In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, we believe there’s a difference between an answer and a Michigan Answer. Michigan Answers are Read More
// By Lindsay R. Resnick, MHA // Assuring timely access to care — an individual’s ability to obtain health care services — has always challenged payers, providers, and without doubt, consumers. The industry’s constant back-and-forth blame game over cost and access must end. Customers are listening, and so are competitors. Recent market moves are making care more widely available than ever before. Billions upon billions of dollars are being invested in products and services that promise expanded access. The combination of retail clinics, telemedicine, homecare, digital health, and public/private insurance options has opened the access floodgates for many Americans. But access continues to be problematic. The thinking is that if you build it, they will come. But can they?
Virtual care visits have become a new normal for many health care patients and providers in the aftermath of the pandemic. But for some patients, adapting to the technological advancements is not so simple. Technology is great — unless it’s a barrier. We don’t have to look back very far for a good example. When Read More
// By John Marzano // The politics surrounding gun ownership and control are infinitely polarizing. Yet, one truth believed by all Americans is that the use of guns and other weapons to inflict mass casualties and destruction of human life has no place in a peaceful, civilized society. Especially when it pertains to our children — our future. “Gun violence is now the leading cause of death for children and adolescents,” said Michael Dowling, president & CEO of Northwell Health, kicking off this year’s Gun Violence Prevention Forum in February. Since 2019, Dowling has put himself and New York’s largest health system at the forefront of leading a coalition of more than 1,000 hospital and health system partners to raise broad awareness of the crisis of gun violence.
Change happens. And it should, as internal and external forces inevitably alter an organization and the constructs it operates in. Managing change in health care can be a risky and uncomfortable process. But to face today’s many challenges, change is often necessary. Health care is in a constant state of flux. New technologies, best practices, Read More
// By Jane Weber Brubaker // In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, we believe there’s a difference between an answer and a Michigan Answer. Michigan Answers are found where more than 100 years of teaching, research and patient care intersect with an endless curiosity and passion for changing patients’ lives for the better. Michigan Answers come with confidence.”
You get into work, grab your coffee, boot up your computer, and look at your to-do list for the day. The one and only thing you’ve left for yourself on the to-do list is the thing you’ve been putting off for days — weeks even: Write that blog on the dangers of high blood pressure. Read More
// By Jane Weber Brubaker // Technology is great — unless it’s a barrier. We don’t have to look back very far for a good example. When COVID vaccines became available in December 2020, older adults were first in line to receive the jab. But the process of scheduling an appointment online was so complicated that many people needed help from a tech-savvier relative or friend. Video visits are another example. When COVID was raging and vaccines weren’t available yet, older adults — the most vulnerable age group — shifted to virtual visits whenever possible. Today, virtual visits have remained popular with all patients. But age is a factor.
// By Cheryl L. Serra // Change happens. And it should, as internal and external forces inevitably alter an organization and the constructs it operates in. Health care is in a constant state of flux. New technologies, best practices, staffing structures, and financing all contribute to new ways of doing business. But managing change is an ongoing challenge for health care organizations.
If you’re ready to roll up your sleeves, unwind, and soak up some inspiration for your biggest challenges, then the 2023 Healthcare Marketing & Physician Strategies Summit (HMPS 2023) is tailor-made for you. The Summit’s fully-packed program will send you home with plenty of actionable ideas to help your organization succeed. HMPS 2023 is the Read More
// By Rachael Sauceman // You get into work, grab your coffee, boot up your computer, and look at your to-do list for the day. The one and only thing you’ve left for yourself on the to-do list is the thing you’ve been putting off for days — weeks even: Write that blog on the dangers of high blood pressure. Now instead, imagine that your process looks like this: You open a browser and go to your favorite AI platform, like the buzzy ChatGPT, which has recently become a media sensation, leading to a multibillion-dollar investment from Microsoft. You type in a series of questions for ChatGPT to answer:
For complex health systems with numerous specialties and subspecialties, referrals are their lifeblood — particularly referrals from external providers. Texas Children’s Hospital (TCH), a specialty pediatric hospital, was having difficulty keeping track of referrals. There wasn’t a standard process for sending and receiving referrals or tracking them once they were received, usually by fax, and Read More
// By Jane Weber Brubaker // If you’re ready to roll up your sleeves, unwind, and soak up some inspiration for your biggest challenges, the 2023 Healthcare Marketing & Physician Strategies Summit (HMPS23) is tailor-made for you. This year’s conference reflects input from a wide range of professionals who helped shape each of the six content tracks. As a result, the program reflects the “voice of the customer,” with sessions that speak directly to the areas of greatest need.
Marketing is all about understanding the needs of your market and finding ways to show how your product or service is the best solution for meeting those needs. As marketers, you know that part of your challenge is keeping your solution top of mind when people are in the consideration phase. If your service is Read More
// By Jane Weber Brubaker // For complex health systems with numerous specialties and subspecialties, referrals are their lifeblood — particularly referrals from external providers. Texas Children’s Hospital (TCH), a specialty pediatric hospital, was having difficulty keeping track of referrals. There wasn’t a standard process for sending and receiving referrals or tracking them once they were received, usually by fax, and sent to individual departments. The number-one complaint from referring physicians was that they had to resubmit them multiple times. Feedback included statements like:
As health care costs in the U.S. continue to rise, hospitals haven taken a disproportionate share of the blame in the media. While they bear some responsibility, current news coverage pins most of the blame on them. So how can your health system take control of the health care cost narrative? The cost of health Read More
// By Jane Weber Brubaker // Marketing is all about understanding the needs of your market and finding ways to show how your product or service is the best solution for meeting those needs. As marketers, you know that part of your challenge is keeping your solution top of mind when people are in the consideration phase. If your service is not visible, chances are you won’t be considered.
When WebMD announced its acquisition of Mercury Healthcare in June 2022, the press release focused on patient engagement solutions. The headline reads “WebMD Health Corp. Acquires Mercury Healthcare, Building on Leadership in Patient Engagement Solutions.” But we learned that WebMD’s strategic vision is broader, also encompassing provider engagement. In a video explaining the vision, Ann Read More
// By John Marzano // Health care costs in the U.S. continue to rise. Who’s responsible? There are many contributors, but hospitals are taking a disproportionate share of the blame in the media. While they bear some responsibility, current news coverage pins most of the blame on them. How can health systems take charge of the narrative?
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The time is now to defend your hospital or health system from the trend that Revive calls the value attack: a false narrative that detracts from the tangible value your organization provides to your community.
Even if your system hasn’t been criticized aloud, your reputation is suffering. Consumers, politicians, and the media are watching healthcare with a skeptical eye as costs rise and care becomes less accessible. We conducted research with 1,200 consumers to understand what consumers think about hospitals, health systems, and their priorities, and our findings uncovered insights that your organization needs to change the narrative with actionable steps to weather the storm.
If your organization is investing in highly compensated specialists to grow your service lines and provide needed care for patients, you want those physicians to be as productive as possible as soon as possible, and you want them to be the first choice of referring physicians. Doctivity, a novel physician relations management (PRM) platform using Read More
// By Jane Weber Brubaker // When WebMD announced its acquisition of Mercury Healthcare in June 2022, the press release focused on patient engagement solutions. The headline reads “WebMD Health Corp. Acquires Mercury Healthcare, Building on Leadership in Patient Engagement Solutions.” But we learned that WebMD’s strategic vision is broader, also encompassing provider engagement. In a video explaining the vision, Ann Bilyew, general manager and senior vice president of WebMD Provider Services, states that physician referral management “is similar to the patient journey in that it is about understanding each individual physician’s unique preferences and learning how to reach them in the key moments of care.”
// By Jane Weber Brubaker // If your organization is investing in highly compensated specialists to grow your service lines and provide needed care for patients, you want those physicians to be as productive as possible as soon as possible, and you want them to be the first choice of referring physicians. Doctivity, a novel physician relations management (PRM) platform using proprietary algorithms, which launched in March 2022, is making it easier to achieve these critical goals.
Which is better — Medicare Fee-for-Service (FFS) or Medicare Advantage (MA)? Sachin Jain, MD, MBA, president and CEO of SCAN Group & Health Plan, doesn’t think it’s the right question. “We all know we have a broken health care system, and we have to try in our own ways to make it better,” he says. Read More
Sometimes, the best input on health care marketing comes from an outside party. In a new article, George Danner, chief data scientist at Endeavor Management, offers a fresh insight on how data modeling can help improve the health care marketing process. He puts it like this: “I am not a marketer, but I have listened Read More