eHealthcare Strategy & Trends, January—December 2013

Awards

• 2013 eHealthcare Leadership Award Winners, 11/13

Content

• Best Practices in Web Content Development—An Effective, Unexpected Approach from an Academic Medical Center, 1/13
• Ask the Expert: How Do I Best Create Valuable Website Content? 4/13
• The Power of Storytelling, 8/13

Customer Service

• Isn’t It Time to Adopt Online Appointment Scheduling? 6/13

E-Business

• Hospital-Sponsored Physician Review Site a Success—Rich Snippets, Robust Information Boost SEO and Visits to Hospital Website, 5/13
• Isn’t It Time to Adopt Online Appointment Scheduling? 6/13
• UAB Medicine Develops a Mobile Application with Clear Business Benefits, 7/13
• A Different Approach to Patient Billing, 8/13
• Using the Power of a Health Risk Assessment to Build the Brand and Drive Business, 9/13
• Specialty Medical Practice Uses Appointment Request Feature for Website and Business Success, 9/13

Innovation

• Six Inducted into Healthcare Internet Hall of Fame, 2/13

Marketing/Communications

• Ask the Expert: How Can Predictive Analytics Help Marketers Address the Changing Healthcare Landscape? 2/13
• Ten Best Practices for Creating Great Landing Pages, 3/13
• Ask the Expert: How Can I Best Use Digital Communications to Market to Referring Physicians? 3/13
• Second Life Enables Engagement Across Geographic Boundaries, 6/13
• Ask the Expert: Should My Website and Print Publications Be Connected? 6/13
• Michigan Challenges an Obesity Epidemic with Integrated Marketing, Interactivity, and Corporate Co-Sponsors, 7/13
• Ask the Expert: How Do I ‘Easily’ Calculate ROI in Service-Line Marketing? 7/13
• Meridian Health Uses Multiple Marketing Channels to Grow Pediatric Services, 7/13
• Embrace Blogging to Generate Real Patient Connections, 8/13
• Salem Health Uses Video to Get Big Media to Pay Attention; Vehicle Leads New Marketing Push, 9/13
• Using Google Analytics to Drive Marketing Decisions—Going Beyond Website Visits and Page Views, 10/13
• Ask the Expert: How Do You Build an Effective Dashboard for Digital Marketing? 10/13
• Deploying a Mobile App to Address a Valuable Need and Transition the Community to Using Technology, 10/13
• Patient Engagement? There’s an App for That, 11/13
• Protect Your Game: Hospital for Special Surgery’s Portal for Golf, 12/13

Physicians Online

• Ask the Expert: How Can I Best Use Digital Communications to Market to Referring Physicians? 3/13
• Hospital-Sponsored Physician Review Site a Success—Rich Snippets, Robust Information Boost SEO and Visits to Hospital Website, 5/13
• The Digital Future of Physician Relations, 8/13

Relationship Building

• The Definition of Healthcare Is Changing: New Standards for Population Health Management, 3/13
• Ask the Expert: Can Lifetime Value of a Patient Be Calculated? Is it Worth the Effort? 5/13

Search Engine Strategies

• SEO Lessons Learned by Integris Health, 4/13

Social Networking

• Good Advice for Those Tempted to Try Facebook Ads, 2/13
• Cleveland Clinic ‘Cracks’ the Facebook Code, 2/13
• Getting the Most out of LinkedIn and Facebook for Recruitment, 4/13
• Marketers Take Note—Major Design Changes Coming to Your YouTube Channel, 5/13
• Lessons Learned in Building the Brand Through Health Content and Social Media—Conventional Thinking Often Wrong, 10/13
• Hashtags on Facebook Don’t Boost Viral Impact, 10/13

Strategic Web Initiatives

• Cleveland Clinic Takes New Tack to Build the Brand—Health and Wellness Content in Special Hub and Across Multiple Digital Channels, 2/13
• MD Anderson Cancer Center Taps Technology to Empower Patients, 4/13
• Animations Available Wherever You Go on the Web, 7/13

Strategy/Planning/Site Development

• Mercy Health System’s Rebranding Efforts Come to Life on the Web, 1/13
• Consumer Engagement Via Online Physician Videos—Going Way Beyond the Mundane, 2/13
• Move Your Marketing Research Efforts into the 21st Century, 5/13
• Oakwood Healthcare Goes Responsive in Website Redesign: Enhancing the User Experience, 6/13
• Ask the Expert: How Is Content Integration the Secret Ingredient for Elevating Online ROI? 9/13

Technology

• SharePoint—The Real Opportunities for Healthcare, 3/13
• Ask the Expert: How Can Digital Technology Support Brand Building? 8/13
• Telemedicine Pilot Aims to Reduce Costs and Improve Access to Care for Rural Children, 12/13
• Virtual Reality Program Helps Treat Mental Health Problems, 12/13

Trends, Developments, Online Demographics

• Ask the Expert: What Should Digital Healthcare Directors Focus on in 2013? Part Two, 1/13
• The Definition of Healthcare Is Changing: New Standards for Population Health Management, 3/13
• Ask the Expert: What Should Digital Healthcare Directors Focus on in 2014? Part One, 11/13
• Ask the Expert: What Should Digital Healthcare Directors Focus on in 2014? Part Two, 12/13

Usability of Websites

• Improving the Online Patient Experience: Usability Tests and Task Completion, 11/13

Web Site Reviews

• UnitedHealthcare: Health Care Lane—Community Center, American Foundation for the Blind, Rex UNC Health Care, 1/13
• The Corner Health Center, Winchester Hospital, Willis-Knighton Health System—Homework Help Center, 2/13
• Lakeland HealthCare, Scripps Health, Hebrew SeniorLife—ReAge, 3/13
• Methodist Healthcare, Legacy Health, Baylor Health Care System, 4/13
• Indiana University Health, Saint Agnes Hospital—360° Your Health from Every Angle, Valley Health System, 5/13
• Holy Family Memorial, 21st Century Oncology, Winona Health, 6/13
• Alamance Regional Medical Center, Center for Human Reproduction, 7/13
• Hartford Hospital, Centers for Disease Control and Prevention—Infographics, North Valley Hospital, Drugs.com, 8/13
• Children’s Hospital of Pittsburgh of UPMC, Dean Health, University of Michigan Health System—Quality & Safety, 9/13
• DMC Surgery Hospital, Coping Club at Kosair Children’s Hospital, Online Health, 10/13
• Gundersen Health System, Mayfield Clinic, Lehigh Valley Health Network, 11/13
• Virtual Tours—Roper St. Francis, Holy Redeemer HealthCare at Bensalem, and UCLA Health, MD Anderson Cancer Center—Physician Referral, 12/13

Web Tools

• Skype Proves to Be Powerful Tool for Family Therapy, 6/13

Strategic Health Care Marketing, January – December 2013

Accountability

• A Leading Cancer Treatment Center Focuses on Outcomes, with Eclectic Mix of TV Spots, Radio, and Print, 1/13
• Three Extra Marketing Pointers Gleaned from the Cancer Treatment Center Story, 1/13
• How to Reach Your Target Audience When You Don’t Know Who It Is Yet, 2/13
• Further Insights About the Moss Rehab Story, 2/13
• Ad Campaign Deploys Gas Pumps, Shopping Carts, Car Bumpers, and More to Build Employee Bonds and Create a Cohesive Public Identity, 3/13
• Differentiating a Brand Image with Emotional, Storytelling Visuals—and a Little Borscht Belt Humor, 4/13
• Sometimes, Wildly Eccentric Advertising Buys Extra Awareness, 4/13
• The Hemingway Challenge: A Novel Exercise to Improve Communications, 5/13
• A Hospital for Kids Touches Musicians—Now Their Music Touches a Community and Helps Build the Hospital’s Brand Awareness, 5/13
• Points to Ponder from the Kosair Children’s Campaign, 5/13
• From Television to Direct Mail, an In-House Advertising Agency Does It All for Legacy Health, While Keeping a Lid on Costs, 6/13
• Do You Build In-House Advertising Capability or Work with an Independent Ad Agency? 6/13
• A New Jersey Hospital with a Century-Old Reputation for Delivering Babies Builds Awareness with Storks and a Cabbage Patch, 7/13
• How Dominant Are Your Print Ads? 7/13
• The University of Kansas Hospital Builds a Strong Reputation While Avoiding ‘Image-y’ Ads, 9/13
• Telling Versus Selling, 9/13
• Aesop, The Neuromarketer—The Power of the Simple Story, 9/13
• Personal Stories Boost Fundraising, 9/13
• Launched and Celebrated, a Campaign for a New Hospital Service Got Great Attention Before Everything Changed, 10/13
• Takeaway Lessons About the Northeast Back Institute Advertising, 10/13
• A Strong Hospital Brand Finds It Needs to Rebrand—and Then Reaps Positive Results, 11/13
• Rebranding Lifts Staff Morale, Helps Staff Satisfy Patient Expectations, 11/13

Brand Management

• What’s in a Name? Rebranding Ties Health System Together, 3/13
• Internal Branding and Stemming Leakage the Imperative of Today, 9/13
• Personal Connections, Consistency, and More—Advice from a Brand Authority, 9/13
• The C-Suite Weighs In on Health Care Branding, 10/13
• Dignity Health Rebrands: Say Hello to Human Kindness, 12/13
• A Unified Brand Has Many Benefits; Need to Give the Process Time, 12/13
• Turning a House of Brands into a Branded House, 12/13

Business Development

• Growing a Cancer Care Program: Promising Ways to Spread the Word, 1/13
• Behavioral Health Programs Tailored to Niche Populations Gain Traction, 3/13
• Hospitals Tackle Risks and Rewards of Insurance Business, 3/13
• Blood Management Programs Extend Marketing Efforts—Patients Choose Bloodless Medicine for Non-Religious Reasons, 5/13
• Community Hospitals Reposition Themselves with Clinical Trials—Innovative, Progressive Care Is a Competitive Differentiator, 6/13
• Geographic Expansion Is a Continuing Saga, 6/13
• Rehab Center Gets Smart, 9/13
• Comprehensive Cancer Rehabilitation Offers Hospitals Point of Differentiation, 10/13
• Dedicated Emergency Departments Target Expectant Moms, 11/13

Innovation

• Weekly Huddles Keep Projects Moving—Lean Principles Enhance Marketing Activities, 2/13
• Teaching Hospitals Lead Innovation Movement, 4/13

Internet & Social Media

• Social Media ROI Means Much More Than ‘Likes’ and ‘Views,’ 7/13
• Lessons Learned: Tips for Managing Online Reputations, 8/13
• Looking for More Online Reviews? Solicit and Post Them on Your Own Website, 8/13

Market Research

• Market Research and Engagement Through an Online Community Panel, 6/13
• Beyond Quality and Safety: Patient and Family Advisory Councils Involved in Strategic Planning and Marketing, 10/13

Planning

• Big Data, Little Information? 11/13

Population Health Management

• Racing to Wellness: The Wellness Spectrum, 1/13
• Racing to Wellness: The Consumer’s Point of View, 2/13
• Racing to Wellness: A Marketing Model for Wellness, 4/13
• Population Health Management: Fact and Fiction, 11/13

Pricing

• Consumers Shop Price More, But Industry Response Still Lags, 7/13
• Pricing Information Now Expected by Alegent Consumers, 7/13
• Will Posting Prices Trigger a Price War? 12/13

Public Relations/Advocacy

• Letting Go Is Hard to Do; Knowing When to Leave Your Job, 2/13

Quality and Outcomes

• Brain Health Center Offers Model for Comprehensive Alzheimer’s Care; Collaborative Approach Benefits Patients and Family Caregivers, 5/13
• The Care Navigation Team Model, 5/13
• Shared Appointments Improve Access, Quality, 8/13
• Pharmacists Help Hospitals Cut Readmissions, 8/13
• Non-Clinical Care Guides Offer Positive Approach to Patient Care, 11/13

Reputation Management

• Lakeland HealthCare Focuses Its Marketing Efforts on Employees, 2/13
• Planetree Hospitals Achieve High Satisfaction, Performance Scores, 7/13
• Shooting for Five-Star Ratings? Online Reviews Provide Feedback and Opportunity to Manage Reputation, 8/13

Sales and Promotion

• What’s ‘New’ About New Movers? 5/13
• Tips for Marketing to New Movers, 5/13
• For Better Results, Undertake a Customer Intimacy Strategy to Truly Engage Consumers, 11/13

Strategic Issues/Trends

• Focus on Consumer Needs, Not Provider Needs to Survive Health Care Transformation—Price and Quality Transparency to Gain Importance in Coming Years, 12/13

Wellness/Prevention/Access

• A Greenhouse Helps Grow a Vision; Initiative Leads Other Hospital Healthy Food Efforts, 1/13
• Cincinnati Hospital and Local Restaurants Serve Up a Successful Heart Healthy Restaurant Program, 3/13
• Hospitals Use Health Coaches to Improve the Health of Their Own Employees, 6/13
• Behavioral Marketing Puts Dent in Binge Drinking, Car Crashes—Party Smarter, Road Crew Take Off, 8/13
• Ohio Health System Develops First Steps to Wellness Campaign, 9/13

Contributors

Diane Atwood
Deborah Borfitz
Susan Dubuque
Ritch Eich
Dan Fredricks
Cheryl Haas
Peter Hochstein
Sheryl Jackson
Barbara Long
Joyce Miller
Candace Quinn
Beverly Schulman
Sherry Stanislaw
Joan Trezek
Nancy Vessell
Michele von Dambrowski
Jane Weber Brubaker
Jaren Wilson

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