A Unified Brand Has Many Benefits; Need to Give the Process Time

Michele von Dambrowski

by Michele von Dambrowski Among the many roles of marketers is the job of chief marketing inte­gration officer, which usually in­volves the subject of brand. “It’s a subject we all know and love,” says Susan Solomon, vice president of marketing and com­munications for St. Joseph Health, an integrated health system based in Irvine, CA. In Read More

Will Posting Prices Trigger a Price War?

Nancy Vessell profile pic

by Nancy Vessell Keith Smith, MD, is a soldier of free-market health care, and he wants to start a price war. He has fired the first volley by posting guaranteed, all-inclusive prices for most procedures performed by his Surgery Center of Oklahoma (SCO) on its website (www.surgerycenterok.com). The outpatient surgery center’s prices are often one-fifth Read More

Turning a House of Brands into a Branded House

by Cheryl Haas On March 18, 2013 at precisely 11 a.m., employees of Greenville Hospital System University Medical Center unveiled their organization’s new name and logo. In a special ceremony, a group of employees – accompanied by a dramatic drum roll – revealed a 40-by-10-foot logo and a new visual identity, and the largest hospital Read More

Focus on Consumer Needs, Not Provider Needs to Survive Health Care Transformation

Sheryl S. Jackson

Price and Quality Transparency to Gain Importance in Coming Years by Sheryl S. Jackson For almost seven years, the television show “Marcus Welby, MD,” featured a veteran general practitioner who fo­cused on patients as people in an era when specialized medicine and tech­nology were growing in importance. Many storylines had Dr. Welby listening to patients Read More

Dignity Health Rebrands: Say Hello to Human Kindness

by Jane Weber Brubaker A helicopter hovers over a concrete embankment, flood­waters rising rapidly around the target of the rescue operation, a black lab, alone and struggling to keep his head above water. “Does everyone matter?” asks the TV commercial. The chopper drops a line and a rescue worker lifts the dog to safety. “Yes” Read More

Dedicated Emergency Departments Target Expectant Moms

Nancy Vessell profile pic

by Nancy Vessell Obstetric emergency departments staffed 24/7 by obstetricians/gynecologists are popping up around the country, handling obstetric triage and emergent situations. Two of the newest – and the first in New Jersey – are Christ Hospital in Jersey City and Hoboken University Medical Center. Their parent corporation, CarePoint Health, says the OB EDs that Read More

Population Health Management: Fact and Fiction

Michele von Dambrowski

by Michele von Dambrowski Population health management is a strategy. It can be done on a small scale and in any market. Hospitals just have to do more of what they’ve been doing. Everyone will become a population health organization. Two experts shattered those common misconceptions about the business of population health management during a Read More

Non-Clinical Care Guides Offer Positive Approach to Patient Care

Diane Atwood

by Diane Atwood Richard Adair, MD, has been an internist for about 40 years. He is currently employed by Allina Health, a large not-for-profit network of hospitals and clinics in Minnesota and western Wisconsin. As is the case for health care providers across the coun­try, Adair gets to spend, on average, about 20 minutes with Read More

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

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

Comprehensive Cancer Rehabilitation Offers Hospitals Point of Differentiation

Sheryl S. Jackson

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

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

Ohio Health System Develops First Steps to Wellness Campaign

Diane Atwood

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

Aesop, The Neuromarketer: The Power of the Simple Story

Dan Fredricks

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

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

Michele von Dambrowski

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

Rehab Center Gets Smart

Barbara S. Long, APR

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

Internal Branding and Stemming Leakage the Imperative of Today

Michele von Dambrowski

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

Pharmacists Help Hospitals Cut Readmissions

Deborah Borfitz

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

Shared Appointments Improve Access, Quality

Deborah Borfitz

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