Viewpoint: Strategies for Success

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Moving up to the C-Suite is an admirable goal, but it’s a long-term goal that requires strategic thinking and lots of planning. What kinds of characteristics are needed for those working in the C-Suite? Who gets promoted to those positions and why? Competency and Leadership Obviously, you don’t want anyone working at the C-Suite level who isn’t competent in their field, but to find out if you’ve got what it takes, you might need some help. According to Dr. Andrew Garman, CEO of the National Center for Healthcare Leadership (NCHL), when it comes to leadership we tend not to be good judges of our own skillsets. To have a good understanding of our ...
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Digital advertising—in the form of mobile marketing, search engine marketing, social media marketing, and more—is an inexpensive as well as effective way of marketing when compared to traditional methods. It’s important for healthcare organizations to keep pace with developments in digital marketing. Our Digital Strategy At UC Davis Health, a nationally recognized academic medical center in Northern California, we run two major, comprehensive media plans each year during our spring and fall open enrollment periods. These campaigns are designed to influence the preference of consumers to choose UC Davis Medical Group as their primary care provider, ...
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Act Fast or Fail Fast

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Imagine trying to manage strategic planning for a health system that has doubled in size in recent years, but lacks standardized business development processes to maximize growth opportunities. Then, imagine an extremely competitive consumer marketplace where two members of that same network are advertising for the same service in the same newspaper with no mention of the health system. That’s exactly the position the strategy team at Hartford Healthcare (HHC) found themselves in four years ago. They knew something needed to done—and done fast—to eliminate the duplication of planning efforts and inefficient use of resources. Rapid-Cycle Business ...
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Leaders in the midst of changing organizations and industries face numerous challenges to survive and thrive. And healthcare is certainly among the most turbulent environments—requiring significant leadership skills to manage the constant and complex forces of change. As hospitals and health systems seek ways to be nimble and adapt, the ability to lead organizations and teams through this journey will remain at a premium. Insights from the SHSMD Executive Dialogue On February 21–22, SHSMD hosted an exclusive opportunity for healthcare strategy and marketing leaders to engage in an executive dialogue about issues emerging in 2017 with impact well beyond. ...
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In healthcare marketing, service line campaigns are a great way to generate quick wins. Plus, with integrated lead management technologies, you can gather information on your campaigns’ performance and use it to show the downstream ROI of your efforts. But service line marketing isn’t all chocolate and roses – you still have regulations and channel-specific restrictions to deal with while you’re navigating the subtleties between cardiology, oncology, and women’s services. A one-tactic-fits-all solution doesn’t exist. Understanding best practices per channel and by service line requires time, experience, and a willingness to get in there and try something ...
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In 2013, Boston Medical Center (BMC) began a five-year strategy to recruit general internal medicine and family medicine providers for three reasons: 1) exceedingly long wait times throughout Boston for first-time appointments, 2) primary care patients feed specialty care, and 3) more covered lives were needed as new payment models entered the marketplace. An increase in providers would lead to more appointment availability—creating an opportunity to actively market these appointments to consumers. This required an innovative approach because of BMC’s unique patient population: 50 percent earn less than $22,000 per year; 80 percent are on Medicare or Medicaid; ...
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Using video as a component of any marketing campaign is smart, but how do you make a great video that will generate the response you are looking for from your target audience? Here are 6 key ingredients that will make sure you produce a great video to whet your viewer’s appetite. Story. Working in healthcare marketing, and in the healthcare industry there are great stories happening all the time. Someone can enter the hospital in a wheelchair and walk out on their own two feet. There is an amazing story behind something like that. However, it takes a certain set of skills to be able to identify these stories and turn them into videos that resonate ...
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The Digital Age we now live in has completely revolutionized, not only how people talk to each other, but how businesses interact with their consumers. A survey conducted in 2015 by Moz and Factl found that almost 2/3 of millennials block ads , which means companies need other ways to reach prospective consumers. Even companies not currently targeting millennials or subsequent generations need to be aware of this trend because, as millennials age, the nature of advertising will continue to change. On the other hand, a separate survey conducted by Twitter in 2015 found that 40% of respondents bought an item online as a result of having seen an influencer ...
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In 2015, The University of Vermont Medical Center (UVMMC) became one of the first health systems in the nation to focus on creating exceptional patient experiences using human-centered design. Much more than a traditional graphic or product design group, the human-centered design team at UVMMC promotes an expanded notion of design that positions it as a powerful strategic and creative problem-solving methodology within the complex healthcare environment. According to Jeremy Beaudry, experience design strategist, projects span the design of processes, services, environments, website interactions, communication materials, and tools that support patient ...
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People Google everything. Anytime they want to know anything, their first move is to Google it. Whether they’re looking up their symptoms or healthcare centers near them, chances are the massive search engine will be their first stop. That means knowing how to use Google’s algorithms to your advantage is your best bet when it comes to getting in front of your customers. According to a survey conducted by Google in 2015, Google has the highest number of views from people looking for information on healthcare. YouTube came in second, increasing their viewership by 38% from 2010. The survey also found that about half of the people looking for healthcare information ...
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Whether you love them or hate them, millennials are here to stay and they’re changing the way everyone does business. Those who don’t change along with the times will get left behind, so here’s what you need to know about how millennials are influencing the healthcare industry. The Millennial as Consumer The vast majority of millennials are still receiving health insurance through their employer, although many are benefiting from the Affordable Care Act’s provision that lets them stay on their parents’ plan until they’re 26. Since employment rate for those just entering the workforce continues to be low, this provision has been a literal lifesaver ...
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When we think of human connection, not many people think about our doctors, but we should. The stereotype of the doctor is of someone with a stoic expression wearing a white coat and reading our information off a clipboard – not exactly an image that invites intimacy. Likewise, nurses and CNA’s can be overworked, making them short with patients as they try to complete all their tasks before the end of their shift. It’s no wonder people say they hate hospitals and continue to lie to their doctors about what they’re really doing, eating, and experiencing. But if people aren’t honest with their doctors, they can’t get the care they need. Northwell Health identified ...
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I’ve been noticing lately that Yahoo has been consistently outperforming Facebook in terms of total website clicks on UC Davis Health’s call-to-action campaigns. Every advertiser knows that Facebook is highly efficient and the first place to run ads on a limited budget, but upon closer inspection, Yahoo seemed to significantly produce higher results than Facebook in nearly every campaign. Why was this? CRT vs CPC On first glance, it’s clear that Yahoo’s click-through rates (CTRs) were lower than Facebook’s. However, Yahoo more than makes up for it on impressions delivered and significantly lower cost-per-click (CPC). The table below lists several ...
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Health systems can most effectively strengthen their organization’s patient experience by addressing patient access across multiple points of entry. An elevated patient experience leads to increased patient conversion and retention, as well as a fully leveraged provider network based on the specific clinical expertise available within it. Standardizing referral management processes and streamlining their provider data management both go a long way in terms of enabling a positive, consistent patient experience around access to care. Tangible key steps to take to enhance the patient experience at your health system include: Determining ...
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In the world of healthcare marketing, we go through phases where certain genres of marketing, specific techniques, and strategies take on a faddish quality. Right now, two areas getting a lot of attention are content marketing and brand journalism. Social media had that same impact years ago when it first came on the scene. Within the industry, there was a lot of focus on social media adoption by hospitals and health systems; although honestly, few were concerned about using social media tools strategically. The initial buzz was more about getting on the bandwagon—with not enough attention given to strategy and supporting the organization's objectives. Today, ...
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Managing the development and execution of strategy across your organization can be tough, but with an Office of Strategy Management (OSM), you can better set your company up for success in achieving your business goals. It’s no secret that strategic performance suffers when there’s a disconnect between strategy planning and deployment. Successful companies have realized that effective strategy execution requires cascading corporate strategy in a way that aligns executives, business units and employees to common goals. But how do you accomplish that? With an Office of Strategy Management. This department, helpful in healthcare organizations ...
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Every parent has questions from the time they first conceive all the way through the college years. With “Dr. Google” and well-meaning friends and family, parents are often inundated with answers, some of which are incorrect. How can hospitals help parents find a great doctor? To meet the challenge of keeping families as patients once they become parents, Nebraska Methodist Health System —the market leader in obstetrics—developed a non-branded strategy that highlights the knowledge of its obstetricians, pediatricians, and family medicine physicians. In late 2011, Nebraska Methodist launched a unique website branded distinctly separate from the health ...
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With a 19.8% increase in the amount of time people spent consuming online video each day in the last year, the resulting rise in demand for video is explosive. Between a day at the office and checking your social media accounts, you’ve probably watched several videos today. But did you know the retention rate for visual information can be as high as 65 percent while text is only 10 percent?  From your leadership to your competitors, everyone understands the need to produce more video content. If you want to be a video content hero, the good news is you have a treasure trove just waiting to be accessed. For marketing leaders in the healthcare industry, ...
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​ Understanding and using the customer/patient journey to develop key messages and materials has been a major part of the healthcare marketing field for years. But as David Edelman and Marc Singer of McKinsey and Company point out in their Harvard Business Review article, Shaping the Digital Customer Journey, marketers must take a more active role in shaping the journeys that our customers take online, rather than merely following customers along their consumer decision-making process and hoping for the best. One of the most effective ways to shape the path consumers take is content marketing. Content marketing uses high-quality, valuable content ...
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In the digital era, patients have the resources and savviness to take an active role in their health and wellness. According to Pew Health Online Research, 35 percent of US adults have gone online to investigate a medical condition. And of these, half followed up with a visit to a medical professional. But with the tight restrictions placed on patient information and privacy, delivering on the promise of a customer-friendly digital experience can be difficult. So, how can healthcare organizations capture those who are primed to receive health information online? The First Step Is Discovery. St. Luke’s Health System, Idaho’s largest not-for-profit ...
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