Featured Articles

Are You Measuring Patient Experience All Wrong?

What if you and your hospital were measuring patient satisfaction incorrectly? Worse, what if you were focused on improving things that didn’t really matter — and overlooking things that did? // By James A. Gardner // In a health care setting, satisfaction focuses on the gap between patients’ expectations and their experiences. Importantly, patient experience Read More

The Longitudinal Health Care Consumer Journey

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Successful patient engagement in the on-demand economy requires a complete understanding of consumers in your market. In order to acquire this 360° view, providers must look beyond point-of-care events and examine consumer behavior, attributes, and risk.

Longitudinal engagement in healthcare is supported and accomplished by two primary systems: CRM and EHR. Integrating these two platforms gives health systems the ability to understand a consumer’s care journey both in and out of the hospital.

Consumers weigh a lot of options when selecting a provider or hospital, such as price, amenities, service, and convenience. Learn what they value most and how to provide them with meaningful messages that address their wants and needs. Expand the care continuum beyond hospital walls to inspire behavior change and improve outcomes.

In this new Gartner research, we explore the longitudinal consumer journey to help solve some of the patient loyalty and engagement challenges facing healthcare organizations.

Read about the future of patient engagement.

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Internal Branding Initiative Puts the Heart in Hartford HealthCare

// By Lisa D. Ellis // Are some of the biggest heroes in your organization going unnoticed? At Hartford HealthCare during a recent push to strengthen internal branding, leadership uncovered amazing examples of frontline staff members who were going to great lengths to show patients they cared. Recognizing these actions provided the health system with Read More

Murder in the ICU: How To Manage a Crisis from a Human and PR Perspective

This may not be what hospital communicators signed on to deal with, but it can — and did — happen. How would you handle the ensuing human and PR crisis? On September 12, 2017, a Rhode Island man drove up to Lebanon, New Hampshire, and entered the intensive care unit at Dartmouth-Hitchcock Medical Center, where his mother was recovering from an aneurysm. According to news reports and indictments filed against him, the man asked for some time alone with his mother. Once they were alone, he allegedly pulled out a handgun and shot her four times, killing her.

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Physician Well-Being — Moving from Whispers in the Hallway to Support

Sharon C. Kiely, MD, senior vice president, medical affairs, and chief medical officer at Stamford Health

// By Susan Emerson // Physician burnout is a hot topic, but effective solutions have been more elusive. In March 2017, 10 CEOs of the nation’s most prominent health systems examined physician burnout, proposing an 11-item call to action (Health Affairs). The Collaborative for Healing and Renewal in Medicine published an eight-step framework this year Read More

6 Ways Health Care Marketers Can Help Address Mental Illness in the Primary Care Setting — and Improve Their Organizations’ Bottom Line

// By Lisa D. Ellis // In recent months, stories about mental illness have dominated social media channels and the mainstream press. The tragic suicides of fashion designer Kate Spade and television personality Anthony Bourdain have thrust mental health issues into the limelight, catching the attention of people from all walks of life. Further, the Read More

Deb Pappas Takes the Reins as Vice President and Chief Marketing & Communications Officer at Connecticut Children’s Medical Center

Deb Pappas, vice president & chief marketing and communications officer at Connecticut Children’s Medical Center

View from the C-Suite // By Sheryl Jackson // Agile, flexible, innovative, and open to change are just a few of the adjectives that Deb Pappas, vice president and chief marketing & communications officer for Connecticut Children’s Medical Center, uses to describe the organization she joined in early 2018. Pappas came to Connecticut Children’s from Read More

Strategies for Managing and Engaging Your Remote Team

Allyson Collins, senior director of digital communications at NYU Langone Health

Five years ago, Allyson Collins was the first person hired in the digital communications team at NYU Langone Health in New York City. She was challenged with relaunching two extensive websites — one for consumers and one for an academic audience — with thousands of pages each. A year into the massive project, she had Read More

Getting Emotional — In an Understated Way — Helps a Hospital with a Good, Strong Reputation Stand Up to Another Hospital with a Good, Strong Reputation

Peter Hochstein

How do you stand out in the crowd — especially when your #1 competitor is a world-famous brand? Pamela Maas, Gundersen’s chief business development and marketing officer, was able to overcome this challenge. “It seemed like so many systems in health care were looking and feeling exactly the same,” she says. “We recognized that brand positioning was really about building an emotional connection with consumers.” In Peter’s latest column, we’ll see how a new campaign triggered a deluge of fan mail — accolades from patients who had been touched by Gundersen staff members.

How to Compete for Patients in the Digital Age

reputation.com how to compete for patients digital age cover

// Sponsored Post //

Creating competitive advantage starts with a sound digital strategy.

In a 2017 survey of healthcare consumers across the U.S. from a representative range of demographic groups, we found that 88% of consumers begin their search for healthcare providers online. Consumers rely on search engines and review sites to steer their decisions about where to go for care.

What consumers read about you online heavily influences their decision-making. Your reputation is defined at every touchpoint a potential patient has with your doctors and organization on the web — from the doctor or location listing, to patient rating and reviews, to finding the right doctor and reading profiles on your website.

Done well, online reputation management (ORM) enables your providers to generate a high volume of representative reviews from the “silent majority,” while providing valuable insights to improve patient experience, make operational improvements and drive new patient appointments.

Download this new white paper to learn how.

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How One Audiology Center Turned Up the Volume on Its Digital Strategy

Vanessa O’Donnell, director of the national health and wellness division at ReachLocal

// By Lisa D. Ellis // When an audiology practice wasn’t growing at the desired rate, the owner turned to the experts for help sharpening its online presence and marketing efforts. The results have been impressive, with a steadier stream of new and repeat customers now coming in. This success was recently recognized by the Read More

How One Organization Is Deconstructing the Stigma Around Mental Illness, One Story at a Time

Logan Hall Behavioral Health Destigmatizing Campaign

// By Lisa D. Ellis // If you’re traveling through Logan Airport in Boston anytime soon, you’ll probably be drawn to a collection of portraits, and accompanying personal stories, lining the walls between terminals. You’ll see beautiful, larger-than-life portraits of: Teens. Single men and women. Parents. Grandparents. Athletes. Lawyers. Physicians. Musicians. An author. A former Read More

Zucchini Salad Recipes. Bag Lunch Packing Instructions. A Nerdy Guy and His Dog Who Run Treadmills. Is This How to Advertise Hospitals These Days? Yes.

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // For the 36 or so years I’ve been writing this column, hospital marketing managers and their agencies have been telling me they didn’t want their ads to look like “typical hospital advertising.” And much hospital advertising really has been atypical. I’ve seen senior citizens doing stand-up Read More

Marketers’ Role in Exploring Employee-Driven Health Plans: Good Idea or Risky Business for Your Organization?

David Lansky, PhD, president and CEO of the Pacific Business Group on Health

// By Lisa D. Ellis // Have you considered contracting your services directly with large employers in your area? There is a growing movement to bring employers and health care organizations together to provide high-quality care for patients while managing costs and making them more predictable. SHSMD recently released Futurescan 2018-2023: Healthcare Trends and Implications, Read More

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