Viewpoint: Strategies for Success

One thing all healthcare organizations can agree on is that the COVID-19 pandemic accelerated the adoption of the “digital” world. They were tasked with re-envisioning their digital strategies to meet the new demands. A key part of this transformation? Getting buy-in from staff… everyone from administration, to physicians, to marketing team members. “You need the bandwidth, the people, to get from here to there. Understanding where your staff is, understanding what they're going to need in order to be successful with this next stage of things, that’s become a huge gap in the way organizations are trying to assess operations right now,” states Ben Dillon, ...
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No matter how much an organization prepares for an active shooter situation, there are still actions that have to be implemented “in the moment.” Such was the case for the Allina Health Urgent Care–Buffalo Crossroads clinic in Buffalo, Minnesota, in February of 2021. While the onsite employees were navigating this terrifying situation, the marketing department also had an important job to do. “From getting that initial call I was just thinking, ‘What can I do and what can our team do?’ So, one of the things we did is handle boots on the ground. That's what we needed to do. It was getting a message out to the community, getting with the spokesperson, the ...
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It’s hard to imagine that anyone “escaped” the COVID-19 pandemic without a financial, health, or personal impact. Behavioral health, in particular, has suffered greatly. Even individuals who may have been considered “well adjusted” struggled with their mental health. Dr. Harsh Trivedi understands just how severe the consequences of the pandemic have been—and how those effects will continue into the future. “Whether you're a part of healthcare, whether you're in the general community, regardless of what you do, the behavioral health impact is going to be huge. That's important, because we know of the substantial relationship between overall health and behavioral ...
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Derreck Kayongo Founder of the Global Soap Project Who could have imagined that something as simple as “soap” could be so empowering? Well, Derreck Kayongo did just that. Kayongo is an entrepreneur, CNN Hero, and Founder of the Global Soap Project. He recently was a keynote speaker at the SHSMD Connections 2021 annual conference in San Antonio, sharing his session, “Reimagining Diversity and Inclusion: a Pathway to Courageous Conversations.” His story is inspiring, to say the least. “It’s a story about a young man who grows up around very innovative parents. And one of the things they do is make soap. He becomes enthralled in the middle ...
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Connections is a common theme in health care especially in the last year due to the pandemic, where remote work and virtual conferences made a debut. Can you make a lasting impact and connection while dialing in to a meeting or conference from the comforts of your home? Speakers and attendees experienced just that and made lasting impressions last week as SHSMD engaged its members through its virtual conference, October 20-21.  Attendees joined a variety of high-quality sessions by attending a virtual networking mixer, 50-minute breakout sessions, and keynotes across the two days.   Attending conferences – virtual or in person – is a significant investment. ...
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Most industries try to keep their business practices and tactics under wraps, so the competition doesn’t pick up on their “game plan.” This is not necessarily the case in the healthcare industry—particularly when it comes to marketing and consumer- and physician-facing communications. “In healthcare, we all have the same mission, same objective. We're all trying to serve the consumers in our markets and provide them with good quality care. If you're the leader of any team, any organization, you need to be able to measure what you're producing, and benchmarking is one way to do that in a comparative fashion,” states Pete Miller, Division Administrator of Marketing ...
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Two things — and price and convenience aren’t among them — can cause even satisfied patients to switch providers.  Empowered by the continued rise of consumerism in health care, 60% of consumers say they would switch to another provider for more trust and respect, according to a recent  Huron Consulting Group study . This is despite the fact that 75% of consumers are satisfied with their care.  Trust and respect are by far the leading reasons why patients would try a new provider, despite the ongoing efforts of both providers and disruptors to bring consumer-oriented conveniences to health care. Furthermore, trust and respect outweighed conveniences like ...
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Many hospitals, health systems, and other medical facilities are moving procedures typically addressed in an acute care environment to an ambulatory setting. There are varying reasons for this trend, according to Ross Swanson, Chief Operating Officer at Corazon, Inc. First and foremost? The patient. “There are a lot of patient requests for easier access to care,” states Swanson. “Put yourself in the shoes of a patient who needs to have a complex service done, that can now be handled in these new environments. There's a consumerism aspect to it.” Entities like Centers for Medicare & Medicaid Services (CMS) are responding to this consumerism by ...
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Innovation and business development needs to rely on more than instinct, even among the smartest, savviest, and most creative minds. In the health care sphere, specifically, data-driven decision making is the GPS that guides health system leaders to successful operations. Linda Carifi, MHA, and Naomi Savitz, MPH, both from Atlantic Health System, share their company’s approach to staying competitive in the health care landscape. “It’s all about diving deep into the facts. We review models and project the aging population, in order to plan to meet their needs and to place adequate primary care and specialist assets for this growing cohort. We also review ...
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The SHSMD annual conference has had the theme of "Connections" for many years and this year carries extra meaning and importance of being able to see one another, be physically present and continue to learn from one another. Much time was spent online connecting with each other virtually and with being able to attend in-person with the conference, it was apparent attendees were excited, present, optimistic and adaptive. Attendees pose at SHSMD Connections New member networking reception at SHSMD Connections Lisa Crockett, SHSMD Board member and conference committee track leader shared as she came across excitement ...
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Social media platforms have connected us in a way never known prior to the digital age. However, some of the positive aspects of social media have gone by the wayside. Vanessa Ames, Chief Creative Officer and Strategy Officer at Decode Advertising, says there are two big missteps brands take with social media: inconsistency and inauthenticity. “A few years ago, we took this ‘fake it’ path. We were using social media as walking promotional ads and really talking about ourselves and why we were special—and not in a good way. It's like bragging. It's a one-way conversation.” In healthcare marketing, this approach often misses the mark with audiences. “In ...
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Health systems and hospitals are continually tasked with growing, improving, changing—and cutting, too—all at the same time. What should take priority? What needs to, as many hospitals saw with the brute-force attack of COVID-19? “It is hard for organizations to decide which initiatives we are going to do and which we aren’t going to do. But, when you don't prioritize, you get dilution,” states Greg Kain, Managing Director for Healthcare at Integrated Project Management Company. Kain illustrates this by describing hammering nails to secure a structure: If you need to hammer a board into a wall, most people would logically hammer in the four nails ...
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Keeping marketers, planners, business developers and communicators at the top of mind, SHSMD produces its blog – viewpoint strategies for success and Rapid Insights podcast series throughout the year, to keep its membership apprised of relevant and important topics from the field. This past year, SHSMD released 12 podcasts and 25 blogs highlighting the best of its educational and membership offerings, including topics such as: leadership in the time of COVID-19, connecting leaders via social media, the impact of AI on health care marketing, 2021 SHSMD Connections annual conference sessions, creating meaningful health care campaigns, etc. to name a few. SHSMD ...
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Even as the cases of Delta variant are on the rise, we know that many people are still reluctant to get the COVID-19 vaccine and that many of you have been trying different approaches with some failures and some successes.    SHSMD members gathered to discuss ways to address vaccination hesitancy in our communities. Inspired by the American Hospital Association (AHA) & Society for Health Care Strategy and Market Development (SHSMD) webinar,  Addressing COVID-19 Vaccine Hesitancy in Your Community  (available at  www.aha.org/joining-hands-greater-impact  and  YouTube ), SHSMD members felt the timing was right to gather and discuss challenges and collaborate ...
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Social determinants of health is a topic that is finally getting its due in health care – it is the subject of an upcoming session at SHSMD Connections, virtual event, this October. In a recent episode of SHSMD’s Rapid Insights podcast co-presenters of this breakout session covering this topic, Julia Resnick, senior program manager of strategic initiatives at the American Hospital Association and Ji Im, system senior director of community population health at Common Spirit Health come together to discuss the importance of understanding social needs of a community and then understand the systemic causes. The COVID-19 pandemic has placed the spotlight on health ...
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Dave deBronkart, known as e-Patient Dave, is a thought leader and pioneer in patient empowerment, e-patient advocate and chief patient officer at PocketHealth   Before the Internet, health care organizations served as the primary source of information and knowledge regarding medical care. But once people had access to more information and formed robust social communities and connections on the web, a new generation of e-patients came to life – like COVID-19 long haulers. In a recent #MayoSHSMD keynote presentation, Dave deBronkart, known as e-Patient Dave, a thought leader and pioneer in patient empowerment, e-patient advocate and chief patient ...
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The American Hospital Association and its Society for Healthcare Strategy and Market Development (SHSMD) July 15 hosted “Addressing COVID-19 Vaccine Hesitancy in Your Community,” a webinar centered on examining the root causes of vaccine hesitancy and how health care organizations can tailor their messaging to these groups to promote confidence.  The webinar began with a presentation of the findings of a Kaiser Permanente-led study on people’s attitudes toward the COVID-19 vaccines. They found that most people fell into one of eight archetypes –  Steadfast Opponents, Healthy Independents, Concerned Skeptics, Indifferent Individuals, Cautious Supporters, Reluctant Vaxxers and ...
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Remote patient monitoring (RPM) got a huge lift during the pandemic as record numbers of Americans opted for connected care from the safety of their homes, but will this trend continue?  Ochsner Health  is betting it will.  The Louisiana-based health system is marketing its RPM services nationally to health plans and businesses, charging a monthly member subscription fee, according to a recent  mHealth Intelligence report . Ochsner, which began offering RPM services to the communities it serves in 2015, has scaled the platform and now monitors more than 20,000 people in health plans across the country.  Ochsner’s strategy is to use the platform to supplement ...
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How do you build a roadmap for an integrated strategy, incorporating values-based brand building coupled with demand generation that will drive business growth? BVK devised a roadmap in order to set standards for exponential business growth. And when incorporated with values-based brand building and demand generation, it led to the cultivation of leads and an unrecognized powerhouse. In a recent episode of SHSMD’s Rapid Insights podcast, two leaders from BVK, Paula Serios, SVP, Healthcare and Joshua Derouin, SVP Performance Marketing & Analytics discuss BVK’s demand generation, what it is and how coupled with value-based branding builds long-term business ...
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“The business of healthcare today involves  listening  as much as it involves medical science, as only listening lets you be relevant in the audience's mind.”     Wise words from cancer survivor and thought leader in the medical and patient communities, Dave  deBronkart , who was a keynote speaker at the   2021 Advanced Healthcare,  Social Media, and Digital Marketing virtual conference , hosted by the Mayo Clinic Social Media N etwork and the Society for Healthcare Strategy & Market Development (SHSMD).   e-Patient Dave’s Story   deBronkart , also known as  “e-Patient Dave , ” was ...
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