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Biomedical subjects

William R Gombeski

Publications and source records attributed to William R Gombeski.

10 recordsLinked to original sources
PubMed2005

Here to stay?

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Marketing of Health Services↗
PubMed2005

Web wellness.

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Adolescent↗
PubMed2005

Women's Heart Advantage Program: the impact 3 years later.

Yale-New Haven Hospital, in partnership with Voluntary Hospital Association (VHA Inc), launched the Women's Heart Advantage program in March 2001. Major program components implemented include (1) a comprehensive initial and ongoing internal communication program; (2) a health promotion initiative including a 24-hour, 7-days-a-week women's heart line staffed by nurses and an Internet health question-and-answer forum; (3) significant ongoing communication with nurses and physicians; (4) a community outreach effort to educate poor and minority women; and (5) an aggressive effort to secure financial partners to underwrite the cost of the program. Before launching the program, a telephone survey of 300 randomly selected New Haven County women ages 40 to 70 years was initiated in January 2001 and repeated in January 2002, 2003, and 2004. Findings include (1) the percentage of women who recognize heart disease as the number-one killer of women their age increased from 26% in 2001 to 59% in 2004, (2) the percentage of women who would call 9-1-1 or go directly to a hospital emergency department increased from 63% in 2002 to 83% in 2004, and (3) the percentage of women aware of recent Women's Heart Advantage program promotion grew from 33% in 2002 to 50% in 2004. Perhaps most importantly, the number of women with heart problems admitted through the hospital's emergency department increased from 1528 per year in 2001 to 1870 per year in 2004 (7.5% annual increase), whereas the number of men with heart problems admitted through the emergency department during the same time period has been relatively low (0.8% annual increase). By linking clinical, public health, and marketing expertise along with finding ways to partner with other organizations, the Women's Heart Advantage program has contributed to remarkable changes in women's awareness, knowledge, and behaviors, suggesting a model for approaching similar health-related problems.

Adult↗
PubMed2004

Model behavior.

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Communication↗
PubMed2003

Cost-effective advertising through TV and newspaper "banner" ads.

Banner ads, small strip ads in newspapers used to specifically promote an information piece, were introduced into one newspaper in the Connecticut market in 1999 by Yale-New Haven Hospital (YNHH). Based on their success, the concept was expanded to six additional newspapers in late 2000 and to TV in the summer of 2001. Between 2000-2002, even as the overall marketing/advertising budget declined 30%, switching advertising dollars from image/display ads to banner ads resulted in consumer awareness of YNHH increasing from 29% to 42%. Perception of YNHH as "the advanced medicine" hospital grew from 22% to 40% during the same period. The specific strategic and operational actions generated since the implementation of the program are detailed and the advantages and disadvantages of this banner advertising approach are discussed. Banner ads may offer an alternative approach for organizations to advertise their products and programs.

Advertising↗
PubMed2002

Improve your marketing effectiveness and net income through better prospecting.

Prospecting is the process of finding customers who are ready to buy and can generate high net income for an organization. Leads for prospects come from three categories of sources: (1) organization-initiated; (2) acquired leads; and (3) marketing activity-initiated leads. Findings from a study of academic medical organizations showed a modest use of effective prospecting by hospitals surveyed and that there are opportunities to increase database marketing efforts. The data suggests that prospecting and its companion concept of qualifying are not fully integrated into many healthcare organization's marketing strategies and tactics.

Academic Medical Centers↗