Tag Archives: patient experience

Reputation Management: From Marketing to the C-Suite

Reputation Management conceptIs online reputation management is a top priority for your health system? Join me tomorrow, December 14, 2016 at 12 pm CST, to learn how healthcare marketers are leveraging online feedback to strengthen brands and improve patient experience.

“Reputation Management: From the Marketing Department to the C-Suite” is a free webinar sponsored by Binary Fountain and hosted by the Forum for Health Strategists. I’ll be moderating the panel discussion featuring Mike Dame, VP for Marketing and Communications with Carilion Clinic, Richard Palumbo, VP of Marketing with Amsurg, and Kate Slonaker, VP of Marketing for Privia Health.

Learn more and register at: Reputation Management Webinar.

Five big trends, five key roles, five bold moves for healthcare marketers

neshco logoNext week, long-time colleague Candace Quinn (Brand Equals Experience) and I will present a keynote address at the New England Society for Healthcare Communications Spring Conference in Newport, Rhode Island.

Our session – Preparing for a New Era of Healthcare Marketing – kicks off at 8:30 a.m. on Monday, May 20.  Here’s a sneak preview of the talk:

Five Forces Changing Healthcare Marketing

  1. The new economics of health care reform – the industry is transitioning from ‘pay for volume’ to ‘pay for value’ through accountable care systems and risk reimbursement models.
  2. Market restructuring and emerging delivery models – consolidation and alignment through mergers, acquisitions and strategic partnerships will change competitive dynamics in local markets.
  3. Evolution of brands in physical and virtual environments – healthcare is getting smart about brands as competitive assets that drive business performance, and the importance of brand experience.
  4. Technologies that disrupt and transform – digital technologies are revolutionizing business processes everywhere, and profoundly changing the way patients and providers interact.
  5. Growing, changing, graying, connected consumers – aging baby boomers will be a driving force for healthcare services in the coming decades – not just for ‘what’ is delivered, but ‘how’ it will be delivered.

Five Critical Roles for Healthcare Marketers

  1. Growth strategist – revenue generation is the priority; adopt a strong P&L mindset, drive clear alignment of brand, marketing and sales investments to the health system’s growth strategy.
  2. Brand advocate – invest in the brand; create a powerful, differentiated, competitive brand position, and lead organizational change to deliver brand value, not just promote it.
  3. Digital change agent – web, social networking, search marketing and mobile capabilities – integrated with clinical IT systems, are no longer optional for providers that want to remain relevant.
  4. Experience champion – advocate for customer-centered decision-making and design systems and services that transform customer experience.
  5. Innovation catalyst – bring creative thinking and fresh solutions to systems, programs, services and products that attract, serve and retain customers.

Five Bold Moves to Transform Healthcare Marketing

  1. Change the marketing culture – this requires an organizational shift in thinking about marketing as tactical communications to a discipline that is strategic, cross-functional and bottom line oriented.
  2. Reconfigure the marketing organization – establish a vision, role and scope for marketing as a revenue-generating capability, then restructure marketing operations to support growth goals.
  3. Acquire new competencies, capabilities and skills – acquire expertise in business analytics, R & D, brand building, customer acquisition/retention, CRM/PRM, digital, search and social marketing.
  4. Create a compelling case for change and bias for action – focus marketing investments on strategies that grow revenue and improve business performance.
  5. Communicate new roles, new rules, new expectations – create co-ownership and co-accountability for marketing outcomes across administrative, clinical and business operations.

We hope to see you there.  If you can’t make it and would like a copy of the slide deck, just let me know.

Close encounters of the patient kind

handsThis morning while watching the horrific news about three young women recently freed from ten years of captivity and unspeakable abuse, I recalled an encounter I had with a young abuse victim early in my career as a hospital marketer.

The ER charge nurse called and asked if I had a camera (I did) and could I bring it immediately to the ER as they needed to capture pictures of a patient’s injuries.  When I pushed through the double doors leading to the patient care area, she led me aside and said, “I’m sorry to ask you to do this but we need  photos of a child with some pretty bad injuries.  Do you think you can handle that?”

Now, I wasn’t the squeamish type, but I was young and pretty naive.  I’m thinking car accident or some other mishap and was not prepared to see a young child wounded by the purposeful, cruel actions of an adult.

Walking into the exam room, a tiny girl, maybe four or five years old, was curled up under thin blankets on the exam table. Deep bruises were evident on her arms and legs, cuts and blood trailed along her hair line. She shrunk into the bedding as I approached.  “Hi there,” I said softly.  “I’m going to take your picture.  Have you ever had your picture taken?” She shook her head ‘no’ and I slipped the Nikon from around my neck and sat it on her bed.  She picked it up, looked it over and, when trusting that it would not hurt her, handed it back to me and smiled.

At that point, I wanted to cry, but lifted the camera and began the process of recording the wounds inflicted by her abuser.  The ER attending pointed out the injuries he wanted photographed.  Bruises, cuts, cigarette burns and others too atrocious to mention.  When finished, I removed the roll of film from the camera and handed it to the charge nurse who would turn it over to the police once they arrived.

“Thank you,” said the nurse when we were back in the hall.  “This isn’t her first visit here but, God and the legal system willing, we’re hoping it’ll be her last.”

“Who would do such a thing to an innocent child?” I asked.  “Her mother,” she replied.

Back in the office, I shut the door, turned out the lights and sat in the dark.  That was the first direct encounter I’d had with a hospital patient and it left me shaken, sad and angry.  In the years to come, I would meet many more patients and family members at the most scared, painful, hopeful and sacred times in their lives – the grandmother saying goodbye to her dying 19 year old grandson, new parents showing off their healthy triplets, moms and dads rushing to the ER to find their children okay after an early morning school bus accident, the middle-aged man with a new heart and years yet to spend with his loving wife and family, the grieving mother of the heart donor.

I don’t know why this is weighing heavy on my mind today.  Whatever the reason, it’s reminded me that this business of healthcare is important work.  Our doctors, nurses, emergency responders and others on the frontline witness the ravages of evil more often than we care to admit.  But they also see the good and, occasionally, the miraculous.  And for that, I’m grateful.

Want to Experience Best Practices in Service Excellence? Come to Scottsdale.

I’m looking forward to the PRC Excellence in Healthcare Conference June 3 – 6, 2012 in Scottsdale, Arizona.  Hosted by Professional Research Consultants, Inc., the conference provides healthcare professionals with information, case studies, best practices and tools to develop, implement and improve service excellence.  The conference agenda offers dozens of important and timely topics – like “The C-suite’s Role in Building a High Performing Culture” to “Achieving Physician Loyalty through Service Excellence” to “A Roadmap for Improving Healthcare Service Quality:  Lessons and Tools from the Mayo Clinic.”

Candace Quinn of Brand = Experience, Carla Bryant with Corrigan Partners and I will present “The Future of Healthcare Marketing” on June 4, 2012 at 1:00 pm.  Our two-part session will focus on trends shaping the future of marketing practice in healthcare, five critical roles for chief marketing executives and steps for transforming marketing performance.  We’re excited about this topic and look forward to engaging conference attendees in dialog and ideas to effect change.

The conference will be held at one of my favorite Scottsdale resorts – the Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch .  Will we see you there?