HealthLeaders Media Marketing Weekly - January 13, 2010 | Amidst Upheaval, Marketers Must
Retain Focus on the Patient in 2010
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Words of Wisdom on Getting Advice from Outside Industries
Gienna Shaw, for HealthLeaders News

At the HealthLeaders Media Marketing Experience event this past fall, we asked participants to share with us their thoughts on what they've learned from companies outside of healthcare. From hotels to spas to retailers to motorcycle manufacturers to theme parks, lessons on experience abound, according to attendees of the event. Their words of wisdom are short and sweet (we gave them medium-sized Post-It notes to write their answers). [Read More]
  January 13, 2010


Editor's Picks
Healthcare Online Job Listings on the Rise
A report released this week shows that the growth of overall online job listings in most employment sectors ended 2009 on a positive note in December, with demand for healthcare practitioners, technicians, and support personnel leading the rally, writes HealthLeaders Media's John Commins. The Conference Board's Help Wanted Online Data Series, which tracks more than 1,000 online job boards across the U.S., found that vacancies for healthcare practitioners and technical occupations, the largest category by volume, also posted the largest December gain, with 45,100 new online listings, for a total of 541,400 online listings. [Read More]
Patient Satisfaction Has Its Rewards
It's often said that you can tell an organization's priorities by looking at calendars and budgets. The University of California, San Francisco (UCSF) graduate medical education program and its major affiliate institution, UCSF Medical Center, has established a goal-based incentive program that allows trainees to earn up to an extra $1,200 per year for improved patient satisfaction and for meeting other goals in an effort to improve and reinforce residents' commitment to patient satisfaction, quality of care, and safety. One of the goals is to maintain an annual 71st percentile ranking compared to national peers on the Press Ganey patient satisfaction survey "likelihood of recommending" question. [Read More]
Insurers Finding New Ways to Connect with Members
CIGNA recently launched a series of podcasts on iTunes and on its Web site that helps the insurer's more than 300,000 international expatriate members learn about their benefits, how to transition to expatriate life, and prepares them for possible challenges they could face when accessing healthcare abroad. The 29 different podcasts feature talks on health, wellness, benefits, weight management, and pre-trip planning. Podcasts are just a small piece of a larger consumer outreach movement for health insurers, says Vince Kuraitis, principal and founder of Better Health Technologies in Boise, ID. It's a step in the right direction, but "they are just one thing in many that health plans can do to communicate with their customers," he says in this HealthLeaders Media story. [Read More]
Breaking News: People Use the Internet
I appreciate that more healthcare organizations are reaching out to customers online, especially when it comes to social media sites. But I can't help but call out Nashville-based HealthSpring for one line in a recent press release. "Medicare plan HealthSpring today became the first major Medicare Advantage plan to establish a presence on popular social media site Facebook," the release begins. OK, so far so good. They say they'll use it to establish a brand presence and educate consumers. Also great. But then we get this pearl from one of the company's VPs: "Our research tells us that many Medicare beneficiaries—and even more of their children or younger individuals soon becoming eligible for Medicare—use the Internet regularly and are looking to the Web for information about key decisions such as choosing a Medicare plan." I'm thinking HealthSpring could have saved a little time on that particular line of research. [Read More]
Internet Works for Clinical Trial Recruitment, Too
The Internet is one of the top ways patients learn about clinical trials, yet it is often omitted as a viable strategy in most patient recruitment plans. "It is no secret that the Internet has become one of the most used tools for businesses and consumers alike, but it is probably the most underutilized tool when it comes to patient recruitment," David Heck, senior director at CenterWatch, a clearinghouse for information about and listings of open clinical trials, said in a release. "Currently, only about 10% of all clinical trials enroll on time, largely due to slow patient recruitment," Heck adds. Traditional strategies, he says, are not getting the job done. [Read More]
Campaign Spotlight
Old Hospital, New Image
Click to view larger version.
Riverview Hospital has served its community for a century, but recently new hospitals have been encroaching on the Noblesville, IN, hospital's long-established turf. So the organization launched a branding campaign to promote the hospital and its latest technology?something the competing organizations advertise. The campaign aimed to inform straying patients that they don't have to look or travel far for world-class care, and to "preach to the choir" by emphasizing the importance of its exceptional services to internal audiences. The effort received a gold award for branding among medium hospitals at the 2009 HealthLeaders Media Marketing Awards. [Read More]
Calendar of Events

January 25, 2010: Marketing Oncology: Service Line Strategies for Marketers

On Demand: Strategic Marketing Lessons from Other Industries: 5 Innovative Ideas That Work

On Demand: Marketing Cardiology: Service Line Strategies for Marketers

On Demand: Marketing to Physicians: Build Relationships to Increase Referrals

Sponsored Headline
One kid, 3 ER admissions, 12 back-end systems. One eHealth ecoSystem. Learn how MEDSEEK is improving the patient experience.
From HealthLeaders Magazine
Five Strategies that Prove Healthcare is Still a Growth Industry
Here is a review of growth opportunities that will increase revenue, decrease costs, or enhance services in the areas of leadership, finance, physicians, technology, health plans, quality, and outcomes. [Read More]
Service Line Management
The Sports Center
Famous athletes and big sports programs may be the public face of sports medicine, but at its core are local communities and, increasingly, the unconventional athlete. [Read More]
Marketing Forum

Four Ways Practices Can Conduct Effective, Cost-efficient Outreach: Giving speeches to local groups is just one of the ways physician practices can reach out to potential patients without embarking on an expensive marketing campaign. Often, getting your practice's name and expertise out in the community is more beneficial than a billboard. Here are four low-cost and effective ways in which practices can perform community outreach. [Read More]
Audio Features

Diane Stover of Memorial Hospital and Health System in South Bend, IN, talks about how healthcare organizations can benefit from conducting "innovisits" with companies in other industries. [Listen Now]
Sponsor HealthLeaders Media Marketing Weekly

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