Viewpoint: Strategies for Success

Why are marketing tools, techniques and approaches so important to transforming health care? In a Business of Healthcare/SHSMD collaborative video and podcast, Zeev Neuwirth, M.D., chief clinical executive for care transformation at Atrium Health in Charlotte, North Carolina, said, "The field that really understands what people want and need is the field of marketing." Neuwirth, author of recently published Reframing Healthcare — Roadmap for Creating Disruptive Change , describes the "marketing mindset" that health care organizations need to adopt to thrive in the face of change and new entrants.  Neuwirth described health care as fundamentally about ...
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In a Business of Healthcare/SHSMD collaborative video and podcast, Mark Jannone, senior director of Banner Health's Banner Innovation Group, described Banner's digital triage pilot that increased Banner's Net Promoter Score (NPS) among patients participating in the pilot by 40 percent, reduced inappropriate emergency department (ED) visits by 35 percent and almost halved ED wait times. This is one of the Innovation Group's projects to promote health while increasing patient recruitment and engagement, supporting Banner's business development endeavors. Reducing inappropriate ED use and patient frustration The app asks users about their symptoms and ...
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Rural health care providers operate in conditions of tremendous uncertainty, uncertainty that affects their local communities' access to affordable high-quality care. Northern Maine Medical Center (NMMC), which serves rural, lower-income community of approximately 15,000 people near the Canadian border, sees diversification as a key strategy for the hospital and the community's well-being.  Convenience, Affordability and Post-Discharge Medication Compliance In response to local need, they developed an inpatient psychiatric unit, partnered to offer home health care services and purchased a long term care facility. Their latest acquisition, a retail ...
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By Alan Shoebridge Continuous learning and professional development are crucial to career success. However, taking the time to learn in between emails, calls, meetings and countless other daily distractions is extremely challenging. Attending a conference in person removes you from many typical distractions and commitments and provides an ideal opportunity for learning. Your primary task is to be present and absorb information. So how can you make the most of what you learned and ensure it sticks with you after you return home? Here are four strategies I have used successfully and am currently working through after attending this year's ...
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While three Cs and three Ds look bad on a report card, they looked great at SHSMD Connections (another "C"). The three Cs that emerged from attendee reflections are consumerism, change and caring and the three Ds are disruption, digital and data. Add an "I" for innovation just for extra measure. All of these are interdependent factors. You can't have consumerism without caring, you can't respond to disruption without data and you can't face disruption unless you're ready not just for change but to change. And innovations is the theme that runs through them all. Here are some of the especially thought-provoking responses to our request for key takeaways ...
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By Rose Glenn Following a conference, it's normal for my mind to race from all of the ideas generated and lessons learned. But this time, it was different. The messages of the keynote speakers at the SHSMD Connections Conference resonated with me in an unusual way. Rather than thinking about digital strategies and population health, I was reflecting on how often I express gratitude, whether or not I am regularly demonstrating kindness in my words and actions and if I'm truly listening when others talk. This was not your mother's conference! Shabnam Mogharabi of SoulPancake talked about the fact that people are craving positivity. We need to ...
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SHSMD Connections 2019 featured inspirational keynotes and informative sessions on the latest trends in health care strategy, hospital and health system marketing, business development and communications. Keynote speakers included Shabnam Mogharabi, CEO and executive producer for media company SoulPancake, who offered insight on connecting with people through social and online messaging that celebrates personal and professional purpose; Jon Meacham, presidential historian and Pulitzer Prize-winning author; Sekou Andrews, creator of Poetic Voice; Zeev Neurwirth, M.D., senior medical director of population health for Atrium Health and Carla Moore, vice president ...
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Ramon Soto, Chief Marketing Officer at Northwell Health, was tasked with creating a new website that would lead to greater consumer recruitment and engagement. The first step was a year's worth of research and strategizing on consumer and patient needs. The New Site's Mission Statement After a year's worth of research and strategizing, the team identified the elements that would fulfill these needs. The new website, called The Well, included these features. Dear Doctor.  A new take on the classic and still successful advice column format. So You're...  Profiles of people undergoing procedures from a first-person point of view. A Day in the Life.  ...
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By Lewis Sanderow and Kara Coates How can a health care organization stand out from the thousands of marketing messages consumers encounter daily? OhioHealth, a 12-hospital health system in central Ohio, used experiential marketing – creating experiences that engage consumers – to accomplish exactly that. In 2018, OhioHealth opened seven freestanding emergency departments (EDs) throughout its service area. The system’s goal was to ensure that patients made the right choice among primary, urgent or emergency care when they needed medical attention. OhioHealth had to suit the medium to the messages and go beyond direct mail, open house events or other ...
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Tapping Millennial Values to Drive Health Care Engagement By Julia Brady and Amy Ferguson Millennials are now the largest living generation. And according to Pew Research, among the most educated, the most diverse, and, perhaps surprisingly, the most loyal to their employers compared to previous generations. Wait a minute, isn't this the cohort referred to as the "me generation" in years past? Values as a path to engagement Well, yes, but let's take a different perspective. When viewed through the lens of core values, the focus on self is more likely rooted in a millennial's desire for authenticity. According to an article in Inc Magazine, ...
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By Tara Raeber Vail and Gur Tsabar If the best advertising is the kind money can’t buy, then surely the best advertising for a health care network is the kind that comes straight from a patient’s heart.   Take new mom, Michelle M., for example, who recently gave birth to her youngest child at Ascension, but who became worried when her labor stalled, and her birth plan turned into something unplanned.  “ I knew my OB was great, but it was the nurses who really blew my mind. She knew I didn’t want to have a C-section, so she pulled out all the stops. She coached me, she encouraged me, she pushed me along. And when the doctor came back an hour later, I ...
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Designing for Change

We’ve all seen the movies in which the hero or heroine comes up with a brilliant idea to solve a pressing problem, the idea gets immediate opposition, the lead persists in the idea and then the brilliant idea ends up saving the day. It’s a great movie plot but like most movie plots, it doesn’t really resemble real life situations. More often in the real world, people come up with great ideas and others nod along but when everybody walks out of the meeting or closes their email, the great idea goes no further. Source: Erwin, Kim. 2014. Communicating the New: Methods to Shape and Accelerate Innovation. Hoboken, New Jersey: Wiley. In today’s environment and ...
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Today marks a new era for SHSMD, as we launch our new brand and website. The changes you see represent more than just a new color palette, creative design, logo or typeface. They are designed to reflect who we are today and our commitment to positioning our members for the future of a rapidly transforming health care field. As health care has evolved, so have you, our members – and we have too! Over the last several years, we’ve worked to provide you with the enhanced programs, tools and resources you need to advance both your career and your organization. “Rapid change is the new normal in health care, and it’s vital that SHSMD’s brand stays current and ...
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By Mimi Rasor and Allison Neikirk It happens at every organization: over-reporting. Teams create reports, then more reports and even more reports, each with their own format and level of detail. Then when it comes time for strategic planning or leadership team meetings, it’s nearly impossible to combine all the pieces to create a single point of view. Teams are pulled off their already burgeoning workload to pull together information for yet another report. Piles of insightful, informative data is set aside by marketing teams that don’t have time to sift through it. The future of millions of marketing dollars is thrown to chance without ...
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Written by Amir Dan Rubin In light of the changing health care environment, there is a growing trend toward health systems aligning with doctors and growing their physician networks. In fact, the latest Society for Healthcare Strategy & Market Development Futurescan survey of health care leaders across the country found that 76 percent of respondents are expanding their networks by more than 25 percent or are likely to do so by 2024. Additionally, 75 percent indicate they are operating their networks at a loss or are willing to do so to achieve broader strategic objectives, such as: Aligning more attributable lives with their ...
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Why are novels or dramas like 1984 , Brave New World or The Handmaid’s Tale not just best-sellers but powerful cultural icons? Why do people with concrete visions of what they want to achieve succeed so much more often than those with vaguer wishes? Because each of them uses carefully crafted depictions of possible futures that grip us mentally and emotionally and fill us with determination to change the present to avoid or to bring about that future. Scenario planning can prepare your organization for what’s ahead by taking advantage of the same power of vision and storytelling to help your hospital or health system understand trends and their consequences, ...
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Today's consumers expect the same transparency, convenience and personalization from their health care providers that they receive from retailers and banks. And that's not happening, according to Brian Wynne, vice president and general manager of NRC Health in Lincoln, Nebraska, and Edward Rafalski, Ph.D., senior vice president and chief strategy and marketing officer of BayCare Health System in Clearwater, Florida. NRC Health's own market research of more than 300,000 health care consumers from the 200 largest markets in the United States shows that 40 percent of respondents say they have no loyalty to one hospital or health system, while 80 percent would ...
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If you're a marketing leader, when was the last time you made a pitch to the C-suite for a budget request or to propose a new idea or campaign? Marketing consultant Rob Rosenberg, president of Springboard Brand & Creative Strategy, Ltd., in Chicago said these situations can be challenging because “there often is a disconnect between what marketers provide and what CEOs want.” Paul A. Szablowski, an independent consultant and former senior vice president of brand experience at Texas Health Resources in Dallas, agrees. "Seventy-five percent of CEOs want their chief marketing officer (CMO) more focused on return on investment and new customer acquisition," ...
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Virginia Commonwealth University (VCU) Health in Richmond is successfully using Facebook Live to stream interviews, behind-the-scenes tours and other events. "According to Smart Insights, live streaming generates three times the number of viewers,” said Keith Kaufelt, VCU social media specialist, who also added that it results in 10 times the amount of engagement as pre-recorded video. Cynthia Schmidt, marketing chief at VCU said the benefits of the platform include: Improved visibility. Facebook Live is prioritized on the platform, providing an organic method of getting your brand into follower feeds. Shared content. The marketing team ...
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As medical care continues to shift from inpatient to outpatient settings, there has never been a more important time for health care organizations to transition to an ambulatory care 2.0 strategy. “Our vision for ambulatory care at RWJBarnabas Health (RWJBH) in New Jersey is to be the driver of change, innovation and growth for our entire health system,” said Annie Steelman, vice president of system strategy. “We view ambulatory care as the foundation for future sustainability by helping us secure covered lives, manage population health and create preference among consumers by meeting their needs in a retail setting.” A Tiered Approach In order ...
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