SHCM Editor, Author at Strategic Health Care Marketing

0 Big Data, Little Information?

by Joyce Miller, Jaren Wilson, and Beverly Schulman In recent years, the volume and variety of health care data has grown exponentially to the point that the term “big data” has become part of our vocabulary. Big data refers to data sets so large and complex that they are difficult to process. In short, big Read More

0 The C-Suite Weighs In on Health Care Branding

by Candace A. Quinn Marketers have spent the past 10 to 15 years focusing on emerging brand development initiatives for their organizations. Marketers want the brand equity of a Cleveland Clinic, Mayo Clinic, or Johns Hopkins Medicine, yet most of them represent the typical community-based hospital or health system that is slugging it out with Read More

0 Comprehensive Cancer Rehabilitation Offers Hospitals Point of Differentiation

by Sheryl S. Jackson Cancer care has become a significant service offered by more than 1,500 facilities accredited by the Commission on Cancer of the American College of Surgeons, with community hospitals representing a growing number of accredited facilities. The capacity to meet cancer patients’ needs is an essential part of a hospital’s ability to Read More

0 Fast Takes: News & Trend Lines, October 2013

Wide disparities in access and quality by state Access to affordable health care and the quality of care provided vary greatly for low-income people ($47,000 a year for a family of four) based on the state in which they live, according to a new report from the Commonwealth Fund. Geographic differences also extend to people Read More

0 Launched and Celebrated, a Campaign for a New Hospital Service Got Great Attention Before Everything Changed

by Peter Hochstein Yesterday’s irresistible news, the old saw used to go, is today’s bird-cage liner. A few striking advertising campaigns don’t suffer such fates, owing to advertising annuals and industry halls of fame that enshrine some nationally known promotions. But small regional campaigns, even if they do a great job and win awards, are Read More

0 Beyond Quality and Safety: Patient and Family Advisory Councils Involved in Strategic Planning and Marketing

by Barbara S. Long, APR For anyone involved in providing health care, having the roles reversed and becoming a patient or family member of a patient can be an eye-opening experience. Health care is not always a high-functioning, seamless system. In fact, at the bedside, you will experience cracks in the system that can make Read More

0 Ohio Health System Develops First Steps to Wellness Campaign

by Diane Atwood Akron General Health System shares the northeastern Ohio landscape with some big health care players, including Cleveland Clinic and University Hospitals. Akron General Medical Center, a 532-bed teaching and research center, is one of several entities that make up the not-for-profit system. A major challenge, as it is for most marketers, is Read More

0 Aesop, The Neuromarketer: The Power of the Simple Story

by Dan Fredricks Sour Grapes A hungry fox tried to reach some clusters of grapes that he saw hanging from a vine trained on a tree, but they were too high. So he went off and comforted himself by saying, “They weren’t ripe anyhow.” Moral: In the same way some men, when they fail through Read More

0 Personal Connections, Consistency, and More – Advice from a Brand Authority

by Michele von Dambrowski A former marketing executive for Nike and Starbucks, Scott Bedbury entertained attendees of the 18th National Healthcare Marketing Strategies Summit with stories of the transformation of an elitist athletic shoe company and the reinvention of the coffee category. Author of A New Brand World: Eight Principles for Achieving Brand Leadership in Read More

0 The University of Kansas Hospital Builds a Strong Reputation While Avoiding ‘Image-y’ Ads

by Peter Hochstein In recent months, this column has discussed several hospital advertising campaigns whose creators would sooner impale themselves on a scalpel than show a piece of medical equipment or a doctor wearing scrubs or a white coat. A typical defense of their position is that one advertising campaign featuring doctors and equipment looks Read More

0 Rehab Center Gets Smart

by Barbara S. Long, APR There is no doubt that “smart” is the latest buzzword in technology. Smartphones, and increasingly smartcars, are commonplace. It’s easy to foresee a time in the near future when we’ll all use smart technology to control our home, work, and leisure environments with the blink of an eye or a Read More

0 Internal Branding and Stemming Leakage the Imperative of Today

by Michele von Dambrowski Consider these statements made by two speakers at a session of the 18th National Healthcare Marketing Strategies Summit in Scottsdale, AZ, earlier this year: “The ROI on internal branding is significantly higher than what you might achieve with external communications for probably 30 percent of the spend.” – Rob Rosenberg, President, Read More

0 Shooting for Five-Star Ratings? Online Reviews Provide Feedback and Opportunity to Manage Reputation

by Sheryl S. Jackson Only direct word-of-mouth recommendations from friends and family beat online reviews as the most trusted source of information, according to a 2012 Pepperdine University study. Even after receiving a personal recommendation, 86 percent of survey respondents say they would also use an online source to research a business or professional before Read More

0 Pharmacists Help Hospitals Cut Readmissions

by Deborah Borfitz In May 2012, Washington Adventist Hospital in Takoma Park, MD, joined a handful of hospitals testing WellTransitions, a post-discharge program being developed by Walgreens to help increase medication adherence and reduce preventable readmissions. More than a dozen hospitals were on board for the program’s rollout in October. Given outcomes to date, and Read More

0 Shared Appointments Improve Access, Quality

by Deborah Borfitz Shared medical appointments have been heralded as a way to ease the primary care shortage, by having doctors see up to two dozen patients at once. As it turns out, these appointments not only can improve access to care, but also can improve care quality – at least for patients with chronic Read More

0 Behavioral Marketing Puts Dent in Binge Drinking, Car Crashes: Party Smarter, Road Crew Take Off

by Michele von Dambrowski How do you get twentysomethings to curb irresponsible alcoholic consumption and its unfortunate consequences? In two cases discussed at a session of the 18th National Healthcare Marketing Strategies Summit held in May, it was not the way that the state government agencies envisioned when they commissioned behavioral change (or social marketing) Read More

0 Fast Takes: News & Trend Lines, August 2013

Consumer demand spurs urgent care center growth According to a new qualitative study conducted in six metropolitan areas by the Center for Studying Health System Change, the growth of urgent care centers is driven heavily by consumer demand for convenient access to care. At the same time, hospitals view owning urgent care centers as a Read More

0 Looking for More Online Reviews? Solicit and Post Them on Your Own Website

by Sheryl S. Jackson While hospitals throughout the country look for ways to manage their online reputation on a wide range of review sites, an 86-bed rural community hospital invites patients to post reviews directly on the facility’s website. “We have always focused on patient-centered care and are constantly looking for feedback from our patients,” Read More

0 Lessons Learned: Tips for Managing Online Reputations

by Sheryl S. Jackson Online review sites provide opportunities for providers to respond quickly to individual complaints and compliments, as well as to identify overarching customer service issues that need to be addressed throughout the organization. Maintaining an online reputation requires the same thoughtful, strategic approach required for any marketing communications initiative, but the real-time Read More

0 Planetree Hospitals Achieve High Satisfaction, Performance Scores

by Deborah Borfitz Since 1992, 170 acute care hospitals have undergone rigorous evaluation and orientation exercises to become affiliated with the Planetree network. Thirty-eight facilities have attained formal Planetree designation, available since 2008, which requires passionate and systemwide support of the Planetree care model and holds hospitals to measurable standards for high-quality, compassionate care. The Read More

0 A New Jersey Hospital with a Century-Old Reputation for Delivering Babies Builds Awareness with Storks and a Cabbage Patch

by Peter Hochstein You may think of the remote control that operates your TV as a useful device. Peter Connolly, executive vice president and chief marketing officer of Saint Peter’s Healthcare System in New Brunswick, NJ, regards it a landmine. “Probably the most powerful tool out there is the remote control,” Connolly says, clearly respectful Read More

0 Pricing Information Now Expected by Alegent Consumers

by Nancy Vessell When Alegent Creighton Health introduced the first online calculator enabling consumers to find their out-of-pocket costs for many procedures, the novelty attracted national attention to this Omaha, NE, innovator. Some 20,000 people logged on in 2007 to see what they would be billed to have a baby or a nose job or Read More

0 Consumers Shop Price More, But Industry Response Still Lags

// By Nancy Vessell // For the past decade, David Marlowe, principal of Strategic Marketing Concepts, based in Ellicott City, MD, has encouraged health care providers to consider pricing their services more strategically in order to gain market share. Here he answers questions about the latest in strategic pricing. First, what is strategic pricing, as Read More

0 Social Media ROI Means Much More Than ‘Likes’ and ‘Views’

by Michele von Dambrowski “ROI should always be tied to dollars,” Chris Boyer, AVP of digital strategy for North Shore-LIJ Health System in Great Neck, NY, points out. “If you don’t measure ROI, don’t worry – your successor will,” quips Boyer, who also serves as an external advisory board member for the Mayo Clinic Center Read More

0 Hospitals Use Health Coaches to Improve the Health of Their Own Employees

by Diane Atwood Tamara Green still remembers a client she saw when she was a health educator fresh out of college. “All the information I had,” she recalls, “was that she was 32 years old, weighed 350 pounds, and had cholesterol issues and diabetes.” The first time they met, Green asked the woman about her Read More

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