HEALTH CARE: Perception Is Selection.

Here's important news for any health care marketing exec who's been asked to justify why his or her hospital needs to spend money on marketing: the hospital's perceived reputation plays a major role in the patient's care decision, which should be information that you can take to the bank (along with the marketing dollars you need).

According to J.D. Power and Associates 2005 National Hospital Service Performance Study, which measured satisfaction among 2,500 recently discharged hospital patients nationwide, a whopping 75% reported that reputation-related information was their primary criteria in selecting a hospital. Adding to that decision was the hospital's overall reputation (48%) and the perception of skilled doctors and nurses (25%). Just as importantly for marketers, this research applies to a majority of today's health care purchasers — with 59% of survey respondents noting that they were, in fact, involved in the choice of hospital, either solely or with a physician.

While all of this would suggest that an outstanding brand-building promotional campaign can solve any hospital's utilization woes, don't forget the old ad adage: nothing kills great advertising better than a bad product (or service or experience). Hospital marketers, therefore, should follow the physician's lead, and look for the cause of every symptom.

SOURCE: Healthcare Marketing Report, NOISE

TRAVEL: Higher Gas Prices See Americans Take the Roads Less Traveled.

This isn't rocket science because if it were, we'd be talking rocket fuel. But a recent survey of 5,000 American households reveals that gas prices are impacting travel. Almost two-thirds of those queried state they'll now stay closer to home because of higher costs. In addition, another 25% report that they've postponed or shortened their vacations this year. Common sense, you might ask? Certainly. But the reality and takeaway for hospitality, tourism and attractions marketers is: alter your marketing plans now to account for this new trend; focus more on local and regional feeder markets; and brainstorm innovative promotions and incentives to overcome consumer perceptions of and objections to higher travel costs.

SOURCE: TravelMole, NOISE

E-MARKETING: How To Ready, Aim and Fire Your E-blasts.

Are e-blasts a part of your marketing mix? If you're like most marketers, they are (or should be). But how best to break through the spam clutter and have your message opened? Here are four top pointers to maximize your open and clickthrough rates:

1. Include a successful subject line. Keep your word length between 50-60 words, so most of the subject line is viewable. Create a sense of urgency and spell out benefits. Avoid spam triggers like "savings," "deals," "vacations" and triple exclamation points.

2. Consider the day of week. For consumers, open rates peak on Sundays (30.8%), Fridays (27.0%) and Mondays (25.6%) and bottom out on Wednesdays (22.8%).

3. Consider the "complete package." Statistics also show that open rates increase with a combination of a) compelling subject line, coupled with b) an attractive preview pane, coupled with c) a discount, incentive, or relevant pull tactic.

4. Creativity is king. Clearly, the well-dressed, articulate, attractive e-blast (designed and written by marketing professionals) shows far greater open and clickthrough rates than poorly-presented or text-only messaging.

SOURCE: Visit Florida, eROI, NOISE
NOTE: NOISE Branding Communications is a leader in e-marketing, providing exceptional open and click through rate performance for clients.

INTERNET: Is the Free Ride Over?

Hey all you websites that take our advertising money and in return, claim to deliver a gazillion impressions — the free ride may be over. A number of leading online advertisers — including Colgate-Palmolive, Ford, Pepsi, Visa, HP and more — have united in the proclamation that very soon, they'll only advertise on internet sites where ad-impression counts are audited by a third party (like Ernst & Young). According to theae ad leaders, the deadline for compliance to begin is sometime in 2007, with a drop-dead date of 2008 for publishers to have "third party certification" that their processes for measuring impressions are consistent and reliable. That's good for all of us who utlize web marketing, but wish for greater confidence in reach and delivery promises.

Source: Adweek Interactive, NOISE

MEDIA: A Back-Cover Buy With Legs (And a Lot More).

Kudos to Crispin Porter + Bogusky for breakthrough creative (and creative thinking) in promotion of the VW Rabbit. For an upcoming back cover buy of Playboy, CP+B arranged for the lovely trio of Bunnies gracing the September front cover to make a second appearance in their back cover ad — in an exact, reverse-angle image, with one woman sporting a tattooed VW Rabbit logo on her lower back, in place of the famous Playboy Bunny icon she carries on her torso. And yes, even the typography — including Playboy masthead — is reversed, suggesting a true "flip side" view of the cover. Sell copy reads: "The Volkswagen Rabbit. It's Back."

Every agency and marketer should strive for this high level of unique-thinking genius. Not only does this back cover deliver the goods creatively — who wouldn't notice it and the brand it's selling, particularly the young adult male audience Rabbit covets? — it's got great legs, as the accompanying media buzz will add millions of dollars of additional weight to what, for lesser thinkers, might be just a simple, one-page buy.

Source: Brandweek, NOISE

PROMOTION: Every Dog (And Every Idea) Has Its Day.

As evidence that every creative promotion should be rewarded with free pub for its originator, we lift our hats — or should that be skirts and pants? — to freshpair.com for the buzz surrounding the now 4th Annual National Underwear Day on August 9. Designed to draw attention to the most mundane type of clothing, National Underwear Day will unveil (start counting the puns) "well-built models" walking around high-visibility locations — like New York's Times Square — in their undies. Apparently, according to freshpair.com sources, the public has been inspired to join the festivities in the past. No report on how the public fared, compared to the well-built models, in attracting attention.

But as fun as all this is, it nonetheless points out the positive effects that true outside-the-box thinking can bring any marketer, if they dare go there. So take your outerwear off, and put your thinking caps on.

Source: Brandweek Daily Insider, NOISE