HealthLeaders Media Marketing Weekly - October 14, 2009 | How Experience Spurs Even Lazy, Passive Patients into Action
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How Experience Spurs Even Lazy, Passive Patients into Action
Gienna Shaw, for HealthLeaders News

I write about patient experience a lot. This week, I have a real-life example of why patient experience matters—perhaps even more than loyalty, location, quality, cost, or brand awareness. [Read More]
  October 14, 2009


Editor's Picks
What do healthcare marketing leaders think?
The 2010 edition of the HealthLeaders Media Industry Survey for Marketing Leaders is now open online at Included this year are new questions that seek your thoughts on healthcare reform efforts, and economic and stimulus issues, among others. Plus, we build on key benchmark questions from last year, checking on your top priorities and your assessment of key marketing initiatives. This comprehensive survey should take about 14 minutes to complete. Be sure to provide contact information and we'll enter your name in a drawing for a $1,000 gift card. [Take the Survey Now]
Brand managers out, brand advocates in
Who's your brand manager? Your customers. So having a person on staff to manage your brand is outdated, this AdAge article says. That's why a new report from Forrester Research will recommend changing the name "brand manager" to "brand advocate," and fundamentally changing marketer organizations in response to the onset of the digital age, according to the article. Brand advocates "will be seemingly more powerful and consumer-centric, much nimbler, and more real-time-oriented than the brand manager of today—and they will be a lot more opportunistic in creating media partnerships, and a lot less loyal to their agencies." [Read More]
A Shot of H1N1 communications due
There are two reasons nurses and other healthcare workers are hesitant to get the H1N1 flu shot this year, writes HealthLeaders Media editor Rebecca Hendren: a simple dislike of being forced to do something, and legitimate concerns about the new vaccine's safety and efficacy. "Faced with the lack of knowledge about the vaccine and the many sources of hysteria or gossip, it is critical that healthcare organizations focus on staff education to ensure employees understand the facts about H1N1 and the vaccine," she writes. [Read More]
Choosy moms choose e-mail marketing
Women with children are less particular about the marketing e-mails they receive when compared to their childless counterparts, according to Prospectiv's "What Women Want Consumer Survey." While 45% of moms said they want information relevant to their lifestyle, 21% said they want to see "anything they send me." Conversely, 35% of women without children said they do not want any information at all and 30% said they are interested in messages related to their lifestyle. Additionally, just 1% of moms surveyed think blogs are the most effective way to promote a brand, contrary to a popular belief among online marketers. About 47% of moms favor product samples offered online and 40% prefer coupons. [Read More]
For men, digital media is routine
Men tend to be more willing than women to replace traditional media with digital and online platforms, according to media agency TargetCast:tcm's recent study. After surveying 895 adults aged 18-64 in September, researchers found that it's more common for men to say the Internet has replaced their need to read print newspapers and magazines. Additionally, about 34% of men say radio is not as relevant today because there are so many other sources for music, compared with just 23% of women. Generational differences are also a factor: adults older than age 35 are more likely to consider magazines and newspapers valuable sources of information than younger adults, who are more likely to have replaced newspapers and magazines with Internet content. [Read More]
Campaign Spotlight
Cautionary Campaign Attracts Callers
Click to watch video.
"The following contains material which may be offensive to those suffering with knee pain," the TV spot for the Bone and Joint Hospital at St. Anthony begins, "Viewer discretion is advised." After giving viewers a chance to recover from their collective double-take, the commercial features a montage of people bending their legs to creaking sound effects. The Oklahoma City, OK, hospital's marketers created the multimedia campaign, which includes print, outdoor, online, and TV elements, to promote MAKOplasty—a new robotic technology now available at the hospital. [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

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
Care Team Architecture

Creativity and flexibility count, sure. But underlying the successful care team design is a foundation of essential and lasting values. [Read More]
Service Line Management
State of Emergency

The nation's emergency departments are feeling the effects of the economic downturn, but innovations in patient throughput and other strategies offer hope for a beleaguered system. [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

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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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