Strategic Health Care Marketing, January – December 2012
Accountability
- Marketing Analytics: The New Imperative to Measure and Improve Marketing—First of a Two-Part Series, 1/12
- Marketing Analytics: The Adoption of ‘Big Data’ Thinking to Effect Change and Create Opportunities within the Health Care Organization—Second of a Two-Part Series, 4/12
- CRM Improves Value of Marketing Dollars: Targeted Mailings Increase Response Rates and Use of Services, 8/12
- Building a Marketing Analytics Toolbox, 10/12
- What Are You Worth? Ways to Prove It to Your Boss, 12/12
- Goals and Tracking Examples, 12/12
Advertising/Communications
- Storytelling TV That’s Almost Impossible to Ignore in New York’s Hospital Advertising Hothouse, 2/12
- Useful Ideas Gleaned While Reporting the New York Advertising Story, 2/12
- Three Different Ways Hospitals Use a Tried-and-True Communication Workhorse to Build Their Brand, 4/12
- Brochures: Some Points to Consider, 4/12
- Swedish Hospital Advertises for ‘Hot’ Nurses—But Don’t Try This at Home, 4/12
- Fundraising Ad Campaign Does Much More Than Generate Donations, 5/12
- Four Takeaways from the Seattle Children’s Campaign, 5/12
- Can You Sell a Rehab Center with a Metaphor? One Hospital Decides It Can, Using a Low-Key, Visually Poetic TV Spot, 6/12
- Useful Insights from the Bryn Mawr Rehab Campaign Interviews, 6/12
- Thinking Outside the Bus: Innovative Ideas Than Help Marketers Get an Extra Bang from Media Budgets, 9/12
- Innovative Ideas Takeaway Lessons, 9/12
- An Ad Agency Carves Out a Niche to Help Hospitals Market Niches of Their Own, 11/12
- Three Marketing Suggestions Related to the Niche Story, 11/12
Book Reviews
- Real Leaders Don’t Boss: Inspire, Motivate, and Earn Respect from Employees and Watch Your Organization Soar, 4/12
- Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers, 9/12
Brand Management
- Children’s Hospital Shifts Marketing Emphasis from Patient Success Stories to unique Clinical Expertise—Primary Focus on Physicians, 5/12
- Hospital Rankings: More Than Your Reputation Is in Play, 7/12
- Marketing Recommendations for Hospital Rankings, 7/12
- When a Hospital Changes Its Name and Location, How Does It Advertise That Fact? 8/12
- Three Useful Tips Gleaned from the Lurie Children’s Story, 8/12
Business Development
- Idling Open-Heart Volume Shifts Spotlight to Vascular and Thoracic Surgery, 1/12
- Sick Child Care Facilities Help Cement Employee and Employer Relationships, 6/12
- Retail Clinics Grow, But Still Face Challenges, 7/12
- E-Tailing on Physician Practice Websites: Conflict of Interest, or Opportunity to Help Patients While Creating Revenue Stream? 8/12
- Second Opinions: Taking Full Advantage of the Revenue Opportunity, 9/12
- Budget-Friendly ‘Concierge’ Practices Gain Traction—Hospitals Could Become Friend—or Foe, 10/12
- Employer-Based Clinics: Providers and Consultants Show Hospitals the Way to Succeed, 12/12
Consumerism/Customer Relations and Service
- Health Systems Discover Benefits of Keeping Older Workers Happy, Engaged, 5/12
- Hospital Tackle Noise: Sustained Success Requires Behavioral, Not Just Mechanical, Changes, 11/12
Internet & Social Media
- Search Engine Marketing Boosts Patient Volume for Niche Service—But No ROI Silver Bullet, 1/12
- Hospitals Mostly Use LinkedIn for Recruitment; Miss Other, Broader Opportunities, 2/12
- Best Practices for Using Video and YouTube, 5/12
- Research Shows First Impression of a Website Forms in Seconds, 5/12
- Six Questions to Ask Yourself About Social Media at Your Hospital—Personal and Corporate Use Implications, 7/12
- Study: Hospitals Need to Use Social Media Strategically, 11/12
Market Research
- The Case for Using Neuromarketing Techniques in Health Care Marketing, 3/12
- Hospitals Find Ways to Better Track Physician Referrals, 4/12
- Health Systems Focus on Consumer Perceptions and Patient Satisfaction—More Broad-Based Intelligence-Gathering Still Limited, 9/12
- Mystery Shopping Provides Unexpected Insights—Evaluate Ease of Access and Consistency of Customer Service, 10/12
Physician Relations/Operations
- Hospitals Sharpen Efforts to Market Employed Physicians, 3/12
- The Pharmaceutical Industry Offers Lessons for Getting a Physician’s Attention, 8/12
- Bringing Physicians Together to Improve Referrals, 10/12
- Marketing of Employed Doctors Is All Over the Map: Strategies to Keep Abreast of the Scramble and Get It Right, 11/12
Planning/Community Needs
- Community Needs Assessment: A Work in Progress, 1/12
- Community Needs Assessment: Providers Tackle Implementation, 6/12
- Community Health Needs: Approaches and Examples, 8/12
Public Relations/Advocacy
- Bringing PR to the Boardroom, 1/12
- ‘Patient Promise’ Petitions Clinicians to Lead by Example, 11/12
Quality and Outcomes
- Palliative Care Quietly Cuts Costs—First of a Two-Part Series, 11/12
- Palliative Care Programs: Three Examples—Second of a Two-Part Series, 12/12
Sales and Promotion
- Speed-Dating Model: Did the Attraction Survive the First Date? 2/12
- Video Gamers Raise More Than $1 Million for Children’s Hospitals, 3/12
- On-Hold Messages Can Enhance Overall Marketing Plan—‘Please Hold’ Presents Opportunity for Branding, Education, and Identification of New Patients, 6/12
Strategic Issues/Trends
- Innovation or Co-Creation: Which One Is Better? 12/12
Wellness/Prevention/Access
- Partnerships with Churches Improve Community Health and Can Positively Impact Hospital Bottom Line, 2/12
- Mind Over Marketing: The Art and Science of Behavioral Change, 3/12
- Resources for More Information on Social Marketing, 3/12
- Kansas City Health System Sets Out to Improve Bottom Line by Keeping Patients Healthy—‘Thinking Outside the Bed,’ 4/12
- Hospitals Drop Ball on Health Literacy—Iowa Health System Breaks Rank to Simplify Forms, Train on Teach-Back Method, 6/12
- Dedication to Corporate Social Responsibility Drives Many Positive Outcomes, 7/12
- Targeted Messages Help Engage Employees in Wellness Programs, 9/12
Contributors
Daniel Ansel
Diane Atwood
Nadine Bendycki
Janna Binder
Deborah Borfitz
Gabrielle DeTora
Susan Dubuque
Ritch Eich
Daniel Fell
Preston Gee
Lin Grensing-Pophal
Cheryl Haas
Peter Hochstein
Sheryl Jackson
Barbara Long
Scott MacStravic
Joyce Miller
Beverly Schulman
Stephanie Thum
Joan Trezek
Tom Urtz
Nancy Vessell
Michele von Dambrowski
Jane Weber Brubaker
