Insight

2013 V9N2 CONTENTS 8 p. 11 Healthcare Marketing Outlook 2013—and Beyond Our recent roundtable discussion with thought leaders about new payment models, delivery systems, and other reform initiatives reveals how changes are impacting marketing and communication strategies. 6 Speak Softly, Carry Big ROI Your gut may tell you that your marketing strategy should promote new hires, hospital awards, and equipment. However, research indicates a soft-sell, lifestyle approach reaches consumers more effectively. How can you make sure your message is heard? 11 Direct Mail 2.0 p. 8 Advances in technology are constantly changing the way marketers communicate with their audience. But in an increasingly digital age, direct mail campaigns still play a vital role in marketing efforts. They simply require the right stamp. 12 A Marketer's Treasure Trove The No. 1 actionable tidbit from 2013's Healthcare Information and Management Systems Society (HIMSS) Annual Conference & Exhibition? Healthcare informatics staff may sit on a goldmine of business intelligence that marketers could use. 14 Key Insights from the 2013 Physician Summit No marketer can afford to be out of the loop when it comes to healthcare industry-shaping ideas. For those who couldn't attend this year's Physician Strategies Summit, keep pace with your competitors by checking out the conference's greatest hits. p. 12

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