mommyjenlin

There is an article in the March, 2013 issue of Hospitals and Health Networks, "Is going it ALONE still an option for your hospital? YES!". It covers briefly the mission critical decisions and viewpoints, but sadly, it left untouched any discussion of marketing's role in all of this. So not being able to leave well enough alone, I started thinking about what role and competencies of marketing that would be needed to be in play to remain an independent, stand-alone hospital in an era of reform. First challenge, the current state of hospital marketing overall is not good enough and needs leadership, vision and new competencies. The second and even harder challenge is that hospital leadership is clueless about healthcare consumerism, how you market to the healthcare consumer and the marketing investment required, but they think they do. The third major challenge is admitting to the "I don't know healthcare consumer marketing" challenge in number two. If you...

There is a subtle but important market shift developing healthcare. And it's really a result of the growing healthcare consumerism movement I wrote about last week. That is the "patient" who is evolving into the healthcare consumer is making healthcare choices based on cost. Look, I get that we don't sell widgets. And as much as we decry and bemoan anybody that dares to bring up the subject of price, consumerism and patient dominated decision-making and choice in healthcare spawns from the devil himself, the fact remains that the "patient" is becoming a healthcare consumer and making choices based on cost. You can't ignore it, or hide your head in the sand anymore because it's not going away. Here's some of the evidence: (I receive no payment, nor have any contractual of relationships with the following aforementioned companies.) Aetna's easy-to-use, out-of-pocket payment estimator. Simple really, know the cost of a test, visit or procedure; ...

Now that PPACA is the law of the land, private and public ACOs will be springing up like weeds in a field. It may really be the last best chance to bend the cost and quality curve of the American healthcare system which is unsustainable. After all, its now about the right care; at the right time; for the right cost; in the right care setting. In the end though, the basic premise remains the same, to engage the patient, aka the healthcare consumer, in the care and treatment decision making process. The marketing challenge before you is to attract members to your ACO, engage and retain them with outcome and price transparency delivered with an exemplary customer/patient experience. In entering the brave new world of ACOs, here are some things that you need to consider for marketing: 1.) Transparency and Quality dashboards. This is about improving care, using best practices, learning and improving as a system to the individual level, by engaging the patient. If you do not plan t...

Now that the final rules for ACOs have been released by CMS , it seems that there is more positive interest in the ACO model first proposed under PPACA . The basic premise remains the same, to engage the patient, aka the healthcare consumer, in the care and treatment decision making process. Medicare ACOs remain open networks, meaning that members can go outside the ACO for service. The marketing challenge before you is to attract members to your ACO, engage and retain them. You must be prepared to deliver an individualized experience that meets the needs of that patient. A mass customization, of your patient experience process, down to the individual level. One size does not fit all. In entering the brave new world of ACOs, here are some things that you need to consider for marketing: 1.) Clear and easily stated Value Proposition . Not a mission statement, this is crucial for communications and focusing the message to members, employers, payers, government and community. Not flo...