mommyjenlin

As healthcare evolves into a consumer-centric, semi-retail market with you existing in a multitude of reimbursement schemes each nuanced for a different market segment, have you   identified from a marketing perspective immediate actions to   improve your market position and revenue generation?   This isn't about massive advertising campaigns, gimmicks, wellness programs, etc. It’s more about getting the basics right, understanding who pays for what and how, the needs of your healthcare consumers, as well as driving demand, managing demand and moving demand to the right locations. In some circumstances it may even mean de-marketing certain services. This is a difficult question to answer given the focus and preoccupation with hospitals and health systems, with EMR, readmissions, cost reduction, quality improvement, etc., but at the very least, it does not mean that marketing leadership cannot make a difference in their organizations, lead change and make a meaningful, me...

Have you ever taken a step back and from a strategic standpoint looking at what you can do to nearly immediately improves your market position and revenue generation? This isn't about massive advertising campaigns, gimmicks, wellness programs, etc. Its more about getting the basics right. The blocking and tackling that you need to do now, to prepare for risk and value-based payment models. If you can't get it right in fee-for-service model, then how do you expect to get it right in a risk model? So very quickly here are six ways to improve your market position and generate revenue. 1. Brand and competitive position. Consumers and patients are ready for convenient technology-enabled access to care. Healthcare providers that are capable of identifying their needs and how they want their healthcare needs meet though technology focused on them, will gain new patients and the next-generation of physicians. It's not a crime to use text messaging to send people information or conf...

The game is changing. Rapidly. Game changer. That's what I call Aetna's introduction to its members, of its easy-to-use, out-of-pocket payment estimator. Simple really, know the cost of a test, visit or procedure; know what it will cost you. But it doesn't stop there, it allows the healthcare consumer to compare the cost across multiple network providers. You can compare costs across 10 different hospitals and doctors. WellPoint through its AIM subsidiary has shown where it was possible to incentivize physicians and plan members, to shop for radiology services and choose the lowest cost provider. It's reducing healthcare costs; while maintaining quality. United HealthCare, though its Innovation Center , is empowering its clients and 70 million members across a broad array of data driven products and services, for the healthcare consumer to better understand their healthcare utilization, and make cost effective choices. And these are just a couple of the price and cost d...

How much more effective would your marketing campaigns in traditional, online, social, mobile and Public/Media relations be, if you made a conscious effort to frame your messaging in your communications campaigns around the main brand and key messages you use in your marketing campaigns? More often than not, brand messages in healthcare communications sometimes lack the level of integration and planning needed across vehicles and channels. Little, if any attention, is given to using communications as a strategic and integrative vehicle in the overall marketing effort. With so many different marketing activities and channels required to cut through the clutter, in order to leverage your key messages, you can no longer afford to not have your communications highly integrated with marketing. Is that lack of integration a missed opportunity? We are expected by our audiences to advertise, write white papers, create case studies, write impactful sales materials, partner with leading market r...

This is not about guerilla marketing. I am writing about engaging in what I call Disruptive Healthcare Marketing (DHM). DHM is a process that moves you from looking like a "me too" in your healthcare marketing, to forcing competitors into changing their game, reacting to you. If for the sake of argument, you can agree that there is little meaningful differentiation , healthcare is becoming a commodity , price competition is beginning, and the healthcare consumer is becoming more empowered and taking control, then why would you continue to market the same old ways and play follow the leader in your industry vertical? Isn't that the definition of insanity? Doing the same thing over and over again and expecting a different result. Disruption is occurring across healthcare on a daily basis and well into the foreseeable future. So why isn't healthcare marketing keeping pace? Much healthcare marketing is like Lemmings in a herd, falling over the cliff because everybody e...

The other day, I was reading my local community newspaper, the Herald-News and a national publication, The Wall Street Journal . Yes, I am kind of old fashion that way, reading a newspaper where you actually have to touch and turn a page, and move your head to read a story. In both papers, I saw several healthcare advertisements and a placed story. Normally, one would probably would scan the ads or the story, make a fast determination of usefulness, and move on. Especially, if you don't need that particular service or clinical capability at the time. The placed story led with "A spa like atmosphere". Really. But when looking at all the placements, I asked myself, what were the distinguishing differentiation characteristics, that separated everyone? What was the brand promise? What were the key messages? And most importantly, what, as a healthcare consumer, did you expect me to do? Sadly, I could not find any clear and unambiguous differentiation. This is not a challenge ...

The game is changing. Rapidly. That's what I call Aetna's introduction to its members, of its easy-to-use, out-of-pocket payment estimator . Simple really, know the cost of a test, visit or procedure; know what it will cost you. But it doesn't stop there, it allows the healthcare consumer to compare the cost across multiple network providers. You can compare costs across 10 different hospitals and doctors. WellPoint through its AIM subsidiary has shown where it was possible to incentivize physicians and plan members, to shop for radiology services and choose the lowest cost provider. It's reducing healthcare costs; while maintaining quality. United HealthCare , though its Innovation Center , is empowering its clients and 70 million members across a broad array of data driven products and services, for the healthcare consumer to better understand their healthcare utilization, and make cost effective choices. And these are just a couple of the price and cost decision-...

Is there hope for hospital marketing leadership? A broad question which is really more than just a simple yes or no. And I for one, really don't know if an answer is possible due to the complexity of the question. Here's why...... A couple of weeks ago, I had an interesting conversation with the CEO of a hospital regarding a Vice President of Marketing position, or was it Director? They hadn't quit made up their minds and advertised it as Vice President while their web site indicated Vice President/Director, the HR person said Director while the CEO never committed. Just a few red flags. Another red flag was that the hospital set-up the interview for a specific time and they would call. The day came and yes they called.... 10 minutes late. No apology, no explanation, no initial courtesy to extend any kind of acknowledgement that my time was as equally as valuable as theirs. The CEO and the Director of HR on one end of the phone and me on the other. The HR person never said ...

Score Tied and No Extra Innings Ever think about it? Healthcare is built for a tie. Throughout the industry no one can ever get a competitive leg up. We all have the same managed care contracts, similar programs and services, even our docs go to a group of hospitals. So, in a commodity market environment, which healthcare is, and price is becoming king, how can anyone expect anything less than a tie? You can not be a clear winner, you can not dominate your market, you can not keep out new entrants. Okay, maybe for a short while but not indefinitely. Tie score, 7-7, "same ol same ol" across organizations and it may not change anytime soon. We all do the same things . Breaking the tie The only way you can break a tie is with your people. That's right, your employees. They make the difference and set you apart from the field. In a zero sum game where the truth be told, no one can really define service and quality, people make the difference. That is what doctors and patient...