"Hospitals Can Click With Online Pharmacies As Information Partners." This article discusses how providers can tap into the ever-expanding world of e-pharmacies and online drug stores. This area of healthcare e-commerce is among the fastest growing categories on the Internet. Statistics are provided as well as e-pharmacy fast facts. The article discusses the hospital/e-pharmacy partnership and managed care opportunities. HEALTHCARE PR & MARKETING NEWS, August 5, 1999, pp. 1,6.

"Healthcare IT Vendors Lack Marketing Muscle." A survey states that if healthcare IT vendors don't do a better job of branding their services they will soon become competitive casualties as a new breed of healthcare technology marketers take over. This survey states that branding is the No. 1 healthcare marketing issue yet is the sixth-ranked budget priority. Other findings are presented. HEALTHCARE PR & MARKETING NEWS, August 5, 1999, p. 2.

"Hospital Builds Awareness Among Future Decision-Makers." The Medical College of Virginia Hospitals launched a teen-focused campaign. Some ways to reach the Y generation include: collaborating with a high school or teen community organization for campaign strategies; featuring teens in campaign materials; incorporating the Internet into campaign plans; and partnering with media outlets that have a strong teen focus. HEALTHCARE PR & MARKETING NEWS, August 5, 1999, p. 3.

"Ad Abstract: Consent Forms Generate Parental Call-To-Action." It's getting increasingly difficult to achieve what most hospital branding campaigns must--break through the clutter. Often it takes a strategic call to action that emotionally resonates with your target. The Children's Hospital at Mission (CHM) in Mission Viejo, California achieved this with its integrated marketing campaign that used a "consent to treat" form to prompt parents to pre-qualify their children for pediatric services at the hospital. HEALTHCARE PR & MARKETING NEWS, August 5, 1999, p. 5.

"Internet Company Rates Hospitals." An Internet-based consumer health information service has devised its own formula for rating all U.S. hospitals' performance by product line and posting the results on the World Wide Web. MODERN HEALTHCARE, August 16, 1999, pp. 24-25.


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