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.
Last month was the time for heart health and cardiac campaigns. So, we joined the mix with a story about a health system in Oklahoma that launched a targeted cardiac campaign to recruit patients for their brand-new heart institute.
I spoke with Lee Gould, director of applied research and marketing at Hillcrest Medical Center about this project. Read the highlights below, or hear my full conversation with Lee in today’s podcast.
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It starts with a challenge (and an opportunity)
When the marketing team at Hillcrest Medical Center set out to independently brand its new Oklahoma Heart Institute, they knew some difficulties lay ahead. Tulsa, their home base, is a competitive market with several major inpatient cardiology competitors.
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We recently introduced Open Instant CRM and shared the basics about how it personalize a website visitor’s experience. (See our video announcement here or watch Edward Health System share their experience.) In this week’s podcast we’re kicking it up a notch with more in-depth information about the experience itself. If you want to really get how Instant CRM works, listen to this podcast on:
• how we identify users to a hospital’s website
• what types of personalized content can be placed on a site
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With companies like Amazon taking the user experience to a new level, consumers have higher expectations than ever before when it comes to customer service. And healthcare consumers are no exception. In this week’s podcast, I speak with Jeff Herman and Scott Conrad, our call center experts, about how consumers are evolving and how hospital call centers must move from simply providing a service to building relationships, driving revenue and helping people better manage their health.
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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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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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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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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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Where do you go for information about the healthcare industry? Is there a blog or website that you visit every day? In this week’s podcast, I polled some of my colleagues about the online resources they enjoy for news about healthcare, CRM, design and social media. Listen to their favorites and do some exploring of your own using the links below.
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A few can’t-miss websites and blogs
HealthLeaders Media (online & print)
HealthLeaders is a complete source for healthcare news and analysis, with articles on everything from marketing to technology to physician relations, community hospitals, leadership and more.
Kaiser Family Foundation
A non-partisan source of facts and analysis for the healthcare community and the public. Offers a blog and daily news e-mail.
Modern Healthcare
A popular source for healthcare business news. Offers fast coverage of important events and trends.
Harvard Business Journal
A general management resource with information on developing, creating and implementing strategy.
Adweek
An online and print publication that covers advertising industry news and analysis. Also offers daily e-newsletters.
DM News
A website and series of e-newsletters that offers news and tips for direct, database, interactive and online marketers.
InsideCRM
A website that shares CRM industry news, research reports and more. The Inside CRM newsletter brings all this straight to your inbox.
Marketing Profs
A must-read resource for marketing professionals that shares information through e-newsletters, conferences, Webinars, forums and more.
Mashable
Regularly updates with social media news, how-tos, “best of” lists, new studies and success stories. Offers informative examples of what companies are doing in the social space.
Social Media University Global
Written by Lee Aase, social media manager at Mayo Clinic, this blog schools visitors on social media — from the basics to advanced details.
Ed Bennett’s Found in Cache
Ed curates a list of hospitals using social media, so you can see exactly how many hospitals are using Twitter, Facebook,etc. He also posts thoughts on how to sell social media use within healthcare organizations.
Under Consideration/Brand New
A popular design blog that showcases opinions on corporate and brand identity work from well-known graphic design professionals.
Scott Kelby Photoshop Insider
A blog by Scott Kelby, editor for Layers Magazine (Photoshop User magazine), that shares photoshop tutorials and posts on advanced uses of Photoshop for creative work.
What are your favorite online resources? Let us know and we’ll add them to our blog readers.
