HealthLeaders Media Marketing Weekly - July 15, 2009 | Climbing the Mountain of Social Media Buy-In
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Climbing the Mountain
Of Social Media Buy-In

Gienna Shaw, for HealthLeaders News

"You have to get leadership on board." That's the first thing everybody tells you about every single marketing initiative, effort, or project, from improving internal communications to launching a patient experience initiative to trying out a new kind of marketing tactic. But you know what? People rarely explain just how you're supposed to get those leaders on board. [Read More]
  July 15, 2009

Editor's Picks
Pfizer launches shocking anti-counterfeit campaign heavy on the rodent
Pfizer and its agency, Universal McCann, have launched a multiplatform campaign against the availability of counterfeit drugs on the Internet, AdAge reports. The campaign, which is running in the UK, aims to shock people into taking the problem more seriously with the central image of a rat coming out of a person's mouth. The "regurgitated rat" campaign was rolled out across TV, cinema, and print. In order to reach those most likely to be purchasing counterfeit drugs—the online community—Pfizer redirected users searching under health and medical terms to a Web site that offered more information about illicit drugs. Side effects: Viewing this ad before lunch may cause nausea. [Read More]
Kaiser study: Seniors open to using online tools to manage health
A new survey by Kaiser Permanente found that 87% of Medicare beneficiaries who registered to use its "My Health Manager" PHR are satisfied or very satisfied with the technology, according to Healthcare IT News. Kaiser found this by surveying 4,560 Medicare beneficiaries about their comfort using computers, Internet habits, and health status. The survey also found that the most popular PHR use was refilling prescriptions online and that 70% of respondents reported being in good or better health. [Read More]
Social network ad spending expected to slow, especially in the U.S.
Worldwide growth on social network advertising spending will take a hit this year, especially in the United States, eMarketer reports. The research firm projects worldwide spending will grow by 9% this year to $2.2 billion, down from the 17% growth it forecasted in March. Worldwide social network spending is still expected to grow, rising an estimated 18% to $2.6 billion in 2010 and an additional 12% to $2.9 billion in 2011. eMarketer estimates that U.S. social network spending will slide 3% this year, as marketers continue to cut back on ad spending during the recession and as MySpace loses traction. Facebook and MySpace will account for 64% of U.S. social network advertising spending this year, but just 38% of worldwide spending. [Read More]
Campaign Spotlight
New Facility Designed for Patients, by Doctors
Click to view PDF version.
When the brand new West Chester (OH) Medical Center opened, locals streamed in to view the much-anticipated patient-centered building. They entered the glass-domed rotunda from the covered drop-off area, wandered along the arc of diagnostic and treatment areas, and strolled through bright lounges and open spaces. Planners designed the 385,000-square-foot medical center's so that it was visually engaging, patient- and technology-focused, and easy to navigate. [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

Sponsored Headline
What you need to know in planning and budgeting for healthcare digital signage, Vericom.
From HealthLeaders Magazine
Time For 'Dr. Next'?

Generation X and its life-balancing, tech-oriented, team-playing doctors is taking over. But what kind of healthcare will they give us? [Read More]
Service Line Management
Prepare for the Cancer Boom

With cancer diagnoses set to climb dramatically in the coming decades, aligning the right cancer care team and utilizing the appropriate technology become essential for maintaining a patient-centered service line. [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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Contact Paul Mattioli, Sr. Director of Sales, at or call 800.639.7477.
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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