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Publications

Barbara Long is a contributing editor to Strategic Health Care Marketing and frequent writer for eHealthcare Strategy & Trends. For copies of the following articles contact either publication at www.strategichealthcare.com.

Strategic Health Care Marketing

• "What Do Women Want in Health Care? Everything," September 2006
• "Health System Attempts to C-Brand Cardiac Services," June 2006
• "Curing Customer Dissatisfaction by Treating the Cause - Not the Symptoms," November 2005
• "Arthritis Gains Foothold in National Spotlight - Clues to How Health Care Providers Can Assist Communications Effort," July 2005
• "Market Share Is Not Sustained by Reputation Alone," March 2005
• "Wound Care: Financial Winner or Loser? Profitability Depends on Host of Factors and Markets," February 2005
• "Marketers Find Mass Customized Communications Easy to Implement," January 2005
• "Trendsetters Market Health Care As an ‘Experience’ Not a Process," November 2004
• "Anger Over Confusing Health Care Bills Launches National Improvement Effort," October 2004
• "Marketing to Your Own Physicians and Boosting Patient Satisfaction: Suburban Chicago Hospital Offers a Focused, Very Personal Touch," September 2004
• "Turn an Aging, Unhealthy Workforce into a Profit Center Soliciting and Building Employer Relationships," July 2004
• "The Many Attempts to Lift The Clouds of Confusion from Medicare Modernization," May 2004
• "Does Anybody Care About Health Care Consumer Report Cards?" March 2004
• "Events Yield Big Results," February 2004
• "Winning Is Just the Beginning: Leveraging the Baldridge Award," November 2003
• "Patient Opinion Goes Public," May 2003
• "Case Study: One Health System’s Attempt to Explain the High Cost of Health Care," February 2003
• "America's Emergency Departments: Caught in the Gridlock," December 2002
• "Pumping Life into a Failing Heart Program," September 2002

eHealthcare Strategy & Trends

• "Trailblazers Experience Hit-and-Miss Results with Cyber Communities," April 2006
• "What the Arrival of Paperless, Wireless, and Film-Less Hospitals Mean," June 2005
• "Frustration Leads to Paperless Referral System," March 2005
• "E-newsletters Set Stage for Future of Personalized Communication," November 2004
• "HIPAA Privacy: One Year Later," August 2004
• "Ascension Health Unveils Portal for Innovation: A Healthcare, Not Web or Even Technology, Strategy," April 2004
• "Cyber Communities Offer Unique Opportunity to Connect with Patients," November 2003
• "Grief Support Lacking on Hospital Web Sites," August 2003
• "Personal Health Portals: Is Your Organization Ready?," February 2003

Other Publications:

• "How to Avoid Common Web Mistakes," PR Tactics, Public Relations Society of America, November 2002
• "View from the ICU:  PR's Role in Changing Bedside Behavior and Restoring Trust," PR Tactics, Public Relations Society of America, August 2002
• "109 Great Web Ideas for Hospitals," Spectrum, Society for Healthcare Strategy and Market Development, June 2002
• "Look Before You Leap To Avoid Common Web Mistakes," Jefferson City Business Times, June 2002
• "Remove the 'R' from Retailing and You've Just Opened a Second Location," Jefferson City Business Times, December 2001
• "View from the ICU:  PR's Role in Changing Bedside Behavior and Restoring Trust,"Spectrum, Society for Healthcare Strategy and Market Development, September/October 2001