HealthLeaders Media Marketing Weekly - August 19, 2009 | In Healthcare Reform Ad Wars, One Tactic Emerging as Winner
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In Healthcare Reform Ad Wars, One Tactic Emerging as Winner
Gienna Shaw, for HealthLeaders News

The healthcare reform ad wars continue to heat up, with the estimated total spending for the past six months hitting $57 million. In my last two columns I wrote about both the pro-reform campaigns and the anti-reform campaigns. Which ones do you think worked best? [Read More]
  August 19, 2009

Editor's Picks
Competing ads on healthcare plan swamp the airwaves
Interest groups on all sides of the healthcare reform debate have spent more than $57 million on television advertisements in six months, most of it in the last 45 days, said Evan Tracey, chief operating officer of the Campaign Media Analysis Group, which tracks television advertisements. Supporters of President Obama's plan to overhaul the system have outspent opponents, with $24 million worth of advertising, compared with $9 million from opponents. An additional $24 million has been broadly spent in support of overhauling the system without backing a specific plan. [Read More]
Number of Americans searching for health information online stagnates
The number of U.S. adults seeking health information online has leveled off in recent years, according to Harris Interactive's latest annual survey on Internet health searches. The amount of people who said they researched health issues online peaked in 2007 at 84%, dropped in 2008 to 81%, and fell again in 2009 to 78%. The number of total consumers who reported searching online for health purposes in the past month has also stalled, dropping from 53% in 2007 to 50% in 2008, then slightly increasing to 52% in 2009. Harris researchers said online health research has reached its saturation point and noted that Internet penetration hasn't increased much over the same time period. [Read More]
Percent of Internet users with social network profiles growing
The percentage of U.S. Internet users who have a social network profile jumped 16 percentage points to 59% from 2008 to 2009, according to Universal McCann's Power to the People: Social Media Tracker study. However, the United States is eighth on the list of countries that have the highest percentages of Internet users with a social network profile. Russia tops the list with 85.3%, followed by India (78%), China (70%), Brazil (69%), UK (64%), South Korea (62%), and Spain (59%). Worldwide, nearly two-thirds of active Internet users aged 16-54 had a social network profile in 2009, with 71.1% having visited a friend's profile page. [Read More]
Campaign Spotlight
Healing (and Giving) Hands
Click to view larger version.
Finger painting is generally an activity done by kindergarteners in a classroom with scaled-down furniture, not by physicians, employees, and volunteers in a hospital. But for Miller-Dwan Medical Center's foundation this childish activity was the perfect kick-off to its "You touch lives" campaign. The Duluth, MN, foundation embarked on the internal communications campaign in an attempt to increase the number of employee donors. Working with Duluth ad agency H. T. Klatzky & Associates, the foundation created a brochure and poster promoting donations and featuring hand prints from the finger-painting event. [Read More]
Calendar of Events

On Demand: 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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From HealthLeaders Magazine
Hang On

Get ready for the failure of the HIT stimulus dream, episode of care contracting, the end of easy credit, and a public plan. [Read More]
Service Line Management
Making Wellness Work

Wellness and weight loss programs aren't major revenue generators, but healthcare reformers know they cannot effectively control costs without focusing more on prevention. [Read More]
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 Feature

It can be difficult?to say the least?to get physicians on board with the patient experience movement. Thomas Wright, president and CEO of Delnor Hospital, who will participate in the patient experience panel at the 2009 HealthLeaders Media Hospital of the Future Now event, talks about some of the tactics his organization uses to help physicians understand and deliver excellent patient experiences. He also discusses the organization's "patient partnership council," which has had a "tremendous impact" on the organization's ability to look at and improve the organization from the patient's point of view. [Listen Now]
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Marketing Resources From HealthLeaders Media

New book: A comprehensive guide to community benefit and 990H reporting.
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On Demand: Learn effective strategies to market neurosciences.
Listen Now: Dramatic tactics to improve the patient experience.
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