Turning media gatekeepers into advocates

Article Abstract:

The Calhoun County Medical Society (CCMS) in Alabama developed a three-pronged medical marketing program to improve its public image. The center's new community health programs had been virtually ignored by the press, and negative comparisons had been made between Calhoun and other hospitals. CCMS' executive committee decided to conduct face-to-face interviews with the media, to develop a community education program, and to spread community interest for CCMS though doctor participation.

Case studies, Hospitals, Calhoun County, Alabama

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Who needs a needs assessment? You do!

Article Abstract:

Community healthcare needs assessments are critical marketing tools. They can help healthcare organizations fulfill their missions, understand the populations they serve, and formulate demand management strategies. Needs assessments can cost $100,000, on average, but their benefits include increased respect from community members, the availability of data for strategic planning, and help in tracking community health status over time.

Medical care needs assessment

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Can prevention be marketed profitably?

Article Abstract:

Prevention will play an increasingly important role in healthcare in the age of capitation, but marketing it profitably will be difficult. The Savings-to-cost ratio varies widely between preventive procedures and is sometimes difficult to gauge. It is low for screening and behavioral programs, high for immunizations, and questionable for prenatal care and corporate wellness programs.

Economic aspects, Preventive medicine, Medicine, Preventive

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