PPB June 2018

Community Hospitals (defined as non-federal, short-term general and specialty) – 4,840 • Non-government-owned, non-profit – 2,849 • Investor-owned, for-profit – 1,035 • State and local government – 956 • Federal government – 209 • Non-federal psychiatric – 397 Other Hospitals (nonfederal, long-term care facilities and units within an institution) – 88 Source: American Hospital Association The Chest (PPAI 111653), notes that much of healthcaremarketing has becomemore focused in recent years on patient education. “The goal is, with the proper education, there is an opportunity to prevent future healthcare issues,” she says. “Education at an early age can instill [behaviors such as] better eating habits into adulthood, which then will provide a better quality of life.” Dobsch cites her company’s educational materials as an example of targeted healthcare marketing. Coloring puzzles that feature healthful foods, plates that indicate ideal portions and even placemats can help healthcare providers make the message last longer. Amber Burden, owner and marketing solutions advisor of distributor The Promo Element (PPAI 730221) in Irving, Texas, sees opportunities for healthcare promotions year-round. “Marketing that is focused on the healthcare arena often seems as though it has already been set up for us,” says Burden. “Every month of the year is dedicated to the awareness, research and visibility of those with specific health problems: February is American Heart Month, October is Breast Cancer Awareness Month and so on. “Each month has at least one health- related focus, which can—and should— be utilized in marketing,” she adds. “As advertising specialists, we should also make sure we are thinking outside the box. Health care is more than just doctors and nurses. Companies involved in research and development market to both patients and physicians. Pharmacies attend trade shows and participate in job fairs. Sometimes the key to success is simply using what we have already been given.” Cindy Baker, PR and promotions manager for supplier Heritage Sportswear (PPAI 177353) in Hebron, Ohio, adds that such special events in the healthcare industry are also opportunities to gift employees with memorable and functional products such as custom t-shirts. Market Snapshot U.S. Health Care By The Numbers Employment Statistics, 2017 Registered Nurses NUMBER EMPLOYED 2.9 million MEAN ANNUAL WAGE $ 73,550 Family/General Practitioners NUMBER EMPLOYED 126,440 MEAN ANNUAL WAGE $ 208,560 Physician Assistants NUMBER EMPLOYED 109,220 MEAN ANNUAL WAGE $ 104,760 Community Health Workers NUMBER EMPLOYED 54,760 MEAN ANNUAL WAGE $ 42,340 Health Educators NUMBER EMPLOYED 58,040 MEAN ANNUAL WAGE $ 59,010 Epidemiologists NUMBER EMPLOYED 6,870 MEAN ANNUAL WAGE $ 76,230 The National Association of Community Health Centers reports more than 1,400 health center organizations in the U.S. operate more than 10,400 clinics and mobile medical vans in urban, suburban and rural communities, serving nearly 26 million patients across all 50 states. Community health centers are also known as Federally Qualified Health Centers (FQHCs) and offer primary, preventive, dental and mental health services on a sliding-scale basis. Number of U.S. Hospitals Registered with the American Hospital Association (AHA) — 5,534 | JUNE 2018 | 53 GROW