Category: Hospital Planning

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.

Register now

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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Henry Ford Health System CMO on Healthcare Reform Ruling

June 28th, 2012 · · Healthcare Marketing, Hospital Planning One comment - Tags: , ,

We sat down with Rose Glenn, CMO of Henry Ford Health System, just before the Supreme Court issued its ruling on the Obama Administration’s healthcare act during 2012 HealthShare Symposium. Here’s what Glenn had to say about the future of our country’s healthcare laws.  Watch clip for Rose Glenn’s perspective on the impact of the health care reform decision.

Our top five posts in July

July 29th, 2011 · · ACO, CRM, Healthcare Marketing, Hospital Planning, Physician Relations No comments - Tags: ,

It’s hard to find time to read your favorite blogs and catch up on healthcare news. Unfortunately, that means a lot of great posts get missed. To do our part to help, here’s a round-up of our most popular posts in July:

  • What makes a hospital website shine? Get the answers from an expert in our interview with Paul Griffiths, CEO of MedTouch.
  • From artificial intelligence to the future of medicine, Dr. Kent Bottles shared some resources in this post on emerging technologies in healthcare.
  • Do you know the difference between data and analytics? Find out what it is and which you’ve got with our business analytics checklist.
  • Where does marketing fit in? Check out our post on the changing role of healthcare marketing and how measurement is a key part of success.
  • Personalize it! Watch our Call Center expert describe how CPM’s call center helps community hospitals customize the experience for each caller.

Whew! A lot happened in July. Now that it’s wrapped up, let’s move into August full speed ahead. Are there any topics you especially want to hear about this coming month?

 

Your business analytics checklist

July 12th, 2011 · · Hospital Planning No comments - Tags: , , , , ,

There’s a big difference between having data and having the right business analytics. Ask yourself, does your hospital have access to analytics that help you find and act on opportunities in your market? We created this quick checklist, so you can see if you have what you need to make fast, smart and strategic business decisions.

What’s the difference between data and analytics?
Here’s the story: Data derived from decision support or financial systems provide snapshots in time. This information enables access and reporting. These are, say, the number of cardiac patients referred by primary care or last year’s revenue from MRIs. Analytics, on the other hand, tell the story of current volume and revenue, competitive positioning and market potential, such as the potential impact of adding a new ambulatory imaging center in the market.

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15 blogs healthcare communicators shouldn’t miss

June 17th, 2011 · · ACO, CRM, Healthcare Marketing, Hospital Planning, Physician Relations, Social Media 26 comments - Tags: , , , , , , ,

No one has time to sit around reading blogs all day (If only…). But, in those few minutes during your day that you do find time to do a little surfing, there are couple of healthcare blogs you don’t want to miss. We’ve honed the list for you down to some of the top resources for healthcare communicators: It’s a smart pack of experts. That’s not to say all the greats are here, I’ve undoubtedly missed a few and I hope you’ll let me know who by leaving a comment.

Ragan’s Healthcare Communications News
This daily news round-up gets better every day. With a focus on digital and social media, it offers a goldmine of case studies, articles, videos and real-world examples. Pro tip: Sign up by e-mail to get it straight to your inbox.

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Catch up with our April posts

April 29th, 2011 · · CRM, Healthcare Marketing, Hospital Planning, Physician Relations, Social Media No comments - Tags: , , , , , , ,

It’s hard to find time to read your favorite blogs and catch up on healthcare news. Unfortunately, that means a lot of content gets missed. To do our part to help, here’s a round-up of our posts you might have missed in April:

  • Curious about the future of healthcare and the technological possibilities? Read our Q&A with Dr. Kent Bottles, one of the keynote speakers at our Client Symposium, for a look into his vision for tomorrow.
  • CMS recently released the proposed rules for Accountable Care Organizations, and we rounded up some of the best recent coverage of ACO to share with you.
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Checking in on our eight trends for 2011: Medicaid

April 27th, 2011 · · Hospital Planning No comments - Tags: , , , , , , , , , ,

Understanding and tracking Medicaid was identified as one of CPM’s 2011 Great 8 trends to watch this year. As 2011 opened, newly elected governors in several states questioned their ability to continue funding Medicaid at the levels established during better financial times. The second quarter 2011 has exacerbated the need for health systems to devote attention to their Medicaid patient base.

The Affordable Care Act (ACA) proposes to increase the 60.3 million Americans currently covered by Medicaid by 16 million Americans. States will be required to create uniform eligibility standards (with additional Federal government funding) to help cover individuals older than 19 who aren’t eligible for Medicaid through state plans or the March 2010 waiver.

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Healthcare roundup

April 22nd, 2011 · · CRM, Healthcare Marketing, Hospital Planning, Physician Relations, Social Media No comments - Tags: , , , , , , ,

It’s hard to find the time to stay up to date on healthcare news and opinion. So, to help you out, we pulled together some of the best recent stories on the healthcare industry. Here are some of the things that caught our eye this week:

Four CRM Myths — Busted!
Don’t miss this post from Inova Health’s Chris Boyer on common myths associated with customer relationship management (CRM).

Piedmont Healthcare Blazing Trail as a Content Provider
Piedmont Healthcare is using some innovative techniques to become a health content provider to the community.

In an ACO, who’s Accountable?
HealthLeaders addresses some of the key issues, concerns and discussion around accountable care organizations.

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The ROI you’ve been looking for

April 18th, 2011 · · CRM, Healthcare Marketing, Hospital Planning One comment - Tags: , , , , ,

Over at Hospital Impact, Jenn Riggle recently blogged her impressions from last month’s Mayo Ragan Healthcare Marketing & PR Social Media Summit. She shared some nice insights into defining ROI in social media — an oft-debated subject at healthcare conferences everywhere.

One of her points caught my eye.

“CRM is the secret to generating ROI. The C-suite is always looking for a return on investment, but the problem is marketers often don’t have hard data. Instead, they have warm and fuzzy numbers that don’t speak to the bottom line. That’s why it’s so important that hospitals have a customer relationship management (CRM) system to determine return on investment. If you don’t have a CRM system, you need to get one; and if you have one, you need to use it more.”

While Riggle’s focus was on social media ROI, her comment hits at the value of CRM for marketing measurement in general. As she says, it’s about the hard data. When proving ROI in dollars, you have to connect your marketing efforts to utilization. CRM offers that single view of each patient and the services they used, so you can actually crunch the numbers.

It helps to look at an example. Let’s say you run a direct mail campaign that guides people to personalized landing pages where they can request a physician referral. If the person hits their landing page or requests that referral, you know you drove that response. But, it’s just an activity. The real value is seeing if that first response leads to service utilization down the road. Your CRM can tell you that — tying that result to your marketing efforts. (At CPM, we use control groups to ensure we’re counting real ROI by seeing how many people might have taken the action anyway.)

Of course, it’s not just about measurement. CRM is a full-brained strategy that offers a strategic way to find opportunities in your market to connect with people and drive them to action. With the marketing mix changing and growing to include social media, CRM offers many opportunities to track the downstream effect of your campaigns.