Medical Journal Houston Vol. 10, Issue 10, January 2014

Legal Affairs: Staying informed: How to avoid liability for exclusionary violations, see page 4

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The Leading Source for Healthcare Business News
January 2014 • Volume 10, Issue 10 • $3.50

Special Report: Marketing your medical practice

Marketing Automation: The New Frontier
INSIDE
▼
MD Anderson teams up
with Pfizer
see page 15

INDEX
▼
Financial Perspectives.......3
Legal Affairs......................4
Technology.......................5
Integrative Medicine.........6
Hospital Headlines...........8
Physicians’ Forum.............9
THA................................14
Pharmaceutical
Forefront.........................15

By Virginia Stovall,
President, Stovall
Medical Marketing
Internet marketing can be a
daunting task for healthcare
providers. According to a
Pew Research survey, 72% of
patients rely on online information when
choosing healthcare products and services.
The importance of accurate marketing
cannot be ignored. With the constant
stream of data from various marketing
solutions, multi-channel sources, and
patient electronic management systems, the
pressure mounts. How can you organize
data and manage patient care while gaining
the best return on your investment? A
solution is available.
For all medical environments—whether
enterprise level hospital or physician
practice—the rise of marketing automation
ushers in a new era of internet marketing.
Prior to the introduction of marketing
automation, website analytics tools
have been the standard mechanism to
assess internet marketing campaigns and
website performance on an aggregate
level. Marketing automation is the
next progression in internet marketing,
capturing the individual visitor level data
and correlating it to their preferences and

website behaviors. Gone are the days of
bombarding consumers with information
you think they want and need. A key benefit
of marketing automation is the ability to
deliver quick responses to search queries

and capitalize on consumer’s sentiment in
a changing environment. Relationship and
customer experience management are key
to the successful healthcare practice of the
Please see MARKETING page 16

...............................................................
The Harvard Medical
School Guide to Tai Chi
see page 6

. . . . . . . . . . . .

Breaking Ground: UTMB to expand research
with $42 million facility
The University of Texas Medical Branch at
Galveston will expand its current research

facilities to include 93,000 square feet
of critically needed space for its growing
research activities.

The University of Texas System Board of
Regents recently approved the amendment
of the UTMB Capital Improvement Plan to
include a $42 million addition to its research
facilities at Building 17 on the Galveston
campus. The approved action also allocated
$30.5 million of Permanent University Fund
proceeds, which will augment $11.5 million
in bonds to fund the $42 million project.
“We are extremely grateful for the Board of

Regents’ continued investment in UTMB
and its Galveston campus,” said Dr. David
L. Callender, president of UTMB. “This
project assures the future of our world-class
research enterprise and provides us with
state-of-the-art facilities that are resilient
and that support our institution’s strategic
mission.”

The ground floor of the six-story facility
will house non-critical functions such as
a lobby and meeting space, in compliance
with UTMB’s post-Hurricane Ike mitigation
standards. Two floors will house research
Please see BREAKING GROUND page 12

PRSRT STD
US POSTAGE
PAID
HOUSTON TX
PERMIT NO 13187