May 15 2014
“There isn’t an independent hospital out there that is not thinking about this. At the top of the list is the question, Who should I merge with?” – Gary Ahlquist, Strategy& (from presentation by Susan Alcorn, Jarrard Phillips Cate & Hancock, at the Forum for Healthcare Strategists’ Marketing and Physician Strategies Summit)
I recently attended the Forum for Healthcare Strategists’ Marketing and Physician Strategies Summit. The three-day Summit was jam-packed with excellent speakers and content. A number of the sessions that I attended touched on the topic of affiliations. It’s no wonder that it remains a hot topic at most healthcare conferences. Susan Alcorn helped quantify the size of the issue as part of her “Branding & Communication for New Affiliations” session:
These numbers are not surprising, as independent hospitals struggle with rising costs and lower reimbursement. What is somewhat more surprising is…
May 1 2014
One thing you should never underestimate: the power of a good story.
A story can transform how people think about and connect with your brand – and makes your brand personal. For healthcare organizations especially, the topics we discuss are often complicated. By telling stories, you can make your work come to life in an understandable, digestible way.
At PadillaCRT, our clients’ customers frequently tell us that they may have been aware, but only engaged with our client after learning about a real person whose story illustrated why the organization’s work was important.
Focusing on stories that are authentic and emotionally impactful is the key here. One of the best ways to rally a community of people around your organization is to move them on an emotional level. This is where passionate and personal storytelling can be incredibly effective.
Don’t just tell people why they should care. Show them.
In the healthcare world, we have an advantage in finding great stories, because essentially, we are all working toward the same goal: making people healthier. It’s a very relatable goal. If your organization has helped one person in a significant, meaningful way, you have…
Apr 24 2014
While retailers have certainly had their fair share of headlines related to information breaches, they are not the only target. In the health industry, more than 29 million patients’ records have been compromised since 2009.
To understand what this means, take a look at this infographic created by the Health Information Trust Alliance (HITRUST) based on its 2012 study of the U.S. health industry. The study reveals nearly 500 breaches between 2009 and 2012, with an average of 43 thousand records being compromised at an average cost of more than 8 million dollars per incident.
And experts say that healthcare information breaches are on the rise, particularly since their financial value to criminals is two to five times greater than basic consumer credit data. That’s because health data can be used for medical and insurance fraud as well. In addition to the significant communication and credit monitoring costs, healthcare providers also are subject to severe financial penalties under federal patient privacy laws. And when I say penalties, I’m talking hefty fines of up to $1.5 million per incident. Ouch, Charlie, now that really hurt!
While the healthcare industry invests millions of dollars to protect patient data –…
Apr 10 2014
The movement toward brand journalism offers special benefits to the health industry. Healthcare affects everyone’s life, so audiences naturally relate to timely news and information about topics like medical advances, patient treatments and personal health advice. Equally compelling are the human-interest stories that abound in the healthcare field.
Such high-interest content makes brand journalism sites a no-brainer for many healthcare providers.
In fact, several top healthcare organizations have implemented this storytelling tool and are seeing success. For those considering adopting this approach, we’ve shared a few examples of providers who are setting the standard.
Advocate Health Care health enews
Advocate Health Care, a hospital group in the Chicago suburbs, launched health enews a year ago to increase mindshare among local journalists and consumers. An in-house newsroom of six core communicators develops content for the site, including videos, feature stories and commentary on breaking health news.
While the site’s intent is to build awareness of Advocate’s services and expertise, some of the most captivating articles are personal stories told by people within the organization.
For example, Tim Nelson, an Advocate public affairs manager, shared his experience helping his…
Mar 13 2014
Last Thanksgiving Jeff Joseph was running in the 5K Turkey Trot in St. Paul, when he suddenly collapsed. His heart had stopped; he was dead. Quite fortunately, Bruce Kiecker, a nurse with St. Paul’s United Hospital, was also participating in the Turkey Trot. Bruce didn’t hesitate to intervene and started CPR on Jeff. Bruce continued hands-only CPR until the ambulance arrived 10 minutes later.
The willingness of random bystanders to perform CPR is crucial in saving a life. In fact, only 7 percent of people who have a sudden cardiac arrest survive. In Minnesota, the survival rate is more than double that, at 16 percent. Because of the quick action of Bruce, Jeff is alive and anxiously awaiting the birth of his first child, due later this month.
The executive director of the Twin Cities chapter of the American Heart Association made a special presentation to Bruce and Jeff at a recent AHA board meeting held at the PadillaCRT Minneapolis headquarters. AHA’s Barb Ducharme gave Jeff a CPR Anytime Kit, and Bruce received the CPR Save Award for his courage, composure and compassion.
But you don’t have to be a medical professional to help someone in cardiac arrest. How can…
Feb 13 2014
Last week, CVS Caremark announced that it was pulling cigarettes and other tobacco products from its stores because it wanted to focus on becoming more of a health care provider, with CEO Larry J. Merlo stating, “We came to the decision that cigarettes and providing health care just don’t go together in the same setting.” And, while the retailer will lose about $2 billion per year as a result of the move, it stands to gain much more. Merlo said the decision to stop selling tobacco products “was really more of a discussion about how to position the company for future growth.”
CVS has the largest chain of pharmacy-based health clinics in the United States, offering care for common illnesses, like strep throat and pink eye (Bob Costas could benefit from a visit). By 2017, it anticipates growing clinic locations to 1,500. Retail health care is becoming big business with approximately 20 million patient visits to date and Accenture indicates that the industry could see 25% to 30% growth in the next few years. What about CVS’ move positions the retailer to take advantage of the opportunity?
Jan 23 2014
If you are a journalist looking for new opportunities, check out the healthcare industry. And, if you are managing a healthcare marketing and public relations department, you should think about having a journalist on board, if you don’t already. Why? Because healthcare public relations needs to evolve to a brand journalism model in order to maximize the opportunity to connect with an audience searching for information that’s local, fresh and relevant to them.
Twenty years ago we could count on the local media to carry our story for us. Not today. The makeup of local news has changed. To begin with, there are fewer local news reporters in television and print to cover the news. According to the Pew Research Center’s State of the News Media 2013 report, the newspaper industry has seen a 30 percent decline in newsroom staff over the past decade. Local television viewership continues to decline, although online usage is up which bodes well for TV’s ability to capture younger audiences. Still, local TV devotes more time to breaking news, weather, traffic and sports than enterprise or feature stories, where most health stories reside.
At the same time,…