HealthLeaders Media Marketing Weekly - January 20, 2010 | Coakley's Failed Senate Bid: Four Lessons for Healthcare Marketers
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Coakley's Failed Senate Bid: Four Lessons for Healthcare Marketers
Gienna Shaw, for HealthLeaders News

There are lessons aplenty for marketing, advertising, and communications professionals from the Massachusetts U.S. Senate race that put conservative Republican Scott Brown into the seat previously held by the late Ted Kennedy, a liberal Democrat who couldn't have lost a race in this state if he tried. Democrat Martha Coakley's communications strategy (if you could call it a strategy) helped her lose a seat that hasn't been held by a Republican in decades. Here's what went wrong and how you can avoid making the same mistakes in your own marketing and communications efforts. [Read More]
  January 20, 2010


Editor's Picks
Texting raises $24M for Haiti earthquake relief
Text messaging has emerged as the "it" fundraising tool, as millions of Americans text donations for Haiti earthquake relief over their cell phones. According to this article, the Red Cross has received more than $24 million in relief contributions via texts from cell phones. [Read More]
Ready to dust off that resume?
Good news for marketers—the job market might be opening up again, according to this MarketingProfs article. Digital and direct marketing hiring is on track to rebound in early 2010 with 46% of hiring managers planning to add staff in the first quarter. That's up from 30% who said the same in the fourth quarter of 2009, according to a survey. The number of companies that reported hiring freezes also fell. [Read More]
Low-risk social media tactics for healthcare marketers
Although the FDA has not passed specific regulations on the use of social media in healthcare device marketing, there are, perhaps, some common sense and low-risk applications of social media for healthcare businesses, including monitoring conversations and correcting misinformation, writes blogger John Barton. Although the article is geared toward medical device marketers, the advice holds true for hospital and health system marketers as well. [Read More]
Why health brand marketers must embrace 'Attraction Marketing'
Rational information and comparative data that show how your healthcare organization is better than your competitors won't help you connect with your audience. Why? The harsh reality is that people really don't care about your organization, writes blogger Eric Brody. "What they do care about is how you make them feel about themselves and their decisions, and how much value you add to their lives. It's their stories that are important, not yours," he writes. [Read More]
Campaign Spotlight
Heart Hospital Celebrates Victories
Click to view larger version.
Physicians and staff at OSF Saint Francis Heart Hospital saw every patient who recovered after a life-threatening heart disorder as a victory, and they wanted their community to know it. The 107-bed, Peoria, IL, hospital launched an integrated campaign to do just that. The agency worked with Saint Francis marketers to create a campaign using print, outdoor, direct mail, and radio advertising. They also launched an internal microsite where Saint Francis team members could share stories about how fellow staff members contributed to their many victories. [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

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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]
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