HealthLeaders Media Marketing Weekly - May 5, 2010 | Campaign Microsites No Longer Optional
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Campaign Microsites No Longer Optional
Marianne Aiello, for HealthLeaders Media

It's next to impossible to prove that the billboard on the highway convinced X-amount of patients to schedule procedures at your hospital. You can ask new patients how they heard about you until you're blue in the face, but you will never know for sure. To find real, true, honest-to-goodness ROI, marketers must turn to the Internet. The Chester County Hospital recently launched a campaign promoting an online risk assessment tool?and the ROI would make any healthcare marketer's mouth water. [Read More]
  May 5, 2010


Editor's Picks
Nashville health system updates ER wait times on billboards, iPhones
I never fully appreciated the value of online wait times until I went to the Registry of Motor Vehicles last week. After getting over the shock that a state Web site actually had such a feature, I chose the closest location with the shortest wait and found it was pretty accurate once I got there. TriStar Health System in Nashville has also recognized this convenience factor and has started posting wait times for its nine ERs around the city. The wait times will be posted on billboards, online, and be available via iPhones and text messages. But it's important to remember that wait times aren't enough?patients expect a positive experience with their fast service. I wish someone would have told this to the workers at the RMV. I would have gladly waited thirty extra minutes to have someone speak to me as if I hadn't just had a partial lobotomy. [Read More]
For healthcare change, look to Generation X
Generation X might just be the group of consumers that will ignite change in the healthcare system, says Paul Keckley, executive director of the Deloitte Center for Health Solutions. "If there's an epicenter of change, it's that group," Keckley told the Wall Street Journal Health Blog. "There's definitely a generational wall between the boomers and seniors who say, 'It is what it is,' and Gen X, which says the system should do a lot of things it's not doing now. They want to see their own records, they want to know whether a doctor is competent or not and they want to see prices up front." A Deloitte survey found that Gen X and Gen Y are "less satisfied with their health plans and care and they want information, understandable prices and connectivity through technologies" and are more willing to use more convenient, cheaper forms of healthcare, such as retail clinics or alternative medicine. Finally, Gen X and Y have found some common ground?and it may do us all some good. [Read More]
Breakthroughs: The Impact of Personalized Medicine Today
Take a look at how progressive health systems, medical researchers, and physicians are working together to bring the practical benefits of personalized medicine to the frontlines of healthcare delivery. Beth Israel Deaconess Medical Center, The Ohio State University Medical Center, Partners HealthCare, and Vanderbilt University Medical Center share insights and the lessons learned that will help you explore the current and near-term impact of personalized medicine, determine whether your healthcare information technology foundation is ready for the opportunity, and see where lab research and clinical practice are overlapping. [Read More]
Campaign Spotlight
Hospital-Produced Special Spurs Women to Action
It's becoming more common for hospitals to work with creative agencies, especially when it comes to producing TV spots. But Baton Rouge (LA) General created a 30-minute special to promote its Women's Center using internal talent and a little help from a local station. The resulting "Time to Survive" campaign won the 544-bed hospital a gold award in the community relations category at the 2009 HealthLeaders Media Marketing Awards. [Read More]
Sponsored Headlines from IBM
Mayo clinic radiology process transformation

Best practices in complex patient care decisioning

Smarter healthcare virtual scenario

Providing better healthcare through smarter collaboration

Drive better business outcomes through Web portals

IBM Study: Leveraging the Value of Portal Solutions

Calendar of Events

May 19: Five Proven Steps to Improve Patient Satisfaction Scores

On Demand: Beyond ROI: Prove the Success of Your Marketing Efforts

On Demand: Cancer Service Line Success: Better Coordination, Better Outcomes

On Demand: 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

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Marketing Forum

Missing the Mark-eting: Marketing in healthcare, and in particular within a highly specialized medical practice, can be somewhat of a crapshoot. Determining what is effective and what is a waste of your valuable time and money can be difficult to discern. However, with a little determination?and a plan?healthcare leaders can greatly improve their message and the degree to which they reach those who need to know about your services. [Read More]
Audio Feature
Boost Patient Satisfaction Via Patient Flow:
Are long wait times in the ER hurting the patient experience at your organization? Denice Soyring Higman, RN, president and founder of Soyring Consulting in St. Petersburg, FL, discusses how hospitals can dramatically boost patient satisfaction scores with simple patient flow changes and by using clinical data to improve efficiency and productivity in the ER. [Listen Now]
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