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Latest Healthcare Trends from HIMSS 2016

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Earlier this month a few PadillaCRT colleagues had the privilege to attend HIMSS 2016 in Las Vegas. The annual conference brought together over 40,000 healthcare IT professionals, clinicians, executives and vendors from around the world. With more than 1,300 vendors and organizations represented, the four-day conference highlighted the latest tools, innovations and trends in healthcare technology.

Each year HIMSS continues to impress attendees, and showcase the latest happenings in the worlds of healthcare and technology. Included below are a few topics that received lots of coverage and attention from media and attendees.

HIMSS16_Logo_Lockup_PRINTHealthcare IT: As expected, a big focus of the conference was the new advancements in healthcare IT. In particular, vendors used the conference to launch new software and devices to improve care for patients. Whether it’s tablets for remote patient monitoring or digital signage for hospital or clinic communication, organizations are continuing to spend more time and energy on developing tools to help patients, caregivers and staff ensure the best quality of care.

One particular new technology that was showcased at HIMSS was Children’s Health of Dallas’ virtual health platform. In order to ensure younger patients and their caregivers receive…

Healthcare

After HIMSS – Three PR Tips to Stay Top of Mind with Media after the Show

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So you exhibited at the HIMSS Annual Conference this year – great! How many of the 40,000 attendees do you think heard your message?

As I walked the floor this year in Vegas, the HIMSS traffic was pretty good. Exhibitors and attendees were tweeting and companies were handing out all types of booth trinkets. And I’m sure lots of companies were meeting with media to tell their story and (try to) gain some media coverage to promote their brand, products or opinions.

But once a reporter leaves your booth – how many of them do you think actually remember your story?

Here are three quick ways to stay top of mind with media after the show closes.

Credit HIMSS

Tip 1: Keep pushing your story.
Whether you made a news announcement at HIMSS or not, media will be using information they gathered during and after the show for upcoming articles. If you want to be part of the conversation, follow up with media who attended the show and remind them of your expertise. Promote the industry trends you can address – not your products or features. When I manage media briefings for my clients at…

Crisis Management

Healthcare Data Breaches – The New Normal?

Komando
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For healthcare organizations, cyber breaches are less a question of “if” than “when.” Why? Personal medical information is worth 10 times more than a credit card number on the black market. What’s for sale? Names, birth dates, policy numbers, diagnosis codes and billing information. Your health credentials can go for about $10 each and may be used to create false insurance claims or fake IDs to buy medical equipment or drugs for resale. Unlike credit cards, which tend to be cancelled quickly after fraud is detected, it may take years to realize that your health information is being used fraudulently.

Ponemon Institute2015 witnessed four of the five largest healthcare data breaches in history – Anthem (78.8 million individuals), Premera Blue Cross (11 million), Excellus Health Plan (10 million) and the University of California at Los Angeles (4.5 million). Already in 2016, Hollywood Presbyterian Medical Center was impacted by ransomware, when hackers demanded $3.6 million in Bitcoin for the return of its servers including its electronic health record system (ultimately paying $17,000 in ransom within a week of the attack).

In light of this imminent threat, what is a healthcare organization to do?

Invest in…

Crisis Management

The Power of National Media Coverage

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On January 16, 2016, President Obama declared a state of emergency for the city of Flint, MI, due to dangerously high levels of lead contamination in the drinking water. The announcement spurred extensive national media coverage—stories of a toxic water supply, residents “living like refugees” and government cover ups.

Ryan Garza/Detroit Free Press

For Flint residents, the problem isn’t a new one. It started three years ago. Local TV stations and newspapers covered it extensively as the situation escalated.

So why did it take so long for the rest of the country to care? What happened in Flint is a fascinating case study of the power of national media coverage—or, lack thereof.

Let’s back up. In early 2013, the Flint city council voted to stop buying water from the city of Detroit and join the Karegnondi Water Authority. The KWA is responsible for a new pipeline project to deliver water from Lake Huron.

Although the KWA won’t be complete until 2017, Detroit reacted to the news quickly, notifying Flint that it would stop selling the city water in April 2014. Flint turned to an interim water source—the Flint…

Digital Marketing

Growing a business: The power of social media for fitness enthusiasts

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We’ve all seen it – the before and after photo collage of a friend or family member, or maybe even a stranger, who made a lifestyle change to eat healthier and exercise more all while sharing their journey with the world. And then there are the fitness gurus who have taken the social media world by storm. If you’re familiar with popular Instagram accounts like Tone it Up or Kayla Itsines’ Bikini Body Guide (#BBG for short), you’ll know what I’m talking about. The women behind these accounts have created mega-successful brands and businesses, gained millions of social media followers and helped thousands of women obtain their fitness and health goals.Capture

Still not sure who I’m talking about – let me introduce you.

Karena Dawn and Katrina Scott founded Tone It Up in 2009 for women who wanted to be healthier with their fun, energetic and fresh approach to exercise. It has since exploded and now provides fitness products, a community, retreats, DVDs and nutrition plans to millions of women.

Australia-native Kayla Itsines began her journey in 2008 as a personal trainer, but it didn’t take…

Healthcare

Pharmaceutical Ads Lose the Super Bowl

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It’s perhaps the most anticipated night of the year for marketers. The Super Bowl brings beer, great food and of course, the best ads! Can you tell I’m not much of a football fan? But this year, the health industry crumbled under the pressure. Most best and worst recaps I saw, including our own, made mention of the major misstep pharmaceutical companies made when they put their $5 million dollars behind ads like this one from Xifaxan or this one from Jublia. Or, perhaps the worst offender of all, this one about opioid induced constipation. Other recaps just didn’t mention them, which is almost worse. When next to big winners of the night like Doritos and Mountain Dew, they just didn’t compare. Advil was really the only health-related ad that got anywhere close to success, but even it failed to meet the standards of the Super Bowl.

So, where exactly did they go wrong? I believe they made three major mistakes:

1. They didn’t consider their audience.super bowl food

Put yourself in the mind of a Super Bowl watcher for a moment. You’re likely…

Healthcare

3 Things That Will Revolutionize Healthcare

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I’m a binge reader. Primarily non-fiction and historical fiction. My current binge has included books by two noted physician authors. The first by a general surgeon on the topic of “dying well” and the second by a cardiologist on the subject of how technology is fundamentally altering the way we “do healthcare.” The books were all at once sobering and enlightening. Both have had a profound influence on me and served as the inspiration for this post.

To set the stage, it’s important to understand the significant shifts taking place in healthcare. From sick care to well care. From volume to value. From competition to collaboration. From inpatient to outpatient. From patient satisfaction to patient experience. From reactive to predictive. From print to digital. From formulaic reimbursement to calculated risk. From defined benefit to defined contribution. From fragmentation to connection.

Experiencing the death of both my parents, working in the health industry for more than 20 years and reading two books –Dr. Atul Gawande’s Being Mortal and Dr. Eric Topol’s The Patient Will See You Now – has put all of these changes in perspective for me, sparking some interesting…

Healthcare

Best Practices for Staying Informed During a Global Pandemic

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This week, the Zika virus has taken over news headlines across the globe. Zika is coming to light shortly after the great Ebola scare of 2014, leaving many to wonder if it is our next global health crisis.150604Aedesaegipti1-1000x647

The virus, which is spread to people through mosquito bites, has already been found in 24 countries in the Caribbean, North and South America. While the symptoms of the Zika virus are mild for adults, it could change the life of an unborn child.

Zika infections during early pregnancy have been linked to microcephaly, a condition in which babies have small heads and incomplete brain development. Expectant mothers are now being advised to avoid travel to the affected countries, and women living in these areas are being told to avoid getting pregnant entirely while the virus remains an issue.

Earlier this week, the World Health Organization (WHO) has warned that the virus is likely to spread across nearly all of the Americas, and cases have already been reported in the United States. According to the Centers for Disease Control and Prevention (CDC), the Zika virus will continue to spread…

Healthcare

Using Podcasts in Healthcare Communications

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podcast header

Last week, my colleague, Liz, and I had the pleasure of visiting the Hampton Roads American Marketing Association for a presentation titled, “How Marketers Can Win with Podcasts.” The speaker, Douglas Burdett, is the principal of Artillery, a B2B marketing agency in Norfolk and host of The Marketing Book podcast. His weekly podcast, which became the #2 business podcast on iTunes two months after launching, interviews best-selling authors about their books and marketing concepts.

Podcasts have been around for decades but ever since the launch of the show, Serial, podcasts have seen a huge growth in popularity, and more companies are starting to see the value they can have in the business world.

To add some perspective, Douglas explained to us that roughly 15% of the population is on Twitter, but 17% of the population listens to podcasts weekly. That means that one of the biggest social media platforms we utilize daily actually has less of a following than that of podcasts! The ease of being able to subscribe to a series and listen on your daily commute makes it a convenient platform and a simplified way to digest content.…

Healthcare

Dietary Guidelines Part 2: Food and Beverage Industries that are Celebrating

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While The 2015 Dietary Guidelines for Americans continue to gain traction in the media and blogosphere, it is pretty obvious that the egg and meat industry are pleased with the outcome of the final guidelines, while the produce folks continue to be in a great position when it comes to health. However, a few other industries are sharing their enthusiasm for some of the newer recommendations in this year’s report.

  • Sugar Substitutes – For the first time, it is recommended that consumers limit their consumption of added sugar to less than 10 percent of their daily intake (based on a 2,000 calorie diet). That’s about 50 grams of sugar, or about the amount of sugar in a 16-ounce bottle of soda. A few makers of “healthy” and calorie-free sugar substitutes have issued press releases praising the guidelines as a way to help wean consumers off of the “real stuff.” For instance, Pyure, a manufacturer of stevia states in a press release that by switching to their product “an average American coffee drinker can cut out 24 grams of sugar, almost half of the recommended daily allowance of 50 grams.” Even Coke and Pepsi have launched product lines containing stevia in hopes to…