HealthLeaders Media Marketing Weekly - November 4, 2009 | To Prepare for the New Normal, Marketers Must Show Strategic Value
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To Prepare for the New Normal, Marketers Must Show Strategic Value
Gienna Shaw, for HealthLeaders News

How will healthcare reform affect marketers? Well, it won't if your organization views marketing as the department that creates ads and writes press releases. But if your hospital or health system leaders understand the value of a strategic marketer—or if you'd like to convince them they should—La Grange, IL-based SPM Marketing and Communications has some advice for you. [Read More]
  November 4, 2009


Editor's Picks
Criticism for Kellogg's Immunity Claims
Breaking news: Kellogg's cereals now protect children against the H1N1 flu virus. In other news, leaves coated with vitamins are the new taste sensation sweeping the nation. Sorry, I got a little carried away there. But in my defense, so did Kellogg's when it added a big banner to their cereal boxes that says "Now helps support your child's IMMUNITY," drawing criticism from many in the healthcare community. Of all claims on cereal boxes, "this one belongs in the hall of fame," Kelly Brownell, director of Yale University's Rudd Center for Food Policy and Obesity, told USA Today. "By their logic, you can spray vitamins on a pile of leaves, and it will boost immunity." [Read More]
Overcoming leaders' fears, skepticism of social media
Hospitals tend to be pretty traditional when it comes to modes of communications—add social media to the mix and you'll likely encounter nervous naysayers. How to alleviate their apprehension? Nancy Cawley Jean on the "Hospital Impact" blog offers answers to common concerns, from getting sued to violations of corporate behavior standards to potential security breaches. [Read More]
Does embracing social media mean losing control?
Another concern of healthcare leaders when it comes to social media: The potential loss of control, including over brand image. Not so, writes John Haydon on his self-titled blog. For example, potential donors still have complete control over two things: Whether or not they choose to donate money to your non-profit and what they say to their friends about your organization. Hospitals also retain control over what people say about them online. How? Even when a customer has a bad experience, the company can still make things right. [Read More]
Campaign Spotlight
Rural Hospital Stretches Budget, Boosts Image
Click to view larger version.
PeaceHealth Siuslaw Region, a 21-bed critical access hospital in Springfield, OR, focused its mission on community commitment and support. But after reviewing the results of its 2005 community image survey, an alarm sounded for the organization's leadership. The report showed that perceived quality, advancement, access, communication, and physician competence were dropping fast. So PeaceHealth launched an image-boosting community relations campaign, which won the hospital the small hospital best in show award in this year's HealthLeaders Media Marketing Awards. [Read More]
Calendar of Events

December 3: Marketing Cardiology: Service Line Strategies for Marketers

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

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

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 Features

Eileen Dohmann, RN, VP of nursing for Mary Washington Hospital in Fredericksburg, VA, explains the difference between responsibility and accountability, and offers strategies for getting staff to make and keep commitments. [Listen Now]
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