Holiday Mishaps are Focus of this Humorous Hospital TV Spot

Does healthcare advertising always have to be so darn serious?  Lexington Medical Center's Christmas season advertising employs a humorous twist to show they're at-the-ready for real life Clark Griswolds.

SHSMD Healthcare Advisory and Webcast to Focus on Trust and Transparency in Healthcare Marketing Communications

Mark your calendars.  On November 30, the Society for Healthcare Strategy and Market Development (SHSMD) will release an all-new, downloadable advisory entitled Principles and Practices for Marketing Communications in Hospitals and Health Systems. Then, on December 8 at 1 pm eastern, SHSMD Board and Healthcare Advertising Task Force members Carol Koenecke-Grant (Guthrie Healthcare System) and Larry Margolis  (SPM Marketing and Communications) will present a 75-minute SHSMD U webcast on the principles and practices outlined in the advisory.  Topics to be covered include:

• A marketing communications checklist
• Instituting a formal review process
• Awards, ratings, and accreditations
• Conveying price information
• Use of endorsements and testimonials
• Use of physicians in marketing communications
• Social media
• Pay to play: Blogger advertising
• Responding to another organization’s unsubstantiated or misleading communication
• And other ethical considerations

The webcast is free for SHSMD members and $99 for non-members. For more information check out SHSMD-U.

AMA Adopts Policy to Guide Doctors in Use of Social Media

A new policy by the American Medical Association (AMA) aims at helping physicians to maintain a positive online presence and preserve the integrity of the patient-physician relationship.

“Using social media can help physicians create a professional presence online, express their personal views and foster relationships, but it can also create new challenges for the patient-physician relationship,” said AMA Board Member Mary Anne McCaffree, M.D. “The AMA’s new policy outlines a number of considerations physicians should weigh when building or maintaining a presence online.”

The new policy encourages physicians to:

• Use privacy settings to safeguard personal information and content to the fullest extent possible on social networking sites.
• Routinely monitor their own Internet presence to ensure that the personal and professional information on their own sites and content posted about them by others, is accurate and appropriate.
• Maintain appropriate boundaries of the patient-physician relationship when interacting with patients online and ensure patient privacy and confidentiality is maintained.
• Consider separating personal and professional content online.
• Recognize that actions online and content posted can negatively affect their reputations among patients and colleagues, and may even have consequences for their medical careers.

The new policy on professionalism when using social media was adopted November 8 at the AMA’s semi-annual policy making meeting in San Diego. 

Click here for a copy of the policy.