After finding success in using focus groups to evaluate advertising campaigns, Sheepherd Hospital has applied the consumer research tool to its surgical suite. In September, a focus group consisting of four community members, three former patients and a ventriloquist from a traveling circus provided feedback that led to significant changes in the hospital’s open-heart surgery program.

“We have had a long history of success using focus groups to improve our advertising,” said Sheepherd CEO Jerry Feeble. “They have consistently provided invaluable advice, like how our ads should include more doctors in them, or how the logo should be much, much bigger. Read the full story »

In a growing trend, hospitals and health systems across the country are increasingly pushing the emerging “Russian-nesting-doll” brand strategy. The opposite of a unified brand strategy – in which one name is used across the entire organization – the Russian-nesting-doll approach calls for using as many brand names as humanly possible.

Take the new Tyler T. Tylerton Center for Knuckle Replacement Surgery in Chicago, IL. The “TTT Center,” as system marketing lead Jonathan Sampson J. Johnson calls it, is part of the Mary Ginger Bone and Joint Institute, which is housed in the Western Southside Chicago Medical Center, which is part of the Prairie Meadows Health System, a wholly-owned subsidiary of PMS Health LLC. Read the full story »

Here are the top 10 healthcare marketing stories of 2010, as selected by the award-winning staff at the WeeklyProbe.

• 10. Hospital adopts McDonald’s style dollar menu
  In a nod to the growing prevalence of high-deductible health insurance, Wilhelm Hospital announced a new dollar menu for its healthcare services. “Right now there aren’t many services we can offer for a dollar – maybe band-aid application,” said hospital spokesperson John Cash. “But we need to meet the demands of the cost-conscious consumer. We’re looking into ‘frequent customer’ punch card for joint replacement surgery and new programs such as ‘Emergency Room Tuesdays’ as well,” adds Cash.

Read the full story »

In an effort to ride the mobile “check-in” wave, Porch Hospital and Clinics has been encouraging patients to use FourSquare, FaceBook and other mobile location applications to “check-in” with every clinical appointment. The hospital hopes to encourage loyalty and repeat visits by rewarding return visitors with discounts, incentives to explore other clinical services, and a ranking feature that recognizes frequent visitors. So for example, Ted Hill, a 65-year-old with chronic heart issues who received an angioplasty last year at Porch Hospital, was recently named the “King of Coronary” following a routine check-up last week. Read the full story »

Waynesville Health was shocked at a sudden surge in web traffic and social media mentions after the launch of their latest patient testimonial campaign titled: “That’s What She Said.”

Waynesville Health director of marketing, Garth Sanders, remarked, “We know for a fact that reaching women is critical to the success of almost any healthcare marketing campaign. They wear the pants, so to speak, when it comes to making healthcare decisions. We needed a campaign that not only spoke to women, but was spoken by women. After a month of brainstorming we came up with ‘That’s what she said,’ a campaign that focuses on testimonials from women who’ve experienced the compassionate care of our hospital and clinics.” Read the full story »

At Circle J Medical Center, they are committed disciples of the old marketing axiom, “What’s in it for me?”

“Everyday we ask ourselves, in what new way can we talk about ourselves, call attention to ourselves, shine the spotlight on ourselves?” says senior market director Joseph Kool. “Truly, what is in it for us?”

The latest incarnation of the organization’s marketing strategy is a new ad campaign (see sample ad below) Read the full story »

Palm Hills Hospital recorded amazing results after running their new ad campaign, “Tenderness,” promoting their trauma care service line. (View sample television spot below). Admissions to the ED increased 47% during the campaign, including a 124% spike in auto accident and laceration patients.

“The results were among the best we’ve ever seen,” said Palm Hills marketing director Daphne Landry. “This just goes to prove that tenderness sells.” Read the full story »

“We want patients to know exactly how we can help them.”

With a new CEO and new physicians on staff, the leadership at Grassy Acres Gastrointestinal Center knew it was time to develop an updated corporate identity to help present its new face to the St. Louis market. While they decided to retain the clinic’s name, they wanted a fresh logo. But unlike the name – which was the inspiration of the former CEO’s ex-wife – they wanted a logo that clearly reflected their business. Read the full story »

The Orlando Chamber of Commerce reported a spike in liquor sales this week, with an overall increase of 30% over the previous week. Officials aren’t sure of the reason behind the increase, but do note that the presence of a national healthcare marketing conference in town may be playing a factor.

“The last time they had their conference here, sales were off the charts,” said Anton Chigurh, the chamber’s spokesperson. “The ran out of cranberry juice for all the crantinis.” Read the full story »

A routine business meeting at Evergreen Hospital ended with the vice president of marketing agreeing to perform heart surgery. The move followed a heated discussion on the merits of a marketing tactic suggested by a heart surgeon.

Janet Nolan, MD, a cardiovascular surgeon, was advocating for printing advertising on java jackets (coffee cup wraps) to help address a persistent lag in cardiology consults.

“Everyone drinks coffee, and many will eventually require cardiovascular intervention,” said Dr. Nolan. “And think of all the caffeine-induced arrhythmias we’d be in front of. The strategy is so obvious it makes you question the intelligence of our marketing staff.” Read the full story »