What it Means to be Human First at BIDMC

by Ansuya Bijur In a memorable scene in the best-selling novel Cutting for Stone, a doctor asks his medical students, “What treatment is offered by ear in an emergency?” One of the students replies, “Words of comfort, sir.” Most often, patients meet clinicians under extremely difficult circumstances. Typically clinicians treat a disease—what ails the body. Read More

Marketing Health Care to Multicultural Audiences

// By Cheryl L. Serra // If you market health care, you know a cookie-cutter approach just doesn’t cut it. You need to determine a number of factors: Who makes health care decisions in the family? What does your audience believe about health care and health care providers? Increasingly, you also need to consider how Read More

Mobile Clinics: A Proactive Public Health Strategy

by Jared Kebbell Mobile health clinics are becoming an increasingly important part of the American health care system. They represent a move toward a more proactive public health strategy, seeking to bring care to those in need and the uninsured rather than waiting for them to seek it themselves in expensive emergency rooms. To many Read More

Supermarket Chain Offers Infusion Services

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by Nancy Vessell When a Midwest supermarket chain began offering chemotherapy and other infusion services, a few heads were turned. “When I first learned about it, it did catch me by surprise. To my knowledge, I haven’t heard about other grocery chains getting into this [medical area],” says Michael Abrams, managing partner of Numerof & Read More

Cultural Sensitivity Attracts Ethnic Populations and Enhances Brand

Cheryl Haas

by Cheryl Haas In American culture, we joke about superstition but we hedge our bets: We don’t walk under a ladder, don’t let a black cat cross our collective path, and don’t include a 13th floor on high-rise buildings. But in a hospital setting, we often unwittingly expose people from other cultures to elements that Read More

Communication and Co-Leadership Key to Physician Engagement

Sheryl S. Jackson

by Sheryl S. Jackson Everyone agrees that in today’s health care environment physician engagement is critical to the success of collaborative care models as well as the successful retention of physicians. But how does a health care leader define, identify, and quantify physician engagement? What is physician engagement? “There is a lot of talk about Read More

How Boston Children’s Hospital Stands Out in a Crowd of Standouts

// By Peter Hochstein // Despite specializing in kids exclusively, Boston Children’s Hospital confronts a wall of competition that hospitals elsewhere might find daunting. Liz Vanzura, chief marketing officer for Boston Children’s advertising agency, MMB, can list 10 other local hospitals that treat children—among them such formidable names as Mass General, Tufts Medical Center, and Read More

Arts and Health: A Prescription for Patient-Centered Care

by Jane Weber Brubaker In April, more than 260 professionals gathered for the 25th annual Global Alliance for Arts & Health convention, hosted this year by Texas Children’s Hospital in Houston. Arts and health is “a diverse, multidisciplinary field dedicated to transforming health and healing though the arts,” according to the organization’s website (www.thesah.org). The Read More

Health Care Branding Journey: The Impact of a Unified Brand

by Michael Reinhardt Developing a unified health care brand sounds promising, but how do you actually begin such a tremendous undertaking? In April, eHealthcare Strategy & Trends sponsored a special webinar on emerging branding trends in a rapidly changing industry. The program examined the journey taken by St. Joseph Health, based in Irvine, CA, and Read More

The Importance of Addressing Culture When Merging Different Entities

by Sheryl S. Jackson Keep Focus on Patient-Centric Care and Take Time to Engage Everyone in the Process Increasing financial and competitive pressures within the health care industry have spurred hospital acquisition of other health care providers – physician practices, urgent care centers, and imaging centers. While the reasons for acquiring other entities varies from Read More

St. Vincent’s HealthCare Finds a New Prescription to Fortify Its Brand Image

by Peter Hochstein A few years ago, it became clear to the marketing people at St. Vincent’s HealthCare, a 903-bed, three-campus hospital system in Jacksonville, FL, that their institution’s brand image could do with some strengthening. Little wonder. The organization’s awareness and reputation was in fourth place compared with the competition. That competition, in a Read More

Digging Deep to Learn the ‘Why’ of Leakage

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by Nancy Vessell The key to spotting and stemming leakage of physician referrals at Texas Health Resources (THR) doesn’t hinge on expensive data collection. Certainly, data showing where patients are going in the large north Texas market is helpful to this health system of 25 hospitals and 5,500 affiliated physicians. But the data only serves Read More

Sports Performance Hits Its Stride as a Growth Area

by Cheryl Haas Thirty years ago, sports medicine was the hot trend that completely changed the way athletes and physicians approach sports injuries. Now, the latest iteration in sports medicine is sports performance. With its emphasis on improving athletes’ performance abilities, the discipline is not only here to stay, it’s a significant outpatient growth area. Read More

The Green Rush Comes to Colorado

by Joyce Miller An article in the Huffington Post last August, before the January 1 legalization of recreational marijuana in Colorado (known as Amendment 64), reported that the media remained largely hostile to promoting the business of selling marijuana. Online search engines, newspaper publishers, and billboard operators shied away from any association with marijuana retailers. Read More

Healthy Food Initiative Strengthens Hospitals’ Wellness Efforts

by Joan Trezek Imagine a vending machine without soda. Or an electronic board displaying calories and the nutritional value of meals to help diners choose their food. At hospitals participating in the Hospital Healthy Food Initiative launched in 2012 and part of the Partnership for a Healthier America, a program founded in 2010 under the Read More

Smaller Institutions Successfully Compete in Shadow of Pittsburgh Titans

Cheryl Haas

by Cheryl Haas There’s a nasty fight going on in Pittsburgh. Two of the biggest health care names in the service area are spending millions of advertising dol­lars in hopes of landing a knockout punch. UPMC (University of Pittsburgh Medical Center) and Highmark, traditionally an insurer, have been locked in a long-running feud that has Read More

Six Key Digital Roles Needed in Today’s Marketing Department

by Derek Mabie The online realm is heavily integrated with everyone’s daily life. Society now relies on search engines and web­site functionality to add convenience, control, and precision to completing tasks – whether paying a bill or researching a brand. Today, consumers are searching online before making health-related decisions. The Pew Research Center’s Internet & Read More

It’s Time for Physicians to Own Their Brand

// By Ross K. Goldberg // As sure as Disney, Apple, and Coca-Cola have brand identities, so too does every physician in practice today. The difference is that many physicians don’t know it. Individually or in a group, all physicians have brands. Some have been deliberately developed with an eye on marketplace differentiation, attracting specific Read More

Fast Takes: News & Trend Lines, May 2014

Brands still struggle with Twitter as a marketing tool According to a survey conducted in March by Social Media Marketing University, 45 percent of brands re­port that measuring results and ascertaining an ROI is the biggest challenge when using Twitter for marketing. Other significant challenges are building an audience (42 percent), engagement (37 percent), learning Read More

Physician Onboarding: Four Steps in One Process

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by Nancy Vessell With 40 to 60 new physicians arriving every year to serve an eight-hospital system and its medical group, where 40 people are involved in physician recruitment, onboarding, orientation, and retention, the opportunity for “dropped balls” measures in the tons. That’s according to Jim Zache, vice president of physician recruiting and physician relations Read More

What Happens to Marketing When the Boundaries Between a Medical Institution and an Insurer Blur?

by Peter Hochstein Thanks to the Affordable Care Act, more hospitals may begin offering health insurance, while insurance com­panies may increasingly supply some limited health care services. True, a few organizations, perhaps most notably Kaiser Permanente, have explicitly and extensively offered both health care and health insurance for years. And some health plans offer their Read More

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