Viewpoint: Strategies for Success

This blog features interviews with Donovan French and Kathryn Lovrien. A gray wave is poised to wash over this country thanks to the aging of the baby boomers, and it is a wave whose effects will be felt from coast to coast. Today, seniors are 15 percent of the American population, but in less than 20 years, adults 65 and older will comprise 22 percent of our citizens, according to the U.S. Census Bureau’s 2017 National Population Projections. Of course, there is a huge difference in the health status of those just turning 65 and people 30 years into retirement. That is why CHI St. Joseph Health in Texas is segmenting its senior population in order to ...
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As the nation’s medical system goes through a period of high uncertainty and disruption, Futurescan 2019–2024 brings together insightful experts and thought leaders to prepare hospitals and health systems for key trends that are shaping the future of health care. Following are highlights from the publication. Drug Crisis Michael Botticelli, director of the White House Office of National Drug Control Policy under the Obama administration,is currently executive director of the Grayken Center for Addiction at Boston Medical Center. In his article, Botticelli writes that “the nation’s opioid epidemic is one of the defining crises of our time and  ...
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Three years ago, Navicent Health, which serves central and southern Georgia, 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. Address opportunities for improvement in real time through patient-journey mapping. Defining ...
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This blog is sponsored by Comcast Spotlight As a health care provider, your continued success largely depends on patients having the confidence that you can deliver the high-quality care they need. A marketing strategy anchored in television and digital video advertising can help you foster an emotional connection and instill this trust in potential patients that may be seeking your services. Multiscreen Advertising in Health Care Video advertising offers several crucial benefits for health care providers: Influence – Television ads are shown to drive consumer action. Of people likely to change health care providers in the next ...
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In Health Care Marketing Plans That Work we look at the key reasons why marketing plans succeed or fail. Some of the nearly dozen reasons examined include: The degree to which the marketing plan is coordinated with the organization’s strategic plan and critical business plans. The resources required to support the marketing plan are not available or are not made available. The marketing plan is based upon flawed data or a poor interpretation of that data. Perhaps the most critical success or failure factor for any marketing plan is the degree to which the organization prioritizes the usage of marketing resources and then ...
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Health care mergers and acquisitions (M&As) have become a constant in recent years and there is no sign of a course reversal anytime soon. 2017 set a record with more than $60 billion in transactions. Although 2018 was a bit slower, activity is expected to remain strong and involve some of the industry’s largest players. If you haven’t been affected yet, the odds are that you will be (in one form or another) in the near future. It’s essential to be prepared. During the SHSMD Connections conference, M&A activity was a hot topic and the focus of a pre-conference workshop entitled “Navigating Uncertain Times: Building a Strategy to Survive and Thrive ...
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Effective January 1, hospitals are now required to publicly post their charges as part of the Centers for Medicare & Medicaid Services (CMS) hospital inpatient prospective payment system final rule for fiscal year 2019. The information must be updated annually or as needed. CMS’ previous requirement that hospitals allow patients to view chargemasters upon request falls in line with the trend toward more transparency. However, the updated guidelines are the first time CMS has specifically required hospitals to post chargemasters online in a machine-readable format. Knowing this significant change is sure to generate inquiries from the news media, the Georgia ...
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One of the challenges facing virtually all health care provider-based marketing functions is the interaction with organizational leadership in the C-Suite (though the composition of that group can vary significantly from entity to entity). How do we get leadership to value the role of marketing? How do we get them to provide strategic direction and prioritization for the usage of limited marketing resources? How to do we keep them OUT of tactical marketing operations unless necessary?  The following blog is derived from a new publication I authored for SHSMD entitled Health Care Marketing Plans That Work, 2nd Edition and looks at the role of organizational ...
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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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