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Originally posted on Health Care Social Media Monitor:

Dr Matthew Katz, a community-based doctor dedicated to improving cancer care and health empowerment, was the guest on the latest  #HCHLITSS  Twitter chat. For those who may be unfamiliar with the phenomenon of a tweet chat – it is a pre-arranged chat that happens on Twitter through the use of updates called tweets. It includes a predefined #hashtag which links the tweets together in a virtual conversation. The #HCHLITSS acronym stands for Health Communication Health Literacy & Social Science, Of particular interest to me during the stimulating chat was Dr Katz’s view of what physicians and other healthcare providers can learn from participating in Twitter chats. According to Dr Katz, it is a way to listen in on patient concerns.

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A new practice we’ve instituted this year at my firm is for each employee to conduct a presentation for the rest of the staff on a topic that is germane to healthcare or healthcare marketing. It can be a book review, or a recounting of a conference presentation they attended, etc. Whether you’re an online community manager, copywriter, digital art director or account executive, you are expected to give a couple of these presentations throughout the year. Yesterday, we were treated to our latest presentation from a staff member. One of my co-workers, Suzanne Williams, led an amazing lunch and learn on the subject of Baby Boomers. I thought I’d share with you some of the data from that presentation. Suzanne gets all the credit!

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Infographic

Originally posted on Health Communications and Health Advocacy:

When Patients Share Internet Health Information With Their Physicians

This is an infographic that I created to describe a short “survey” that I conducted for a week in October, 2013 while working for Medivizor.com. The full description of the survey is found here: How Patients Discuss Internet Health Information With Their Doctors.Infographicpatientmaybe2

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Today’s post is dedicated to giving thanks. As I prepare for the Thanksgiving Holiday, here are a few things for which I am thankful:

  1. A long holiday weekend with my family, away from work.
  2. The wonderful assisted living community that my parents have recently moved into.
  3. Having survived the last year with my wife and stepdaughter.
  4. My many clients who continue to put their faith in my organization and look to us to lead them into the future.
  5. My many friends in the healthcare marketing realm; you know who you are.
  6. Twitter, Facebook, Linkedin, Instagram and all the other social media platforms that keep me connected and engaged with my extended family, friends, colleagues and consumers. These platforms are also my top professional development tools.
  7. My place in the mountains of Virginia that keeps me sane.
  8. My book – for continuing to challenge me as I work to finish the manuscript.
  9. My team at Jennings that puts up with me.

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dandunlop:

I was moved by David’s blog post and decided to share it with readers of the Healthcare Marketer Blog. We can definitely learn from his experience as a breast cancer widower. My thanks to David for sharing his story.

Originally posted on MBCNbuzz:

By David Imondi

I dread October. I change the TV channel when all the pink ribbon commercials come on. I understand why my wife hated pink ribbons. There was nothing pretty or delicate about the disease that ravaged and killed her at age 47. My wife was Dr. Suzanne Hebert Imondi. She was your vice president. She was my true love.

Yesuzannears ago, Suzanne asked me to share my experience as a “cancer husband” to help MBCN members. I never did. Now, I write this as a heartbroken widower who is trying to raise two young kids without their beloved mom.

I thought I was a good Cancer Husband. I spent countless hours in waiting rooms in cancer centers from Boston to Houston. I slept sitting up for weeks in uncomfortable hospital visitor chairs by Suzanne’s bedside. I kept a large binder with me with copies of PET scans…

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Lately I’ve been on a tear about community and the role of community building in healthcare marketing. Many of the functions related to community building are not what most of us associate with traditional advertising. But the truth is, there will always be a place for traditional advertising in healthcare marketing. It’s role will diminish. I would argue that it already has diminished. And its role will change. Already traditional advertising vehicles are being used to drive people to online platforms where consumers can have a deeper level of engagement with your brand, and access a greater depth of information. We’ve all been doing that for a while now.

However, advertising, particularly television and radio advertising, is great for storytelling and celebrating community. These tools reach mass audiences, although they can be targeted to specific demographic and psychographic groups. Their power to help delver brand content to a mass audience is significant. And if the commercial messages are well crafted and well produced, they can be impactful.

IMG_4370Below is a television commercial my firm, Jennings, recently produced for the launch of a new children’s hospital in eastern North Carolina. This children’s hospital serves a region the size of the state of Maryland. This is without a doubt the poorest and most under served region of North Carolina. As you might expect, it is also a region that is plagued by rampant heart disease, diabetes, and stroke. Unfortunately, children in eastern North Carolina have traditionally suffered from disproportionately high rates of obesity, infant mortality, smoking and other health-related problems. It is well known that that healthy children learn better, grow stronger and become more successful adults. So addressing the health of children in eastern North Carolina is a huge opportunity and one that needs to be championed. That’s exactly why it is so important for the people of eastern North Carolina that Vidant Health chose to build this new children’s hospital, expanding their ability to serve the needs of families in the region. This launch was an event that deserved to be shared with the greater community via mass media, and specifically a TV commercial. It was a community activity. And the people of eastern NC deserve a health system that will say “Yes, your families deserve the best in care and we’re making the investment needed to deliver that.”

Here’s the TV spot for the new, nautically themed Vidant Children’s Hospital. Enjoy!

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60 Seconds Online

dandunlop:

The information presented in this infographic is astounding. My thanks to Marie Ennis-O’Connor for posting it on her blog. I definitely think it is worthy of sharing. Enjoy.

Originally posted on Health Care Social Media Monitor:

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If you want to get an idea of the sheer scale of the creating and sharing that goes on in social media, then check out this infographic by Qmee.

Among the mind-blowing statistics, every 60 seconds:

  • 571 new websites are created
  • 2 million Google searches are undertaken
  • 278 thousand updates are tweeted on Twitter
  • 72 hours of video uploaded to YouTube

Now the question is, how do you get heard among all that online noise??

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Guest Post by Jeanne Chase Tiscareno of ChaseLane Consulting

Screen Shot 2013-09-06 at 5.27.08 PMJeanne is a marketing consultant that organizes ideas, concepts, data and human resources into cohesive plans. She has spent significant time working for Global 1000 companies such as Microsoft, Accenture, Ernst and Young, Verizon, and SAP. Jeanne’s work has also taken her into health care-related business planning for hospital systems such as PeaceHealth, Swedish, Providence and UW Medicine.

Uncertainty hovers over American hospitals due to a changing health care landscape. How will value-based care and Medicare’s changes in payments actually play out in the marketplace? How will hospital’s balance sheet absorb changes such as bundled reimbursement?

These questions, added to typical organizational pressures, demand that health care systems create efficiencies in every way possible. A popular approach is through “shared services”: centralizing duplicative operations across the system to increase efficiencies, reduce costs, and establish system-wide consistency.

Many systems have already consolidated their accounting, finance, human resources/payroll, supply chain, etc. into centralized “back office operations.” However, in recent years we’ve noted two areas of significantly untapped opportunity for creating shared services in health care systems: marketing and philanthropy.

Promising prospects: marketing and philanthropy.

On the surface, each hospital in a health care system has its own unique local market and donor base. Yet a closer look typically reveals that all of a system’s hospitals promote similar ideas, concepts and services. Their marketers and fund raisers perform similar functions in each region, and each hospital seeks to solve similar challenges in order to reach communities and involve donors.

One Northwest health system we worked with, for example, had people in each region trying to develop an effective physician look-up and health assessment tools for their patients and communities—a four-fold duplication of effort. Another system had seven local foundations all soliciting donors independently, sometimes with conflicting events, funding opportunities, and messaging to the same donors.

Such overlap is inevitable and makes marketing and philanthropy groups ideal candidates for the many benefits of shared services environments. These include wiser resource use, more productive teams, cross-region compatibility of systems and info, and greater opportunity for cohesive, system-wide branding, market presence, and donor engagement.

Classic opportunities for shared marketing services include centralizing web analytics, metrics/measurement, branding, advertising, media buying and social media plans. Local hospital foundations could consolidate donor bases, event coordination, marketing materials, grants programs and compliance, fiscal reporting, and training. There’s also lots of room for the two shared services groups to work together to support a system’s broader goals.

Change takes time, but the effort is worth it. When the above philanthropy organization centralized their basic fund raising tasks, tools and donor lists through shared services, they freed their local staff to focus on the heart of fund raising—cultivating donor relationships. Moreover, the entire health care system is now poised to convey a single “voice” to all donors, avoid duplicate requests for funding, expose high-yield, system-wide funding and grant opportunities, and reinvigorate their portfolio with new giving vehicles.

Moving toward shared services.

When working to realize a shared service approach for your marketing and/or philanthropy group, consider these recommendations:

1. Before any change, assess each area that is a candidate for centralized services and build a business case for consolidation. For example, compare costs of centralized vs. decentralized expenditures, such media buying or internet hosting contracts for marketing consolidation, or a cross-regional resource for Website development (content, programming, coordination), to determine whether this kind of change provides sufficient value.

2. Obtain appropriate leadership buy-in for the change. During any centralization, managers gain or lose people and power. Well thought out plans can be completely sidelined without proper buy-in. You may need to engage in serious negotiation before you can get top leadership to approve your proposal. Some organizations are just not ready for change, or they are still adjusting to previous organizational changes.

3. Allow enough time and resources for transition, and plan thoroughly. Create a detailed roadmap and timeline to outline what is happening and when at every phase. Define who will lead the transition and who will carry it out. Set up a management committee to address interim and longer term decisions and hurdles. Implementation can take anywhere from 6-12 months and beyond.

The concept of “Great Stewardship of Resources” can no longer be just a bullet point in an annual report. Doing more with less is a way of life, and helping your marketing and philanthropy teams work smarter through shared services can trim waste out of your system.

Consolidating and sharing marketing and/or philanthropy services can free up employee time and operating dollars at the hospital level, letting you redeploy these resources where they can make a real difference—in great patient experiences, high quality care, and sound community health initiatives.

Contact:

Jeanne Chase Tiscareno

ChaseLane Consulting

Email: jeanne@chaselaneconsulting.com

Twitter: @jeannetiscareno

www.chaselaneconsulting.com

 

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The advent of social media has fundamentally changed my professional life. Prior to embracing social media, I didn’t know how isolated and closed in my professional life was (by comparison). Now I realize. It sounds cliche, but my involvement in social media has opened up a world of professional opportunities that didn’t exist for me in the pre-social media days. Today, the best minds in healthcare marketing and healthcare social media are right there, within reach, via Twitter, Facebook and LinkedIn. And they are willing to share and engage in conversation.

With Dana Smith

It fascinates me to think about how many professional friends I have developed over the years that I have never met in real life (IRL). These are people I know primarily through Twitter. The lack of in person interaction has in no way hampered the development of these professional relationships. And they are no less rich because our contact has been through online channels. One thing I tell people is that the online world of social networks is part of the real word – it is not some alternate reality. However, online relationships can definitely be supplemented and enriched by in person interaction. I met my friend Lyle Green online when he commented on one of my blog posts. Lyle works in physician relations at MD Anderson. Since that introduction, we have presented together at several conferences, written an article together and co-authored a book chapter. That probably would not have happened in the pre-social media world. Lyle jokingly tells people that he learned his lesson and will never again comment on a blog post! Similarly, I met Dana Smith of Spirit of Women via Twitter, my blog and Instagram, and we developed a great relationship. It was much later that we met in person when Dana invited me to speak at one of Spirit of Women’s conferences. This is another example where I was able to extend my professional community thanks to my involvement in social media. And the impact has been incredible meaningful from both a professional and personal perspective.

My digital footprint has also opened the door to impromptu meetings with people who readily approach me at conferences and other events because they are familiar with me through my online activities (blogging, Twitter, etc). They feel as if they know me through my writing – even though we’ve never met online or IRL. I love this unexpected impact of social media. It is always a pleasure to meet people who share my interest in healthcare marketing. Now I actually reach out to people and invite that kind of interaction. Just prior to attending a conference I will usually write a blog post inviting people to come up and introduce themselves – letting them know that I welcome the opportunity to meet them.

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Me with Lisa Fields

It is exciting to meet someone IRL whom you’ve only known through online interactions. I certainly understand that. In fact, recently I’ve made an effort to reach out to several people who I know primarily through online communication and suggest that we meet in person. I’ve discovered that many amazing healthcare marketers and thought leaders live within an hour of my office. Who knew? A couple of weeks ago I had lunch with Lisa Fields (@practicalwisdom) who is one of the co-founders of the Healthcare Leaders Twitter Chat (Tuesday at 8:30pm). It was wonderful to meet Lisa in person. )If you aren’t familiar with the #HCLDR chat, I definitely suggest you check it out: http://hcldr.wordpress.com/about/.) Then last week I met with Anton Zuiker (@MisterSugar) whom I had previously only met at conferences and online, despite the fact that our offices are perhaps 10 miles from each other. Anton is a professional communicator in the Department of Medicine at Duke. He’s also a blogger and social media early adopter. Next week I’m meeting with the one and only Andre Blackman (@MindofAndre) of Pulse + Signal. It is amazing to me that Andre and I have never met IRL. I am a huge fan of his work.

Here’s my message: The next time someone insinuates that online relationships, communities and friendships are somehow less than those that we experience in real life, I would challenge them. I would suggest that they are part of the whole and that they have incredible value. No less important. No less real. And remember, online is real life.

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Last week I spent a couple of days in New England supervising a photoshoot for one of my firm’s healthcare clients. We’re in the process of developing a new marketing program to promote pediatric services and these photographs are an essential ingredient in that campaign. The photos depict pediatricians interacting with patients.

This was an amazing shoot for the simple reason that nothing went wrong (knock on wood). Anytime we work with kids, there’s a huge chance that there will be melt downs and challenges with staying on schedule. In this case, the kids were incredible – better than we could have dreamed. The promise of pizza seemed to help, but truthfully, these were just good kids.

Our shoot completely disrupted things on the pediatrics floor, despite our best efforts. The nursing staff and leadership were so tolerant and helpful. They made it easy.

Below are some of our behind-the-scenes photos from the shoot. I’m always fascinated by the production process – actually creating the marketing. Enjoy the images!

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