reports

Effective Media Planning — The art of media planning is much more than simply reaching the right people at the lowest possible cost. It is also important to reach the audience the right number of times to deliver the message effectively. This report serves as a primer on how to help your hospital make the most of each and every dollar spent on media advertising.

How to Use Public Relations Tactics When Promoting Physicians Clinics — Public relations is a cost-effective yet often underused element of the marketing mix. It's also one of the most credible ways to deliver health care messages. Order this report and get tips on how to use media relations and community relations to drive awareness and preference for your hospital's physician clinics.

Branding Academic Medicine — If you work at an academic medical center, you’ll be interested in this case study on how to leverage your institution’s teaching hospital credentials. Why bother competing with community hospitals on the common “we care” message when you can talk about the benefits and differences of medical centers that conduct research and education?

Positioning and Building Your Brand in the Health Care Market — As the title suggests, this comprehensive white paper highlights the importance of building and maintaining a strong brand. From initial brand positioning to growing your brand to building a brand franchise, this report will help you and your team stay competitive in an increasingly crowded health care marketplace.

Measuring PR Effectiveness — This report should be a part of every serious health care marketer’s public relations arsenal. Launching a public relations campaign is only the beginning. You must then collect, quantify and analyze the results if you are to act on them. With its concisely written content and easy-to-understand charts and graphs, this informative Swanson Russell white paper will help you do just that.

It’s Not Brain Surgery, It’s Advertising — This handy guide to health care marketing communications is something you'll reach for again and again. Subtitled Six Simple Principles for Successful Creative Execution, this quick-reference tool is chock-full of relevant and often-overlooked information. Before you green-light your next ad campaign, make sure you’ve got your copy of It’s Not Brain Surgery, It’s Advertising at the ready.