HealthLeaders Media Marketing Weekly - September 23, 2009 | When Nobody Knows Your Name
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When Nobody Knows Your Name
Gienna Shaw, for HealthLeaders News

I've lived most all of my life in Massachusetts and I'm quite familiar with the local Tufts brand. I know about Tufts University's medical, dental, and veterinary schools. And I know all about Tufts Medical Center. Or so I thought. [Read More]
  September 23, 2009


Editor's Picks
Surviving Cutthroat Competition
Competition in the healthcare market will become increasingly cutthroat with or without a legislative answer to healthcare reform, writes HealthLeaders Media senior editor Philip Betbeze. Competition among hospitals as reimbursements decline for even high-dollar service lines will grow ever more fierce, not only because of the greater influence quality and outcomes data are exhibiting on where commercial and government payers steer their patients, but because over the medium- to long-term future operating margins will be similarly squeezed. That means hospitals need to carve out niches on service lines that can effectively compete against sometimes-better financed and bigger rivals. Betbeze offers three ways to come out on top. [Read More]
Marketers to use social media to retain, attract customers in 2010
Customer acquisition and retention and thought leadership are marketers' top priorities for the coming year, according to a survey by virtual events provider Unisfair. Six in 10 marketers polled said attracting new customers is one of their main goals for 2010. Another 48% said they are planning to focus on retaining current customers. Additionally, nearly 50% of respondents said they would use virtual communities to engage current and future customers. The most common response was social media (75%), search (51%), and e-mail (49%). [Read More]
Pepsi reaches out to African-American moms online
Pepsi is reaching out to African-American moms with a digital community where consumers will be asked to share inspirational thoughts, according to BrandWeek. The effort uses the tagline "We inspire" and is positioned to be the cornerstone of Pepsi's African-American marketing outreach for 2010. The soft drink giant aims to build awareness for though Facebook and print ads in magazines such as Essence and Black Enterprise. Industry watchers say that this Pepsi effort is one of the first that focuses explicitly on African-American mothers. [Read More]
Emergency Physicians Launch Reform Campaign
Congress, the White House, and the public still don't appreciate the essential need to strengthen rapid response expertise within hospitals, says a coalition of emergency room doctors who launched a campaign to set the record straight, writes HealthLeaders Media senior editor Cheryl Clark. The campaign points to four "myths" being perpetrated in the health reform debate, according to the American College of Emergency Physicians. The group is spending $110,000 on the print, broadcast, and Web-based campaign. [Read More]
Stop Scaring the Seniors, Please
CMS is demanding that Medicare-contracted health insurance and prescription drug plans stop sending "potentially misleading mailings" to beneficiaries about healthcare reform. The move comes on the heels of Humana, Inc., sending similar mailings to beneficiaries. CMS announced on Friday that it is investigating whether Humana inappropriately used the lists of Medicare beneficiaries for "unauthorized purposes." The feds made the announcement after Sen. Max Baucus (D-MT) spoke out about Humana's one-page letter. The Senator alleged that the insurer was trying to scare seniors. [Read More]
Caregivers, Patients Target of Patient Safety Campaign
An internal campaign at Abington (PA) Memorial Hospital aims to keep patient safety fresh in the minds of frontline caregivers—and patients. The hospital-wide initiative focuses on behaviors and actions. Originally launched in 2008, staff members decided to continue and build on Patient Safety First after seeing success in its first year. The campaign is injected into the everyday working environment, with messages on screensavers, in an internal nursing newsletter, and on posted educational pieces. Patient safety coaches also help spread the message to fellow caregivers. [Read More]
Campaign Spotlight
Patient Stories Go Multimedia
Click to view larger version.
Kurt is a young athlete and student who has survived cancer. Jane is a hula-hoop-loving fourth grader who has juvenile diabetes. Kavan is an active toddler who spent the first weeks of his live in intensive care. Although these youths' stories are different, they have one thing in common. They each have a dedicated Web page on the University of Minnesota Amplatz Children's Hospital site that tells their stories in words, videos, and photos. The Minneapolis hospital created detailed Web pages like these for nine patients as part of its fall advertising campaign, which launched on September 14. [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

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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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