for HealthLeaders News

The value of hospitals conducting face-to-face visits with referring physicians in order to increase or maintain referrals can't be overstated—showing docs that your organization cares about them and educating them about the benefits of sending patients to your hospital for care is mission-critical. Hospital physician sales reps or liaisons might take a lesson from a recent study of a tactic that pharma reps use to supplement face-to-face visits with physicians. [Read More]
  April 29, 2009

Editor's Picks
How do you define patient experience?
"People tend to use the terms patient-centered care and patient experience interchangeably," writes Mark Tomaszewicz, director of experiences at Starizon, an experience design and staging firm based in Keystone, CO. Done well, each represents an important shift in patient care, but they aren't the same. It is possible to be a "patient-centered" organization and still have a poor patient experience. [Read More]
Dear Washington Post: Fundraising is about more than money
The Washington Post caused some controversy when it reported that the Facebook "Causes" application, popular among non-profits, is ineffective for fundraising. In addition to making some mistakes in the article (which have since been corrected online), readers argued that it's not just about the money. "Does anyone working in online fundraising really think that they can just put a link to their Cause and people will just give gobs and gobs of money?" asked commenter Carie Lewis of The Humane Society. "It's about having an integrated marketing strategy, and having a presence in all places where people can give. I don't think any nonprofit is about to dump their e-mail program and invest all their resources in fundraising on Facebook right now." [Read More]
One good thing about social media marketing: It's cheap
One of the benefits of using social media for healthcare marketing is that it's cheap, according to this article in the St. Louis Business Journal. In February, SSM Health Care decided to make Twitter a part of its external communication strategy. "Twitter doesn't replace anything already in place at SSM," Chris Sutton, corporate communication manager, told the paper. "Plus, it's free, which is a good thing in this economy." I'd argue that while it is free to set up an account, hospitals do have to invest the time to update and track the use of social media. Still, the method is obviously less expensive than direct mail, television, and print ads. [Read More]
Marketing Awards: It's Christmas in May
This time of year is like Christmas (or another non-secular gift-giving holiday, if you like) around here, as the entries for the 2009 HealthLeaders Media Marketing Awards start to pour in. Don't forget—the deadline to submit is May 29 and, as I have mentioned at least one million times now, we won't be extending it. Visit to view contest details, read about previous events and winners, and download the entry submission form. You can also submit your own questions and comments on our contest and event blog. [Learn More]
Top Leadership Teams: Experience the Future
So it's time for me to stop hounding you about entering the 2009 Top Leadership Teams in Healthcare Awards, since the submission deadline is tomorrow. But now I can start hounding you about attending HealthLeaders Media '09: The Hospital of the Future Now. Each panel and discussion group will explore the following topics:
  • The Hospital Patient Experience of the Future
  • The Hospital Talent of the Future
  • Hospital Outcomes of the Future
  • The Hospital Environment of the Future
  • The Hospital Culture of the Future
I'll be moderating the patient experience panel and I can tell you that we have a very impressive line-up. More soon, but in the meantime, visit our Web site to learn more about the event, which will be held in Chicago on October 15 and 16.

HealthLeaders Media: Now With More News and Analysis
If you subscribe to our popular daily e-newsletter, you probably noticed some recent changes. HealthLeaders Media Daily News & Analysis now has more original reporting on and expert analysis of healthcare industry news. We've also redesigned our homepage with news from our experts and news from around the Web to make it easier for you to get the information you need—all in one place.
Campaign Spotlight
Affordable in Emergencies
Emergency Health Centre in the competitive Houston market wanted to be the go-to medical facility for minor and major medical emergencies. This campaign strove to highlight the patient experience at the organization, featuring its caring staff, individual exam rooms, convenient online check-in, and short waiting times. However, even while differentiating the organization as a high-end experience, the campaign needed to make it clear that the organization accepts most insurance plans. [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
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

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

Peggy Naas, MD, discusses various ways to structure service lines that partner with physicians rather than direct them as in a traditional employer/employee relationship. [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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