Marketing Healthcare Today - Volume 8, Issue 6

MARKETING HEALTHCARE TODAYVOLUME 8 - Issue 6

INSIDEWHAT’S

and much more…

mEmorIAl mEDIcAl cENTEr-lufkIN’S“StorieS from the heart” campaign 08

Sacred Heart engaged people on an emotional level through a series of fictional patient stories.

St. Rita’s Medical Center created a campaign to increase awareness of self-referred vascular screening services.

Palo Alto Medical Foundation touted a collaborative personalized approach to healthcare based on a close partnership between patients and doctors, innovative technology and freedom of choice.

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NOT jusT A DIsEAsE Of THE ELDERLYThe Alzheimer’s Association developed a campaign to generate awareness of the early signs and symptoms of Alzheimers.

AlzHEImEr’S AWArENESS

sTORIEs fROM THE HEARTIn an effort to stop out-migration, Memorial Health System of East Texas showcased success stories, featuring patients selected from key cities in their service area.

cArDIovASculAr SErvIcES

TO LIvE HERE. TO LIvE NOw.Sacred Heart sought to engage people on an emotional level through a series of fictional patient stories, underscoring the healing power of their newest technologies.

TEcHNology

GET A LEG upSt. Rita’s Medical Center used a humorous image of hospital volunteers to create a campaign to increase awareness of self-referred vascular screening services.

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vASculAr SErvIcES

CuRE fOR COMMON MEDICINEPalo Alto Medical Foundation used a collaborative personalized approach to healthcare based on a close partnership between patients and doctors, innovative technology and freedom of choice.

opEN ENrollmENT

CARE YOu CAN HAvE fAITH INAdventist Health developed a comprehensive advertising program as a brand positioning line to couple the faith based mission of the health system with the trust and confidence people put in their physicians and caregivers.

BrAND cAmpAIgN

E D I T O R I A L s TA f f

EXECUTIVE EDITOR: Melinda Lucas [email protected]

GRAPHICS:Karla [email protected]

Melinda Lucas [email protected]

Randy Lucas [email protected]

BUSINESS ANALYST:John [email protected]

PROJECT SPECIALIST:Allyce [email protected]

PUBLISHER & EDITOR:Randy Lucas [email protected]

CONTRIBUTING WRITERS:Chanin BallanceStewart Gandolf, MBA Lonnie Hirsch

ADVERTISING SALES:[email protected]

T O s u b s C R I b E

$175.00 per year for USA Seven (7) % tax will be added where applicable.Canada delivery - add $20

Overseas delivery - add $45

© 2010 Creative Images, Inc.,SM

ALL RIGHTs REsERvED

INSIDE

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A detailed look at healthcare marketing...

What works?What was involved?

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Marketing Healthcare Today (ISSN #1545-3219) is published bimonthly by Creative Images, Inc.SM - 141 Willets Road • Sylva, NC 28779 • Phone: 828-586-6789. © Entire contents copyright 2010 by Creative Images, Inc.. No part of this publication may be reproduced, digitized or transmitted without the publisher’s written permission. Send all address changes to: Circulation Department; Marketing Healthcare Today; 141 Willets Road; Sylva, NC 28779. Printed in the USA.

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3MHT Vol.8 Issue 6 • 2010 www.MHTmagazine.com

O R G A N I Z AT I O NI N f O R M AT I O N

SACRED HEART HOSPITAL(Hospital 150-499 beds)CONTACT: Becky Swanson

900 West Clairemont AvenueEau Claire, WI 54701

Phone: (715) 717-4591

AG E N C YI N f O R M AT I O N

HT KLATzKY & ASSOCIATES CONTACT: Alison Schiek1511 East Superior Streeet

Duluth, MN 55812Phone: (715) 272-1028 or

(218) 728-3651

TA R G E T A u D I E N C E

Men and women 25-49 that associate clinical quality with

physician reputation, patient safety record, hospital reputation and

cutting-edge technology

D u R AT I O N7 weeks over 10 weeks

M E D I A u s E D

Magazine Ads, Newspaper Ads, Radio, and TV / Video

b u D G E T

$205,000

technology campaignTo live here. To live now.

Sacred Heart’s purpose for the “Technology Campaign” was to underscore the healing power of their newest technologies by showing how they touch lives and add a human element to these amazing machines. Through a series

of fictional patient stories, they sought to engage people on an emotional level. They wanted to create a connection to the patients depicted, and, in turn, a connection to Sacred Heart. While the patients can put a human face to each

technology’s benefits, the real star of the show is the technology. The concept, phrased in the form of a question, “Aren’t you glad you live here? Aren’t you glad you live now?” was intended to prompt customers to stop and think about how Sacred Heart Hospital’s sophisticated technologies enable hope, healing and an improved quality of life.

And that these tools are available “right here—and only at Sacred Heart.”

4 MHT Vol.8 Issue 6 • 2010 www.MHTmagazine.com

radiospot...ANNOuNCER: Lisa Havens is a runner. She’s training for her fourth marathon. In one month she’ll be diagnosed with an aortic aneurysm. Thanks to the diagnostic capabilities of Sacred Heart Hospital’s Dual Source CT Scanner, Lisa’s aneurysm will be caught before it ruptures. The Dual Source CT Scanner, available only at Sacred Heart Hospital. Aren’t you glad you live here? Aren’t you glad you live now?

:30 RADIO

CAMPAIGNOBJECTIVES:• Solidify position as the region’s technological leader in a way that reinforces SHH’s brand of hope • Increase awareness for SHH’s life-saving technologies


RESULTS:• According to a National Research Corporation survey, brand advocacy -- percentage of households in which a member has utilized services and would recommend Sacred Heart Hospital to family or friends -- increased 3 percentage points.

• Utilization increased by 4%.

he will be diagnosed with a brain tumor.

This is Mark Webber. In just a few days,

:30 Tv

TvViDeo...

His tumor will be caught early, thanks to the powerful

imaging strength of the 3 Tesla MRI, only at Sacred Heart Hospital,

where leading edge technology changes lives

every day.

Aren’t you glad you live here?

Aren’t you glad you live now?



ST. RITA’S MEDICAL CENTER(hospital 150-499 beds)

CONTACT: Carole Versaci Dugan

730 West Market StreetLima, OH 45805

Phone: (419) 226-9501


JB DESIGN SOLUTIONS CONTACT: Jeni Bible


Men and women 40+

M E D I A u s E D

Billboards, Direct Mail,Newspaper Ads,

and Point of Service

D u R AT I O N

10 weeks

b u D G E T

$10,000

Vascular screeningincreasing awareness of self-referral

The “Get A Leg Up” campaign was created to increase awareness of self-referred vascular screening services. The gentlemen in their St. Rita’s hospital gowns caught the fancy of those who saw it. These men are volunteers at St. Rita’s Medical Center. This campaign was a success and completed on a relatively small budget. The concept, copy and photography, was completed in-house. Jeni Bible of JB Design Solutions created the layout and design for the campaign.

Several account reps at area newspapers called to say how much they enjoyed the ad. The “models received many comments from their friends and neighbors... all positive with the occasional ribbing about the white ankles and dark socks. The “Get A Leg Up” campaign was a humorous and effective way to educate the public on the importance of vascular screening and the risks involved if ignored.


Ads were placed in newspapers in the primary 3-county service area. Reprinted newspaper ads were placed at point of service in St. Rita’s Beverly and Henry Hawk Heart and Vascular Center.

5,000 of direct mail postcards were sent to a targeted area. An overrun was also placed in public areas throughout the hospital and handed out at health fairs.

REsuLTs:Vascular screening volumes at St. Rita’s Medical Center increased by more than 30% by the end of the campaign.

Billboards were used in one specific county. It was included in the rotation of an electronic billboard

at one of the area’s most well-traveled roads.



MEMORIAL MEDICAL CENTER--LUFKIN

(hospital 150-499 beds)CONTACT: Yana Ogletree

P.O. Box 1447Lufkin, TX 75902

Phone: (936) 639-7163


POGO ADVERTISING CONTACT: Brian Mackey

8602 S. Oswego Ave.Tulsa, OK 74137

Phone: (918) 592-0888


40+ male/female12 county region in East Texas

M E D I A u s E D

Billboards, Magazine Ads,Newspaper Ads, and

Web Site / Banner Ads

D u R AT I O N

6 months

b u D G E T

$60,000

carDioVascular care feaTuring real life sTories

Memorial Health System of East Texas had begun experiencing a significant shift in cardiology/cardiovascular services over the last two years. This top revenue-producing service line was being threatened as more cases migrated to hospitals in larger cities, such as Houston.

In an effort to stop the downward trend, Memorial invested in the construction of a new Cardiovascular tower, a new CV surgeon and dedicated nursing team. The program also expanded to include robotic surgery for heart and lungs.


Featured patients were selected from each of the key cities within the hospital’s primary and secondary markets. Their ads were published in their respective newspapers/boards. Their hobbies, life experiences and personalities were depicted in the ad copy as well as their medical procedures.

In an effort to showcase success stories, a marketing campaign that would capture a real-life look and impart a positive, strong feel was created. More importantly, the images and messages needed to be honest and straightforward, avoiding a big “corporate” tone. The ads weren’t necessarily about the health system, but the people it serves, one patient at a time.


The campaign was published in primary and secondary market newspapers, local and regional

magazines, and on outdoor boards. It was displayed on

outdoor boards for 6 months and the newspaper schedule also ran 6 months in a 12 county area. In primary newspapers, the campaign was published

biweekly and in rural secondary markets the campaign ran in

weekly publications.


RESULTS:Total cardiology cases increased by 38%, while cardiovascular surgeries increased 50%.


beyond Translation: best practices for Healthcare

By Chanin Ballance, CEO of viaLanguage

One of the most important issues facing healthcare today is the demand for health services from an increasing number of patients with limited English proficiency (LEP). Healthcare organizations must make certain that language barriers do not impact the quality of care provided to their LEP patients. Not only do healthcare providers have language access responsibilities under federal and state law, but also bear a social obligation to ensure that patients and clients enjoy equal access to services. Though not without its challenges, it is an achievable goal that can deliver significant rewards both for the healthcare provider and the LEP community they serve.

This article focuses on five best practices for taking some of the uncertainty out of addressing language access as applied to written based communications and for ensuring language access efforts are as effective as they can be.

best practice #1: Assess your situationTo ensure you have the most up-to-date view of your audience, assess your unique situation regularly. Review your objectives, understand what types of written information is pertinent to your LEP audience, identify the language, culture, ethnicity, and literacy levels of the patients, communities, and members you must address. This can include surveys, welcome calls and other outreach tactics for gathering this information.

It seems simple enough. You know that your LEP communities speak specific languages. But you may not be aware that within those communities there are many differences, including unique cultural groups and dialects, distinct idioms and forms of address, and so on.

Literacy levels are commonly not factored in however, it’s crucial. Nearly 78 million people in the United States are unable to understand and apply critical healthcare information due to the inability to comprehend English. Tools such as the Fry Readability Formula for English texts

or the Huerta Readability Formula (HRE) for Spanish materials are extremely helpful in determining literacy levels.

In a nation as diverse as the U.S., a one-size-fits-all approach is not likely to prove effective given the wide range of cultures, literacy levels, and English proficiency. To communicate effectively, written materials must be both culturally and linguistically appropriate for the audience.

best practice #2: balance linguistic accuracy with cultural competency For a translation to be effective, it must involve more than the simple exchange of one language for another. Localization takes the translation a step further by adapting the message to the specific culture to which you are communicating. The U.S. Department of Health and Human Services’ Office of Minority Health defines cultural and linguistic

competency as the ability of healthcare organizations and providers to understand and respond effectively to the cultural and linguistic needs brought by the patient to a healthcare encounter.

For instance, it’s a good idea to consult with members of your diverse communities to find out where they are from, what generation they fall into (i.e., how long they have been in the U.S.), and what dialect or cultural nuances may distinguish groups that

otherwise appear homogeneous.

For immigrant or refugee populations, the U.S. healthcare system can be confusing and intimidating. Cultural literacy helps resolve those difficulties, playing a significant role in developing a successful language access program tailored to the audience. This is significant as there is a compelling link between communication, patient satisfaction, adherence and health outcomes. Let’s take a look at a straight translation versus a transcreated sentence:

Translated spanish sentence: Nuestra organización está presente para ayudar a los

adultos mayores que están en nuestras vidas para que puedan vivir la vida con la salud y con independencia felicidad. (Our organization is here to help today’s seniors live healthfully and with independence.)


Transcreated spanish sentence: Nuestra organización está presente para ayudar a los adultos mayores que están en nuestras vidas para que puedan vivir la vida con la salud y felicidad. (Our organization is here to help the seniors in our families live healthfully and happily.)

In this example, the linguist took greater creative license to adapt the copy to connect with the audience on a cultural level. They understood the importance of the role played by family and intergenerational ties in the Hispanic community. Having incorporated these elements, the copy diverges from the focus of the original, but becomes in the process more culturally resonant, and ultimately more meaningful for the audience.

best practice # 3: Ensure quality by relying on a proven methodology Quality assurance involves much more than just getting the language right. The best way to ensure quality is to build it into your entire translation and localization process from the beginning.

For instance, our four-step process has been proven to deliver successful translation and localization projects accurately, on time, and on budget. It’s a methodology that looks not only at the individual project, but focuses on continual improvement and increasing value as well. The methodology may not be necessary for every job; your Language Service Provider (LSP) should customize it to suit your organization’s needs and goals. Here’s a quick overview:

phase I: Objectives and scope:

Objective: Your LSP team acquires a clear understanding of your organization and requirements, including:• Language and cultural needs• Technological needs• Scope of work

phase II: planning and setup

Objective: Organize and confirm resources, tools and processes for all team members to be successful, for example: • Clarify team roles• Prepare and refine project plans• Create new or extend existing style guides and glossaries• Set up translation memory • Confirm communication preferences and plan.

phase III: Implementation

Objective: Translate and culturally adapt content to achieve target objectives. Confirm satisfaction with client and audience, including: • Translation, editing, and proofreading• Formatting and “engineering” • Quality assurance and testing

phase Iv: Maintenance, Measurement, and Continual Improvement

Objective: Together with your LSP team, determine—and institutionalize—which aspects of the project went well and reengineer those that can be improved upon, for example: • Measure your success• Review objectives• Update tools and technology

The four-phase approach we’ve outlined will help ensure a clear roadmap for a successful process. But it also allows for continual improvement and the application of key lessons as you go along. For more details on this methodology and processes download the whitepaper, Effective Translation and Localization at www.vialanguage.com under Resources.

best practice #4: Choose a Translation Agency wisely With so many potential translation disasters, the healthcare industry must pay special attention to the quality of its translation services. Yet how is a healthcare provider to ensure that it provides the most accurate translations for its target populations?

Factors to consider when selecting a translator or agency include: experience in the target languages, special skills relevant to your topic, and an established methodology of best practices.

The best and most reliable way to find a good translator is to use the reference of a trusted colleague; someone who has experience with your practice area, and who also has worked with the translator in the past. Since this is not always possible, there are other ways to evaluate prospective agencies or individuals. The approach should be similar to the selection of a valued employee, since the translators can have a big influence on how you are perceived in the target languages. In the U.S., the American Translator’s Association (www.atanet.org) can provide valuable information and references for companies and individuals in your area. Other factors to consider include:


Go Native. Native refers to native of the target language, as that person will have the advantage of linguist intuition that makes it possible to say things so that they sound right to the target audience. However, the translators ability with the source language is important too, so it is important to take into account the translator’s ability with the source language as well (e.g. time living in an English-speaking country, if the source language is English.)

Get references. Much like screening potential employees, it is important to do a professional check on translators to confirm their experience and level of quality.

Match skills to topic. If your area is healthcare, it is important to find a translator comfortable handling healthcare subject matter and choosing appropriate terminology. An agency provides this because a.) Its translator screening can be more vigorous and b.) Its market is more finely tuned toward industry needs.

Project Management, Methodology. Since translation is very labor intensive, poorly designed translation projects can be very expensive to fix. Some ways to ensure that your translation agency will do a quality job the first time, it is important to keep its process in mind, and pay attention to whether it utilizes project management staff members to keep track of projects, maintain open lines of communication, establish glossaries, factor in review time, and plan budgets accordingly.

For more information on this topic download the “How To Select A Translation Agency” brief at: viaLanguage.com/beyond_translation.php.

best practice #5: Take the Guesswork out of Translation budgeting Preparing for a year of translations requires budgeting. Here are some easy ways to make the translation budgeting process easier.• start with government compliance. To remain compliant with federal and state regulations, take a forward-looking approach to translation and budgeting. Plan for any “vital documents” that relate to the health and well-being of your target LEP audiences. • Look at your demographics. If you receive funds and grants to provide translated material, focus your attention and budget on the top two or three languages in your area. If one of those languages is Spanish, consider translating into a neutral form of Spanish instead of separate translations into, say, “Mexican” and “Cuban” Spanish.

• Leverage translation memory for savings. Maintain a translation memory database for repetitive material to save time and money. Make sure that you own the translation memory database should you ever choose to switch LSPs.• save on desktop publishing costs. Consider decreasing your desktop publishing (DTP). Not all information needs a design-intensive presentation format. Redoing a complicated DTP project to fit languages that may have a 25 percent expansion rate over

English can increase costs substantially. A good LSP can advise you.• share documents within your healthcare organization. If you have multiple facilities within your organization, centralizing translation and/or using one translation memory can be a cost-effective way to pool resources.• focus your funds where and when you need them. For many organizations, most documents need to be translated at specific times during the year. Focus your funds accordingly.

Be wary of prices that sound too good to be true. Remember, you are paying not just

for a word-for-word translation, but for cultural and healthcare expertise as well. Here’s an example of a typical rate structure:

For more cost saving information download the “Five Ways to Stretch Your LEP Translation Budget” brief at: viaLanguage.com/beyond_translation.php.

Case studies

The Health plan of san Mateo The Health Plan of San Mateo (HPSM) is a managed care healthplan that provides health care benefits to San Mateo County’s underserved residents. In conjunction with the San Mateo County Department of Health’s Family Health Services, HPSM currently offers the SHAPEDOWN® Program. SHAPEDOWN is a successful weight management program designed for obese children, teens and their parents and is available to any members who meet age and body weight requirements.

beyond Translation: best practices for HealthcareCONTINUED FROM PAGE 12.


Because the program’s materials were available in English only however, the significantly large proportion of Spanish monolingual families among HPSM’s member population (33 %) were not able to participate. The health risks that result from being overweight can significantly contribute to rising costs in health care. So, addressing this large member population was a priority for HPSM.

As we know, conveying program information in a culturally sensitive manner is critical. For the SHAPEDOWN program, HPSM had to adapt, for example, word find puzzles and the children’s melodies, Baa Baa Black Sheep and Mary Had a Little Lamb to suit the needs of Latino families.

Mary D. Giammona, M.D., M.P.H, Medical Director at HPSM commented, “Providing health and nutritional education programs to limited English speaking communities, especially Latino children and their parents is vital. It is important to teach healthy eating behaviors and exercise models early in a child’s life since what we experience as a child often contributes significantly to our habits as adults.”

Factoring in culture sensitivities, following efficiency tips and methodology steps last year the SHAPEDOWN materials were successfully translated into a Spanish version. On September 21, 2010 HPSM celebrated their first year of Spanish SHAPEDOWN, which more than 100 families have completed.

Health plan of san joaquin As the first local initiative to offer managed care services in the San Joaquin Valley, Health Plan of San Joaquin (HPSJ) has been working with an ethnically diverse community since 1996. Having successfully grown their membership to over 75,000 in the past ten years, they’ve proactively addressed the challenges of providing a set of services to an ever-shifting and diverse ethnic population.

Providing vital documentation in multiple languages to the community, on a limited budget, to ensure that membership with Limited English Proficiency (LEP) understands their benefits, program options and service levels are a challenge that always faces HPSJ.

According to Latishia Futrell, HPSJ’s Publications Coordinator, “One of our guiding principles is cultural and linguistic sensitivity. Although we’ve been successful in meeting the needs of our membership base through some translation in the past, the volume of work, and the increased membership in our various programs forced us to reassess our translation initiatives. It has also pointed out the need for us to standardize our approach.”

Working with over 600 in-network providers and all local hospitals in the San Joaquin Valley, HPSJ’s vital documents are

not only an important part of the services they deliver to their customers, but many are legal documents that are mandated to be made available in the main languages of their membership base. “The translation of these documents is tricky” says Futrell. “There are Title VI and Civil Rights Laws involved and state legislation that mandates that we provide translation for these materials to all our members.”

Privacy Policy Examples – in Spanish and Vietnamese The key to quality translations is consistency and a standardized process. Having implemented a comprehensive style guide and glossary for current and future projects, the approach ensures that new

or updated versions of vital documents – as well as additional document types – are translated the same way every time. “The number of publications continues to grow and we continue to serve a larger market in additional counties,” says Futrell. “From EOC documents to member newsletters and annual reminders, to the content on our website, we’ll continue to translate more of our materials, and the content and tone needs to be consistent.” According to Futrell, “Having the ability to submit projects, get immediate quotes, track progress and have a record of projects saves us time and gives us the visibility we need when it comes to our translation projects.”

To request a free guide full of tips, tools and translation and

localization best practices for the healthcare industry go to http://www.vialanguage.com/content/beyond_translation.php.

About viaLanguageviaLanguage, a leading provider of online language translation and localization services, is committed to improving access to healthcare by removing language and cultural barriers that may prevent people from otherwise obtaining such care. Through the unique combination of its Online Language System (OLS), expert linguists and integration capabilities, viaLanguage offers organizations a comprehensive, affordable solution for meeting today’s increasing need for effective multilingual communications. viaLanguage services are designed to help clients quickly and easily develop the very best multilingual Web sites, software applications, marketing materials and other global communications. For more information go to: www.vialanguage.com.



ALzHEIMER’S ASSOCIATIONCONTACT: Dan Morris

225 N Michigan Ave, Suite 1700Chicago, IL 60601

Phone: (312) 335-5797


TG MADISON CONTACT: Jessica Plagman

3340 Peachtree Rd NE, Suite 2850Atlanta, GA 30326

Phone: (404) 267-4449


Proactive, health-interested,60-75 year olds

M E D I A u s E D

Brochures, Magazine Ads, Radio, TV / Video and Web Site / Banner Ads

D u R AT I O N

May 17 - June 21, 2009

alzheimer’snoT jusT a disease of The elderly

Alzheimer’s is a progressive and fatal brain disease that affects more than 5 million Americans. It is also the 6th leading cause of death in the United States.

Widely misperceived as a disease of the elderly (80’s+), Baby Boomers represent the next great wave of sufferers. While there is no cure, the earlier the disease is diagnosed, the more options families have to treat and delay symptoms and plan for the future.

Generating awareness of early signs and symptoms among this large, at risk population is critical to not only getting people the help they need, but also to advance attention and resources for Alzheimer research, programs and support.

The specific marketing objectives for this target:

Objective 1: To increase traffic on the early detection “Know the 10 Signs” landing page of alz.org by 25%.

Objective 2: To double the average number of downloads of the early detection “10 Signs Checklist” by generating awareness of the disease using the advertising campaign.

The target audience was focused only on the Boomer + age group and the creative message sought to get the group to recognize that the disease affects “people like me” – vital, active adults. Not simply the elderly.


The connection strategy was threefold:1. Make the early detection “Know the 10 Signs” campaign newsworthy2. Align with a sole network television partner that would lend editorial support3. Concentrate the campaign in a one- month flight, May 17 – June 21, 2009

CBS was chosen as a partner. It is the unquestioned leader in reaching this age group and the network’s marquee news properties – The Early Show, CBS Evening News, 60 Minutes and Sunday Morning – were put to work on behalf of the cause.

“MY LIfE” :30 RADIO

radiospot...wOMAN #1: Sometimes, I know what I want to say, but just can’t find the words.

MAN: Last week, I shouted at my grandson. And I’m not sure why.

wOMAN #2: I saw my daughter, but couldn’t remember her name.

ANNOuNCER: The sooner you recognize the warning signs of Alzheimer’s disease, the sooner you can do something about it. To learn more, go to ALz.org/10signs. That’s ALz.org/10signs.

A message from the Alzheimer’s Association.

Digital: estimated 5.6 million impressions


REsuLTs:• On the day after the launch, the alz.org/10signs page received 393% more traffic than the alz.org home page – the first time in the history of the Alzheimer’s Association that an internal site page received more visits than the home page¹

• Over the entire month of the campaign, the alz.org/10signs page received 9% more traffic than the Association’s home page¹

• Hits to alz.org/10 signs were up 69% during the paid media campaign when compared to the same time period the previous 30 days¹

• During the “Know the 10 Signs” paid media campaign, the “10 Signs Checklist” PDF was downloaded 56,679 times – over 14x the average¹

¹Alzheimer’s Association Webtrends reporting; May – June, 2009²Alzheimer’s Association self‐reported data from AEDA Corporate Program; October, 2009

Watch! Magazine estimated 300,000 in circulation


Maybe you left ‘em in the bathroom again?”

“Bill, have you seen my keys anywhere?”

“I’ll help you look.

:30 Tv

TvViDeo...

“It’s the strangest thing, I . . .” The warning signs of Alzheimer’s disease may be right in front of you.

“It’s alright, baby.” For help and information, call the Alzheimer’s Association

or visit ALz.org/10signs.

TV reach: 83,488 impressions


Media FocusWeight Loss Services

BARIATRIC MIRACLES CAMPAIGNOrganization: Catholic Health -- Cheektowaga, NYAgency: Travers Collins & Company -- Buffalo, NY

PATIENT HANDBOOKOrganization: Orange Regional Medical Center -- Middletown, NY

SIERRA PROVIDENCE BARIATRIC CENTER CAMPAIGNOrganization: Sierra Providence Health Network -- El Paso, TXAgency: Mithoff Burton Partners -- El Paso, TX

NOVEMBER 2010MONTH-LONG:Alzheimer’s Disease Awareness MonthDiabetes MonthHome Care MonthHospice/palliative Care MonthLung Cancer Awareness Month

wEEK-LONG:Diabetes Education week . . . . . . . . . . . . . . . . . . . . . . November 1 - 7Medical-surgical Nurses week . . . . . . . . . . . . . . . . . . November 1 - 7urology Nurses and Associates week . . . . . . . . . . . . . November 1 - 7Allied Health professions week . . . . . . . . . . . . . . . . . November 7 - 13Health Information and Technology week . . . . . . . . November 7 - 13patient Transport week. . . . . . . . . . . . . . . . . . . . . . . . November 7 - 13Radiologic Technology week . . . . . . . . . . . . . . . . . . . November 7 - 13perioperative Nurse week . . . . . . . . . . . . . . . . . . . . . November 8 - 14

DAYs:Great American smokeout. . . . . . . . . . . . . . . . . . . . . . . .November 18

DECEMBER 2010MONTH-LONG:safe Toys and Celebrations Month

wEEK-LONG:Aplastic Anemia & MDs Awareness week . . . . . . . . December 1 - 31

DAYs:AIDs Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . December 1

DON’T FORGET THESE IMPORTANT NATIONAl HEAlTH REcOGNITIONS

Source: Society for Healthcare Strategy and Market Development. 2010 Calendar of Health Observances and Recognition Days.

For more information, visit www.stratsociety.org.

Media Focus


By Lonnie Hirsch and Stewart Gandolf, MBA

The effectiveness of even good-looking marketing materials can be poisoned by any of these classic design flaws. Here’s how to spot the most common art and visual mistakes in the making and what to do instead.

It’s practically impossible to describe excellent healthcare marketing materials.

It is an elusive mix of creativity that brings together exactly the right combination of words, images, color, space, and a hundred other things to produce a medical service brochure, an upscale magazine ad or a hospital website.

Perhaps “good” is best defined as what works effectively and efficiently for a specific purpose and a specific audience. Great design and superb copy work together seamlessly. The meaning is clear, the message is compelling, and the reader is involved and motivated.

But watch out for the “pretty poison” — design mistakes that might look good, but are fatal to your healthcare marketing message. Even exceptional writing is never read when the art, visuals, and/or graphics are out of whack.

Here are some of the classic killers we’ve seen in our consulting experience, plus a few words of guidance about what to do instead.

1. Mistaking “pretty” for effective.

Unfortunately, the subjective likes and dislikes of you and/or your staff don’t count. The objective is to communicate effectively, not win a design contest. And the real test is if the target audience sees and responds in the way you planned.

Instead: Put your personal taste aside - you are not the audience. You’re going for a graphic “look-and-feel” that appeals to the people you w ant to notice your message. It is possible to test marketing effectiveness, and ultimately, it is TRACKING that decides Return-on-Investment.

2. Assume any visual will do; just make the words support the art.

This is when someone picks a “cute” visual first and then writes the headline and text as an attempt at context. We’ve

seen hospital billboards and medical care ads where, for example, the main visual was a kid on a playground sliding board; the (painfully contrived) headline was: “Don’t let your primary care healthcare decisions slide.” It’s down right painful to think of the wasted media dollars and unrecoverable opportunity.

Instead: Think of your audience and your message first. Visuals, headlines and text must work together smoothly. Don’t expect the reader to de-code a message using out of place graphics, or thought-tripping heads and text. Blend words and visuals that connect with the reader and communicate a benefit.

3. poor layout means poor eye flow, and that equals lost patients.

Out-of-control layout — when the type or pictures are too large or too small for example — disguises your message amid visual confusion. The reader doesn’t know where to look first, or how to follow what’s presented. In the mind of the reader, it’s just easier to ignore a “jumbled” presentation.

pretty poison: when Graphics Kill Your Healthcare Marketing Messagesix fatal design flaws that can muzzle your results-and what to do instead.


Instead: Readability is the test. Keep visuals, heads, and text areas in balance and easy for the eye to track on the page or screen. Occasional emphasis or highlights are OK using bold type, sub-heads, and white space. Overall, reading the brochure, healthcare advertisement or blog must have a natural flow to the message.

4. Over-do everything

If the design is overwhelming, it’s too much. Using every design trick in the Graphic Artist’s Handbook isn’t a plus-it’s a net zero. Like throwing-in everything on the spice rack in the hope the soup will taste better.

Instead: Begin with a minimalist approach to graphics and design. The techniques which sell the message are those that give accent and understanding without overpowering.

5. bland is not beautiful.

The design opposite of “over-do” is graphic understatement. We see this when a medical group, healthcare practice or hospital doesn’t want to appear to be doing ads that

are “noisy” or “unprofessional.” The downside result is a marketing message is too bland to grab any attention at all. Low profile becomes no profile, with no results.

Instead: Good taste and professional messaging in medical marketing can be done effectively without graphically screaming or whispering. Here’s where engaging headlines, interesting visuals, tasteful use of color and contrast can carry the point..

6. Your sister-in-law can do it.

No in-law disrespect intended, don’t look for a shortcut. If your relative (friend, colleague, neighbor, or bowling partner) isn’t a trained, professional, graphic artist experienced in marketing and advertising, they are likely to make these mistakes or others. For best results, use an Art Director level graphic artist WITH a professional copywriter. (Copy is where the results really come from, but that is a subject for another day.)

Instead: There are really only two options; either use an experienced creative team, or save your money. This is where artistic talent meets the canvas. At best, it’s not easy to create effective materials with the right blend and balance of compelling text and excellent graphics and visuals. It’s even harder to critique your own work.

Copyright of Healthcare Success Strategies. To reach us call 800-656-0907 or visit our website at www.healthcaresuccess.com. Healthcare Success Strategies provides consulting, online and offline healthcare marketing advertising services, training and educational products.

The objective is to communicate effectively, not win a design contest.



ADVENTIST HEALTH(Healthcare system)CONTACT: Judy Leach10123 SE Market Street

Portland, OR 97216Phone: (503) 251-6162


COATES KOKES CONTACT: Anne Hoffman

34 NW First Avenue, Suite 300Portland, OR 97209

Phone: (503) 241-1124


Portland, OR area residents

D u R AT I O N

2009 - ongoing

M E D I A u s E D

Billboards, Brochures, Direct Mail, Magazine Ads,

Newsletters, Newspaper Ads, Radio, Outdoor Transit, and


care you can haVe faith in…creaTing a brand posiTioning campaign

Adventist Health’s “Care You Can Have Faith In” campaign is a comprehensive advertising program developed as a brand positioning line to couple the faith-based mission of the health system with the trust and confidence people put in their physicians and caregivers.

The campaign started with print, online and radio and has expanded into other media channels as the campaign has grown and evolved.


Above is a direct mail postcard that was sent out to Portland, OR, area residents.

Billboards were also placed throughout the area tying the campaign together.


RESULTS:• Increase in emergency department admissions• Overall increased awareness of hospital and system both internally and externally

:30 RADIO

radiospot...ANNOuNCER: As a patient, you put your faith in your doctors, nurses and a team of caregivers. You put faith in their skills, care and compassion and trust your health and well-being are in the very best hands. No one understands the role faith plays in health care better than we do.

We’re Adventist Health and we do our best to insure you never question the faith you put in us.

To learn more about our comprehensive services visit AdventistHealthNW.com.

Adventist Health. Care You Can Have Faith In.


Several different designs were printed and placed on transit buses that ran throughout the city.

Adventist Health also incorporated the campaign on their website and bi-monthly newsletter.



PALO ALTO MEDICAL FOUNDATION

CONTACT: Sapna Parekh2350 W. El Camino Real

Mountain View, CA 94040Phone: (650) 934-8685


COAKLEY HEAGERTY CONTACT: Katie zazueta

1155 N. First Street, Ste 201San Jose, CA 95112-4925Phone: (408) 793-2376


Women 25-64, with particular emphasis on women 35-64

D u R AT I O N

4 months (September - December 2009)

M E D I A u s E D

Billboards, Direct Mail, Magazine Ads, Outdoor Transit,

Newspaper Ads, Radio, TV/Video and


open enrollmentcure for common medicine

The Palo Alto Medical Foundation is a not-for-profit multispecialty clinic with almost 1,000 doctors offering healthcare services in San Mateo, Santa Clara, Alameda and Santa Cruz counties in California. Their Open Enrollment promotion typically takes place in September, October and November when employees have the option to make changes to their medical plan with their employers.

The Palo Alto Medical Foundation’s main goals of the 2009 campaign were to increase awareness of the PAMF brand throughout the Bay Area; to differentiate PAMF from other healthcare providers; to increase patient acquisition in targeted regions with clinic availability; and to engage with patients and the public to aid in retention and community relationship building.

Through focus groups that were set up with the assistance of Coakley Heagerty, PAMF learned that patients desire a collaborative partnership with their physician; they want to be heard and feel like their contribution to healthcare decision-making is valued; they approach healthcare decisions with thorough research online and through support networks; they make healthcare decisions on behalf of their family; and they desire more online accessibility in their healthcare services.


The Cure For Common Medicine campaign positioned PAMF as the highest quality healthcare option at the point of care, and it focused on the following points:• Collaborative patient/physician relationships• Online health record access• Personal attention• Choice of physicians, locations, specialties• Cutting edge technology• Consideration of a medical plan that includes PAMF

:60 RADIO

radiospot...ANNOUNCER: The Cure For Common Medicine at the Palo Alto Medical Foundation…it starts with a collaborative personalized approach to healthcare based on a close partnership between you and your doctor, innovative technology and freedom of choice in doctors, locations and specialties. What does it mean to you?

MAN 1: “My doctor and I go back a long way. It’s a joint partnership”

WOMAN 1: “If I ever needed a network of over 900 doctors around the Bay Area”

WOMAN 2: “Prevention’s good, but when you need care...you want the best.”

WOMAN 1: “My pregnancy on my terms.”

MAN 1: “Outstanding programs like cardiac care, cancer care and sports medicine.”

WOMAN 1: “I can breathe easier knowing my kids are in good hands.”

MAN 1: “Technology that makes healthcare more accessible, like PAMF on-line. I can view my personal healthcare information on-line any time I want.”

ANNOUNCER: Shouldn’t your healthcare plan include the Palo Alto Medical Foundation? Find out what our Cure For Common Medicine means to you at PAMF.org. That’s P-A-M-F.org.

The Palo Alto Medical Foundation media campaign featured:• A series of three print ads for newspapers and magazines• Online ads, including Facebook and webMD• Outdoor advertising• Movie theater ads• Radio Spot• TV Spot• Transit ads on buses and at BART stations• Participation in employer and community health fairs


RESULTS:• 22% increase in traffic to the PAMF.org site compared to the same time in 2008

• Increase in social networking activity including information inquiries/feedback and Facebook fans increase

About 20,000,000 impressions were purchased across print, radio, TV, movie theatres, digital billboard, websites and

magazines from September - December 2009.

Ads appeared online including locations such as

Facebook and webMD.

In answering your question, we’ll ask one ortwo of our own. We begin by assessing yourneeds, then take you through every step of anonline plan—from strategic thinking throughinteractive marketing and social media. Bycombining compelling website developmentwith complete content management solutions,we give you the tools you need to manage webcommunications while freeing up IT resourcesto focus on daily business needs.

Have a question? Get it answered.Call Paul Pomeroy at (800) 848-1552or email him at [email protected].

We’re here to help.

It all starts with a question.

Visit us at a-b-c.com

sAvE THE DATE

ENTRY DEADLINE: fEbRuARY 28, 2011(LATE DEADLINE: MARCH 15, 2011)

spONsORED bY CREATIvE IMAGEs, INC., AND MARKETING HEALTHCARE TODAY MAGAZINE

forCall Entries2011 AsTER AwARDs COMpETITION

Don’t miss this opportunity to be recognized in the 2011 Aster Awards Competition! This program is designed to honor the nation’s most talented healthcare marketing professionals and their outstanding marketing and advertising efforts. This national competition is one of the largest of its kind and offers the most detailed category

selection for more precise competition of like-sized organizations.

Winning entries, judged by a diverse panel of experts, are published in Marketing Healthcare Today magazine. An overall Best of Show trophy, Judge’s Choice trophies and Gold, Silver,

or Bronze certificates are granted to entries which exemplify true quality in advertising. Congratulations to all winners in last year’s competition!

For more information, visit us online at www.AsterAwards.com or call toll free (800) 254-6789 ext. 102.

Documents

Marketing Healthcare Today - Volume 8, Issue 6