WHAT’S
INSIDE OrthoIndy created a memorable brand image that defined whothey are and what services they provide. 24
DaVita, Inc., created a campaign to increase awareness of their efforts to improve the knowledge and practice of kidney care. 28
good samaritan hospital’s 50,000 mile check-up campaign
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Barnes-Jewish West County Hospital was inspired to market its new digital mammography services using a low-cost campaign. 32
and much more… VOLUME 8 - Issue 5
MARKETING HEALTHCARE TODAY
INSIDE A detailed look at healthcare marketing... What works? What was involved?
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E D I T O R I A L S T A FF EXECUTIVE EDITOR: Melinda Lucas mlucas@MHTmagazine.com
GRAPHICS: Karla Pritchard kpritchard@MHTmagazine.com
Melinda Lucas
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mlucas@MHTmagazine.com
Randy Lucas rlucas@MHTmagazine.com
BUSINESS ANALYST: John Sandifer jsandifer@MHTmagazine.com
PROJECT SPECIALIST: Allyce Jeanes info@MHTmagazine.com
PUBLISHER & EDITOR: Randy Lucas rlucas@MHTmagazine.com
CONTRIBUTING WRITERS: Chanin Ballance Stewart Gandolf, MBA Lonnie Hirsch ADVERTISING SALES: sales@MHTmagazine.com
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web site services
momtalk
Onslow Memorial Hospital created an online community, where mothers can share their experiences and learn from each other. tv spots
When it matters most
Interim HealthCare® Inc. launched a new national television advertising campaign in conjunction with Nurses Week, portraying them as as trusted experts after a patient leaves a doctor’s care and returns home. screening services
50,000 mile check-up
www.onslow.or
Good Samaritan Hospital developed a product that resonated with Baby Boomers to encourage them to live longer, healthier and more active lives.
The life of a mother. You know what it’s lik at MomTalk. your life is worth penn medicine Share your highs, your lows, Penn Medicine developed a campaign to deliver a market position that identifies them as your eye-rolls. a place the only world-renowned healthcare leader in the Greater It’s Philadelphia region. where all mo orthopedic services each other — for our children, and for ou cardiac services
Broken? We’ll fix it!
OrthoIndy created a memorable brand image that defined who they are and what services they provide by using a cast image in all of their advertising. kidney care
Patients is a virtue
DaVita, Inc., created a campaign to increase awareness of their efforts to improve the knowledge and practice of kidney care nationwide. mammography services
be smart
Inspired by a successful campaign at Penn State Milton S. Hershey Medical Center, Barnes-Jewish West County Hospital was inspired to market its new digital mammography services to women ages 40 and above in its service area.
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.
Turning shock To exhilaraTion since 1987.
To be perfectly honest, our clients are often surprised at the advertising campaigns we give them. Not exactly what they expected, they say. But everything we do is based on all the knowledge we can get from research and decades of combined experience in health care marketing communications. So, when the results start rolling in, any discomfort our clients might have felt is forgotten in a wave of euphoria. Perhaps that’s why our clients stay with us for years. And years. And years. Holmes & Co. is ready to startle (and delight) you in the years to come. Contact Lisa Holmes at 801.355.2211 and find out how.
strategic planning advertising media planning research and analysis consulting public relations
801-355-2211
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34 s 600 e slc, uTah 84102-1107
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WWW.holMesco.coM
Get everYtHinG HCAHPS ASkS for. And leArn A lot more in tHe bArgAin. Strategic Health’s telephone surveys give you what you need to comply with HCAHPS requirements. And we give you the information in a hurry. And we give it to you at a price that’s hard to beat. But, best of all, we offer customized reports that give you more information in more ways—helpful, valuable information that allows more ways to improve performance. Call Scott Holmes at 801.521.5080 for more information. You’ll be surprised at what you’ll learn.
Strategic Health is a Preferred HCAHPS vendor for CMS
MomTalk
an online community The idea for MomTalk, an online community of mothers, began in early 2009 as Onslow Memorial Hospital identified the need for a shift in advertising focus. It was then realized that the traditional hospital message in a traditional marketing campaign was not going to create the opportunity for differentiation that OMH needed. In response, the decision was made to focus Onslow Memorial Hospital’s energies on providing meaningful online services to the community. They were able to drive traffic to those services by using traditional media throughout the community.
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O R G A N I Z AT I O N I N F O R M AT I O N
AG E N C I E S I N F O R M AT I O N
Onslow Memorial Hospital (hospital 150-499 beds) CONTACT: Tim Strickland 317 Western Boulevard Jacksonville, NC 28546 Phone: (910) 577-4736
Saturday Brand Communications (Web Site) Charlotte, NC; RedChoux (Broadcast) Columbia, SC; Creative Squeeze (Print/Outdoor) Corona, CA
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TA R G E T A U D I E N C E
M E D I A US E D
Mothers and expectant mothers in Onslow County.
Billboards, Brochures, Direct Mail, Annual Report, Magazine Ads, Newsletters, Newspaper Ads, Radio, TV / Video and Web Site / Banner Ads
BUDGET $ 145,000
D U R AT I O N 28 days
The next step in the process for getting MomTalk up and running involved identifying local mothers who had appealing stories and enjoyed blogging. Once the bloggers were in place, the campaign was ready to launch.
radio
spot...
:30 RADIO
The life of a mother. You know what it’s like. So join our blogs at MomTalk and share your experiences. It’s a place where you can read and share your highs, your lows, your triumphs and your eye-rolls. It’s a place to conspire and commiserate. A place to encourage and enlighten. MomTalk is a place where we can learn from each other and become better parents for our kids and for ourselves. Join MomTalk at onslow.org.
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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During and after a 28-day campaign in early 2010, there was a tremendous response, with total page views for all of OMH’s online properties jumping from 33,692 in January to 64,724 in February. The numbers have continued to increase despite the fact that MomTalk has not been promoted via traditional media since February. OMH’s online properties are enjoying record numbers of page views, visits and visitors, reaching 87,630 in July.
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The campaign is intended to repeat during a 21-day period in September 2010. Onslow Memorial Hospital hopes to see the monthly page views climb well over 100,000 as a result.
TV
VIDEO...
The life of a mother.
It’s a place to conspire
for our kids
:30 TV
You know what it’s like.
and commiserate. A place to encourage and enlighten.
and for ourselves.
So join our blogs at MomTalk and share your experiences.
MomTalk is a place where we can learn from each other
It’s a place where you can read and share your highs, your lows, your triumphs and your eye-rolls.
and become better parents
Join MomTalk at onslow.org.
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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when it matters most More than 40 years of experience counts
Interim HealthCare® Inc., the nation’s leading and oldest franchise healthcare and in-home senior care company, launched a new national television advertising campaign in conjunction with Nurses Week, which began May 6 and ran through May 12. The campaign ran for three consecutive weeks on national cable networks. Within the new campaign, Interim HealthCare introduced its new brand message – “When it matters most, count on us.” With more than 40 years of touching people at one of the most vulnerable moments in their lives, the new message portrays Interim HealthCare as trusted experts for life’s unexpected and often difficult situations after a patient leaves a doctor’s care and returns home. The first spot in the campaign, shot exclusively in black and white, features five intimate testimonials as a soft, original musical score can be heard in the background. The ad opens with an elderly gentleman on screen while his daughter’s voice can be heard off camera. She explains to the viewer that her dad lives by himself, and she is terrified that he might fall down the steps. Next, a young
man in his 20’s appears in a wheelchair and says he was not prepared when his whole life changed forever. The shot cuts to a close-up of a man in his 50’s sounding tired and distraught while he emphasizes how important it is to have good help. Slowly a nurse appears on screen standing next to the Interim HealthCare logo and her soft, compassionate voice is heard. She speaks with tenderness and explains “It is not about a shift or a case; it’s about making a difference.” A son then pleads on camera for the nurse offscreen to take good care of his dad. Then the screen fades to black and a narrator reads the brand message that appears on screen, “When it matters most, count on us.” The Interim HealthCare logo slowly appears in the shot and the commercial comes to a close. The television ads debuted on cable channels such as Food Network, Lifetime, E! Entertainment, HGTV, USA and TNT. Interim HealthCare’s network of 300 franchisees will be able to include branded local information in the commercials.
“Interim HealthCare’s new television commercial touches our viewers through relevant situations while positioning our 40 years of experience as the partner you want during emotional decision making,” said Linda Shaub, vice president of marketing for Interim HealthCare. “The strategy and execution of the television campaign and new brand message speak to the sensitivity, compassion and breadth of our services as the leading franchise healthcare company.”
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AG E N C Y I N F O R M AT I O N
interim healthcare CONTACT: Christy Hritz 1601 Sawgrass Corporate Parkway Sunrise, FL 33323 Phone: (954) 858-2756
BFW advertising 6700 Broken Sound Parkway Northwest Boca Raton, FL 33487 Phone: (561) 962-3300
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
TA R G E T A U D I E N C E
D U R AT I O N
Women 35 years and older
Three consecutive weeks
M E D I A US E D TV / Video
Affordable, Creative Television Ads That Deliver Impact and Results How to take advantage of new opportunities to include TV ads in your marketing plan By Lonnie Hirsch and Stewart Gandolf, MBA
It is possible to control television production and media costs and still deliver a professional-quality message with strong results. TV may not be right for every healthcare marketing plan, but it’s no longer out of reach. New media options, friendly broadcast rates, and tight budget control make TV a sensible consideration for hospitals, healthcare organizations and practices. Television is a pervasive medium that rarely gets a second thought in most healthcare marketing plans. If TV is considered even briefly, the costs for media (buying the air time), and the costs for production (creating the commercials) are assumed to be prohibitive. Actually, there are now some highly affordable ways to put this powerful medium to work. We want to be the first to tell you that television doesn’t belong in everyone’s external marketing plan, and we’re only likely to recommend TV as a layer within a healthcare media campaign. But where it’s appropriate, TV might be an option within your reach after all. Here’s why... Media costs are soft. As we’ve noted in other articles, broadcast rates are more negotiable than ever in challenging economic times. You can extend your buying power with preemptable positions, strong repetition and leveraged buying with a Media Buyer. You need to know where to look, how to shop and where to buy, but attractive discounts are available. (Note: you will save money with a good media buyer - the money they save you will greatly outweigh their nominal commissions.) Media strategy counts big time. One of our readers called last week to tell us that he is cleaning up by targeting women watching daytime television. We can’t disclose too much due to confidentiality issues, but we can tell you that he and his colleagues are successful because they followed their buyer’s advice and have the right mix of “reach” and “frequency.” Digital broadcasting has expanded the number of media options. Anyone with cable, satellite, broadband, fiber optics or other such connections recognizes that there are hundreds of programming choices. The question of “where to advertise” is more complex and far-reaching in the digital age, but it’s a bigger field than ever.
The main categories are NETWORK, LOCAL/INDEPENDENT, and CABLE— but there are more and more options under each heading. In short, the increased supply is competing with lower rates. There are creative ways to communicate without breaking the bank. A TV commercial that is produced on the cheap, inevitably looks cheap and unprofessional. It’s tough to look good with a modest budget when your message runs next to the work of a powerhouse national ad agency with an astronomical budget. An amateur effort will stand out as bad by comparison. But with the right creative approach, script and storyboard...and with all production costs firmly under control, your message can (a) produce high ROI results, (b) look and feel completely professional, and (c) be cost effective. Here’s an example... This is a Healthcare Success Strategies TV commercial that is attention-getting, effective, and professional http://www. healthcaresuccess.com/articles/television-example.html Working within a reasonable budget, this impactful TV commercial seamlessly brought together the primary message formula of PROBLEM + SOLUTION + WHY YOU? + OFFER + DEADLINE, ending with a call to action and prominent phone number. Depending on your script, further economies may be possible in the editing process that delivers 1-minute, 30-second and 15-second spots from the same production effort. If you are willing to invest a bit in production, 30-minute informercials can work as well. While Stewart is spoiled - early in his career his first spokesperson was Cher - you don’t have to spend millions of dollars to get on the air. In fact, nowadays we have relationships where you can get a 30-minute infomercial created for a fraction of what you’d expect. Television can be a powerful tool for marketing private practices, group practices, hospitals, and other healthcare organizations. It’s not necessarily the place to get your feet wet, but in the right circumstances, it may fit a larger media mix. 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.
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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the 50,000 mile check-up Because you’ve got a lot of living to do Good Samaritan Hospital of Maryland, traditionally considered “an old person’s hospital”—as substantiated by recent consumer focus groups—is working to position itself as a hospital for Baby Boomers. Their Brand Position: For Baby Boomers, Good Samaritan Hospital is their partner in helping them live longer, healthier and more active lives through its commitment to focus on and support healthy living and aging, as well as its strong service culture, clinical expertise in key service lines and quality of care and convenience. The key objective of this campaign was to develop a product that resonates with Baby Boomers and helps them to engage in their health, in partnership with Good Samaritan Hospital. Through this product, the goals were to: • Enhance reputation - Increase by a significant margin: Unaided Hospital Awareness, Preference and Overall Quality • Increase Revenue - Achieve growth in key service lines in support of the hospital’s strategic plan and attract new patients through the 50,000 Mile Check-Up In short, to draw new patients to experience Good Sam via the 50,000 Mile Check-Up, and to generate down-stream revenue for other services.
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O R G A N I Z AT I O N I N F O R M AT I O N
Good Samaritan Hospital of Maryland (hospital 300-499 beds) CONTACT: Kris Roeder 5601 Loch Raven Blvd. Baltimore, MD 21239 Phone: (443) 444-4975
gkv communications
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
TA R G E T A U D I E N C E
M E D I A US E D
Baby boomers born between 1946 1964; active adults who want to maintain their good health, but, due to family/ life obligations (work, children, aging parents, etc.) may have neglected taking care of/addressing their own health. (Focus group participants ranged in age from 45 to 67, mixed gender, with total household income above $35K.
Fan, Flier, Newspaper Ad, Panel Card, Pocket Folder with Inserts, Print Ads, Radio, and Website D U R AT I O N April 2009 - Ongoing
In preparation for the launch of the 50,000 Mile Check-Up campaign, Good Sam hosted an intensive round of consumer focus groups. Pre-Campaign Research Summary: The current image is “older hospital” specializing in “geriatrics” and “rehabilitation.” Importantly, a significant number of participants have no existing perception. After hearing about/seeing the proposed 50,000 Mile Check-Up creative collaterals, the campaign proved successful in shifting participants’ perceptions. Subsequent to campaign exposure, Good Sam, as a hospital option, was consistently rated higher. A majority of participants found the campaign to positively influence their Good Sam perceptions: • “It shows me that Good Sam is making changes and maybe it’s a hospital for me.” • “The campaign promotes preventive care, so now I’ll think of them in a better way.” • “I would have never thought of Good Sam before, but I may check it out now.”
A pocket folder and informative inserts were created and handed out.
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Good Sam began offering 50,000 Mile Check-Ups in April. Utilizing an existing sponsorship with The Catholic Review, the 50,000 Mile Check-Up was promoted at community events, including Red Hot Mamas®, a menopause education program; Vintage, a healthy aging program; Better Health by the Book, a health-related book club; and more. A dedicated microsite was also developed, GoodSamIsGoodHealth. org, to engage consumers on the web and remind them of the value of their good health—and the convenience of the check-up at Good Sam as well. Appointments could also be requested online or by calling 410-GOOD-SAM. Website and phone were promoted in all 50,000 Mile Check-Up materials, including Good Health newsletter (bimonthly circulation: 63,000), on-hold messaging and through TV media partnerships (Fox 45, WMAR-TV and WBAL Radio). The Good Health Center team and primary care specialists worked together to design a comprehensive screening AND positive patient experience that was comfortable, pleasant, engaging and personal. Challenges were determining which tests to include, so as to keep the screening relevant and valuable, without making it too invasive or scary—or time-consuming—to the consumer and too expensive in terms of lab costs and manpower.
RESULTS: Since the program began in April, 229 calls have been received, or an average of 32 per month. Amazingly, 208 of those 229 registrants—or 91% of respondents—are new to Good Sam, (meaning they had never visited Good Sam or have not been a patient within the past 2 years) and 175 people (or 76%) were in the targeted Baby Boomer demographic. Though it’s too early for almost all revenue reporting (downstream revenue and physician referrals to be monitored), about $10,000 gross revenue has been made so far. In addition, a part-time clinician has just been upgraded to a full-time dedicated coordinator to help administer the check-ups and generate the personalized follow-up health reports to participants. The popularity of this program is contagious, and is helping to refresh the hospital’s image, one participant at a time.
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As a sponsor of The Belvedere Square Summer Concert Series, we developed collaterals for consumers— a fun fan (pictured below) and panel card (left).
radio
spot...
:60 RADIO - “AUTO”
We love our cars, don’t we? We’re passionate about maintaining them. We take them in for regular checkups. Good Samaritan Hospital figures if we can do that for our cars, we should be able to do that for our bodies. So, we’ve created the first 50,000 Mile CheckUp for people. And, chances are you’re definitely overdue. Good Sam’s exclusive 50,000 Mile Check-Up is a quick, affordable, couldn’t be easier headto-toe screening specially designed to help you get healthy and stay healthy. And we offer virtually all the tests you need in one visit, at one location, for one low price of just $50. Kind of like preventive maintenance for your health. You won’t find anything else like this in Baltimore. So stop saying, “I’ve been meaning to,” and start treating your body like the awesome high performance machine that it is. Schedule your 50,000 Mile Check-Up at Good Samaritan today and feel good. Call 410-GOOD-SAM or visit GoodSamIsGoodHealth.org. Proud member MedStar Health.
A gift certificate was developed to promote internal purchase of a 50K Check-Up as a gift for Mother’s Day, Father’s Day, Valentine’s Day and other holidays.
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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Media Focus Obstetrical Services
Loch Haven OB/GYN Brochure Organization: Florida Hospital -- Maitland, FL
Birthing Center Brochure Organization: Methodist Sugar Land Hospital -- Sugar Land, TX Agency: Freed -- Sugar Land, TX
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Grateful Patient Ad Series Organization: Tri-City Medical Center -- Oceanside, CA Agency: Miriello Grafico -- San Diego, CA
Baylor System Campaign 2009 Organization: Baylor Health Care System -- Dallas, TX Agency: Revel -- Dallas, TX
Women & Children’s Pavilion Organization: Northeast Georgia Medical Center -- Gainesville, GA Special Moments Organization: Athens Regional Medical Center -- Athens, GA Agency: The Adsmith -- Athens, GA
100 Years of Caring Organization: Saint Mary’s Hospital -- Waterbury, CT Agency: Dornenburg Group -- Bloomfield, CT
Special Care Nursery Brochure Organization: Delnor Hospital -- Geneva, IL Agency: INC!TE Chicago -- Lake Forest, IL Sutter Health “Patient Stories” Outdoor Organization: Sutter Health - Sacramento Sierra Region Agency: Glass McClure, Inc -- Sacramento, CA MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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Building Your Brand Across Cultures By Chanin Ballance, CEO of viaLanguage
Ethnic minorities account for increasing proportions of the U.S. population. In the 2000 Census, one of every four U.S. residents reported themselves as a racial or ethnic minority. By 2050, the proportion will probably continue to increase to one in two persons. The biggest mistake most marketers make when marketing to ethnic communities is they apply their general strategy to all. Assuming a one size fits all approach in the development of marketing strategies intended to motivate a “specialized group” will produce less desirable results because “brand building” will have been lost. Often, the most disastrous ethnic faux pas unfortunately occurs in marketing’s most-publiclyscrutinized arena – mass communications. This situation can also be the most easily prevented. Cultural differences impact branding Understanding cultural differences is important for effective global branding strategies. As brands enter different cultures, it becomes imperative for them to carefully adopt the brand elements (images, advertising, channels, and others) to appeal to the local tastes and preference of the targeted culture. Cultural differences can be morphed from a challenge to an opportunity when brands learn from the many best practices in the industry and adopt their branding strategies to adequately reflect the consumer preferences. The increasing popularity of the Internet offers brands a very powerful tool to involve customers and bring the
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brands closer to the local culture by providing them a platform to interact with the brand in their (customer’s) terms. Creation of online discussion groups, and online brand communities is a firm step towards co-creating brand value with the customers. Case studies San Francisco Health Plan (SFHP) is a licensed health plan providing affordable health coverage to low and middle income residents living in San Francisco. SFHP serves a great percentage of Chinese, Spanish and Vietnamese members. “We identify our target audiences and determine what motivates them to seek coverage and what drives the decision for choosing a plan,” says Robert G. Menezes, Director of Marketing and Communications for SFHP. “Bottom line, they want affordable quality healthcare. We keep messages at a level they understand – focusing on messages of strength, hope, being in control. We choose media they will see in their neighborhoods (e.g. sides of buses, bus shelters, community newspapers) that they trust. As the community health plan, we must remain visible in the communities we serve,” says Menezes. When choosing newspapers and other periodicals, keep the following tips in mind: • Choose large and small print publications • Determine community newspapers respected by the target audience • Continuous ads throughout the month • Annual review of each publication to determine if it still reaches target audience • Build relationships with contacts at various media who in turn help spread the word of your organization and provide a favorable opinion
As brands enter different cultures, it becomes imperative for them to carefully adopt the brand elements (images, advertising, channels, and others) to appeal to the local tastes and preference of the targeted culture. Creating print ads SFHP applies the following strategies: • Always produce ads in multiple languages • Try to keep consistent look and feel throughout the campaign • Always have a San Francisco background of a neighborhood SFHP serves • Representative of a member profile • Positive images • Healthy and happy images Transit/outdoor is another strong medium for SFHP to reach their target audience. “We place our ads inside and outside of buses on specific routes and bus shelters in targeted neighborhoods. All bus shelter ads are language appropriate for the neighborhood where they are visible,” Menezes points out. How’s it working? According to Menezes, SFHP sees an increased call volume when ads are running. “We see an average of 200+ direct referrals per month through advertising,” he says. Senior Whole Health (SWH) is a health plan provider serving Massachusetts and New York’s lowincome seniors is committed to speaking ‘your’ language. “The demand and need in our communities is such that we need to supply information in several languages,” says Gabriel Martinez, Director of Corporate Marketing and Branding for Senior Whole Health. “We have ethnic communities in our area that speak languages such as Haitian Creole, Vietnamese, Cambodian and Russian. We’ve committed to addressing these groups in their own language, in a way that is culturally sensitive and at the suitable literacy level. Simplicity is key for this special group of people,” relates Martinez. SWH is in the top 5 percent of insurance plans in the country addressing low-income and special needs of the elderly.
“Our messages have to convey our overall theme in whatever language. However, you can’t just translate verbatim as it won’t resonate with different ethnic communities. Add to this, language comprehension skills being at a fairly low level and you have some challenges,” notes Martinez. “Our mission is to provide seniors with a health care plan that’s simple to join, provides the security of around-the-clock health care, and allows them to live independently. We strive to ensure we are not losing the true essence of our message from culture to culture,” concludes Martinez. Tips for adapting brand and messages to a multicultural audience Maintain your global branding - make sure all your corporate information (Company information, Mission, History and Culture) is localized but kept constant throughout your communications in order to maintain consistent identity and branding. Write your content with an international audience in mind - don’t assume that all English content automatically transfers over. First, evaluate the target culture. Is it a culture that relies on information rich writing to fully understand a concept or product or is it a culture that relies more on images or one that needs little text to grasp ideas and concepts? Be careful to avoid slogans or messaging that is confusing - or colloquialisms, idioms, humor and ethnic references that are difficult to translate and/or may not be relevant to people of other cultures. Also, keep in mind that many ethnic minorities tend to be drawn to collective values vs. individualistic ones, and they often look to one another to help guide decisions and opinions. Latinos, for example, are a very experiential culture. They are driven by emotion and direct experience and less so by data. Story continued on page 34
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your life is worth penn medicine Emphasizing the importancE OF THE PATIENT.
The “Your Life is Worth Penn Medicine” campaign was developed to deliver a market position that identifies Penn Medicine as the only worldrenowned healthcare leader in the Greater Philadelphia region. The “Worth” campaign highlights the health system’s extensive breadth and depth of services, providing more ways to save a patient’s life. It emphasizes the importance of the patient, and the value he/she places on his/her own life, even when addressing the science and the medicine that can bring healing. Penn’s advertising brings to life both the human and scientific faces of healthcare at an academic medical center that is nationally ranked for its clinical practices and hospitals and is the indisputable regional leader in many clinical services, including heart care.
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AG E N C Y I N F O R M AT I O N
Penn Medicine (hospital over 500 beds) CONTACT: Ms. Shaun Moran 3600 Market Street, Suite 240 Philadelphia, PA 19104 Phone: (215) 349-8666
Karma CONTACT: Ms. Caroline Kennedy 230 S. Broad Street, Suite 1500 Philadelphia, PA 19102 Phone: (215) 790-7800
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
TA R G E T A U D I E N C E
M E D I A US E D
Quality-seeking consumers, referring physicians, affiliate networks and payors.
Billboards, Direct Mail, Magazine Ads, Newspaper Ads, Outdoor Transit, Radio, TV / Video and Web Site / Banner Ads
BUDGET $500K IN FY2010
D U R AT I O N Launched October 2009 to Present
outdoor ADVERTISING The cardiac program was supported by bus and billboard advertisements including one of Penn’s permanent billboards located on the Walt Whitman Bridge. Cardiac creative appeared on this unit for several months at the beginning of the fiscal year.
radio
spot...
:60 RADIO
What would you give for more energy ... less fear ... for the peace of mind your heart won’t fail you? What would you say to a second chance at life ... the chance to see your grandchildren grow up ... the chance to heal your heart? The answer is Penn Medicine. With more world renowned heart specialists, and more breakthrough treatments performed only at Penn like therapies for life threatening heart rhythms disorders, complex heart valve replacement, and one of the top 10 heart transplant programs in the country - Penn Medicine has more ways to save your heart, and your life. When faced with heart problems. When you need a reason to hope. When the only option is every option, your life is worth Penn Medicine. To learn more visit PennMedicine. org or call 800.789.PENN.
radio ADVERTISING Radio supported several of the Penn Medicine service lines. Similar to TV, a portion of the schedule included cardiac-focused :60 spots. Radio ran in tandem with TV from early October through late November. Penn’s cardiac program was featured in morning and afternoon drive times as well as middays, evenings and weekends. The cardiac spots aired on a variety of stations targeting different audiences which included: new radio, classic rock, rhythm and blues, and National Public Radio. The cardiac portion of the radio buy delivered an estimated 52.2% reach against adults 35+ with a 3.5 frequency and an estimated 8,222,000 A35+ impressions. The total cardiac portion of Penn Medicine’s broadcast buy - on radio and TV - delivered an estimated 92.3% reach against adults 35+ with a 9.2 frequency and an estimated 35,011,000 A35+ impressions.
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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TV
VIDEO...
:30 TV - “Heart - 1”
What would you give for a longer life ...
The answer is
a fuller life ...
Penn Medicine.
With innovative therapies
every stage of heart failure.
And the most experienced team
has more ways
to save your heart,
and your life.
When faced with a failing heart.
When you need a reason to hope.
Your life is worth Penn Medicine.
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in the region -
for a heart that won’t fail you?
and devices to treat
Penn Medicine
TELEVISION ADVERTISING A television schedule was developed to support the Penn Medicine brand. A portion of this schedule included two cardiac focused :30 spots as well as a cancer, proton therapy and an anthem spot. The TV spots were on-air from early October through late November. The schedule began again in early January for an additional 7 weeks. The TV buy included a variety of stations. Purchased programming and cable networks were selected based on a high composition of an affluent A35+ audience. Therefore, the schedule was heavy in dayparts, local sports and appropriate prime shows. Penn cardiac spots were featured during Olympic programming in February 2010. The cardiac portion of the TV buy delivered an estimated 82.1% reach against adults 35+ with a 7.9 frequency and an estimated 26,789,000 A35+ impressions.
PRINT ADVERTISING Magazine advertisements specific to Penn’s cardiac program were placed in select high-profile publications. Full page 4-color insertions were scheduled in editions with editorially appropriate features. Magazine insertions were placed in the following: • Philadelphia Magazine, January issue • US Airways Magazine, January Health feature • South Jersey Magazine, February issue • Main Line Today, February issue • U.S.News & World Report, Heart Health section, geo-targeted to Philadelphia MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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DIRECT MAIL In early 2010, Penn Medicine implemented a Customer Relationship Management (CRM) program in order to attract admissions among very specific patient populations. Through CRM, Penn developed highly targeted messaging for direct mail pieces to build awareness and increase patient appointments for their Heart Failure and Consultative Cardiology
WEBSITE Inpatient admissions, procedure volumes, scheduled outpatient appointments, call center volume, web site visits have all increased since the beginning of this campaign.
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2010
DEADLINE: SEPTEMBER 30, 2010 LATE DEADLINE: OCTOBER 15, 2010 DON’T MISS THIS ELITE NATIONWIDE AWARDS PROGRAM EXCLUSIVELY FOR CARDIAC AND VASCULAR ADVERTISING! The CardioVascular Advertising Awards program was designed to recognize outstanding advertising materials in the specific areas of cardiac and vascular services. All promotional materials produced in 2009 for cardiac and/or vascular service lines are eligible to enter. A diverse panel of judges examine and evaluate all entries, honoring those showing outstanding quality in design, creativity and message effectiveness. Professional, full-color Gold, Silver, and Bronze awards will be issued by both Group and Category. Judge’s Choice trophies will be presented to Division winners receiving a perfect score from the judges.
For entry forms, visit us online at
www.CVAawards.com or call toll free (800) 254-6789 ext. 102.
How are you fighting the nation’s #1 killer?
Sponsored by Creative Images, Inc., and Marketing Healthcare Today
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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Broken? We’ll fix it!
a memorable brand to identify services As a member of the community for over 47 years, OrthoIndy started to experience a lack of name recognition. With “Ortho” in their name, they were approached at events by residents of Indianapolis, asking, “Where is your orthodontist practice located?” When they explained who they were, the next question asked was, “What hospital are you affiliated with in Indianapolis?” Followed by, “Are you with Clarian?” “St. Vincent?” “St. Francis?” It became apparent that their existing marketing messages were not defining who they were and what services they provided. To answer these questions, OrthoIndy created the Broken? We’ll Fix It! campaign. The overall goal of the Broken? We’ll Fix It! campaign was to create a more memorable OrthoIndy brand that left no doubt of what they do – fix bones. To display who they were and what they do, they created the cast image to brand OrthoIndy. They incorporated the brand in all of their advertising materials, including: print advertisements, patient collaterals, billboards, television, Web and social media sites. By creating the cast brand they wanted to develop a consistent look to all of their materials. Their intention was that when people saw the cast, they would immediately think, “OrthoIndy.” After they had demonstrated who they were, they then created a tagline to say what they do, “Broken? We’ll fix it!”
O R G A N I Z AT I O N I N F O R M AT I O N OrthoIndy (Medical Practice {Non-Hospital}) CONTACT: Kasey Prickel 8450 Northwest Blvd Indianapolis, IN 46278 Phone: (317) 802-2168
TA R G E T A U D I E N C E
M E D I A US E D
D U R AT I O N
• Household decision-makers, especially younger baby boomers making healthcare decisions for themselves, their children and their parents
Billboards, Print, Radio, TV / Video, and Website / Banner Ads
June 2008 - December 2009
• Referring Physicians • Worker’s Compensation communities
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radio
spot...
:60 RADIO “Every Bone In Between”
So just who is OrthoIndy? They’re one of the most caring and highly respected orthopedic practices in the Midwest. For over 40 years, OrthoIndy has been providing leading edge “bone, joint, spine and muscle” care. If your child has suffered a sports injury, OrthoIndy’s specialists can help get them back in the game. Or maybe your parent has been having difficulty walking and is in need of a hip replacement; OrthoIndy will be there, with expert care. They treat pediatrics to geriatrics, and every bone in between. OrthoIndy makes it convenient with 11 locations throughout Indianapolis. There’s probably one close to you. Find out on line at OrthoIndy.com. Or call 317-802-2000. And did you know that OrthoIndy is the only medical group in the Midwest that has their own specialty hospital? Learn more about OrthoIndy by going on line, OrthoIndy.com. You can even find a doctor or make an appointment. OrthoIndy. “Broken?” They’ll fix it.
Greek Festival Program – September 2008
The initial idea of the cast concept was created in a brainstorming session with the members of the marketing department. They started charting words and images that were associated with a medical practice. Words like, “broken” and “fix” kept surfacing. When thinking about an image to represent their practice, OrthoIndy had to think of something that represented not only a medical practice, but an orthopaedic practice. They envisioned a cast as the best representation of something broken. The words and image came together perfectly, creating a quick and easy read for their market to understand who they were and what they did. “Broken? We’ll fix it!”
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OrthoIndy has a very wide target audience. Their practice treats patients from pediatrics to geriatrics. The main focus was on the household decisionmakers, especially younger baby boomers who make the healthcare decisions for themselves, their children and their parents. OrthoIndy believe our campaign immediately tells the audience who we are and how we can help their entire family.
The above ad was placed in the following publications: • 500 Festival Program – May 2008 • Indianapolis Monthly – May 2008 • Inside OI – 2008 Issue 2
Not only are potential patients an important audience, but the Referring Physicians and Worker’s Compensation communities are as well. Referring physicians (the physicians referring their patients to OrthoIndy for their orthopaedic services) need to know that these services are available so they can send their patients that trust them to the best orthopaedic practice, especially when OrthoIndy is the orthopaedic practice with the most physicians and locations in Indianapolis and the surrounding communities. They also needed to keep the Worker’s Compensation community aware of their presence in the community to ensure their faith in their ability to get the injured worker’s back to work in a timely and safe manner.
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This ad was placed in the Center Grove High School Sports Program – 2008-09 Season
TV
VIDEO...
With over 60 physicians
Call us today or visit us
:15 TV - “Cast”
and 11 convenient Indianapolis area locations,
at OrthoIndy.com.
OrthoIndy’s campaign message has stayed consistent since its launch, aligning with its goal to tell their market who they are and what they do. To measure the success of the goals of the campaign they tracked monthly impressions for their television commercial and Web banner impressions on WTHR, as well as the daily impressions from their billboards.
OrthoIndy provides the highest quality bone, joint,
OrthoIndy. Broken?
spine and muscle care.
We’ll fix it.
RESULTS: The launch of this campaign couldn’t have come at a better time with the state of the economy. Now that OrthoIndy is more recognizable in the community, their clinics saw an increase in productivity. Instead of downsizing, OrthoIndy opened a new hospital outpatient department on the Westside of Indianapolis. The 38,000 sq. ft. facility is a clinic and outpatient surgery center that features 18 exam rooms, 2 operating rooms, physical therapy and MRI. In 2009, they announced the plans to build another hospital outpatient department that will serve the residents of the Southside of Indianapolis. The facility is scheduled to open in the fall of 2010. Spanning over 77,000 sq. ft., the facility will house a surgery center and clinic and will feature 42 exam rooms, 4 operating rooms, physical therapy and MRI.
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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patients is a virtue… increasing awareness
DaVita, Inc., is one of America’s foremost providers of dialysis services for those diagnosed with chronic kidney disease (CKD). DaVita Clinical Research (DCR) is the largest clinical research facility in the U.S. focused primarily on kidney care. SCORR Marketing developed the “Patients is a Virtue” campaign for DaVita Clinical Research to increase awareness of DCR’s efforts to improve the knowledge and practice of kidney care. To thoroughly understand the marketing situation, SCORR conducted primary research with stakeholders and customers. A strength identified by the research process included an exceptionally large number of strong patient relationships. DCR management felt the campaign, “Patients is a Virtue,” underscored their primary advantage in the market while allowing the flexibility to address a range of issues.
O R G A N I Z AT I O N I N F O R M AT I O N
AG E N C Y I N F O R M AT I O N
DaVita Clinical Research Headquarters (Pharmaceutical) 825 South 8th Street, Suite 300 Minneapolis, MN 55404 Phone: (888) 345-2567
SCORR Marketing CONTACT: Cinda Orr 2201 Central Ave, Suite A Kearney, NE 68847 Phone: (308) 237-5567
TA R G E T A U D I E N C E
M E D I A US E D
Companies working in Phase I-IIb, focused on providing clinical research in complex/specialty populations and therapeutic areas, and Phase II-IV renal studies.
Industry magazines/journals, Website/banner advertisements, and E-blasts
D U R AT I O N September 2009 - Ongoing
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Other materials included: Brochure, mini-brochure, Father’s Day and Thanksgiving cards, overview sheets and Website.
The media coverage included a circulation of 86,250 in printed industry-related magazines. The campaign banner advertisement was featured on “The Pink Sheet” pharmaceutical news and “Pharmaceutical Executive” magazine. “The Pink Sheet” Website had 345,734 impressions and 356 clicks within three months.
In an effort to make DaVita Clinical Research memorable and stand out at tradeshows, bobble heads of the main “patient,” Sally Smith, were given away to booth visitors.
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A holiday card series recognizing special holidays that highlighted the strengths of DaVita Clinical Research was created. A total of 500 cards were sent out for Father’s Day and Thanksgiving to current, past and potential clients.
Thanksgiving Card
Father’s Day Card 30
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
Overall, representatives of DaVita Clinical Research (DCR) were impressed and satisfied with the campaign. The utilization of strategic marketing tactics, such as a Website redesign, new tradeshow booth and Sally Smith bobble head, resulted in an increase in patient recruitment as well as an increase in visitors to the DCR Website and tradeshow booth. This campaign continues to be successfully utilized and expanded upon.
TenAdams_8.5x5.375_MHT_Ad_Bleed_081210.pdf
1
8/12/10
8:16 AM
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be smart‌
Promoting digital mammograms
Barnes-Jewish West County Hospital had an imminent need to market its new digital mammography services. Inspired by a low-cost, successful campaign at Penn State Milton S. Hershey Medical Center, the marketing department proposed to modify that model with their own messaging and visuals.
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O R G A N I Z AT I O N I N F O R M AT I O N
AG E N C Y I N F O R M AT I O N
Barnes-Jewish West County Hospital (hospital under 149 beds) CONTACT: Ann Ryan 670 Mason Ridge Center Drive, Suite 310 Creve Coeur, MO 63141 Phone: (314) 996-7711
Design Invasion CONTACT: Laura Messing 1107 Tamm Ave St. Louis, MO 63139 Phone: (314) 646-7673
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
3-month media buy included one St. Louis magazine ad
TA R G E T A U D I E N C E
M E D I A US E D
Women 40 and above in the Barnes-Jewish West County Hospital service area
Direct Mail, Magazine Ads, Newspaper Ads and T-Shirts D U R AT I O N Three months
“We’ve got you covered” meant Barnes-Jewish West County Hospital can cover all breast health needs. Not only with a free T-shirt for scheduling a digital mammogram, but also with the full range of related screening, diagnostic and treatment options.
Results: 30% increase in new digital mammography patients over campaign time period
This direct mailer was sent to 50,000 homes in service area.
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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Building Your Brand Across Cultures
Understanding literacy levels There a great many things that can compromise an otherwise thoughtful, well-intentioned healthcare translation effort. Literacy level is another.
Continued from page 16.
To establish the literacy levels of your patient communities you need to do your research. It’s best to first determine their reading level. Does the audience include many well-educated political asylees, or is it mostly migrant workers with little schooling? In either case, your materials should reflect that reality.
Chinese-Americans, as a general rule, are reserved and humble. Harmony is prized over confrontation, and there remains a great respect for elders and a love for children. Avoid overtly culturally biased photographs, graphics, or expressions - images carry many subtle cultural messages within them. When selecting images of people or symbols make sure they are culturally appropriate. For example, the two fingers held up in a “victory” sign, has an extremely offensive meaning in some cultures. Have a good stock of photographs that represent the different ethnic groups on hand. Keep in mind your use of color - For example, the color red means happiness in China, but in the US it means danger or stop. In France green indicates criminality however, in the US we relate green to safety or go. Here’s a great resource we found – Color Meanings by Culture.
證至少 65 歲， 會員，必須保 計劃。 要想成為 SWH MassHealth 保險 rcester、 並且已經加入 Wo ex、Middlesex、 Plymouth SWH 面向 Ess 和 ol rist 、B Suffolk、Norfolk 提供服務。 縣的長者
MassHealth 及 您將獲得所有 ，再加上： Medicare 的福利
診費 免醫生預約就 免牙科就診費 n 免眼科服務費 處方藥費 n 免處方藥和非 話服務 n 24x7 全天候電 通費 (有限制) n 免預約赴診交 些藥品， n 購買藥店的某 美元 (有限制) 每年補償 400
n
A nuestros miembros, sus médicos de atención primaria y sus familias les encanta nuestro plan. Por dicho motivo Senior Whole Health:
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MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
Se vuelve su contacto único para adquirir una amplia gama de servicios de apoyo de atención médica, inclusive enfermeras y trabajadores sociales,otros profesionales y agencias de la comunidad. Coordina todo su cuidado de las consultas médicas con Meals on Wheels Presta servicios de prevención como vacunas contra la gripe y exámenes médicos anuales Lo trata con cuidado y respeto afectuoso e incondicional,muy parecido al de un hijo o hija Está disponible las 24 horas del día, los siete días de la semana
Un equipo de atención médica que atienda sus necesidades diarias Acceso las veinticuatro horas del día a un equipo de atención médica Sin copagos por servicios médicos u hospitalarios Cobertura completa para medicamentos con receta médica Sin primas ni deducibles
ALBANY NY PERMIT NO. 66
SENIOR WHOLE HEALTH 200 SOUTH PEARL ST ALBANY NY 12214-2020
¿Quién puede inscribirse en Senior Whole Health? Nuestra inscripción está abierta a todos los individuos que actualmente cuentan con los beneficios de las Partes A, B y D de Medicare y que viven en los condados de Albany, Dutchess,Rensselaer,Saratoga,Schenectady y Ulster. Ya sea que usted viva en casa,en un hogar grupal o en una institución de vivienda asistida,nuestro plan de atención médica flexible le brinda la cobertura que necesita para llevar una vida plena e independiente. H5992_2009_076 4/13/09 Senior Whole Health es una organización de Medicare Advantage (MA) contratada por Medicare y se renueva anualmente con CMS.
Senior Whole Health está disponible en los condados de Albany,Dutchess,Rensselaer, Saratoga,Schenectady y Ulster.
30 利資料僅 訊，請與 H2224_2010_1 本文所載之福 廣告，更多資 定； 這是一則 的自願參加的健康計劃。 您做出投保決 h 簽有合約 ealt ssH Ma 和 Medicare
POSTAGE WILL BE PAID BY ADDRESSEE
*2008 年 11
Cómo funciona Es fácil inscribirse con nosotros. Después de llenar su formulario de solicitud y proporcionarnos su información de las Partes A,B y D de Medicaid y Medicare,nosotros le enviaremos su nueva tarjeta de Senior Whole Health.Esta tarjeta será su clave para obtener beneficios adicionales y le permitirá seguir siendo sano e independiente,además de vivir en su casa.
FIRST-CLASS MAIL
www.seniorw
Beneficios de Senior Whole Health Cuando usted se inscribe en Senior Whole Health,no perderá los beneficios de las Partes A,B y D de Medicaid o Medicare.A su vez,coordinaremos estos planes para usted y al mismo tiempo le ofreceremos beneficios que le permitan vivir en forma independiente,incluso:
TTY 1-866-404-9507 www.seniorwholehealth.com
Cuidado personal para el paciente en su totalidad
En cuanto se inscribe en Senior Whole Health, usted notará que definitivamente no somos un típico plan de atención médica.Su administrador de enfermería especializada y el coordinador de la comunidad escuchará sus inquietudes relacionadas con la atención 者評估調查。 消費 系統 médica. 助Posteriormente se reunirán con sus médicos, 提供者及 以協 照護 料， 醫療 利資 － otros proveedores de atención médica y familiares y 劃提供其他福 CAHPS 調查 (Massachusetts)， 現有福利的全面描述； 本計 Whole Health HMO 是一項與 desarrollarán un plan de salud para que usted reciba ior 月馬薩諸塞州 Sen 而非 todos los servicios que necesita. 為簡短概述， 本計劃聯絡。
BUSINESS REPLY MAIL
(免費) 1-888-566-352556 (TTY) 64 1-888-749-hol ehealth.com
NO POSTAGE NECESSARY IF MAILED IN THE UNITED STATES
n
1-866-211-1777
如何運作？
About viaLanguage viaLanguage, 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.
誰可
200 South Pearl Street Albany,New York 12202
lth (SWH) HMO Senior Whole Hea 者提供 ，該團隊為長 計劃易於加入 ， 全的健康照護 7x24 全天候安 立生活。 並協助會員自
A good place to start is to speak with members of these communities themselves. They will have the best insider knowledge and will be able to help guide you. You might also consult any local immigrant or refugee organizations and churches as they are often well-versed in the needs of their communities. And, of course, as always, we recommend checking with your language services provider. That’s what they’re there for. As our U.S. multilingual population continues to rise and global opportunities grow, cultural adaptation is a necessary step in maintaining your brand. The reward is accurate, timely marketing collateral that truly say what you mean.
州健康保險) ealth (馬薩諸塞 。 sH as M 有 已 對 專門針 者的醫療計劃 的 65 歲以上長 以加入？ 我們是誰？
For some audiences with low literacy levels it might actually be more effective to work with an oral interpreter as opposed to written translation. The Somali language, for example, only adopted the Latin alphabet in 1972. Due to the fairly new standardization, there may be a wide linguistic variance. The Nuer language of Ethiopia also has several dialects, with some not including a written form.
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MONTH-LONG: Gynecological Cancer Awareness Month Prostate Cancer Awareness Month Thyroid Cancer Awareness Month
Week-Long: Assisted Living Week . . . . . . . . . . . . . . . . . . . . . . . . September 12 - 18 Healthcare Environmental Services and Housekeeping Week . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .September 12 - 18 Prostate Cancer Awareness Week . . . . . . . . . . . . . . September 19 - 25 Rehabilitation Awareness Celebration . . . . . . . . . . September 19 - 25 Adult Immunization Awareness Week . . . . . September 26 - October 2 DAYS: Neonatal Nurses Day . . . . . . . . . . . . . . . . . . . . . . . . . . . September 15 Women’s Health & Fitness Day . . . . . . . . . . . . . . . . . . . . September 29
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But glory is just what you’ll get when you team up with the sensational people at O’Brien Advertising. For decades we’ve been giving marketing directors across the country something to stand up and cheer about. Like memorable campaigns that cut through the clutter and have proven ROI. Advertising that can actually have an entire board room applauding in agreement, because they see the huge impact it will have on the bottom line. Imagine the look on your CEO’s face when even the physicians are happy. A rarity, indeed. It’s your For more information contact Cassie Jones at cjones@thinkoba.com kingdom, go for the glory. Contact Cassie Jones at 303-820-2174 or cjones@thinkoba.com.
MONTH-LONG: Breast Cancer Awareness Month Healthy Lung Month Pharmacist Month Physical Therapy Month Week-Long: Healthcare Resource & Materials Management Week . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . October 3 - 9 Nuclear Medicine Week . . . . . . . . . . . . . . . . . . . . . . . . . October 3 - 9 Healthcare Food Service Workers Week . . . . . . . . . . October 4 - 10 Physician Assistants Week . . . . . . . . . . . . . . . . . . . . . . October 6 - 12 Pediatric Nurses Week . . . . . . . . . . . . . . . . . . . . . . . . October 9 - 15 Case Management Week . . . . . . . . . . . . . . . . . . . . . . October 10 - 16 Emergency Nurses Week . . . . . . . . . . . . . . . . . . . . . . . October 10 - 16 Healthcare Security & Safety Week and Officer’s Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .October 10 - 16 Dialysis Technician Recognition Week . . . . . . . . . . . . October 11 - 16 Healthcare Quality Week . . . . . . . . . . . . . . . . . . . . . . October 17 - 23 Hospital and Health-System Pharmacy Week . . . . . . October 17 - 23 Infection Prevention Week . . . . . . . . . . . . . . . . . . . . . October 17 - 23 Healthcare Facilities and Engineering Week . . . . . . . . October 24 - 30 Respiratory Care Week . . . . . . . . . . . . . . . . . . . . . . . . October 24 - 30 Medical Staff Services Awareness Week . . . . . . . . October 31 - Nov 6 DAYS: Mammography Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . October 15 Lung Health Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . October 27
thinkoba.com Connect with us on:
Source: Society for Healthcare Strategy and Market Development. 2010 Calendar of Health Observances and Recognition Days. For more information, visit www.stratsociety.org.
MHT Vol.8 Issue 5 • 2010 www.MHTmagazine.com
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In-Context Analytics Making data actionable to drive business results
The challenge marketing teams face is not how to measure data, but in how to use that data to drive results. Google Analytics, Omniture SiteCatalyst and Webtrends have set the benchmarks for analytics tools, giving marketers access to unmatched data about their websites. Ninety percent of websites use one of these providers to gather trending metrics such as site traffic, bounce rates, click paths and page views. But this information is not enough to fully understand visitor behavior. Analytics providers only supply data that describes what is happening, not who is performing those actions. Without a clear picture of “who” in the context of “what is happening”, there can be no understanding of the “why.” And without a clear understanding of the “why,” marketers cannot optimize sites to produce the business results they seek.
Making “who, what and why” actionable We built Ektron’s provider model to bring the “who, what and why” together in context of each other and the pages they reflect. Ektron’s web content management (WCM) platform augments data from analytics providers with the information it “learns” about visitors coming to Ektron-powered sites. When that information is combined, it provides marketers with a truly powerful, actionable tool. Information from Ektron (such as campaign ID, originating domain, GeoIP, conversion rates and more) builds personas of site visitors, personas that provide information relevant to what marketers are trying to accomplish. That information can be general (a .COM site visitor from the local area) or specific (a visitor from XYZ city who searched for information about a service line, downloaded an article and searched the forums for information). The Ektron-generated information is fed back to the analytics provider to build out customized reporting that puts the traffic activity in context with who is creating that activity. The reports are displayed within customized reporting widgets in the Ektron WCM, giving marketers a full understanding of site activity, information which can be used as they optimize content and pages.
Democratizing data Freed from its silo, this democratized data gives marketers the context needed to exploit the knowledge gained from analytics and visitor personas. Viewing that information in parallel with the pages associated with the data, marketers are able to react to visitor behavior and optimize the site. Content can be targeted to personas or groups of personas, and multivariate tests can be performed based on knowledge about visitor type and behavior. Comparative studies of content can be made by mashing up persona and analytics data with version histories stored in the web content management platform. Marketers gain unparalleled insight in how visitors have responded to specific page iterations and the effect of those changes.
Optimizing content and user experience In-context analytics plays a key role in delivering optimized content and user experience as part of Ektron’s WCM engine and the Ektron Marketing Optimization Suite. By integrating in-context analytics with integrated content targeting, multivariate and A/B testing, multisite managers and campaign management, marketers have all of the tools in place with one application. To continue building online success, marketers need to know who they are marketing to and how the audience is responding to their site. When the information is siloed, marketing goals will fall short. Ektron breaks down those barriers with our analytics provider model, empowering marketers to make informed decisions that lead to the business results they are looking for. For more information, visit: www.ektron.com/MHT
C o p y r i g h t
2 0 1 0
E k t r o n ,
I n c .
Bill Rogers EKTRON FOUNDER & CEO Rogers has sparked a revolution in the way organizations create and manage web sites. He has led the w a y w i t h i n n o v a t i v e t e c h n o l o g y, pioneering collaborative social networking environments and rich, interactive online experiences. His forward-thinking vision for web s i t e t e c h n o l o g y a l i g n s E k t r o n ’s engineering innovations perfectly with the needs of global businesses.