Download A simple advertising approach proves successful for Marietta

The latest trends in healthcare advertising
July/August 2006
Ad talk
Vol. 22 No. 4
A simple advertising approach proves
successful for Marietta Memorial Hospital
FEATURES
Ad talk
1, 3–7
n Marietta
Memorial
Hospital uses a simple
approach to advertising
Market notes
2, 29–31
Features gallery
n Children’s
8-13
Memorial
Hospital of Chicago
launched integrated
campaign
Campaign
spotlight
n Mount
14–17
Sinai Hospital in
New York launched
aggressive print campaign
Index to this issue
31
Campaign entry form 32
DEPARTMENTS
Branding
n New
19–26
Milford Hospital
brands hospital with
heavy print ads and
brochure collateral
Regional
advertising
n A.L.
27–28
Lee Memorial
Hospital promotes its
diagnostic digital testing
abilities and expert staff
to rural public
A HealthLeaders
Media publication
The hospital does not have a huge advertising
budget. It doesn’t retain a fancy ad firm from New
York. And it doesn’t focus its advertising plan
around an integrated marketing approach. So how
does Marietta Memorial Hospital, a 199-bed notfor-profit facility located in Marietta, OH, retain
customers and build a strong reputation in the
community? Through a three year-old quarterly,
full-color newsletter called The Community Health
Line. The tagline reads: “Marietta Memorial
Hospital Health Bulletin: Community. Health.
Excellence. Life.”
From a marketer’s perspective, a simple 16page quarterly newsletter might not seem like
advertising collateral that would garner impressive
results—enough to compete successfully with
other area hospitals for patients. Nor is it a common branding technique. But it seems to be working, so why fix what isn’t broken?
“The goal of our newsletter fits well with
our hospital’s mission: To educate our community
on health prevention and services,” says Jennifer
Offenberger, director of marketing and public
relations. “As an added bonus, it’s an ongoing
reminder of what’s new at Marietta Memorial
Hospital. Research shows our community loves it.”
The newsletter covers everything from hospital
happenings—including plans for a new ER center
or the latest technological implementations (e.g.,
the addition of wireless bedside registration, and a
16-line monitoring station that measures cardiac
rhythm, pulse, and blood pressure for 16 patients
at one time)—to interviews with physicians and
other hospital staff. It also discusses current
community-related health news and offers a
special events section and calendar.
The newsletter offers readers an intimate
look into the facility, something traditional
advertising sometimes lacks. Patients and potential customers learn about the doctors through
interviews and Q&As. Readers learn about
specialty care facilities, about health risks, and
about how Marietta Memorial offers new,
state-of-the-art expert care.
continued on p. 3
A HealthLeaders Media publication
›› Market notes
Susan G. Komen Breast Cancer Foundation
kicks off ‘Passionately Pink for the Cure’
Coinciding with National Breast Cancer Awareness
Month, the Susan G. Komen Breast Cancer Foundation is
asking businesses, schools, religious and social organizations,
and individuals across the country to go “Passionately Pink
for the Cure” this October.
Although it has become symbolic of breast cancer awareness, the color pink also represents the promise between two
sisters to find a cure for breast cancer, a promise that led to
the formation of the Komen Foundation.
The Komen Foundation’s new, year-round fundraising
and education program is inspired by the passion and
creativity of its supporters. The program kicks off
October 1, when participants are asked to pick any day
in October and make a $5 or more personal contribution
to the Komen Foundation and wear a pink outfit as a
way of sharing the promise for the cure. Outfits can
consist of simple shirts or ties, sunglasses, hats, or other
accessories, or full ensembles.
The mission of the program is to encourage everyone to
make this Passionately Pink for the Cure day fun and meaningful, with breast cancer education and other activities, while
helping the Komen Foundation raise funds for breast cancer
research, education, screening, and treatment programs.
Companies, schools, organizations, social groups, and
individuals can register by visiting www.komen.org. Groups of
five or more will receive a free participation kit with ideas to
help plan and encourage participant support, pink Komen
“Share the Promise” wristbands for participants, and educational materials about breast cancer.
Cord-blood banks shift marketing tactics
The market for cord-blood banks, which freeze blood
from a baby’s placenta and umbilical cord to save for use in
case the child gets ill later in life, has the potential to reach
$1 billion as the population becomes more educated about
the process, according to an Advertising Age report.
The cells can be used to help fight diseases such as
leukemia, brain tumors, and lymphoma.
Providers spent $4.2 million on direct-to-consumer ads
for the service last year—targeting expectant moms with
adorable pictures of healthy-looking children. That’s a change
in tactic: previously the service was marketed to healthcare
professionals who care for pregnant women.
Wanted: Clear healthcare information
A new award plans to honor healthcare organizations that
clearly communicate information to consumers. Art Plus
Technology, a Boston-based firm that specializes in designing
and implementing healthcare communications systems,
announced the Insight Awards for Customer Advocacy on
May 25. “Just about everyone agrees that the healthcare industry needs to improve the communications that are provided to
consumers,” Elizabeth Gooding, CEO of the technology firm,
said in a press release. “Study after study reports that
Americans rank their healthcare communications as the most
confusing documents they receive. And with the consumerdirected plans gaining momentum, things could get even more
complicated and confusing. But we also see some organizations
making serious efforts to improve this situation.” More information can be found online at www.artplustechnology.com.
Pennsylvania launches ‘Check It’ antitobacco
ad campaign
A new statewide advertising campaign is reminding
Pennsylvanians that they will be asked for identification if
they want to buy tobacco products and appear to be younger
than 27. The Pennsylvania Department of Health’s “Check
It” campaign, launched in June 2006, wants minors to “expect
to be carded.” It also asks adults to assume responsibility for
helping to keep tobacco out of the hands of youths.
While teens are being asked for identification more frequently—compliance is at an all-time high of 93% in
Pennsylvania—many young customers are still not being
carded at places such as convenience stores. Almost 90% of
adults who smoke started as teens, underscoring the importance of keeping tobacco out of the hands of this age group.
As part of the campaign, the state produced a 30-second
television ad, “Wild rabbits,” and a 60-second radio ad, “Let
me see your ID.” Both spots convey the message that young
adults should expect to be asked for identification, and
underage customers who try to buy tobacco may be embarrassed if they are carded. Two additional ads are targeted to
continued on p. 29
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Ad talk
continued from p. 1
Another benefit to this method is
that consumers can read the newsletter
on their own time, when they choose,
rather than receiving the information
via traditional advertising media (e.g.,
TV spots, radio ads, and aggressive
print placement). Additionally, the
newsletter offers the customers a
chance to communicate back to the
hospital, by offering surveys and a tollfree hotline number that they can call
to make suggestions.
“Our hospital has implemented
numerous suggestions made by our customers, so when they come here, they
feel more at home,” Offenberger says.
“Listening to our clients is something
our hospital takes very seriously, considering that no one wants to be in the hospital. We want to make it feel like home.”
The newsletter is edited in-house
by Offenberger and is produced in tandem with a local marketing agency,
Offenberger & White, which handles
design and production. (Jennifer
Offenberger is no relation to the owner
of the agency.)
Offenberger adds that the newsletter
helps drive the hospital’s second most
successful marketing tool: word of
mouth.
“Our mailing list keeps growing.
We’ve had people call and request to be
added because they heard about it from
a trusted friend, neighbor, or family
member. For us, the production of the
newsletter has been invaluable,” says
Offenberger. “The greatest asset from
producing this newsletter is the number of referrals we’ve received. Wordof-mouth marketing is free and tends
to attract loyal consumers.”
The newsletter is circulated to private physician offices around southern
Ohio, as well as thousands of residences. Since the implementation of
the newsletter strategy, referral rates
have skyrocketed.
The hospital does produce other
advertising collateral, including print
ads in local newspapers and magazines,
but Offenberger attributes the increase
in awareness of the hospital to the
newsletter and says that the hospital
has plans to develop it into a more
in-depth marketing tool in the years
to come. No word yet on when that
will happen, but for now, Offenberger
has no plans to slow down on The
Community Health Line. “There’s no
doubt that this newsletter is our
strongest marketing asset,” she says. H
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Ad talk
Marietta Memorial Hospital
Institution: Marietta Memorial Hospital
Marietta, OH
Beds: 199
Contact: Jennifer Offenberger,
director of marketing and public relations
[email protected]
Agency: Offenberger & White
Agency contact: Tammy Wynn
Objective: The primary objective of The Community Health Line newsletter is to
educate the community about disease, health services, and treatment
options to positively impact their health. The second goal is to
strengthen Marietta’s reputation, build relationships, and position
the hospital as a reliable source for health information.
Target: Adults, male and female,
over 12,000 homes and businesses on mailing list
Media: Newsletter, print, direct mail
Web site: www.mmhospital.org
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Ad talk
The newsletter’s editorial content gives customers better
insight into the hospital. On this page, a story about the
hospital’s latest renovation and new technology promotes
the facility’s dedication to customer service. Additionally,
announcing the project reinforces the hospital’s strong
ties to the community.
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Ad talk
Finally, the newsletter offers
a community events calendar,
as well as a referral form,
both seen here.
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Features gallery
National Award
Children’s Memorial Hospital in Chicago launches
integrated ad campaign
As Chicago’s premiere pediatric care
facility, with over 1,100 pediatric specialists focusing on 70 specialties and
270 beds, Children’s Memorial Hospital
has a lot to talk about. This spring, the
hospital launched an integrated advertising effort to promote the expert physician care, award-winning nursing staff,
and state-of-the-art technology that are
offered at Children’s Memorial. The
campaign features real-life testimonials
from patients who have benefited from
treatment at the hospital, as well as stories told by family members. The campaign consists of TV spots, radio ads,
and print collateral.
Targeting female consumers and
caregivers, as well as referring physicians and donors, the campaign
launched in April 2006 and continues
to run in the regional market.
Additionally, the campaign aims to
bring greater public awareness of the
hospital’s intention to build a new,
advanced pediatric center next year.
The goal of the campaign is to
increase public awareness of our many
locations in the Chicago area and to
keep the caregivers of Chicago aware
that we are the most advanced hospital
in terms of cures, treatments, and technologies performed by the best minds
in pediatric medicine and research, says
Children’s Memorial President and
CEO, Patrick M. Magoon.
The two 30-secondTV spots are
currently running on local network affili-
ates in the Chicago metro area, and both
feature the stories of real patients who
were successfully treated at Children’s.
The first TV spot features Nick, a
baby who was born prematurely and
was sent to the Children’s Memorial
Neonatal Intensive Care Unit, where
he was treated and survived. The ad
catches up with Nick on his fifth
birthday, where he is seen celebrating
with the doctors and nurses who
helped save his life. The second TV
spot features a little girl who is diagnosed and treated for a rare brain
tumor at Children’s Memorial. Her
doctor suggests a new treatment that
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Features gallery
eventually saves her life. The ad notes
that 70% of children diagnosed with
brain tumors in the Chicago area are
treated at Children’s Memorial.
The print ads highlight the hospital’s
teaching program, as well as the facility’s
many locations and award-winning nursing staff. The four print ads are seen in
newspapers (e.g., the Chicago Sun-Times
and the Chicago Tribune). The ads are also
seen in local magazines and other marketing collateral for the hospital (e.g.,
direct mail pieces and brochures).
Two radio ads are currently running
on local stations. Both spots are stories
told by family members of children who
have experienced Children’s Memorial.
The spots promote the hospital’s
advanced technology, which enables
doctors to perform lifesaving operations
via satellite, assisting less experienced
physicians in other locations. The spots
also remind caregivers in Chicago about
the multiple locations of Children’s
Memorial.
Margo DuPuis, marketing and pub-
lic relations director for Children’s
Memorial, said that it is too soon to
track results from the campaign but that
so far, feedback from the community
has been excellent.
“This campaign is really about educating the public about Children’s
Memorial and letting them know that
we save lives. It is important to us to
integrate all the great qualities of
Children’s Memorial hospital, rather
than focusing on just one. Our children
deserve the best.” H
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Features gallery
Children’s Memorial Hospital
Institution: Children’s Memorial Hospital
Chicago, IL
Beds: 270
Contact: Julie Pesche
[email protected]
Agency: N/A
Objective: The objective of the advertising campaign is to position Children’s Memorial
as the premiere pediatric medical facility
in the greater Chicago area. The ads also
hope to generate buzz around the hospital’s intensive neonatal care unit and its
expert surgical center.
Target: Adults, male and female; over 12,000
homes and businesses on mailing list.
Media: Television, print, radio
Web site: www.childrensmemorial.org
On this page are examples of
two print ads for Children’s
Memorial. The second one touts
the excellent nursing staff at
the hospital and promotes its
recent prestigious Award for
Excellence in Nursing.
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Features gallery
Radio spots seen on this page are currently running
throughout the Chicago metro region. These two 30second spots feature families of children who have
shared common experiences at Children’s Memorial.
The first one features fathers of children who have
gone through illness. The second spot features siblings
of children who were treated at the facility.
30-second radio spot
DAD #1: Ten years ago, my son Antonio was born with a
rare heart defect. Our hospital didn’t have a pediatric cardiac
care unit. The closest was 50 miles away at Children’s
Memorial in Chicago.
DAD # 2: But luckily for our daughter Megan, we were at
30-second radio spot
a regional hospital linked by a telemedicine connection to
Children’s Memorial. Within minutes, the pediatric cardiologist performed a real-time cardiac . . .
LITTLE BOY: My little sister Lisa was really sick. She couldn’t
eat. So the doctors sent her to Children’s Memorial Hospital. They
DAD # 3: . . . ultrasound on my boy Rashawn, using this
took a picture of the insides of her whole body, it was really fast…
internationally accepted technology pioneered by Children’s
Memorial. His doctor and the cardiologist viewed the results
LITTLE GIRL: And this high-tech visual imaging showed
simultaneously, so even though we were in Arlington Heights…
a small tumor inside my brother Kevin. My parents couldn’t
believe it, he was just ten…luckily, he was at Children’s
Dad # 4: My daughter Jessica had the expertise of pediatric
Memorial—it’s the best kids’ hospital in Illinois, with the
specialists in Chicago giving a real-time diagnosis. If the
newest technology that . . .
hospital where she was born didn’t have a telemedicine
connection to Children’s Memorial, she wouldn’t have been
LITTLE BOY: . . . can pinpoint the kind of injury my sister
diagnosed in time.
Louisa had. And since it’s on a computer screen instead of
ANNOUNCER: New technology, new cures, new hope for the
away, which is better for diagnosis.
on film, the team of doctors could see the images right
future. Just what you would expect from Illinois’ number one
pediatric hospital.
GIRL: That was important, because my baby brother Derek
was born early and with a heart problem. If Children’s
DAD # 1: Antonio is now 10 years old—he loves baseball.
Memorial didn’t have the technology, it would have taken
Coach says he plays with a lot of heart.
days to find out—and he didn’t have days to spare.
Announcer: Children’s Memorial Hospital of Chicago. Where
ANNOUNCER: New technology, new cures, new hope for the
kids come first.
future. Just what you would expect from Illinois’ number one
pediatric hospital.
BOY: My little sister came home yesterday. The tumor was
gone!
ANNOUNCER: Children’s Memorial Hospital of Chicago.
Where kids come first.
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Features gallery
30-second television spot
“Five Candles”
PHYSICIAN: Nick’s condition was quickly worsening, so they sent him to us. He was born a month premature before his lungs
were ready. But Nick wasn’t giving up—how could we? We used a combination of treatments developed over a decade of
pioneering research. On the day of his birth, Nick could barely take a breath, which is why, five birthdays later…we have so much
to celebrate.
ANNOUNCER: Children’s Memorial Hospital. Where kids come first.
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30-second television spot
“One Day”
LITTLE GIRL: One day I went to Children’s Memorial Hospital. I had a brain tumor—it kept coming back. My doctor wanted to
try something new, inter-beam. He said it would get rid of the tumor without hurting the rest of me. That was one day in my life.
Since then, I’ve had 1,427 more.
ANNOUNCER: Children’s Memorial Hospital. Where kids come first.
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Founded in 1852, the Mount Sinai Hospital, located in Manhattan, is one of
the nation’s oldest and largest teaching hospitals. Mount Sinai is internationally
known for its excellence in clinical care, education, and every aspect of medicine.
This message is clearly and concisely demonstrated in its current print ad campaign, which recently was awarded the top spot in consumer medical marketing
at the Global Awards. The campaign touts Mount Sinai’s committment to expert
care in many areas, from spinal surgery to cancer. The Global Awards honor
the best in worldwide healthcare communications. The coveted award sets
the creative standard for healthcare marketing around the globe. Mount Sinai’s
campaign, produced by New York ad agency Divido/Verde, is print-heavy and
can be seen in top-tier publications (e.g., The New York Times Magazine
and The New Yorker). The campaign launched in September 2005 and is
slated to run through 2006. The print ads are featured on the following pages.
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Mount Sinai Hospital
Institution: Mount Sinai Hospital
New York, NY
Beds: 1,171
Contact: Jeremy Sewell
[email protected]
Agency: Devito/Verde
New York, NY
212/431-4694
Agency contact: David Mattison
Objective: The goal of this campaign is to highlight the multiple
specialty services that Mount Sinai delivers to the general
public. The campaign hopes to increase consumer awareness
of the hospital and position the facility as a high-end, top-tier
hospital.
Dates: September 2005–May 2006
Web site: www.mountsinai.org
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On this page are three more of the
award-winning print ads by Mount
Sinai Hospital. The ads offer personal
testimonies by actual patients of the
hospital who have been successfully
treated for various ailments.
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ADVERTISEMENT
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Branding
New Milford Hospital
Institution: New Milford Hospital
New Milford, CT
Beds: 85
Contact: Dorothy Christman
[email protected]
Agency: N/A
Objective: To promote the many areas of expertise at the
facility and brand the hospital as a world-class,
top-tier facility, with a focus on its birthing center
Target: Adults, male and female
Media: Print, outdoor, brochure, direct mail
Web site: www.newmilfordhospital.org
New Milford Hospital, located in New Milford,
CT, is part of the regional healthcare provider
New York-Presbyterian Healthcare System.
The nonprofit, 85-bed hospital touts its family
birthing center and emergency room experts,
among other specialty services. The facility
launched a branding effort to promote the
hospital’s overall image and expertise in many
areas. On the following pages are the print
ads seen in regional newspapers and magazines. The hospital also produces collateral
and direct mail and brochures to promote
specific quality care (e.g., its award-winning
birthing center and emergency room care).
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Branding
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Branding
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Branding
Here are three print ads, all
promoting different treatment
specialties at the hospital. The
print ads are also used within
the walls of the hospital as an
internal communications
effort.
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Branding
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Branding
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Branding
This brochure tells expectant mothers what to anticipate in terms of expert care at New Milford
Hospital when it comes time to deliver their bundles
of joy. The brochures are offered internally and at
local physicians’ offices in hopes of getting referrals.
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Branding
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Regional advertising
A.L. Lee Memorial Hospital is a 67-bed regional hospital located in Fulton, NY.
The not-for-profit facility boasts 60 medical/surgical beds and seven intensive
care beds. The hospital provides a full range of the latest technologically advanced
services, inpatient and outpatient testing, and surgical services. Because Lee is
a small, rural facility, the marketing department decided that producing local television ads was the best way to reach the largest audience. The two 30-second TV
spots promote the hospital’s advanced diagnostic imaging service and their worldclass staff. The first TV spot is seen below. Both ads tout the tagline:
It’s your health. You should know.
30-second television spot
ANNOUNCER:
At A.L. Lee Memorial Hospital in Fulton, our world-class digital technology with computer-aided diagnostics allows us to see every
part of the human body in incredible 3-D images. We can detect disease and injuries earlier and provide valuable information that
allows your doctor to prescribe treatment and monitor results. Exceptional medical care is all right here for your convenience. Ask
your physician about using A.L. Lee Memorial Hospital’s advanced diagnostic imaging services. It’s your health. You should know.
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Regional advertising
A.L. Lee Memorial Hospital
Institution: A.L. Lee Memorial Hospital
Fulton, NY
Beds: 67
Contact: N/A, 315/591-9400
Agency: The Keegan Group
Objective: To promote the hospital’s latest technology in digital
diagnostic testing, as well as the facility’s expert staff
Target: Adults, male and female
Media: Television
Web site: www.allee.org
30-second television spot
ANNOUNCER:
At A.L. Lee Memorial Hospital, healthcare begins with personal attention. Taking the time to learn about you, gaining insight into
your medical history, making decisions that effectively address your problem, applying world-class staff and technology to better
treat your illness. At Lee Memorial, it starts with our physician. From our staff of board-certified, primary care physicians to our
team of binary specialists, it all focuses on providing exceptional healthcare, right here in Fulton. It’s your health. You should know.
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28
Healthcare Advertising Review
July/August 2006
©2006 HCPro, Inc.
A HealthLeaders Media publication
›› Market notes
continued from p. 2
adults. These include a 30-second television ad and a 60second radio ad. These ads explain that adults are responsible
for keeping tobacco away from youths. The spots encourage
clerks, in a lighthearted way, to check IDs. H
Levitra, Viagra launch new ad campaigns
After racy advertisements introducing Levitra and Viagra
raised public outrage, the drugs have new campaigns that
forego the provocative in favor of depicting erectile dysfunction as a medical condition, rather than a lifestyle concern. In
2005, revenues for both drugs fell short of expectations and
growth was slow. Ad spending was reduced while the makers
revised their messages. Total spending on advertising for erectile
dysfunction ads fell 41% last year to $241 million, according
to statistics from TNS Media Intelligence. Regulators asked
Pfizer to stop running its Viagra campaign in late 2004
because it violated regulations, and Levitra television ads ended
in May 2005 so the approach could be retooled. Viagra’s new
advertisement leads with a frisky couple and then features a
doctor explaining the drug’s risks and benefits. Levitra’s commercials have been running since March and focus on how diabetes and high blood pressure can lead to erectile dysfunction.
Thomas Jefferson University Hospital wins
Healthcare Advertising Awards
Thomas Jefferson University Hospital [in Philadelphia]
took home three awards at the Healthcare Advertising
Awards held recently in Atlanta. In the academic medical center category, Thomas Jefferson University Hospital won the
Gold Award for its Radio/Advertising series, which, by presenting true patient stories told by the patients themselves,
highlighted the hospital’s cancer, neurosurgery, and orthopedic offerings. In the Television Advertising/Series, the hospital won the Silver Award for the visual patient stories, which
highlighted prostate cancer, orthopedic surgery, colon cancer,
and breast cancer treatments and services.
Thomas Jefferson University Hospital also took home
the Best of Show Award for the two series. Judges for the
Healthcare Advertising Awards consisted of a national panel
of healthcare marketers, advertising creative directors, advertising professionals, healthcare consultants, marketing professionals, and the editorial board of Healthcare Marketing Report.
National Health Partners announces successful
launch of its Hispanic advertising campaign
National Health Partners, Inc., a leading provider of
unique discount healthcare membership programs,
announced last month that it successfully launched its
national Hispanic advertising campaign on Thursday, June 1.
The ads currently airing are television commercials featuring
international entertainer Lucia Mendez on Univision, the
largest Hispanic television network in the United States. The
ads will expand the Hispanic advertising campaign nationally
to include major metropolitan cities (e.g., Miami, Chicago,
Los Angeles, and New York) and will be airing on top-rated
Hispanic television shows (e.g., Sabado Gigante, Don Francisco,
and Cristina). The television commercials will be part of a
fully integrated advertising campaign that will include such
other media as radio and print ads. To handle customer service, the campaign will be utilizing one of the largest call centers in the United States with more than 300 bilingual sales
representatives working each eight-hour shift to handle the
overflow of calls that is anticipated as the commercials air
on top-rated Hispanic shows. As of last month, the campaign received a very positive response, but it is still too early
to track results. The effort is expected to provide a real competitive advantage to NHPR, which hopes to negotiate deals
with additional marketing and distribution partners in the
future. The commercial that the company is currently airing
on Univision is available for viewing on the company’s Web
site at www.nationalhealthpartners.com.
PhRMA launches new campaign to improve
heart disease and stroke awareness
To help Americans in the fight against heart disease and
stroke, the Pharmaceutical Research and Manufacturers of
America (PhRMA) last month launched a new multimedia
national health education campaign. PhRMA’s new public
service campaign will stress the importance of Americans
consulting with their healthcare providers, as well as visiting
helpful Web sites where they can find information on preventing and treating heart disease and strokes. In addition, they can
find information on the latest advances in the treatment of
coronary disease. The new campaign, supported by national
continued on p. 30
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©2006 HCPro, Inc
July/August 2006
Healthcare Advertising Review
29
A HealthLeaders Media publication
›› Market notes
continued from p. 29
newspaper and television ads, in addition to new Web-based
materials and radio segments, will provide vital information
in central, easy-to-find locations. According to the
American Heart Association, heart disease has topped the
list of killer diseases in America every year since 1918.
Today, more than 70 million Americans suffer from one
or more types of cardiovascular disease, with an annual cost
of nearly $400 billion. Available heart disease and stroke
treatments have helped reduce the death rate from these
conditions by half over the last 30 years. According to the
National Heart, Lung and Blood Institute, as many as
815,000 more Americans would die from heart disease and
250,000 more would die from strokes every year without
these medicines. There are more than 146 new medicines
in the pipeline that can treat or prevent dangerous cardiovascular conditions and stroke.
eDiet’s survey reveals friends sabotage dieting
eDiets.com, Inc., leveraging the Internet and technology
to bring diet, fitness, and healthy lifestyle solutions to market,
announced on June 8, 2006, the results of its recent survey,
which examined the relationship between one’s ability to
adhere to a diet when among friends. The survey found that
when it comes to dieting, peer pressure can apparently be an
adverse factor, with more than half of survey respondents
(51%) indicating their friends purposely sabotage their diets.
Other findings were equally ominous, with over two-thirds
(67%) of respondents indicating they believe their friends
would like them to “stay overweight.” Although an overwhelming majority of those polled (89%) say they have not
tried to sabotage a friend’s diet themselves, nearly half (47%)
surprisingly admit to “feeling better” when their friends are
overweight. Eating and drinking are central components to
Americans’ way of life. Nearly three-quarters (72%) of
respondents say the majority of their time spent socializing is
“centered around food and drink.” Four out of ten (43%)
feel their friends are more interested in spending time with
them when they are willing to partake in eating less healthy
foods. Sadly, a staggering 95% of those polled acknowledge
that their friends offer them “off program” food and drink
even when they know they’re on a diet, and 88% admitted to
accepting these offers at least sometimes. In light of these
findings, it’s no surprise that nearly two-thirds (62%) of
respondents admitted it is easier to stick to a weight loss regimen if they do not tell friends they are dieting. Studies show
that dieters prefer, and fare better with, a support group of
like-minded strangers. This underscores the importance of
eDiets.com’s online community, which fosters a sense of comfort and camaraderie—both critical components for successful
weight loss. This eDiets.com survey was conducted via the
Internet and polled a sampling of 1,226 health-conscious
consumers.
Peace of mind for college parents
College parents, set your minds at rest. Emergency
Contact Network, Inc. (ECN), has students in its sights
when they are away at college, allowing parents to stay
informed and in touch with their children during emergencies. ECN functions simply and efficiently, but it provides a
life-changing service. When students register, for an annual
membership of only $39.95 for individuals, they are provided with ECN identity cards, which are carried, just like a
license, at all times. In case of an emergency, medical professionals or first responders can simply call the 800 number on
the card. They will then be connected to ECN's 24-hour call
center, which immediately notifies the student’s parents about
the details of the emergency situation. Just this single phone
call can often prevent parents, families, and friends from
enduring hours and days of “not knowing.” Apart from this
instant notification service, ECN also provides emergency
directions to the nearest medical facility, critical personal
health information to qualified medical personnel, and anytime/anywhere personal emergency assistance from trained
personnel. In the case of a natural disaster, ECN’s call center
also serves as a one-point contact for affected customers.
Healthy Interactions announces collaboration
with American Diabetes Association
Even though there have been many important innovations
in insulin, oral medications, delivery devices, and glucose
monitor meters over the last decade, we have witnessed a
decline in health outcomes among people with diabetes.
The percentage of people with diabetes in control
(maintaining their A1C below 7) decreased from 45% to
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30
Healthcare Advertising Review
July/August 2006
©2006 HCPro, Inc.
A HealthLeaders Media publication
›› Market notes
36% between 1993 and 2003; [Koro CE et al, Diabetes Care
2004; page 27. Introducing Diabetes Conversation Maps (TM)].
To improve and transform how diabetes educators and
physicians engage patients in sustainable behavior change,
Healthy Interactions is collaborating with the American
Diabetes Association to develop diabetes-related content that
will serve as a teaching and training tool for diabetes education programs.
The tool, called Conversation Maps, will be available for
license and distribution to 2,800+ certified diabetes education centers and to healthcare professionals across America in
the fourth quarter of 2006.
Conversation Maps apply visual learning techniques and
dialogue-based discovery to shape the way in which patients
understand, internalize, and personalize health-related information.
Conversation Maps integrate the clinical, psychosocial, and
behavioral aspects of diabetes so that healthcare professionals
can provide patient-centered education in a group setting.
Eating your vegetables just got easier
Millions of overweight Americans don’t make the time to
get the right nutrients to sustain a healthy lifestyle and eat
well-balanced meals. Now they are out of excuses.
Think Products (www.thinkproducts.com) has introduced the
Think Green superfood nutrition bars, which contain over
3,000 milligrams of phytonutrients, including foods busy
people are often resistant to take the time to prepare at home
or allow to perish in the refrigerator before using them.
Think Green bars, which come in Chocolate Chip
and Cranberry Apple, contain naturally occurring vitamins,
minerals, and enzymes found in alfalfa, barley, wheat grass,
spinach, broccoli, green tea, parsley, brown rice germ, carrot
powder, almonds, cashews, walnuts, cranberries, and more.
Each 50-gram bar has only 180 calories, with limited
sugar and sodium, and is free of cholesterol and trans fats.
Think Green bars have suggested retail prices of
$1.69–$2.19 and are available nationally at Whole Foods,
Wild Oats, and leading independent natural-food stores. H
Index
Sources
A.L. Lee Memorial Hospital. . . . . . . . . . . . . . . . . . . . . . . . . 27
Children’s Memorial Hospital . . . . . . . . . . . . . . . . . . . . . . . . 8
Devito/Verde . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
The Keegan Group . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
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