Here are a few more photos from launch events that took place at hospitals across eastern North Carolina – all part of Vidant Health. For more details, see my two posts from yesterday (I was onsite blogging throughout the day).
Posted in Brand Culture, brand expeditions, Brand Experience | Tagged health system brand launch, linkedin, the birth of a health system, Vidant, Vidant Health, Vidant Medical Center | Leave a Comment »
Today is a huge day for my client, Vidant Health. We have launch activities taking place across eastern North Carolina – a region the size of the state of Maryland. Our goal is to fully engage the 11,000 people who make up this health system. In this post I’ll share photos of the new brand rollout in various executions, from bus signage to building signage to digital signage. My goal is to share with you the scope of this undertaking. Enjoy! (More to come as I acquire more digital images throughout the day.)
Posted in Brand Culture, brand expeditions, Brand Experience | Tagged employee engagement, linkedin, north carolina hospitals, Vidant, Vidant Health, Vidant Medical Center | Leave a Comment »
Today is the birthday of a new health system brand: Vidant Health. If you think about the scope of this health system in eastern North Carolina prior to the launch of its new brand, it had 10 hospitals over a footprint the size of the state of Maryland, a number of primary care physicians offices around the region, a collection of hospitalists, two join ventures with area hospitals, two wellness centers, home health and hospice services and an ambulatory surgery center. All of these had different names, and few consumers in the region really knew they were all part of one entity. Frankly, there was very little to let them know that all of these elements were connected. So the leadership of the health system has taken on the challenge of pulling together all the pieces that make up the organization under one umbrella brand identity that is unique and that accurately reflects who they are. With nearly 11,000 employees, this system is and will continue to be defined by its people. Therefore, we thought it only fitting that the people of Vidant Health introduce the brand. Later in the day I plan to post more information about the launch of this new brand that serves more than 1.4 million people across eastern North Carolina. There will be launch activities in 10 communities across the region. For now, here are a few videos that introduce the brand. Meet the Voices of Vidant Health:
Posted in brand expeditions, Brand Experience, Breaking News | Tagged birth of a health system, birth of a health system brand, linkedin, Vidant, Vidant Health, Vidant Medical Center | Leave a Comment »
Earlier this week I had a dental appointment (broken tooth). This was my first time visiting this particular practice; my previous dentist retired. Let me set this up by telling you that I have a serious dental phobia! Yes, I work in healthcare everyday and have done so for 20 years, but I have never gotten over the anxiety caused by just thinking about a trip to the dentist. It haunts me.
Early in the morning, before my 8am dental appointment, I checked my email and spent some time on Twitter. It was there that I ran into a link to Paul Levy’s post (Not Running a Hospital Blog) about how water walls and water features in hospitals have been associated with the transmission of Legionella pneumophila serogroup 1 infection. Legionnaires Disease. This is a big deal! Hospitals are unknowingly creating environments that could be harmful to patients, families and employees. And they are doing it with the best of intentions. Anyway, I digress.
I finished reading the post about legionnaires disease, and headed out the door with all kinds of anxiety. Next stop was the dental office. I found the place with no problem and walked in the front door. The place blew me away. It was beautifully decorated and serene. I loved it – until I saw the water wall in the waiting area! I was doomed! What are the odds? The whole experience was surreal. The good news is that my visit to the dentist went really well. They fixed me up and sent me on my way.
The real reason for this blog post is the follow-up email I received from my new dentist the following morning. Yes, I received an email from my dentist. I have never gotten an email from my primary care physician or any physician. Never. I once got a handwritten note from a PA who worked for Minute Clinic and that made a huge impression with me.
The email from my dentist was essentially a thank you note with a link to a patient satisfaction survey. It also contained a “refer a friend” link that took me to a simple referral form (see below). How hard was it for the dentist to send me this “canned” follow-up email or to set up the referral form? Not hard. And they were smart to ask for my email address on the new patient information form.

I once wrote a blog post about how the veterinarian who takes care of our cats is a better marketer than most primary care physicians I know. Now I have to add dentists to the list of superior marketers! Obviously some PCPs have figured all of this out, and some dentists are still living in the dark ages when it comes to running a business. But the stark contrast between my personal experiences with my primary care doctor and my new dentist was stunning. Not to mention the fact that my dentist has created a zen-like setting compared to the institutional feel of my doctor’s practice. I know nothing about dentistry, but it could be that there are much better margins in that business that allow for investments in modern facilities and communication technologies. (More direct pay has to be a good thing.) Certainly I know that PCPs are being squeezed very hard right now and it is difficult to run a successful practice in the current environment.
The moral of the story (multiple choice): a) Avoid medical facilities with water walls b) Don’t spend time on Twitter before going to the dentist c) There is power in knowledge d) All of the above.
Posted in Brand Experience, Interesting Blog Post | Tagged dental marketing, dentists, legionnaires disease, linkedin, marketing dental practices, Marketing physicians | 1 Comment »
Yesterday I received the brochure and agenda for the 2012 Healthcare Marketing Summit. The Summit is being held in Orlando, Florida at the Ritz-Carlton, April 29 – May 1. Judy Neiman and her team at the Forum for Healthcare Strategists have done a great job assembling a remarkable line-up of speakers for this year’s event. I’m really looking forward to being a part of the festivities!
The conference kicks off officially at noon on April 29th. And right out of the gate (1pm) there is a presentation by Karen Corrigan and a panel of experienced marketers discussing how we can position healthcare marketing departments (and marketers) for the future. To show you just how good this conference promises to be, at the same time my friend Jesse Stremcha and his colleague Bjorn Gunnerud are presenting on philanthropy and the importance of collaboration between marketing and fundraising. Jesse is an expert in ePhilanthropy at Children’s Hospitals and Clinics of Minnesota. He is a terrific presenter and will share solid information. So you can see, right off the bat I am conflicted between two promising sessions.
On Monday, April 30, there’s a session at 11:15am where Marc Beaumont, Daniel Fell and Linda MacCracken are speaking about using marketing analytics to help drive results for your hospital. Daniel and Linda are two of my favorite healthcare marketers. They are both incredibly smart and deeply immersed in our industry (lots of experience). Their session should be a good one!
There are so many other presentations worth noting. My friends Chris Bevolo and Chris Boyer are presenting on “Breaking the Rules of Website Design.” They are great presenters – very entertaining. I am presenting with Jill Lawlor (Cooper University Hospital) and Lyle Green (MD Anderson) on “Integrating New Media into Physician Marketing.” We’ve got a good story to tell. Bill Gombeski from UK HealthCare is presenting on growing new business via word of mouth marketing. Carla Bryant (Corrigan Partners) and a team of presenters will address aligning brands across digital channels – a really important topic that most organizations have not fully addressed. My colleague Gabrielle DeTora is taking on the controversial subject of hospital rankings with her presentation – “Hospital Ranking Matters!” She is presenting with Sean Young of Penn State Hershey Medical Center and Health System.
You can see, this promises to be a terrific conference. Lots of good learning and great people with whom to network. If you haven’t already signed up for the conference, you can check it out online by clicking on this link and download the conference brochure. I hope to see you there!
Posted in healthcare conference, marketing conference, Marketing Conferences | Tagged Forum for Healthcare Strategists, healthcare marketing strategies summit, healthcare marketing summit, Judy Neiman, linkedin | Leave a Comment »
Recently I’ve written blog posts about med students writing poetry, physicians using puppets, and physicians using comic strips as therapeutic tools. These types of stories fascinate me. I love to see our industry stretching itself and reaching beyond current boundaries. If we pay attention, we’ll see that there are brilliant people out there innovating every day. That excites me and fuels my passion for this business. Well, today’s post is about an economist from MIT who is using the comic book genre to explain health care reform. The story is currently featured on NPR’s Health Blog.
Jonathan Gruber, the author of the Healthcare Reform: What It Is, Why It’s Necessary, How It Works, is the Director of the Health Care Program at the National Bureau of Economic Research, where he is a Research Associate. He is a co-editor of the Journal of Public Economics, and an Associate Editor of the Journal of Health Economics. All of this in addition to serving on the faculty of MIT.
According to his bio, Gruber was a key architect of Massachusetts’ ambitious health reform effort, and in 2006 became an inaugural member of the Health Connector Board, the main implementing body for that effort. In that year, he was named the 19th most powerful person in health care in the United States by Modern Healthcare Magazine. He was a consultant to the Clinton, Edwards and Obama Presidential campaigns and was called by the Washington Post, “possibly the [Democratic] party’s most influential health-care expert.”
Gruber’s comic book is illustrated by Nathan Schreiber, writer and artist of the Xeric award-winning independent comic series and graphic novel, Power Out.
One of the really cool parts of this story is that Gruber did not set out to create a comic book. It was his publisher’s idea to deliver this message via a graphic format. Gruber wasn’t sold on the idea but spoke with his 17-year-old son who is a reader of graphic novels. It was the conversation with his son helped persuade him to try this medium.
The reviews for Gruber and Schreiber’s collaboration have been glowing. Here’s one example from renowned economist, David Cutler:
“If you want to learn about health care reform, you can do no better than to learn from the master. Jonathan Gruber shows how health care reform works in a way that everyone can understand. Read this book. You will not regret it.” — David Cutler, Professor, Department of Economics and Kennedy School of Government, Harvard University
You can learn more about Healthcare Reform: What It Is, Why It’s Necessary, How It Works and order a copy for yourself, by clicking on this link. I just ordered my copy from Amazon.
Posted in healthcare reform, Interesting Blog Post, Uncategorized | Tagged comic book and health care reform, healthcare reform, jonathan gruber, linkedin, MIT, Natan Schreiber, NPR Health Blog | 1 Comment »
I managed to fly in to Albany, NY, last night, after delays in Raleigh-Durham and Washington National due to stormy winter weather in the Northeast. It actually seemed balmy when I arrived by way of rental car (4 wheel drive) in Bennington, Vermont. There was snow on the ground and in the air, but it wasn’t sticking to the roads. Today is packed with meetings at Southwestern Vermont Medical Center so I was relieved to arrive in Bennington.
Of course, now the challenge is getting home this evening. The snow is back, and coming down in full force. It is beautiful and I have no problem spending another night in Bennington, if that is what it takes, but I’d much rather get home and enjoy the weekend with my family. Below are a few photos I’ve taken with my iPhone when I’ve had breaks between meetings. Enjoy!
![photo[2]](http://thehealthcaremarketer.files.wordpress.com/2012/01/photo2.jpg?w=500&h=375)
![photo[4]](http://thehealthcaremarketer.files.wordpress.com/2012/01/photo4.jpg?w=500&h=375)
![photo[3]](http://thehealthcaremarketer.files.wordpress.com/2012/01/photo3.jpg?w=500&h=375)
![photo[1]](http://thehealthcaremarketer.files.wordpress.com/2012/01/photo1.jpg?w=500&h=375)
Posted in Business Travel, Random Rambling | 1 Comment »
This is the time of year when a number of deadlines for healthcare marketing awards loom large. Here’s a list of a few of the healthcare marketing awards competitions with impending deadlines:
- Aster Awards (11th annual) – Early submission deadline, February 29, 2012. Late deadline, March 16, 2012. Go to www.AsterAwards.com for more information. This is one of the national healthcare advertising and marketing competitions we make a point of participating in each year. It is sponsored by Marketing Healthcare Today magazine.
- Healthcare Advertising Awards (29th Annual) – Early submission deadline, February 17, 2012. Late deadline, March 7, 2012. Click on this link for more information. This is really the grandfather of all healthcare advertising awards competitions. It is sponsored by Healthcare Marketing Report magazine.
- Lamplighter Awards – For those of you with hospitals in New England, the Lamplighter Awards is the annual competition sponsored by the New England Society for Healthcare Communications. The early deadline is January 27, 2012. The late deadline is February 10, 2012.
Posted in Awards, Awards Competitions, healthcare marketing awards | Tagged healthcare advertising awards, healthcare marketing awards, lamplighter awardsm aster awards, linkedin | Leave a Comment »
Lexington Medical Center (West Columbia, SC) has been working to bring advanced, comprehensive cardiovascular services to the communities it serves for more than 10 years. In June 2010, I wrote a blog post titled “Lexington Gets a Heart Program: Goal Achieved – 10 Years in the Making.” The post was celebrating the fact that this amazing suburban hospital finally received approval from the state of South Carolina to proceed with the development of a heart program that includes a full range of cardiovascular services, open heart surgery and elective therapeutic cardiac caths. Lexington Medical Center is a client of mine and we had worked together for years to achieve this goal. It is an important milestone in the history of healthcare in the Midlands of South Carolina.
This spring, Lexington Medical Center will open its new cardiac center! They’ve produced a new TV spot to announce the new, expanded cardiovascular services, and I thought I would share it with you here. It is outstanding. Below you’ll also find one of the teaser print ads announcing the new cardiac center. Enjoy!
Posted in Advertising Campaigns | Tagged cardiovascular advertising, Columbia SC, Columbia South Carolina, heart campaign, Lexington Medical Center, linkedin, LMC, marketing cardiovascular services | 1 Comment »





































