HealthLeaders Media Marketing Weekly - October 28, 2009 | Patient Experience: 'The Wisdom is in this Room'
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Patient Experience: 'The Wisdom is in this Room'
Gienna Shaw, for HealthLeaders News

Sonia Rhodes, vice president of customer strategy, The Sharp Experience & The Sharp University for Sharp HealthCare in San Diego, tells a story about her organization's CEO, Mike Murphy, that will always stick with me. Talking to an assembly of employees about his vision of Sharp as the best place to work and the best place to receive care, he told the assembled audience: We don't have all the answers or know exactly what it's going to take, and I am going to need each of you to help. What I do know is that I'm confident that the wisdom is in this room—that the people of Sharp have the creativity, initiative, and expertise to make this happen. I was reminded of that memorable phrase, "the wisdom is in this room," at our HealthLeaders Media 2009 Marketing Experience event, held earlier this month in Chicago. [Read More]
  October 28, 2009


Editor's Picks
Healthcare marketing leaders: What's on your mind?
The 2010 edition of the HealthLeaders Media Industry Survey for Marketing Leaders is now open online. This annual survey reveals a host of information about the healthcare industry in general and healthcare marketing in particular. And in the following years we'll be benchmarking questions such as what leaders consider their top priorities and how they assess key marketing initiatives. We also have some new questions this year—so make sure to speak up and be heard. The survey of healthcare professionals should take about 14 minutes to complete, and closes the night of Nov. 2. [Take the Survey Now]
There's More to those Kaiser Ads Than YouTube Hits
The stunning visuals and topical content of the latest Kaiser Permanente "Thrive" campaign ads have propelled the commercials to go viral online, including on sites such as YouTube. But the Oakland, CA-based organization's marketers will tell you that the ads' distinction is part of why the five-year branding campaign has achieved such success. "Thrive is almost a public service message to the marketplace that says this isn't just about our Kaiser members—it's about the fact that we want our communities to thrive," says Debbie Cantu, vice president of brand marketing and advertising at Kaiser. "Everyone benefits when people are healthier. We ultimately started to evolve that message to talk more about the KP differentiators." [Read More]
Healthcare specific PR challenges
In a post on "Valley PR Blog" about industry-specific PR challenges, Debra Stevens, director of marketing and communications for the Phoenix Children's Hospital, notes that communicating about pediatric healthcare means telling stories about children with a variety of health conditions. "However," she adds, "federal health privacy regulations—HIPAA—sometimes restrict our ability to tell these stories. We must sift through a huge number of great stories to find the ones that support our message strategy, then find the right physician expert and prep him or her for an interview, and receive signed parental consent—all on the media's 'need it now' timetable." [Read More]
Drug samples under scrutiny (again)
Free drug samples, a favorite marketing tactic of pharmaceutical companies, has come under scrutiny yet again—this time in Vermont. A state panel is reviewing the merits of free medicine samples provided at doctors' offices and curbing or even eliminating the free samples could be the next step for the state, which already holds drug companies accountable for their marketing efforts, according to this Associated Press article. The testimony before the panel, however, often strayed from the main point of the hearings, lapsing into a debate familiar to healthcare marketers: whether the free samples are a marketing ploy that distorts the way healthcare is delivered. [Read More]
New CEO discovers hospital's ad campaign in local mall
North Fulton Regional's new campaign was created to turn the heads of local consumers, but it also caught the eye of the Roswell, GA, hospital's new CEO. "CEO Deborah Keel first heard about the hospital's 'We Specialize in You' marketing campaign when she walked into North Point Mall shortly after starting work at the Roswell healthcare facility," writes Bob Pepalis on "Seeing the large photos along the tops of walls in the mall and a huge photo banner hanging from the ceiling in the center of the mall certainly got her attention." The first push featured several dozen photos of medical staff and the latest installment features photos of patients—and this time Keel attended kick-off activities. [Read More]
Campaign Spotlight
Cinematic Campaign Knows its Audience
Click to view larger version.
At first glance, "The Warrior" ad looks as if it's promoting yet another Spartan-era Hollywood epic. But then there's the fine print: "The Saint Joseph's Film Group presents a Heartfelt Production 'The Warrior.' Written and directed by the patients themselves." The cinematic ads are part of the St. Paul, MN, hospital's 2008 image campaign, which won the medium hospital best in show award in this year's HealthLeaders Media Marketing Awards. [Read More]
Calendar of Events

On Demand: 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

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From HealthLeaders Magazine
Care Team Architecture

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Service Line Management
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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

Recruit and Retain the Perfect Physician: Hiring the right physician to work in your practice for the long haul can be daunting, especially if you?re replacing a successful partner who is retiring or if your practice has a high turnover rate. Before you write a job description or call any candidates for an interview, take the time to create a detailed plan for effective and sustainable physician recruitment and retention. [Read More]
Audio Feature

Meryl Montgomery, MSN, RN, ANCC Magnet Recognition Program® director at the Medical Center of Central Georgia, discusses how the economy is affecting bedside caregivers and how managers can improve staff morale. [Listen Now]
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