eHealthcare Strategy & Trends, January—December 2012

Awards

• 2012 eHealthcare Leadership Award Winners, 12/12

E-Business

• Ask the Expert: Should My Hospital Accept Advertising on Its Website? 5/12
• Affiliate Sales, Online Gift Shops Bring in Revenue, Add to Website User’s Experience, 6/12

Intranet

• Ways to Perfect Your Intranet to Engage Staff, 2/12
• Ask the Expert: How Can the Web Assist in Building and Managing a New Brand? 10/12
• Like It or Not, You Need an Intranet. The Question Is, How Do You Make It Better? 12/12

Management and Organization

• Digital Marketing in Healthcare: Where’s the Rub? 5/12

Marketing/Communications

• Video Chat: Why Physicians Are Saying ‘Skype Me!,’ 1/12
• Children’s Hospital Pursues Niche Marketing, 4/12
• Georgia Organization Introduces New Website in Challenging Media Market, 8/12
• The $1 Million Connection—A Midwest Health System Uses Targeted Marketing Programs and Call Center as Central Communications Hub to Sharply Increase Patient Appointments, 9/12
• Penn Medicine Supplies Roadmap to Digital Marketing Success, 11/12
• Ask the Expert: Are e-Newsletters Still a Valuable Marketing Tool for Hospitals? 11/12
• How to Promote Your Organization ‘Everywhere’ and Spend Less Doing It, 12/12

Mobile Marketing

• Creative Ideas to Combine Wayfinding and Mobile Marketing, 2/12
• Survey: More Consumers Scan QR Codes, Mostly Positive About Benefits, 2/12
• Ask the Expert: What Are the Top Mobile Considerations Today? 6/12
• Today’s Mobile Opportunity: Business and Marketing Applications, 11/12

Relationship Building

• Real-Time Monitoring of Imaging Center Operations Lifts Patient Satisfaction Scores, 1/12
• Midwest Health System Launches e-Chaplain Ministry, 4/12
• How a Cancer Center Leveraged Physician Ratings and Reviews for Patient Acquisition, 10/12

Search Engine Strategies

• Top Five Reports for SEO in Google Webmaster Tools, 3/12
• Key Takeaways from Audio Conference on How to Succeed with Paid Search Marketing, 7/12
• To Improve Paid Search, Develop a Good Negative Keyword List, 10/12
• Gauging the Search Engine Optimization of a Healthcare Website, 10/12
• Regional Hospital Uses Website and Search to Take On the Competition, 11/12

Social Media

• Ask the Expert: What Do I Need to Consider in Monitoring Social Media and What Kinds of Tools Are Best to Use? 1/12
• Mobile, Social Games Poised to Impact Healthcare, 3/12
• Ask the Expert: Is Google+ a Social Media Tool for Healthcare Marketers? 3/12
• Hospitals and Pinterest: A Match Made in Heaven? 4/12
• Targeted Facebook Ad Campaign Turns an OB/GYN into a Local Celebrity, 4/12
• Twitter Pulls Back the Curtain on Hospital Procedures, 5/12
• Consumers Embrace Social Media for Health Information, But Involvement by Healthcare Organizations Lags, Finds Study, 6/12
• Five Essentials to Consider About the Facebook Timeline for Brands, 6/12Florida System Makes Major Commitment to Social Media, 7/12
• Social Media Boosts Drug Literacy Program, 7/12
• Instagram: A Snapshot of Early Hospital Adoption, 8/12
• Ask the Expert: The Doctor Will Tweet You Now—Is There a Compelling Case for a Physician-Directed Social Media Strategy? 9/12

Strategy/Planning/Site Development

• Ask the Expert: Can You Provide Guidance on Redesigning a Home Page? 2/12
• Can Healthcare Organizations Find Wisdom in the Crowd? 3/12
• Study Finds Hospital Websites Often Fail in Providing Strong User Experience, 4/12
• Ask the Expert: How Can Hospitals Keep Their Physician Directories Current and Relevant? 4/12
• Ask the Experts: What Are Some Strategies for Improving Conversion Rates? 7/12
• Medical College of Wisconsin Almost Solves the Problem of Precisely Matching Consumers with the Right Physicians, 7/12
• Website Accessibility—Addressing the Needs of Millions of Potential patients, 8/12
• Ask the Expert: How Can We Enhance the Value of Our Website with Stand-Alone Modules? 8/12
• A Regional Hospital Systematically Builds a Powerful Website and Other Digital Communications, 9/12
• A Midwest Health System Redesigns Its Website to Focus on Driving Business, 10/12
• Responsive Web Design Enhances Mobile Browsing, 12/12

Technology

• Houston Health System Takes Initiative in Launching Health Information Exchange, 1/12
• Health System Partners with IT Firm to Launch Mobile Sleep Monitoring Application, 2/12
• Virtual Spokespersons Need to Do More Than Pop Up and Say ‘Hi’, 5/12
• Modern Speech Technology Understands, Talks Back, and Takes Action in Electronic Medical Record Systems, 8/12
• Geek Chic in a Changing Healthcare World—Effectively Communicating and Promoting Technology Changes, 9/12

Trends, Developments, Online Demographics

• How Your e-Healthcare Colleagues Respond to Some Key Issues, 2/12
• HIMSS 2012 Reflects Growing Importance of Consumer Engagement, 3/12
• Community Health Needs Assessment: Participate or Face Penalties, 6/12
• Ask the Expert: What Should Digital Healthcare Directors Focus on in 2013? Part One, 12/12

Web Site Reviews

• Alexian Brothers Health System, St. Vincent’s Healthcare, Edward Hospital & Health Services, 1/12
• Rush University Medical Center—Rushstories, Tanner Health System—Quality & Safety and Tanner Finder, Christiana Care Health System—Service Sections and Construction Update, 2/12
• Saint Thomas Health, Dana-Farber Cancer Institute, Regional Health, Prominence Treatment Center, 3/12
• Fox Chase Cancer Center –Clinical Outcomes, Highland District Hospital, Saint Agnes Hospital, 4/12
• HealthyPlace.com, Phillips Respironics, UW Health—American Family Children’s Hospital, Health Net—Provider Search, 5/12
• Rush University Medical Center—Transforming, Burke Rehabilitation Center, University of Michigan Health System—Quality, 6/12
• Kettering Health Network—Community Benefit, Susquehanna Health, Shasta Regional Medical Center, ProCure Proton Therapy Center in Oklahoma City, 7/12
• Mountain View Hospital, The Elizabeth Hospice, Children’s Healthcare of Atlanta, Lafayette General Medical Center, 8/12
• Pardee Hospital—PardeeSelect, QuEST2StopStroke, Altru Health System, 9/12
• UCB, Inc.—Cimzia Online Ads, Hackensack University Medical Center, 10/12
• Edward Medical Group Physicians, Sher Fertility Clinics—Centers for Reproductive Medicine, Alice Hyde Medical Center, 11/12
• Moffitt Cancer Center, Memorial Healthcare System—Newsroom, Healthcare Toolbox, 12/12

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

eHealthcare Strategy & Trends, January—December 2011

Awards

• 2011 eHealthcare Leadership Award Winners, 11/11

Content

• Ask the Expert: Why Should Healthcare Organizations Develop the Next Generation of e-Health Content? 2/11

E-Business

• Sick, Click, Cured: Online Diagnosis Offers Satisfaction Guarantee, 3/11
• Using Technology to Improve the Doctor-Patient Relationship and Build Revenue, 5/11
• Barnes-Jewish Adopts Mobile Solution to Reduce Medical Appointment No-Show Rates, 12/11

Intranet

• Establishing a Corporate Communications Strategy: The Role of eMail, Intranet, Video, and Other Tools, 4/11

Management and Organization

• Major Medical Center Dramatically Reorganizes Marketing Department to Address Changing Communications Landscape, 6/11
• Five Steps for a Successful Transition from In-Person to Web-Based Customer Interactions, 7/11

Marketing/Communications

• Web Initiative Engages Audience in Relevant Conversation, 1/11
• All in the Family: Creative Audience Engagement Drives Social Media Interaction, 4/11
• The iPad Furthers Physician-Patient Communication, 6/11
• Annual Reports Go Online and Mobile, 8/11
• Hospital Cafeterias Go Digital—More than a Menu, 9/11
• Should Your Press Releases Go Social? 11/11

Mobile Marketing

• Text Messaging Complements Fast ER Service, 3/11
• Early Adopters of Mobile Barcodes Are Finding Success, 3/11
• Planning Your Mobile Strategy, 7/11
• Mobile Sites and Apps Need to Be Given Priority Despite Current Low Usage, 10/11
• Mobile Ads Surpass Browser-Based Ads, 11/11

Relationship Building

• Ask the Expert: How Can I Use the Web to Improve the Health of My Community? 7/11

Search Engine Strategies

• Taking Advantage of Google’s New Sitelink Format, 11/11

Social Media

• Two Baltimore Competitors Make the Case for Blogging, 1/11
• Ask the Expert: Should I Consider Using the Microblogging Platform Called Tumblr? 4/11
• Can Healthcare Learn to Love Location-Based Applications? 6/11
• Hospitals Plug into Mom Bloggers, 7/11
• Keys to a Strong Facebook Presence, 7/11
• Care Community Websites Evolve as Social Media Marketing Tools, 8/11
• Atlanta Hospital Creates Social Media Hub, 8/11
• Hospitals Tap Online Communities for Market Research, 9/11
• The Argument for Open Use of Social Networks in the Workplace, 10/11
• Study: Social Media Sponsorships Well Accepted and Valuable, 10/11

Strategic Web Initiatives

• Kiosk Shows Promise in Reducing Health Disparities, 2/11
• Blood Donation Scheduling Tool Provides Organized and Efficient Process for Employee Participation, 5/11

Strategy/Planning/Site Development

• Major Health System Changes Web Focus to Drive Bottom Line and Better Serve Organization, 2/11
• Midwest Hospital Redesigns Award-Winning Website, 2/11
• Ask the Expert: How Can I Use the Web to Support My Complex Healthcare Organization? 3/11
• Web Tools and Analytics Drive Redesign of Website, 4/11
• Lessons Learned in Major Site Redesign for Academic Medical Center, 5/11
• Ask the Expert: How Can Healthcare Marketing and IT Departments Work Together More Collaboratively in the Future? 5/11
• Ask the Expert: Website ROI—How Do I Get the Hard Numbers? 6/11
• Ask the Expert: How Do I Know If My Site Search Needs an Upgrade? 8/11
• Ask the Expert: What Are the Pros and Cons of a Web Committee? 9/11
• Tips and Advice About Committees, 9/11
• Web Team at Vanderbilt Children’s Hospital Meets Challenge of Developing a Separate Site for School’s Pediatrics Department, 9/11
• Cleveland Clinic’s Journey to Improve and Expand Its Digital Initiatives to Significantly Drive Revenue, 10/11
• Ask the Expert: How Do You Go About Choosing the Right Content Management System? 10/11

Technology

• Leveraging Technology to Create Two-Way Communication for Improving Care, Outcomes, and Patient Engagement Inside and Outside Hospitals, 9/11
• Palm-Scanning Technology Sees Growth, Success, 10/11
• When Is a Health Information Breach Not a Breach? 11/11
• MultiCare’s Good Samaritan Hospital Tunes Into Benefits of RFID and Smartboards, 12/11

Trends, Developments, Online Demographics

• Ask the Expert: How Would You Characterize Today’s Level of e-Healthcare Development? Part Two, 1/11
• How Your e-Healthcare Colleagues Consider Some Key Issues, 1/11
• Hospital Marketers Reveal Their Views About Emerging Marketing Approaches, 5/11
• Ask the Expert: What Are the Key Trends in e-Healthcare Development? Part One, 11/11
• Ask the Expert: What Are the Key Trends in e-Healthcare Development? Part Two, 12/11
• Interactive Marketing to Grow Rapidly During Next Five Years, But Traditional Marketing Will Still Constitute Majority of Spending, 12/11

Web Site Reviews

• Blue Cross Blue Shield of Michigan—A Healthier Michigan, Genzyme Corp.- Synvisc-One, Adventist HealthCare, 1/11
• Columbia St. Mary’s, Fairfield County Bariatrics, St. Christopher’s Hospital for Children—Kids Health Safari, Presbyterian Healthcare Services—Your Story Is Our Story, 2/11
• Integris Cancer Institute of Oklahoma, Let’s Move It—Cleveland Clinic, Xyzal (Sanofi-Aventis), UnitedHealth Group, 3/11
• White Memorial Medical Center, Excellus BlueCross BlueShield—Medicare, Columbus Regional Hospital, 4/11
• Tanner Health System—See Dave Sleep, Steward Health Care System, Story County Medical Center, 5/11
• Parrish Medical Center, Catholic Healthcare West—Careers, 6/11
• Yale-New Haven Hospital, Baystate Health, East Tennessee Children’s Hospital, Brown & Toland Physicians—Facebook, 7/11
• Baptist Hospital South Florida, Joslin Diabetes Center, St. Dominic Hospital, 8/11
• Cook Children’s Health Care System, RMH Heart and Vascular Center—Heroes, University of Utah Health Care, Children with Diabetes, 9/11
• MoBap Childbirth Center—Missouri Baptist Medical Center, I Had Cancer, St. Luke’s Medical Center, Emanuel Medical Center—Her Health Content, 10/11
• America’s Health Rankings—State HealthStats, Fountain Valley Regional Hospital & Medical Center, Kosair Children’s Hospital—Coping Club, Froedtert & Medical College of Wisconsin—Wayfinding, 11/11
• FamilyDoctor.org, South Palm Orthopedics, The Philadelphia Antiques Show—A Benefit for Penn Medicine, Mount Carmel Pink Link Mobile App, 12/11

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