HealthLeaders Media Marketing Weekly - April 7, 2010 | Gasps and Giggles: When It's Okay to Break from Traditional Healthcare Advertising
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Gasps and Giggles: When It's Okay to Break from Traditional Healthcare Advertising
Marianne Aiello, for HealthLeaders Media

There seems to be a universal formula for hospital TV ads: a reassuring voice speaking over sappy music while static stock-photo images of faux doctors and patients flash across the screen. Radio, print, and outdoor spots are cut from the same cloth. But when hospitals lighten up, the resulting advertisements are often more memorable and water cooler-worthy than their stuffy counterparts. [Read More]
  April 7, 2010


Editor's Picks
AHA TV Spot Thanks Congressmen for Health Reform Votes
If you thought passage of the healthcare reform bill would mean the end of politically charged TV spots, well? no one really thought that, did they? The American Hospital Association began airing ads thanking 16 Democratic congressmen for voting for reform last month. These congress men hold what may be highly competitive seats come the mid-term November congressional elections. The AHA dropped more than a million bucks on the 30-second spots, which are airing in the congressmen's home districts. The ads feature patients, seniors, physicians, and cute kids thanking the congressmen for their vote. It's not the first time AHA has aired ads in support of a candidate for Congress, but it's the first time an advertisement has been used to express thanks. [Read More]
Financial crisis? Build a Web site.
That's what Jackson Health System did in a bid to gain community support for the financially flailing organization. "As you may know, Jackson Health System is currently facing a significant financial crisis," reads the homepage. "However, we do not want these challenges to overshadow the world-renowned medical care that is provided throughout our facilities." The Web site also includes sample letters from employees, caregivers, and members of the community that can be sent to political leaders. I know I shouldn't underestimate the power of the wired masses, but I'm not sure how much this campaign can help?Jackson is projected to lose $229.4 million this fiscal year unless there are drastic changes. [Read More]
Hospital systems piloting educational health video iPad app
Two hospital systems are piloting its new Medical Video jLog for the Apple iPad. The application uses short-form interactive video to explain common medical procedures, such as CT scans, cardiac stent placements, and physical rehabilitation treatment. Florida Hospital for Children at Walt Disney Pavilion in Orlando and St. Luke's Health System in Boise, ID, started the pilot yesterday. The Florida Hospital application consists of an animated sequence of five two- to four-minute videos and interactive Q&A featuring a young boy named Max and his bear friend Buddy as Buddy undergoes a CT scan. Patients can view videos and patient testimonials on iPads in the hospital or download content directly from the iTunes store to their iPad at home, for use anywhere they choose. (If you're like me, that means the display iPad at the Apple store.) [Read More]
Campaign Spotlight
Turning Giveaways into Consumer Data
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Hillcrest Hospital's branding campaign taps into a basic human desire to drive patients to its Web site?winning free stuff. The Mayfield Heights, OH, hospital offered a special giveaway for each service line on a campaign microsite by prompting visitors to request additional information and enter their contact information. The campaign won the hospital a silver award in the branding category at the 2009 HealthLeaders Media Marketing Awards. [Read More]
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