mommyjenlin

Faced with a cacophony of payment models from fee-for-service to value and risked based, with everything else in between, the evolving healthcare consumer, millions of people in the coming months gaining access to healthcare via the HIX insurance purchase, healthcare marketing becomes an even greater challenge than before. One size does not fit all. And growth is good. Sustainability...Presence...Perception...Experience... These are the four dynamics that direct-care healthcare providers need to understand and incorporate for success in their marketing operations and campaign efforts in a consumer-driven market. No longer nice to have, these four basic marketing concepts are now business requirements. Sustainability- The resources to effectively and continuously communicate brand and differentiate you’re offering across multiple channels. Presence - By maintaining a continuous presence across multiple channels as in so many other consumer-directed industries you build brand preference....

Any number of healthcare organizations are looking to increase admissions or sell to drive revenue and volume by associated physicians. Sales staffs are popping up all over like weeds-in-a-field, complete with goals and objectives, territories and sales quotas for specific docs along profitable clinical-lines and disease-states. In most cases they are managed by people who have never sold anything in their life. Little understanding of the relationship sales cycle, what is important to the physicians, their needs and ultimately their patients. The first time the sale person comes back to the organization with "This needs to change" request, it all breaks down because nobody internally wants to really change anything. We just want volume and revenue. What's wrong with this picture? To sell too physicians successfully, you need more than office lunches and how are the kids kind of conversations. Its about their experience in admitting, treating and referring patients to you...

To tweet or not to tweet, that is the question? Faced with a dizzying array of possibilities from twitter to facebook to YouTube, LinkedIn, flicker and others, healthcare providers are struggling with developing a comprehensive social media strategy to engage their customers. Understandable really. Some of the concern comes from not understanding the power and uses of social media and how consumers are the new paparazzi. Some comes from trying to figure out how a social media strategy fits into the overall marketing plan. Some is purely from executive ignorance in not understanding the place and uses of social media in the life of the healthcare consumer. In many cases its all of the above and others, including and by far the most pervasive, the never ending paralysis by analysis planning loop and engaging in that quest for the perfect best practice before proceeding. In these situations it is about internal marketing leadership. As the marketing expert in your organization, you ne...

Sustainability...Presence...Perception...Experience... These are the four constants that direct-care healthcare providers need to understand and incorporate for success in their marketing operations and campaign efforts in a consumer-driven market . No longer nice to have, these four basic concepts are now business requirements. Sustainability- The resources to effectively and continuously communicate brand and differentiate your offering across multiple channels. Presence - By maintaining a continuous presence across multiple channels as in so many other consumer-directed industries, you build brand preference. Perception- With a sustainable, continuous presence in the marketplace, sooner rather than latter, your key messages become the opinion of you by consumers and they become fact in their minds. Experience- The actual customer experience matches the brand image, perceptions and opinions of customers that you created in the marketplace that had been communicated in an integrat...

Any number of healthcare organizations are looking to increase admissions to drive revenue and volume by associated physicians. Some providers are returning to the days of employing physicians and that seems to be making a big comeback due to the Patient Protection and Affordable Care Act (PPAAC). Here's hoping lessons learned from the last go around of physician employment will result in fewer mistakes this time. Sales staffs are popping up all over like weeds-in-a-field, complete with goals and objectives, territories and sales quotas for specific docs along identified and profitable disease-states. In most cases they are managed by people who have never sold anything in their life. Little understanding of the relationship sales cycle, what is important to the physicians, their needs and ultimately their patients. The first time the sale person comes back to the organization with "This needs to change" request, it all breaks down because nobody internally wants to reall...