Positioning for population health management: the healthcare marketer’s challenge

Population HealthWith the implementation of the accountable care act, and the creation of Accountable Care Organizations (ACOs), patient-centered medical homes, and other new delivery models, healthcare marketers face new challenges.

  • How do you position your organization for population health management?
  • How do you present the organization as a credible and valuable partner for wellness coaching and behavioral change?
  • How do you communicate the benefits of new delivery models to consumers, and drive choice to your network?

My friends at BVK (Milwaukee) recently conducted a national research study conducted to explore consumer attitudes about wellness, prevention, population health management and accountable care, and to gain insights that will help healthcare marketers position and market these services.

Joel English, managing director at BVK, will be presenting highlights from this study on a Forum for Healthcare Strategists Webinar that I’ll be moderating on Wednesday, June 26 at  11:30 a.m. CDT.  We’ll be joined by Jeff Cowart, former SVP for growth and sales at Baptist Health System in San Antonio (Jeff recently joined the Barlow/McCarthy team).  He’ll address how Baptist Health, Detroit Medical Center and Abrazo Health (Phoenix) are tackling the critical strategic and marketing issues involved in a population health strategy, and the unique approaches they are taking to market their ACOs.

This is a great opportunity to learn more about the opportunities and challenges for healthcare marketers in positioning health systems for success in the new world of accountable care.  I hope you will join us.

Forum for Healthcare Strategists Webinar
Positioning for Population Health Management: The Marketer’s Challenge
Wednesday, June 26, 2013
11:30AM – 1:00PM (CDT)

Click here to register.  Registration fees are $89.00 for Forum members and $119.00 for non-members.

One response to “Positioning for population health management: the healthcare marketer’s challenge

  1. Does it give marketers another bite at the apple with the C-suite and is it a bigger, better bite than “branding?” Nope. I don’t see CEOs who are waiting for ACOs to pass over, or finally arrive, before they make a move be willing to drink the weak cool-aide of wellness again.

    More to the point, I think this is selling the weakest aspect of PHM. The big data analysis, risk stratification, and then clinical interventions in the risk segments are the proven benefits of PHM. General wellness etc is fluff and easily, cheaper fluff when delivered by a host of existing non-hospital providers.

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