Insight

HEALTHCARE INSIGHT DAVID MCDONALD EXECUTIVE EDITOR JASON SKINNER EDITOR-IN-CHIEF ERIC SILBERMAN PUBLISHER LAURA SKONBERG ASSOCIATE PUBLISHER ANGELA WILLIAMS MANAGING EDITOR ABIGAIL GENTRY-RICHARDSON SENIOR MARKETING DESIGNER J. KEVIN TUGMAN CREATIVE DIRECTOR THOMAS CROCKER, KERRI GASS, ADAM HASKEW, RACHEL STEWART CONTRIBUTING WRITERS CLAY PRICE PRODUCTION SPECIALIST MITZI BROCK CIRCULATION MANAGER = = = = = = = = = = = = = = = = = = = = TRUE NORTH CUSTOM MEDIA DAVID MCDONALD CEO TONY YOUNG CHIEF FINANCIAL OFFICER JASON PROVONSHA CHIEF SALES OFFICER J. KEVIN TUGMAN CHIEF CREATIVE OFFICER JASON SKINNER CHIEF MARKETING OFFICER BIBBER MCCURDY VICE PRESIDENT, PUBLISHING ARICIA GALLAHER VICE PRESIDENT, OPERATIONS CARRIE DIERKS VICE PRESIDENT, B2B OPERATIONS HILLARY MYERS, NOELLE OMER EDITORIAL DIRECTORS HEALTHCARE INSIGHT EDITORIAL ADVISORY BOARD SUSAN M. ALCORN CHIEF COMMUNICATIONS OFFICER GEISINGER HEALTH SYSTEM DEB CHIARAVALLOTI VICE PRESIDENT, PUBLIC RELATIONS AND MARKETING ANNA JAQUES HOSPITAL CHRIS EFAW DIRECTOR OF OUTREACH AND DEVELOPMENT TIFT REGIONAL MEDICAL CENTER DAVID JARRARD PRESIDENT AND CEO, JARRARD PHILLIPS CATE & HANCOCK, INC. LISA MCCLUSKEY, MBA VICE PRESIDENT, MARKETING & COMMUNICATIONS MEMORIAL HEALTH CARE SYSTEM MARIA ROYCE VICE PRESIDENT OF PUBLIC RELATIONS WELLSPAN HEALTH MICHELLE SCHAPER SENIOR PUBLIC RELATIONS & MARKETING ASSOCIATE PROVENA HEALTH David McDonald CEO TRUE NORTH CUSTOM MEDIA COPYRIGHT ©2011 TRUE NORTH CUSTOM MEDIA, LLC. ALL RIGHTS RESERVED. BROAD STREET, SUITE 708, CHATTANOOGA, TN 37402. POSTMASTER: SEND CHANGES OF ADDRESS TO TRUE NORTH CUSTOM MEDIA IS NOT RESPONSIBLE FOR CLAIMS MADE BY ANY ADVERTISING APPEARING IN EDITOR: SUBMITTED TO Dear colleagues, When the Internet fi rst emerged, I'll admit: I wondered if it was a passing fad—an inch deep and a mile wide. But as time passed, the Internet and all its digital capabilities have become entrenched in our culture. People turn to digital media for nearly everything these days—from looking up medical symptoms to fi nding the closest Mexican restaurant. That's why this issue of insight has a number of articles about digital strategies to strengthen your hospital or health system's marketing campaign. Turn to page 16 for a look at the emerging trend of QR codes and Microsoft® Tags, which can be used to send readers directly to your website, e-mail address, or any other resource. Pages 17 through 19 feature an article about healthcare apps, which target a previously untapped market by allowing consumers to access useful healthcare resources, including contact information for your physicians and locations for your facilities, with their smartphones. On pages 20 and 21, you can learn about using variable data personalization to individualize digital marketing messages. Finally, turn to our cover feature on pages 10 through 14 for a roundtable with your marketing peers about the challenges and benefi ts of healthcare blogging. As always, I hope you enjoy this information-fi lled issue. To continue learning about analytics, as discussed on page 22, scan the QR code below to watch a video about our new analytics platform, IRM. Sincerely, letter FROM THE CEO to consider "Give a person a fi sh and you feed him for a day; teach that person to use the Internet and he won't bother you for weeks." —Anonymous QUOTES T/F "The Internet is clearly about more than sports scores and e-mail now. It's a place where we can get very large amounts of data to very large numbers of people." —Frank James "The Internet is becoming the town square for the global village of tomorrow." —Bill Gates IS PUBLISHED BIMONTHLY BY TRUE NORTH CUSTOM MEDIA, LLC, 735 P.O. BOX 4449, CHATTANOOGA, TN 37402. . DIRECT EDITORIAL CORRESPONDENCE TO 735 BROAD STREET, SUITE 708, CHATTANOOGA, TN 37402; FOR RETURN, ENCLOSE A SELF-ADDRESSED, STAMPED ENVELOPE. ALL MATERIAL BECOMES THE PROPERTY OF IN PART WITHOUT WRITTEN CONSENT OF TRUE NORTH CUSTOM MEDIA, LLC. CALL (800) 624-7496 FOR MORE INFORMATION. MAGAZINE. NO PORTION OF THIS MAGAZINE MAY BE REPRODUCED IN WHOLE OR 5 H E A L T H C A R E I N S I G H T H E A L T H C A R E I N H S E I G A L H T T H , C A R E I N S I G H T H E A L T H C A R E I N S I G H T H E A L HT EH AC LA T R H E C I AN R S E I G NH ST I, G I H T

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