Looking for an event to attend in late September? Or perhaps your organization, like so many others, is chasing the holy grail of “patient engagement?” On September 30-October 1 in Bethesda, Maryland, the ENGAGE forum will discuss the leading innovations and latest strategies in improving patient care and healthcare delivery. MedCity ENGAGE is an executive-level event featuring the most innovative thinking from payers, providers, policymakers, health IT and beyond to highlight best-in-class approaches to one of the biggest challenges in healthcare: patient engagement. It will feature speakers discussing the current attempts to innovate in care delivery and reimbursement, along with the innovations that will form the backbone of technological infrastructure.
According to MedCityNews, the producer of the Engage forum, attendees can expect to gather a number of take-aways, benefits and insights from the event:
- A better understanding of the current care environment and the major policy and market drivers behind care innovation
- Perspectives from federal policy leaders on future government support of patient engagement
- Perspectives from health leaders on the business case for exceptional patient engagement
- Insight from engagement experts from a variety of different fields and how to apply those principles to healthcare
- Access to innovators “in the trenches” and demonstrations of the latest technology platforms to communicate with and encourage patient behavior.
For information about the event, go to: http://events.medcitynews.com/engage/
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Posted in healthcare conference, Physician Marketing, Physician Relations, Speaking Engagements, tagged Dan Dunlop speaking engagement, digital physician relations, leading healthcare innovation, linkedin, Ohio Hospital Association, physician marketing, physician relations on June 9, 2014 |
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Tomorrow I will be speaking at the Annual Meeting of the Ohio Hospital Association. The theme of the conference is “Leading Health Care Innovation For A Healthy Ohio.” In my talk I will review innovations in referring physician marketing. In particular, I’ll look at the emergence of digital physician relations and review case studies that show how hospitals are successfully integrating digital components into their overall physician marketing programs. This is not about abandoning tried and true marketing tactics; rather, this is about integrating new digital tools and platforms into the mix, accommodating the growing number of physicians who are now comfortable with digital communication.
If you’re in Columbus, Ohio on June 10th, I’d love to see you. I’m looking forward to my time at the Ohio Hospital Association’s Annual Meeting.
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Posted in healthcare conference, marketing conference, Marketing Conferences, tagged 2014 National Conference on Health Communication Marketing and Media, 8th Annual National Conference on Health Communication, and Media, CDC, linkedin, Marketing, national conference on health communication, national conference on health comunication marketing and media, National Public Health Information Coalition, The Centers for Disease Control and Prevention on June 4, 2014 |
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The other day I received an email reminder about the 8th Annual National Conference on Health Communication, Marketing, and Media – sponsored by The Centers for Disease Control and Prevention and the National Public Health Information Coalition. The event will take place August 19-21, 2014 at the Hyatt Regency in Atlanta.
The conference brings together individuals representing academia, public health researchers and practitioners from federal and state government and the private sector, and provides a forum for dialogue within and across these disciplines. It provides an excellent opportunity for attendees to learn, share knowledge, meet with colleagues and shape the future of health communication, marketing, and media practice.
Click here for registration information.
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I’m sitting at the airport, waiting for my flight home after spending four days in Mystic, Connecticut attending the 2014 Spring Conference of the New England Society for Healthcare Communications. My hat is off once again to the conference planning committee and Kelly Woodsum, NESHCo’s executive director. The event was a great success due to their hard work. The theme of patient engagement was right on.
Below are the Twitter analytics for the conference as provided by Tweet Binder. (Click on any image to see it in a larger format.) A total of 75 people Tweeted at some point during the conference using the #neshco14 hashtag. This included people not attending the conference but simply sharing Tweets. 39 of those individuals only Tweeted once. Only 17 people Tweeted six or more times using the #neshco14 hashtag. You can get a good feel for which individuals were actively Tweeting by reviewing the “Contributor Rankings” chart below. It provides a count for original Tweets, most popular (based on # of followers), highest impact (based on total potential impressions), and most active (Tweets & Retweets). My takeaway is that this group of communications practitioners has not yet adopted Twitter as a tool for communicating with colleagues and industry peers, for better or worse.
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For the next three days I’ll be attending one of my favorite events of the year – the Spring Conference of the New England Society for Healthcare Communications. For the last two years I’ve been fortunate to serve on the NESHCo Board of Directors and on their membership committee. It has been a wonderful experience. For those of you who have served on boards, you know that it is not always a great experience.
Today I’m attending a board meeting/retreat for a good part of the day, and then there’s an opening reception this evening. This year’s spring conference is taking place in Mystic, Connecticut. In New England, there is no shortage of scenic spots to hold these events. Last year we were at Newport, RI and at the Boston Waterfront the year before that. My favorite part of the conference is simply reconnecting with colleagues who I only see a couple of times a year. The members of this organization are gracious and welcoming.
Thursday is the main day of the conference, with many educational sessions. I’ll be leading an exciting ePatient panel over lunch! This is something I have wanted to do for years. My thanks to NESHCo for making it happen. We need the voice of the patient to be more prominent within our industry. End of story!
On Thursday evening, NESHCo holds its annual Lamplighter Awards Dinner, sponsored by my good friends at Market Street Research. Two years ago my firm was fortunate to have an affiliation campaign for two of our clients win The Lamp (Best of New England Award): Signature Healthcare and Tufts Medical Center. We’ve been privileged to have our clients win a number of Lamplighter Awards each year. This year we entered work for Tufts Medical Center, Floating Hospital for Children, Dartmouth-Hitchcock Medical Center, Lawrence General Hospital, Lowell General Hospital and Signature Healthcare. We’ll see what happens on Thursday night.
The conference concludes on Friday with additional educational sessions. The day starts at 7am with a very cool Tai Chi and Qigong session designed to help you feel relaxed, energized and balanced. David Chandler, Tai Chi Master from Eagle’s Quest Tai Chi Center will lead the group through the basics. I am excited about this session. The final keynote of the conference will start at 11am and feature my friend Dan Miers of SPM Marketing. Dan will do a terrific job talking about branding in the age of accountable care.
I hope to see you at the conference! Look for my Tweets, Facebook and Instagram posts.
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Posted in healthcare conference, Speaking Engagements, tagged Dan Dunlop, david meerman scott, health communications conference, healthcare marketing conference, healthcare strategy institute, Judy Neiman, PRSA Health Academy, storytelling in healthcare marketing on May 9, 2014 |
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Today I’m attending and speaking at the PRSA Health Academy in Washington, DC. It is the second time in two weeks that David Meerman Scott and I are on the same slate of speakers. It’s pretty cool to be in his company. We had a chance to connect in Orlando last week prior to his keynote at the Healthcare Marketing and Physician Strategies Summit. Judy Neiman of the Healthcare Strategy Institute introduced us. His presentation was extraordinary, so the folks at #PRSAHealth are in for a treat. He’ll be doing the keynote tomorrow morning so I should be able to attend.
I present at 10:45am, together with Marie Gross, VP Business Development, Signature Healthcare. The title of our presentation is: “Once Upon a Niche: Using Storytelling to Build Online Health Care Communities.” Among other things (it will be an action packed presentation) we will share some of the initiatives Signature Healthcare has launched to engage niche audiences (Physicians, Patients, Community Members, etc.).
If you’re not familiar with PRSA Health Academy, the conference helps health care communicators sharpen their competitive edge by providing insights into emerging industry trends, tools and techniques. And I am fortunate to be presenting at the Academy for the second year in a row. If you’re in attendance, please come up and say hello!
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Today I will be presenting at the annual conference of the New England MGMA in Newport, Rhode Island. Here’s an abstract of what I will be addressing during my talk:
A New Vision of Healthcare Marketing
We need to acknowledge that this is a new day both in healthcare and in marketing. Today, consumers make the rules. They decide what information they engage, on what platform, at what time, and on what type of screen. (I always give my family as an example.) To capture their attention, our communication needs to have real value and meet their need for entertainment, information and community. During the presentation I’ll define the ways in which we provide value through our communication practices. I’ll also discuss “old school” practices that do not provide value to healthcare consumers.
Based on current consumer behavior and the prevalence of online patient communities, it is my premise that medical practices should look to “online community development” as a foundational element of any engagement strategy. We need to build niche communities of shared interest that our patients can join and where they can interact with others facing similar health challenges or sharing similar health interests. Moving forward, community building needs to become a core competency for healthcare marketers and practice managers, understanding that an investment in community should lead to a significant return for the organization.
This presentation will prepare marketers and practice administrators for the future of healthcare marketing by teaching them strategies for building online communities for the medical practice, with a focus on patient engagement, deepening their relationship with your brand and creating spaces for patients to have a voice. Attendees will discover how to provide value to patients and prospective patients through their websites and digital marketing platforms while creating spaces for patients to serve as your top brand advocates online!
I will address the following topics:
- Marketing has fundamentally changed. The focus has shifted from marketing “to” women, to marketing “with” women (the primary healthcare decision-makers). For marketers, the task is now to engage women and thereby deepen their relationship with our brands.
- Healthcare marketing, to be effective, must create value for the target audience. Traditional advertising is very weak on value. We must look beyond traditional advertising for today’s solutions.
- The ideal way to engage female consumers is through community. In that sense, healthcare marketers need to now see themselves as community-builders. A huge part of our job needs to be the creation and maintenance (care and feeding) of online communities/environments where women can gather, share ideas and experiences, and learn from one another. We (provider organizations) can infuse those environments with resources and expertise.
- Online communities focused on wellness and prevention are ideal tools for addressing the challenges of population health management. They provide platforms for health education and engagement. The goal should be to engage consumers in their own health and wellbeing.
- The effort spent building “communities of shared interest” has the potential to pay big dividends for the healthcare organization. The individuals who frequent the communities are likely to become brand advocates and generate positive word-of-mouth about the organization. Their word-of-mouth marketing is far more valuable than traditional consumer advertising. There is also the very real likelihood that through these communities we can impact the health and lifestyle behaviors of these individuals.
- The environments that we create, whether they are our organization’s websites or social media sites, have to deliver a rich and engaging brand experience. If you want to attract healthcare consumers, you have to offer them more than a static, brochure-like experience. So the question is, how do you use these platforms to bring your brand to life for the end-user? How do you bring value to their experience? As a case in point, one tool healthcare organizations are turning to is online video. What is more engaging – reading a physician’s bio or watching a video where the physician introduces herself to the viewer? Video is inherently more engaging than the static page of text.
It should be a lot of fun!
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By the end of day two at the Healthcare Marketing and Physician Strategies Summit we’ve had 234 different people Tweet using the #HCMPS14 hashtag. We’ve achieved 3,336,676 potential impressions from 1,880 Tweets – averaging 41 Tweets per hour. Check out the information below from Symplur.
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If you want a good idea of some of the healthcare marketing and strategy professionals to follow on Twitter during the Healthcare Marketing and Physician Strategies Summit, check out Symplur’s report on the top influencers from Day One of the conference. This list is just the tip of the iceberg, but it is a great place to start.
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