Posts Tagged ‘Marketing Patient Safety’

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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Here’s a quick video I recorded addressing the need for healthcare marketers to be engaged in patient safety conversations and solutions. Enjoy!


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I’ve been invited by the Nebraska Hospital Association (NHA) to develop a webinar series for healthcare marketers. Over the next four months I’ll host five webinars on a variety of topics. On three of the webinars I will have co-presenters from medical centers I currently work with. I’ve been working on developing the series for a month or so and thought I’d give readers a sneak preview of the topics I’ll be covering. It should be fun and informative.

Contemporary Issues In Healthcare Marketing – Webinar Series

This webinar series has been developed to address several of the leading trends facing health care marketers today. From patient safety to sustainability to consumer engagement and social media, these are some of the prevailing forces that are changing the way we look at marketing, both inside and outside of health care. Each webinar has been developed to deliver a wealth of practical information that participants can begin acting upon immediately. Above all, this series is about real world marketing for professionals in the marketing trenches.


April 21– Consumer Engagement: Marketing Niche Services & Partnerships (1:30 p.m. – 3:00 p.m.)  CT
April 27 – Demystifying Social Media in Health Care (10:00 a.m. – 11:30 a.m.) CT
May 12 – Green Marketing & the Health Hospital Movement  (1:30 p.m. – 3:00 p.m.) CT)
May 25 – Marketing Patient Safety & Hand Hygiene (1:30 p.m. – 3:00 p.m.) CT
June 8 – Marketing Your Marketing and PR Effort (10:00 a.m. – 11:30 a.m.) CT

April 21 – Consumer Engagement: Niche Marketing Campaigns

Presented by: Dan Dunlop, Jennings, President & CEO

Stephanie Guidetti, RN, MetroWest Medical Center Director of Marketing

Abstract:  Tufts Medical Center in Boston has partnered with area community hospitals to develop suburban pediatric specialty centers. MetroWest Medical Center is the latest in those pediatric partners. The relationships extend beyond the specialty centers, with Tufts specialists staffing inpatient units, helping the community hospitals to develop regional centers for pediatrics. Learn how MetroWest and Tufts have successfully and collaboratively marketed their partnership. These highly integrated niche campaigns have included elements of consumer, internal and physician marketing. One challenge we’ll discuss was pulling together two separate marketing teams (and brands) in a collaborative effort to develop a winning marketing program without muddying the individual hospital brands.  The real key to success has been the use of an echo branding strategy, where we market to consumers’ values, to engage the target audiences.

Learning Objectives:

  • Learn about the role of echo branding in niche marketing campaigns; base marketing on an understanding of the consumer’s life, emotional drivers, and aspirations.
  • Examine the advantages, and risks, in echo branding in the launch of a new suburban pediatric specialty center.
  • Learn how to make the most of your marketing dollars by developing a highly integrated strategy that allows all components to work together.
  • Learn how to integrate physician, consumer and internal marketing to reinforce a single marketing initiative.

April 27 – Demystifying Social Media in Health Care

Presented by: Dan Dunlop, Jennings, President & CEO

Abstract: This presentation develops the rationale for why hospitals and medical centers should be involved in social media, giving you all the information you need to get started. We’ll cover Facebook, Twitter, Ning, WordPress, Blogger, YouTube, ICYou video and more. Importantly, we will demonstrate how to repurpose content and share it between social media platforms, saving the marketer valuable time. The presentation also provides a strategic pathway to follow as you lead your institution into the world of engagement marketing by way of social media.  Additionally, this presentation will answer two important questions:  What steps should you take to bring along the administrators in your hospital? And what considerations should go into your social media marketing plan?

Learning Objectives:

  • Learn a strategically grounded approach to social media marketing.
  • Learn why social media is a must for healthcare organizations, and how to sell it through to your executive team.
  • Learn how to develop a social media marketing plan.
  • Learn how to repurpose content and share it across social media platforms.
  • Learn about dozens of time-saving tools for implementing, tracking and measuring your social media program.

May 12 – Green Marketing & The Healthy Hospital Movement in Health Care

Presented by: Dan Dunlop, Jennings, President & CEO

Mark Shelley, Lexington Medical Center, Director of Marketing and Advertising

Abstract: Today, leading-edge health care organizations are striving to create environments that are more conducive to healing, while also working to eliminate barriers to patient safety and environmental risks. Elements of this healthy hospital movement include healthy food programs, employee wellness initiatives, sustainability and conservation programs, and patient safety campaigns, to name a few. Examine strategies for taking the lead in the Healthy Hospital Movement, and understand the connection between patient safety, workplace safety, and environmental stewardship. Recognize the ‘green’ movement in healthcare (healthy hospitals) as a patient safety and employee health initiative, and leverage that within your marketing. Learn how to leverage the broad base of support both within the organization and within your market. We’ll discuss best practices in marketing sustainable efforts within your hospital.

Learning Objectives:

  • Learn how to package your green and sustainable practices as healthy hospital initiatives and communicate them successfully to various constituents (employees, media, stakeholders).
  • Learn to put your money where your mouth is when it comes to marketing patient safety; living the brand every day.
  • How to leverage healthy hospital or green practices to the benefit of your hospital.
  • How to effectively market ‘healthy hospital practices’ internally and externally.

May 25 – Marketing Patient Safety & Hand Hygiene: Cutting Through the Clutter

Presented by: Dan Dunlop, Jennings, President & CEO

David Fairchild, MD, MPH, Tufts Medical Center, Chief Medical Officer

Abstract: Approximately 90,000 people die each year of hospital-acquired infections. The majority of these deaths are preventable. Proper hand hygiene (hand washing or using a alcohol-based rub) saves lives in a very real way. Dan Dunlop and Dr. David Fairchild review the Tufts Patient Safety Campaign, an extraordinary example of marketing effectively within the walls of a very busy hospital – and breaking through the clutter! We’ll share measurable improvements in hand hygiene compliance.

Learning Objectives:

  • What it takes in terms of tonality and graphic style to break through the clutter in a busy healthcare environment?
  • How to build consensus within the organization to support a comprehensive patient safety program.
  • Necessary components of a holistic patient safety program (vendor participation, leadership’s role, launch details, supporting communication, logistics).
  • Lessons we learned and mistakes we made while putting this patient safety program together, including what we’d do differently next time.
  • Keys to success and measuring effectiveness

June 8 – Marketing Your Marketing and PR Effort

Presented by: Dan Dunlop, Jennings, President & CEO

Abstract: You’ve created and launched the campaign. But there’s more you can do to leverage the campaign for your organization and department. We recommend leveraging your campaign by presenting it at conferences, having it reviewed by healthcare publications, entering it in awards competitions, and launching it internally. The benefits include an informed internal audience, adding value to the function of the marketing communications department, and building stature for your organization with industry peers.

Learning Objectives:

  • How to get published and/or have your campaign reviewed in the healthcare marketing publications (we will provide real world examples)
  • What awards competitions should you enter and how to leverage an award winning campaign with internal constituents
  • What to do when you get published and how to leverage publicity within your institution
  • How to effectively launch a campaign internally

Bios of Presenters

Dan Dunlop is President and CEO of Jennings, a North Carolina-based healthcare branding and advertising agency. He is a marketer, author, blogger and frequent speaker at national and regional conferences, having served on the faculty of numerous conferences including SHSMD, CBM, AAMC, NESHCo and CHPRMS. Dan has contributed articles to several industry publications including Healthcare Marketing Report, Marketing Health Services, Healthcare Marketing Advisor, Healthcare Advertising Review and The Alternative Health Journal. His experience as a brand strategist includes work with numerous hospitals and health systems including Tufts Medical Center, UNC Health Care, MetroWest Medical Center, Rex Healthcare, Lexington Medical Center, Cooper University Hospital and University Health Systems of Eastern Carolina. Dan serves on HealthLeaders’ national advisory board for Healthcare Marketing Advisor. He holds a masters degree from Appalachian State University.

Mark Shelley

Mark Shelley is the director of marketing and advertising at Lexington Medical Center in West Columbia, South Carolina. Mark has more than 20 years experience in the field of advertising and public relations. For much of his career, he was President of Hofmann-Shelley, an advertising agency based in South Carolina. He has won local, regional and national awards as a writer, director, producer and director of broadcast television commercials, political campaigns and corporate multimedia presentations. Mark’s work for Lexington Medical Center has been recognized with numerous Aster Awards, Healthcare Advertising Awards (Healthcare Marketing Report), and Videographer Awards. While under his leadership, Lexington Medical Center’s advertising campaigns have been featured in leading industry publications such as Healthcare Advertising Review, Healthcare Marketing Advisor and Marketing Healthcare Today. Mark is regularly a featured speaker at national and regional healthcare marketing conferences including the 2009 National Forum on Customer Based Marketing Strategies, the 2009 Fall Symposium of the New England Society for Healthcare Communications, and the 2010 National Forum on Customer Based Marketing Strategies. He has also contributed articles to Healthcare Marketing Advisor and the Alternative Health Journal. When he’s not working on healthcare marketing, Mark is the president of The Special Minds Foundation and Special Minds Productions where he is committed to developing visual-based technology tools that address everyday issues faced by families living with a diagnosis of an autistic spectrum disorder.

David Fairchild, MD, MPH

David Fairchild, MD, MPH, is the Chief Medical Officer at Tufts Medical Center in Boston. Dr. Fairchild attended Pennsylvania State University Medical School, and did his residency in Internal Medicine at Yale-New Haven Hospital, where he became Chief Resident in Medicine. From his chief residency he went directly into the Indian Health Service on a Navajo reservation.  He served as Medical Officer and then Chief of Medical Staff at Chinle Indian Health Service Hospital in Chinle, Arizona. He later accepted a research-focused general medicine fellowship at Brigham and Women’s Hospital/Harvard Medical School. He went on to become Medical Director of Brigham and Women’s Physician Hospital Organization, and the Associate Chief for Primary Care in the Division of General Medicine at Brigham and Women’s Hospital. Dr. Fairchild has an MPH from the Harvard School of Public Health.

Stephanie Guidetti, RN

Stephanie Guidetti, RN, is the Director of Marketing at MetroWest Medical Center, a two hospital health system 45 minutes outside of Boston.  She is a registered nurse, with almost 30 years of maternal-child health experience.  She also has owned two businesses, taught high school, managed an internationally known museum in Concord, Massachusetts, and has experience as an associate creative director for a direct response advertising agency. Stephanie has been in hospital marketing for more than 5 years as a director, and her multi-generational approach to marketing and communications has garnered international attention.  She also serves as the Patient Experience Champion at MetroWest Medical Center, overseeing employee and physician engagement and patient satisfaction with their hospital experience.

Post by Dan Dunlop, The Healthcare Marketer

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Failrchild1Okay, I know that for many outside of healthcare CMO may stand for chief marketing officer, but at the 2009 SHSMD conference today, CMO stood for chief medical officer. Specifically, Dr. David Fairchild, Chief Medical Officer of Tufts Medical Center (Boston). It is not often that we have physicians, not to mention high ranking physicians, speak at our marketing conferences; so this was a special occasion.

Today, Dr. Fairchild and I gave a presentation on marketing patient safety and hand hygiene within the hospital. We shared a case study from Tufts Medical Center. My company partnered with Tufts to develop a powerful patient safety campaign that dramatically impacted hand hygiene compliance and reduced infection rates. Based on the give and take with the audience, I would say that Dr. Fairchild was a big hit. It was wonderful to hear a physician’s perspective on patient safety – and on the nuances involved with marketing patient safety.  Whey you’re dealing with something like hand hygiene compliance, you are working to change years of bad habits along with changing the entire culture of an institution. And you need to be able to do this without alienating the healthcare professionals (doctors and nurses in particular) whom you are trying to reach. it is tricky business.  But when you do it right, check out what the results look like.

Below is a graph that shows how Tufts Medical Center improved hand hygiene compliance while simultaneously bringing down the MRSA infection rate. This is impressive data. If you’re interest in hearing more about the campaign, just let me know.


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hmajanuary09cover2I’ve been on the patient safety kick for the last year or so – speaking at conferences and writing articles whenever I get the opportunity (or free time). This month (January ’09) the folks at Healthcare Marketing Advisor published an article that features two successful hand hygiene campaigns. The article, written by Kandace Doyle, is titled “Campaigns that Aren’t Washed Up.” One of the campaigns highlighted is the patient safety program my firm produced for Tufts Medical Center. It’s great to see the campaign get the attention it deserves, given its impact on hand hygiene compliance at Tufts.

Talk About Results!

In January 2008, Tufts Medical Center was facing the reality of a hand hygiene compliance rate of 71%. The obvious risks to patient safety, along with an impending visit by the Joint Commission, led Tufts to launch a comprehensive hand hygiene program in March 2008. This was not the first time that Tufts Medical Center had traveled this path, there had been previous handwashing campaigns, but this time it was with a new level of commitment and creativity. And the effort paid off.  By the end of the campaign’s first month within the medical center, Tufts’ compliance had increased to 90%. By August 2008, the compliance rate had improved to 99% with 7 units scoring a perfect 100%. During the Joint Commission’s intensive 5-day visit to Tufts in September, they did not find a single hand hygiene violation.

Why is this important? Well, by most accounts, approximately more than 1.7 million patients will develop a hospital-acquired infection this year. An estimated 90,000 patients will die of infection they acquire while hospitalized. Beyond the cost in human life, the average patient infection costs the hospital somewhere between $25,000 and $100,000 (estimates vary greatly). In the November/December 2006 issue of the American Journal of Medical Quality, it was estimated that the elimination of a single bloodstream infection case would pay for nearly a year’s worth of measures to stop infections within a hospital.

Brooke Tyson Hynes (Tufts Medical Center) and I also contributed an article this month to a publication of the New England Society for Healthcare Communications (NESHCo).  The piece is titled, “Best Practices in Hand Hygiene Compliance.” Based on our experience with the Tufts campaign, we were able to compile a list of many of the best practices in the industry related to successfully executing a patient safety or hand hygiene campaign.

Post by Dan Dunlop, The Healthcare Marketer

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