HealthLeaders Media Marketing Weekly - August 12, 2009 | Pro-Healthcare Reform Ads Suffering an 'Identical Crisis'
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Pro-Healthcare Reform Ads Suffering an 'Identical Crisis'
Gienna Shaw, for HealthLeaders News

In last week's column I wrote about anti-healthcare reform ad campaigns. And boy, did I get a lot of feedback. Many who commented on the column and on the MarketShare blog agreed: Some anti-reform ads might be nasty and misleading, but they are effective. This week, I watched a bevy of pro-healthcare reform ads. And if the anti-reform ads are rocky road, the pro-reform ads are vanilla. [Read More]
  August 12, 2009

Editor's Picks
Where's the Healthcare Reform Ad that Resonates? Online.
My colleague Les Masterson wrote more about healthcare reform advertising (both anti- and pro-) this week, plus Town Meetings and other forums. With the change of location comes a huge advertising push, he writes. Stakeholders and activists have spent more than $52 million on getting out their message, while galvanizing their base and swaying the undecideds. That leads him to wonder if there's one ad that will resonate and become the ad that, 20 years from now, people look back at and say, "That was the turning point in the healthcare reform debate of 2009." If there is such an ad, most likely it's not on TV but online, experts say. [Read More]
New Campaign Warns of Medical Errors Among Children
The Joint Commission launched an educational campaign designed to raise awareness among parents of medical errors that could occur while their children are hospitalized. The new campaign is part of the existing Speak Up program, which encourages all patients to become involved in their care and help prevent potential medical errors. The new campaign, called "Speak Up to Prevent Errors in Your Child's Care," encourages parents to ask the right questions to prevent errors, writes Heather Comak for HealthLeaders Media. [Read More]
Fewer marketing e-mails make it into in-boxes than previously believed
Just 79.3% of permission e-mail messages made it to in-boxes in North America in the first half of 2009, a number much lower than the delivery rates e-mail marketers are used to seeing, according to data from Return Path, an e-mail services company. The numbers are lower than previously believed because Internet service providers and corporate filtering systems that weed out messages without informing the sender haven't been accounted for, Return Path said. The in-box placement rate was slightly higher in the United States, at 82%. Additionally, only 72.4% of B2B e-mails were delivered. In general, Gmail subscribers were the hardest to reach, with a 23% failure rate. MSN and Hotmail users had the next highest failure rate at 20% each. [Read More]
Online video ad spending to continue growing in coming years
Online video advertising spending will account for 11% of online ad spending and 5.5% of TV ad spending in 2013, eMarketer projects. After last year's growth of over 125%, eMarketer expects online video spending to grow more than 40% in the next four years, falling to slightly more than 30% in 2013. "As the main vehicle for brand marketer ad spending, TV is not losing its place to online video advertising anytime soon," says David Hallerman, senior analyst and author of the new report, Digital Video Advertising: Where's the Money? "In 2009, for example, for every $100 advertisers spend on television, they will spend only $1.60 for video ads. Even by 2013, that number will only reach $5.50." [Read More]
Campaign Spotlight
Abington Memorial Asks 'What If?'
Click to view larger version.
When marketers at Abington (PA) Memorial Hospital discovered that its community didn't fully understand the benefits of receiving cancer treatment at a full-service hospital rather than a dedicated cancer center, they knew it was time for an attention-grabbing campaign. So Abington enlisted Wilmington, DE ad agency Aloysius Butler & Clark to craft creative that would make patients and physicians take notice. The resulting campaign was called "What If" and ran print, radio, and transit ads from June 2008-March 2009. Each ad emphasized all of the oncology and emergent services that Abington could provide. [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

9/30/09: SHSMD annual conference, Orlando

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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Time For 'Dr. Next'?

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Marketing Forum

Six Physician Groups Launch Viral Campaign for Universal Coverage: Setting itself apart from the American Medical Association, a coalition of 450,000 doctors in six physician groups is touting its new campaign, "Heal Health Care Now," to strongly back health reform and to urge their patients to do likewise. [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]
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