HealthLeaders Media Marketing Weekly - June 16, 2010 | Time to Break the Taboo of Wooing Well-insured Patients
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Time to Break the Taboo of Wooing Well-insured Patients
Marianne Aiello, for HealthLeaders Media

You won't often overhear a hospital marketer loudly proclaim at a dinner party that their organization is trying to attract more insured patients. It's understandable—most people in healthcare got into that field to help people, and admitting aloud that you're trying to bring in wealthier clientele just doesn't seem right. This taboo needs to end now. High-value patients keep hospitals in business and enable them to care for the poor and uninsured. [Read More]
  June 16, 2010


Editor's Picks
Hospital Seeks To Terminate Five Hospital Workers For Privacy Breaches on Social Media
Tri-City Medical Center in Oceanside, CA, last week said it has moved to terminate five employees and has disciplined a sixth for using "social media to post their personal discussions concerning hospital patients." Hospital officials became suspicious earlier this year that a breach of patient privacy may have occurred on Facebook and launched an investigation, but as yet have found no evidence that patient names, photographs, or other information were posted on the site. Tri-City also has not specified the information these six employees allegedly shared on the website. This story can serve as a reminder to all marketers that your organization should create a detailed social media policy and ensure that each employee understands that policy's importance. [Read More]
St. Joseph Employees Donate Paid Time Off to Charities
Here's a great example of how a little charity can present an ideal PR opportunity. St. Joseph Health System in Orange, CA, has created a new program that allows employees to donate the cash equivalent of their paid time off (PTO) to charity, writes HealthLeaders Media editor John Commins. The PTO Donation Program was launched in March at the behest of employees to help the people of earthquake-stricken Haiti. So far, it has raised about $25,000. Are you making sure your community knows about all the ways your organization is giving back? If you don't inform them, they're not going to find out. [Read More]
Survey Finds 45% of Hospital Employees Discontented, Disengaged
Something to consider when deciding if there's room in the budget for another employee appreciation event: Nearly half of hospital employees say they're disengaged, disempowered, and unhappy on the job, according to the 2010 Hospital Pulse Report: Employee and Nurse Perspectives on American Health Care from Press Ganey Associates. The study also found that younger workers and those at the patients' bedside are the most discontented. The survey analyzed responses from more than 235,000 employees at nearly 400 U.S. hospitals. Remember, if your employees feel valued, patients will likely have a better experience at your hospital. [Read More]
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Campaign Spotlight
Awareness Campaign Takes Advantage of Community Participation
St. Anthony Hospital, an 80-bed facility in Gig Harbor, WA, opened in March 2009, five years after the health system received regulatory approval. Although the community was emphatic about building a new hospital nearby, it wasn't top of mind for many people when the doors were finally about to open. To reignite the initial excitement, the health system created an integrated ad campaign featuring the community members that helped make the hospital become a reality. [Read More]
Sponsored Headlines from IBM
Mayo Clinic radiology process transformation: Mayo Clinic transforms the way it processes and interprets medical imaging results to enable more accurate detection.

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Calendar of Events

July 22: Marketing to Physicians: Increase Sales Success Through Measurement and Tracking

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

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From HealthLeaders Magazine
Taking On the Cost Drivers
While most expense categories are unavoidable, there are ways to reduce costs. [Read More]
Service Line Management
Creating Stroke Systems of Care
If U.S. healthcare is headed toward a model that eliminates fragmentation and emphasizes continuity and cooperation, stroke care may be leading the way and making a difference in patients' lives. [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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