HealthLeaders Media Marketing Weekly - October 13, 2010 | 5 Hospital CEOs Who Get It
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5 Hospital CEOs Who Get It
Marianne Aiello, for HealthLeaders Media

Hospital CEOs have been getting a lot of bad press lately—and not necessarily ill-deserved. In fact, HealthLeaders Media Senior Editor John Commins chronicled the personal faux pas of several hospital leaders in his September column, "Executives Gone Wild: Paying the Price for Personal Conduct." But for every CEO who tarnishes his or her hospital's name, there are hundreds who should be hailed for their dedication to healthcare. Here's a look at five chief executives who are going beyond the call of duty to improve patient and employee satisfaction. [Read More]
  October 13, 2010


Editor's Picks
Healthcare providers test the waters with social buying
Healthcare providers are becoming bolder with social media efforts and are experimenting with social buying, according to The Baltimore Sun. The article explains how Baltimore's Katzen Eye Group used Groupon, a deal-of-the-day e-mail sent to tens of thousands of people in the Baltimore region and millions nationwide, to gain patients by offering discounted exams and glasses. "The health industry recently has jumped on this e-bandwagon— seeing some successes and taking some hits—as it tries to capitalize on new opportunities in social media, say health care providers and media experts," The Sun reports. About 15% of Groupon deals nationwide are for healthcare services, said Julie Anne Mossler, a company spokeswoman. [Read More]
Retail health clinics fill voids in shopping centers
As the popularity of retail health clinics increases and shopping center real estate prices decline, a growing number of healthcare providers are seeking space in retail settings, according to the Minneapolis Star Tribune. Medical real estate is divided by off-campus, or free-standing clinics, and on-campus, or hospital-based clinics. Minneapolis-based NorthMarq Real Estate Services found that local on-campus sectors showed decrease in vacant space, largely due to 40,000 new square feet of occupied office space on the Abbott Northwestern Hospital campus in Minneapolis, which is part of Children's Hospitals and Clinics of Minnesota's expansion. The firm found the on-campus vacancy rate to be 8%, compared with a metro-wide office vacancy rate of 20%. [Read More]
Florida hospitals launch ad wars for ED patients
Hospitals in Central Florida are battling it out for ED patients. Ocala Health System recently launched an aggressive marketing campaign promoting its short wait times, according to the Star-Banner. The health system's campaign also includes digital billboard ads, featuring wait times that are updated every 30 minutes. Potential patients can also text "ER" to 23000 to get wait times. Munroe Regional Medical Center, meanwhile, has focused on efficiently treating its ED patients so that none have to be diverted to other hospitals. It also launched an ad campaign telling community members to "Insist on Munroe Regional" if they are injured. [Read More]
Campaign Spotlight
Campaign Mixes Consumer Marketing Channels and Traditional Referral Methods
Commuters driving by a large academic medical center in Cleveland last fall and winter probably noticed a billboard advertising Kindred Healthcare's postacute care services. To most drivers, the ad may not have meant much. But to doctors, nurses, case workers, and discharge planners, the billboard may influence where they refer patients for additional care. The billboard was part of the Continue the Care campaign to reach out to referrers in a wide range of job titles for the 83-hospital Louisville, KY, system. [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.

Best practices in complex patient care decisioning: From clinical alert notification and clinical trial management to staff scheduling and claim processing, providers are transforming core processes through intelligent decisioning.

Smarter healthcare virtual scenario: Access the smarter healthcare virtual scenario to see first-hand how process improvement can lead to new, enhanced levels of healthcare delivery.

Providing better healthcare through smarter collaboration: Read this brief to see how smarter collaboration can streamline processes, improve communication and deliver outstanding customer service.

Drive better business outcomes through Web portals: Your Web presence may be the only way customers and partners get work done. You need to make those interactions count.

IBM Study: Leveraging the Value of Portal Solutions: The IDC recently did a study comparing the total cost of ownership of in-house portal development with that of portals developed with IBM® WebSphere® Portal.

Calendar of Events

On Demand: 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
Your Move:
Hospitals are Predicting, Adapting to Change

The business models that will emerge in the era of healthcare reform are still unclear, but leading hospitals and health systems are already positioning themselves to adapt when they do come into focus. They're taking the first steps toward becoming accountable care organizations even before anyone knows for sure what an ACO will look like—or even if they'll ever come to fruition. [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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