Thank you for taking time to read our e-newsletter and we hope you are using many of our tips to promote your hospice. We are on Step 7 – Distribute of 10 Steps for Effective Hospice Marketing. In past issues, we have discussed differentiating your hospice from other hospice organizations. By determining your key audiences and the messages they need to hear through expertly crafted communications, you are on the right road to effective marketing.

But even the most brilliant messaging will be ineffective if it doesn't reach the right eyes and ears. In this issue, we will discuss the importance of a strategic media plan and share some insights into the world of television and radio, as well as print and online publications. Regardless of the size of your city and the number of media outlets which cover your geographic area, every hospice should have a written media plan based on the goals and objectives of your campaign. This will ensure your dollars are being used wisely and that you will reach your target audiences in the most effective way. It also helps you to politely say "no" when media sales people show up at your door with another "offer you can't pass up!"

People relaxing at home in front of the television may not realize
the work that goes into deciding to air TV spots. But organizations who choose to advertise know there are strategic elements and decisions that must be considered. MORE>>

Insiders in healthcare use many acronyms and so does the advertising world. Take a look at these acronyms and see how many you know. The answers are just a click away. MORE>>

GRP – Gross Rating Points Click here for definition. >>
CPP – Cost Per Point >>
CPM – Cost Per M Don't know what "M" is? >>
DMA – Designated Market Area Do you know what yours is? >>
R&F – Reach & Frequency A simple calculation. >>

Many people and organizations have begun to use Twitter.com, a social media site which connects people with others utilizing 140 characters or less per message. But like lots of online chatter, "tweets" can be written by people of varying opinions.

Here are some random hospice "tweets" posted by users of Twitter:

"I love hospice…helping with last wish…listening to life's stories…
all love stories, really."

"Looks like Grandma is being moved to a hospice. I really hate having to visit hospices. It never ends well." (Editor's note: sadly, an uninformed tweeter)

"So sorry to hear about your Mum. I think that the staff in hospices is really brilliant at helping families deal with their fears."

"Do you know all hospices have bereavement counselors ... they are experts in loss and are wonderful community resources?"

Do you have plans to thank your donors or volunteers in November? It's a great time to send a quick e-mail, personal note or simple letter to donors or to do something special for your volunteers. One organization we know of works with a local turkey farm and gets a large load of boxed frozen turkeys delivered. A nicely designed Thanksgiving postcard is sent to donors, volunteers and nursing staff inviting them to "drive by" the office where volunteers are waiting to load a frozen turkey into their car. They have some fun and wear a turkey or pilgrim outfit and hand out suggested cooking tips and a few recipes. Everyone gets into the holiday mood.