Author Archive

Building Brand Loyalty Through Holiday Messaging

December 4th, 2012 · · Healthcare Marketing No comments - Tags: , , , , ,

The end of the year presents a unique opportunity for healthcare organizations to do something they don’t typically get to do. Let their communities know that they care about them without actually providing them with care. Sending a simple holiday greeting boosts brand loyalty and recognition with former patients and is the perfect opportunity to set your hospital apart and build a stronger relationship with people in the community.

Steps for getting started

Start planning early. Consider sending out your message about a week before the end of the year, and allow yourself 2-3 weeks to write and edit your message.

Decide what your message is going to be.  Choose an element that is strong for your organization and highlight it. If you’re known for your friendly and helpful staff, consider a video greeting showing the staff wishing everyone a happy holiday. If your hospital is very active in the community, create a slideshow featuring event photos. No matter what the message is, keep it as upbeat and cheery as possible.

Next, you need to decide how you will communicate your message. Take a look a previous marketing campaigns to see where your strongest returns came from. You might know that your audience enjoys videos, or that they respond positively to mail pieces. Maybe you have an email newsletter, or a Facebook page with a strong following. Whatever it is, use your marketing strengths to get out your message.

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October Webinars: Making the Most of the New Mover Market & Starting Your Hospital’s Quality Transformation

October 11th, 2012 · · Healthcare Marketing No comments

Making the Most of the New Mover Market

Register here 

October 24, 2012 (11 a.m. PT / 12 p.m. MT / 1 p.m. CT / 2 p.m. ET)

Mary Washington Healthcare (MWHC) is a two-hospital system located in Fredericksburg, Virginia. They are situated between two major metro markets (DC and Richmond, Virginia) and until recently, experienced no local competition. They were the only hospital up until about six months ago. Due to the new competitive threats, along with the need to maintain market share and limit erosion, MWHC incorporated a new movers program into their marketing plans. This case study will detail a successful campaign strategy, lessons learned and the new strategy planned for the renewal campaign.

Reaching for the Stars: How to Start Your Hospital’s Quality Transformation

Register here

October 30, 2012  (11 a.m. PT / 12 p.m. MT / 1 p.m. CT / 2 p.m. ET)

They say in healthcare quality there is no status quo, you’re either getting better or worse. Studies show that five-star hospitals’ average risk-adjusted mortality rates continue to improve at a faster rate (30%) than 3- or 1-star hospitals (25% and 22%, respectively). Join Healthgrades Accelerated Clinical Excellence group to learn how to start down the path to transforming your hospital’s quality with real-life examples of actions that have made a dramatic difference in mortality and complication rates.

 

September Webinars: Growing & Evolving your CRM strategies

September 11th, 2012 · · CRM, Healthcare Marketing No comments - Tags: , , , , ,

Cement your growth plan with CRM from CPM Healthgrades

September 12, 2012

(11 a.m. PT / 12 p.m. MT / 1 p.m. CT / 2 p.m. ET)

Connect to the right patient, with the right need, at the right time – and do it with a personalized message to drive higher response. Discover CPM Healthgrades Customer Relationship Management (CRM) data driven, end-to-end solution which enables hospitals to retain high-value patients and drive incremental ROI.

Register Here

Physician organizations change, objectives and needs change… So can your CRM strategies

September 27, 2012

(11 a.m. PT / 12 p.m. MT / 1 p.m. CT / 2 p.m. ET)

Providence Medical Group has grown in four years from a handful of primary care clinics into nine primary care, 10 specialty and four walk-in care clinics. Providence’s CRM strategies have evolved throughout this growth to continue to acquire, retain, activate and cross-sell patients. Join us as Providence shares the story of the successes, lessons learned and changes implemented as they seek to maintain consistent, effective marketing and patient communications in the midst of the ever-changing marketplace, organization, leadership and objectives.

Register Here

Where to find CPM Healthgrades at SHSMD 2012

September 6th, 2012 · · Healthcare Marketing No comments - Tags: , , , ,

 

Join us at the SHSMD Annual Conference – Connections 2012  taking place September 19-22 in Philadelphia.

Stop by booth #616  to chat with the CPM Healthgrades team and learn more about how we can help fuel your organization’s growth with simple solutions that help you identify, reach, educate and measurably engage consumers and physicians.  While you’re there, you can even register to win an iPad!

You can also find us at the show at the “Coffey Talk” Round-Table Luncheon on Day 2  of the conference, at 12:30 in the Grand Ballroom. CPM Healthgrades  Vice President of Business Development, Deb Voss,  will be hosting the discussion: “The Importance of Mining Data: Value for Volume and Value-Based Care” as she is joined by many other industry leaders.

Register for the conference here. Hope to see you there!

Send us an e-mail if you’d like to set up a time to connect with us or see a product demonstration at SHSMD.

Harnessing the power of data for better community health, better CRM campaign success

August 28th, 2012 · · CRM, Healthcare Marketing No comments - Tags: ,

If you’re considering adopting a CRM solution, consider your potential to change lives: More than 1.1 million healthcare services to diagnose and treat conditions that may have otherwise gone unattended were delivered to patients across the U.S. as a result of 2,500 hospital CRM programs we recently analyzed.

That’s the power of delivering the right message at the right time, through the right channel.

Across the healthcare industry, everyone is looking at adopting a CRM system, if they don’t have one already. CRM is extremely targeted, enabling you to create and send a communication designed for a specific individual with tremendous efficiency and accountability. A CRM system optimizes your data, customizes your message, and ultimately measures the effectiveness of your communications so you know how well you’re doing at building relationships and improving health within your community.

In our analysis of 2,500 hospital CRM programs, we found hospitals that delivered campaigns designed to communicate on a one-to-one basis resulted in more than a million healthcare services that saved countless lives and improved the health of patients in areas including cardiovascular care, emergency care, oncology, screenings and immunizations, senior health, and women’s health.

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August Webinars: Hyper-targeting with ads and leveraging clinical excellence to increase patient numbers

August 10th, 2012 · · Healthcare Marketing, Hospital Planning No comments - Tags: , , , , ,

This month we’re hosting two webinars at the end of the month. The first one will walk through the proper way to reach potential patients through targeted banner advertising and the second will feature Mary Washington Hospital and their plan, implmentation and results of  an orthopedics service line performance excellence program.

Reaching a uniquely valuable audience: Hyper-targeting with banner ads on healthgrades.com

 

August 28, 2012 – (11 a.m. PT / 12 p.m. MT / 1 p.m. CT / 2 p.m. ET)

While digital media offers the potential of hyper-targeting, it can often be difficult to find websites that truly fulfill the promise. Often, healthcare content is broadly defined, serving the most casual visitor. Or, the ads cannot be served at geographic granularity relevant to a hospital’s service area.

Find out how CPM Healthgrades has delivered on the promise and solved this problem for our hospital clients. Join us to hear how you can reach consumers who are actively looking for a physician; target at the specialty level; and match to your service area.

How Process, Culture and Marketing Interrelate for Accelerated Quality, Physician Engagement and Business Development Outcomes

August 30, 2012 – (11 a.m. PT / 12 p.m. MT / 1 p.m. CT / 2 p.m. ET)

Quality outcomes and transparency are critical topics for all areas of the healthcare organization. While the onus of quality performance remains with clinical and quality teams, it is imperative for marketers and the like to be collaborative partners in order to optimize the clinical excellence outcomes for the organization. This session will review the goals, challenges and outcomes of Mary Washington’s intense orthopedics service line performance excellence program —emphasizing what those responsible for marketing and business development may do to leverage clinical excellence into building market share, physician alignment and patient retention.

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5 ways hospitals can strengthen a digital marketing strategy

July 27th, 2012 · · CRM, Healthcare Marketing, Hospital Planning No comments - Tags: , ,

Healthgrades CEO Roger Holstein has been continuously involved with innovation on the consumer health internet since 1996. But his passion for
providing consumers with access to transparent health information dates back to 1986 when he helped to invent the notion of physician directories and referral services.

Roger has also spent a considerable amount of time reimagining the role of marketing within the health system. At the 2012 HealthShare Symposium, he shared his perspective on the five key ways to strengthen a hospital’s digital marketing strategy, right now:

1) Find consumers where they’re looking for you.
This sounds so obvious, but it makes sense to review the numbers. More than 80 percent of people online are searching for health information. And yet hospital marketers continue to spend a disproportionate amount of their budgets in traditional media – 7 percent is spent on digital media; 44 percent is spent on TV.  Look to the health internet, which affords even local marketers with broadcast-size scale at a local level – millions of qualified visitors, not thousands, seeking information which can lead to your doorsteps.

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Smarter Growth. Measurable ROI.

July 20th, 2012 · · Healthcare Marketing No comments - Tags: ,

Next week, we’re hosting a webinar with new case studies, solutions and best practices for connecting appointment-ready patients with your physicians.

Smarter Growth. Measurable ROI. Feel the Impact of Patient Direct Connect™

Thursday, July 26, 2012
(11 a.m. PT/ 12 p.m. MT/ 1 p.m. CT/ 2 p.m. ET)

Fifty-one percent of CPM Healthgrades visitors make an appointment with a physician they find on the site – and they do it within one week of visiting. Want to make sure those appointments are with your doctors? Patient Direct Connect is the only patient and physician engagement solution that delivers a pre-determined, measurable ROI and proven results – all with the accountability of direct marketing programs. Learn how Patient Direct Connect impacted hospitals across the country. Join us to hear real case studies and ask your questions about the most efficient and effective hospital growth solution available.

Register now

One word for a marketer’s role in improving quality: Huge.

July 16th, 2012 · · Healthcare Marketing No comments

Tray Dunaway spent 16 years as an on-call surgeon, witnessing the negative effects a fragmented hospital staff can have on the quality of patient care and hospital profitability. Today, Dr. Dunaway is an author and educator who helps healthcare organizations understand and improve the relationships between various members of their community to produce better results for both their patients and their bottom line.

Speaking at the 2012 HealthShare Symposium in June, Dr. Dunaway explained that healthcare marketing strategists are the ones driving a lot of the change in healthcare today. Dr. Dunaway also pointed out the dictionary definition of the word “expert” and explained, “You are an expert — an individual who has openly declared and professed to be an expert and a teacher of the highest order to an almost religious degree in the healthcare field. If you don’t sell yourself on this, you’ll never sell a doctor on it.”

We caught up with Dr. Dunaway just before he took the stage. Here’s a snippet of what he had to share with us.

 

 

The 3 things you need to know about marketing to women

July 12th, 2012 · · Healthcare Marketing, Podcasts No comments - Tags: , ,

Mary Lou Quinlan, Founder and CEO of Just Ask a Woman, is the nation’s foremost authority on women. From getting to a woman’s “whole truth” to marketing to her realities, Mary Lou wrote the book — literally.

We had the good fortune to chat with Mary Lou at the 2012 HealthShare Symposium, where we asked her:

What are the three most important things healthcare marketing strategists must know about marketing to women?

Here’s her response.