Passion, not Promotion, Built this Doctor's Blog Audience

Susan Lilly

During a webinar yesterday, I listened to Dr. Wendy Sue Swanson of “Seattle Mama Doc” fame – She’s a pediatrician mom who writes a widely followed blog for Seattle Children’s Hospital. Dr. Swanson didn’t start blogging to promote herself, but because she wanted to be a reasoned voice in an age of media hype trumping science. Her passion was evident while making the case for physician blogging. In fact, her passion is the key to her success as a blogger, which has the additional benefit of boosting the profile and mission of Seattle Children’s. The hospital gives her free reign on what to post, which gives her blog (and embedded You Tube videos) authenticity and personality.

To enhance a program or raise awareness, you need to go where your patients are. Today, they are online. Do you have a physician or nurse in a service line who has a passion to engage and help patients? Who has the time to commit to posting once a week?

Remember to be patient; blogs take some time to gain traction. But that’s ok as this gives the blogging doctor or nurse time to find her comfort zone in the blogosphere.

Take a look at Dr. Swanson’s blog for inspiration: http://seattlemamadoc.seattlechildrens.org/

Susan Lilly consumes vast amounts of health industry data so you don’t have to. She has worked in the healthcare field for 20 years - in both private and public sectors - and focuses on telling the stories that help health care clients grow and thrive.

Trying to Remember Your Child's Medical History Specifics? There's an App for That!

by Kari Foster - social marketer

East Tennessee Children’s Hospital has launched East TN Kids, a new app that allows you to save vital health information about your child in one, easy to find place: your iPhone, iPod touch, or iPad. This free app allows parents to save data on everything from insurance and emergency contact numbers to immunizations and surgeries. It also provides hospital directions, doctor contact info, and general medical information for easy reference.

The app can be password protected, and once the information is loaded, it can be shared with other devices via Bluetooth connection. It stands to reason that as more physicians begin to carry iPads, sharing all this data can be done even more quickly.

With today’s on-the-go families, it’s more important than ever to have easy access to your child’s medical history data, especially in an emergency. The East Tennessee Children’s Hospital website, http://www.etch.com/, includes a step-by-step tutorial to make set-up a snap. Even if you don’t live in the region, the East TN Kids app could be a useful tool, and perhaps you can let your child’s doctor know “There’s an app for that!”

Kari Foster helps healthcare organizations and providers create and manage social media marketing activities. Follow her on Twitter @kskipperfoster. 

Waving Goodbye to 2010

As 2010 comes to a close, it’s time to turn our attention to the future and focus on emerging trends, issues and opportunities facing healthcare marketers in the year ahead. But before we do, please indulge our brief stroll down Memory Lane to reflect on these 10 key posts from 2010.

The Gap Between Older Adults and Millennials is Shrinking When it Comes to Key On-line Activities

Ever hear a healthcare executive say “our patients are older and don’t use the Internet”? No doubt there are generational differences in on-line activities; however, the gap between how younger and older generations use the Internet is shrinking in a number key areas according to Pew Research Center’s Generations 2010.

Read more; download the report . . .

Five Things Healthcare Marketers Should Break Free From in 2011
by Priya Ramesh of CRT/tanaka

Last Monday, I had the opportunity to talk social media trends and what’s next with Chief Marketing Officers in the healthcare space at the Innovator’s Studio in Chicago. As part of the discussion, we were asked to break into two groups and identify a few traditional tactics that the CMO’s in the room would commit to get rid of in 2011. Let me just say the experience was very eye-opening. I strongly recommend this exercise with your team at the end of each fiscal year to sit as a group and identify where you can cut expenses and re-invest that money/resources into other more efficient ways of doing things. So here’s a list of five things that a group of highly experienced, smart healthcare marketing leaders decided to move away from in 2011 that might get YOU thinking:

Read more . . .

Putting Market Share in Perspective
a point of view from Chris Bevolo

For many hospital marketers and their CEOs, market share is the ultimate measure of marketing success. In the “2010 State of the Art” survey highlighted in the last issue of Healthcare Strategy Alert, respondents listed the top area of marketing focus as “increase market share.” When asked to rate “measures of success” however, respondents listed market share third, behind awareness/preference and patient volume, a drop from its first place position in 2005. But this actually may not be a bad thing.

Read more . . .

Customer Relationship Management - What are You Waiting For? (Parts One and Two)
by guest blogger Les Stern

Sophisticated customer relationship management systems for healthcare organizations have been around for almost 15 years. Yet only 15% or so of healthcare providers are using them.  Before we understand the benefits of CRM, let’s agree on what the three key components of a CRM program for healthcare organizations.

Read more (part one) . . . 
Read more (part two) . . .

Thinking Retail . . .

Once upon a time, I used to call my doctor’s office to make an appointment for the annual flu shot. It was always scheduled at a time more convenient for the office staff than for me (“We do shots between 10 am and 2 pm, but we’re closed from 12 to 1 for lunch.”) and even then, a 25 to 45 minute wait wasn’t unusual.

Read more . . .

Three Factors Motivate Performance - Money Isn't One of Them
Marketers have long known that price is rarely the true motivator for consumers; when it comes to motivating employees, the same principle holds

Last Fall, I heard author Dan Pink speak on the science of motivation at TEDxNASA and was delighted to run across a You Tube posting of the talk. From his study of the scientific literature on motivation, Dan outlines the myths and perils of extrinsic motivators (such as money), and describes the three key elements of truly effective motivation: autonomy, mastery, and purpose. A key finding from the MIT study described in this piece is that, while financial rewards tend to motivate people doing 'mechanical' tasks, it has the opposite effect on workers using 'cognitive' skills.

Read more . . .

What is Your Approach to Marketing Leadership? Parts 1 and 2

Part One:
Marketing departments emerged in health care organizations in the early 1980s when prospective payment methodologies made it evident that certain clinical programs were more profitable than others. Hospitals began to compete for patients for those services and procedures that produced better financial outcomes. Many of these early marketing programs were administered by existing public relations or community relations functions, and had a strong communications focus. Over the next two decades, marketing practices matured to include other aspects of the discipline such as research, sales and referral development, segmentation, product development and brand building.

Today, marketing management systems differ significantly across health care organizations. Some are expansive, core business functions with strong growth accountabilities aligned to strategic planning, business development, clinical operations and financial management initiatives. ROI expectations center on overall growth, profitability, brand equity and creation of sustainable competitive advantage.

Read more . . .

Part 2:
Marketing orientations differ across hospitals and health systems for a variety of reasons - culture, philosophy, strategy, even knowledge or understanding of the marketing discipline. One approach is not necessarily “right” where another is “wrong” – what is important to understand is that each path requires a specific configuration of core competencies, staff capabilities, processes and investments aligned to organizational vision, strategy and business objectives in order to produce results. Misalignment occurs when management wants to achieve significant improvements in strategic growth, for example, but has a production-oriented marketing operation. Which of the following best describes your organization's approach to marketing management?

Read more . . .

Patient Experience Starts with the Hiring Process

It’s 6:45 am on a Sunday morning and I’m sitting in an airport waiting on a Southwest Airlines flight to Chicago. The flight is running a little late, and bleary-eyed passengers bemoan the extra half hour of sleep they could have had. Meanwhile the Southwest gate agents, who look much too rested and energized for such an early hour, begin the lighthearted banter for which they are known. Pretty soon, the delayed passengers are laughing at their goofy repartee of corny jests and bad-rhythm rap. Once on board, the pilot apologized for the delay and joked that he’d just had a low-carb, high energy drink to help get us there in record time

Read more . . .

President Signs Health Care Reform Act; Now What?

This week, President Obama signed into law the most significant social legislation since the 1960s. The Patient Protection and Affordable Care Act (H.R. 3590) extends health insurance coverage to 32 million uninsured Americans ― at a cost of $940 billion over the next decade. The legislation ensures that by 2014, nearly all Americans will be required to be insured, and by 2016, the majority of the uninsured (30 million people) will be covered.To do this, the legislation expands Medicaid to cover families making as much as $88K a year. It also creates state-supervised exchanges to expand coverage access to individuals and small businesses. Other goals of the legislation are to improve affordability and accountability, crack down on waste, fraud and abuse, and ensure fiscal sustainability. What Didn’t Get Passed? 
Read more . . .

Marketers Must Lead Health Systems in Embracing New Media
By John Marzano, VP External Affairs, Orlando Health

Orlando Health took the better part of a year in developing a strategy to participate in the social/digital environment. In November 2009, with full support of organization leadership we launched our plan with both a Facebook (www.facebook.com/orlandohealth) and You Tube page (www.youtube.com/orlandohealth). To date, we have acquired more than 3,800 fans to our page and have over 4,000 views on You Tube for a special heart month video called 'move it' as well as other videos featuring tours of our facilities and physician expertise. Overall, we looked at some best practices (Mayo Clinic, University of Maryland Medical System) and took a measured approach while setting very realistic parameters, guidelines for use, and expectations as part of a new communications platform that addressed the mix of traditional and digital forms of communication to engage our target audiences. In addition, we seamlessly moved two FTEs into roles that support this strategy and help us stay current with the technology.

Read more . . .

Many, many thanks to our colleagues, readers, contributors and friends for your participation and support this past year.  Happy New Year to you – may 2011 bring you much joy and success.

Karen Corrigan

The Gap Between Older Adults and Millennials is Shrinking When it Comes to Key On-line Activities

Ever hear a healthcare executive say “our patients are older and don’t use the Internet”?  No doubt there are generational differences in on-line activities; however, the gap between how younger and older generations use the Internet is shrinking in a number key areas according to Pew Research Center’s Generations 2010. 

A few key take-aways:

• Millennials (those ages 18 – 33) are more likely to access the internet wirelessly with a laptop or mobile phone, and still surpass their elders online when it comes to use of social networking sites, instant messaging and online classifieds.
• Internet users in Gen X (ages 34-45) and older cohorts are more likely than Millennials to visit government websites and get financial information online.
• While the youngest generations are more likely to use social network sites, the fastest growth has come from internet users 74 and older: social network site usage for this oldest cohort has quadrupled since 2008, from 4% to 16%.
• The biggest online trend: certain key internet activities are becoming more uniformly popular across all age groups. These include email, search engine use, seeking health information, getting news, buying products and on-line banking, among others.

Additionally, searching for health information, an activity that was once the primary domain of older adults, is now the third most popular online activity for all internet users 18 and older.

As for those older adults that “don’t use the internet”?

• Nearly 80% of boomers are on-line
• Over half - 58% - of adults 65 – 73 are logging on
• And nearly 1 in 3 of people aged 74 and older are cyber-surfing

Click here to download a copy of the report.

Can iPad Improve Physician Sales and Referral Development Activities?

by Susan Lilly - consultant, researcher, and a bit of a contrarian

Those genius marketers at Apple have channeled the enthusiasm behind their consumer products into a business application -- this time, in health care.  According to the Wall Street Journal, physicians love their iPads, while medical device and pharma companies are using them as sales tools.  These medical companies are buying iPads by the thousands and giving them to their sales and marketing teams. Why? Physicians prefer iPads' portability, and sales reps can quickly and engagingly present their products.  No more shuffling through papers, or waiting to boot up the laptop. 

Which makes me wonder:  are health system sales and referral development professionals embracing iPad as a new sales aid?  How could the iPad enhance your sales encounters with physicians?

Click here to read more here (subscription may be required).

Susan Lilly consumes vast amounts of health industry data so you don’t have to.  She has worked in the field for 20 years, in both the private and public sectors - and focuses on telling the story inspired by research findings to help health care clients grow and thrive. 

Patients Share Intimate Joys and Sorrows on Facebook

by Allison Sherwat - marketing consultant, social media advocate, and mom

The nay-sayers may argue that the proliferation of social media communication has distanced us from making true connections with others. However, this intimate story in today’s Washington Post demonstrates that nothing can be further from the truth. In fact, Facebook can enable patients, providers, family and friends to connect with each other even during the most vulnerable of times. If patients are relying on this medium to connect, wouldn’t it be wise for caregivers to show up as well?

Click here to read the story:  http://wapo.st/f6jOMr.  But grab the kleenex first.

AHA Fellowship Aims to Prepare Health System Executives to Lead Under Reform

The American Hospital Association is seeking applications from C-suite executives and senior vice presidents or vice presidents from the disciplines of strategy, physician relations/medical leadership, finance, or operations for the AHA Health Care System Reform Fellowship. The fellowship is a six-month, highly interactive learning experience designed to give healthcare leaders the tools and skills necessary to design, lead, and manage emerging care delivery and payment models, such as medical homes, bundled payment arrangements, and accountable care organizations. Visit www.hpoe.org/fellowships/health-care-system-reform-fellowship/index.shtml to learn more and download an application form.

26 Tips for Pumping Up Your Facebook Page

http://www.socialmediaexaminer.com/

New Facebook pages for hospitals, physicians and other healthcare businesses are popping up like crazy.  Whether you're just getting started or are actively growing your Facebook community, having a strategy and content plan are critical aspects of success. Social Media Examiner offers 26 great tips for marketers, social media managers, business owners and others charged with building a social presence using Facebook.

A key take-away is that content strategy is, well, key.  Everything from company news to facts and statistics to contests to events schedules and helpful hints can keep you busy posting; but making sure the information is relevant to your community, having a little fun, asking your audience for advice and other conversational methods will keep your fan base engaged.

Be sure to share this link with any of your staff and colleagues that are building, managing, posting and conversing on your Facebook page:  26 Tips for Enhancing Your Facebook Fan Page - and let me know if you see a jump in traffic and deeper engagement.

What other strategies have you found to be successful in building and engaging fans?

Guest blogger Brian Walker of SRK Discusses the "Strategic Halo" of Integrated Service Line Strategies

Brian Walker

“Strategic Halo” What is it? Why Should You Care? Part 1 of 3

By Brian Walker, Senior VP, SRK

You may have seen the “Strategic Halo” featured in a recent HealthLeaders post as an innovative strategy of breaking down existing product line silos and truly understanding the interdependence of your products and services, physician impact and patients ongoing pattern of care. “Halo” implications have a broad strategic value from marketing and planning to finance and physician staffing as well as customer satisfaction and loyalty. Now it seems to also be emerging as one possible strategy on the road to an ACO.

Historically, too many healthcare organizations have looked at their product lines as stand alone entities: “Our CV business is worth $X million and we see X# of patients each year with a primary clinical focus on Y” What the “Strategic Halo” (created by SRK) suggests is to look more broadly to better understand the upstream (where your existing patients are coming from within your organization) and downstream (where your patients go) journeys and the total feeder impact across product lines.

Looking beyond the simple transaction or vertical experience is something other industries have done successfully, however healthcare has been slower to adapt. “Halo” thinking can now arm your organization with similar data insight to make informed business decisions. By following your patients over time you best understand their behavior, financial value, experience and overall continuum of care.

From a CMO perspective, this approach has been extremely valuable in helping improve segmentation and targeting, focusing cross-sell and loyalty tactics, better measuring marketing activity and ultimately driving more revenue.

Interested in learning more?

On Tuesday, Dec. 7, SRK will host an educational webcast on: "Product Line Integration" focusing on the  marketing and ACO implications of the "Strategic Halo."  I'll be joined by Karen Corrigan on the session.  Registration is free; but space is limited.  You can click here to register.

In the coming weeks, I'll post more on the topic.

• Part 2 of the “Strategic Halo” will showcase actual hospital data and how this strategy is helping executives make more informed business decisions for their healthcare organization.
• Part 3 of the “Strategic Halo” will discuss both the short-term and long-term implications of this strategy

Brian Walker is a senior vice president with SRK, a national healthcare marketing and strategy company based in Chicago, Illinois.  Brain can be reach at 312.335.2788 or bwalker@srksolutions.com.  Follow him on Twitter @catalyst4growth.

HHS Introduces Healthy People 2020

Yesterday, HHS released Healthy People 2020, an ambitious10-year agenda for improving the nation’s health. Healthy People 2020 is the result of a multiyear process that reflects input from a diverse group of individuals and organizations. Healthy People provides science-based, 10-year national objectives for improving the health of all Americans.

The initiative's overarching goals are to:

• Attain high-quality, longer lives free of preventable disease, disability, injury, and premature death.
• Achieve health equity, eliminate disparities, and improve the health of all groups.
• Create social and physical environments that promote good health for all.
• Promote quality of life, healthy development, and healthy behaviors across all life stages.

Click here to download a copy of the Healthy People 2020 brochure.  You can also learn more and download additional resources at www.healthypeople.gov.

Holiday Mishaps are Focus of this Humorous Hospital TV Spot

Does healthcare advertising always have to be so darn serious?  Lexington Medical Center's Christmas season advertising employs a humorous twist to show they're at-the-ready for real life Clark Griswolds.

Increase Your Healthcare Marketing Know-How with These Resources

There's something about Fall that always puts me in a learning state-of-mind.  And, for healthcare strategy and marketing executives, it's a season rich with opportunities to advance knowledge, track trends, learn a few new tricks and network with colleagues.  Just a few weeks ago, more than a thousand marketers, strategists and other healthcare professionals met up at the annual SHSMD conference in Chicago.  Craving more?  Here's a line-up of a few additional upcoming conferences, webinars and events.

• Hospitals & Physician Relations:  An Executive Summit.  October 25-27, 2010 at the JW Marriott Resort and Spa in Scottsdale, Arizona. Jointly ponsored by the Forum for Healthcare Strategists and the Postgraduate Institute of Medicine. (http://www.healthcarestrategy.com/)
• Marketing Neurosciences: Service Line Strategies for Marketers.  HealthLeaders Media webcast scheduled live for 1 pm eastern on October 25, 2010. I'll be joining Dana Allen of Norton Healthcare and Tom Comes of Borgess Health for this session. (http://www.healthleadersmedia.com/)  
• ROI:  Tie Value of Physician Relations to Organizational Goals.  Online course from SHSMD U available November 1 - 12, 2010. Facilitators: Karen Schafer of Covenant HealthCare, and Laurie Slater an Jill Stratton of Corporate Health Group. (http://www.shsmd.org/)
• 14th Annual Healthcare Internet Conference.  November 15-17, 2010 at Caesar's Palace in Las Vegas, Nevada. Sponsored by Greystone.Net and Staywell Custom Communications. (http://www.healthcarestrategy.com/)

Looking forward to seeing you out there!

Putting Market Share in Perspective

Chris Bevolo

A Point of View from Chris Bevolo
For many hospital marketers and their CEOs, market share is the ultimate measure of marketing success. In the “2010 State of the Art” survey highlighted in the last issue of Healthcare Strategy Alert, respondents listed the top area of marketing focus as “increase market share.” When asked to rate “measures of success” however, respondents listed market share third, behind awareness/preference and patient volume, a drop from its first place position in 2005. But this actually may not be a bad thing.

While market share is a critical metric, it’s what I call a relative metric, meaning its value is based on how it compares to other organizations. A competitive comparison is, of course, always treasured by leadership, but it should not be considered the ultimate measure of success. For example, increased market share in volumes for a specific service line doesn’t necessarily ensure increased revenue or margin. To measure these important financial data, using Return On Investment (ROI) would be a better choice.

There also are many variables that lie outside of marketing that can move your share up or down. The capacity of your physicians or facilities, and competitor moves are two of the biggest. The best approach is to identify as many variables as you can, work hard to control for their impact, and be transparent about how much marketing really drives any shift in market share.

Market share should be one of your top metrics, and will likely always be a hot point for leadership. But to demonstrate the true value of your marketing efforts, it’s best to employ a multifaceted approach to measuring success and keep market share in the proper perspective. 

Chris Bevolo is a recognized thought-leader in healthcare marketing and branding. He is a fervent blogger and frequent keynoter on the topics of marketing, branding, innovation, the patient experience, and consumer trends. He is also is the author of two books, “A Marketer’s Guide to Measuring Results” and “A Marketer’s Guide to Brand Strategy.”  Chris is owner, founder and lead strategist of the Minneapolis-based healthcare marketing agency, Interval.

How does Your Physician Sales and Services Program Compare? New Benchmarking Study to Assess Trends and Practices.

Physicians still direct the vast majority of inpatient healthcare in the marketplace - as many as 80% of patients enter the doors of hospitals and facilities at the direction of physicians. The movement toward a consumer-driven market notwithstanding, many hospitals, health systems and large specialty practices have turned to physician sales or referral development programs to grow their business. Unfortunately, motivating physicians to change referral patterns is a daunting task under the best of circumstances and the lack of industry “best practices” complicates the situation even further.

In September 2010 Corporate Health Group (CHG) launched their third benchmarking study of Physician Sales and Service. The National survey will obtain new trends and craft comparisons and a gap analysis of data captured 2005, 2008 and now 2010. The survey (a mix of open and closed ended questions) is available online and respondents will get a free Executive Summary. (and who turns down 'free' these days?)

The results will provide detailed management and benchmarking data for physician sales managers and healthcare executives to benefit their programs for future success. Key insights will include:

• How are others in your shoes attaining ROI successes?
• What new best practice is growing net new referrals?
• What are emerging trends in physician relations?
• How does your program compare to national leaders in physician relations?

You can participate in the study (and get a free copy of the Executive Summary) by clicking on this link: Take the Survey.

Additionally, if you work for a large system or association, CHG can set up a unique organization code so that you receive a report showing overall trended data (2005, 2008 and 2010) compared to your organization. Get the code prior to taking the survey by contacting Laurie Slater at Corporate Health Group (lslater@corporatehealthgroup.com).

Part 2: Customer Relationship Management - Getting Started

A Point of View from Guest Blogger Les Stern.

So last time I asked you: “What are you waiting for?” in terms of starting a Customer Relationship Management (CRM) program for your organization. And I’m thinking, maybe you just don’t know how to get started.

Getting started means answering three questions.

1. Who in our organization should be involved?

First, you need to sell the concept to everybody. CRM is an enterprise-wide initiative that needs buy in from the highest levels (see last post on the benefits of CRM).  The team that actually selects the CRM vendor should include the following:

• Marketing (to spearhead the process)
• IT (to deal with the data)
• Finance (to ensure all assumptions on ROI, etc. are correct)
• Physician relations (if marketing to physicians is a key strategy)

2. Who should we contact?

Stay away from generic CRM companies that have a technology solution that they claim they can “adapt” to healthcare. Instead, look at CRM providers that offer:

• A database specifically designed for healthcare
• Built in segmentation or modeling that can quickly target the right people for specific campaigns (the ideal target is likely to need the service and be profitable)
• Reports that can easily answer all your questions, from targeting to tracking ROI
• Staff that are healthcare CRM experts
• An easy to use tool, if you do not want the CRM provider to do everything (both options are available)

3. How do we make our decision?

There are several excellent providers, but no one provider is the best choice for everybody. Here are the key steps:

• Initial presentations at your location, focusing on how their solutions can meet your needs. At the initial meeting, if you are planning on using their tool, you may ask for a demonstration. (Note: the companies may ask for a call prior to this meeting so they can get an overview of your organization, your needs, etc.)
• Compile all features and put together a matrix of all features, including pricing, so you can easily make comparisons.
• Check references. Do this early on, so any red flags can be raised early in the process.
• Visit the finalists. Make sure you meet the person who will be your account manager. And go through a case study from beginning to end.
• Make your decision. You will have a lot of information to make your decision. Trust your instincts.

Good luck. Let us know how you do.

Les Stern is president of L. Stern & Associates. He can be reached at info@lsternmktg.com.

Staying Ahead of the Curve at the 14th Annual Healthcare Internet Conference

The upcoming 14th Annual Healthcare Internet Conference (November 15 - 17, 2010; Las Vegas, NV) offers a great opportunity for chief marketing officers to learn how market leaders are using the Internet, social media strategies, networked technologies, mobile media and other technologies, strategies, and solutions to connect, grow and enhance competitive performance. This is must learning for marketing executives looking to stay ahead of the curve of ever-accelerating advances and applications of new media technologies.

Conference features include:

• Six general sessions to inspire and broaden your thinking about the impact of new technologies.
• 29 case studies from health systems recognized as leaders in the areas of technology and Web strategy.
• The Eleventh Annual eHealthcare Leadership Awards Presentation, an informative session highlighting the current landscape of healthcare Internet development.
• Dedicated time in the Exhibit Hall, allowing you to interact with leading consultants and vendors whose emphasis is on "Where eHealthcare and Customer Focused Marketing Meet."
• Networking opportunities that connect you with your peers.

And good news for your budget - you still have a few days (until Friday, September 17) to take advantage of the early registration rate (save $100).  Caesar's Palace has also announced new discounts on the room rates, now starting at $120 per night for the Roman Tower.

You can download the full conference brochure and register at the Healthcare Strategy Institute website.

On a personal note - can it really be 14 years since this conference first launched?  Kudos to Greystone.Net and the Forum for Healthcare Strategists for recognizing the importance of this space early on and, along with its sponsors, advancing the industry's knowledge and application of web and technology-enabled strategies and practices.

See you in Vegas.

Thinking Retail . . .

Once upon a time, I used to call my doctor’s office to make an appointment for the annual flu shot. It was always scheduled at a time more convenient for the office staff than for me (“We do shots between 10 am and 2 pm, but we’re closed from 12 to 1 for lunch.”) and even then, a 25 to 45 minute wait wasn’t unusual.

Personally, I can’t remember the last time I had a flu shot at a doctor’s office. Last year, it was done while traveling between the B & C concourses at the Charlotte Airport in North Carolina – 5 minutes, $35 and a record of the event sent to my email before I boarded the plane. My husband and I had H1N1 injections administered by a pharmacist at RiteAid on a Sunday afternoon. No appointment, no waiting.

If you haven’t yet noticed, retailers such as CVS and Walgreens are already heavy into flu shot promotion season. Here are a few lessons from the retailing of these preventive injections:

• Price is front and center – you know what you’re going to pay before you walk in the door; price points seem to be hovering in the $30 range
• Convenience is all about the consumer – CVS’s “Flu Shots Your Way” promotes your ability to “click, call or come by”
• Loss leaders drive traffic – one retail pharmacy is giving the flu shot free when you spend $30 on a core set of brand products; could there be some co-marketing spend here as well?
• Keep the paperwork minimal – at the airport kiosk, I checked ‘yes’ or ‘no’ to 5 questions and signed permission to administer
• Customer service, customer service, customer service – no additional explanation needed

All of this customer experience design is there for a $30 flu shot; what might happen if we put the same effort into a $30,000 inpatient procedure?

Saying Goodbye to a Colleague and Friend

A. Thomas Tebbens, Jr.

When fellow marketer Candace Quinn, left me an urgent message to call her, I had that intuitive feeling that it wasn't going to be good news. And was shocked to learn from her that longtime colleague and friend, Thomas Tebbens had died just that morning.  Tom was vice president of marketing and communications at Albert Einstein Healthcare Network in Philadelphia. He'd been there just two short years, but was orchestrating major change initiatives when he passed away.  Prior to his work at Einstein, Tom was the chief marketing executive at Montefiore Medical Center in the Bronx borough of New York City, and had a long, successful career in the advertising field.  His obituary in the Philly Inquirer referred to Tom as a adman - I think he would've liked that.

Besides his professional contributions, which were many, Tom also was active in the community and in the arts, and treasured his family above all. 

How hard it is to say goodbye. 

 

Three Factors Motivate Performance - Money Isn't One of Them

Marketers have Long Known that Price is Rarely the True Motivator for Consumers; When it Comes to Motivating Employees, the Same Principle Holds

Last Fall, I heard author Dan Pink speak on the science of motivation at TEDxNASA and was delighted to run across a You Tube posting of the talk. From his study of the scientific literature on motivation, Dan outlines the myths and perils of extrinsic motivators (such as money), and describes the three key elements of truly effective motivation: autonomy, mastery, and purpose. A key finding from the MIT study described in this piece is that, while financial rewards tend to motivate people doing 'mechanical' tasks, it has the opposite effect on workers using 'cognitive' skills.

I wonder about the implications of these findings on the healthcare industry's quest to achieve clinical, financial and market performance improvements. What are our myths? That tinkering with reimbursement models will make healthcare organizations set up and take notice? That performance bonuses will transform providers into a newly energized pep squad? Maybe. But history and science suggest 'maybe not' - especially if other core elements of motivation are lacking.

And I also wonder if organizations could get to the same end faster and with a more engaged, motivated team waiting at the finish line, if as much time was spent on powering up people and leadership skills, as is devoted to endless operational restructurings, process redesigns and rounds of right-sizings. That will require a new mindset about about people as strategy-critical assets, and a much greater understanding of what drives and sustains motivation for the nurses, physicians and thousands of others that are healthcare's front line. 

As Dan puts it - people are not as endlessly manipulable and predictable as you might think.

The Downside of Experience is That it Limits Vision . . .

Seth Godin's blog post "Senior Management" got me thinking about the magnitude of change required to truly bring about transformation of today's healthcare systems and the leadership 'will, ideas and means' to make that happen. How can entrenched 'old timers' make room for and embrace the new, breakthrough ideas of younger colleagues?

From his post:

Worth quoting--one of Arthur C. Clarke's lesser known three laws: "When a distinguished but elderly scientist states that something is possible, he is almost certainly right. When he states that something is impossible, he is probably wrong."

The paradox is that by the time you get to be senior, the decisions that matter the most are the ones that would be best made made by people who are junior...

Click here to read more.