August 2008

From Least Read to Most Read
10 Ways to Craft an Effective CEO Letter
Reader studies show that CEO messages tend to be among the least read items in publications. So how can you make sure readers don’t bypass your message? The key to drawing readers into your message is to write about the things they care about.
Here are 10 ways to craft a CEO message that people will read.

Marketing Metrics That Matter
Study Reveals Most Marketers Focus on Wrong Measures
Most marketers focus on conventional metrics that measure the appeal of a campaign and its impact on brand positioning and awareness through media impressions, click-through rates, direct-response data or consumer surveys. Yet, a recent study by the Chief Marketing Officer (CMO) Council shows that these metrics have little impact on customer purchasing behavior.
Learn more about how the study can impact your hospital’s future marketing efforts.

Is Your Event Sending an SOS?
2 Tips to Enhance Customer Engagement
Events are an important element of the hospital marketing mix. Whether your events are educational programs, support groups, open houses, fundraisers or sponsorships, their overall effectiveness depends on how well the event engages the customer.
Use these four tips to enhance your event’s ability to engage customers and make the most of the event opportunity.

Ask Dowden!
My hospital leadership is reluctant to jump on the “go green” bandwagon. We all know the positive environmental impact. How can I convince them of the marketing impact?
Each month, check here for Dowden’s sounding board on marketing-related issues. The answer?