HealthLeaders Media Marketing Weekly - September 9, 2009 | Employee Engagement, Participation Help Spread the Flu Shot Message View as a Webpage | Subscribe for Free
Employee Engagement, Participation Help Spread the Flu Shot Message
Gienna Shaw, for HealthLeaders News

With the threat of H1N1, hospitals are working hard to communicate to their internal audiences the importance of getting a flu shot. In some cases, hospitals are taking a hard-line approach, mandating that all employees get the shot or get fired. But are there alternatives to the "do it or else" method—or at least complementary communications tactics that encourage employees to get vaccinated in a more positive way? [Read More]
  September 9, 2009


Editor's Picks
Pfizer to Pay Record Fine for Fraudulent Marketing
Pfizer Inc. and subsidiary Pharmacia & Upjohn Company Inc. will pay $2.3 billion—the largest healthcare fraud settlement in U.S. history—to resolve criminal and civil charges brought forward in several whistleblower law suits for illegally promoting the off-label use of its drugs, HealthLeaders Media Senior Editor John Commins reports. Under the Food, Drug and Cosmetic Act, a company must specify the intended uses of a product in its application to FDA, and that drug may not be marketed for off-label uses. Prosecutors say Pfizer ignored the law and promoted Bextra for uses and dosages that the FDA specifically declined to approve due to safety concerns. [Read More]
The marketing mix: Fundamental, yet still elusive
Focusing on the marketing mix is fundamental, writes Karen Corrigan in her "Chief Marketing Officer" blog. The dilemma is that, historically, healthcare organizations have over-invested in the promotions end of the marketing mix at the expense of the other elements of the formula that create true customer value. And all too often that results in under-performance for marketing investments. One solution: Alignment. Unfortunately, she writes, even the best of marketing evangelists find it a challenge to bring operations, administrative, clinical, financial, and marketing people together. [Read More]
Twitter is top site for customer comments, complaints
Twitter has become one of the primary online destinations for customer comments and complaints, according to BrandWeek. Consumers have realized that through Twitter they can have a larger voice than on a blog or a company feedback Web page, the article states. The number of people using Twitter grew 1,928% to nearly 21 million unique visitors between June 2008 and June 2009, according to Nielsen. The micro-blogging site also had the top growth rate among social sites in its peer group, followed by Facebook, up 198% to more than 87 million, and Tagged, up 166% to more than 7.6 million. If you haven't already, go on the Twitter homepage search for your organization's name. It may make you want to create an account to share the praise you receive and address any complaints. [Read More]
Study: Social network branding influences few women
Three-quarters of women say brands they come across on social networks have very little bearing on their purchasing decisions, according to a study by ad:tech Chicago and Q Interactive, reported by BrandWeek. Another 21.9% of women surveyed said the sites have somewhat of an influence, and just 3.3% said the sites greatly influence them. Experts say the underlying problem is a lack of positive engagement. Though more than half of female social network users have "friended" a brand, 64% feel neutral and 19% feel negatively when they encounter brands online. Only 17% said the experience was positive. [Read More]
Campaign Spotlight
Newsworthy Campaign Achieves Results
Click to view larger version.
A teenage boy and his mother were sitting at the breakfast table in their Minnesota home when the boy noticed a hospital-sponsored article in the newspaper about people who suffer from eating disorders. "I'm one of them," he told his mother. The young man soon checked himself in to Park Nicollet Health Services—one of the organizations that sponsored the article—for treatment. The Minneapolis health system partnered with a local television station and newspaper to sponsor the Stay Healthy Minnesota campaign, which features educational print ads, TV spots, and Web content about several health issues. [Read More]
Calendar of Events

October 22: Marketing to Physicians: Build Relationships to Increase Referrals

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

10/4/09: The Health Care Public Relations, Marketing & Internal Communications: A Social Media Summit, Scottsdale, AZ

10/14/09: HealthLeaders Media Marketing Experience 09, Chicago

10/15/09: HealthLeaders Media '09: The Hospital of the Future Now, Chicago

10/18/09: Hospital and Physician Relations, An Executive Summit, Chicago, Chicago

Sponsored Headlines
Improve the total patient experience with hospital digital signage, Vericom.
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

Developing a Social Media Marketing Plan: It's time to take your hospital into the world of social media marketing, write Mark Shelley and Dan Dunlop. But too many organizations pursue social media without first developing the strategic rationale that supports and guides the program. The appropriate first step is the development of a social media marketing plan. [Read More]
Audio Feature

Dr. Kurt Kastendieck, a family practice physician in New Mexico, talks about his experiences in a high tech practice. and offers advice to physicians considering adopting an EHR system. [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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