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For the last couple of months, my team and I have been working with Renown Health to effectively tell its story as an innovator in community health, population health and healthcare delivery. One element of that strategy has been the development of a blog for the organization’s CEO, Dr. Tony Slonim (@RenownCEOTonyMD). While most of Renown’s communications reach out to residents in their service area, the CEO blog is more far-reaching, speaking directly to peers within the healthcare industry along with key government and political leaders in Nevada and across the country. The blog was officially launched yesterday.

This type of blog isn’t right for every health system CEO. It just happens to be right for Dr. Tony Slonim given his range of interests and his ongoing desire to positively influence the course of healthcare in America. For the last four years, he has chaired the American Journal of Managed Care’s ACO Coalition. He was also recently named the inaugural editor in chief of the Physician Leadership Library and Physician Knowledge Center, leading an editorial board of 20 international certified physician executives, deciding on relevant content and editorial design for a publication that reaches 16,000 physician executives worldwide on a quarterly basis. Dr. Slonim was also recently appointed to the American Hospital Association’s (AHA) Health Care Systems Council. In this role, he is a thought leader representing more than 250 integrated health systems in the U.S. and their concerns to the AHA Board.

That list of credentials, along with Dr. Slonim’s unique position as a physician executive with a Doctorate in Public Health, makes him as an ideal candidate for a CEO blog. He is interested in speaking out on the differences between health and healthcare, community health and population health, while exploring innovative models of healthcare delivery, accountable care, and groundbreaking community partnerships.

In addition to being a physician CEO, Dr. Slonim has significant life experience that informs his perspective on healthcare – he is a cancer survivor. In interviews and in his writing he talks about the importance of seeing those we treat as people, not patients. From his perspective, we need to treat the whole person – addressing their spiritual, mental and physical needs. This isn’t a radical perspective, but it is particularly compelling when it comes directly from the CEO of the health system and a national physician leader.

Again, a CEO blog isn’t right for every organization. It is hard enough to produce a successful blog without having to coax an unwilling participant or fit a square peg into a round hole. Once you’ve found a good match, the next step is to make the blogging experience as easy as possible. For Dr. Slonim’s blog, we did that by recording a series of video blog posts (vlog posts). In one extended session, Dr. Slonim was able to record as many as 15 vlog posts that can be used over time and will supplement his more traditional posts. This keeps the content fresh while limiting the demands on a busy healthcare executive.

I invite you to check out Dr. Slonim’s first vlog post using this link. As an aside, I will mention that Dr. Slonim was recently nominated for Modern Healthcare‘s list of Top 50 Most Influential Physician Executives and Leaders of 2017. He was one of 150 physician leaders nominated for this honor. I checked out the list of nominees and it is a who’s who of healthcare leaders. Dr. Slonim is definitely in good company.

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On April 7, I had the honor of delivering the opening keynote at the 2017 Western New England Healthcare Marketing Summit. Within a few days we will have videos of each of the presentations from the Summit available on the WNEHMS landing page. Until then, I thought I would share the video of my presentation in this forum. My topic was physician relations and digital physician marketing. The video below contains all 49 minutes of my talk with only a few minor edits. If you’re interested in the potential for using digital platforms to reach referring physicians, I hope you’ll carve out the time to watch this video. Enjoy!

 

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Here’s a short two-minute video where I speak to the importance of marketing patient safety within the healthcare organization. A dedicated marketing effort, both internal and external, would undoubtedly save lives and lower the costs of healthcare. Following my video, is a short film my company produced for Signature Healthcare that promotes a culture of safety within the organization. This video was purely for internal use. Enjoy!

 

 

Here’s Signature Healthcare’s patient safety video, produced for internal audiences. The measurable results from this campaign have been phenomenal.

 

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Lately, at the suggestion of one of my coworkers, I starting using Grammarly to proof my writing in real time. So you’ve never heard of Grammarly? It is an automated proofreader that checks for more than 250 types of spelling, grammar, and punctuation errors, enhances vocabulary usage, and suggests citations. You can copy and paste any English text into Grammarly’s online text editor, or install Grammarly’s free browser extension for Chrome, Safari, and Firefox. As I write blog posts in WordPress, Grammarly actively recommends edits and points out errors.

One of the things I’ve really grown to enjoy is the reporting I get from Grammarly each week. It tells me how many words were checked that week and even rates the quality of the vocabulary I use. Prior to this, I’ve never had context for rating my use of grammar and vocabulary. It is fascinating to suddenly have this kind of information. Anyway, for anyone who writes on a regular basis, I recommend checking out Grammarly.

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Last Friday, we held our second annual Western New England Healthcare Marketing Symposium. This was a one day conference in a region of New England that does not typically play host to this type of professional development event. Once again, the Symposium was a great success. It was wonderful to participate in a full day of learning and networking with peers from across New England. We had marketing professionals from as far away as Portland, Maine, drive to western Massachusetts to attend the event.

Another measure of success was the Twitter activity for this year’s Symposium (using the #HCMSymposium hashtag). As you can see from the analytics below (supplied by Symplur), this year’s Twitter activity more than doubled that of the prior year. I also have data below on the top influencers for the 2017 conference.

The influencer data below is for the 2017 Western New England Healthcare Marketing Symposium. The data was supplied by Symplur.

We published a Storify that curates most of the Tweets (in chronological order) from the event. Please feel free to check it out using this link. https://storify.com/dandunlop/2017-western-new-england-healthcare-marketing-symp. (Screen shot of the Storify appears below.)

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If you’re on Twitter tomorrow, my team and I, along with many others, will be Tweeting from the Western New England Healthcare Marketing Symposium in Northampton, Massachusetts. The hashtag for the event is #HCMSymposium; please follow along. If you’re in New England, please consider joining us. With our expanded space this year, the event has not yet sold out!

At 9:30am Eastern, I’ll be sharing my vision for how hospitals and health systems should integrate digital communication tools into physician relations programs. I’ll review case studies from Tufts Medical Center, Cooper University Health Care, and MD Anderson Cancer Center. Each of these organizations used a unique blend of tactics to engage referring physicians through the use of digital tools and platforms. Interestingly, the approaches varied significantly and there are things to learn from each example. As always, I’ll share the good, the bad and the ugly.

The speakers for the event are all top notch and I love the range of topics we’ll be covering – from physician relations to persona development to brand journalism to content marketing with video. If it is anything like last year’s Symposium, it will be a great day of learning for all of us. Here’s the speaker lineup:

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Earlier this week I presented to a large gathering of physicians about the role social media and digital communication tools can play in helping to promote their practices. One of the concerns they expressed had to do with negative online reviews from patients (Yelp, Healthgrades, Angie’s List) and reputation management for physicians. When the folks at InboundMD sent me the infographic below, I immediately thought of those physicians who are struggling with this new reality.

This is an interesting situation, as you’ll see in the infographic. Patients place a lot of stock in online reviews of physicians, while the physicians feel powerless to deal with the profileration of reviews. Sadly, many physician rating scores on sites like Yelp or Angie’s List are based on a very small number of reviews. They are based on a very small universe of patients. And I’m not sure that consumers viewing those ratings are scrutinizing the data.

One piece of advice I share with any physician who will listen is that the best counter to a negative review is a dozen positive reviews! Although most physicians I speak with are uncomfortable with this idea, I urge physicians and their staff to encourage satisfied patients to go online and leave reviews. In this way, they could get out in front of any negative reviews in a proactive manner. If I had my way, each practice would have a pre-printed sheet that instructs patients where to go to leave positive reviews. Many practices already do this (dental practices have been doing this for years) and it is a very smart strategy.

Enjoy the infographic!

Online Reputation Facts
Courtesy of: InboundMD

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