// By Linda MacCracken // One of the great pleasures of this journal is tracking the innovative marketing approaches that are key to building consumer engagement. After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, I have identified five key factors in building strong customer engagement. How do these topics Read More
// By Lisa D. Ellis // Do you wear a fitness tracker to count your steps or follow other health-related measures? Many people who access health care services within your system also probably use the latest devices to monitor details like activity level, amount of sleep, and blood pressure. All of this information can paint Read More
// By Lisa D. Ellis // Today’s latest expert-source matching tools can be a valuable part of any health care organization’s marketing strategy. One such expert-matching service called Expertise Finder was formed by a former journalist to help writers and media outlets find researchers and other experts with specific knowledge and data to share. Services Read More
// By Lisa D. Ellis // You probably wouldn’t buy an appliance or book a cruise without knowing what it will cost. Yet historically, health care systems have expected patients to undergo various diagnostic tests, procedures, and treatments without any idea of what they will be charged. But times are changing quickly. Today, as consumers Read More
// By Lisa D. Ellis // When most people think of Customer Relationship Management (CRM), it’s usually in the context of service line promotion and prospecting for patients. But CRMs also present similar opportunities and challenges for fundraising, too. Here’s how two health systems recently used CRM and data-related services and tools to strengthen their Read More
// By Lisa D. Ellis // Is your organization truly on the same page as your physicians? If not, you may be missing important opportunities to maximize the quality and costs of the care you provide. Poor alignment among management and medical staff can cost you greatly—in lower patient satisfaction, lower physician retention, and reduced Read More
Notable Health Care Advertising // By Peter Hochstein // Uh oh! Something isn’t quite right about the race car driver in a TV spot. He’s a bit too pudgy. He seems overly fidgety. Instead of wearing a race car driver’s fireproof suit, he’s sporting a short-sleeved polo shirt. And as he floors the gas pedal Read More
// By Lisa D. Ellis // Close examination of your referral patterns may bring to light some surprising gaps in your current practices that could be impacting your revenues. That was recently the case at Tampa General Hospital (TGH), says Katie Alexander, director of physician relations at TGH. But once her organization identified the problem Read More
// By Lisa D. Ellis // Following the ups and downs of health reform efforts is a lot like watching a tennis match. Spectators may find themselves getting dizzy as they try to follow the ongoing political battle raging in D.C. involving attempts to repeal some or all of the Affordable Care Act (ACA) and Read More
The journey to selecting a health care system is not unlike the way people decide to buy a car, book a vacation destination, or hire a plumber. In fact, the basic consumer journey model can be adapted to almost any industry, according to Stephen Moegling, chief growth officer at Franklin Street, a health care brand Read More
Think back to the last time you went to a restaurant or store, and your server or sales clerk took the time to ask how your day was going or made an effort to form a personal connection. This probably made you feel welcome and left you with a favorable impression of the establishment. Incorporating Read More
Sponsored by ndp
This event is free for members of Strategic Health Care Marketing to view thanks to our event sponsor.
Your Presenters:
Duration: 60 Minutes
In today’s health care environment, the only thing we can really count on is CHANGE, and one of the most potentially transformative changes is the reorientation from delivering acute care to managing the health of populations.
One essential element of any population health effort is changing behaviors, and who is better qualified to inform, educate and persuade people to modify their behavior than a health care marketing professional?
But as health care marketers, it is imperative that our roles evolve. Our focus needs to expand beyond market development and promotion to include a leadership role at the population health table. Understanding behavior change—and how technology helps to facilitate it—is key.
Watch this webinar and gain an understanding of behavior change theory and see how you can practically deploy a population health strategy through customer relationship management (CRM) campaigns.
You’ll learn:
Plus, you’ll hear a case study about how VCU Health used CRM, working with ndp on creative, and with Evariant as their CRM provider partner, to identify people with an existing medical diagnosis, and engage them in behavior change to prevent further medical deterioration.
// By Lisa D. Ellis // Think back to the last time you went to a restaurant or store, and your server or sales clerk took the time to ask how your day was going or made an effort to form a personal connection. This probably made you feel welcome and left you with a Read More
// By Lisa D. Ellis // Do you know exactly how people decide where to go for their medical care? Understanding the path that patients take to access care can help you determine where in the decision process you have the best opportunity to influence them to select your system. Mapping the Decision Pathway Consider Read More
Notable Health Care Advertising // By Peter Hochstein // Intuitively, you’d probably think that advertising for UCHealth should reflect nothing but gravitas. After all, it’s a 1,620-bed Colorado health care system with seven campuses (and three more under construction as of this writing), more than 2.5 million annual outpatient visits, and the University of Colorado’s Read More
Q & A with Jennifer Perry, Counsel at Gray Reed & McGraw // By Lisa D. Ellis // Next time you get a request for a media interview on-site, or you’re planning a special public relations event, you may want to think twice—or at least make sure you proceed cautiously. Here’s why: Health care marketers, Read More
Recent Case with Financial Payout Underscores Risks of Noncompliance // By Lisa D. Ellis // How can you make sure your organization’s formal social media sharing doesn’t violate HIPAA regulations? A privacy expert offers advice on how to avoid shooting yourself in the foot when marketing via social channels. He also points to a new Read More
// By Lisa D. Ellis // A behavioral health practice in Manhattan that offers cutting-edge treatment options goes surprisingly low-tech when it comes to its marketing strategy. The results prove that sometimes simpler can be better. Find out how this practice: Uses old-fashioned techniques to connect with patients and physicians. Takes the stigma out of Read More
// By Lisa D. Ellis // When it comes to marketing your health care services, you may find yourself grappling with the challenge of personalizing your promotional materials without being able to share any specific information about your patients. This paradox can make it difficult to market your organization to the full extent. That’s also Read More
Notable Health Care Advertising // By Peter Hochstein // “Duluth, a four-season city with 11,000 acres of green space alongside the great Lake Superior, has miles of trails and over 100 parks, providing a suitable back drop for a multitude of recreation activities.” Wait! Don’t go away! You’re still reading Strategic Health Care Marketing. The Read More
// By Brad Bostic // Is your health system marketing its laboratory services to people outside your network? If not, there may be untapped opportunities worth pursuing. Find out how your marketing efforts can play a valuable role in furthering your success in this area. Laboratory outreach, the practice of making hospital lab services available Read More
// By Lisa D. Ellis // Health care organizations increasingly focus on improving the patient experience as reimbursement levels are now tied to this essential measurement. Further, when patients aren’t satisfied with their medical care or how office staff treats them, they are apt to shop around for a new provider. Yet all too often, Read More
// By Susan Gullion // The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product. That is Read More
How to Get Yours Started, Measure Success, and Improve Results // By Lisa D. Ellis // Should your health care organization start a speakers bureau? Most experts say, “Yes”—and a few of them offer important advice for making sure yours achieves all of your organization’s desired benefits. “Speakers bureaus are great reputation-building tools for organizations Read More
// By Lisa D. Ellis // The faces of two beautiful toddlers practically jump off the Star Telegram’s website, their vibrant expressions and sparkling eyes captured so clearly on the screen that it’s hard to believe that both of these youngsters are no longer living. Tragically, these children—who did not know each other but are Read More