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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

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

ADVANTAGE TO USING ADVANTAGE?

October 31st, 1996 by

Independent Health in Buffalo, N.Y., filed a trademark-infringement suit last month in U.S. District Court to stop Blue Cross and Blue Shield from using the word "Advantage" in advertising its new heath maintenance organization. The… 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

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

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

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

CALMING MEDIA AND PUBLIC CONCERNS DURING SAFETY CRISIS

October 28th, 1996 by

For a PR firm, it’s one thing (a good thing) to be flooded with client calls. It’s quite another (a challenging thing) to be approached by a client desperate to stave off negative publicity about… Continued

MARK THESE DATES

October 28th, 1996 by

Nov. 5-7: Promotion Marketing Ass’n of America, "Basics of Promotion Marketing," Los Angeles, 212/420-1100. Nov. 5-8: Center for Corporate Community Relations, "Program Evaluation," Boston, 617/552-2555. Nov. 6: W. Glen Communications/New Media Forum, "Target Audiences Via… Continued