Archive: October 1996

HEALTHCARE POLICY COMMUNICATIONS AN UPHILL BATTLE

October 31st, 1996 by

With all of the recent media coverage on health maintenance organizations (HMOs), healthcare PR executives are now bearing the brunt of communicating ongoing, controversial issues such as their company policies on denial-of-care, physician gag-rules and… Continued

BRIGHTEN YOUR MARKETING PLAN WITH EFFECTIVE USE OF COLOR

October 31st, 1996 by

Think of some of the greatest healthcare branding campaigns and how they use color to accentuate their attributes: the American Red Cross and its trademark vivid red cross; Blue Cross/Blue Sheild’s traditional stately blue shield… Continued

60 MINUTES REPORT ON COLUMBIA TO ARRIVE IN LESS THAN 60 DAYS

October 31st, 1996 by

A long-delayed "60 Minutes" report on Columbia/HCA Healthcare Corp. likely will air in the next few weeks, but it isn’t the only journalistic probe of the healthcare giant in the works. The New York Times… Continued

HALF UNINSURED PEOPLE DO NOT RECEIVE THE CARE THEY NEED

October 31st, 1996 by

Patient advocacy marketers may want to listen up — contrary to conventional wisdom that most Americans without health insurance ultimately receive the care they need, more than half of uninsured adults said they experienced problems… Continued

BABY BOOMERS AND SENIORS SEE EYE TO EYE

October 31st, 1996 by

Baby boomers and senior citizens have a few things in common when it comes to healthcare issues, according to a survey by the Center for Mature Consumer Studies in Atlanta. The center conducted a consumption… Continued

AVOIDING THE PERILS OF COMPARATIVE ADVERTISING

October 31st, 1996 by

Today, it is not just headache remedies and beverage companies that engage in comparative advertising. Many companies in the healthcare industry, including hospitals, HMOs and health insurers, engage in such print and media ad campaigns.… Continued

TIPS ON PURCHASING THE RIGHT LETTERHEAD

October 31st, 1996 by

"Sometimes your letterhead is the first thing people see so it needs to be great," said John Sneider, production-creative manager at Dorland, Sweeney & Jones, a Philadelphia-based healthcare advertising agency. "It is definately part of… Continued

TENNESSEE HOSPITAL USES LETTERHEAD AS MINI-BILLBOARD

October 31st, 1996 by

One component of a communications strategy that is sometimes overlooked by many companies is the organization letterhead. Bradley Memorial Hospital gives its letterhead top billing. The hospital, located outside of Chattanooga, Tenn., treats its letterhead… Continued

HOSPITALS SEIZE UPON THE MARKET IN ELDER CARE

October 31st, 1996 by

One hospital has seen the growth in "elder care" and changed its strategic brand planning accordingly. For example, the Children’s Hospital in Baltimore, Md., – which began as a home for children with polio and… Continued

AD CAMPAIGN TAKES A SWIPE AT GOVERNMENT CARE

October 31st, 1996 by

An HMO that operates in the Inland Empire in California is in hot water for launching an advertising campaign that state health officials believe is inaccurate and negative. Long Beach-based Molina Medical Centers had been… Continued