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Archive for the ‘Video Posts’ Category

It is clear to me that healthcare marketers are going to have to shift much of their focus to promoting health and wellness, whereas, in the past we’ve largely promoted healthcare transactions related to brief episodes of poor health or prolonged interactions due to chronic disease. Recognizing the need for that shift in focus, I’m always intrigued when I run into individuals who are starting new enterprises designed to encourage healthy behaviors.

Recently, after giving a talk to a group of business leaders who were interested in learning about social media, a woman named Kim Saffran came up and introduced herself. She has started a business that gets adults and families to integrate “play” into their lives. The fledgling business is called Return2Recess. Perhaps not surprisingly, Kim’s business has found early success with individuals living in retirement and 55+ communities.

I asked Kim if I could interview her for my blog, and she agreed. The 14-minute video (below) introduces Kim and her business. It’s going to take a lot of entrepreneurs like Kim to get Americans moving – but this is a great start. At the most basic level, Return2Recess is addressing one of the social determinants of health. There are similar efforts around the country helping people access healthy food options and safe, healthy housing – initiatives designed to address the conditions in the environments in which people are born, live, learn, work and play that affect their health and well-being.

 

 

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In June of 2016 I published an article in Healthcare Marketing Report titled “The Expanded Role of the Healthcare Marketer.” It discusses the changes that will take place within healthcare marketing departments as our organizations move from a fee for service model to a value model. As our organizations transform, so must the marketing function. Here’s a brief video where I speak to that opportunity.

 

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One of my pet peeves with conferences is that the educational content is rarely captured and curated. So much great information is lost because the sessions are not recorded on video. If you missed a given session, you are out of luck. This practice is based on an antiquated notion – one that sees content as the domain of the organization with value coming in the form of providing limited access to that information (those who pay to attend the conference). Generally speaking, I see value coming from a spirit of generosity and a willingness to share content. By doing so, you establish yourself as a high quality resource of relevant content. But I can see both sides of that argument.

Screen Shot 2016-06-13 at 12.09.11 PMBack in April, I was the keynote speaker at the Western New England Healthcare Marketing Symposium. It was a terrific, sold out event. For that conference, we recorded every presentation on video and have posted them to the website. Below is my presentation, in it entirety, from the Symposium. The topic is the narcissistic nature of most healthcare marketing and advertising. My message is that the marketing needs to be more relevant to the target audience; we need to make them part of the marketing rather than just marketed “at” them. In that regard, we need to stop spewing content about our organizations (our doctors, procedures and technology) and, moving forward, focus on having conversations with consumers. To do that, we need to create online environments that invite conversation and dialogue.

Enjoy the video. It is 45 minutes long. Consider yourself forewarned.

Narcissism in Healthcare Marketing

 

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FullSizeRenderWhile attending the Spring Conference of the New England Society for Healthcare Communications (NESHCo), my team shot footage that we plan to use to create digital video content for the association. This is a labor of love that reflects my firm’s long relationship with NESHCo.

During breaks between sessions, I interviewed attendees, getting their perspective on both the conference and the association. Our digital content manager, Jason, quickly pulled together a teaser video that could be shared on the last day of the conference. This is just a taste of the content we’ll be developing over the next few weeks. If you’ve never been to a NESHCo conference, watching this video will give you a feel for the incredible learning and sharing environment that the organization has created. Enjoy.

NESHCo Video Teaser

 

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In this video that was recently shared by H&HN, David Bailey, M.D., the President and CEO of Nemours Children’s Health System, describes how Nemours (and the rest of the field) needs to change its perceptions of what constitutes a hospital or hospital system. Bailey discusses Nemours’ move away from a bricks and mortar focus and how it benefits all parties involved. Check out this short and informative video.

All credit for this video goes to H&HN. Use this link to view the video on H&HN‘s website. By the way, if you don’t subscribe to H&HN’s Daily (electronic newsletter), you are missing out on some great content specific to our industry.

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Here’s a quick two-minute video summary of my keynote talk at the Annual Conference of the National Association of Occupational Health Professionals. The conference took place in Chicago earlier this month. My focus was on helping these professionals reach their target audiences (primarily employers) more effectively. That involves rethinking their approaches to marketing and communication.

 

 

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Screen Shot 2015-01-31 at 4.39.25 PMLast week I led a webinar on the topic of “Healthcare Marketing as Online Community Building.” My message was that healthcare marketing is facing a crisis of relevance. The healthcare environment is “undergoing radical transformation.” Meanwhile, the world of marketing is being transformed by the adoption of new digital platforms and technologies. Yet, most healthcare organizations continue to market as they always have.

Traditional service line marketing cannot meet the challenges we face within the new healthcare ecosystem. And the traditional model of healthcare marketing, where we primarily push content in the direction of the consumer, is not sustainable. The traditional model is short on value and holds little relevance for patients and consumers.

Healthcare marketing could benefit greatly from a “community building” mindset. What a dramatic shift that would be away from our current content production and distribution mindset! Here’s one quick example: A community building frame-of-mind would positively impact the ways in which we use social media to engage patients and prospective patients. Currently, most of us use social media the same way we’ve always used print, radio or TV advertising: It is one way communication. We use these amazing listening and engagement platforms to simply push out content. Moving forward, that will not prove to be a viable practice.

Based on consumer behavior and the success of online patient support communities (for example, inspire.com and PatientLikeMe), we should look to online community development as a foundational element of any engagement strategy. We need to build niche online communities of shared interest, organized around specific topics, conditions or diseases, that our patients can join and where they can interact with others facing similar health challenges. Moving forward, community building needs to be a significant focus for healthcare marketers, understanding that an investment in community should lead to a significant return for the organization.

Check out the presentation video below:

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