HealthLeaders Media Marketing Weekly - August 5, 2009 | Scare Tactics the Standard for Anti-Healthcare Reform Ads View as a Webpage | Subscribe for Free
Scare Tactics the Standard for Anti-Healthcare Reform Ads
Gienna Shaw, for HealthLeaders News

Americans are so afraid of the big, bad Canadian healthcare system that the threat of "Canadian-style healthcare" makes for a compelling anti-health reform message. Even if it's not exactly true. [Read More]
  August 5, 2009

Editor's Picks
Make your Values Real, Special
Are your values authentic? Joe Tye, author of "The Florence Prescription: From Accountability to Ownership," and a featured "Talent" panelist at the HealthLeaders 09: Hospital of the Future Now conference, says the first step in creating a set of common values is to select the values that apply to your healthcare organization. "The first thing is getting clear what your values are. A number of hospitals take some phony acronym like 'WECARE' and force fit words into it, or they write down what they think everybody expects," Tye says. To truly differentiate your organization, Tye cautions against selecting values from a list of common ones all hospitals would have. "First of all, values define who you are, what you stand for, and what makes you special." [Read More]
Hubbub over PR Flub
So, it turns out not all PR is good PR after all. Check out the hubbub one PR agency created when it failed to fact-check a release—and got national media attention for the flub. And yes, folks, fact-checking includes clicking on URLs in your releases. You should call telephone numbers in your releases, too, to make they are correct and don't connect your customers to some scurrilous "hotline." [Read More]
Advertisers more likely to find Twitter useful than consumers
Consumers have a lower view of Twitter's usefulness than advertisers, according to LinkedIn Research Network and Harris Interactive. Just 42% of Internet users said they found Twitter somewhat effective, compared with 50% of advertisers. Furthermore, 19% of Internet users said they found Twitter "not useful at all," compared with 8% of advertisers. Advertisers were also more likely to be familiar with the micro-blogging site, with 83% reporting familiarity, compared with only 31% of Internet users. Younger respondents were also more likely to have knowledge of Twitter, with only 11% of 18- to 39-year-old advertisers reporting they didn't know enough about the site to form an opinion on its value. [Read More]
Health sector lags behind in growing mobile ad market
Mobile ad spending could reach $760 million in 2009 and $3.3 billion in 2013, according to an eMarketer report. Broadcasting and cable television, movies and entertainment, and automobile manufacturing were the leading industries using mobile ads in April. Neither health products nor pharmaceuticals were ranked in the report. However, health was ranked on a list of industries seeing success in monetizing their mobile ads. Downloads, real estate, services, and search navigation led the way with 100% paid ads and 0% house ads. Health fell second-to-last on the list with 64% paid ads and 36% house ads. The average among industries was 79% paid ads and 21% house ads. [Read More]
Campaign Spotlight
Hospital Ads Go High-Def
Click to view larger version.
The print ad for Covenant HealthCare's features a photo of a smiling woman?but her entire left side is blurred, making her features indistinguishable. Her right side is crystal clear. "Wouldn't you want your surgeon to see in HD? Precision matters," the copy reads. The Saginaw, MI-based health system launched the campaign in May to promote its da Vinci High Definition Robotic Assisted Surgery—the region's first. [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 Headlines
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

Karen Corrigan, president and founder of The Strategy Group and Bill Munley, VP of professional services and orthopedics at Bon Secours St. Francis Health System in Greenville, SC, discuss three trends that are shaping the future of orthopedic services and changing the competitive landscape. In their upcoming Webcast, Advanced Service Line Marketing: New Orthopedics Growth Strategies, Corrigan and Munley will discuss what's driving demand in orthopedic services and how healthcare organizations can position themselves for growth. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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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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