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Priority Perspectives: Free marketing white papers

Learn how to improve your hospital's ROI, retain your patients, enhance e-mail marketing and more!
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Jim Larranaga, President
Author of Priority Perspectives

• Adding Cross-Cultural Communications to Your Marketing Strategy  
  
  "Adding Cross-Cultural Communications to Your Marketing Strategy" analyzes various ethnic segments in the U.S. and considerations for healthcare marketers in appealing to these segments. Specifically, the paper addresses how minority health needs and cultural differences affect the healthcare industry, and how bilingual communications and media selection will play a large role in reaching multicultural populations and ensuring better outcomes. A link to the podcast, "Marketing to Latino Communities," is included.
  Summary of podcast: Gladis Benavides of Benavides Enterprises discusses the profound influence the Latino community and other ethnic groups have on commerce in America today. Each culture manifests unique buying patterns based on its own traditions that marketers should be aware of. It's imperative that marketers appeal to these groups, not only with the translated word, but by understanding and translating the culture.
  
  
• Fire Up Your Healthcare Marketing Career  
  
  "Fire Up Your Healthcare Marketing Career" explores the importance of using media to build your professional visibility, how to develop your leadership role through networking and ways you can become more proactive in driving your marketing department’s profitability.
  
  
• Give Your Publication a Makeover  
  
  This fully illustrated guide reveals 20 publisher's secrets for marketers to use that can improve a custom publication's branded content, visual appeal and marketing effectiveness. Written by Priority's president Jim Larranaga, the guide includes best practices from our award-winning in-house editors and designers, and validated by Priority’s own MediaTrackR ROI tracking system. The quick-read format discusses optimum article lengths, creative content approaches, techniques to increase pass-along readership, quick changes that improve page readability, tips for enhancing photos and selecting fonts and, most important, how to boost response rates and rejuvenate brand image.
  
  
• Launching and Leveraging Healthcare Podcasts  
  
  "Listen Up! Sound Tips for Launching and Leveraging Healthcare Podcasts" gives readers a step-by-step guide to providing audio programs that appeal to a highly interested, loyal market, resulting in greater ROI than broadcast media. It discusses formats, healthcare-focused content and creative production techniques, with strategies for successful start-up. The paper also includes the audio interview with David Barrett of AudioAcrobat, in which Barrett discusses ways to produce a compelling and effective podcast.
  
  
• Redefining Custom Publishing  
  
  Originally considered solely a print medium, custom publishing is evolving so marketers can leverage their investment by deploying it across a broad communications platform. With its highly targeted brand message, it can be effectively delivered when, where and how each individual consumer wants to receive it: print, Web site, e-mail, e-newsletter, webinar, RSS feed, podcast or video. This white paper explores the ways in which the new forms of custom publishing can be combined and deployed to better reach your market and measurably improve your marketing ROI.
  
  
• The Mature Market: Stronger, Smarter, Better than Ever  
  
  This white paper encourages healthcare marketers to reexamine their definition of "senior" in order to explore broader marketing opportunities for potentially greater return. In particular, the white paper divides the mature market into three tiers – golden-agers, recent retirees and baby boomers – and identifies characteristics within each that can greatly influence marketing efforts. The paper also discusses the importance of lifestyle-focused content and highlights media options, from custom print publications to e-mail and Web marketing, club programs and seminars, that can help healthcare organizations affect better patient outcomes and increase revenue.
  
  

• 28 Best Health Care Events
  
  
• Choosing the Best Media Mix for Your Message
  
  
• How Health Care Marketers Use Community Newsletters
  
  
• HSAs: Health Care's Next Quantum Leap
  
  
• Improving ROI for Your Hospital Marketing Program
  
  
• Six Steps to Successful E-mail Marketing
  
  
• Staging Successful Health Care Events
  
  
• Strategies for Promoting Centers of Excellence
  
  
• The Multiplier Effect: Projecting ROI Based on Lifetime Household Value