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....

Sometimes, another organizations PR missteps, are an opportunity to learn how not to handle a PR crisis. Just ask the Chicago Bears , who historically have mishandled every PR crisis of the last 10 years, including the one the week of December 12. Yes that right, this one went on for a whole week, because they messed up right from the beginning. Is your response to dive for under the desk? Do you send out poorly prepared underlings, to face reporters and the public? Does leadership, make proud pronouncements at the outset, that could come back to haunt you because at this point, you just don't know? Do you react as an arrogant organization with the, "How dare you question us response"? Do you think that it can never happen to you? Do you have a crisis communications plan in place? Every healthcare organizations will face a PR crisis. How you handle the communications, will determine the amount of brand damage, and length of time people remember. In this age of social medi...

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...

Physicians are the lifeblood of many a healthcare organization. As competition increases for their attention whether it be a hospital, specialty pharmacy, medical device manufacturer, or pharmaceutical company to name a few, cutting through the din of messages and relationships can be a daunting task. For hospitals failure to build successful relationships and sales strategies mean that your docs could admit patients elsewhere. Note to hospitals: If you are not selling to docs, then you're missing a great opportunity to build volume by creating a more committed medical staff than if you just doing "relations or liaison" activities. You can sell legally and effectively if you know what you are doing. For medical device manufacturers , failure to sell the doc mean a more difficult time selling your product into the venue where the physician practices medicine. For specialty pharmacies , the physician sends his or her patients elsewhere. So how do you cut through all of the...