Marketing

Expert Insights

• Rightsizing neuroscience subspecialty marketing 

  January 20, 2012 | Blog | Marketing and Planning Leadership Council

  The ACO model carries significant implications for marketing departments. Organizations that choose to participate in the Shared Savings Program will need to carefully monitor efforts to communicate with patients.

• How to market urgent care centers to consumers and physicians 

  October 30, 2011 | Expert Perspective | Marketing and Planning Leadership Council

  Educate consumers and physicians on the benefits of an urgent care center.

• What is the difference between a center of excellence and an institute? 

  September 14, 2011 | Blog | Marketing and Planning Leadership Council

  We frequently receive questions about the definition of a "center of excellence" versus an "institute" and why a hospital would pick one brand over the other.

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Research

• Cardiovascular Marketing Strategy: Best Practices for Communicating a Distinct Value Proposition and Securing Market Leadership
  

  February 9, 2011 | Study |
  Cardiovascular Roundtable
  

  Learn how to create a distinct brand and improve physician marketing.

• Launching Physician Practice Investments 

  January 1, 2011 | Study | Marketing and Planning Leadership Council

  Nine tactics for strengthening the strategic return on physician investments.

• Advancing Physician Outreach Programs: Key Considerations for Program Structure and Effectiveness
  

  December 22, 2010 | Study | Marketing and Planning Leadership Council
  

  Strengthen physician relationships through data-driven, personalized outreach.

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Tools & Analytics

• Marketing Performance Dashboard
  

  January 10, 2011 | Tool | Marketing and Planning Leadership Council
  

  This tool supports the development of customized marketing dashboards that highlight department activities for the purposes of monitoring, tracking, and presenting performance status to executives.

• Marketing Prioritization Tool
  

  July 8, 2009 | Tool | Marketing and Planning Leadership Council
  

  In order to prioritize requests for promotional assistance, this tool creates a matrix that plots campaigns relative to each other based on marketability, cost, and fulfillment of user-defined objectives.

• Marketing Campaign ROI Toolkit
  

  June 11, 2009 | Tool | Marketing and Planning Leadership Council
  

  Helps marketers conduct meaningful ROI assessments on direct outreach campaigns by using three resources for computing impact: ROI Calculator, Significance Calculator, and the Sensitivity Analyzer.

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Multimedia

• Online technologies and physician relations
  

  August 19, 2010 | Video | Marketing and Planning Leadership Council
  

  Jared Landis discusses the quickly changing landscape regarding health care providers and online communication, and explores strategies for hospitals to leverage these trends to improve quality of care, workflow, and physician relations.

• Targeted Social Media Efforts
  

  April 1, 2010 | On-Demand Webconference | Marketing and Planning Leadership Council
  

  This on-demand webconference focuses on case studies of hospitals operating specific social media accounts for targeted audiences, with special attention to logistics, challenges, benefits, and impact.

• Next-Generation Physician Liaison Programs
  

  April 1, 2010 | On-Demand Webconference | Marketing and Planning Leadership Council
  

  Through a panel discussion with profiled hospital experts, this on-demand webconference reviews successful elements of emerging models for physician liaison programs.

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Products & Services

• Crimson Market Advantage

  Technology platform that enables hospitals to understand physician referring and performing patterns and the factors associated with physician loyalty.

• Marketing and Planning Leadership Council

  Research membership for hospital and health system marketers, planners, and business development executives.

• Health Care Industry Committee 

  Insights and decision-support resources to help health care services companies elevate marketing, strategic planning, and business development.