HealthLeaders Media Marketing Weekly - September 16, 2009 | In the Future, It's All About the Patient's Experience
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In the Future, It's All About the Patient's Experience
Gienna Shaw, for HealthLeaders News

In this month's HealthLeaders magazine cover story, I wrote about the patient of the future. From adopting (and adapting to) new technologies to building better doctor-patient relationships to making it easier for patients to get information about their health to making it easier for them to book appointments, the predictions in the article all have one thing in common: They improve the patient experience. [Read More]
  September 16, 2009


Editor's Picks
Internal support boosts external fundraising success
The key to successful fundraising campaigns? Internal support. Dana-Farber Cancer Institute in Boston has one year left on its $1 billion Mission Possible capital campaign, the largest effort the organization has ever undertaken. The organization approached senior faculty before the campaign's 2007 public launch, according to The NonProfit Times. More than 95% pledged financial support. "So, anytime we went out to talk to donors or trustees or corporations, we were able to say that 96% of our faculty support this campaign. And, that was huge," Susan Paresky, senior vice president for development at Dana-Farber, told the journal. "The amount of people who were impressed by that spoke volumes to us and for our campaign." [Read More]
Twitter users increase 200% in 2009
About 18 million American adults will access Twitter at least monthly this year, a 200% increase from 2008 levels, according to eMarketer. Usage will climb another 44.4% in 2010, reaching 26 million U.S. adults. This projection counts 11.1% of Internet users as Twitter users this year, which aligns with Harris Interactive and Pew Internet & American Life Project estimates of 13% and 11%, respectively. "Since our earlier Twitter user estimates were published in April 2009, the number of visitors has risen sharply," said eMarketer senior analyst Paul Verna. "In addition, research data shows healthy—and growing—percentages of U.S. Internet users adopting the popular microblogging platform. These two factors compelled us to upwardly revise our previous forecast." [Read More]
Poor SEO hurts White House health reform site
Although the White House created a "Reality Check" Web site to address misinformation about its health reform plans, consumers are unlikely to find the site when searching for the most popular health-related topics online, according to the National Journal. Experts say the site may not come up in common searches because of poor search engine optimization (SEO). "I don't think [the Reality Check site] is really well optimized and is helping the campaign," said Michael Fleischner, an SEO expert. "If we were to type the most common terms that people are searching on, we would expect [Reality Check] to come up and [it's] not coming up." The site also may not be appearing in searches because of the growing number of organizations creating health reform Web sites, according to SEO expert Aaron Wall. [Read More]
Campaign Spotlight
Rebranding Campaign Soars
Click to view larger version.
When St. Joseph's Healthcare System redesigned its logo it could have simply swapped out the old for the new organization-wide. But the hospital decided to literally put the icing on the cake by hiring a celebrity chef to incorporate the hospital's new logo into a designer cake and displaying it at an event documented by a TLC reality show. The focal point of the logo—a yellow biplane—is folded into many elements of the rebranding campaign the Paterson, NJ, hospital launched in March. The hospital's marketing team worked with the Wilmington, DE, ad agency Aloysius Butler & Clark to create the campaign in the hopes of becoming the dominant provider in Northern New Jersey. [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
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From HealthLeaders Magazine
The Patient of the Future

Physicians suggest. Patients ignore. Technology alone won't bring them together. But a new relationship just might. [Read More]
Service Line Management
Certifiable Stroke Care

With a growing emphasis on stroke center certification, hospitals must demonstrate that they have the teams in place to treat stroke patients quickly and effectively, or risk losing patients to a competitor down the road. [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]
Sponsor HealthLeaders Media Marketing Weekly

Contact Paul Mattioli, Sr. Director of Sales, at or call 800.639.7477.
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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