Viewpoint: Strategies for Success

Written by Christopher Cornue and Cyndey Costello Busbee with Navicent Health Three years ago Navicent Health identified four key objectives that would guide its strategy to become the health system of choice for consumers. One of these is “Engaging consumers in meaningful ways” with a focus on understanding Navicent Health’s various types of patient cohorts and what motivates them when seeking health care. Specifically, the strategy team wanted to understand the value proposition for each patient cohort, determine if Navicent Health was delivering on that value proposition and address opportunities for improvement in real time through patient-journey ...
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This is the third in a multi-part series of blogs presenting examples from around the country of how health care marketers are playing an integral role in deploying effective and innovative population health strategies for their organizations.  (Read part 1 and part 2 here). Information-Motivation-Behavioral Skills Model There are a number of theories and models that marketers can use to help their organizations change the behavior of members of their community and thereby improving health. One such model is Information-Motivation-Behavioral Skills Model (IMB), introduced in 1992 by Fisher and Fisher as a means of changing risk behavior related ...
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The investment at the beginning of any new endeavor, like starting a clinically integrated network (CIN), can seem daunting. In 2017, Anne Arundel Medical Center (AAMC) set out to build one. While the actual network was in development, AAMC approached Strategic Design Studio to develop a communications plan to articulate its value, promote adoption and get everyone on board. The initial request was for key messages and marketing communications materials to drive awareness of the CIN. We knew exactly where to start: with a comprehensive Facilitated Discovery process. The goal of this process is to answer the four simple questions that build a solid communications ...
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As I was packing for the trip to SHSMD Connections, my son decided I needed someone to keep me company. So he handed me a plastic dinosaur named Spiney, a ferocious looking beast who made the trek in my carry-on bag and roamed room 1412 at the Sheraton Seattle Hotel. A week after the conference I was reviewing the sessions I’d attended in order to present information on what I’d learned to my team. While there were a variety of themes throughout the sessions, I realized one stood out – change in health care is not only inevitable, it’s already happening. And in order not to suffer the same fate as Spiney’s species, we need to adapt or become extinct. ...
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The Society for Healthcare Strategy & Market Development (SHSMD) has announced Larry Margolis, managing partner at SPM Marketing & Communications in La Grange, Illinois, is the recipient of the 2018 SHSMD Leadership Excellence Award. The award is the highest honor a member can receive from SHSMD. Margolis was selected for this award based on outstanding achievements in the following areas: Innovation in the practice of the strategy disciplines. Enhancement of the profession. Exceptional personal qualities and leadership abilities. Career achievements and progression. Stewardship. In the words of his nominators: “Larry ...
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A week later and I’m still coming down from the high of being at SHSMD Connections 2018 and revisiting all of the wonderful and informative sessions and speakers. Usually, when asked about takeaways from a conference, my answer is around a certain session and how the concepts can be taken back and applied to my own organization, or how networking sparks new ideas based on what our colleagues have been doing. It’s always comforting to hear about others who have some of the same challenges that we do. Don’t get me wrong, there was plenty of that taking place over the few days of the conference, but the overarching high-level concepts are what resonated with ...
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SHSMD Connections 2018 wrapped up this week in Seattle. It was a four day event (five days if you count the preconference events) that provided the latest information and trends with key takeaways for members to apply in their own organizations and careers. But rather than us telling you all about it, hear it straight from our member and attendees! Lessons from the Shark Tank for Healthcare Marketers How to Escape the Fate of Dinosaurs Looking Back at #SHSMD18 With a Sense of Optimism Taking the Temperature of Healthcare: SHSMD Connections 2018 Reflections on the SHSMD Annual Conference 4 Key Takeaways from the 2018 Society for ...
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The health care marketing world is rife with well-engrained processes, vendors and “traditions.”  For years, branding and awareness campaigns were all that was “needed” – we would put up billboards, secure a few solid television spots and plaster ourselves over local radio and print.  However, with the advancement of digital strategies and technologies , marketing funds started to shift from traditional tactics to inbound tactics – search, social and display.  It’s a golden age in health care marketing , with more robust attribution, deeper audience segmentation and top-of-the-line technology.  Yet, as the use of digital marketing continues to grow, ...
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Written with Kathleen Lewton Employee engagement is a critical challenge for today’s health care organizations, with the recognition that employees have significant impact on the organizations’ performance in the areas of: Quality Safety Patient and family experience and satisfaction Productivity, efficiency All of which roll up into a high performing organization. Many “hot” new employee engagement tactics emerge and fade, but few have more long-term impact than an approach that may seem old-fashioned: face-to-face information sharing and dialogue between employees and their supervisor. Data from research on internal communications ...
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It is a question most physicians in private practice face: How are we going to acquire more patients? The best answer is by generating more referrals from physicians in your market. That’s where a solid referral marketing game plan comes into play. Building relationships with potential referring physicians will form the basis of your marketing efforts. If physicians and other health care providers in your area do not know of you, your partners or your ambulatory surgery center (ASC), how will they know you can be a resource for them and their patients? Consider these critical pieces of your referral marketing game plan. Prioritize Your Contact ...
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As health care continues its rapid transformation, a growing number of hospitals are expanding their efforts to improve the health of the communities they serve. How can marketing and public relations practitioners help their organizations make a measurable difference in population health? At Onslow Memorial Hospital (OMH) in North Carolina, Amy Cain-Sousa, senior vice president of public relations/marketing, has found that creating an online community dedicated to wellness can be an effective first step. Initiative Promotes Healthy Weight Loss. Located in a region with a high rate of obesity, the 162-bed hospital has made a commitment to improving ...
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Located in a competitive hospital market, the marketing team at Dayton Children’s Hospital knows that providing an exceptional patient experience and gaining market share starts with having a highly engaged staff. When marketing leadership concluded several years ago that a brand study was needed to reposition the hospital, the study showed that only 78 percent of employees would be extremely likely to recommend Dayton Children’s; and only 84 percent said it was the best pediatric hospital in the area. “We were in a significant competitive situation in which we absolutely needed our employees to recommend us and rate us as the top pediatric hospital ...
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Three out of four hospitals or health systems consider themselves to be in an extremely or very competitive environment. Another 20 percent consider their environment to be somewhat competitive and only 4 percent say that their environment is not at all or not too competitive. (Source: By the Numbers 6th edition. )   Almost half of all hospitals consider merger and acquisition activity in their area to be extremely or very extensive and only 3 percent say that it is not at all extensive. (Source: By the Numbers 6th edition .) In 2017, one in three hospital executives thought it at least somewhat likely that their hospital or health system would ...
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It’s easy to see the summer months as a time to regroup, catch your breath and get set for big push to year-end. But there's no need to slow your pace as the year winds down. The “quieter” summer months are a good time to formulate a plan to keep and/or build momentum with traditional and digital marketing for the remainder of the year and into 2019. Below are easy and low-risk, high-reward ways you can set a plan in motion that will allow you to shine this year and beyond. Pick one impactful thing that you can do before year end and have at it. Options to consider: Reimagine your marketing department as a consultancy. Just like an outside ...
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This is the second in a three-part series of blogs presenting examples from around the country of how health care marketers and communicators are playing an integral role in deploying effective and innovative population health strategies for their organizations. An Ounce of Prevention The World Health Organization challenges us all to take the concepts of health up a notch by focusing not merely on the absence of disease but rather on a “state of complete physical, mental, and social well-being.” We’re all aware that keeping people well and out of the hospital will be an imperative for health care organizations in the future. Of course, we will ...
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By Kriss Barlow and Kathy Dean In today’s health care landscape, it’s never been more important for leaders to closely communicate with physicians and keep them abreast of key hospital and health system priorities. And yet a 2016 Advisory Board Company toolkit called out the fact that over half of physicians report they’re not kept informed of their organization’s strategic plans. 1 Fresh off a recent lively discussion on the topic with the medical staff at University of Iowa (UI) Health Care, here are ten steps you can take to bring focus and best practices to your physician communications. Make sure information is relevant. Don’t ...
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In recent years, marketing has transitioned from one of the least to one of the most technology-driven fields in health care. Why? In part, because savvy marketing leaders recognize that engaging with patients has moved into the digital world. And the statistics back this up: Sixty-four percent of patients use digital devices to manage their health (MobiHealthNews). Sixty-two percent of smartphone owners use their devices to look up information about a medical condition and/or treatment (MDConnect). Ninety percent of patients are willing to share their wearable health device data with their doctor or nurse (Accenture). Forty-eight percent ...
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I sat down with Penny Cowden, executive director of the Columbia Memorial Hospital Foundation, to pick her brain on the synergy possible between marketing and development teams at not-for-profit hospitals. Penny began her career at Weyerhaeuser Company in marketing, communications and business development. She transitioned to health care philanthropy in 1993 and has since held executive positions at major health systems and institutions in Washington, Colorado, Virginia and Arizona. She serves on the National Association of Nonprofit Organizations and Executive’s board of governors and is known as an expert in donor communications. Felicia Struve ...
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The Huggins Hospital Strategic Planning Success Story In 2017, Huggins Hospital in Wolfeboro, N.H., had a fairly new leadership team and an outdated strategic plan. Given the ever-changing health care environment, the plan needed to be updated to reflect the new landscape. The team realized it would be valuable to bring in an outside partner, so they asked Stratasan to guide them through the process. Huggins had a few goals in mind for the planning process: Diverse input and organization-wide buy-in Creation of a new mission, vision, and values Completion of the entire planning process in six months Stratasan worked closely ...
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In response to consumer demands for simple, affordable service, Jefferson Health—a health system in the Philadelphia region that includes 14 hospitals—is building a value-based care business model through a robust telehealth program entitled JeffConnect that spans the care continuum. (See figure 1). The JeffConnect Solution Using smartphones, tablets, or computers equipped with a webcam, JeffConnect allows physicians to collaborate on care and consumers to see providers without having to go to an office, clinic, or hospital. Via secure online video, patients meet “face-to-face” with providers for a broad range of issues, including minor illnesses ...
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