HCPro.com: Healthcare Marketing Advisor

October 2008 (Volume 9, Issue 10)	view entire issue

TV spots document the hospital experience
by Maureen O. Larkin In one episode, a man is reunited with and marries his high school sweetheart, only to have a heart attack on his wedding night. He is rushed to the hospital and immediately given the care he needs to live a long life with his new wife. In another, a daughter decides to donate one of her kidneys to save her father’s life. In yet another, a 12-year-old girl undergoes surgery to correct the bowing in her legs from familial rickets.

Forming regional relationships requires internal preparation
by Kriss Barlow, RN, MBA Many large, tertiary care hospitals have long used their regional presence as a core growth strategy. Whether the referral connection was fed via outreach clinics, affiliated physicians, or because many of the region’s physicians trained there, these organizations were able to capture referrals from the surrounding region.

Your market research options
Editor’s note: The following is a sample chapter from the newest book in the HealthLeaders Media Marketer’s Guide Series, A Marketer’s Guide to Market Research, by Daniel Fell and C. David Shepherd, PhD. To order the book, contact HealthLeaders Media customer service at 800/753-0131 or visit www.healthleadersmedia.com.

Sweet charity 2.0
by Marianne Aiello Each day, staff members at Edgerton (WI) Hospital donate to the hospital’s foundation. They do so without opening their wallets, without signing a check, and without swiping a credit card. In fact, they don’t have to fork over any money at all. All it takes is one click and the Edgerton Hospital Capital Foundation earns money.

A shocking stroke of stunts
by Marianne Aiello Eighty plastic mannequins laid in a tangled pile in a San Antonio restaurant one evening in August. The same week, at other locations across the city, seemingly healthy people lost movement on their left side, slurred their speech, and were helped by their companions. At each event, street teams passed out cards that read “Stroke Happens” and detailed the warning signs of stroke.

Other recently-published articles from Healthcare Marketing Advisor:

Rewarding more than just a pretty advertisement

How can marketers create genuine patient experiences?

Gain intelligence before, during joint ventures

Social media: New avenue to two-way relationships

Translate your way to more comprehensive marketing

Grassroots internal initiative goes green

Off-limits advertising

Strong support, financials can help a hospital stay independent

Marketing to boomer women

Announcing the winners of the 2008 HealthLeaders Media Marketing Awards

Off-limits advertising

Strong support, financials can help a hospital stay independent

Marketing to boomer women

Announcing the winners of the 2008 HealthLeaders Media Marketing Awards

TV spots document the hospital experience

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