January - December 2006

Advertising/Communications

• What’s in a Name Change? A Hospital’s Tale of Confusion, and Then Redemption, Through Its Advertising, 2/06
• Five Lessons to Be Learned from This Story [of Name Change], 2/06
• Broad Appeal: Extending Marketing Beyond Service Area, 4/06
• Tap the Subconscious of Health Care Decision Makers to Create Advertising That Connects Emotionally; Avoiding the Vanilla Campaign, 5/06
• At St. Luke’s, the Message Is the Brand, 8/06
• A New Hospital Offers Some Newsworthy Features and Finds Innovative Ways to Present Them, 9/06
• Six Useful Advertising Techniques Gleaned from the Century City Doctors Hospital Campaign, 9/06
• At Edward, A New Brand Position Is a Mindset, 12/06
  

Book Reviews

• The Ultimate Question: Driving Good Profits and True Growth, 6/06

Brand Management

• Health System Attempts to Co-Brand Cardiac Services, 6/06
• Cleveland Clinic Takes Bold New Marketing Approach to Pump Up National Patient Base, 9/06

Business Development

• Non-Traditional Opportunities in Imaging – Adapting to a Changing Market, 2/06
• Two Organizations Show What’s Necessary for Meaningful, Purposeful Partnerships That Pay Off, 4/06
• Rehab Facilities Stand Out as Places to Emulate for Building Relationships, 6/06
• Winning Market Share with ‘Focused Factories,’ 7/06
• Focused Factories Elsewhere, 7/06
• What Do Women Want in Health Care? Everything, 9/06
• What’s Next with Women? 9/06
• System Repackages Certain Services to Achieve ‘Indisputable’ ROI, 9/06
• A Viable Alternative to a Neurosciences Center of Excellence, 9/06
• Hospitals Quiet About Pediatric Weight-Loss Initiatives, 10/06
• Life After Drug-Coated Stents: How to Pump Up Cardiovascular Profits, 11/06
  

Consumerism/Customer Relations and Service

• Community Hospital Creates an Exceptional Patient and Employee Experience to Drive Organizational Success, 3/06
• Meet Hospitals That Say ‘Yes’ to Every Patient Request; ‘The Wow and the Woo Factor,’ 6/06
• Patient Advocacy: A Few Good Models, 8/06
• Advocacy Training Programs, 8/06
• Private Firms Fill Advocacy Gaps, 8/06
• Mapping Opens Hospitals’ Eyes to Patient Experience, 12/06
• Patient Opinions Will Go on Center Stage as CMS Rolls Out HCAHPS, 12/06

Database/Relationship Marketing

• ‘Capturing’ Patients Early: When and How? 1/06
• All Patients Are Not Created Equal; Careful Targeting and Messaging Can Drive Patient and Payer Mix, 10/06

Innovation

• Value Innovation Will Be Key to Survival in Increasingly Competitive Health Care Environment, 2/06
• In Today’s World, You Must Out-Innovate the Competition; Simply Innovating Is No Longer Enough, 10/06
• The Other Seven Faces [of Innovation], 10/06
• Become a Trend Spotter in Your Organization, 10/06
• Five Recommended Books [for Trend Spotting], 10/06
  

Internet

• For More Americans, Internet Is First Stop for Health Information, 1/06
• Portals Help Empower Patients to Participate in Their Own Health Decisions, 4/06

Market Research

• Beware of the Golden Arches: They Don’t Always Translate into Loyal Customers, 3/06
• A Way to Calculate Your Patient Advocacy Score, 7/06
• Mystery Shopping Bridges the Gap Between Perception and Reality – ‘A Feel for What It Was Like to Be a Patient,’ 11/06

Physician Relations/Operations

• ‘Wow’ Strategies Work When Competition Gets Fierce for Physicians, 1/06
• A Well-Run Physician Relations Program Is Critical to Hospital Growth; Planning, Executing, and Sustaining Viable Programs, 8/06
• Hospitals Describe Key Factors in Success Physician Relations Programs, 11/06

Planning

• How to Design an RFP That Gets Results, 7/06

Pricing

• Provider Price Transparency So Far Receives Lukewarm Reception; Wisconsin Proves Exception, 4/06
• ProHealth Care Opts to Push Ahead with Open-Book Policy, 4/06
• Aetna Shines Light on Physician Out-of-Pocket Costs, 4/06

Public Relations/Advocacy

• Not-for-Profit Organizations Put Community Benefit Front and Center, 3/06
• Marketing and PR Professionals Can Lead the Way in Restoring Public Trust in Industry, 3/06
• Ten Rules of the Road for Managing Crisis Communications, 10/06

Sales and Promotion

• Managing Word-of-Mouth Communication in Health Care, 3/06
• Health Care Can Profit from Affinity Marketing, 5/06
• Buzz Marketing Expert Describes Six Secrets for Great Word-of-Mouth, 7/06
• Ways for Health Care Marketers to Get Started [in Buzz Marketing] and Patients Gushing, 7/06

Strategic Issues/Trends

• Are You Ready to Address the Top 10 Marketing Trends in 2006? 1/06
• Survey Suggests Key Elements of Marketing Success, 2/06
• How You Can Tackle the ROI Measurement Problem, 5/06
• It Is a Challenge to Attribute Hard ROI Numbers to Marketing Efforts, But Not Always Impossible, 12/06

Technology

• Marketers Will Assume Growing Role in Technology Planning, 5/06
• Future High-Impact Technologies and Clinical Practices, 5/06

Wellness/Prevention/Access

• A Dramatic Approach to Reducing Childhood Obesity, 2/06
• Fast Facts About Obesity, 2/06
• CentraState Helps Schools Build Health Awareness, 7/06
  

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