HealthLeaders Media Marketing Weekly - June 30, 2010 | Extracting Hard Data from Facebook Campaigns
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Why Marketers Should Care About the Strategic Halo
Marianne Aiello, for HealthLeaders Media

Alle-Kiski Medical Center planned to scale back its endocrinology and diabetes care services—until it began to analyze the strategic halo effects on its cardiovascular service line. To the surprise of leaders at the 258-bed hospitals, research proved that 35% of its cardio volume came from existing patients—and 14% came from endocrinology. Alle-Kiski's story shows that it's crucial for marketers to apply strategic halo principles to determine what their feeder service lines are and how they can continue to drive those patients to seek more care at their organization. [Read More]
  June 30, 2010


Editor's Picks
Planned children's hospital asks community for suggestions
The planned UCSF Benioff Children's Hospital at Mission Bay is asking its community to weigh in on the design and features of the new hospital, which is set to open in 2014. The UCSF Benioff Children's Hospital Ideas site will offer an open forum for submitting suggestions about the new facility, including innovations in care and patient amenities. The hospital announced last week that it had been given $100 million to help fund the construction of its new home at the UCSF Mission Bay campus near downtown San Francisco. The Web site sounds like an innovative way to get the community involved and excited about the new facility. [Read More]
Treat Your Doctors Like Pilots
One of the best tactics to honing your physician realtions policy is to truly get to know your organization's physicians so you can understand where they're coming from and get an idea of the issues they grapple with each day. There are many physician insights to be gleaned from HealthLeaders Media Senior Leadership Editor Philip Betbeze's column, "Treat Your Doctors Like Pilots." The piece includes details on Paul Weygandt, MD—an orthopedic surgeon, lawyer with an MBA, and a private pilot. [Read More]
Health insurers enhance customer service, monitor online comments
More insurance carriers are ramping up their services as they prepare to compete for millions of new customers starting in 2014, as a result of the new healthcare-reform law. That's when health insurers will be barred from refusing coverage to people with preexisting conditions or charging them exorbitant rates, and the first time individuals will have to carry health insurance or face a financial penalty. Such changes are driving some health insurers to try to meet people where they are both physically, with retail stores and enhanced phone-based customer service, and virtually, by tracking negative comments online and intervening to help improve people's experiences with their health plans. Many hospitals can learn a thing or two about customer service by this approach—especially monitoring and responding to online comments. [Read More]
Campaign Spotlight
Mommy Blog Promotes Strategic Initiatives
During a recent strategy session for two newly affiliated hospitals, marketing department leaders were chatting about the challenges of being working mothers. It's hard enough deciding what to feed your children for dinner, they commiserated, let alone choosing a healthcare provider. Then the proverbial lightbulb ignited. [Read More]
Sponsored Headlines from IBM
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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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