When I attended Spirit of Women’s Pelvic Health Conference last week, I saw a great presentation by Tanya Abreu of Spirit of Women and her colleague from MX.com, Giulianna Peri. Tanya has an amazing professional background having worked as a communications professor at Carnegie Mellon University, a community health planner for the U.S. government in Russia, West Africa, and the Caribbean, and a healthcare executive for a decade at Magee-Women’s Hospital. For the past 15 years, Tanya has served as President of Spirit of Women, a coalition of premiere hospitals in more than 100 U.S. cities dedicated to raising the bar in women’s health.
What struck me about Tanya’s presentation was her theme: Meaningful Use Marketing. Her major point was that we need to develop marketing platforms (also listening platforms) and strategies that engage patients who are not actively receiving care; we need to engage them when they are between episodes of care. The marketer’s role will be to influence and facilitate dialogue between providers (and provider organizations/teams) and patients at times when consumers are not active patients. Much of that engagement will revolve around topics of wellness and prevention. That is a big part of the future of healthcare marketing. I couldn’t agree more.
The Pop Portal
Tanya introduced the concept of POP Portals, essentially a digital outreach strategy for patient engagement. The strategy emphasizes the need to identify, educate, inspire and motivate targeted populations “toward a meaningful reduction of disease, unnecessary ER visits, preventable acute care hospitalization and avoidable readmissions.” The POP Portals strategy “helps hospital business become the enterprise of care-mapping wellness for individuals across a lifetime, while safeguarding the health status of a community population.”