HealthLeaders Media Marketing Weekly - July 8, 2009 | In Just One Year, New Media Marketing has Come a Long Way, Baby View as a Webpage | Subscribe for Free
In One Year, New Media Marketing has Come a Long Way, Baby
Gienna Shaw, for HealthLeaders News

This time last year, as we finalized the list of winners for the 2008 HealthLeaders Media Marketing Awards, the pickings were slim in the new media marketing category—it had the smallest number of entries by far. And there were even a few campaigns entered into the new media category that didn't use new media at all. What a difference a year makes. [Read More]
  July 8, 2009

Editor's Picks
Technology to improve the patient experience
Electronic kiosks and a plastic ID card are helping to make registration more efficient and improve patient flow at Heritage Valley Health System in Beaver, PA. The card has a bar code with a unique number that identifies the patient when they arrive. When a patient scans the card at a kiosk, he or she gets reminders of what tests or exams are scheduled for the day. The patient can enter information at the kiosk to speed check-in. It also functions as a portal that patients use to access their personal care records. Modeled in part on similar technology in the airline and hospitality industries, Heritage Valley's strategy was to promote greater consumer participation in the healthcare process through various self-service initiatives, according to Robert Swaskoski, director of enterprise resource systems at HVHS. "The primary goal of the kiosk was to improve the patient experience by streamlining the administrative processes so that redundant tasks were eliminated and wait times were reduced, thus improving the total time required to provide healthcare services," Swaskoski tells my colleague Sarah Kearns. [Read More]
Social networking penetrates 65% of worldwide Internet audience
Of the 1.1 billion people aged 15 and older worldwide who accessed the Internet from home or work in May, 734.2 million visited at least one social networking site, reports comScore World Metrix. That represents a penetration of 65% of the worldwide Internet audience. The Russian social networking audience had the highest engagement among the 40 individual countries reported by comScore, with an average of 6.6 hours and 1,307 pages consumed per visitor. Brazil ranked close behind at 6.3 hours, followed by Canada (5.6 hours), Puerto Rico (5.3 hours), and Spain (5.3 hours). The United States ranked ninth, with 4.2 hours. [Read More]
Physicians say doctor rating sites leave room for improvement
Many doctors believe there is a lot of room for improvement when it comes to physician rating sites such as, according to a recent iHealthBeat article. One of the most common physician complaints is that they have no recourse of action, said Shane Stadler, vice president of marketing for Medical Justice. Some also worry that because most rating sites don't verify that the comment writers are actual patients, inaccurate posts written by disgruntled employees, angry neighbors, and spurned spouses may abound. Stadler suggested that physician rating sites include mechanisms to verify that the poster is an actual patient, a significant sample size before reviews are posted, and disclaimers or policies restricting the comments to things patients are qualified to discuss, such as bedside manner and waiting times, and not technical or clinical matters. [Read More]
Medical device maker launches YouTube video, channel
A clip for Endo-Surgery's Realize adjustable gastric band is the first viral video marketing effort for a medical device. The video, which features a patient testimonial, has already been viewed about 8,000 times. The YouTube channel page directs viewers to a microsite where patients can learn more about the surgery and join the device's online support program. Ethicon said it doesn't have specific ROI goals for the YouTube effort because it's part of a larger educational and marketing campaign, according to AdAge. [Read More]
Campaign Spotlight
Atlanta System Creates "Spot" for Healthy Families
With the goal of standing out among the many Web sites geared toward children, Children's Healthcare of Atlanta has launched a new online "spot" dedicated to promoting healthy families. The site includes educational games such as "Spelling Bee," "Time for Bed," and "Mission Nutrition." For parents, the site has healthy meal suggestions, exercise trackers, and body mass index trackers. [Read More]
Calendar of Events

8/18/09: Advanced Service Line Marketing: New Orthopedics Growth Strategies

On Demand: 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

On Demand: Form 990H: Act Now to Protect Your Reputation

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

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

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From HealthLeaders Magazine
Bundling By Decree

Can an industry addicted to payment for procedure survive episodic care? Geisinger has. [Read More]
Service Line Management
Faster, Safer Joint Replacements

Hospitals are fine-tuning the surgical process from start to finish in order to replace joints faster and safer than ever before. [Read More]
Marketing Forum

ED Wait Times Drop Slightly, Patient Satisfaction Rises: Despite a recession and continued crowding, a new study shows that the average wait time in the nation's emergency departments fell by two minutes in 2008 to 4:03. Even with the long waits, Press Ganey's Emergency Department Pulse Report 2009 finds that patient satisfaction rose in 2008, continuing a five-year improvement trend. [Read More]
Audio Feature

Marketers understand the basics of HIPAA, but there are other uses of patient information—especially with the explosion of new forms of communication, such as social media—where things get a little "fuzzy and dicey," Kate Borton, a HIPAA consultant and author of the book A Marketer's Guide to HIPAA, says in this audio interview. Sandra Nunn, enterprise, content, and information manager for Presbyterian Healthcare Services in New Mexico, also talks about some of the new challenges that healthcare marketers face when it comes to HIPAA compliance. You can hear more from Borton and Nunn in the HealthLeaders Media Webcast, HIPAA Changes: New Compliance Strategies for New Marketing Models. [Listen Now]
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Marketing Resources From HealthLeaders Media

New book: A comprehensive guide to community benefit and 990H reporting.
HIPAA changes bring massive new penalties. Are you up-to-date on the regs?
A marketing experience designed to inspire: Don't miss out!
Join the fun: Share marketing tips, techniques, and more on our new blog.
On Demand: Learn effective strategies to market neurosciences.
Listen Now: Dramatic tactics to improve the patient experience.
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