Archive: December, 2010

Top five posts of 2010

We’re wrapping up another great year at CPM, and it’s been a big one for us. We’ve launched new products and gained new clients across the country. In the social world, we’re communicating online in brand new ways. And we want to say thanks for letting us be part of your community.

The conversations we’ve had and the relationships that have developed are more than enough reassurance that this step was a positive one. We hope you’ve found the content provided through our blog and social networks helpful to you. And we look forward to providing even more in the year ahead. But before we move into 2011, let’s look back at the five most popular posts in 2010. Thank you for your readership.

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Making QR codes work for you

QR codes are popping up everywhere — from name badges at South by Southwest to Google ads. These little scannable barcodes are offering brand-new ways for people to access information. Are you familiar with what they can do?

In simple terms, a QR code (which stands for “quick response”) is a scannable barcode that’s readable by any smartphone or a mobile phone with a camera. A QR code contains information, such as a URL or text. When scanned, your browser takes you to the link or downloads information directly to your phone. For more context, see this Mashable post about why QR codes are poised to go mainstream.

Try scanning this code with your smartphone's barcode scanner.

Our QR story
At CPM, we’re exploring different ways to use QR codes. Recently, we ran a direct mail campaign that used a dynamic QR code. This means that each direct mail piece had a unique code that, when scanned,
took the recipient to a page personalized to them.

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Outside-the-box holiday traditions

The hospitals we work with never cease to impress us — especially their creativity and generosity of spirit during the holidays. Each year we hear about the wonderful things our clients do for staff and the community during the holidays. This week, we want to share some of those stories, and a little holiday spirit, with you.

Dancing for your health

Columbia St. Mary's employees prepare to dance their way through the Grafton Christmas parade.

Each year, thousands of people stand outside in the chilly Wisconsin winter to watch the Grafton Christmas parade.
And for the last few years, these eager spectators have seen something they might not expect.

Dressed in scrubs, santa hats and sunglasses, a drill team made up of Columbia St. Mary’s employees dances down the parade route. This year, they made seven stops along the route, keeping themselves warm with a choreographed dance to Brian Setzer Orchestra’s “Santa Claus is Coming to Town.”

“We started it a couple of years ago to shake things up,” says Amy Gehrke with the Columbia St. Mary’s marketing department. “Everyone loves it. People ask, ‘Is the drill team coming back this year?’”

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Sharing the holiday spirit world-wide

The hospitals we work with never cease to impress us — especially their creativity and generosity of spirit during the holidays. Each year we hear about the wonderful things our clients do for staff and the community during the holidays. This week, we want to share some of those stories, and a little holiday spirit, with you.

A Holiday for Heroes
For many members of the U.S. Armed Forces, the holiday season isn’t quite the same. Many of them may not be able to be with their families and loved ones. And those serving overseas may feel far away from the spirit of the season.

Summit staff are about to send their cards for the Holiday Mail for Heroes project.

That’s why Summit Medical Center, in conjuction with Tristar Health System,
and the Nashville Area Chapter of the
Red Cross is sending a touch of home this month to troops across the world.

Through the Holiday Mail for Heroes campaign, each hospital employee has the opportunity to share their gratitude with the troops by donating a greeting card. These messages of care are delivered to service men and women, veterans and their families.

“Our employees at Summit are community-oriented and have enjoyed participating in this project,” says Peggy Peeler, executive assistant at Summit Medical Center. “Thanks to their generosity, we were able to collect cards to send to our troops this holiday season…and it feels great to give back.”

A Texas Christmas
Seton Family of Hospitals in Austin, Texas has a mission to “care for and improve the health of those we serve with a special concern for the poor and the vulnerable.”

Without a doubt, Seton’s Adopt-a-Family program reflects this sentiment. Each year in December, the various departments at Seton are given the chance to sponsor a family in need of holiday cheer. The families chosen for the program are patients who use one of Seton’s community health centers, clinics that serve the un- and under-insured population.

Departments that decide to participate are given a wish list, and they have a few weeks to collect the presents and make a personal delivery to the family just in time for the holidays.

Not only does this tradition provide local families a memorable experience, it betters the whole community and brings together Seton staff along the way.

The most wonderful time of the year

The hospitals we work with never cease to impress us — especially their creativity and generosity of spirit during the holidays. Each year we hear about the wonderful things our clients do for staff and the community during the holidays. This week, we want to share some of those stories with you. We hope it brings a little holiday cheer to your day.

An adoption of love
“It’s not only an external miracle, it’s an internal miracle, too.” That’s how Sharon Ambrosi, Community Education Coordinator at North Kansas City Hospital, describes their Adopt-A-Family program.

Each year, the hospital works with local elementary schools to “adopt” families in need during the holiday season. It’s a simple but powerful concept: Hospital employees buy gifts for the families, and the gifts are delivered to the school before the holiday break.

One year, a young girl came to school with her mother, Sharon recalls. The girl stood in silent awe of the packages that she couldn’t believe were for her.

“Her mother said, ‘Don’t forget to say thank you.’ And the girl burst into tears and hugged me. They drove off and their little car was just loaded with gifts.”

The program means a lot to local families. And, it brings together internal employees as they work together to give each family a wonderful holiday.

Departments come together to plan gifts and later wrap the presents. In an organization of 3000+, these gatherings bring people together who haven’t had the chance to connect before. And that, as Sharon says, is an internal miracle.

This year's holiday card winner: Hayden Lyons

Parading through the holidays
This time of year, the staff at Frankfort Regional Medical Center are filled with holiday cheer and goodwill. Each December, they decorate a float and join in a parade through downtown Frankfort, Kentucky. Employees also purchase new toys for children that adorn the float.

Once the revelry is over, the gifts are distributed by Santa (with a little help this year from the Salvation Army) to needy families in the community. Parents receive the toys — wrapped and ready to share with excited kids.

Along with the yearly parade, Frankfort seeks to inspire a little creativity each year. “We host a holiday card decorating contest for children and grandchildren of employees, physicians and volunteers,” says Brad Wands, Frankfort Medical Center’s director of business development.

The lucky winner has his or her drawing featured on the card distributed to all employees, medical staff, volunteers and board members. (But, all participants get a gift for their efforts.) See the artistic talents of this year’s winner in the image above.

Stay tuned for more holiday stories throughout the week…

Podcast: Adding CRM to the branding mix

How do you brand the Healthcare System of the future? How do you share the message with the community? Palomar Pomerado Health was faced with this task as they looked to prepare for the future and construct a new state-of-the-art hospital.

Surprising as it may sound, they found that CRM can play a vital role within a branding strategy. In this week’s podcast, I spoke with Ann Koeneke from Palomar Pomerado Health and CPM’s Jeff Herman, who recently worked together to add CRM to PPH’s branding mix. The result? A more powerful initiative that connects the message with individuals and tracks results in a new way.

Listen to their story…

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Media plan, meet CRM

Media buying is often one of the highest budget items in a hospital’s marketing plan. So, without a doubt, creating the most impactful and efficient media plan is important. That’s where a CRM database can make a big difference. This week, I talked with our media strategist Jill Weigel about how we use the database to create a better media plan.

What is the typical challenge hospitals face with media planning?
Jill: Even though most media plans are powered by data, they can still seem subjective. The challenge is to determine whether the plan will actually reach the target audience. That’s why CRM and media planning are a good fit. We put together media plans that are based on actual patient encounters. The hospital’s data drives the media solution. We look at every data source, including the ability to pay or the patient’s risk of getting a certain disease, and use that data to choose the target audience and determine media usage.

How does this differ from a traditional media plan?
Jill: A traditional media plan typically relies on, among other things, syndicated survey data where the sample size can be less than one percent of the market. With the client’s CRM database, we have 100 percent sample size. The CRM database provides the most accurate answers to questions about the audience. Instead of relying on surveys, we’re basing our target definition on actual behavior, based on patient encounters.

Can you share an example of how the data makes a difference?
Jill: For our clients, target definition is huge. For example, if we’re working on a service line plan, where existing research methods might indicate that the target audience is adults 35 and older, we can take a closer look with the hospital’s own data. Not just demographics but many other factors, too. If the data tells us that the ideal target is women 35-50 with a high income, we would target a group with vastly different media consumption habits than the first group that was identified.

How can a better media plan benefit hospitals?
Jill: A better media plan reaches the best prospects at the times and in the ways they respond to. When that media plan is based on the best data available, it informs the media selection in a way that increases impact and drives efficiencies in reach and frequency. Since media is often one of the highest dollar budget items and since ROI for media is hard to assess, finding the most impactful media is crucial.

Jill Weigel is a media strategist at CPM, marrying media planning and buying disciplines with CRM principles. Visit our site to learn more about our media planning services.

Friday Round-Up

It’s Friday — which means it’s time to take a few seconds to catch up on the healthcare news that you haven’t had time to read. We pulled together some of the recent articles and blog posts covering the healthcare industry.

General Healthcare
HHS Announces 10-Year Program Focusing on Disease Prevention
Becker’s Hospital Review
Today the Dept. of Health and Human Services announced a 10-year program called “Healthy People 2020″ that will promote health and disease prevention.

Leapfrog names 65 best hospitals in the country for 2010
Healthcare IT News
Leapfrog recognizes 65 hospitals for best performance in patient safety and quality.

Healthcare Marketing
Growing eHealth Segment Creates Opportunities for Marketers
HealthLeaders Media
Marianne Aiello writes about the opportunities that hospital e-health initiatives offer for engaging patients — now more than ever.

CHPRMS Day 2 Highlight: Chris Bevolo’s Magical Measurement Elixir
The Healthcare Marketer blog by Dan Dunlop
Dan recaps the presentation by @IntervalChris on healthcare marketing analytics and Jeff Petry’s presentation on accountable care organizations. Also see Chris’ metrics presentation on Slideshare.

SHSMD releases new marketing advisory
SHSMD just released a new PDF on Principles and Practices for Marketing Communications in Hospitals and Health Systems.

Healthcare Social Media
Ed Bennett’s latest social media update
Ed Bennett’s blog Found in Cache
Ed shares the newest update to his list of hospitals using social media. In this round, you’ll see a full list of hospital Twitter accounts with follower counts, tweets and more.

Going Fit for 50 with Chris Boyer
The CPM Blog
In our flip interview, Chris talks about Inova Health System’s Fit for 50 campaign and offers a glimpse into the metrics used to measure its success.

AMA Releases Social Media Guidelines for Physicians
HealthLeaders Media
The American Medical Association announces a social media use policy to help physicians protect patient privacy and their reptuations. Also check out the text of the AMA policy.

Physicians
Physicians Harbor Outrage, Survey Shows
HealthLeaders Media
Physicians are frustrated with healthcare reform and many other issues, according to a report from the nonprofit Physician Foundation.

Primary care physician shortage creates challenges for medical homes
American Medical News
A study by the University of Michigan Health System shows it may be difficult for primary care physicians to take on the routine care provided by specialists — as called for by the medical home model of care.

Community Hospitals
Top 5 Holiday Gifts for Physicians
HealthLeaders Media
In October, the HHS announced it would open up $335 million in Expanded Services grants for community health centers. Cora Nucci offers her take on what other “gifts” physicians might like this year.

Healthcare Reform
Healthcare Reform: What price progress?
David Harlow’s Health Blawg
Harlow shares his thoughts on health reform’s impact and recommends a few resources for hospitals looking for information in the midst of change.

Health plans wonder about their role in ACOs
American Medical News
This article shares insight into the concerns of health plans as they figure out where they fit in with accountable care organizations.

Going Fit for 50 with Chris Boyer

Today at CHPRMS, Chris Boyer spoke about digital strategy in healthcare organizations. Judging by the tweets, many people found the information beneficial for hospitals looking to develop their digital strategy. Recently, I spoke with Chris about Inova’s Fit for 50 wellness campaign, and he shared the program’s mission as well as the metrics they used to measure its success. See the video and transcript below.

Transcript:
Recently, you launched a Fit for 50 campaign. Could you tell us about that?

Chris: Fit for 50 was a campaign that we created that was designed on a wellness and fitness platform. Our hospital was really good at promoting services lines, but we weren’t really good about talking about something that might be more relevant to the community.

We’re all individuals and I think everybody anywhere, regardless of their age or sex, aspires to lead a fit, healthy lifestyle. I think that’s something we all aspire to. To me, that means that it’s a relevant message that we can communicate to people.

Long story short, we took that concept with a key spokesperson in the community, Darrell Green, a famous Washington Redskin cornerback. He’s a very fast guy and committed to fitness. We coupled together to create a 50-day program where we’re promoting fitness and wellness messages through a website that people can go on. They not only can watch daily video tips from Darrell and Inova doctors that talk about the importance of fitness, but they can track their own fitness and wellness goals within the playbook on this website.

It’s actually pretty successful. We had 6500 people sign up over the 50-day program. That’s been phenomenal. What’s even more exciting about that is that this website had co-communities around Facebook and Twitter that were designed to help promote this. We had active communities. Fitness and wellness is something that everyone aspires to, and they were very active in communicating with us and shared really good stuff about themselves on this site. We’re very pleased with the site.

What metrics did you track?

On the website, we used Google Analytics to track the website usage. On Facebook I manually pulled in the information for those people on Facebook and matched it. When people logged into the website, they had an incentive, we gave them something, and by doing so, we were able to capture their name, address and e-mail address. That information I was able to match with their Facebook profiles, and ultimately we matched it back to our CRM database with CPM.

Subsequently, we were able to gain some really interesting information about those users. The program just ended October 30, so I don’t expect people that are part of the program to have started utilizing our services. But what I realized was that of the 6500 people, about 5200 of those people are records — when we imported them into the CPM database — that were updated.

That means we got updated information for the vast majority of those people. And get this? 1700 of them were new, absolutely new to the database. Using the CPM database in conjunction with the Google Analytics, and also analytics on PPC and Facebook analytics, etc., we were able to measure a very extensive campaign. And we’re only waiting to see where utilization occurs. It’s all about driving them to conversion. That’s what we’re trying to do.