Hospital Marketing Journal

Ten Adams in the East.

by Holly Smith

As part of my MBA program at the University of Evansville (@UEBusiness), our cohort recently took our required international excursion. After much deliberation, the class chose China due to the increased globalization and emphasis on China’s role in world economics and unique cultural experiences. The focus of our trip was to get a true business and cultural perspective. We met with several companies operating in China such as Kodak, Lenovo, and the US-China Business Council. In addition, we experienced several cultural sites such as the Forbidden City, The Great Wall, the Jade Buddha and Yuyuan Classical Garden. My first impression was how westernized the country really is. As a passionate marketer, it was readily apparent to me how culture and demographics influence their marketing and advertising style. It was clear that ‘red’ is a very significant color. Red symbolizes good fortune and joy.  It is shown dominantly in advertising and building signage. Also, the emphasis on action was prevalent with an air of movement in both photography and graphics. Most surprising was the widespread use of American actors/actresses and the desire for westernized culture.  At times I felt like I was on a street in Chicago with McDonalds, Pizza Hut, Coach, Sephora and Apple all within blocks of each other on Nanjing Road in Shanghai. They definitely have a spirit of innovation and sophistication. I had the privilege of being in China on International Woman’s Day - a mix of Mother’s Day and Valentine’s Day.  On this morning, the women were all decked out and shopping was high on their priority list. There was a line outside the Coach store. But, don’t think you’ll score hefty discounts in China. The imposed 70% luxury tax derailed many of my purchases. I did visit a ‘knock-off’ market; however, my bartering skills were not up to par, so when needed, I leaned on my savvy classmates, which surprisingly were male. Censorship and control was apparent. I was desperately missing Facebook. Every time I took an amazing picture I wanted to post, I was crushed to remember  -  I’m social media paralyzed! I even got called out on Twitter as being ‘Twitterless in China.’ In the 80’s it was - I want my MTV. Now it’s -  I want my social media. I know they have their own versions of YouTube and other social media platforms, but they are all monitored by the government. My only real challenge was the orthopedic boot (#daboot) I ended up wearing on my foot on the trip – a result of an injury at my 6 year old’s birthday party at a bouncy house.  Boy was I glad that injury didn’t happen in China. As you can only imagine, their hospitals have access issues due to the population size. Also, I was informed that cash payment for services is often required. I did hear about private healthcare options, but just glad I didn’t have to experience this for myself! The biggest take away for me, which I now look back on in reflection, is that marketing is marketing, but the things I missed the most where clean air, clean water and freedom.

Effectiveness of Emotional Hospital Advertising

by Kris Laufer

When your hospital has only a 30-second television commercial to position itself, what angle should you go for?  Do you use that half minute to discuss how caring and compassionate your nursing staff is, or do you go into great detail about the technological advances you’ve recently made? Should you discuss how your employees strive to deliver a personal touch, or do you highlight the state-of-the-art surgical equipment installed last month? You go with the message that allows you to show emotion.  Emotional marketing resonates. It is remembered.  Individuals are more likely to connect to emotions than advanced technology. That’s just human nature. Patients want a hospital that gets them – that will be empathetic to their situation and strive to make them as comfortable as possible – and part of that comfort comes from an emotional bond. Your audience will not remember sterile equipment or physicians in stark white lab coats.  It is going to walk away remembering emotions. I am not suggesting that we do away with all tech-heavy campaigns.  Advertisements that highlight cutting-edge technology or top-notch physicians play an important role in the marketing world, too.  Once a hospital has positioned itself as thoughtful and empathetic, it would be prudent to highlight some of the technological features that make it unique. But the reality is, technological ads cannot stand on their own effectively.  They need the emotional support to garner the desired impact. For additional insight on emotional advertising, click here to view the HealthLeaders Media article, “Emotional Advertising is Still Most Effective” http://www.healthleadersmedia.com/page-2/MAR-250897/Emotional-Advertising-is-Still-Most-Effective

Keeping Up: Webinars, Conferences and Event Recordings

by Ashley Sollars
Ten Adams Blog Manager

Are you tired of scouring the web for webinars and conferences that will keep you abreast of the healthcare marketing and communications industry? Look no further, we have assembled a list of upcoming events that are exclusively healthcare marketing focused. We keep an updated list of webinars, events, conferences and recordings on the right side of this blog at all times. Check back frequently to see what you should be attending to stay on top of your game! 

Physician Strategies Summit

February 28 - March 2, 2010

Camelback Inn Resort & Spa - Scottsdale, AZ

The 2010 Physician Strategies Summit is an opportunity for senior healthcare executives who are actively involved in the design and implementation of physician strategies and relationship programs to share their success stories with their colleagues. Be part of this cutting-edge, highly-rated, educational event. For the 2010 conference, 200-225 senior level healthcare executives are expected to attend. The target group for the conference includes CEOs/COOs, physician leaders, physician relations directors, sales executives, business development executives, marketing executives, and other senior strategists from hospitals, health systems, and medical group practices. 

 

2010 Best Practices in Media Relations Summit

March 3, 2010

Con Edison HQ • Union Square, NYC

Price: $695

No theory. No pie-in-the-sky advice. Just proven strategies straight from the PR front lines. Join us in New York City for the first-ever Best Practices in Media Relations Summit from PRSA and Ragan Communications! We've assembled the biggest media relations professionals for a day of training that will give you hundreds of ideas, tips and strategies for your company, your agency and your career. Here's what you will learn: * How reporters want to be pitched today (Hint: it's not your father's tried-and-true pitching formula. It's a new age for media relations pros, and we'll give you the latest proven strategies for landing huge coverage in traditional and mainstream media) * How to use Facebook and Twitter—the two hottest tools in PR today—to pitch the media, build relationships with reporters and bloggers and get ahead in your career * How to keep your company from going up in social media flames. It was the Year of Living Dangerously for many Fortune 500 companies. Think Domino's. Express Jet. Amazon. We'll show you how to prepare for a media relations crisis on YouTube, Twitter and other Web 2.0 platforms * The biggest media relations success stories of 2009 and the biggest media relations stinkers * The best media relations ideas of 2009 packed into a 30-minute, rapid-fire idea-jamming session. Get your legal pad out because you'll be filling it with ideas from our star-studded panel of media pros. Sponsored by: PRSA 

 

 Healthcare Public Relations, Marketing & Internal Communications - Event Recording

How do you communicate to hundreds of thousands of prospective patients, recruit top-notch physicians, entice donors and promote your services through creative marketing and social media? Find out from this special conference that was recorded in Scottsdale, Arizona, at the world-renowned Mayo Clinic. Learn from fellow healthcare communicators and executives turned social media experts featuring three keynote addresses and 10 information-packed sessions.

 

Public Employers vs. Private Sector: Understanding the risk is the first step in developing strategies to effectively manage healthcare costs for public sector populations - Webinar

December 09 - December 09, 2009

Join Thomson Reuters, Tuesday, December 9 at 2 p.m. (Eastern) for an hour-long Web seminar highlighting the results of a recent analysis of public sector healthcare cost and utilization compared to the private sector. In this presentation, we'll do a deeper dive into the differences between the two and discuss what you can do to narrow the gap. 

 

Disruptive Innovation: Challenging the Status Quo  - Webinar

Wednesday, December 2, 2009 2:30PM – 4:00PM (CST)

Innovations tend to follow two routes: either they are assimilated into the status quo, or they fade away because they lack a sustainable business case. But disruptive innovations veer off the beaten path, with a sticking power that has the potential to change the way services are sought out and delivered. In this Webinar, Paul H. Keckley, PhD , Executive Director of the Deloitte Center for Health Solutions, will examine key disruptive trends in healthcare, including: * retail clinics * medical tourism * patient-centered medical homes * technology-enabled self-care. Be one of the first to hear the results of new research on consumer receptivity to these innovations, current and projected growth trends, sustainability, and the impact on the global healthcare system.

 

 Leveraging Technology. Physician Strategies Summit. The Forum for Healthcare Strategists. Hospital & Physician Relations: An Executive Summit. Webinars 2009 Schedule Customizing Your Physician Relations Efforts: Niche Solutions Offer Result - Webinar

Schedule Customizing Your Physician Relations Efforts: Niche Solutions Offer Results

As more hospitals employ physicians, a new responsibility has been added to the marketer's list ... marketing employed physician practices. Great marketers make it happen, but nothing contributes to success more than framing the right approach upfront, and knowing the pitfalls before they arise. Teri Cardenas, Sr. System Director, Strategic Marketing & Communications, CHRISTUS Health; Carol Fellin Hemker, Director, Physician Services & Marketing, Christian Hospital/BJC; and Kriss Barlow , Principal, Barlow/McCarthy, will offer practical, time-tested solutions to streamline the practice marketing process, maximize your marketing efforts, and get the practice the visibility needed for growth. Attend this program and explore: * key communication tools (Web-based and traditional) and advertising venues * the marketer's role in supporting practice staff and messaging * obtaining organizational and physician buy-in * how approaches differ for new vs. established practices Proven case studies will be shared.

Photo Courtesy of: www.ccsr.ac.uk

Free iPhone Apps every Marketing Professional Should Have

by Ashley Sollars

Ten Adams Blog Manager

When I purchased my first iPhone a few weeks ago, my first priority was not business. And, as long as we are being honest here, I have spent the first couple of weeks downloading social media apps, games and other non-business related apps that I never knew existed but can’t live without. (Everyone needs the Wisconsin Cheese Cupid app, right?) When I sat down to write this blog, my goal was simple: What free apps can I find that would make my life as a marketing professional easier and more efficient? See my list below and feel free to chime in on any apps that are designed for the busy marketing practitioner.

iClick Powerpoint Remote Go to your next PowerPoint presentation in style with i-Clickr PowerPoint Remote for iPhone/iPod Touch. Complete control of your PowerPoint presentation including animations. View your slides AND slide notes directly on your iPhone/iPod Touch during your presentation. Navigate through your slides with finger swipes and taps. Grab your audience's attention with realtime annotations. Help you track your presentation time with onboard clock. Set presentation alarm so that your iPhone/iPod Touch will alert you with a silent buzz before your time runs out. Work with both Windows and Mac Office (see below for the Office versions supported).   

 MobileMe iDisk  With MobileMe iDisk, it’s easy to store, access, and share files online. You have plenty of storage space — even large files are no problem. Just add the files you need to your iDisk, and whatever you upload will be there for you to download using a web browser on any computer or using the iDisk App for iPhone or iPod touch.  

USA Today The latest news stories, scores, weather and photos you've come to expect from USA TODAY are now available for your iPhone and iPod touch. Staying informed on the go has never been this quick, easy or enjoyable.   

  Drop Box Dropbox works with its web service that lets you keep files in multiple computers in sync as well as make it available via a web interface. Dropbox iPhone app lets you access those files on your iPhone now!  

InstaPaper Simply install the Instapaper app and download your unread articles when you have WiFi, EDGE, or 3G coverage, then you can read them anytime: on the train, on the bus, on line at the bank, or in space (you never know).  

Personal Assistant Ten essential life management application in one app: credit card control, bank account status, investment portfolio, cell minute tracker, frequent flyer miles, travel itineraries, shopping management, bill management, Netflix queue, and alerts. 

Lockbox Lockbox is a password & secret information storage native 3rd party app for the iPhone. You can add, edit, remove, and view your password list. It stores passwords for websites (or any system), credit card info, or any secret information you need to keep ready at hand, encrypted on your iPhone. Lockbox stores your passwords by encrypting them via AES128.    

 Avis Reservation App If you're always on the move, just grab your iPhone and make an Avis reservation any time, anywhere. No need to access a computer or call an agent. Now iPhone puts car rental reservations at your fingertips! With the Avis Reservation Application, all iPhone and iPod Touch users can reserve vehicles at airport locations in the U.S. and Canada. Besides creating a reservation, users can instantly access reduced rates and other benefits, just by providing an Avis Worldwide Discount (AWD) number, Wizard number, and/or coupon code.   

AAA Roadside AAA’s legendary roadside assistance is available easily through the iPhone App Store. Your current location and specific information about your vehicle’s trouble is automatically sent to AAA for rapid  response. Avoid waiting on the phone and receive confirmation that the information sent to the AAA roadside problem-solving technician is correct.  

The iPhone is an Internet and multimedia enabled smartphone designed and marketed by Apple Inc. Because its minimal hardware interface lacks a physical keyboard, the multi-touch screen renders a virtual keyboard when necessary. The iPhone functions as a camera phone (also including text messaging and visual voicemail), a portable media player (equivalent to a video iPod), and an Internet client (with email, web browsing, and Wi-Fi connectivity). -wikipedia