Insight

2015 V11N2 CONTENTS 5 Diabetes by the Dollar Diabetes is one of the most prevalent and expensive diseases in the U.S. 6 5 Ways to Woo the New Mover Strategic tips help marketers attract and retain profitable new patients as soon as they set foot in the neighborhood. 8 Bridging the Digital Divide Healthcare marketing is moving into digital space, while keeping a strong print profile. Draw on your print strengths to enhance your digital presence. 10 3 Moves Toward Mobile Make sure Google's new algorithm rewards your mobile marketing strategy. 10 3 Steps to Successful Marketing Measurement Measure only what you need to. 11 Segmentation: A Subtle Tool Data scientist Sam Bussmann describes this nuanced approach and explains how segmentation can make marketers smarter. Editorial Advisory Board T H E H E A LT H C A R E I N S I G H T E D I T O R I A L A D V I S O R Y B O A R D, made up of thought leaders in healthcare marketing and communications, provides the magazine staff with expert perspective to ensure content remains relevant and engaging. The board's guidance and support are invaluable in achieving our mission to inspire and inform the healthcare marketing community. Scott Stratten President, Un-Marketing Author, UnSelling: The New Customer Experience O A K V I L L E , O N T A R I O Kathy Dean System VP, Communications, Marketing and Public Affairs PeaceHealth P O R T L A N D , O R E G O N Lisa McCluskey, MBA Vice President, Marketing & Communications CHI Memorial Health Care System C H A T T A N O O G A , T E N N E S S E E Susan Alcorn Senior Vice President and Chief Communications Officer Rochester (NY) Regional Health System R O C H E S T E R , N E W Y O R K Chris Efaw Vice President, Outreach & Development Tift Regional Medical Center T I F T O N , G E O R G I A David Jarrard President & CEO Jarrard Phillips Cate & Hancock, Inc. B R E N T W O O D , T E N N E S S E E On average, a new neighbor will forge more than 70 new business rel ationships in his or her first six months in a new communit y. Make sure a bond with your health system is one of them.

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