Connections between hospitals and doctors working outside the hospital aren’t as strong as they used to be. “So many organizations have realized we have completely lost touch with our primary care physicians,” says Kriss Barlow, RN, MBA, principal at Barlow McCarthy. “They don’t come to the hospital, they use hospitalists.” The pandemic has added to Read More
While health system marketing departments largely focus on consumers, physician relations professionals, aligned with business development, focus on building relationships with referring physicians, overcoming barriers, and growing referrals. // By Jane Weber Brubaker // Connections between hospitals and doctors working outside the hospital aren’t as strong as they used to be. “So many organizations have Read More
Measuring brand loyalty is a constant challenge for health care organizations. Marketing professionals use different measures to determine if they’re capturing patients throughout their health care journey. One of the parameters being used today is called Share of Care. Share of Care is a revenue-based measurement that gauges the health of the patient relationship, according Read More
// By Wendy Stark Healy // How much of a patient’s health care spending goes to your organization? And how much goes to your competitors? “Share of Care” is a revenue-based measurement that compiles multiple data points to give you the full picture. Measuring brand loyalty is a constant challenge for health care organizations. Marketing Read More
“Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game,” says Tom White, CEO of Phynd Technologies. Here’s an excerpt from White’s new article for Strategic Health Care Marketing: Marketers and business teams must create and market new networks to Read More
// By Tom White // Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game. Every covered life gained is a win over the competition, and the stakes are high: CMS pegs healthcare spending per person at nearly $10,800 annually, Read More
// By Althea Fung // Picture this: A patient goes to her primary care physician with complaints of dark, dry skin patches on her arms. The doctor, who is a staff physician at a large health system in New York City, quickly determines that she has acanthosis nigricans and prescribes a topical ointment. The doctor Read More
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 using a Physician Relationship Management (PRM) 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 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