• Mind Over Marketing: The Art and Science of Behavioral Change
  (2011)
• An Aggressive Strategy to Revitalize a Community Hospital  
  (2011)
• Building Your Brand with Wellness 
  (2011)
• Acquisitions and Consolidation: Structure, Culture, and Strategy to Make It Work  
  (2011)
• Online Marketing: Strategies for Ranking, ROI, and Results  
  (2011)
• Report from the Future: Marketing Lessons from Massachusetts' Reform Experience  
  (2011)
• Successful Strategies for Online Patient Research and Engagement 
  (2011)
• Why Test Advertising?  
  (2011)
• Using the Voice of the Customer to Inform Marketing Efforts  
  (2011)
• The Pride of Shameless Self-Promotion: Make Them Feel They’d be Doomed Without You  
  (2011)
• 9 Ways to Drive Revenue and Patient Volume  
  (2011)
• The Girl Who Kicked the Hornet’s Nest  
  (2011)
• Marketing Post-Acute Care Services
  (2011)
  
  
• Market Research: What's New and Cool
  (2010)
• AMC Marcom Integration: Is There an App for That?
  (2010)
• Getting to the Aha! Turning Data into Information
  (2010)
• Transforming Health Delivery into an Experience-based Brand
  (2010)
• Guerilla CRM
  (2010)
• Amplifying Strategic Marketing Plans with the Voice of the Customer
  (2010)
• Marketing Accountability-The Realities and Impact on Marketing's Role in Provider Strategic Leadership
  (2010)
• The Five Reasons why Your Hospital Brand Strategy Will Fail
  (2010)
• When to Say "That's Not Right": a Blueprint to Marketing Ethics in Hospital Advertising 
  (2010)
• Emotions Drive Everything
  (2010)
• Healthcare Marketing Research 2.0: How Social Networking Research Applications Can Inform Development of Centers of Excellence
  (2010)
• Avis, Coke & Colonoscopies. Lessons from the Unconscious for Healthcare Marketers
  (2010)
• How to Make Your Marketing Department "Revenue Ready"
  (2010)
• We Care Is Neither a Business Strategy nor a Competitive Message - An Interactive Session on Ways to Improve Hospital Advertising Strategy and Messaging
  (2010)
• Physician Marketing vs. Consumer Marketing: Which Brings More Patients in the Door?
  (2010)
• Beyond THRIVE: Putting the Weight of Integrated Communications Behind Kaiser Permanente's Popular Ad Campaign
  (2010)
  
  
  
• Heads in Beds: A Marketer's Guide to Enhanced Marketing Strategies
  (2009)
• Patients in the Digital Age: Key Tactics for Taking Your Marketing Online
  (2009)
• Positioning Your Organization Today for Health Care in 2020
  (2009)
• Deal or no Deal - What's the Real Price?
  (2009)
• Marketing in Tough Times
  (2009)
• When Growth Stalls: One Hospital's Prescription to Cure Your Ailing Bottom Line
  (2009)
• Building the Referral Development Function as a Strategic Organizational Competency
  (2009)
• Marketing . . . By the Numbers: Insights for Leading-Edge Healthcare Marketing, Communications and Planning
  (2009)
• Not All Patients Are Created Equal – The Importance of Defining Your “Best” Patients
  (2009)
• New Brand Mastery: Integrated Business, Brand and Marketing Strategies to Drive Growth
  (2009)
• Marketing Trends for a Multicultural Society - Safely Harnessing Social Media
  (2009)
• The Stickiness of a Social Media Marketing Campaign
  (2009)
• When Complacency Costs You More than Patients (A ProMedica Physician Group Case Study)
  (2009)
• How To Operationalize Your Brand: From Taglines to Name Tags
  (2009)
  
  
• Marketing Quality: Strategic Implications and Options for Provider Organizations
  (2008)
• Calculating and Communicating the Value of Marketing: Learn how to Talk Like a CFO but Act Like a Marketer
  (2008)
• Healthcare Retail as an Emerging Revenue Stream
  (2008)
• Where Do You Begin When Consumers Have No Clue Who You Really Are?
  (2008)
• Giant Killers: How to Outthink, Outmaneuver and Outmarket the Dominant Hospital in Town
  (2008)
• Real-World Strategies for Healthcare Marketing in the Digital Age
  (2008)
• How to Get Great Work from Your Advertising Agency
  (2008)
• A Fresh Outlook on Marketing to Today's Female Audience
  (2008)
• Employer-directed Initiative Leads to a Healthier Bottom Line
  (2008)
• By the Numbers: Results of a SHSMD Benchmarking Study on Healthcare Marketing, Communications, and Strategic Planning
  (2008)
• Branding Your Hospital From the Inside Out
  (2008)
• Leveraging a New Facility to Transform Your Image and Market Share
  (2008)
• The ED Is Killing our Margin: A Case Study on Developing Profiles to Increase Service Margins 
  (2008)
• Hit Us With Your Best Shot for Marketing Professionals
  (2008)
  
  
• Put Your Money Where It Matters Most: How to Objectively Allocate Your Marketing and Advertising Dollars (T1)
  (2007)
• What Women Want: How to Fill Your OB Beds (T2)
  (2007)
• Sanctimommies, Memes, and the Age of Emotion (T11)
  (2007)
• Brand as Strategy to Drive Innovation and Growth (T12)
  (2007)
• ROI Tracking of New Business Development Advertising: A Case Study from M.D. Anderson (T21)
  (2007)
• Strategies to Reduce ER Overutilization (T22)
  (2007)
• The Velvet Hammer: A Campaign to Compete with Your Own Customers (Physicians) (F1)
  (2007)
• Think and Act Like a Retail Business: Using Research to Prepare for the Battle for Customers (Patients) (F2)
  (2007)
• Hit Us With Your Best Shot for Marketing Professionals (F11)
  (2007)
• The Road to Market Success: Connecting the Dots between Brand Strategy and Clinical Strategy (F12)
  (2007)
• The Fortune 500 Approach to Healthcare Marketing Department Staffing, Planning, and Execution (F21)
  (2007)
• Market Segmentation for the Healthcare Field (F22)
  (2007)
• The Marriage of Search and Transparency: Why You Want to Be at the Wedding (S1)
  (2007)
  
  
• How Much is that Healthcare in the Window--The Impact of Consumer Directed Health Plans and the Advent of Price as a Marketing Strategy for Providers (T1)
  (2006)
• Marketing and HR: A Partnershipfor Success. How Marketing and HR Can and Must Work Together to Successfully Enhance your Brand and Manage the Very Real Staffing Crisis in Healthcare (T2)
  (2006)
• What's Driving Your Brand? Where is it Going? Use a Map and Reach Your Goals (T11)
  (2006)
• Using Traditional Marketing Tools to Track Response and Prove ROI: Best Practices from Tenet Healthcare (T12)
  (2006)
• Web-based Service Line Marketing and Brand Building . . . A Case Study on Developing Ongoing Targeted Relationships (T21)
  (2006)
• Transforming the Marketing Function through Innovative Leadership: How Trinity Health Evolved the Healthcare CRM Market (T22)  
  (2006)
• The DNA of Consumer-Driven Healthcare: Positioning Your Organization for Success (T27)  
  (2006)
• The Successful Innovator--Applying Evidence-based Methodologies to Strategic Business Development (F1)
  (2006)
• Impacting and Promoting Your Hospital's Quality Outcomes (F2)
  (2006)
• Integrating Predictive Demography with Marketing Research for Maximum Impact: Using Strategic Planning to Guide Strategic Marketing (F11)
  (2006)
• Just What the Doctor Ordered . . . An Easy-to-Swallow Pill to Improve Volumes for Your Medical Group (F12)
  (2006)
• Hit Us with Your Best Shot for Marketing Professionals (F21)
  (2006)
• Finding Uncontested Space in a Competitive Cardiac Marketplace (F22)  
  (2006)
• There's More to Toyota Than Just Great Cars: Learning "Lean" From This Industry Giant (F27)   
  (2006)
• Lifestyle Change Programs--New Movers, New Parents, and Newlyweds (S1)
  (2006)

Spectrum Articles

(Some Spectrum articles are posted as complete PDFs. You will need to browse the issue to find the article listed.)

• A User-Friendly Marketing Plan in 1,500 Words
  (Janurary/February 2012)
• Can’t We All Just Get Along?
  (January/February 2012)
  
  
• Taking the Conversation to Your Patients
  (November/December 2011)
• Using Blogs to Build Relationships
  (November/December 2011)
• Using Interactive Tools to Market Efficiency of Care
  (November/December 2011)
• Online Marketing Strategies for Local Impact
  (September/October 2011)
• Shiniest Object Syndrome
  (September/October 2011)
• Keeping It Consistent: Brand Identity, Brand Communication, and the Patient Experience
  (September/October 2011)
• Going from “Block Employee Access” to “C-Suite Tweets”: A Social Media Success Story
  (July/August 2011)
• Transforming Healthcare Delivery into an Experience-based Brand
  (July/August 2011)
• What Health Insurance Exchanges Mean for Strategy and Marketing
  (July/August 2011)
• Building a Marketing Strategy from Community Perception Research: A Hospital Case Study
  (May/June 2011)
• How an Industrial Tool Transformed Mobile Marketing
  (March/April 2011)
• Capturing Healthcare Reform’s New Customers: The Newly Insured
  (January/February 2011)
  
  
• How to Optimize Your Website with Multivariate Testing
  (November/December 2010)
• BOFEPET What’s That? Making Your Organization’s Vision Memorable and Results Driven
  (September/October 2010)
• Marketing Measurement: The Best Defense Is a Good Offense
  (July/August 2010)
• The Patient-centric Website of Yesterday, Today, and Tomorrow
  (July/August 2010)
• The Five Elements of an Effective Patient Testimonial
  (May/June 2010)
• The Community Benefit Story: Are You Giving It the Marketing Attention It Deserves?
  (May/June 2010)
• A Five-Step Strategic Patient Acquisition Process
  (March/April 2010)
• Using Quality Ratings as a Marketing Strategy
  (March/April 2010)
• How Healthy Is Your Hospital’s Brand Identity?
  (January/February 2010)
  
  
• Launching Our Hospital’s Social Networks: An Insider’s Perspective
  (September/October 2009)
• Using Web 2.0 Strategies in Healthcare Marketing
  (July/August 2009)
• Top Docs Lists: Are They Worth the Attention They Get?
  (July/August 2009)
• Marketing in Difficult Times: A Time of Opportunity
  (July/August 2009)
• The Art of the RFP
  (May/June 2009)
• Health Literacy: Ignorance Is Not Bliss
  (March/April 2009)
• Are You Getting Your Money’s Worth from Your Yellow Pages Advertising?
  (January/February 2009)
• Into the Wild: Healthcare Marketing When Times Are Tough
  (January/February 2009)
  
  
• Physician-to-Physician Marketing: The Quickest Channel to Volume Growth
  (November/December 2008)
• Top Ten Tried-and-True Healthcare Marketing Tips
  (September/October 2008)
• Outside the Healthcare Box: What Your Organization Can Learn from Consumer Brands
  (September/October 2008)
• Can Someone from Marketing Please Scrub In?
  (July/August 2008)
• Robust Analytics Level the Field for Tracking New and Old Media
  (May/June 2008)
• Social Marketing: A New Paradigm for Healthcare Marketing and Public Relations
  (March/April 2008)
• Prioritizing Service Lines for Marketing Investment
  (January/February 2008)
• A Customer Service Marketing Strategy That Pays Off
  (January/February 2008)
• If You Don’t Know Where You’re Going, Any Road Will Get You There
  (January/February 2008)
  
  
• Four New Alternative Audiences to Keep an Eye On
  (November/December 2007)
• The 'Digital Dogs': Five Elements That Are Critical to Online Marketing Success
  (November/December 2007)
• The Agency Decision: Build or Buy?
  (September/October 2007)
• Branding From the Inside Out (or, It's What's Inside that Counts)
  (September/October 2007)
• Good Times at Marengo Hospital: A Rural Hospital Comeback Story
  (May/June 2007)
• Closing the Gap Between Hospital Marketing and Finance: A Bridge Too Far?
  (May/June 2007)
• Narrow Your Organization's Focus to Create Competitive Advantage
  (May/June 2007)
• Tracking ROI with Traditional Marketing Tools
  (March/April 2007)
• Make it EXTRAordinary: Putting the 'Extra' into Ordinary Events
  (January/February 2007)
  
  
• Ties That Bind: Connect Emotionally with Boomers and Reap Marketplace Rewards
  (November/December 2006)
• Listening and Learning: Creating a Customer Feedback System Based on the Malcolm Baldrige National Quality Program Criteria
  (September/October 2006)
• Reel People, Reel Docs: Using Testimonials Strategically in Your Marketing Campaign
  (July/August 2006)
• Experience Mapping: Creating Advocates Out of Patients and Physicians
  (July/August 2006)
• Updating Your Brand Through Advanced Technology
  (May/June 2006)
• Targeted Campaigns Yield Selective Membership Programs, Profit
  (March/April 2006)
• Trends in Branding, Positioning and Volume-Building Communications
  (March/April 2006)
• Women at the Wheel in the Age of Consumer-Driven Healthcare 
  (January/February 2006)
• The iPod Mindset: How to Think like and Innovator
  (January/February 2006)

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