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.

• 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.

• How can marketing ensure right site-of-care utilization?

  February 18, 2011 | Expert Q&A | Marketing and Planning Leadership Council

  Learn how Mountain States Health Alliance’s marketing department reduced unnecessary overcrowding at EDs and increased utilization of primary care services.

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Research

• Engaging Patients in Primary Care
  

  March 29, 2012 | Study | Marketing and Planning Leadership Council

  Discover how marketers can support care compliance while building patient loyalty.

• 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.

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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

• Marketing executives tapped for new roles
  

  March 27, 2012 | Video | Marketing and Planning Leadership Council
  

  Marketers are assuming new leadership roles in two key areas: patient engagement and patient experience. Alicia Daugherty discusses how marketers' expertise positions them well to lead these efforts.

• Stark Law 101: Reinforcing the Basics 
  

  February 15, 2012 | On-Demand Webconference | Crimson Market Advantage

  Listen to Rebecca Fayed, The Advisory Board Company's Associate General Counsel and Privacy Officer, review the fundamentals of Stark compliance and provide expert guidance on identifying your risk profile.

• 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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