For the week beginning May 24, 2004

"Baby Boom: Hospitals Tout Human Touch As Maternity Wards Expand." Many hospitals are revamping their maternity wards to reflect a more calming environment. Some offer amenities such as a stocked refrigerator, Jacuzzi tubs, massage showers and entertainment centers. THE BUSINESS JOURNAL OF PHOENIX, May 14, 2004, pp. 1-3.

"Pharmaceutical Blockbuster Launches: Steal This Strategy." New research shows how pharma companies attain rapid market penetration and spectacular sales growth through successful management of new product lines. Pharma companies launch blockbusters by investing appropriately, balancing therapeutic innovation with commercial needs, focusing market research and coordinating cross-functional groups. PHARMALIVE.COM, May 19, 2004, pp. 1-2.

"Study: Over Half Of Urban Youth Use Online Health Info." Studies show that 75% of urban youth use the Internet at least several times a week and a majority of those surveyed go online for health information. iHEALTHBEAT.ORG, May 18, 2004, p. 1.

"Roundtable Online Extra: Service Lines And Physicians." Hospitals have been putting renewed emphasis and resources on managing their service lines, particularly those that have the most growth and revenue potential. In this article, four experts discuss how service lines may impact a key component of hospital structure: relationships with physicians. HEALTHLEADERS.COM, May 17, 2004, pp. 1-4.

"Futurescan -- Healthcare Trends And Implications, 2004-2008." This publication outlines the key changes in U.S. healthcare in the market ahead for 2004 and the next two to five years. This issue covers trends in six topic areas: consumers, physicians, finance and capital, technology, quality and health policy. For each topic, Futurescan addresses survey findings and highlights of current research, the authors' predictions, and strategic implications for healthcare provider organizations. Published by the SOCIETY FOR HEALTHCARE STRATEGY AND MARKET DEVELOPMENT OF THE AMERICAN HOSPITAL ASSOCIATION, 2004, pp. 1-35.

"Why Drive When You Can Surf? More Seniors Are Hitting The Internet For Health And Pharmaceutical Information." The senior population is increasingly using the Internet for health and pharmaceutical information. Studies show that 5.5 million seniors are surfing the net for health information and there are an additional 41.5 million future seniors already online and looking for health and pharmaceutical information. Here are additional statistics concerning seniors and their online habits. PHARMALIVE.COM, May 19, 2004, pp. 1-2.

"Image Conscious: The Growing Use Of Doctor-Owned Scanning Centers." More and more physician groups are opening their own diagnostic imaging centers so they can hold on to revenue that previously left the practice when patients were sent elsewhere for expensive scans and studies. AMEDNEWS.COM, May 17, 2004, pp. 1-6.

"Fierce Brand Rivalry Helps Fuel DTC Explosion." "Pharmaceutical marketers boosted their spending on direct-to-consumer ads in magazines by almost 31% last year, which drove an overall resurgence in DTC spending." MEDICAL MARKETING & MEDIA, April 2004, p. 30.

For the week beginning May 17, 2004

"Drug Companies Ignore Hispanic Market." Studies show that drug companies allocate the least amount of their advertising dollars to Hispanic advertising of any major industrial category. DICKISNON'S DTC MARKETER, May 1, 2004, pp. 5-6.

"Hospital Increases Focus On Customer Service." This article discusses the different strategies that Swedish Covenant Hospital in Chicago is taking to vastly improve its market share and customer satisfaction. AHCPUB.COM, May 12, 2004, pp. 1-2.

"Research And Markets: Permission Based Marketing: Providing Consumers Personalized Online Marketing." Permission marketing's greatest strength is its ability to collect consumer information. In order to reach the full potential of a permission based marketing email, it is extremely important that the content provided is pertinent and useful to the end-user. Pharma companies should relate disease information to living a healthy lifestyle to meet the consumer's interests. PHARMALIVE.COM, May 7, 2004, pp. 1-2.

"Clipping Coupons." Consumers are clipping coupons for pharmaceutical prescriptions and products. This article discusses how pharmaceutical companies can benefit from coupon initiatives and what is involved with developing an effective coupon outreach program. PHARMACEUTICAL EXECUTIVE, April 2004, pp. 86-88, 90, 92.

"FTC Staff Provides Comments To FDA On Direct-To-Consumer Drug And Device Ads." The comments state that the proposed guidance documents could represent substantial progress in conveying relevant risk information to consumers about prescription drugs and medical devices in a manner that consumers can understand. The comments, however, also emphasized that research is required to determine whether consumers and competition would benefit from the proposed disclosure requirements. The goal is to encourage a more consumer-friendly presentation of the risks of pharmaceuticals and devices. PHARMALIVE.COM, May 12, 2004, pp. 1-3.

"Hospital Quality Comparisons Are Beginning To Influence Consumer Choice And Behavior." Here are lots of statistics concerning consumers who use the Internet to obtain hospital quality information. CORHEALTH.COM, May 13, 2004, pp. 1-2.

"Pharma To Grow Straight From The Heart." Cardiovascular products make up the pharmaceutical industry's greatest opportunity for growth, especially antihypertensives and antidyslipidemics. PHARMACEUTICAL EXECUTIVE, April 2004, p. 24.

"How Health Plans Are Using The Internet To Reach Customers." This article explains what several health plans are doing to make their Web sites more consumer-friendly. CORHEALTH.COM, May 13, 2004, pp. 1-2.

"Specialty Hospitals Growing Fast." Specialty hospitals are one of the fastest-growing U.S. healthcare segments. CORHEALTH.COM, May 13, 2004, pp. 1-2.

For the week beginning May 10, 2004

"Pharmaceutical Brand Leadership Longevity: Executives Report On How It's Done." According to a new survey, modifying treatment guidelines can propel pharmaceutical brands to number one in market share. Top insights and findings include: Patient education is the top-ranked marketing activity necessary to bring a brand to number one; half of leading brands reach number one in market share within three years; patient education is the most significant brand-escalating marketing activity. PHARMALIVE.COM, May 4, 2004, pp. 1-2.

"More Demand Likely For Wellness Programs Under Consumer-Driven Health Plans." Two trends becoming more popular in the health insurance/group health sector are the adoption by employers of "consumer-driven" health plans and new health savings accounts. Managed care plans are developing consumer-driven plan products, and health savings accounts were included in the recently enacted Medicare Prescription Drug law. HIN.COM, May 4, 2004, pp. 1-4.

"Life Support -- Hospitals Must Create Brand That Differentiates." Branding of hospitals is now more important than ever. Differentiation is perhaps the most important aspect of building a brand. When building a brand, consider why a patient would choose your hospital over the competition or why a doctor would refer a patient to your hospital. Here are some guidelines that can help ensure that your brand is successful. MARKETING NEWS, May 1, 2004, p. 18.

"Health Benefits -- Firms Market Healthy Living To Reduce Insurance Costs." Many companies are launching internal marketing programs designed to raise employee awareness of the rising cost of insurance and the benefits of a healthier lifestyle. The idea of businesses marketing wellness to employees is not brand new. MARKETING NEWS, May 1, 2004, pp. 15, 20.

"Integrate CRM Into Healthcare Strategy." Customer relationship management is a new way of doing business with tremendous potential to alter the way healthcare marketers work, how they are perceived and what they achieve. "CRM can help healthcare marketers and their organizations become more strategic, customer-focused or personal, efficient and results-oriented." MARKETING NEWS, May 1, 2004, p. 16.

"Coming To A Hospital Near You." Patients and providers across the U.S. are expressing interest and welcoming involvement in medical documentaries and healthcare reality shows. HEALTHLEADERS, April 2004, pp. 14-15.

For the week beginning May 3, 2004

"Best DTC Campaigns Honored." Ortho-McNeil's Ortho Evra and AstraZeneca's Nexium won the Best Branded Print Ad and Best Branded TV Ad awards at a recent gala dinner as part of the DTC National Conference in Boston. DICKINSON'S DTC MAKETER, April 15, 2004, p. 5.

"Device Companies Turning To Branding." Medical device companies are rethinking their traditional belief that corporate branding is not necessary for their products. The companies are realizing that branding can help with: administrative costs; increased customer, investor and employee belief in the company; increased sales; and increased company value. DICKINSON'S DTC MARKETER, April 15, 2004, pp. 1, 8.

"Ads Don�t Always Match Awareness Ideas." A study of direct-to-consumer print ad messages conducted by University of South Carolina business professor Martin Roth looked at the effectiveness of messages and creative strategies on brand-level advertising awareness and found there is often disconnect. DICKINSON'S DTC MARKETER, April 15, 2004, p. 3.

"DTC ROI Called 'Improving.'" Despite earlier studies that have indicated little positive return-on-investment (ROI) for prescription drug direct-to-consumer advertising, new research has found that DTC ROI is improving over time. DICKINSON'S DTC MARKETER, April 15, 2004, pp. 6-7.

"Caring For Latino Patients." Latinos are the fastest growing minority group in the United States. Physicians need to recognize this trend and adapt their practices to better communicate and relate to their Hispanic patients. This article presents some ways physicians can overcome these challenges. MEDICAL ECONOMICS, April 23, 2004, pp. 34-36, 39-40.

"'Experience Myopia' Is Hurting Healthcare." Hospitals that pay attention to not only inpatient experiences, but also the patient's needs before and after the hospital stay -- will build continuing relationships, generate added revenue opportunities and enjoy a competitive advantage. CORHEALTH.COM, April 28, 2004, pp. 1-10.

For the week beginning April 26, 2004

"Building BIG Brands." This article reports on good pharmaceutical branding and states that "Good pharmaceutical branding creates physician and patient recognition that maximizes launch potential and helps the product withstand generic competition or survive a switch to over-the-counter status." PHARMALIVE.COM, April 16, 2004, pp. 1-11.

"Elite Views On The Future of The Healthcare System." This article reviews the biggest near-term threats to U.S. healthcare systems. HEALTHCARE LEADERSHIP REVIEW, April 2004, pp. 8-9.

"The Internet's Role In Brand Awareness." This article discusses the two ways the Internet plays a major role in a branding strategy. Includes many success stories of hospitals who have used the Internet in their re-branding efforts. INTERNET HEALTHCARE STRATEGIES, April 2004, pp. 6-8.

"Prescription Drug Ads Prompt Fewer Consumers To Take Action." Even though spending on direct-to-consumer advertising for prescription drugs has regained momentum, consumers are less inclined to take action as they have been in the past. A recent survey found that a declining proportion of consumers took action following exposure to a prescription drug ad. PRNEWSWIRE.COM, April 21, 2004, p. 1.

"Who Will Lead The 'Wellness Revolution?'" Strong consumer interest in antiaging products and services that focus on well-being has produced a $200 billion annual market, and it will grow to $1 trillion within a decade. The winning provider organizations will be the ones that recognize this revolution and pursue new opportunities. HEALTHCARE LEADERSHIP REVIEW, April 2004, p. 1.

"Healthcare Marketing Needs A New Focus." This article explains strategic marketing and how it applies to the healthcare industry. CORHEALTH.COM, April 15, 2004, pp. 1-2.

"What Every HCO Should Know About CRM." Customer Relationship Management is becoming more popular among health care organizations. "CRM reflects the growing recognition that keeping customers and developing their pattern and purchases over time are often as important and valuable as the traditional focus of sellers on acquiring as many as possible of them." HEALTHLEADERS.COM, April 16, 2004, pp. 1-3.

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