HealthLeaders Media Marketing Weekly - June 9, 2010 | Streamline Service Lines to Avert Brand Identity Crisis
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Streamline Service Lines to Avert Brand Identity Crisis
Marianne Aiello, for HealthLeaders Media

Once an organization's branding well bursts, it's difficult to stop the flow of disjointed logos for each separate service line. Soon the organization will be left with a bad case of logo soup, its branding covered in an unpleasant sheen. But, the situation can be corrected without resorting to a plan that starts with the word "top." Lehigh Valley Health Network attacked its logo spill head on and streamlined its service lines under one cohesive brand. [Read More]
  June 9, 2010


Editor's Picks
A Layoff/Patient Satisfaction Connection?
Many hospitals had to cut jobs in 2009 in order to weather the recession and, unfortunately, those layoffs seem to have taken a toll on patient satisfaction. Between the first quarter of 2009 and the same period in 2010, hospital satisfaction dropped 5%, according to the American Consumer Satisfaction Index, which measures consumer satisfaction for 10 economic sectors. "It's not unusual for customer satisfaction to drop in a recession, but this data point should be a warning sign to senior leaders in healthcare," writes HealthLeaders Media's Senior Leadership Editor Phil Betbeze. Why? Because patients are getting wiser toward customer service, and so should you. [Read More]
Philly hospitals make patient recovery more luxorious
Soon, "It ain't the Ritz" won't be an accurate to describe hospitals in the Philadelphia area. The Ritz-Carlton's medical-concierge program, which was initially exclusive to Shriners Hospital for Children, has expanded after a trial run to include hospitals and medical facilities throughout the Philadelphia area. The concierge does not perform medical procedures or administer drugs, but the hotel-based program offers such services such as wake-up calls for medical appointments, transportation to and from doctors' offices, special sleep arrangements, custom dietary options, prescription pickups, and babysitting services. Services are a la carte and rooms at the Ritz-Carlton cost from $189 to $699 a night. It's definitely not for everyone, but this type of partnership is a great way for an organization to differentiate itself and attract insured, high-value patients. [Read More]
AMA Launches Multi-Million Ad Campaign For Prompt Senate Vote to Reverse Pay Cut
The American Medical Association yesterday launched a multi-million dollar print and radio campaign to persuade the Senate to permanently reverse the 21% cut in physicians' Medicare pay before the healthcare system goes into "meltdown," reports HealthLeaders Media's Cheryl Clark. The AMA will run the ads in the Wall Street Journal, the New York Times, and USA Today for "as long as it's needed to get Congress to deal with this problem," said AMA president J. James Rohack, MD. "The AMA will not sit silent while the Senate fails to fill its obligation to seniors and the baby boomers who begin to enter the program in just six months when the first wave turns 65." The ads also call out senators for celebrating Memorial Day before voting to preserve benefits. [Read More]
Campaign Spotlight
Campaign Prompts Consumers to 'Discover' Medical Center
Virginia Commonwealth University Medical Center prided itself on being a leading academic medical center that conducted many research and clinical trials. But when it asked consumers to describe the organization, they didn't hear much beyond "the place to go for serious care' and "big.' So VCU launched an integrated branding campaign to align internal and external perception. The effort won the 779-bed organization a gold award in branding at the 2009 HealthLeaders Media Marketing Awards. [Read More]
Sponsored Headlines from IBM
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Providing better healthcare through smarter collaboration: Read this brief to see how smarter collaboration can streamline processes, improve communication and deliver outstanding customer service.

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Calendar of Events

On Demand: 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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From HealthLeaders Magazine
Time to Put Patients First
How America's hospitals have lost touch with their top priority?and what healthcare leaders are doing to fix it. [Read More]
Service Line Management
Patient-Centered Surgery
Making surgery more patient-centered requires careful coordination and better feedback from patients and their families. [Read More]
Marketing Forum

Three E-mail Marketing Success Stories: Email marketing is often seen as another method of advertising, but to truly gauge the value of email for an organization we must look to its ultimate goal: communication. Organizations need to share information both internally and externally. Proper internal communication allows more efficient operations, higher morale, and promotion of internal initiatives. Externally, ideal communication can be used to establish a strong brand image, ultimately creating meaningful relationships with all stakeholders. [Read More]
Audio Feature
Why Patient Experience Should Drive CEO Decision-Making:
If a hospital is to become patient-centric, the CEO has to have patient experience at the top of his or her list of concerns, says Gary Adamson, chief executive officer of Starizon Studio. The CEO is the only person in the organization who can span across all the department silos and drive a well-thought out orchestrated patient experience, he says. [Listen Now]
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