Archive: January, 2011

Joining the CRM dialogue

Becker’s Hospital Review recently posted a great article by Les Stern (@lsternmktg) on customer relationship management (CRM) in healthcare. Les offered a clear definition of CRM (something which can be hard to do!) and shared advice for implementation and success.

In his definition, he shared three key elements of CRM for healthcare providers:

• Capturing data from across the enterprise and consolidating it into a database (also known as a Master Customer Information File)
• Analyzing the database to determine the best marketing opportunities, the best targets for those opportunities, and the best ways to communicate with those targets. This can include marketing to: Patients, non-patient consumers, referring physicians (owned and non-owned) and non-referring physicians
• Identifying the return on investment from those campaigns

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Healthcare Round-up

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

Healthcare marketing
Make Marketing Performance Measurement a Priority in 2011
Karen Corrigan, Chief Marketing Officer blog
In this post, Karen defines marketing performance measurement and measurement categories as well as offering some critical success factors in managing the process.

Hospitals Host Mammogram ‘Parties’
HealthLeaders Media
Some hospitals are holding events to promote mammograms among women. “In the company of others who feel the same way you do” says Barnwell CEO Mary Valiant, “you can have a mammogram and take comfort and support in each other’s company.”

Some hospitals invest in luxury amenities to draw patients
HealthLeaders Media
In this article, HealthLeaders reports on the trend of hospital’s investing in luxury surroundings for patients visiting their facilities.

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There’s still time to make your resolutions for growth

By Brandon Roger, VP of Planning & Forecasting

Last week I shared four resolutions that hospitals can make for strategic and profitable growth in 2011.  (See the first four resolutions here.) This week,I’m focusing on four more actionable resolutions that healthcare systems can implement immediately.

This set of resolutions is based on how we
work. Most health systems in 2011 have leaner staffs and are challenged to contain costs.
But, the demand for healthcare investment has
not slowed its evolving pace. New procedures,
new healthcare partners and disruptive technology advances have not declined at the same rate as the dollar’s value. It’s time for hospitals to focus on integration, convergence and building an integrated business development platform.

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Closing the communication gap between physicians and specialists

By Christina Ott, CPM’s VP of Physician Relations

The Archives of Internal Medicine released a study this month showing that communication of referral information is not always effective between primary care physicians and specialists. (Becker’s Hospital Review also covers the story here.)

Through my work in physician relations I hear these kinds of concerns all the time. In healthcare, we all work to strengthen communication among physicians and specialists (and hospitals and physicians). One of the key opportunities for improvement is to identify the best ways to help both parties improve coordination of care for their patients.

An EMR is certainly a step in the right direction, but there’s still a need for interpersonal communication. As noted in the study, there is an increasing perception from specialists that they are not receiving information from PCPs. About 69.3% of PCPs reported that they “always” or “most of the time” sent notification of a patient’s history and reason for consultation to specialists, but only 34.8% of specialists said that they “always” or “most of the time” received that notification. Likewise, PCPs are concerned that if they send their patients to a specialist, they don’t always get them back.

It’s time for a renewed focus on strategies to improve communication between physicians and specialists. One such method is a peer-to-peer physician phone line. The PCP would need to commit to placing calls to the specialist regarding referred patients, and the specialist would need to commit to answering the call from a PCP. This tactic has been effective in increasing physician perceptions, trust and coordination of care for their patients.

As healthcare moves towards accountable care, the introduction of care teams can help the physician be prepared to consult the patient and provide the best quality of care. Effective ways to do this include proactively ensuring quality reports are received from a referring physician and providing nurse support to monitor patients with chronic conditions.

There are a wealth of ways to start improving communication between physicians and specialists. Overall, it starts with new understanding of the needs of both parties and how working together can benefit both their own and their patients’ interests.

Image Credit: Kit Cowan

Talking digital with Cleveland Clinic’s Chief Marketing Officer

Paul G. Matsen

Recently, I had the lucky opportunity to interview Paul Matsen, Chief Communications and Marketing Officer at Cleveland Clinic.  You can
see the first part of the interview here. In the second half below, I spoke with Paul about Cleveland Clinic’s digital strategy, website innovations and his thoughts on the future of healthcare marketing. Read the excerpts or listen to the full podcast below.

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Part two: Taking it online

CPM: What efforts has Cleveland Clinic taken to improve the online experience and engage patients through its website?

Matsen: The biggest part is what we call our eClevelandClinic services, which includes MyChart, an electronic medical record. Through the medical record, the patient can receive all their test results and information they need about their recent visit with the physician. For patients not yet signed up for MyChart, if you go to the clevelandclinic.org website, you’ll see throughout the website that we try to make it as easy as possible for patients to make online appointment requests and ask us questions.

We get tens of thousands of webmails a year. Our marketing teams work with clinical teams to answer patient questions and have a good interaction via the Web. A large number of those convert to online appointments. Our online appointment requests have been growing at greater than 25 percent a year.

Healthcare has the potential to follow other industries, such as travel or financial services, where the Web is not only a source of information, but a place where patients help to manage their relationship with the healthcare system.

[Note: We previously covered some of Cleveland Clinic’s website innovations.]

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What does the house’s repeal of healthcare reform mean for hospitals?

What does last night’s repeal of healthcare reform in the house mean for hospitals? What will happen with reform in the next few years? These questions are on everyone’s mind and coverage of the repeal  is everywhere  — from Becker’s Hospital Review’s post on repeal to American Medical News coverage.

Watch our hospital planning expert address these questions and share recommendations for healthcare professionals wondering what’s next after the house’s repeal.

From data to digital » Interviewing Cleveland Clinic’s Paul Matsen

Paul G. Matsen

It’s not every week you get to speak with the Chief Marketing and Communications Officer of Cleveland Clinic. But recently, I had the lucky opportunity to do just that. Paul Matsen recently joined CPM’s CEO and several other healthcare executives for a HealthLeaders Roundtable on using data as a competitive advantage.
(Read the full roundtable and other interviews.)

I caught up with Paul after the Roundtable and we spoke in-depth about how Cleveland Clinic uses analytics for strategic growth as well as their social media and marketing innovations. Read excerpts or listen to the podcast of the first part below. And check back later this week for the second half of the interview.

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Part one: Listening to the data

CPM: Cleveland Clinic built its own CRM system and also uses hospital association data. What are some of the ways that this data drives your strategic marketing decisions?

Matsen: We have an in-house research team at Cleveland Clinic that does qualitative and quantitative research. Within that team we have a manager dedicated to analyzing all of our market data. The goal is to get general market understanding about where and how we compete and also analyze how our marketing programs are performing.

We also have a dedicated database marketing team that manages the database, the CRM system, and works with our marketing managers to help plan mailings and programs.

We use the data to get a deep understanding of our patients, who they are and where they come from. We use it to understand where our referring physicians are and their referring patterns. We also use it to develop specific service line campaigns.

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Podcast: Personalize your hospital’s website

Personalized communication with patients is more important than ever for healthcare marketers. But the tools to make it possible are a big part of the equation. In this week’s podcast, we announce our new open Instant CRM product, which allow hospitals to instantly display personalized, relevant health content to visitors.

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Eight great resolutions for strategic growth

by Brandon Roger, Vice President of Planning and Forecasting

Credit: Erin Donahue

My favorite and least favorite day to go to the gym is January 1st. The idea of starting the year off on the right  foot is exciting.  On the other hand, the influxes of people who have resolved to get fit take all the machines! Luckily, by the first of February, or the first big snow storm, they all disappear.

January is also a time I make professional resolutions. Preparing
for 2011 has been a unique
challenge — over the past thirty years, I don’t remember a year which promises as much change as 2011. Healthcare reform is targeted to begin this year; yet, the newly elected Congress has promised to derail the implementation. The economic recovery is moving at a snail’s pace.  Physician affiliation, hospital affiliation, care delivery systems, reimbursement and electronic health record discussion is filling health system meeting agendas bereft of a clear end goal.

Below are four resolutions to help you rise above these challenges and explore the opportunities ahead. These are just the first four of the 2011 Great 8 Resolutions. If you’re interested in hearing more about these resolutions and the healthcare landscape in 2011, I encourage you to register for my Webinar on this topic next week.

#1:  Seize opportunities created by the PPACA 2011 provisions
The first stage of several reform programs and initiatives will begin this year, including funding of health insurance exchanges, minimum medical loss ratio for insurers, closing of the Medicare drug coverage gap, and grants to establish wellness programs.

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Podcast: The next generation of media planning

Media buying is often one of the highest budget items in a hospital’s marketing plan. So, creating an effective media plan can be of huge importance to marketing professionals. In this week’s podcast, I interview media strategist Jill Weigel about the common challenges healthcare marketers face with media planning and how better data can create a more efficient, impactful plan.

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