The Society for Healthcare Strategy and Market Development, part of the American Hospital Association, has released an advisory with guiding principles for marketing communications by hospitals and health systems.
The Advisory includes a marketing communications checklist to assess whether a marketing campaign is ready to launch; recommends a formal review process; discusses how to share information about pricing and awards, ratings, and accreditation; addresses the use of endorsements, testimonials, and physicians in marketing; considers the use of social media, including blogging; offers advice on how to respond to another organization’s unsubstantiated or misleading communications; and touches on other ethical considerations. A reference/reading list is included.
Source: SHSMD Advisory: Principles and Practices for Marketing Communications in Hospitals and Health Systems. Society for Healthcare Strategy & Market Development of the American Hospital Association, Sept. 11, 2010. http://www.wha.org/data/sites/1/pubArchive/news_releases/marketingcommunicationsadvisory.pdf