HealthLeaders Media Marketing Weekly - July 22, 2009 | By the Numbers: Evidence Mounting of Increase Importance of Patient Experience, Healthcare Consumerism
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By the Numbers: Evidence Mounting of Increase Importance of Patient Experience, Healthcare Consumerism
Gienna Shaw, for HealthLeaders News

The healthcare industry is slow to embrace any kind of operational change and tends to be ambivalent about many marketing functions. That's why I was bowled over by the fact that a whopping 88% of senior healthcare executives in a recent HealthLeaders Media study said that patient experience is among their top five priorities—and the number jumped even higher when we asked them about their priorities five years from now. The survey suggests that CEOs are rethinking the importance of improving the patient experience and other studies show that consumerism in healthcare—long talked about—might really be coming after all. [Read More]
  July 22, 2009

Editor's Picks
AHIP Launches Health Reform Ad Campaign
Health insurers are pushing their health reform agenda in a new national TV spots, "Campaign for an American Solution." America's Health Insurance Plans, the group that helped squelch the Clinton health reform plan with its "Harry and Louise" ads, is launching its first health reform ad this year called "Illness." AHIP said the spot addresses issues that were raised during the group's nationwide listening tour last year, writes HealthLeaders Media senior editor Les Masterson. [Read More]
Harry and Louise are back . . . and they've mellowed
Stay with me here: The actors who played Harry and Louise in that series of national television spots sponsored by the health insurance industry in 1993 and 1994 are now appearing in another healthcare reform ad. But now the pitch-couple says that with a little cooperation, we can get the health reform job done. The new campaign is sponsored by the drug company trade group PhRMA and Families USA, a nonprofit group advocating affordable medical care. Middle-aged in the first series of ads, Harry and Louise are now eligible for AARP. And, reports Natasha Singer for the New York Times, they've "mellowed." [Read More]
Sponsorship a Chance to Break into Sports Medicine?
Sorry, couldn't resist the pun in that headline about Chicago-area NorthShore University HealthSystem, which has signed a three-year deal to be the healthcare partner of the Chicago Bears. The deal comes after the National Football League for the first time allowed its teams to display sponsorship logos on their practice jerseys. NorthShore's logo will appear on the front of all Bears practice jerseys. [Read More]
Recession erodes Hispanics' brand loyalty
The recession is diminishing U.S. Hispanics' tradition of brand loyalty and affinity for advertising, although they are still more optimistic about their financial future than non-Latinos, according to a new Forrester Research report. Just 31% of Hispanics surveyed this year said "Advertisements help me decide what to buy," down 16% from 2008. Conversely, just 15% of non-Hispanic consumers said that ads help them decide on purchases, but that percentage is unchanged from last year. The survey also found that 61% of respondents agreed that "When I find a brand I like, I stick to it," down from 67% last year. The report was conducted in the first quarter of 2009 and surveyed 3,004 Hispanic adults. [Read More]
Forrester survey: Interactive marketing is in, traditional advertising out
During this recession, marketers have learned that interactive marketing is more effective and advertising less effective per dollar spent, according to a five-year interactive marketing forecast by Forrester Research. Six out of ten marketers surveyed said they agreed with the statement "We will increase budget for interactive by shifting money away from traditional marketing." Just 7% said they have no plans to increase their marketing budget. More than half surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years; more than 70% expected the effectiveness of channels such as social media, online video, and mobile marketing to increase. [Read More]
Consumers grow frustrated as often-annoying online advertising increases
As a growing number of marketing campaigns include online elements, an increasing percentage of consumers are growing frustrated with online ads, according to a LinkedIn Research Network/Harris poll. A segment of the poll asked professionals involved in marketing campaigns which media they typically incorporated in their advertising. A vast majority reported incorporating the Internet (92%), followed by print (88%), radio (46%), TV ($46%), and cell phone advertising (30%). However, 80% of Internet users surveyed rated "ads that expand on the page and cover the content that you are trying to read" as "very frustrating." They were also frustrated by "ads where you can't find the skip/close button" (79%) and "ads that automatically pop up" (76%). [Read More]
Campaign Spotlight
From Vanilla to Vibrant
Gayle Sweitzer, director of marketing at Community Health Network in Indianapolis, projected that 2,000 locals would attend the grand opening of the organization's new flagship hospital. On the day of the event, 7,000 people turned up. "It was a Sunday afternoon and it's a hospital building," Sweitzer says. "Everyone always wants to have their baby here, so I was thinking there will probably be a fair number of pregnant moms and we'll get some people out-but it's a Sunday afternoon in April, come on." The expectation-exceeding event was one of the first indicators of the success of the "Community North Expansion" campaign, which won a gold award in the Best Integrated Campaign category at the 2008 HealthLeaders Media Marketing Awards. [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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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 Features

This audio feature offers a discussion between Leadership Editor Philip Betbeze and David Maizel, MD, vice president and executive medical director with Sentara Medical Group in Norfolk, VA. He speaks about physician retention and recruitment, which was cited in the HealthLeaders Media Industry Survey 2009 as the No. 2 priority among healthcare leaders, as also discusses physician group management issues. [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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