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10 Useful Resources Shared at HMPS18

Posted on May 15, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

I recently had the opportunity to attend Healthcare Marketing & Physician Strategies Summit (#HMPS18) in Salt Lake City. This was my second time attending the conference and it was just as exciting and educational as my first experience

Consumerism and improving the patient experience dominated the conference with many sessions and exhibit booths dedicated to strategies, tactics and technologies that were designed to address the challenge of rising patient expectations. Many familiar names were exhibitors including: Lionshare, Stericycle Communication Solutions, Influence Health, ReviveHealth, MERGE Atlanta, Healthgrades, Tea Leaves, True North Custom, Evariant, and Hailey Sault.

There have already been some great summaries written about the conference. Most notably from:

Rather than write another summary I thought I would share some of the amazing resources that were shared during the conference – resources that I believe anyone in Healthcare that is involved in marketing or patient experience would find helpful.

One of the best resources was from Shawn Gross of White Rhino. In his session Shawn walked us through a “Micro-Moments of Patient Trust” journey map. This is about as succinct a map as you’ll find that captures the essential elements of a typical interaction with a non-chronic patient.

Amy Jose from Spectrum Healthcare Partners captured this enlightening chart from Cleveland Clinic that shows what social media channels they post to during the day. It wasn’t surprising to see that Facebook and Twitter dominate the chart, but what was a bit shocking was the frequency. Kudos to the Cleveland Clinic team for developing enough content to drive this level of social interaction.

One of the undertones of HMPS18 was that the role of Healthcare Marketers is changing. Instead of being just a master of traditional marketing tactics, leaders will be expected to be master scientists as well. The Marketer Scientist will need to mix data analysis, systems thinking and technology prowess along with storytelling, branding and leading change.

This slide captured by Meghan Lugo from Jennings is a great reminder to anyone in sale or marketing. My favorite is #5 – focus on helping not selling. When you help someone, you create a real connection. Connection leads to trusted relationships and relationships are the foundation for any sale. True for Health IT software and equally true for healthcare services.

While at the conference I had the opportunity to be one of three audience members for a podcast recording hosted by Reed Smith and Chris Boyer. Interesting insights on Facebook and healthcare’s new “digital front door” were shared by the podcast panelists: @dandunlop @tmoore634RN @AndrewDRainey and JK Loyd

Need help convincing senior management that you need to invest in service recovery? Check out these amazing comments from HCA patients that revised poor online reviews after the hospital made sincere efforts to make it right.

Linda McCracken shared a sobering slide about how much consumer experiences are influencing patient expectations – and rightfully so. I was surprised at how 45% of people will not travel more than 10 miles for routine care. Can anyone say tele-consults?

Another great share from Amy Jose, this time a slide full of stats on patient and consumer digital health usage.

One of the best sessions I attended at HMPS18 was this one with Renown Health CEO Tony Slonim MD @RenownCEOTonyMD and Chief Marketing Officer, Suzanne Hendrey @healthmktr. It was full of great tips and suggestions on how senior executives can engage with patient and the community in an authentic way that also helps drive towards the goals of the organization. Thankfully for those that couldn’t be there Dan Dunlop Periscoped the entire session.

Finally, there’s this video shared by Paul Griffiths friend and CEO of MedTouch. It’s not a resource per se, but it is a touching video that tells his personal story and what’s driving him to improve healthcare.

 

Physician Transparency List

Posted on November 4, 2016 I Written By

John Lynn is the Founder of the HealthcareScene.com blog network which currently consists of 10 blogs containing over 8000 articles with John having written over 4000 of the articles himself. These EMR and Healthcare IT related articles have been viewed over 16 million times. John also manages Healthcare IT Central and Healthcare IT Today, the leading career Health IT job board and blog. John is co-founder of InfluentialNetworks.com and Physia.com. John is highly involved in social media, and in addition to his blogs can also be found on Twitter: @techguy and @ehrandhit and LinkedIn.

When social media initially started to become popular, a man named Ed Bennet did this amazing job creating a list of hospitals that were doing things on social media (ie. Facebook and Twitter). It was a really incredible look into how hospitals were approaching Twitter and Facebook. At the time, no one knew what they were doing. We were all trying to figure out. It was a dynamic and fun time, but also a bit scary since we were all shooting from the hip.

Over time, most hospitals have adopted a full social media strategy and have professionals that are quite familiar with the options available. Certainly, there are some that execute their hospital social media strategy better than others, but very few hospitals aren’t active in some way on social media.

In typical Ed fashion, he’s moved on from social media and has now created a Physician Transparency List which highlights the ways hospitals are displaying various physician ratings on their hospital website. I love that he calls it a transparency list since so many organizations are afraid of these physician ratings. So, it takes a bit of bravery to be willing to post the ratings on your hospital website.

So far Ed has 35 hospitals on that list, but I believe over the next 3-4 years we’ll see most hospitals doing some form of physician transparency on their hospital website. It very much feels like social media where it started with a few hospitals and then spread to many more.

The reality is that these physician ratings are going to be available to the public. So, why not put them on your hospital website? At least then you control the experience the user has and you can give them the opportunity to engage with you and your organization. In fact, I think that’s where so many hospitals have done a poor job. It’s one thing to display a rating. It’s a whole other thing to create easy opportunities for patients viewing your physicians’ ratings to engage with your organization. It’s such a missed opportunity for most hospitals.

I look forward to seeing Ed’s list continue to grow. Plus, it will be great to see how hospitals are taking advantage of this opportunity to be transparent and engage with patients.

Hospital Uses Disney Magic To Improve Patient Satisfaction

Posted on December 26, 2011 I Written By

Anne Zieger is veteran healthcare branding and communications expert with more than 25 years of industry experience. and her commentaries have appeared in dozens of international business publications, including Forbes, Business Week and Information Week. She has also worked extensively healthcare and health IT organizations, including several Fortune 500 companies. She can be reached at @ziegerhealth or www.ziegerhealthcare.com.

Ideally, patients come away from their hospital stay not only healthier, but happier too. So how about taking a page from the Happiest Place On Earth?  Yes, I mean Disney Land.

Dissatisfied with its patient satisfaction scores, one Florida hospital has struck a partnership with Walt Disney Co. to pick up some of that Mouse Magic.  Since then, the hospital’s scores have shot up — and patient volumes, too.

Back in 2009, satisfaction was at rock bottom at 200-bed Florida Hospital for Children. To change its luck, the 200-bed hospital decided to make sure of a pioneering program run by Disney, laying out about $200,000 in consulting fees to bring the entertainment company in.

Not only did Disney help the hospital improve its presentation, it also got tips on improving staff morale and treating patients as customers. (The “staff morale” thing is a bit amusing, since, as all former Florida residents know, Disney’s own employee policies have earned it the title “the Rat.” But I digress.)

These days, when little patients and their parents enter the Walt Disney Pavilion, they’re greeted by a “park ranger” who offers directions, a Disney-theme play area and a ukelele-playing greeter in character costume, according to USA Today.

Behind scenes, some staffers have been tagged as Disney-style “cast members,” and work areas have been renamed “back stage” and “front stage” areas.

While some of this may sound a little silly, it’s generated big results.  Florida Hospital’s patient satisfaction scores have climbed to the 80th percentile of all children’s hospitals nationally. Even better, patient volumes are up by nearly half, administrators told the paper. You can’t beat that with a stick.

Though I’m sure kids are more focused on the fun, park-like attractions, my hunch would be that the back-office changes were as important to Florida Hospital’s transformation as the cosmetic fixes. After all, when it comes right down to it, the parents who pay for care are more worried about things like working with staffers who are upbeat and happy with their jobs.  Still, it’s an intriguing approach overall.

 

 

Google takes over hospital industry, CMS in private leveraged buyout

Posted on April 18, 2011 I Written By

Anne Zieger is veteran healthcare branding and communications expert with more than 25 years of industry experience. and her commentaries have appeared in dozens of international business publications, including Forbes, Business Week and Information Week. She has also worked extensively healthcare and health IT organizations, including several Fortune 500 companies. She can be reached at @ziegerhealth or www.ziegerhealthcare.com.

Read the headline?  Those are things that just aren’t going to happen, right?

Well, I’m pretty sure the things that we can expect for the next few years will end up looking just about that strange when we read about them a decade later.

My personal faves are a) Accountable care organizations dominate U.S. healthcare system, b) Most hospitals are connected to doctors via EMR and c)  Emergency departments no longer swamped with uninsured patients.

Anyone else want to volunteer “future headlines” — stuff that might come true but seems impossible at the moment? Or stuff that should happen but just can’t?  Sarcastic or serious, your choice.

So, you got your crystal ball out?  I’ll publish all of your predictions, crazy or not. 🙂

Tweet roundup: Data loss at Thomas Jefferson, med records found in dump

Posted on August 15, 2010 I Written By

Anne Zieger is veteran healthcare branding and communications expert with more than 25 years of industry experience. and her commentaries have appeared in dozens of international business publications, including Forbes, Business Week and Information Week. She has also worked extensively healthcare and health IT organizations, including several Fortune 500 companies. She can be reached at @ziegerhealth or www.ziegerhealthcare.com.

Happy weekend!  Here’s a group of tweets from the past few days that might be worth a second look.  If you have tweets you’d like to see in our roundup please feel free to share them.

Cheers,

Anne Z.

____________________________________________________________
Tweets for the week of 8/8/10

> @idtexpert #Medical #IdentityTheft Alert: Huge loss of patient data at Thomas Jefferson #University #Hospital in #Philadelphia ; http://bit.ly/dsTWhd

> @drchrono patient med records found in a Boston dump! sounds like yet another good reason to get an EMR: http://bit.ly/bOEPCP #emr

> @hcapr Regional Med Ctr of San Jose Uses Pocket-Sized Handout to Improve Quality Scores: http://tinyurl.com/2cp7ph2 #HCA #hospital #cms #healthcare (Hey, I’m intrigued; how about  you?)

> @ShigeoKinoshita RT @ingagenetworks: 3 ways to increase engagement and revitalize your healthcare system http://bit.ly/98Fe7s #hcsm #health20

> @AndrewPWilson: CDC Gateway to Health Communication & Social Marketing Practice http://bit.ly/b4udxS #gov20 #health20

> @HealthYRc Lone bedbug sends Kings County Hospital ER into fumigation lockdown – #New #York #Daily #News#Hospitals#Health > http://bit.ly/bSFMlS

> @HealthYRc It’s easy to buy babies at govt hospitals – #Times #of #India#Hospitals#Health > http://bit.ly/ddRmdH (ED: Sounds outrageous but check out the story)

Come on, hospitals! Put the social media pieces together!

Posted on August 9, 2010 I Written By

Anne Zieger is veteran healthcare branding and communications expert with more than 25 years of industry experience. and her commentaries have appeared in dozens of international business publications, including Forbes, Business Week and Information Week. She has also worked extensively healthcare and health IT organizations, including several Fortune 500 companies. She can be reached at @ziegerhealth or www.ziegerhealthcare.com.

Today, in the Baltimore Business Journal, we learn that Charm City hospitals are doing a great deal more social media outreach than they had in the past.  Take health system LifeBridge, the paper says:

The LifeBridge Twitter account and Blogspot blog is updated regularly and provides health care information to patients while its Facebook page is used as a job and career board. LifeBridge also has its own channels on YouTube and ICYou, an online health video source.

These all sound like good initiatives which use the various social media channels appropriately.  It’s clear that LifeBridge is trying to reach out and touch consumers; that it wants patients to be healthy;  that it’s making sure people have access to its job listings and that it’s making an effort to keep people up to date on its activities.

All of which means, well, just about zero if I’m a patient hoping to decide where to have an elective procedure.  Nada. Zip. Job listings?  Meh. Tweets?  Well, I’m willing to be called on it if I’m wrong, but I’m doubting they start thoughtful conversations with consumers.  Health information on video?  Well, I’ll add a few points for the video, as it’s a pretty compelling way to educate people, but just a few.

Bottom line?  Even if they are using the right content for the right pieces, these are a bunch of loosely-connected initiatives that can’t do much to make patients feel safe, comfortable and welcome on their own.  Doing that takes not only a change in content, but also in approach.

It’s time to build social media efforts around a central goal, that of making your key audiences feel connected to your facility. Not informed about what you’re up to (most people who read don’t care about your new parking tower), not educated (there’s a place for that and it’s usually called WebMD) but connected.

That would take a bunch of effort, time, study of what patients, clinicians and staffers want and some serious trial-and-error experimentation. But it would be worth every penny. Try it — I dare you!  You won’t be sorry.

Let’s turn patients into evangelists; join our beta and find out how

Posted on July 27, 2010 I Written By

Anne Zieger is veteran healthcare branding and communications expert with more than 25 years of industry experience. and her commentaries have appeared in dozens of international business publications, including Forbes, Business Week and Information Week. She has also worked extensively healthcare and health IT organizations, including several Fortune 500 companies. She can be reached at @ziegerhealth or www.ziegerhealthcare.com.

We would all love to see great healthcare organizations rewarded by great community support, both on and offline — but the truth it’s rarely that easy.  If you want feedback — even well-earned praise — you generally have to work for it.

The problem seems to be particularly acute for hospitals. Even patients who have had a great experience with labor and delivery, about the most heartwarming,  upbeat experience a healthcare provider can deliver, seldom go online to rave about the lovely setting, the attentive nurses, the modern birthing practices or family-friendly room design. Still,  it’s a problem for providers across the board.

So, what will it take to get patients to share their feelings online? Let’s find out!

nextHealth Media is pulling together  a group of providers who want to build a better community engagement model, specifically by using social media tools.

Our idea is to create a single plan and implement it across a few environments — making it easier to share ideas and make progress — then tell the story of what we’ve learned.

The model will be very simple and the time we invest fairly modest, but we think the returns could be great.  As things progress, Twitter and TweetChat will keep ideas flowing (#engagedpatient).

If you’re interested, drop me a note at engagementproject@nexthealthmedia.com or call me at (703) 537-8105. And if the spirit moves you, please do comment here on what you think it will take to get this project off the ground. Would love to get your input!

Opportunities ignored, or, why Target should run hospitals

Posted on July 25, 2010 I Written By

Anne Zieger is veteran healthcare branding and communications expert with more than 25 years of industry experience. and her commentaries have appeared in dozens of international business publications, including Forbes, Business Week and Information Week. She has also worked extensively healthcare and health IT organizations, including several Fortune 500 companies. She can be reached at @ziegerhealth or www.ziegerhealthcare.com.

“Do you want to go to Green Hospital or St. Marigold’s Hospital for your procedure?” asked the polite young woman from the specialist’s office.

She paused — and there was a moment of silence on the call. I was wondering whether I had a single reason to prefer one over the other for my upcoming test. “Uh, I think I’ll have it done at St. Marigold’s, please,” I told the still-polite young woman, who didn’t know what the problem was.  We scheduled the test — a fairly pricey and for the hospital, profitable one — and life went on. 

Why did I choose St. Marigold’s?  Well, despite the fact that I know a good deal about the medical business, it wasn’t because I was reading from some quality report. It wasn’t because my doctor recommended one over the other.  It wasn’t even because St. Marigold’s is an easier commute from my home. 

The plain, sort of embarassing truth is that I chose St. M’s because I’d visited once and somehow liked its earnest, 40’s-era community hospital ambience (old fashioned ER sign, brick facade, old oak trees scattered around the campus). I think I was perhaps digging into some stereotype I hold, deep in my subconscious, of where Dr. Kildare would have practiced, or maybe Trapper John.  In other words, it wasn’t exactly a rational decision — and getting the business was a random piece of luck for its management.

Now, some patients are going to end up at your hospital’s door that way regardless. After all, that’s the way leads work — some just turn up. But I’m surprised neither hospital I heard about did anything to sway my decision, or at least the likelihood that I’ll refer friends before and after I get my care:

Why not give the office appointment booker handfuls of brochures or even a single sheet of information on why patients should feel safe getting test X or procedure Y there?

What about sending a thank you e-mail or calling me to make me feel all comfy about the procedure, educate me about the broad medical facts (heck, a link to WebMD or the like can help)?

Why not offer a nurse line, strongly branded with your facility’s name, offering patients the chance to ask as many questions as they’d like about the basics of the upcoming experience?  (Few if any booking departments know much about the procedures they’re booking, and physicians can only do so much to handhold patients.)

After the procedure/test, it wouldn’t hurt to send the patient a little gift (innocuous one like a plant, perhaps), if they’re in a demographic you’d like to keep interested.  I know that might sound a bit tacky but if done right it could just seem warm and reinforce your positioning strategy.

As I see it, ignoring such opportunities is a huge mistake. And sadly, it’s a common one.  While some hospitals run smart consumer ad campaigns, most don’t reach patients at key touch points, much less do much to maintain loyalty.  Hell, many don’t even try.  

Why don’t  hospitals think about patients the way the retail industry does?  Any number of reasons come to mind, including laziness, inflexibility, hidebound management thinking and a simple failure of imagination.  But whatever’s going on, you’d better hope Target doesn’t go into the healthcare business. They’ll bury you.

Generating serious ROI from your content — it’s no pipedream!

Posted on July 18, 2010 I Written By

Anne Zieger is veteran healthcare branding and communications expert with more than 25 years of industry experience. and her commentaries have appeared in dozens of international business publications, including Forbes, Business Week and Information Week. She has also worked extensively healthcare and health IT organizations, including several Fortune 500 companies. She can be reached at @ziegerhealth or www.ziegerhealthcare.com.

As I’ve met with current and potential clients and partners, I’ve been lobbing what may be a heretical idea over the fence. The idea? That even though they’re not in the business of publishing newsletters and magazines or writing reports, the content they house can be turned into money, sometimes quickly.  And moreover, that they can measure how much value they’ve generated in real-dollar terms, at least some of the time.

When I say content can be turned to money, I have several models in mind. Some of them are already pretty familiar:

Marketing communications: Taking stories you already have internally — such as case studies on successful outcomes — and getting some publicity. That can certainly  help attract patients, though it’s hard to figure out just which patients were influenced by what  message.  Not hard to pull off, as we’re mostly talking text.

Price: $500 to $2,000 per case researched/written up if outsourced to serious marcomm pros

ROI: Potentially, some measurable increase in use of outpatient procedures which are needed, scary and common, as well as as well as new admissions, especially for specialties like OB/GYN where womend o a lot of shopping.  Wild guess in revenue? $500K per year for a 150-bed community hospital if a few good stories are developed and promoted.

* Recruitment:  Gathering stories from clinical staffers on how the find work-life balance and satisfaction when affiliated with your institution.  That can be a bit more complicated to do, as video, photos and scripts may be called for, but the right presentation can be killer — even viral!

Price: From $500 for a crude effort to $2,000 for a glossier series of profiles with backup campaign involved.

ROI: Again using the example of the 150-bed community, if you brought in even four nurses you’d probably save $200K in recruiting costs.

As for doctors, depending on the specialty the amount could vary widely, depending on what in-demand specialties  you managed to attract, but we both know it’s more cost-effective to find someone who really wants to work with your institution than folks who show up because you throw ’em a big bonus.  If all this strategy does is save you having to come up with another $100K to $150K recruitment bonus, mission more than accomplished.

Is that all you got? Nope!

Next, I’ll talk about less conventional ways to add revenue or save expenses through smart use of the content (and don’t be fooled, I mean waaaay more than editorial content).  We’re talking things as important as changing referral patterns and building community support for controversial new ventures through the use of “social content.”  More to come on this!

Doctor-patient speed dating: a good idea

Posted on July 6, 2010 I Written By

Anne Zieger is veteran healthcare branding and communications expert with more than 25 years of industry experience. and her commentaries have appeared in dozens of international business publications, including Forbes, Business Week and Information Week. She has also worked extensively healthcare and health IT organizations, including several Fortune 500 companies. She can be reached at @ziegerhealth or www.ziegerhealthcare.com.

 At first, I wasn’t sure what I thought about this, but I’ve decided that we’ve looking a  good    idea here. As the following    NPR piece describes, some hospitals have arranged a form of    “speed dating” giving doctors and  patients to meet each other in a friendly, relaxed    atmosphere. God knows this is a more sympathetic approach than the mechanical, soul-less  one already in use, n’est pas?  Both doctors and hospitals appear to win here.

Hospital attracts patients with “speed dating”

“[These programs] aren’t just about marketing to patients. They’re also a tool to reach out to physicians and encourage them to refer their patients back to the hospital.

“Physicians drive health care, period,” says Travis Singleton, a senior vice president at Merritt Hawkins, a physician placement firm. “Ninety percent of the health care dollars that are spent in today’s marketplace are through the physician’s pen, whether that’s patients they admit, whether that’s tests they administer, whether that’s procedures they order, whether that’s insurance they bill.”Do you think this is a good idea?  Why or why not?