Subtopics: Patient Satisfaction, Surveys, Scores, Transparency, etc.
// By Rich Phillips // The past few years have seen noteworthy transformation within health care strategy and marketing. An important shift is underway from “awareness” marketing focused on brand building to “conversion” marketing focused on patient acquisition. While this shift is necessary, it remains insufficient. The emerging emphasis by health care CEOs on retention Read More
// By Lisa D. Ellis // Sometimes the best marketing opportunities come from just naturally doing the right thing for the people you serve. That’s certainly been the case for Beaumont Health, headquartered in Southfield, Michigan. Its commitment to caring for the community extends beyond addressing people’s physical health to also supporting their mental and Read More
“One of the great pleasures of [Strategic Health Care Marketing] is tracking the innovative marketing approaches that are key to building consumer engagement,” says Linda MacCracken, senior principal at Accenture (and member of the SHCM Editorial Advisory Board). After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, she has identified Read More
// By Linda MacCracken // One of the great pleasures of this journal is tracking the innovative marketing approaches that are key to building consumer engagement. After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, I have identified five key factors in building strong customer engagement. How do these topics Read More
Do you wear a fitness tracker to count your steps or follow other health-related measures? Many people who access health care services within your system also probably use the latest devices to monitor details like activity level, amount of sleep, and blood pressure. All of this information can paint a valuable picture of health status Read More
// By Lisa D. Ellis // Do you wear a fitness tracker to count your steps or follow other health-related measures? Many people who access health care services within your system also probably use the latest devices to monitor details like activity level, amount of sleep, and blood pressure. All of this information can paint Read More
The journey to selecting a health care system is not unlike the way people decide to buy a car, book a vacation destination, or hire a plumber. In fact, the basic consumer journey model can be adapted to almost any industry, according to Stephen Moegling, chief growth officer at Franklin Street, a health care brand Read More
Think back to the last time you went to a restaurant or store, and your server or sales clerk took the time to ask how your day was going or made an effort to form a personal connection. This probably made you feel welcome and left you with a favorable impression of the establishment. Incorporating Read More
// By Lisa D. Ellis // Do you know exactly how people decide where to go for their medical care? Understanding the path that patients take to access care can help you determine where in the decision process you have the best opportunity to influence them to select your system. Mapping the Decision Pathway Consider Read More
// By Lisa D. Ellis // A behavioral health practice in Manhattan that offers cutting-edge treatment options goes surprisingly low-tech when it comes to its marketing strategy. The results prove that sometimes simpler can be better. Find out how this practice: Uses old-fashioned techniques to connect with patients and physicians. Takes the stigma out of Read More
Health care organizations increasingly focus on improving the patient experience as reimbursement levels are now tied to this essential measurement. Further, when patients aren’t satisfied with their medical care or how office staff treats them, they are apt to shop around for a new provider. Yet all too often, areas where health care organizations invest Read More
// By Lisa D. Ellis // Health care organizations increasingly focus on improving the patient experience as reimbursement levels are now tied to this essential measurement. Further, when patients aren’t satisfied with their medical care or how office staff treats them, they are apt to shop around for a new provider. Yet all too often, Read More
Piedmont Healthcare’s prescription for staying current in the competitive marketplace includes partnering with Walgreens, one of the largest drugstore chains in the United States. To this end, Piedmont will take over operation of quick-care clinics in 27 Walgreens stores in the metro Atlanta region starting this August. This will enable Piedmont to provide easy-to-access locations Read More
// By Lisa D. Ellis // Piedmont Healthcare’s prescription for staying current in the competitive marketplace includes partnering with Walgreens, one of the largest drugstore chains in the United States. To this end, Piedmont will take over operation of quick-care clinics in 27 Walgreens stores in the metro Atlanta region starting this August. This will Read More
Have you ever truly wondered what it’s like to walk in your patients’ shoes? Many health care marketers today view patient experience in the context of how well a person interacts within the various touchpoints of his/her health care system, as well as by how satisfied the patients are with the care and information they Read More
Notable Health Care Advertising // By Peter Hochstein // “Health care heresies?” No doubt about it. Since April of this year, a New York advertising agency called Brandfire has been committing the advertising equivalent of heresy on behalf of North Memorial Health, a respected Minneapolis-St. Paul area hospital system with two hospitals, some 650 beds, Read More
// By Lisa D. Ellis // Have you ever truly wondered what it’s like to walk in your patients’ shoes? Many health care marketers today view patient experience in the context of how well a person interacts within the various touchpoints of his/her health care system, as well as by how satisfied the patients are Read More
At a children’s hospital in Massachusetts, families of patients trying to park their cars in the very crowded multilevel garage will find a valet waiting at the top level to take the vehicle for them if the lot is full. This helps to relieve parents’ stress and makes a difficult day a little easier. In Read More
// By Lisa D. Ellis // At a children’s hospital in Massachusetts, families of patients trying to park their cars in the very crowded multilevel garage will find a valet waiting at the top level to take the vehicle for them if the lot is full. This helps to relieve parents’ stress and makes a Read More
Notable Healthcare Advertising // By Peter Hochstein // In the Champlain Valley of upstate New York, where the nearest big city is Plattsburgh, population just short of 20,000, and the prevailing ethos is blue collar, 300-bed Champlain Valley Physicians Hospital had a problem. “ When you think of the kind of male who lives in Read More
“Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country,” says Ryan Hanser, APR, who leads Hanser & Associates, a full-service PR firm based in Des Moines, Iowa. “Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority of expertise. Read More
// By Ryan Hanser // Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country. Year over year, America appears to be witnessing the collapse of expertise and institutional trust. Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority Read More
If you or a family member broke an ankle or dislocated a shoulder, what if you could just use an app on your smartphone to schedule a visit at a nearby orthopedic urgent care center and, at the same time, also arrange for an Uber driver to transport you? That’s the premise of a new Read More
“Call centers in health care used to be treated like the ugly stepchild of the health system, banished to the basement of some administrative building and populated with low-performing employees,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “Because it was seen as a necessary evil, most executives treated the call center as Read More
// By Lisa D. Ellis // If you or a family member broke an ankle or dislocated a shoulder, what if you could just use an app on your smartphone to schedule a visit at a nearby orthopedic urgent care center and, at the same time, also arrange for an Uber driver to transport you? Read More