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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 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 2 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 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 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 3 A HealthLeaders Media publication 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 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 4 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Ad talk For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 5 A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 6 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Ad talk Finally, the newsletter offers a community events calendar, as well as a referral form, both seen here. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 7 A HealthLeaders Media publication 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 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 8 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 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 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 9 A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 10 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 11 A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 12 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Features gallery 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 13 A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 14 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 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 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 15 A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 16 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 17 ADVERTISEMENT For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 18 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 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). For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 19 A HealthLeaders Media publication Branding For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 20 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Branding For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 21 A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 22 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Branding For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 23 A HealthLeaders Media publication Branding For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 24 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 25 A HealthLeaders Media publication Branding For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 26 Healthcare Advertising Review July/August 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. July/August 2006 Healthcare Advertising Review 27 A HealthLeaders Media publication 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. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 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 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©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 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 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 HAR Subscriber Services Coupon Your source code: N0001 q Start my subscription to HAR immediately. 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