Strategic Health Care Marketing, January – December 2011

Accountability

• Managers Play ‘Game’ to Acquire Business Acumen, 11/11
• ER-Based Simulation Game, 11/11
• Demonstrate Your Value and Understand C-Suite Needs to Succeed, 12/11

Advertising/Communications

• Airport Advertising Helps Marketers ‘Go Big,’ 2/11
• Look Ma! Almost No Brand Name! An Unorthodox TV Campaign Helps Abington Memorial Hospital Build Brand Awareness, 4/11
• Five Lessons Gleaned from Interviews for the Abington Memorial Hospital Story, 4/11
• In What Promises to Be a Successful Attempt to Portray the ‘Customer Experience,’ a Minnesota Children’s Hospital Takes a Creative Route That Some Others Shun, 5/11
• Three Insights Gleaned During Interviews for the Story Concerning Children’s Hospitals and Clinics of Minnesota, 5/11
• A Medical Facility with a Great National Reputation Among Doctors Tries Spreading the Word to ‘Civilians,’ 6/11
• Four Lessons Gleaned During Interviews for the National Jewish Health Story, 6/11
• Oops! Ouch! and Oh No! Ads Zoom in on Households with Kids, 6/11
• Getting Bigger While Staying Folksy: A Merged System of Hospitals and Clinics Works to Keep Its Small-Town Image, 8/11
• Four Lessons Marketers Can Take Home from the Essentia Health Campaign, 8/11
• Stroke Campaign Packs Punch in Orange County, 8/11
• An Upbeat, Good News Hospital Branding Campaign Pleases Staff and Generates High Awareness Scores, 10/11
• Five Hints, Tips, and Rules of Thumb Related to the Physicians Regional Healthcare System Campaign, 10/11
• To the Boiling Cauldron of Hyper-Competitive New York Hospital Advertising, One ‘New’ Contender Stirs in a Dash of History, 12/11
• Four Pointers for Hospital Marketers Gleaning During Interviews for the Lenox Hill Hospital Story, 12/11

Brand Management

• New Isn’t Always Better, 2/11
• Community Hospital Chain Spends Very Big Bucks to Build a Brand, 5/11
• Marketers Don’t Have to Be Satisfied with Their Current Reputation Rankings – Lessons from Two Progressive Organizations, 9/11
• Hospital Names Influence Patient, Employee, Physician Perceptions and Decisions, 9/11

Business Development

• Remodeling Underway in Sleep Center Field – More Competition, Tighter Reimbursement, Greater Expectations, 1/11
• Emergency Departments Adapt to Needs of Older Patients, 2/11
• Employer Wellness Clinics Put Control in Patients’ Hands, 4/11
• Will 2011 Be the ‘Tipping Point’ for Domestic Medical Travel? 5/11
• Putting on the Ritz: Deluxe Post-Hospital Stays in Philadelphia, 5/11
• Hospitals in Malls: Wave of the Future? 7/11
• FDA Lowers Threshold for Lap-Band Surgery and Hospitals Continue to Respond with Creative Promotions – But Insurers Still Hold Reins, 10/11

Consumerism/Customer Relations and Service

• How Health Care Facilities Can Use Patient and Family Advisory Councils to Improve the Patient Experience and More, 7/11
• Philadelphia Hospital Employs Ritz-Carlton Model for Service Excellence, 9/11
• The Bottom-Line Impact of Chief Experience Officers – First of Two Parts on Efforts to Improve the Patient Experience, 10/11
• Understanding Patients’ Fears Is Critical to Customer Service, 11/11
• Homegrown Strategies for Improving the Patient Experience – Second of Two Parts on Efforts to Improve the Patient Experience, 11/11

Innovation

• Integrated Mobile Marketing Is a Game Changer, 6/11
• Orbiting for Ideas – The Matchless Insights of Gordon MacKenzie, 12/11

Internet & Social Media

• Getting Started with Social Media: More Than Tweets and Posts, 3/11
• Seize the Moment to Create Attention, 6/11
• Digestive Topics Find a Consumptive Online Audience, 6/11

Market Research

• Directing Ad Dollars in the Right Direction, 2/11

Physician Relations/Operations

• Forward-Thinking Strategies for Marketing Employed Physicians, 1/11
• Additional Ways to Enhance the Marketing Support of Employed Physicians, 1/11
• Physician Relations Rises to New Level of Sophistication, 4/11
• Multiple Methods to Boost Primary Care Capacity – Operational Fixes Paramount, 4/11
• Effective Communication with Physicians: Understand Their Needs, Less Is Often Better, 7/11

Planning

• Extreme Strategic Planning: A Dramatic Change in the Very Fabric of the Organization, 2/11
• A Tale of Two Hospital Turnarounds – Then the Recession, 6/11

Public Relations/Advocacy

• Best Place to Work? Who Cares? 3/11
• Delivery Room Camera Policies Differ; Restrictions Can Upset Parents, 5/11
• Health System Creates Its Own News Outlet, 11/11

Quality and Outcomes

• Hospital Ticket to Ride Combines Best of High-Touch and High-Tech, 1/11
• Few Hospitals Will Meet New Tobacco Measures – Shortcoming Reflects Scarcity of Robust Inpatient Tobacco Cessation Programs, 12/11

Sales and Promotion

• Hospitals Build Loyalty with Intimate ‘Mammogram Parties,’ 1/11
• Marketing General Surgery: Three Views on Three Tactics, 2/11
• Proton Therapy Centers Present Unique Marketing Challenge, 7/11
• Hospitals Examine Marketability of Performance Rankings, 8/11
• Little Hospitals Flex Their Marketing Might, 9/11

Strategic Issues/Trends

• Inside the Looking Glass: What a New Era of Accountable Care Reveals About Marketing, 3/11
• ACO: Another Term for Hospital ‘Mad Cow’ Disease? 5/11

Wellness/Prevention/Access

• Paying for Good Health – An Idea Whose Time Has Come, 3/11
• Hospital Walking Club Gets Bostonians Moving, 7/11
• Employee Health Programs Produce Variety of Results, 8/11
• Health Care Providers Partner with Schools to Provide Sports Concussion Screening, 11/11

Contributors

Diane Atwood
Deborah Borfitz
Dennis Brimhall
Ritch Eich
Sandra Fancher
Daniel Fell
Laura Green
Lin Grensing-Pophal
Paul Griffiths
Cheryl Haas
Dan Harvey
Peter Hochstein
Carolyn Merriman
Beverly Schulman
Susan Solomon
Gloria Stone Plottel
Stephanie Thum
Joan Trezek
Tom Urtz
Nancy Vessell
Michele von Dambrowski