HealthLeaders Media Marketing Weekly - May 6, 2009 | A Dozen Low- or No-cost Ways to Engage Employees, Community View as a Webpage | Subscribe for Free
A Dozen Low- or No-cost Ways to Engage Employees, Community
Gienna Shaw, for HealthLeaders News

It's always nice to come home from a conference with a few ideas that you can implement quickly and inexpensively, especially in this economy. I was at the 2009 PRC client education conference in New Orleans this week where I collected a bunch of them for you. And some of them aren't just inexpensive—they're free. [Read More]
  May 6, 2009

Editor's Picks
Hospitals still placing ads, but telling different stories
Though budgets everywhere are being slashed, U.S. hospitals are still advertising as much as, if not more than, before the recession—and they're starting to stray from the conventional ad format. Television commercials and other ad elements are veering away from celebrity endorsements and clinical emphases and are instead focusing on patient stories, according to this New York Times article. Akron Children's Hospital in Ohio is currently running a social media-influenced TV ad that features a young cancer patient. But what makes this ad different is that the outcome of the patient is not yet known, and there is very little brand presence in the commercial. "Hospitals are dramatic places, but every commercial that has an outcome—a typical testimonial spot—is a foregone conclusion," Jim Sollisch, a creative director at Marcus Thomas, the agency overseeing the campaign, told The Times. "So we thought, let's let the commercial reflect the inherent drama in the situation." [Read More]
Generosity in branding: The new truth in advertising
When explaining the importance of creating a generous brand, AdAge writer John King uses an unusual metaphor: He compares a brand message to a panhandler's methods. Generosity in branding is all about giving something to the consumer, even if that something is pure entertainment, King wrote. He then argued that passersby are more likely to give spare change to a friendly beggar who sings a song or holds doors than one who merely holds a cardboard sign. "Modern branding is about actually letting the audience share ownership of your brand, and generosity is the path that gets you there," he wrote. "Google, Red Bull, and Obama have already learned your brand reaches the highest speeds when you give your audience the keys." Of course, this theory has to be adapted by healthcare marketers because they promote a more serious product than most brands—but there are many hospitals that would do well to put down the sign and pick up a tune. [Read More]
Florida hospital's private rooms go public for a day
The 32 new private rooms at Lake Wales (FL) Medical Center are going to have a very public debut this week during an open house that coincides with the hospital's 80th anniversary. The hospital's marketers planned the event to show the public all of the amenities these new rooms have to offer—from separate ventilation systems that draw fresh air from outside (a popular feature during the current swine flu scare) to the ability to care for extremely large patients. This event is a great example of how marketers can execute a community relations initiative without using up much of the department budget—just supply refreshments, recruit volunteer tour guides, and spread the word. Besides, who wouldn't appreciate some free cookies and punch in this economy? [Read More]
Is your Marketing Awards entry on its way?
It's that time of year again—the HealthLeaders Media offices will soon be overflowing with stacks of boxes and packages containing hundreds of Marketing Award entries. Make sure your result-achieving campaigns are among them! The deadline is May 29—three weeks from Friday—and we will not accept any latecomers. Visit to download the entry form, view the 22 award categories, read award submission tips and FAQs, or send us a message with any questions you may have. Don't procrastinate, or you may wind up with a few disgruntled campaigns on your hands. [Learn More]
Campaign Spotlight
Overachieving Ortho Campaign
Click to view PDF version.
The Duluth (MN) Clinic Orthopedics department typically faces a lull from October to February. But instead of simply accepting that fact, the organization?which is part of the SMDC Health System in Duluth, MN—decided to do something about it. The team thought about patients who were putting off dealing with nagging bone and joint pain and asked itself: What is it going to take to get those people to call us? [Read More]
Calendar of Events
June 26: ICU Overhaul 2009: Strategies to Reduce Costs and Improve Quality

June 17: HIPAA Changes: New Compliance Strategies for New Marketing Models

On Demand: Marketing Neurosciences: Service Line Strategies for Marketers

On Demand: 5 Ways to Improve the Patient Experience at Your Hospital

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
Fox Chase Cancer Center Case Study: Digital Signage Positively Impacts Care, 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

Recruitment Revs as Auto Industry Stalls: The normally bumpy road that is physician recruitment and retention can become pothole-riddled when the local economy turns sour. Now imagine your hospital is about 80 miles from Detroit. As the economy?and the auto industry?struggles, the healthcare environment is rapidly changing for Michigan hospitals, health systems, and physicians. However, Jackson's Allegiance Health has continued to employ successful physician recruitment, relations, and retention tactics even as the numbers of unemployed and, subsequently, the uninsured continue to climb. [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?
On Demand: 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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