Healthy Skepticism Library item: 6051

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Michigan health system launches integrated campaign using patient testimonials.
Profiles Healthc Commun 2006 May-Jun 01; 22:(3):1-9,

Abstract:

Spectrum Health System in Michigan recently launched The Right Decision campaign, which totes the system’s heart center and cancer facilities. The effort is underway with aggressive print ads, television and radio spots, and Web site promotion. The 1,000-bed, acute-care system hopes to raise awareness of the heart and cancer centers through real-life patient testimonials.

Keywords:
Adult Advertising* Breast Neoplasms/therapy Female Humans Marketing of Health Services/methods* Mass Media Michigan Multi-Institutional Systems/organization & administration* Multi-Institutional Systems/standards Myocardial Infarction/therapy Patient Satisfaction* Treatment Outcome*