mommyjenlin

With the reformation of   healthcare in the U.S. about to hit full speed ahead, most healthcare providers will need to undertake a full detailed examination of their position in the market vies a vie their competitors.    A simple question really that is not so easily answered unless you're being honest, and are doing the market research. Positioning is not a tactic. It is a strategy. There are really only three positions you can have in a market, superior, equivalent or inferior. And just saying you have the newest hi-tech equipment, offer world-class care, revolve around the customer,    uild a new building, or produce a white paper does not, let me repeat, does not mean you hold a superior market position, or even a thought-leadership position for that matter. If your market share has not changed much over the last few years, you’re not in a superior position. If revenue has not grown, but stayed steady, you are not in a superior position. If your products, ...

With the reformation of healthcare in the U.S. moving forward full speed ahead, most healthcare providers will need to undertake a full detailed examination of their position in the market vies a vie their competitors. A simple question that is not easily answered. That is, if you're being honest. Positioning is not a tactic. It is a strategy. If someone in your organization tells you it's a tactic then they are once again showing that they don't marketing, and don't know what they are talking about. And just because you think you are superior, and say so in your marketing, doesn't mean the market sees you as superior. Too much organizational group think at play perhaps? There are really only three positions you can have in a market, superior, equivalent or inferior. And just saying you have the newest hi-tech equipment, offer world-class care, revolve around the customer, build a new building, or produce a white paper does not, let me repeat, does not mean you hol...

The die is cast and the way forward never more clear. Value-based payment, physician integration, bundled payments, population health, demand management, ACOs, P4P structures evolving and leading the transformation of healthcare as we know it. All of which is followed by the slow and painful demise of fee-for-service payments. Enter now into the reality of healthcare where quality, accountability, reduced care fragmentation, value for the price paid and innovation are king. And with great change comes great opportunity . How do you market in a time of upheaval and charge? Especially as healthcare providers must compete on outcome transparency, quality and cost. A triple threat and uncharted territory. Outcomes data will be the driver and available to the consumer to make an informed choice. A monumental shift in the market place of who controls the information. What worked in the past won't work tomorrow. Brand Your message needs to be clear and concise, echoing your brand promise ...

Given the upcoming ruling by the Supreme Court of the United States (SCOTUS) expected on June 28, regarding the Patient Protection and Affordable Care Act (PPACA), how will that change healthcare marketing? In the end regardless of the ruling, healthcare providers still need to reduce cost, improve quality, coordinate medical care inside and outside of the provider, integrate with physicians, manage chronic illness, reduce readmissions, etc. Government driven or privately driven, these issues and market momentum to change will remain regardless of the laws status. Just my opinion, but healthcare marketing has been slow to adapt to this dynamic environment. Fee-for-service will continue in some form. ACOs, medical homes, bundled payments, value-based payment and various P4P programs will continue. It's really a question of who is driving the change bus, private industry or the Federal government. There is really no choice in the matter anymore. Healthcare organizations will have to ...

Back in December of 2010, I wrote about the changing role of healthcare marketing in the context of PPACA. Earlier this week a reader asked if it had changed nearly two years later. Sadly, not much has changed in the current state and role of healthcare marketing. Oh, we have added an expanded social media and online practice, but much of the changing role and strategic marketing leadership that I envisioned with the passage of PPACA hasn't taken place. It's pretty much standard operations as in the past. And that is disappointing. Understand that I am not talking about pharma, medical device manufacturers, insurance companies, suppliers and retailers moving into the healthcare space. They get it. They understand the power and importance of marketing. This is for all the other healthcare providers that are still trying to operate like its 1990. What I wrote about two years ago, still stands. Healthcare organizations are falling behind daily in their marketing, with little room...