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Web 2.0 in Healthcare Case Studies
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Several healthcare organizations are producing measurable results with their forays into Web 2.0 and new media. The Mayo Clinic successfully drove customers and prospects to its web site via its podcasts that were featured on the Itunes home page, said Lee Aase, manager of national media and new media at the Mayo Clinic. WellPoint has demonstrated new media success with the launch and sales growth of its Tonik product, a health plan whose urban language and edgy graphics are tailored to the lifestyles and attitudes of "young invincibles" (young adults ages 19 to 29). These Web 2.0 primers will give you additional out-of-the-box new media strategies that the Mayo Clinic and WellPoint are using and case studies on how UAB Health System, the Cleveland Clinic and the Medical University of South Carolina are using Web 2.0 technologies in their strategic marketing mix.

Podcasts. Blogs. Cell phones. Texting. Instant Messaging. Social networking. Tagging. Web 2.0. UGC (user-generated content). Not only must healthcare and other industries be wired for new technologies, they must also speak the shorthand defining each new medium. Beyond the IT challenge, 20- and 30-somethings appear to turn a deaf ear to traditional healthcare and health insurance products.

But some healthcare organizations have ventured into this new territory. In the special report, NOT ur parents' healthcare anymore: The 411 on selling health via new media, three healthcare marketers divulge how novel marketing and product development tactics are grabbing the attention of Generation X and Generation Y. These early adopters share the unconventional and sometimes unintentional marketing strategies that are paying off in profitable new products that appeal to a generation that may be less invincible and more mature than most marketers believe.

This 35-page special report chronicles:

  • Generation Gaps -- who's who in Gen X and Gen Y and why you need to know what they think about healthcare;
  • Being where they are -- tips for understanding and locating key cohorts of Gen X and Gen Y and crafting a marketing message that resounds with them;
  • Real-life examples of new media-based offerings that are getting results by tapping technology to deliver the message and the product;
  • The impact of iTunes on downloads of Mayo Clinic podcasts;
  • Why your ER may be the ticket to Gen X and Gen Y;
  • The development, naming, launch and success of Tonik, Wellpoint's unique no-frills health insurance product aimed at 20-somethings;
  • Guidelines for staying top of mind and top of Google;
  • And much more!

Throughout this 35-page report, get out-of-the-box strategies for approaching new media and segments from these cutting-edge healthcare marketers:

  • Lee Aase, manager of national media and new media at the Mayo Clinic, talks about Mayo Clinic's venture into new media channels;
  • Scott Schroeder, president and CEO of Cohorts Inc., defines the generations and the behavior differences that can influence marketing results.
  • Aric Hooverson, account director, Grey Worldwide San Francisco and Shelley Patchin, director of advertising, Wellpoint, describe the research, development and marketing of Tonik, the Wellpoint's health plan whose urban language and edgy graphics are tailored to the lifestyles and attitudes of "young invincibles" (young adults ages 19 to 29).

This report is based on a March 2007 audio conference on developing and selling healthcare for the new generations via new media.

Table of Contents

  • Talking About the New Generations: Marketing to Gen X and Gen Y
    • Segments of Generation X and Generation Y
    • Appealing to the Segments
    • Reinforce Brand Image to Stay Top of Mind
  • New Media at the Mayo Clinic: Staying Top of Mind and Top of Google
    • Defining New Media
    • Reaching Across Generations
    • The Incidental Effect of iTunes
    • New Ways to Get Noticed
  • Tonik for the Healthcare Industry: Case Study on a Product for “Young Invincibles”
    • The Down-Low on “Young Invincibles”
    • Life Stages
    • Developing Marketing, Developing the Product
    • What’s in the Name?
    • Going Where the Target Is
    • Results: It’s All About the Numbers
  • Q&A: Ask the Experts
    • Matching Providers with Gen X and Gen Y Populations
    • Targeting the Proper Audience
    • Expectations for the Product
    • Customizing the Product for its Location
    • Effects on Other Products
    • Encompassing all Ethnicities
    • Effective Marketing Channels
    • Motivational Tools
    • Convincing the Young Invincibles
    • Tonik: Battle of the Sexes
    • Getting Connected
  • Glossary
  • For More Information
  • About the Authors

A growing number of healthcare organizations are using new media techniques or Web 2.0 technologies such as blogs, podcasts, social networking and videos to advertise their services and provide healthcare consumers with access to more interactive health education. During this 90-minute webinar, we will examine how healthcare organizations are implementing and benefiting from Web 2.0 technologies.

During Emerging Trends & Opportunities for Healthcare Organizations To Leverage Web 2.0, a 90-minute webinar on February 13, 2008, an expert panel of speakers will provide in-depth case studies on their organization's Web 2.0 strategy.

Susan Reid, Internet marketing manager with UAB Health System, John Sharp, project manager for IT web services with Cleveland Clinic and Dave Bennett, director of web resources services with Medical University of South Carolina, will provide the inside details on:

  • Developing innovative and successful approaches for Web 2.0 applications in healthcare;
  • Using Web 2.0 strategies and resources to improve care self-management;
  • Analyzing the impact of Web 2.0 on healthcare stakeholders;
  • Leveraging Web 2.0 content to drive traffic to your site and customers to your facility; and
  • Exploring the return on investment for these technologies.

The webinar will be held on February 13, 2008 at 1:30 pm Eastern time.

Can't make the scheduled date and time of the conference? See the "On-Demand" or CD-ROM options described below.

You can "attend" this program right in your office and enjoy significant savings – no travel time or hassle; no hotel expenses. It’s so convenient! Invite your staff members to participate.

Your registration fee covers one telephone line from your site. Include as many individuals from your organization as you wish - there is no additional charge. Gather in a conference room and use a speakerphone.


The conference lasts approximately 90 minutes with the last 30 minutes reserved for questions and answers.

No special equipment is needed; a toll-free number will be provided.

A week before the conference, you will receive instructions via e-mail on how to dial into the conference and access the conference handouts. So be sure to include your e-mail address!


You are invited to submit your questions in advance of the program to ensure that your questions are answered. Please e-mail your questions to [email protected] no later than noon on February 13, 2008. We will attempt to answer your questions during the audio conference. However, time constraints limit the number of questions that can be answered during the live Q&A so be sure to get your questions in early.


CEOs, presidents, CFOs, CIOs, information technology executives, e-business directors, vice presidents, health plan executives, product managers, marketing directors, strategic planning directors, benefits managers, managed care and insurance companies, hospitals, physician groups and ancillary providers, pharmaceutical companies and pharmacy benefit managers, and IT vendors.


  • $317 for the live webinar, conference on CD-ROM, PLUS a transcript of the conference proceedings ($367 after 2/8/08).
  • $277 for the conference on CD-ROM and a transcript of the conference proceedings.
  • $267 for the live webinar ($317 after 2/8/08).
  • $267 for the On-Demand service, which provides you the opportunity to listen in at your leisure via your computer and a web browser (includes the agenda and presentation materials -- available 2/15/08).

Cancellation Policy: To receive a refund, notice is required at least seven business days prior to the audio conference. With proper notice, fees are refunded minus a $40 service fee. No refunds are given for cancellations received with less than seven days notice. The Healthcare Intelligence Network reserves the right to cancel or reschedule an audio conference, due to unforeseen circumstances.
Publication Date: January 2008
Number of Pages: 90 minute webinar and 35-page report
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