Archive: August, 2011

Educating about health risks =
Smart marketing

August 29th, 2011 · · Healthcare Marketing One comment

One size doesn’t fit all. Especially when it comes to healthcare marketing. Based on age, family, health history and lots of other factors, people need communications that speak just to them. It’s the best way to move them to action to better their health. Want to learn more about personalizing your campaigns? Our 5-part series dives into the ways CRM helps you get personal. Today’s post covers predictive modeling.

Predict current and future health needs
As part of our CRM system, we created our own predictive models. For non-techies, that means high-tech ways to assess likelihood for health risks among patients and non-patients. By predicting health needs, hospitals can design personalized communications to educate about health risk and develop long-term programs for care management.

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Five ways your CRM database can enhance your media plan

August 24th, 2011 · · CRM No comments - Tags: , , , , , , , ,

Advertising can be one of the largest line-items in your marketing budget. That’s why it can be particularly painful to feel like your media plans are sort of a mystery. We often hear that media plans are based on too much subjectivity and too little data; focused too much on tactics and too little on strategy. Ask yourself these questions:

  • Are you relying on your media vendors to provide data on who your best prospects should be? Even the most forthright vendor has a vested interest in how they showcase their data. All too often your best prospect exactly correlates with their audience.
  • Are you relying on primary or syndicated research? These can provide valuable insights, but are often based on uncomfortably low sample sizes, household-level data, or opinions about future behavior.
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5 ways to get personal with your healthcare communications

August 17th, 2011 · · Healthcare Marketing 2 comments - Tags: , , , , , , , ,

One size doesn’t fit all. Especially when it comes to healthcare marketing. Based on age, family, health history and lots of other factors, people need communications that speak just to them. It’s the best way to move them to action to better their health. Want to learn more about personalizing your campaigns? You’re in luck. Our new 5-part series dives into the ways CRM helps you get personal. First up? Demographic targeting.

Who’s who matters
Demographic segmentation has been in marketers’ toolbelts for years. But with CRM, you can go beyond demographic profiles to speaking one-to-one with each individual. Here are a few of the ways you can version your campaigns through demographics:

Age & Gender
A person’s health risk varies throughout their life. And, at all ages, men and women have very different health needs. In order to share a message that resonates with the person, it’s key to version campaigns by age and gender. The message, image and call to actions will be different based on the recipient, like in this heart campaign below.

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Introducing Kathy Lapacek

August 10th, 2011 · · Physician Relations No comments - Tags: , , , , , ,

We’re pretty darn excited to announce a new member of the CPM team — Kathy Lapacek, Product Manager of our Physician Relationship Management System. Kathy joins us from Advocate Health Care in Illinois, where she served as the Vice President of Business Development for two of its hospitals.

Kathy is whip-smart and has years of experience in physician relations. We know she’ll bring a lot to the enhancement of our Physician Relations System in the next year. Watch this quick video to see why she’s excited to work in physician relations, now more than ever.

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OMG: Texting ER wait times as a differentiator

August 5th, 2011 · · CRM, Healthcare Marketing No comments - Tags: , , , , , , , ,

Let’s be honest, these days our smartphones are our constant companions. In a recent study, 38% of adults admitted they’re highly addicted to their phones. As healthcare communicators, stats like this make us wonder: How can we reach patients through their phones to effectively communicate information and make their lives easier?

This month, our webinar showcases an innovative way that HCA-Midwest is harnessing the power of smartphones to get people up-to-date information at a time when they need it most — in an emergency.

August 17, 2011
OMG: Texting ER wait times as a differentiator
(11 a.m. PT / 12 p.m. MT / 1 p.m. CT / 2 p.m. ET)

Is your ER department the welcome center of your hospital? Want it to be more user-friendly and a differentiator in the market? Learn how HCA-Midwest deployed a system-wide ER initiative driven by CRM and media — with a “text for ER wait times” call to action that increased revenue and results.

Register for the Webinar today and we’ll send you a reminder straight to your inbox.

 

Translation, please: What does ACO mean to healthcare marketers?

August 2nd, 2011 · · ACO, Healthcare Marketing No comments - Tags: , , , , , ,

If you’re still trying to grasp the implications of ACO and population health management, don’t worry, you’re far from alone. Many healthcare communicators are trying to determine just what role they play and how to support their organizations.

Ever clued into healthcare’s hot topics, HealthLeaders recently broadcast a webinar on how marketers can impact their hospital’s ACO strategies. Tadd Pullin, VP of Marketing with the Nebraska Medical Center, described the two driving (but conflicting) forces that healthcare marketers are dealing with now: The current need to focus on targeted volume growth and the growing need to focus on outcomes and waste reduction.

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