by Peter Hochstein Next time some doubting Thomas clears his throat and asks how you can be sure hospital advertising pays, cite this case concerning Nash Health Care in Rocky Mount, NC. Nash Health Care, anchored by a 403-bed general hospital, is located in a mostly rural area, flanked roughly 80 miles in one direction Read More
by Diane Atwood A man walks out of his doctor’s office with prescriptions to lower his blood pressure and cholesterol. He has been told that if he doesn’t lose at least 25 pounds, stop smoking, and start exercising, he’ll be at great risk for heart disease, stroke, and diabetes. The odds of the man accomplishing Read More
by Sheryl S. Jackson Population health management is not a new concept, but it is taking center stage in the health care industry’s transformation. Driven by the economics of a transition from a fee-based payment system to a value-based payment system, population health management is an important strategy to reduce the cost of care while Read More
Next CEOs may come from outside the industry According to a survey conducted for executive search firm Ferguson Partners, health care executives who were asked to name the top three outside industries likely to produce tomorrow’s health system leaders chose finance, (92 percent), hospitality (55 percent), investment (40 percent), and pharmaceutical (33 percent). Manufacturing, information Read More
by Mark S. Gothberg Why would the City of Hope, a Los Angeles area research and treatment center for cancer, diabetes, and other life-threatening diseases, participate in the 125th Rose Parade on New Year’s Day? For pretty much the same reasons it has been involved in this world-famous parade, held in Pasadena, CA, for the Read More
by Dan Dunlop The best marketers have always been accomplished storytellers, and that is still the case today. The stories they craft are meaningful and connect with the audience in a manner that meets some fundamental need – educational, informational, emotional, or entertaining. The most effective stories allow the audience members to become part of Read More
// By Joyce Miller and Beverly Schulman // The road to the rise of the patient experience A number of studies show links between desirable clinical outcomes and high patient satisfaction scores. Medicare and other payers are beginning to tie reimbursement to high patient satisfaction scores. In short, patient satisfaction has emerged as a key Read More
by Peter Hochstein You know the drill: Effective hospital advertising campaigns should consist of a single idea and a single graphic treatment to produce results with the sheer power of a concept, preferably emotional. Licensed for 760 beds, Wesley Medical Center in Wichita, KS, has taken a decidedly contrary route. Faced with an unusual marketing Read More
by Diane Atwood How comfortable would you be clipping the nails of a fidgety two-year-old? This simple task makes many parents fairly anxious and has landed more than one child in the emergency room with a cut or infected nail bed. There had to be a safer and easier-to-use tool than regular nail clippers, thought Read More
by Michele von Dambrowski “The big bad wolf is accountable care and it makes … your primary care practices more important than they ever have been in the past,” points out Phyllis Marino, vice president of integrated marketing for University Hospitals in Cleveland. “The bottom line for us as marketers,” Marino told attendees of the Read More
by Ritch K. Eich, PhD In the game of professional baseball there are two levels of contest and two levels of play: the World Series and everything else. This model translates now and again to organizational management – though hardly as often as business authors would like us to believe – and under extreme circumstances Read More
by Michele von Dambrowski Not only are Quick Response codes dead, they “should have never lived,” claims Dean Browell, PhD, executive vice president for the social media strategy firm Feedback in Richmond, VA. Browell likens QR codes to the ill-fated CueCat, a cat-shaped code reader that plugged into a computer like a mouse. Wired and Read More
by Cheryl L. Serra Members of the Spirit of Women in Springfield, MA, recently had the opportunity to see and hear humorist and work-life balance expert Juliet Funt, daughter of Allen Funt, host of the 1970s TV show “Candid Camera.” They may also take advantage of a discount on the cost of mini-med school, an Read More
by Peter Hochstein So there it was, a sprawling health care behemoth, at first glance scarcely recognizable as a single entity. It was named Novant Health, created in 1997 by the merger of two North Carolina organizations, Carolina Medicorp and Presbyterian Healthcare, into a single system. Over time, other organizations joined Novant Health until the Read More
by Cecily Lohmar The last decade has seen considerable growth in health care service lines, most often with the objective of expanding the more profitable services. At the same time, there have been numerous market changes – with more to come. Service lines have been an effective model for improving quality and cost in the Read More
by Michele von Dambrowski Everyone knows that mobile is hot, observes Christian Twiste, vice president of interactive services at BlueSpire Strategic Marketing. But what everyone struggles with, including large Internet companies, is how best to address the different ways that people interact with their mobile devices. “A lot of mobile users are either bored, busy, Read More
Survey: Cost transparency major factor in provider and plan choice A survey of insured health care consumers released last month by TransUnion, a credit information and information management services company, reveals that 55 percent of consumers have started paying more attention to the details of their medical bills during the past year. Two-thirds (67 percent) Read More
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
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
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
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
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
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
by Sherry L. Stanislaw Although this century is only 13 years old, we have already seen an interesting evolution in how the health care industry views its consumers. It wasn’t that long ago when the popular term was “patient-centered care,” and although the words sounded nice, most hospitals had their share of challenges in truly Read More
by Peter Hochstein As hospitals continue to merge or in some cases drop their partners, marketers for those institutions find themselves challenged to explain what’s new and what’s the same about their organizations – even to their own constituencies. It was just such a need that led The Christ Hospital Health Network in Cincinnati to Read More