tag:blogger.com,1999:blog-2092610599798917192024-03-17T11:46:36.098-05:00Healthcare Business & Marketing InsightHealthcare provider, vendor - business & marketing thought leadership Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.comBlogger577125tag:blogger.com,1999:blog-209261059979891719.post-64881748449784403402024-02-02T12:07:00.002-06:002024-02-09T09:12:10.035-06:00Adios…Adieu….Farewell…. It’s Time to Say Goodbye.<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3prS1UYREJk0jABDzk9GGyO6FYsfKnL8cZoeLALTkLvEtnGdzh-Dje5dimRWxYC7Og88PAV3SsYfK5OfyNalgr-rstoTVpnQ3-uCxvnc_oNZR9EOPOdftY6dGINGcNt2unHoj1CRmueyUuxH5krpE6lcCbu6bnztapk3Sl-eBXdv1EPHOakb3Gp5TIgI/s1920/farewell-3258939_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="974" data-original-width="1920" height="203" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3prS1UYREJk0jABDzk9GGyO6FYsfKnL8cZoeLALTkLvEtnGdzh-Dje5dimRWxYC7Og88PAV3SsYfK5OfyNalgr-rstoTVpnQ3-uCxvnc_oNZR9EOPOdftY6dGINGcNt2unHoj1CRmueyUuxH5krpE6lcCbu6bnztapk3Sl-eBXdv1EPHOakb3Gp5TIgI/w400-h203/farewell-3258939_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/farewell-say-goodbye-bye-road-sign-3258939/" target="_blank">Image by Gerd Altmann from Pixabay.</a></td></tr></tbody></table><p>It’s time.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">It is time to say goodbye to writing Healthcare Business
& Marketing Insights, formerly known as Healthcare Marketing Matters. You
see, I have been writing this blog since February 17, 2007. That’s a long 17
years, creating 576 posts generating 1,265,848 views and readers in 52 countries.
You will always have my appreciation and undying gratitude for staying with me
all these years. <o:p></o:p></p>
<p class="MsoNormal">We’ve covered a lot of ground in that time. I doubt there
wasn’t a topic I wrote about. If I have learned anything over 17 years, it is
that hospitals talk an excellent game but don’t walk the walk. All that has changed
is that healthcare costs are higher, and the major issues of care, reimbursement,
transparency, operations, accessibility, patient convenience, and who controls the
dollars remain. <o:p></o:p></p>
<p class="MsoNormal">But not to be a “Debbie Downer,” much change has occurred in
diagnosis and treatment, pharmaceuticals, surgery, and innovation by entrepreneurs
improving healthcare. Changes that, in many cases, improved patient care but
simultaneously increased the cost of care. I wish we had found a way to bring national
health insurance to reality. <o:p></o:p></p>
<p class="MsoNormal">I’ll be 71 in July and retired for a couple of years now. I’ve
been staying on top of the industry, reading, writing, attending webinars and conferences,
advising venture capital and private equity making company purchases or
investments in healthcare. <o:p></o:p></p>
<p class="MsoNormal">But now it’s time to say goodbye to writing about healthcare
business and strategy. <o:p></o:p></p>
<p class="MsoNormal">However, I am not done writing about healthcare. Not by a
long shot. My focus is on reporting to patients and healthcare consumers about how
the “sausage is made.” Writing about obtaining
the best possible care at the lowest price. Teaching that hospitals are only
needed for care for complex acute medical conditions, intensive care, and
emergency care. After that, nearly all
diagnosis, treatment, and care can be provided in a far more convenient, accessible,
and cost-effective location. <o:p></o:p></p>
<p class="MsoNormal">In 2019, I started another blog, <b><i><a href="https://percceptionsdofanoldman.blogspot.com/">Perceptions,
Observations & Musings of an Old Man</a></i></b>.
I saw that as my fun blog, allowing me to write about whatever I wanted. I will
continue to write my “Old Man” blog, as I like to call it. There, the little secrets
of healthcare will be exposed to consumers and how they can manipulate the
system for their benefit, not the hospital or health system.<o:p></o:p></p>
<p class="MsoNormal">An informed patient is empowered and can be the hospital or
health system’s worst nightmare. They can also be the hospital or health system’s
best patients because they will be informed. A knowledgeable patient is a compliant
patient. And that benefits everyone.<o:p></o:p></p>
<p class="MsoNormal">One doesn’t throw away 17 years of writing about healthcare
business and marketing strategy. All 576 posts will remain available to you
<a href="https://healthcaremarketingmatters.blogspot.com/" target="_blank">here</a>. I will stay informed regarding the healthcare business and marketing of
healthcare, but my audience will be different. <o:p></o:p></p>
<p class="MsoNormal"><i>It’s been one “hell of a ride,” and I will always be thankful
for the people I have come to know and worked with, what you taught me, and the
healthcare organizations I was privileged to be a part of locally, regionally, nationally,
and internationally.<o:p></o:p></i></p>
<p class="MsoNormal">But it’s time to leave the serious stuff to others. I’ll
still be on social media and LinkedIn to some extent, but I will be scaling
that back as I move on to other things to keep me engaged. Who knows, maybe I’ll write the next great American novel.<o:p></o:p></p>
<p class="MsoNormal">Take care, my friends, and I wish you nothing but happiness,
success, and prosperity in your healthcare career. <o:p></o:p></p>
<p class="MsoNormal">I’ll see you on the other side as a fully informed patient.
I hope you are ready for that!?<o:p></o:p></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgeoXzQB8-rgQst7_Dl2ZUhuohDVuJkbAcuJqoqQkC8lbAbW9_qzG5YNfnxI_F1IG2_IAzgc9U9mSXK5EihMa73rdQC20VKMZYdK8q0tUsTMxNa22Qww-HdpItI7SLUaTVX89abkSkR7wsQOyT69dkR1RBm6_7MhXkBUbv-Z-PE9FlDZzMhff97zzDCgrE/s1024/Farewell%202.jpeg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1024" data-original-width="1024" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgeoXzQB8-rgQst7_Dl2ZUhuohDVuJkbAcuJqoqQkC8lbAbW9_qzG5YNfnxI_F1IG2_IAzgc9U9mSXK5EihMa73rdQC20VKMZYdK8q0tUsTMxNa22Qww-HdpItI7SLUaTVX89abkSkR7wsQOyT69dkR1RBm6_7MhXkBUbv-Z-PE9FlDZzMhff97zzDCgrE/w400-h400/Farewell%202.jpeg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;">AI image generated using DALL* E3</td></tr></tbody></table><br /><p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100
Top Healthcare Marketing Blogs & Websites</i></a><i> to follow by
Feedspot.com. Michael is a Life Fellow at the American College of Healthcare
Executives.</i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-4401361596375183172024-01-29T07:10:00.001-06:002024-01-29T07:13:10.714-06:00Repurposing Closed Hospitals: A Solution to Address the Housing Needs of Immigrants<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQ_fZ3JMeCdi3hj32SGYS8tLD3gf1UgKGtGfpmEnP7GmQgKA-uSGsI6Uw-tVsdDTU_C5ukQAqfHVVM5l6h7a_JfVZCl-pY0AKrhCTGGVjr-BRBgfILCt51RiQ96qKjrQ9KtKzcfKt0tfv0JLrpEm74a4fyIo_FVP4FWZQOWB9tTNrVsllRyBT29rqHzWU/s1920/bed-5985434_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1624" data-original-width="1920" height="339" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQ_fZ3JMeCdi3hj32SGYS8tLD3gf1UgKGtGfpmEnP7GmQgKA-uSGsI6Uw-tVsdDTU_C5ukQAqfHVVM5l6h7a_JfVZCl-pY0AKrhCTGGVjr-BRBgfILCt51RiQ96qKjrQ9KtKzcfKt0tfv0JLrpEm74a4fyIo_FVP4FWZQOWB9tTNrVsllRyBT29rqHzWU/w400-h339/bed-5985434_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/bed-room-interior-window-office-5985434/" target="_blank">Image by Mitrey from Pixabay.</a></td></tr></tbody></table><p>The other day, after channel-surfing broadcast news and
skimming online headlines about the migrant housing crisis, I realized that a
potential solution is not being discussed. I created a tweet as a trial balloon
and posted it on multiple social media platforms. </p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>“You know, I spent 40 years in healthcare in senior
management positions, including hospitals. Health systems have closed hundreds,
if not thousands, of hospitals. Most of them stand empty. Why not use them to
house migrants in urban areas where they are? Asking for a friend. <a href="https://twitter.com/hashtag/migrants?src=hashtag_click">#migrants</a> <a href="https://twitter.com/hashtag/housing?src=hashtag_click">#housing</a> <a href="https://twitter.com/hashtag/closedhospitals?src=hashtag_click">#closedhospitals</a>
<a href="https://twitter.com/hashtag/alternativesolutions?src=hashtag_click">#alternativesolutions</a>”<o:p></o:p></i></p>
<p class="MsoNormal">Finding innovative solutions to address the pressing migrant
housing issues is critical. The increasing number of immigrants seeking refuge
has led to a demand for suitable housing in many urban and rural areas. In this
context, repurposing closed hospitals emerges as a viable and humane solution. <i>By
converting these vacant healthcare facilities into housing for immigrants, we
can address the urgent need for shelter and contribute to the revitalization of
communities.<o:p></o:p></i></p><p class="MsoNormal"><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiY0xivRI4bqTXREKDl78dn6xVeOGZ1sXCh3yxJOvQ2N2IH6Y5uZbXFmzpzjt8jxlEIqSV_YoT78nmwOAA7VgkkVbH5CQYl-oZ5tUfMaHnTMMN5qfnDCLw1NufC3wZplm0546Fo2Wo1n3lw8Ir9E__urOmmq7GKL3Iuo8erwhDJ4J6vgZ_0TeY8Wf-IOn8/s1920/ai-generated-8536267_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1076" data-original-width="1920" height="224" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiY0xivRI4bqTXREKDl78dn6xVeOGZ1sXCh3yxJOvQ2N2IH6Y5uZbXFmzpzjt8jxlEIqSV_YoT78nmwOAA7VgkkVbH5CQYl-oZ5tUfMaHnTMMN5qfnDCLw1NufC3wZplm0546Fo2Wo1n3lw8Ir9E__urOmmq7GKL3Iuo8erwhDJ4J6vgZ_0TeY8Wf-IOn8/w400-h224/ai-generated-8536267_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/illustrations/ai-generated-refugees-asylum-8536267/" target="_blank">AI-generated immigrant image by Dee from Pixabay.</a></td></tr></tbody></table><i><br /></i></p><p class="MsoNormal"><i>The Problem of Closed Hospitals</i></p>
<p class="MsoNormal">Across the United States, many hospitals have been forced to
close their doors due to financial constraints, changing healthcare landscapes,
or a shift in population dynamics. These vacant structures, often in
well-established neighborhoods, pose a challenge for local communities and
governments. Rather than letting them decay, repurposing these facilities could
serve a dual purpose: providing housing for immigrants and revitalizing
abandoned spaces.<o:p></o:p></p>
<p class="MsoNormal"><i>Benefits of Repurposing Closed Hospitals for Immigrant
Housing<o:p></o:p></i></p>
<p class="MsoNormal"><i>Infrastructure Ready for Adaptation<o:p></o:p></i></p>
<p class="MsoNormal">Closed hospitals come equipped with the infrastructure
necessary for housing solutions. These facilities typically have plumbing,
electrical systems, and other amenities in place, reducing the costs associated
with constructing new housing units. Adapting existing structures is cost-effective
and environmentally friendly, as it minimizes the need for additional
resources.<o:p></o:p></p>
<p class="MsoNormal"><i>Accessible Locations<o:p></o:p></i></p>
<p class="MsoNormal">Most hospitals are strategically located within communities
to provide easy access to medical care. Repurposing these closed hospitals into
immigrant housing ensures that residents can access essential services such as
schools, public transportation, and employment opportunities. Such proximity to
services can help immigrants integrate into their new communities more
seamlessly.<o:p></o:p></p>
<p class="MsoNormal"><i>Community Integration and Support<o:p></o:p></i></p>
<p class="MsoNormal">Transforming closed hospitals into housing for immigrants
can foster a sense of community support. By engaging local residents in the
repurposing process, communities can actively participate in creating welcoming
environments for newcomers. This approach helps break down barriers and
promotes understanding between different cultural groups.<o:p></o:p></p>
<p class="MsoNormal"><i>Economic Revitalization<o:p></o:p></i></p>
<p class="MsoNormal">The repurposing of closed hospitals can contribute to
economic revitalization. The influx of immigrants into these areas could
stimulate local businesses, create job opportunities, and breathe new life into
stagnant economies. As immigrants settle into their new homes, they become
potential consumers, taxpayers, and contributors to the community’s overall
economic well-being.<o:p></o:p></p>
<p class="MsoNormal"><i>Government Collaboration and Efficient Resource
Allocation<o:p></o:p></i></p>
<p class="MsoNormal">Governments can collaborate with private enterprises and
nonprofit organizations to facilitate the conversion of closed hospitals into
immigrant housing. This collaborative effort ensures that resources are
allocated efficiently, combining the expertise of both public and private
sectors to address the urgent need for housing.<o:p></o:p></p>
<p class="MsoNormal"><i>Challenges and Considerations<o:p></o:p></i></p>
<p class="MsoNormal">While repurposing closed hospitals for immigrant housing
presents a promising solution, several challenges must be considered. Zoning
regulations, community acceptance, and the potential strain on existing
infrastructure require careful planning and consideration. Engaging in open and
transparent communication with local communities is essential to address
concerns and garner support for such initiatives.<o:p></o:p></p>
<p class="MsoNormal">In the end….<o:p></o:p></p>
<p class="MsoNormal">While significant immigration and border control solutions
are needed to end the current crisis, and with the political parties unable to
work together for the common good, the challenge of immigrant housing continues
to grow. <o:p></o:p></p>
<p class="MsoNormal">In the interim, repurposing closed hospitals as housing for
immigrants offers a multifaceted solution to pressing challenges faced by cities.
By leveraging existing infrastructure, fostering community integration, and
promoting economic revitalization, this approach addresses the urgent need for
housing. It contributes to the overall well-being of both immigrants and host
communities. As governments, private enterprises, and communities collaborate,
we can turn closed hospitals into beacons of hope, showcasing the resilience
and adaptability of society in the face of complex challenges.<o:p></o:p></p>
<p class="MsoNormal">Now, was that so hard?<o:p></o:p></p>
<p class="MsoNormal"><i>OpenAI ChatGPT and Grammarly were used to review this
article. <o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100
Top Healthcare Marketing Blogs & Websites</i></a><i> to follow by
Feedspot.com. Michael is a Life Fellow at the American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare
Marketing Leaders For Change</span></i></b></a><b><i>, </i></b><i>a
LinkedIn Professional Group, for more topics and thought-leading discussions.</i><i><o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-10402350218250007542024-01-19T07:07:00.003-06:002024-01-19T08:07:47.982-06:00Enhancing Hospital Outreach: The Case for Generative AI in Social Media Management<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihNlsJ9tmWpVIm0q6EDTp9i3REdpM1CEQ5jriLFPgb_8oBvPVCSDRHQxpYM9AeR84agXfzZG1if2gx4j9wjG2jp6oSinOEMAwXo3ARUj26k_dEbKB6HQrt8HiXw8eHThlC4Duf1CN6TBrLhc3uu8BHxn-XwC-dz7KOW7JZdpuWOmj468x9pnj_ZhWTGC0/s1920/artificial-intelligence-2167835_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1285" data-original-width="1920" height="268" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihNlsJ9tmWpVIm0q6EDTp9i3REdpM1CEQ5jriLFPgb_8oBvPVCSDRHQxpYM9AeR84agXfzZG1if2gx4j9wjG2jp6oSinOEMAwXo3ARUj26k_dEbKB6HQrt8HiXw8eHThlC4Duf1CN6TBrLhc3uu8BHxn-XwC-dz7KOW7JZdpuWOmj468x9pnj_ZhWTGC0/w400-h268/artificial-intelligence-2167835_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/jobs-job-digital-digitization-2979650/" target="_blank">Image by Gerd Altmann from Pixabay.</a></td></tr></tbody></table><p>It is time for hospitals to stop talking about social media and
patient engagement and start walking the talk.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">In an age dominated by digital communication, social media
has become indispensable for organizations to connect with their audience. Traditionally
focused on providing healthcare services, hospitals increasingly recognize the
importance of a robust online presence. <o:p></o:p></p>
<p class="MsoNormal">Many, but not all, hospitals are turning to generative AI to
manage their social media posts efficiently and engage with their community. As
hospitals’ margins are squeezed downward, marketing budgets and departmental
staffing are restrained, negatively impacting new patient acquisition and
experience management. Maintaining a viable and engaging social media presence
for the hospitals or health system is not a “nice to have” but a strategic need
to have. <o:p></o:p></p>
<p class="MsoNormal">The solution to this problem is using Generative AI to generate
social media content and respond to patients and healthcare consumers searching
for a provider. Generative AI is an innovative technology that streamlines the
content creation process and ensures a more consistent and empathetic
communication strategy.<o:p></o:p></p>
<p class="MsoNormal">One of the primary advantages of incorporating generative AI
into social media management for hospitals is the ability to save time and
resources. Healthcare professionals are burdened with numerous
responsibilities, so manually curating social media content can be time-consuming.
Generative AI, powered by advanced natural language processing algorithms, can create
engaging and relevant posts autonomously, freeing up valuable human resources
for more critical tasks.<o:p></o:p></p>
<p class="MsoNormal">Moreover, generative AI ensures consistency in messaging.
Hospitals often communicate complex medical information, and maintaining a
uniform tone and style across all social media platforms is crucial. Generative
AI systems are trained to understand and replicate the desired communication
style, resulting in a cohesive brand image. This consistency fosters trust
among the audience and helps effectively convey important healthcare
information without ambiguity.<o:p></o:p></p>
<p class="MsoNormal">The healthcare industry is inherently empathetic, and
hospitals aim to connect with their community on a personal level. Generative
AI’s ability to understand context and emotions can create content that
resonates with the audience. Whether it’s sharing success stories, health tips,
or promoting community events, generative AI can infuse a human touch into
social media posts, enhancing the overall impact of the hospital’s online
presence.<o:p></o:p></p>
<p class="MsoNormal">Additionally, generative AI enables hospitals to stay on top
of emerging trends and topics in healthcare. By analyzing vast amounts of data
in real time, these systems can identify relevant discussions, allowing
hospitals to participate in conversations that matter to their audience.
Whether it’s a public health crisis, a new medical breakthrough, or community
concerns, generative AI ensures that hospitals are always part of the relevant
dialogue, positioning them as authoritative and responsive institutions.<o:p></o:p></p>
<p class="MsoNormal">Social media is a dynamic landscape, and hospitals need to
respond promptly to queries and comments from their audience. Generative AI,
equipped with natural language processing capabilities, can analyze and respond
to user inquiries in real time. The result is improved customer satisfaction and
experience by providing timely and accurate information and enhancing the
hospital’s reputation for being accessible and responsive.<o:p></o:p></p>
<p class="MsoNormal">Critics might express concerns about the ethical
implications of AI-generated content in the healthcare sector. However, it’s
important to note that generative AI is a tool that complements human expertise
rather than replacing it. Hospitals maintain control over the generated
content, ensuring it aligns with their values and ethical standards. The
technology is a support system that allows healthcare professionals to focus on
their core mission while enhancing online engagement.<o:p></o:p></p>
<p class="MsoNormal">Integrating generative AI into social media management for
hospitals represents a progressive step towards efficient communication and patient engagement. By leveraging the capabilities of AI, hospitals can save
time, ensure consistency, and enhance the empathetic nature of their online
presence. As the healthcare landscape continues to evolve, embracing technology
like generative AI becomes an option and a strategic necessity for hospitals
aiming to thrive in the digital era.<o:p></o:p></p>
<p class="MsoNormal"><i>OpenAI ChatGPT, Grammarly, and AlphaWriter App were used to
review this article. See, wasn’t that easy now?<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing, communications
strategist, and thought leader. As an internationally followed healthcare
strategy blogger, his blog, Healthcare Business & Marketing Matters, is
read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100
Top Healthcare Marketing Blogs & Websites</i></a><i> to follow by
Feedspot.com. Michael is a Life Fellow at the American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Aptos; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare
Marketing Leaders For Change</span></i></b></a><b><i>, </i></b><i>a
LinkedIn Professional Group, for more topics and thought-leading discussions.</i><i><o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-91801882512231916902024-01-04T09:46:00.001-06:002024-01-04T10:28:27.968-06:00Ten Predictions for Hospital Marketing in 2024<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgdNfGyUG5AFMXvpLPOIn-eHFD664LycB50qF5AKUIOkyUt3NzDztPedUaPC6DmrkaQTIddvWMtQIaQ61ietQSgRsHfBwrU6ThnHENhyphenhyphenFi0s7uXpVfYZ10NJieGthb2W_hkLbLnrWiw9gyyGuv-W5HK0oB1yBLOGErJ5VrtVBBfB5HOCcnTkeQa7-jSDk/s1280/clairvoyant-1026092_1280.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="853" data-original-width="1280" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgdNfGyUG5AFMXvpLPOIn-eHFD664LycB50qF5AKUIOkyUt3NzDztPedUaPC6DmrkaQTIddvWMtQIaQ61ietQSgRsHfBwrU6ThnHENhyphenhyphenFi0s7uXpVfYZ10NJieGthb2W_hkLbLnrWiw9gyyGuv-W5HK0oB1yBLOGErJ5VrtVBBfB5HOCcnTkeQa7-jSDk/w400-h266/clairvoyant-1026092_1280.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/clairvoyant-crystal-ball-1026092/" target="_blank">Image by nvodicka from Pixabay.</a></td></tr></tbody></table><p>As 2024 begins, hospital marketing continues to evolve,
propelled by technological advancements, shifting patient expectations, and an
ever-changing healthcare ecosystem. To thrive in this dynamic environment,
hospital marketers must be proactive and adaptive, staying abreast of the predictions set to define their strategies in the coming year.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">From my view of the healthcare ecosystem as an executive and
patient, the need for transformation to a patient-centric industry for survival
and meaningful, personalized engagement, here are some significant predictions to
watch out for in hospital marketing in 2024:<o:p></o:p></p>
<p class="MsoNormal"><i><b>1. Embracing Telehealth Revolution:</b></i> Telemedicine has
transformed healthcare delivery, and in 2024, hospitals are likely to promote
their telehealth services heavily. Patients increasingly seek convenience and
accessibility, and hospitals must market their remote healthcare offerings,
highlighting benefits such as virtual consultations, remote monitoring, and
quick access to specialists.<o:p></o:p></p>
<p class="MsoNormal"><b><i>2. Personalization through AI and Data Analytics:</i></b> Harnessing
the power of artificial intelligence (AI) and data analytics remains pivotal.
Hospitals will focus on leveraging AI-driven insights to personalize marketing
campaigns, catering to individual patient preferences and behaviors. Predictive
analytics will aid in forecasting patient needs, allowing hospitals to tailor
their strategies accordingly.<o:p></o:p></p>
<p class="MsoNormal"><b><i>3. Patient-Centric Marketing: </i></b>The era of patient-centered
care continues to dominate. Hospital marketing in 2024 will emphasize patient
testimonials, success stories, and experiences. Building trust and credibility
through patient-centric narratives will be vital in engaging and resonating
with the audience.<o:p></o:p></p>
<p class="MsoNormal"><b><i>4. Content Reigns Supreme: </i></b>Educational content marketing
will remain a cornerstone of hospital marketing strategies. Informative blogs,
videos, webinars, and interactive tools will be utilized to educate patients
about healthcare services, conditions, treatment options, and wellness
practices.<o:p></o:p></p>
<p class="MsoNormal"><b><i>5. Community Engagement and Local Partnerships:</i></b> Establishing
a strong local presence and fostering community engagement will be a focal
point for hospitals. Partnering with local businesses, organizing health fairs,
and participating in community events will help hospitals connect with their
local audience and increase brand visibility.<o:p></o:p></p>
<p class="MsoNormal"><b><i>6. Visual and Video Marketing: </i></b>With attention spans
dwindling, hospitals will rely more on visually appealing content and engaging
videos. Explainer videos and visual representations of complex medical
information will be used to effectively communicate with patients.<o:p></o:p></p>
<p class="MsoNormal"><b><i>7. Social Media and Influencer Collaboration:</i></b> Social media
platforms will continue to be a vital marketing tool for hospitals.
Collaborating with influencers or healthcare professionals can amplify a
hospital's message, reaching a broader audience and building credibility among
followers.<o:p></o:p></p>
<p class="MsoNormal"><b><i>8. Prioritizing Wellness and Preventive Care:</i></b> Hospitals will
emphasize preventive care and wellness initiatives in their marketing efforts.
Encouraging healthy lifestyle choices, promoting wellness programs, and
advocating for preventive screenings will align with the growing trend of
proactive healthcare.<o:p></o:p></p>
<p class="MsoNormal"><b><i>9. Ethical and Inclusive Marketing: </i></b>In 2024, hospitals will
focus on inclusive marketing campaigns that reflect diversity and ethical
practices. Ensuring messaging resonates with a diverse audience and aligns with
ethical standards will be imperative for brand reputation.<o:p></o:p></p>
<p class="MsoNormal"><b><i>10. Compliance and Data Security: </i></b>Upholding compliance with
healthcare regulations and ensuring stringent data privacy measures will
continue to be non-negotiable aspects of hospital marketing endeavors.<o:p></o:p></p>
<p class="MsoNormal">The year 2024 holds promising opportunities for hospital
marketers willing to adapt to these emerging predictions. Embracing technological
innovations, prioritizing patient needs, crafting engaging content, fostering
community connections, and upholding ethical standards will be the pillars that
shape successful hospital marketing strategies in the years to come. Stay
informed, agile, and proactive to harness these predictions and drive your
hospital's marketing efforts toward success in 2024.<o:p></o:p></p>
<p class="MsoNormal"><i>OpenAI ChatGPT and Grammarly were used in the review of the
article.</i><o:p></o:p></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100
Top Healthcare Marketing Blogs & Websites</i></a><i> to follow by
Feedspot.com. Michael is a Life Fellow at the American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>,
</i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>, </i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>, </i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>, and <a name="_Hlk139869491"></a><a href="https://newsmast.org/home">Newsmart</a>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Aptos; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare
Marketing Leaders For Change</span></i></b></a><b><i>, </i></b><i>a
LinkedIn Professional Group, for more topics and thought-leading discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions expressed are my own. </i><i>©Michael
J Krivich 2024. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-14208825019123910772023-12-05T08:47:00.000-06:002023-12-05T08:47:14.789-06:00Hey, Hospital & Health System, Your Advertising is Just so…..Ho-hum<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUA069jI9Edu5DQ-ceSDIOrXMQ9eG99KWz52XeFGnwXW76l1uTsRWpaU83fEnLqDdc9hZetL8li_7Yr72VyMWJBxRZB1NHlSO9IUrppUVoFsovz2Ulhmub3dqc9DeXgGXfqZalwqG0GEY3RLntFOFyPHRLuSUSKAXXtM_Xtsid1Xvlv1mw29kUQU4gTtk/s1920/mri-2815637_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUA069jI9Edu5DQ-ceSDIOrXMQ9eG99KWz52XeFGnwXW76l1uTsRWpaU83fEnLqDdc9hZetL8li_7Yr72VyMWJBxRZB1NHlSO9IUrppUVoFsovz2Ulhmub3dqc9DeXgGXfqZalwqG0GEY3RLntFOFyPHRLuSUSKAXXtM_Xtsid1Xvlv1mw29kUQU4gTtk/w400-h266/mri-2815637_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/mri-magnetic-resonance-imaging-2815637/" target="_blank">Image by Michal Jaromulk from Pixabay.</a></td></tr></tbody></table><p>I have seen several health systems advertising in broadcast (cable)
media lately. What struck me as a patient and healthcare consumer is that it is
all so ho-hum. </p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Before retiring, I was just as guilty when I was employed as
a senior management marketing executive in hospitals and health systems. I did
what any hospital marketer does to stay employed: market to senior management,
the Board, and physicians. <o:p></o:p></p>
<p class="MsoNormal">It’s all about the brick and mortar of glass and steel, testaments
to the hospitals or health systems’ leadership ability to build gleaming palaces
and increase the facility debt load with cheap bonds.<o:p></o:p></p>
<p class="MsoNormal">It’s all about the high-tech medical equipment that is oh-so
photogenic with mood lighting and physicians intently performing a procedure. It’s
about the happy, contented patient in the examining chair or table and the
chatty, smiling doctor.<o:p></o:p></p>
<p class="MsoNormal">I don’t know about you, but have you ever been content in an
exam chair, and your physician or PA was chatty as they asked you, “What’s wrong?” Did you ever notice that those exam chairs look
like something out of a dentist’s office? Optics matter.<o:p></o:p></p>
<p class="MsoNormal">All these things make leadership happy and content. Once again,
confusing activity with outcome. But you know what? It’s the same old thing
every other hospital or health system is doing. Hey,
patient, look at all these features. Aren’t they great? <o:p></o:p></p>
<p class="MsoNormal"><i>Then, the patient or healthcare consumer asks a fundamental,
simple question, “What is the benefit to me?” </i><o:p></o:p></p>
<p class="MsoNormal">At which point everyone goes, umm….. “Good question!”<o:p></o:p></p>
<p class="MsoNormal">It is not easy, and hospital or health system advertising
shares some common challenges.<o:p></o:p></p>
<p class="MsoNormal"><i>Differentiation:</i> Many hospitals struggle to distinguish
themselves in their advertising. They focus on generic messages like quality
care, experienced doctors, or cutting-edge technology without highlighting what
truly sets them apart from other healthcare providers.<o:p></o:p></p>
<p class="MsoNormal"><i>Complex Regulations:</i> Healthcare advertising is subject to
strict regulations, especially concerning patient privacy and the portrayal of
medical procedures. <o:p></o:p></p>
<p class="MsoNormal"><i>Sensitive Nature of Services:</i> Healthcare services deal with
sensitive and often serious issues. <o:p></o:p></p>
<p class="MsoNormal"><i>Emphasis on Trust and Credibility: </i>Patients often prioritize
trust and credibility when choosing a healthcare provider.<o:p></o:p></p>
<p class="MsoNormal"><i>Limited Emotional Appeal:</i> Healthcare advertising focuses on information
and medical expertise rather than emotional storytelling. <o:p></o:p></p>
<p class="MsoNormal"><i>Overused Tropes: </i>Hospital advertising frequently relies on
clichés and familiar imagery such as smiling doctors, high-tech equipment, and
compassionate care, leading to a lack of originality and making campaigns seem
predictable and uninteresting.<o:p></o:p></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAXnhZJ2vzMR9vE9I0hctQMLykJibmh8m_n7QKGO3fpGBjsiEu4v_S2Twd60B_yRaxIc6IXAc62t8LTcI6hscV1Bg_5JIkbSVHCy4ls4fDi2x_j-tE6qFohFlp-LKMyOEAVu3n8ScvCrlPRg8jr1RktV34U4px4C5dccpnTLV0kVcbfa9rvGb2m7k_NWs/s1920/operation-1807543_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1385" data-original-width="1920" height="289" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAXnhZJ2vzMR9vE9I0hctQMLykJibmh8m_n7QKGO3fpGBjsiEu4v_S2Twd60B_yRaxIc6IXAc62t8LTcI6hscV1Bg_5JIkbSVHCy4ls4fDi2x_j-tE6qFohFlp-LKMyOEAVu3n8ScvCrlPRg8jr1RktV34U4px4C5dccpnTLV0kVcbfa9rvGb2m7k_NWs/w400-h289/operation-1807543_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/operation-operating-room-surgery-1807543/" target="_blank">Image by Sasin Tipchi from Pixabay.</a></td></tr></tbody></table><p class="MsoNormal">To overcome the ho-hum perception, hospitals must find
creative ways to communicate their unique value proposition, prioritize
patient-centric messaging, explore innovative marketing approaches within
regulatory constraints, and strive to balance credibility and engaging
storytelling in their advertising efforts.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>Creating standout hospital or health system advertising
involves a blend of creativity, empathy, and strategic communication.</i> </p><p class="MsoNormal">Here are
some effective techniques:<o:p></o:p></p>
<p class="MsoNormal"><i>Storytelling with Patient Experiences: </i>Share authentic and
compelling patient stories that resonate emotionally. Highlighting success
stories or personal journeys can create a powerful connection with the
audience.<o:p></o:p></p>
<p class="MsoNormal"><i>Visual Content and Multimedia:</i> Utilize visually engaging
content such as videos, infographics, and interactive elements to convey
complex medical information or showcase hospital facilities and services.<o:p></o:p></p>
<p class="MsoNormal"><i>Focus on Personalized Care</i>: Emphasize individualized patient
care and tailor messages to address specific demographics or medical needs.
Highlight specialty services or unique approaches to patient treatment.<o:p></o:p></p>
<p class="MsoNormal">Digital Marketing Strategies: Leverage digital platforms
effectively. Invest in search engine optimization (SEO), social media
engagement, content marketing, and online advertising to reach and engage with
a wider audience.<o:p></o:p></p>
<p class="MsoNormal"><i>Innovative Technologies: </i>Showcase advanced medical
technologies and procedures and the benefits to the patient messaging. Use
virtual reality (VR), augmented reality (AR), or immersive experiences to
illustrate innovative treatments or hospital facilities.<o:p></o:p></p>
<p class="MsoNormal"><i>Incorporate Empathy and Compassion: </i>Showcasing the human
side of healthcare is crucial. Demonstrate empathy, compassion, and
understanding in your messaging to reassure patients about the supportive
environment they’ll experience.<o:p></o:p></p>
<p class="MsoNormal"><i>Collaborations and Partnerships:</i> Collaborate with
influencers, community organizations, or other healthcare providers to amplify
your message and reach a broader audience.<o:p></o:p></p>
<p class="MsoNormal"><i>Interactive and Engaging Campaigns:</i> Create interactive
campaigns that encourage audience participation. Contests, quizzes, or
interactive tools related to health and wellness can engage and educate
simultaneously.<o:p></o:p></p>
<p class="MsoNormal"><i>Clear and Accessible Information:</i> Ensure all communication,
whether on the website, brochures, or ads, is clear, concise, engaging, and
accessible. Use plain language to explain complex medical terms and procedures.<o:p></o:p></p>
<p class="MsoNormal"><i>Highlight Accreditations and Awards:</i> Showcase any industry
accreditations, awards, or recognitions received by the hospital to build
credibility and trust. Most importantly, place context around the content, explaining
why this is important to the patient.<o:p></o:p></p>
<p class="MsoNormal"><i>Feedback and Testimonials:</i> Feature patient testimonials or
reviews to highlight positive experiences and build trust among potential
patients.<o:p></o:p></p>
<p class="MsoNormal"><i>By combining these techniques and strategies, hospitals can
create advertising campaigns that stand out, resonate with their audience, and
effectively communicate their unique value proposition in the healthcare
industry.</i><o:p></o:p></p>
<p class="MsoNormal">It’s beyond me why any hospital or health system if they aren’t
going stop talking about features and pivot to engaging patients or the
healthcare consumer in any meaningful way, except for marcomm activities to “make
things look pretty,” would continue to waste precious resources funding ho-hum marketing.
<o:p></o:p></p>
<p class="MsoNormal"><i>ChatGPT and Grammarly were used in the blog article
content review process.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow at the American College of
Healthcare Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>, and <a name="_Hlk139869491"></a></i></span><a href="https://newsmast.org/home"><i>Newsmart</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-11806494449760083362023-11-27T08:29:00.002-06:002023-11-27T08:47:54.868-06:00The Case Against Direct-to-Consumer Pharmaceutical Advertising in the United States<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZCAelBCBj1PC93iDct2Xb7KEGIdhqDt_tPyingRXyjVQxGwESRk0I9oQrmBmBYQ3ci7tgZRnMBEuqeUhKG4LyeLj85i4JYSCn2EDv6_VVeZjPSFU5fsZc2d5NII9lfsnT6_zChLAFkioeHdC5FMVKWTjlRjtnK5GfE0DW86mTEQmG8zEIDgVAKEqixeg/s1280/thermometer-1539191_1280%20(1).jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="853" data-original-width="1280" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZCAelBCBj1PC93iDct2Xb7KEGIdhqDt_tPyingRXyjVQxGwESRk0I9oQrmBmBYQ3ci7tgZRnMBEuqeUhKG4LyeLj85i4JYSCn2EDv6_VVeZjPSFU5fsZc2d5NII9lfsnT6_zChLAFkioeHdC5FMVKWTjlRjtnK5GfE0DW86mTEQmG8zEIDgVAKEqixeg/w400-h266/thermometer-1539191_1280%20(1).jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/thermometer-medications-tablets-1539191/" target="_blank">Image by stevepb from Pixabay.</a></td></tr></tbody></table><br /><p>In the realm of modern medicine, pharmaceutical companies
wield considerable influence, not only through groundbreaking innovations but
also through their marketing strategies. One such strategy that has sparked
contentious debates is direct-to-consumer (DTC) advertising. In the United
States, DTC advertising of prescription drugs has become ubiquitous, flooding
television screens, magazines, and online platforms. However, it is time to
reconsider this practice and advocate for its prohibition. This article delves
into why the ban on DTC advertising by pharmaceutical companies in the United
States is a necessary step forward.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>1. Patient Well-being and Informed Decision Making<o:p></o:p></i></p>
<p class="MsoNormal">The foremost concern regarding DTC advertising is its impact
on patient health and decision-making. These advertisements often oversimplify
complex medical conditions and treatments, emphasizing benefits while
downplaying potential risks and side effects. Consequently, consumers may
develop unrealistic expectations about the effectiveness of a drug or its
suitability for their condition.<o:p></o:p></p>
<p class="MsoNormal">Moreover, these ads can create a demand for specific
medications based on marketing tactics rather than medical necessity. Influenced
by compelling advertisements, patients might pressure healthcare providers into
prescribing drugs that might not be the most appropriate or effective for their
situation.<o:p></o:p></p>
<p class="MsoNormal"><i>2. Misleading Information and Ethical Concerns<o:p></o:p></i></p>
<p class="MsoNormal">Pharmaceutical companies invest heavily in advertising to
promote their products. However, these advertisements frequently employ
persuasive techniques that can potentially mislead or manipulate viewers. The
information presented in these ads often lacks context, providing a skewed view
of the drug’s benefits and risks. This practice raises ethical concerns as it
prioritizes profit motives over patient welfare.<o:p></o:p></p>
<p class="MsoNormal">Additionally, the resources allocated to advertising could
be redirected toward research and development or used to lower drug prices. By
banning DTC advertising, pharmaceutical companies would be encouraged to focus
on producing high-quality medications and conducting further research instead
of investing in aggressive marketing campaigns.<o:p></o:p></p>
<p class="MsoNormal"><i>3. Global Discrepancies and Impact on Healthcare Costs<o:p></o:p></i></p>
<p class="MsoNormal">The United States is one of the few countries that permit
DTC advertising for prescription drugs. Comparatively, countries like Canada
and European nations have stringent regulations or outright bans on this
practice. The differences in regulation contribute to variations in healthcare
costs, as marketing expenses incurred by pharmaceutical companies are factored
into the prices of drugs.<o:p></o:p></p>
<p class="MsoNormal">Research indicates that DTC advertising drives up healthcare
costs. The expenses associated with advertising are passed on to consumers,
leading to higher drug prices. Banning DTC advertising could potentially
alleviate this issue by reducing overall healthcare expenditure.<o:p></o:p></p>
<p class="MsoNormal"><i>4. Healthcare Professional-Patient Relationship<o:p></o:p></i></p>
<p class="MsoNormal">The influence of DTC advertising on the healthcare
professional-patient relationship is noteworthy. Armed with information from
commercials, patients may approach their doctors with preconceived notions
about specific medications. This dynamic can disrupt the collaborative nature
of the doctor-patient relationship, impeding open discussions and shared
decision-making regarding treatment options.<o:p></o:p></p>
<p class="MsoNormal">Healthcare professionals are trained to evaluate individual
patient needs and recommend the most suitable treatments based on their
expertise and the patient’s unique circumstances. DTC advertising undermines
this expertise and fosters an environment where patients seek specific drugs
rather than comprehensive medical advice.<o:p></o:p></p>
<p class="MsoNormal"><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvWPebPQl2Yr_XK4eiR-jHgNjKdVc3wCVPo8o12Yoa0ag2D5Rci-zmtGqF3Ihub8YTF2i3b15uLEK3TP7o_c61wekkaRmLD9Tq4kiohOwoPJiArvm_A_p1jg85lAaF5ANlrleEuzsFkeWn0Z9gt3ee5iC4dRRaxBgsOjvP9b62AN5gEFEEZkdxegwbzRw/s1280/stop-3437300_1280.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="853" data-original-width="1280" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvWPebPQl2Yr_XK4eiR-jHgNjKdVc3wCVPo8o12Yoa0ag2D5Rci-zmtGqF3Ihub8YTF2i3b15uLEK3TP7o_c61wekkaRmLD9Tq4kiohOwoPJiArvm_A_p1jg85lAaF5ANlrleEuzsFkeWn0Z9gt3ee5iC4dRRaxBgsOjvP9b62AN5gEFEEZkdxegwbzRw/w400-h266/stop-3437300_1280.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/stop-sign-traffic-signs-red-3437300/" target="_blank">Image by improperstyle from Pixabay.</a></td></tr></tbody></table></p><p class="MsoNormal"><i>It’s time to ban pharmaceutical DTC advertising in the United
States.<o:p></o:p></i></p>
<p class="MsoNormal">The ban on direct-to-consumer pharmaceutical advertising in
the United States is essential for prioritizing patient welfare, fostering
informed decision-making, and maintaining the integrity of the healthcare
system. This prohibition would mitigate the potential harms arising from
misleading information, reduce healthcare costs, and preserve the healthcare
professional-patient relationship.<o:p></o:p></p>
<p class="MsoNormal">Advocating for the ban on DTC advertising necessitates a
collective effort from policymakers, healthcare professionals, and the public
to uphold ethical standards and prioritize the well-being of patients over
commercial interests. By reforming pharmaceutical marketing practices, the
focus can shift towards promoting responsible healthcare and ensuring patients
receive accurate and unbiased information to make informed decisions about
their health.<o:p></o:p></p>
<p class="MsoNormal">As discussions surrounding healthcare policies continue, pharmaceutical
companies’ prohibition of DTC advertising is crucial to fostering a healthcare
system that prioritizes patient-centered care and ethical medical practice.<o:p></o:p></p>
<p class="MsoNormal"><i>ChatGPT and Grammerly were used in this blog post content
review process.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow at the American College of
Healthcare Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>, and <a name="_Hlk139869491"></a></i></span><a href="https://newsmast.org/home"><i>Newsmart</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-75794203523955083362023-09-18T09:46:00.001-05:002023-09-19T05:18:01.856-05:00Nine different patient portals and counting. Are you kidding me? <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiHrk0dzZNglfeY7dTEfSQOmqvKekbDkWJtmRppm0CL7DovvhfBNJMpjQQBOT1j_FewfxRs-gF1nhyuXwGErxjxYg2mvM3dGc1h1tR8UzZt9o0po5jI_JPF0AnzT4JR4YW719ldegdU2Excnc34bMlNnNe33kM_XeBz85KpFDZxf9n0k_n-lMk0ZKreqsM/s1280/medical-781422_1280.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="782" data-original-width="1280" height="245" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiHrk0dzZNglfeY7dTEfSQOmqvKekbDkWJtmRppm0CL7DovvhfBNJMpjQQBOT1j_FewfxRs-gF1nhyuXwGErxjxYg2mvM3dGc1h1tR8UzZt9o0po5jI_JPF0AnzT4JR4YW719ldegdU2Excnc34bMlNnNe33kM_XeBz85KpFDZxf9n0k_n-lMk0ZKreqsM/w400-h245/medical-781422_1280.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/medical-record-health-patient-form-781422/" target="_blank">Image by vjohns1580 from Pixabay</a></td></tr></tbody></table><p>Yeah, I have nine different patient portals for my health
information. Of the nine portals, a multi-state, multi-hospital system I use
accounts for three of the portals. Why, you may be asking? Because in this
region, the hospitals, medical groups, and alternate sites are on different information
systems.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Now, please don’t take me wrong. I am a big fan of patient
portals and appreciate having access to my medical information. To be an
informed patient and able to participate in the medical care decision-making
process intelligently is of immense value to the doctors and me.<o:p></o:p></p>
<p class="MsoNormal">But….<o:p></o:p></p>
<p class="MsoNormal">When I have to print out and share medical reports with my
PCP because the hospitals and specialists cannot share results, it is not poor
care. It is terrible medical care. You all keep telling me how much you care
and how focused you are on comprehensively meeting my medical needs. Don’t you
know it’s a poor patient experience, let alone the continuity of care issues?<o:p></o:p></p>
<p class="MsoNormal">It’s time hospitals and health systems started walking the
talk.<o:p></o:p></p>
<p class="MsoNormal"><i>Please stop telling me how much you care, how
patient-centered you are, how patient engagement is your number one priority,
or even how “easy” it is to use your services. It’s all just marketing nonsense.<o:p></o:p></i></p>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZXjrwIzASWDvbTavN9reO1fICAaD7xzzHQKCr97h8MV8qxUmTtEPN1NiF_o2FwbtuhpwgML7Rjm02dCzjjC4JsRgrrmun9L1IyFSuxVCxTsjn8l-1xKcWxRKIwmhoERhA_vsiQrjdLgWJd_YrUq2V4xXd9BlRJOJmXL_nMB4D0ZN7KkfdpuF8fAY2Tao/s1920/group-464644_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1357" data-original-width="1920" height="283" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZXjrwIzASWDvbTavN9reO1fICAaD7xzzHQKCr97h8MV8qxUmTtEPN1NiF_o2FwbtuhpwgML7Rjm02dCzjjC4JsRgrrmun9L1IyFSuxVCxTsjn8l-1xKcWxRKIwmhoERhA_vsiQrjdLgWJd_YrUq2V4xXd9BlRJOJmXL_nMB4D0ZN7KkfdpuF8fAY2Tao/w400-h283/group-464644_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;">I<a href="https://pixabay.com/photos/search/group/" target="_blank">mage by Gerd Altmann from Pixabay.</a></td></tr></tbody></table><p class="MsoNormal">People are tired of hearing all the false promises and have
concluded that hospitals and health systems lie through their teeth. If the
hospital or health system were walking the talk, I wouldn’t be calling you all
out now.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">While patient portals have undoubtedly improved patient
engagement in some sense, having multiple portals for a single patient is
detrimental to their overall healthcare experience. This article will examine
why having nine patient portals and more on the way is terrible for patients
and the healthcare system.<o:p></o:p></p>
<p class="MsoNormal">Besides, it is disingenuous to blame it all on the
government, as hospitals and health systems do for everything else, for not
providing the incentives to correct this issue.<o:p></o:p></p>
<p class="MsoNormal"><i>It doesn’t help that national IT EHR vendors refuse to
share data, roadblocking any potential for a single unified patient portal. You’re
supporting the continuation of fragmented care at the expense of patients for
your profits. <o:p></o:p></i></p>
<p class="MsoNormal">As a retired healthcare executive, I am fortunate to know how
the sausage is made and how critically important it is that my medical information
be shared with all my medical providers, with its impact on the quality and
continuity of care. <o:p></o:p></p>
<p class="MsoNormal">But what about the patient who doesn’t have that experience
or know-how?<o:p></o:p></p>
<p class="MsoNormal">Here are the ten reasons why a single unified patient portal
is needed.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Confusion and Complexity:</i></b> One of the most
significant drawbacks of having multiple patient portals is the confusion it
creates. Patients must remember each portal’s different usernames, passwords,
and access points. This complexity can lead to frustration and errors,
potentially compromising the accuracy and completeness of their health records.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Time-Consuming:</i></b> Managing multiple patient
portals is time-consuming. Patients have to log in to each portal individually,
navigating various user interfaces and dealing with varying levels of
functionality. This wasted time could be better spent on self-care or other important
tasks.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Incomplete Health Records</i></b>: Patients may have
an incomplete view of their health records with information scattered across
multiple portals. This fragmentation can lead to missing critical information,
potentially endangering the patient’s health.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Communication Breakdown:</i></b> Communication is
crucial in healthcare. Multiple patient portals often mean patients must reach
out to different healthcare providers through different channels; the result is
miscommunication, delayed responses, and an overall breakdown in the
patient-provider relationship.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Data Security Risks:</i></b> Each additional patient
portal represents another potential security vulnerability. Patients must
entrust their sensitive medical information to multiple platforms, each with
its own security measures and potential weaknesses. It’s an exponential
increase in the risk of data breaches and identity theft.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Inefficient Healthcare Delivery:</i></b> From the
healthcare provider’s perspective, managing multiple portals can be inefficient
and time-consuming. Doctors and their staff must navigate various systems to
access patient data, potentially leading to delays in treatment and a less
efficient healthcare delivery process.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Limited Interoperability:</i></b> Interoperability is
the ability of different healthcare systems to share and exchange patient data
seamlessly. With multiple patient portals, achieving interoperability becomes
challenging, as these systems often do not communicate with one another effectively.
This hampers the coordination of care between different healthcare providers.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Reduced Patient Engagement:</i></b> Patient portals
are designed to enhance patient engagement by providing access to vital health
information. However, when patients have to manage multiple portals, their
enthusiasm for using them diminishes, resulting in missed opportunities for
patients to take an active role in managing their health.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Increased Costs:</i></b> Maintaining and supporting
multiple patient portals can be expensive for healthcare organizations. These
costs are ultimately passed on to patients through higher healthcare fees and
insurance premiums.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Administrative Burden:</i></b> Healthcare
administrators are burdened with the task of managing multiple patient portal
systems, including user accounts, access permissions, and troubleshooting
issues. This diverts valuable resources and time away from more critical
healthcare tasks.<o:p></o:p></p>
<p class="MsoNormal">Having nine different patient portals is detrimental to both
patients and the healthcare system as a whole. It leads to confusion,
inefficiency, and reduced patient engagement, posing security risks and
increasing costs. <o:p></o:p></p>
<p class="MsoNormal"><i>In order to improve the patient experience and streamline
healthcare delivery, there is a pressing need for greater standardization and
interoperability in the healthcare IT landscape. Patients and providers alike
would benefit from a unified, user-friendly platform that simplifies access to
comprehensive health records and enhances communication between all
stakeholders in the healthcare ecosystem.<o:p></o:p></i></p>
<p class="MsoNormal">Now, can you at least pretend to “walk the talk.”<o:p></o:p></p>
<p class="MsoNormal"><i>ChatGPT and Grammerly were used in this blog post content
review process.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow at the American College of
Healthcare Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>, and <a name="_Hlk139869491"></a></i></span><a href="https://newsmast.org/home"><i>Newsmart</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-14193584944792361792023-08-29T08:41:00.000-05:002023-08-29T08:41:09.003-05:00Is it time to junk the US sick-care system and design a health-care system?<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkIroPpmI3qA6i20j77VohD-gUcb3g2azmPhYoYS9YhsR5S6h2MmA-6FoJ64IMbvKPSS6bD0AwMZmTJExFnexPxk2b1DNy5uX8eW2Vg4Dm3sF4cpuoWlZx629jBS1AON5OpqeB37DmBMo35vsvbk-TSC2GWTUJesp5G8T_AaxC_L-Wj_F9IZJCzcJ9gMo/s1280/F%20Muhamed%20houston-methodist-4598833_1280.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="853" data-original-width="1280" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkIroPpmI3qA6i20j77VohD-gUcb3g2azmPhYoYS9YhsR5S6h2MmA-6FoJ64IMbvKPSS6bD0AwMZmTJExFnexPxk2b1DNy5uX8eW2Vg4Dm3sF4cpuoWlZx629jBS1AON5OpqeB37DmBMo35vsvbk-TSC2GWTUJesp5G8T_AaxC_L-Wj_F9IZJCzcJ9gMo/w400-h266/F%20Muhamed%20houston-methodist-4598833_1280.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/houston-methodist-clinic-emergency-4598833/" target="_blank">Hospital image by F. Muhammad from Pixabay.</a></td></tr></tbody></table><p>I think it’s time we addressed the 800-pound elephant in the
room. For all the thought and energy placed into incremental changes in the
healthcare industry, the truth remains that it’s just not working. </p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">You know it. I know it. We all know it.<o:p></o:p></p>
<p class="MsoNormal">After a 40-year healthcare career that started with the introduction
of DRGs in 1983, all that has occurred since then is the uninhibited growth of
the medical-industrial complex. Some will argue that cost growth has slowed, but
what does that mean in a $3 trillion healthcare system and counting? It is no
longer acceptable to say we are slowing the cost rise.<o:p></o:p></p>
<p class="MsoNormal">The US does not have a healthcare system. The US has a sick
care system.<o:p></o:p></p>
<p class="MsoNormal"><i>The worst thing that has happened since 1983 is the growth of the hospital and health system
from the four walls where physicians practiced medicine and made all the decisions,
to the medical industrial complex where insurers, hospitals, and health systems
are controlling markets, stifling competition, and placing a higher priority on
making money and building temples of glass and steel instead of delivering cost-effective,
high-quality care. <o:p></o:p></i></p>
<p class="MsoNormal">The time has come to start over and design a healthcare system
that delivers health care, not only sick care. If the past 40 years have proven
anything, incremental change has often failed to produce its stated outcomes.
Interestingly enough, the same change,
whether successful or not, reappears several years later with a different name
but the same result. <o:p></o:p></p>
<p class="MsoNormal">Designing a healthcare system from scratch is a complex and
multifaceted task, and various models could be considered. Here’s a broad
outline of what the US healthcare system might look like if it were to be
redesigned from the beginning, drawing from various successful healthcare
systems around the world and incorporating some innovative ideas:<o:p></o:p></p>
<p class="MsoNormal"><i>Patient-centered:</i> The healthcare system would be
designed to put patients first. This would mean providing patients with
information about their care, giving them a say in their treatment decisions,
and ensuring that they are treated with respect and dignity.<o:p></o:p></p>
<p class="MsoNormal"><i>Universal Access:</i> The system’s foundation would be
universal access to healthcare for all residents. This would ensure every
citizen has basic healthcare coverage as a fundamental right.<o:p></o:p></p>
<p class="MsoNormal"><i>Single-Payer System:</i> One possible approach is a
single-payer system, where the government is the sole insurer. This can
simplify administration, reduce overhead costs, and ensure that healthcare is
funded equitably.<o:p></o:p></p>
<p class="MsoNormal"><i>Public and Private Options:</i> While the government
would provide the basic coverage, there could still be a role for private
insurance companies to offer supplementary coverage for those who desire it,
similar to the model in countries like Canada and the United Kingdom. This
would allow individuals to choose additional coverage if they wish.<o:p></o:p></p>
<p class="MsoNormal"><i>Preventative Care Focus:</i> The system would prioritize
preventive care to reduce the burden of chronic diseases and emphasize healthy
living and early intervention.<o:p></o:p></p>
<p class="MsoNormal"><i>Primary Care Emphasis:</i> A strong emphasis on primary
care, including general practitioners, nurses, and community health centers,
would help catch and address health issues at an early stage and reduce the
reliance on expensive specialty care.<o:p></o:p></p>
<p class="MsoNormal"><i>Cost Transparency: </i>Transparency in healthcare pricing
would be a priority. Patients should know the cost of procedures, tests, and
medications to make informed decisions.<o:p></o:p></p>
<p class="MsoNormal"><i>Evidence-Based Medicine:</i> Treatment decisions and
medical guidelines would be based on the best available evidence to ensure the
most effective and cost-efficient care.<o:p></o:p></p>
<p class="MsoNormal"><i>Health Information Technology:</i> A robust health
information technology infrastructure would be in place to facilitate the
sharing of patient records securely among providers, reducing redundancy and
errors.<o:p></o:p></p>
<p class="MsoNormal"><i>Healthcare Workforce Development:</i> Investment in
training and recruiting healthcare professionals, especially in underserved
areas, would be a priority to ensure access to care nationwide.<o:p></o:p></p>
<p class="MsoNormal"><i>Drug Price Regulation: </i>The government would negotiate
drug prices with pharmaceutical companies to make medications more affordable
for all citizens.<o:p></o:p></p>
<p class="MsoNormal"><i>Malpractice Reform:</i> Sensible malpractice reform would
be enacted to reduce the practice of defensive medicine, which can drive up
healthcare costs.<o:p></o:p></p>
<p class="MsoNormal"><i>Patient Education:</i> A strong focus on patient
education would empower individuals to make informed decisions about their
healthcare and lifestyle choices.<o:p></o:p></p>
<p class="MsoNormal"><i>Mental Health Integration:</i> Mental health services
would be fully integrated into the healthcare system, reducing the stigma
associated with mental health issues and ensuring that mental healthcare is
readily accessible.<o:p></o:p></p>
<p class="MsoNormal"><i>Long-Term Care:</i> A system for long-term care and
support for the elderly and disabled would be in place, which could be funded
through a combination of public and private means.<o:p></o:p></p>
<p class="MsoNormal"><i>Healthcare Innovation:</i> Encourage innovation in
healthcare delivery and technology to continuously improve the quality of care
and control costs.<o:p></o:p></p>
<p class="MsoNormal"><i>Health Equity:</i> Address health disparities by
targeting resources and efforts to underserved communities and populations.<o:p></o:p></p>
<p class="MsoNormal"><i>Patient Advocacy:</i> Establish strong patient advocacy
and ombudsman programs to help patients navigate the healthcare system and
resolve disputes.<o:p></o:p></p>
<p class="MsoNormal">Designing a healthcare system is not just about the
structure but also a society’s values, priorities, and political will.
Achieving universal access to high-quality healthcare while controlling costs
is a challenging balancing act that requires ongoing evaluation and adjustment.
Any attempt to redesign a healthcare system must involve a broad and inclusive
public discussion and should be based on the specific needs and values of the
population it serves.<o:p></o:p></p>
<p class="MsoNormal">Of course, there are many challenges to implementing such a
system. It would require a significant investment of resources and a
willingness to change our care decisions. However, I believe creating a
healthcare system that works for everyone is worth the effort.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>, and <a name="_Hlk139869491"></a></i></span><a href="https://newsmast.org/home"><i>Newsmart</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-16706187346346107092023-08-04T12:56:00.000-05:002023-08-04T12:56:05.476-05:00How are You Engaging Patients to Reduce “Patient Fatigue”? <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZgHb2sN-rB3VjgcqxOaxkQYKLNQc6lZlbt3CgmtEklG_C7hZ-DOeuoBofg-JPW2HrP0PYlMk_oUkorN6xkaW9QTnay0tatlq5AlkDC93OMmGznWqrhvLLsp8hGItqxcIPS-pn-1o3NYAUi-V9A4fS4mNDVrb_q0lCaO9crKuFXiglK3Y07ss9wH9GcC8/s1280/blur-1867402_1280.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="854" data-original-width="1280" height="268" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZgHb2sN-rB3VjgcqxOaxkQYKLNQc6lZlbt3CgmtEklG_C7hZ-DOeuoBofg-JPW2HrP0PYlMk_oUkorN6xkaW9QTnay0tatlq5AlkDC93OMmGznWqrhvLLsp8hGItqxcIPS-pn-1o3NYAUi-V9A4fS4mNDVrb_q0lCaO9crKuFXiglK3Y07ss9wH9GcC8/w400-h268/blur-1867402_1280.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/blur-close-up-girl-woman-hands-1867402/" target="_blank">Image by Pexels from Pixabay.</a></td></tr></tbody></table><p>I see tons of webinars, seminars, podcasts, blogs, newsletters,
and feature stories around the hospital experience and engagement of patients.
Most of the time, the focus is on emerging generative AI, technology, or social
media strategies to do both.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">That’s okay, I guess, because of the multiple professional medical
industry echo chambers where it’s always easier to talk about technology and strategies
to do something about improving the experience and engaging patients in a
meaningful way.<o:p></o:p></p>
<p class="MsoNormal">But what is missing in these conversations is how you use these
tools to assist patients in managing “patient fatigue”? <o:p></o:p></p>
<p class="MsoNormal">The answer, I am sure, is we don’t.<o:p></o:p></p>
<p class="MsoNormal">Have you ever considered how the patient feels during a
medical encounter, especially when multiple specialists are involved in
treating their disease? I am not referencing physical fatigue; that could also
play a part. I am referencing how the patient is exhausted from doctor visits,
new meds, tests, treatments, hospitalizations, etc.<o:p></o:p></p>
<p class="MsoNormal">Patients view the healthcare system and what happens to them
as a total experience. The healthcare system, hospitals, doctors, etc., see the patient from the viewpoint of what they
are there for, not what the patient is experiencing across the entire
healthcare continuum. It’s compounded because nobody is talking to one another on
the professional side and sharing information.<o:p></o:p></p>
<p class="MsoNormal">And we wonder why patients are not compliant or complaining
to anyone who listens.<o:p></o:p></p>
<p class="MsoNormal">I get that sometimes patients complain because that is their
nature or are none compliant for various reasons. <o:p></o:p></p>
<p class="MsoNormal">However, that does not absolve the hospital or other providers
during the engagement and experience process from not recognizing that the patient
may be experiencing medical treatment fatigue. <o:p></o:p></p>
<p class="MsoNormal">Providers need to understand the patient as a whole if you
want to engage the patient and have a “good” experience. That only will happen
when providers’ data systems can be mined at the individual patient level to
view the totality of their experiences. Generative AI would be an excellent
tool to employ in this regard.<o:p></o:p></p>
<p class="MsoNormal">Generative AI can create text, content, and images when the
possibility of ”patient fatigue” exists. It’s about engaging the patient in meaningful
ways and improving the experience. Being aware of and attempting to address
patient fatigue will have significant positive effects on the provider’s brand, revenue, and reputation in the market.<o:p></o:p></p>
<p class="MsoNormal">Instead of continually running those interruptive marketing
campaigns around new awards, technology, facilities, or services to attract new
patients that don’t necessarily exist, think outside the customary box of echo
chamber group think. Try improving your view of the patient from a singular
disease state to an engagement and experience model based on multiple
independent interactions and how each interaction impacts the next.<o:p></o:p></p>
<p class="MsoNormal">Using the provider’s marketing departments in this way, you’ll
improve the brand, reputation, experience, and engagement, increase loyalty,
and drive return use of services. And that revenue generation should make finance happy as well too.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an <a name="_Hlk87937758">internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </a></i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>, and <a name="_Hlk139869491"></a></i></span><a href="https://newsmast.org/home"><i>Newsmart</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-30767541389345722652023-06-27T12:59:00.001-05:002023-07-07T11:04:20.673-05:00Healthcare RCM Vendor AI Claims – Are Real or Vaporware? Part 2: RFI & RFP Questions<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMQBaLp9vXyweb4K7tIz_C-3M51MlmQfSGrWi3oJsFM8s7ZG3bLgTKktIpo1xywu0FXPVsf483uIXLxgi9M7L2e6uYzwO0SsWgFIk1wEKH50xf1aLlndpO-vWqiFGT74MTzTMWqpnCY3fzhJjgG6kOgLm3khBU6tF1130rdcqOS4Rs7F15IbqEcTj2SJg/s1920/artificial-intelligence-3382521_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMQBaLp9vXyweb4K7tIz_C-3M51MlmQfSGrWi3oJsFM8s7ZG3bLgTKktIpo1xywu0FXPVsf483uIXLxgi9M7L2e6uYzwO0SsWgFIk1wEKH50xf1aLlndpO-vWqiFGT74MTzTMWqpnCY3fzhJjgG6kOgLm3khBU6tF1130rdcqOS4Rs7F15IbqEcTj2SJg/w400-h266/artificial-intelligence-3382521_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/artificial-intelligence-brain-think-3382521/" target="_blank">Image by Gerd Altmann form Pixabay.</a></td></tr></tbody></table><p>As Artificial Intelligence (AI) claims proliferate at an astounding
pace in healthcare Revenue Cycle Management (RCM) vendors, said vendors for
hospitals and physicians appear with slick marketing touting their RCM AI
capabilities.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">One day no, we don’t, then the next day, yes, we do.<o:p></o:p></p>
<p class="MsoNormal">Really?<o:p></o:p></p>
<p class="MsoNormal">AI isn’t some off-the-shelf technology system that you can
magically develop internally in a matter of days and claim you have the answer
to solve the healthcare provider coding, billing, denial management, and
collections challenges.<o:p></o:p></p>
<p class="MsoNormal">Or is process automation made to resemble AI in the sales
talking points?<o:p></o:p></p>
<p class="MsoNormal">How is one to tell AI RCM fact from fiction?<o:p></o:p></p>
<p class="MsoNormal"><i>Enter the new set of questions for your AI Request for Information (RFI) or Request for Proposal (RFP). </i>(Note that I have focused this article on the healthcare
RCM industry. Still, these questions can be used with any other provider segment,
like group purchasing, marketing, etc., when developing the RFI or RFP.)</p>
<p class="MsoNormal">Determining whether a company has expertise in artificial
intelligence (AI) can be challenging, especially with the increasing prevalence
of AI-related claims. However, you can consider several key factors to evaluate
a company’s AI capabilities. Additionally, A little common sense goes a long
way here too.<o:p></o:p></p>
<p class="MsoNormal">Here are the questions one needs to ask in an RFI or RFP to
evaluate an RCM vendor’s AI claims. I have organized the questions by relatable
sections that will help youdefine if the vendor’s claims are genuine or vaporware. All
questions must be answered in detail.<o:p></o:p></p>
<b><i>Company Background </i></b><br />Provide a detailed description of the company’s <br />a. History - from founding to the current day <br />b. Reputation – How do your customers and market perceive you as a vendor to do business with? <br />c. Track record – What is the company’s relevant experience and expertise in AI? <br />d. Provide any information on your AI research, development, or collaborations with established AI organizations. <br /><br /><b><i>Leadership and AI Team </i></b><br />a. List your senior management team members, experience, and qualifications to lead the company. <br />b. List the primary team members for leading and participating in the AI product development along with their experience and qualifications. <br />c. Are there experts with academic backgrounds in AI, such as machine learning or data science, on the team? Provide any publications, patents, or contributions to the AI field by team members. <br />d. List AI consultants the company uses in development or for ongoing AI expertise. <br /><br /><b><i>AI Products and Services </i></b><br />a. Can you clearly and concisely explain how your AI works? Provide your descriptions. <br />b. What can it do? <br />c. What can it not do? <br />d. What is the size and complexity of the AI model? <br />e. What was the training data used? <br />f. What is the accuracy of the AI’s predictions? <br />g. Provide all relevant materials related to your company’s AI offerings. <br />h. Provide detailed descriptions of the approach to your AI works. <br />i. Algorithms used <br />j. Types of data leveraged. <br />k. Provide examples or case studies demonstrating the company’s AI capabilities. <br />l. Has the company successfully implemented AI in practical applications? <br />m. Provide tangible results or testimonials from satisfied customers. <br /><br /><b><i>Partnerships or collaborations </i></b><br />a. Has the company collaborated or partnered with other established AI organizations, universities, or research institutions? <br />b. List the names of collaborator and partnership organizations. <br /><br /><b><i>Industry Recognition or Awards </i></b><br />a. Has the company received recognition or awards in the AI field? <br />b. List the awarding organization(s) or publication(s) and provide a copy of the award or recognition documents. <br /><br /><b><i>Demonstrations or Trials </i></b><br />a. Will the company provide a demonstration or trial of its AI technology? <br />b. Can the system be tested in action with our data? <br /><br /><b><i>Independent verification </i></b><br />What independent third parties have verified that the claims about its AI capabilities are genuine? This could include academic research, industry publications, or government agencies. <br /><br /><b><i>Additional considerations for internal discussions. </i></b><br />1. Did the company provide examples of how its AI has been used to solve real-world problems? <br />2. Has the company been transparent about the data that was used to train its AI model? <br />3. Is there a track record of success? <br /><p class="MsoNormal">There are many companies out there that are making false or
misleading claims about their AI capabilities. Doing an RFI or RFP to identify
companies with a solid success track record is the only way to separate real AI
from process automation sold as AI. <o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><i><a href="https://mas.to/@michaelk">Mastodon</a>, and <a href="https://www.threads.net/@michaelkrivich">Threads</a>.</i></p>
<p class="MsoNormal" style="background: repeat white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-30075307315696946822023-06-04T10:03:00.000-05:002023-06-04T10:03:30.452-05:00How to Tell if Healthcare RCM Vendor AI Claims – Are Real or Vaporware? <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDuNk_jXgP8VYKv5AkRWp7nzVZbY-Cir731srDGtGhi0Y8XgK0APfYfO6G88_MagmgKfeKcgbBzMJuMMnISXh63ZelO6BuECiGQqfeRfHxb2fmojANnOXWy5KYj34o8iAssMLL4NHNSRGMLa0xrXoMDrKLgqcW3EuW1W6OqfitrZG5UENRfXG4o-Wh/s1920/vicki%20hamilton%20technology-7772914_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1026" data-original-width="1920" height="342" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDuNk_jXgP8VYKv5AkRWp7nzVZbY-Cir731srDGtGhi0Y8XgK0APfYfO6G88_MagmgKfeKcgbBzMJuMMnISXh63ZelO6BuECiGQqfeRfHxb2fmojANnOXWy5KYj34o8iAssMLL4NHNSRGMLa0xrXoMDrKLgqcW3EuW1W6OqfitrZG5UENRfXG4o-Wh/w640-h342/vicki%20hamilton%20technology-7772914_1920.jpg" width="640" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/technology-circuit-board-head-7772914/" target="_blank">Image by Vicki Hamilton from Pixabay.</a></td></tr></tbody></table><p>Seems like a nearly daily occurrence that healthcare Revenue
Cycle Management (RCM) vendors for hospitals and physicians come out with slick
marketing touting their Artificial Intelligence (AI) capabilities.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Really?<o:p></o:p></p>
<p class="MsoNormal">AI isn’t some off-the-shelf technology system that you can
magically develop internally in a matter of days and claim you have the answer
to solve the healthcare provider coding, billing, denial management, and
collections challenges.<o:p></o:p></p>
<p class="MsoNormal">But hey, everybody loves using buzzwords, especially when
there is confusion in the market around definitions. Besides, the imagery of AI
allows RCM vendors to create beautiful marketing slicks and videos touting
their “AI” capabilities.<o:p></o:p></p>
<p class="MsoNormal"><i>Is it AI or process automation made to resemble AI in the
sales talking points?</i><o:p></o:p></p>
<p class="MsoNormal">I guess it’s more process automation if you can look behind
the curtain than AI. That is if the RCM vendor is transparent and lets you
look.<o:p></o:p></p>
<p class="MsoNormal"><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTHDGBagWiIC-RUG0lv38_wRI8PTBXsVYo7IgrXaa795eTXBR0KHk00ImpnQ6cDuMup5BP_Ek5ZRX-hksCvHLEftyAAHXbeyqdSMp5Bsl5k33ogcjAyexPE1LgobfjJD-tLzWD3HZLlryT2qrbi7E9ZA15muwtflcjYd_5DwBHSn5TKNsiboG0PotG/s1920/truth-257160_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1440" data-original-width="1920" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTHDGBagWiIC-RUG0lv38_wRI8PTBXsVYo7IgrXaa795eTXBR0KHk00ImpnQ6cDuMup5BP_Ek5ZRX-hksCvHLEftyAAHXbeyqdSMp5Bsl5k33ogcjAyexPE1LgobfjJD-tLzWD3HZLlryT2qrbi7E9ZA15muwtflcjYd_5DwBHSn5TKNsiboG0PotG/w400-h300/truth-257160_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/truth-lie-street-sign-contrast-257160/" target="_blank">Image by Gerd Altmann from Pixabay.</a></td></tr></tbody></table></p><p class="MsoNormal"><i>How is one to tell AI RCM fact from fiction?</i></p><p class="MsoNormal">I spent some time researching and asking that very question. My purpose was to understand how you
can tell if an RCM vendor’s AI claims are factual or vaporware.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>I learned that determining whether a company has expertise
in artificial intelligence (AI) can be challenging, especially with the
increasing prevalence of AI-related claims. However, you can consider several
key factors to evaluate a company’s AI capabilities. Additionally, a little
common sense goes a long way here too.</i><o:p></o:p></p>
<p class="MsoNormal">Here are some ways to evaluate an RCM vendor’s AI claims.
Oh, and if you’re sending out RFPs or RFIs, you should create an Artificial Intelligence
section on your document and turn these into questions to be answered. </p><i><b>1. Research the company’s background: </b>Look into the company’s history, reputation, and track record. Check if they have relevant experience and expertise in AI. Look for information on their AI research, development, or collaborations with established AI organizations.</i><p class="MsoNormal"><i><b>2. Assess their team:</b></i> Examine the company’s team members and the<i>ir qualifications. Do they have experts with academic backgrounds in AI, such as machine learning or data science? Look for publications, patents, or contributions to the AI field by team members. This will help you determine if the company has credible individuals who understand AI.</i></p><p class="MsoNormal"><i><b>3. Investigate their AI products or services:</b> Examine the specifics of the company’s AI offerings. Look for detailed descriptions of how their AI works, what algorithms they use, and what types of data they leverage. A transparent and well-documented approach indicates that the company deeply understands AI and its application.</i></p><i><b>4. Evaluate real-world examples:</b> Seek examples or case studies demonstrating the company’s AI capabilities. Has the company successfully implemented AI in practical applications? Can they provide tangible results or testimonials from satisfied customers? Real success stories can indicate that the company’s AI claims are backed by substance.</i><div><i><br /><b>5. Consider partnerships or collaborations:</b> Assess the company’s collaborations or partnerships with other established AI organizations, universities, or research institutions. Engaging with reputable partners in the AI community can suggest that the company has access to relevant expertise and resources.</i></div><div><i><br /><b>6. Look for industry recognition or awards:</b> Check if the company has received recognition or awards in the AI field. Winning industry awards or being acknowledged by reputable organizations can indicate that their AI solutions are well-regarded and effective.</i></div><div><i><br /><b>7. Request demonstrations or trials:</b> If possible, ask the company for a demonstration or trial of their AI technology. Observing the system in action or testing it with your own data can provide insights into its capabilities and performance.</i></div><div><i><br /><b>8. Look for independent verification.</b> If a company is making claims about its AI capabilities, it’s essential to see if independent third parties have verified those claims. This could include academic research, industry publications, or government agencies. Take into account a variety of perspectives to form a well-rounded view.</i></div><div><i><br /><b>9. Ask specific questions. </b>When evaluating a company’s AI claims, asking specific questions about how the AI works and what it can do is essential. For example, you could ask about the size and complexity of the AI model, the training data that was used, and the accuracy of the AI’s predictions.</i></div><div><i><br /><b>10. Beware of buzzwords. </b>Some companies use buzzwords like “AI” and “machine learning” to make their products sound more sophisticated than they really are. It’s essential to be skeptical of claims that sound too good to be true.</i></div><div><i><br /><b>11. Do your own research</b>. The best way to determine whether a company’s AI claims are valid is to do your own research. This could involve reading articles, watching videos, or talking to experts.</i></div><div><i><br /></i><div><i><b>12. Does the company clearly and concisely explain how its AI works? <br /></b></i><p class="MsoNormal">If you’re still unsure whether a company’s AI claims are
valid, it’s always best to err on the side of caution. There are many companies
out there that are making false or misleading claims about their AI
capabilities. Doing your research and only trusting companies with a solid
success track record is essential.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the<a name="_Hlk87937758"> </a></i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p></div></div>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-85848998480309794652023-05-31T08:01:00.000-05:002023-05-31T08:01:49.295-05:00The Ten Ways Highly Successful Salespeople Use LinkedIn for Prospecting<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5OuKwahfj8Hsla4JSUkumlhdV-hlOF8AZKWAP0fSUPQKB2lPInVSw7bx5BVPvPaLjX_vxwS1qw11Dg-y4Xr_HpWifUmwhFehJal-B_Ie7E0jc1dy3DEXGmIdVZgtLrC95cXEiNrl2cg28A32Ydng4if9k0jtSGG5xbe98lghGJXmQjztnAhZy7SiS/s1920/andreas%20loan-work-1331296_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1920" data-original-width="1280" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5OuKwahfj8Hsla4JSUkumlhdV-hlOF8AZKWAP0fSUPQKB2lPInVSw7bx5BVPvPaLjX_vxwS1qw11Dg-y4Xr_HpWifUmwhFehJal-B_Ie7E0jc1dy3DEXGmIdVZgtLrC95cXEiNrl2cg28A32Ydng4if9k0jtSGG5xbe98lghGJXmQjztnAhZy7SiS/w266-h400/andreas%20loan-work-1331296_1920.jpg" width="266" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/loan-work-selling-labour-market-1331296/" target="_blank">Image by andreas160578 from Pixabay</a></td></tr></tbody></table><p>Ever wonder why LinkedIn isn’t as successful for you as
others?</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">One of the most common misconceptions about using LinkedIn
by salespeople is that they don’t have to put the work in for successful
prospecting. LinkedIn also perpetuates this by selling the Sales Navigator tool
for prospecting. Please don’t take me wrong, the Sales Navigator is a valuable
tool, but it is not the be-all-end-all
for your prospecting efforts. <o:p></o:p></p>
<p class="MsoNormal">In my marketing and sales operations experience, from
leading and integrating marketing for effectiveness and efficiency into sales
organizations and leading sales operational support, I have had an up close and
personal view of LinkedIn use.<o:p></o:p></p>
<p class="MsoNormal"><i>Generally, it’s not pretty how some salespeople use or
don’t LinkedIn.<o:p></o:p></i></p>
<p class="MsoNormal">Think about it. If everyone on LinkedIn used the platform to
its fullest prospecting sales potential, would there continue to be a nearly
daily stream of posts and blogs for using LinkedIn?<o:p></o:p></p>
<p class="MsoNormal">I have learned over the years that there are ten things
highly successful salespeople do on LinkedIn daily to prospect, connect, and
close deals successfully. They use LinkedIn to its fullest prospecting
potential. <o:p></o:p></p>
<p class="MsoNormal">These successful salespeople understand two basic premises. LinkedIn
is a powerful platform for sales professionals to prospect and connect with
potential customers. Two, using LinkedIn takes commitment and use time set
aside daily to be successful.<o:p></o:p></p>
<p class="MsoNormal"><i>The highly successful salesperson does the following ten
things daily. That is why they are sales superstars in their organizations
irrespective of industry. <o:p></o:p></i></p>
<p class="MsoNormal">Here are the ten best practices for using LinkedIn for
prospecting: </p><i><b>1. Optimize Your Profile:</b> Ensure your LinkedIn profile is complete, professional, and reflects your expertise. Highlight your achievements, skills, and relevant experience. A well-crafted profile helps build credibility and trust with prospects. <br /><br /><b>2. Identify Ideal Prospects: </b>Use LinkedIn’s search filters to identify prospects who fit your target audience. Narrow down your search based on location, industry, job title, and other relevant criteria. This allows you to focus your efforts on individuals more likely to be interested in your product or service. <br /><br /><b>3. Personalize Connection Requests:</b> When sending connection requests, avoid using generic messages. Personalize each request by mentioning a common interest, a recent article they shared, or a mutual connection. A personalized message increases the likelihood of acceptance and engagement. <br /><br /><b>4. Join and Engage in Relevant Groups:</b> Participating in LinkedIn groups relevant to your industry or target audience can help you connect with potential prospects. Share valuable insights, contribute to discussions, and provide solutions to common challenges. This establishes your expertise and can lead to new connections and prospects. <br /><br /><b>5. Utilize Advanced Search:</b> LinkedIn’s Advanced Search feature allows you to refine your search by various parameters, including company size, seniority level, and more. This helps you find decision-makers within target organizations more likely to have purchasing authority. <br /><br /><b>6. Leverage Sales Navigator: </b>Consider upgrading to LinkedIn Sales Navigator, a premium subscription for sales professionals. Sales Navigator offers advanced search and lead management features, allowing you to save leads, track their activities, and receive updates on their engagement. <br /><br /><b>7. Engage with Content: </b>Regularly share insightful content, industry news, and relevant articles on LinkedIn. Engage with other users’ content by liking, commenting, and sharing. This helps you build your professional network, stay on prospects’ radars, and showcase your expertise. <br /><br /><b>8. Send Personalized Messages: </b>When reaching out to prospects, send personalized messages focusing on their needs or pain points. Avoid generic sales pitches and demonstrate how your product or service can provide value to them. Be authentic and genuine, and always offer to help. <br /><br /><b>9. Request Introductions:</b> Leverage your existing connections by asking for introductions to prospects in their networks. A warm introduction can significantly increase your chances of starting a conversation and building a relationship with a potential customer. <br /><br /><b>10. Track and Follow Up: </b>Keep track of your interactions and conversations with prospects using LinkedIn’s built-in notes and tags feature or an external CRM system. Regularly follow up with prospects to nurture the relationship and move them along the sales pipeline.</i><p class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;"><o:p></o:p></p>
<p class="MsoNormal">Remember, effective prospecting on LinkedIn requires a
combination of personalized outreach, valuable content sharing, and active
engagement with your target audience. By following these best practices, you
can maximize your chances of connecting with potential customers and generating
successful sales leads.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the<a name="_Hlk87937758"> </a></i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-30811867886740677082023-05-23T13:46:00.000-05:002023-05-23T13:46:17.223-05:00Why Should Hospitals Invest in Marketing? <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhd5Ek31mrRiQ6-3CL90VKEUcGIUXJje_O15dt2zXY3SodtEbJyg3YjM3oiXLJcMB9eWsNRVHskbzoV5kiMTWLkLzCXzTF2M1g-ZEE-PDD4QV2g3APm2QksOTu3hIRyFiFyLQxOEOf_MedZigB7J51Lmaf5I1q3QQzlA6JwLNIZ85P9GOkVIcVWwsGJ/s1920/businessman-4281478_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="764" data-original-width="1920" height="159" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhd5Ek31mrRiQ6-3CL90VKEUcGIUXJje_O15dt2zXY3SodtEbJyg3YjM3oiXLJcMB9eWsNRVHskbzoV5kiMTWLkLzCXzTF2M1g-ZEE-PDD4QV2g3APm2QksOTu3hIRyFiFyLQxOEOf_MedZigB7J51Lmaf5I1q3QQzlA6JwLNIZ85P9GOkVIcVWwsGJ/w400-h159/businessman-4281478_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/businessman-clock-wrist-watch-board-4281478/" target="_blank">Image by Gerd Altmann from Pixabay.</a></td></tr></tbody></table><p>Seems like a simple question, no? But in today’s hospital
ecosystem of declining reimbursement and over-regulation, marketing, more often
than not, is considered a necessary evil by CFOs as those resources impact the
hospital’s ability to meet the debt service for which they are highly leveraged.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Think about it; the patient only matters to the hospital when
reimbursement is involved and could care less about engagement and experience.
Oh, I know, many will take issue with that statement but let’s be honest for a
change. Marketing is an expense that has difficulty proving revenue attribution
from marketing efforts. <o:p></o:p></p>
<p class="MsoNormal">The other issue is hospital and Board leadership’s preoccupation
with messaging about all the nifty features, bricks-and-mortar, and gee-whiz
technology. Never mind that patients and potential patients desire to know the
price they will pay and the benefits of using the hospital.<o:p></o:p></p>
<p class="MsoNormal">Since there is little appetite for marketing experience and
benefits, which engage the patient or consumers meaningfully, marketing resources
are chipped away. <o:p></o:p></p>
<p class="MsoNormal">This is unfortunate because if hospital leadership understood
the power of marketing and got out of the way, marketing correctly could attract
patients and grow revenue. <o:p></o:p></p>
<p class="MsoNormal"><i>For all the hospital CFOs and leadership, here is a Marketing
101 primer on why you should invest in a vibrant marketing operation. </i></p><i><b>1. Increasing Awareness:</b> Effective marketing helps hospitals raise awareness about their services, facilities, and medical expertise. By promoting their strengths and specialties, hospitals can attract potential patients who may not be aware of their full range of services. <br /><b>2. Building Trust and Credibility</b>: Marketing allows hospitals to establish and reinforce their reputation as trusted healthcare providers. By sharing success stories and patient testimonials and showcasing the expertise of their medical staff, hospitals can build trust and credibility within their community. <br /><b>3. Patient Acquisition and Retention:</b> Marketing efforts can help hospitals attract new patients and retain existing ones. Through targeted advertising, hospitals can reach their target audience and communicate the unique value they offer. This can lead to increased patient acquisition and loyalty, ensuring a steady stream of patients in the long term. <br /><b>4. Differentiation from Competitors:</b> Hospitals must differentiate themselves from other providers in today’s competitive healthcare landscape. Marketing allows hospitals to highlight their unique features, such as advanced technology, specialized treatments, or personalized care, which can set them apart. <br /><b>5. Educating the Community:</b> Hospitals can use marketing to educate the community about important health topics, preventive measures, and available healthcare resources. By providing valuable information through content marketing, social media, or community outreach programs, hospitals can position themselves as reliable sources of health information and promote overall well-being. <br /><b>6. Attracting Talented Staff:</b> Effective marketing can help hospitals attract talented healthcare professionals. By showcasing the hospital’s culture, cutting-edge research, professional development opportunities, and work-life balance initiatives, hospitals can appeal to top-tier physicians, nurses, and other medical staff. <br /><b>7. Enhancing Community Engagement:</b> Marketing allows hospitals to engage with the local community actively. By participating in community events, sponsoring health-related initiatives, and organizing educational programs, hospitals can foster meaningful connections and demonstrate their commitment to the well-being of their community. <br /><b>8. To generate leads and sales.</b> Ultimately, the goal of marketing is to generate leads and sales. By investing in marketing, hospitals can increase the number of patients they see and the revenue they generate.
</i><p class="MsoNormal">In addition to these benefits, marketing can also help
hospitals to: </p><i>A. Improve patient satisfaction <br />B. Increase employee morale <br />C. Attract new physicians and staff </i><br /><i>D</i>. Stay ahead of the competition
<br />
<p class="MsoNormal">Here are some specific marketing strategies that hospitals
can use to reach their target audience: </p><i><b>1. Digital marketing:</b> This includes using channels like search engine optimization (SEO), pay-per-click (PPC) advertising, social media, and email marketing. <br /><b>2. Public relations:</b> This involves generating positive media coverage about the hospital. <br /><b>3. Event marketing </b>includes hosting events such as health fairs and educational seminars. <br /><b>4. Direct mail</b> involves sending letters, brochures, and other materials to potential patients.</i>
<p class="MsoNormal">The best marketing strategy for a particular hospital will
depend on its target audience, budget, and goals. However, by investing in
marketing, hospitals can reach more patients, improve their reputation, and
increase their bottom line.<o:p></o:p></p>
<p class="MsoNormal">It’s your choice. Invest wisely in marketing, or slowly fade
into oblivion.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-992310072909730292023-04-16T12:00:00.000-05:002023-04-16T12:00:47.054-05:00Using AI to Support Hospital Marketing Engagement Efforts & Reduce Costs<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_lZzaGgo_YvpIiYBHXCdTz9waCMTzRJ44kBfPZVBCZWc3mdaZMywR4E1BmQoVRqUft29_tjV7tXP9q9SQJIqXV6gNjVI1C_9eNdzWSHHl2KFNkdBdYIC71pH9CEsYYdzKvmlXwcpqH2H7r-Wjib8cx6exw1Ia5fWAIK4TUDVYH01P56f8jdQ51CcM/s1920/vicky%20hamilton%20technology-7772914_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1026" data-original-width="1920" height="214" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_lZzaGgo_YvpIiYBHXCdTz9waCMTzRJ44kBfPZVBCZWc3mdaZMywR4E1BmQoVRqUft29_tjV7tXP9q9SQJIqXV6gNjVI1C_9eNdzWSHHl2KFNkdBdYIC71pH9CEsYYdzKvmlXwcpqH2H7r-Wjib8cx6exw1Ia5fWAIK4TUDVYH01P56f8jdQ51CcM/w400-h214/vicky%20hamilton%20technology-7772914_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/technology-circuit-board-head-7772914/" target="_blank">Image by Vicky Hamilton from Pixabay.</a></td></tr></tbody></table><p>At this early stage of the AI game, I think the answer to
the headline statement is yes—abet on a limited scale, but still, yes.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">While test driving Open AI Chat GPT and being invited by
Google to test their experimental AI program, Bard, I found both helpful in
creating patient-focused content. AI-generating content is an essential lesson as
hospitals and health systems continue to reduce marketing spend. <o:p></o:p></p>
<p class="MsoNormal">While not perfect, and the content generated needs to be reviewed
internally by medical professionals, the time to produce patient-friendly material
is a boon. AI at this stage can be focused on enhancing the patient relationship
and experience in a far more timely manner. <o:p></o:p></p>
<p class="MsoNormal">Think of all the cost savings if you still have any semblance
of a marketing communications staff or using a marketing communications service
to create content. Couple that with your marketing automation tech stack, and
the engagement and cost savings opportunities become apparent. For the most
part, healthcare marketing is still features-based, and AI opens up the chance
to become benefits for patient engagement based. <o:p></o:p></p>
<p class="MsoNormal">I mean, how my times can the hospital or health system rebrand
itself? Do you think that changing the brand name will do anything to change patient
engagement or experience? That is such a bricks-and-mortar approach to a serious
challenge of the hospital being able to differentiate itself in the marketplace
and meaningfully engage the patient.<o:p></o:p></p>
<p class="MsoNormal">So while the hospital or health system continues to reduce the
overall marketing budget, the problem remains. How can you engage the patient
absent price transparency can be answered by using AI?<o:p></o:p></p>
<p class="MsoNormal">I posed two questions to Open AI Chat GPT, and are the
responses.<o:p></o:p></p>
<p class="MsoNormal"><b><i>How can a hospital use artificial intelligence to
engage patients?<o:p></o:p></i></b></p>
<p class="MsoNormal"><i>“There are several ways that a hospital can use
artificial intelligence (AI) to engage patients, including:<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>Personalized Communication</i></b><i>: AI can help
hospitals to create personalized communication with patients by analyzing their
health data, medical history, and treatment plans. With this information, AI
can create tailored messages that speak to individual patients, which can help
to increase their engagement with their care.<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>Predictive Analytics</i></b><i>: AI can help hospitals
use predictive analytics to identify patients at risk of developing certain
conditions or complications. By identifying patients who may need additional
care, hospitals can engage with them proactively and provide targeted
interventions to help prevent health issues from developing.<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>Chatbots and Virtual Assistants</i></b><i>: Hospitals
can use AI-powered chatbots and virtual assistants to provide patients with
24/7 access to information and support. These virtual assistants can help
patients to book appointments, access test results, and get answers to their
questions, which can help to improve patient engagement and satisfaction.<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>Remote Monitoring</i></b><i>: AI can help hospitals to
monitor patients remotely, using wearable devices and other connected
technologies. By collecting and analyzing data from these devices, hospitals
can identify trends and patterns that can help to predict health issues before
they occur. This can help patients to stay engaged with their care, even when
they are not physically present at the hospital.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Overall, AI can help hospitals to engage patients by
providing personalized communication, predictive analytics, virtual assistants,
and remote monitoring. Hospitals can use these tools to create a more
patient-centered approach to care, leading to better outcomes and higher
patient satisfaction.”<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>How can the use of AI reduce hospital marketing costs?<o:p></o:p></i></b></p>
<p class="MsoNormal"><i>“The use of AI can help hospitals reduce marketing costs
in several ways:<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>Targeted Marketing</i></b><i>: AI can help hospitals
to identify and target specific patient populations based on their demographic
data, health history, and other factors. Hospitals can use AI-powered
algorithms to create targeted marketing campaigns that are more likely to
resonate with specific patient groups. This can help hospitals reduce their
overall marketing spend by focusing on the most promising patient segments.<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>Predictive Analytics</i></b><i>: AI can help hospitals
use predictive analytics to identify patients most likely to need specific
medical services or procedures. By identifying these patients, hospitals can
target their marketing efforts more effectively, which can help to reduce
overall marketing costs.<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>Automation</i></b><i>: AI can help hospitals to
automate specific marketing tasks, such as email campaigns and social media
posts. Hospitals can reduce the time and resources required to manage marketing
efforts by automating these tasks, leading to significant cost savings.<o:p></o:p></i></p>
<p class="MsoNormal"><b><i>Data Analysis</i></b><i>: AI can help hospitals to
analyze large volumes of data to identify trends and patterns in patient
behavior. By analyzing this data, hospitals can gain insights into which marketing
campaigns are most effective and which ones are not. This can help hospitals to
optimize their marketing efforts and reduce costs associated with ineffective
campaigns.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Overall, using AI can help hospitals reduce marketing
costs by enabling targeted marketing, predictive analytics, automation, and
data analysis. By leveraging these capabilities, hospitals can create more
efficient and effective marketing strategies that reach suitable patients at
the right time, leading to improved patient engagement and better health
outcomes.”<o:p></o:p></i></p>
<p class="MsoNormal">As hospital and health system marketing budgets and staffing
levels are reduced, AI can fill in the missing pieces for a far more effective and
efficient hospital or health system marketing operation.<o:p></o:p></p>
<p class="MsoNormal">The CFOs should love that too.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a retired healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions expressed
are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-67164222217860732222023-04-02T12:49:00.000-05:002023-04-02T12:49:10.219-05:00Using Open AI ChatGPT for Hospital Marketing. An Experiment.<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgry40K4xF9yWw93JZj33oTe4SB7H2tkY-ZGSKm6rixVw3EHlJJOVgODMxWi9_2PqO8GtlGaAO6CebRsDWIV_lfdiTrAK75DQCHZs7UC31kBrqlf9gU1R7pN4iI7usWKNbK51NdAGMKABeHGogPZXI0RX6laq2x7QcuWst99c3pv5MXR8cGCo9_2AEK/s1920/artificial-intelligence-2167835_1920.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1285" data-original-width="1920" height="268" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgry40K4xF9yWw93JZj33oTe4SB7H2tkY-ZGSKm6rixVw3EHlJJOVgODMxWi9_2PqO8GtlGaAO6CebRsDWIV_lfdiTrAK75DQCHZs7UC31kBrqlf9gU1R7pN4iI7usWKNbK51NdAGMKABeHGogPZXI0RX6laq2x7QcuWst99c3pv5MXR8cGCo9_2AEK/w400-h268/artificial-intelligence-2167835_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/artificial-intelligence-robot-ai-2167835/" target="_blank">Image by Gerd Altmann from Pixabay</a></td></tr></tbody></table><p>With all the chatter and buzz about Artificial Intelligence around
<i><a href="https://openai.com/">Open AI</a></i> and ChatGPT, I decided to try it for hospital marketing.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">I queried three broad basic marketing strategy questions. <o:p></o:p></p>
<p class="MsoNormal">What are the best ways to accomplish: 1) attract patients, 2) engage patients, and 3)
the best content to use in social media? I did throw in a fourth wild card
question, but you will have to read the article to the end to learn the
question and answer. <o:p></o:p></p>
<p class="MsoNormal">The answers were very standard about how the hospital should
go about marketing. The caveat was a surprise as a reminder, even though ChatGPT
substituted “practices” for “patients” in assessing your target audience and
tailoring marketing efforts accordingly. <o:p></o:p></p>
<p class="MsoNormal">Most hospitals probably do these marketing activities in one
form or another, but sometimes not at all. Hospitals and health systems continue
their marketing efforts following an inconsistent interruptive pattern, not as
a continuous brand presence strategy. Remember, presence builds preference.<o:p></o:p></p>
<p class="MsoNormal">I did not edit the responses I received to my questions. Though
conversational, Open AI may try integrating something like Grammarly into response
generation so that the answers can be rewritten for clarity and word choice in
some situations. <i>The ChatGPT responses are in italics as they appeared on my
screen, which I copied and pasted.<o:p></o:p></i></p>
<p class="MsoNormal"><b>What is the best way to attract new patients?<o:p></o:p></b></p>
<i>“There are several effective ways to attract new patients, and some of them include: <br /><br />1. Referral Programs: Offering incentives for current patients who refer new patients to your practice can be an effective way to attract new patients. <br /><br />2. Online Presence: Having a strong online presence with a website, social media, and online reviews can attract new patients who are searching for healthcare providers online. <br /><br />3. Community Outreach: Participating in community events and hosting health seminars can help to build your practice’s reputation and attract new patients. <br /><br />4. Patient Education: Providing informative resources such as blogs, videos, and brochures on your practice’s website can attract patients who are looking for information on their health concerns. <br /><br />5. Offering Specials: Offering discounts or specials on initial consultations or services can help attract new patients. <br /><br />6. Excellent Patient Experience: Providing an exceptional patient experience can help to build your practice’s reputation and encourage positive word-of-mouth referrals from current patients. <br /><br />It’s important to note that different strategies may work better for different types of practices, so it’s important to assess your target audience and tailor your marketing efforts accordingly.”</i>
<p class="MsoNormal"><b>How can hospitals effectively engage patients?<o:p></o:p></b></p>
<p class="MsoNormal"><i>“Hospitals can engage patients effectively by implementing the following strategies: <br /><br />1. Improve Communication: Hospitals can engage patients by improving communication. This includes providing clear, concise, and timely information about their health, treatment options, and any other relevant information. Hospitals should also listen actively to patients and their concerns. <br /><br />2. Utilize Technology: Hospitals can leverage technology to engage patients effectively. This includes providing online patient portals, telemedicine services, and mobile apps that allow patients to access their health information and communicate with their healthcare providers. <br /><br />3. Empower Patients: Hospitals can empower patients by involving them in their healthcare decisions. This includes educating them about their health conditions and treatment options, and encouraging them to take an active role in their care. <br /><br />4. Provide Support: Hospitals can engage patients by providing support throughout the healthcare journey. This includes providing emotional support, connecting patients with community resources, and offering post-discharge support. <br /><br />5. Personalize Care: Hospitals can engage patients by providing personalized care. This includes tailoring treatment plans to the patient’s unique needs and preferences, and addressing any cultural or language barriers that may impact their care. <br /><br />By implementing these strategies, hospitals can
effectively engage patients and improve the patient experience.”</i></p>
<p class="MsoNormal"><b>What is the best content hospitals can use in social
media?<o:p></o:p></b></p>
<i>“Hospitals can use social media as a powerful tool to engage with patients and the wider community, by sharing content that educates, inspires, and informs. Here are some types of content that hospitals can use to engage their audience effectively: <br /><br />1. Health Information: Hospitals can use social media to share health information on topics such as disease prevention, healthy living, and the latest medical advances. This information can be presented in a variety of formats, including infographics, videos, and blog posts. <br /><br />2. Patient Stories: Sharing patient stories can be a powerful way to connect with audiences and humanize healthcare. By featuring stories of patients who have overcome health challenges, hospitals can inspire others and demonstrate the impact of their care. <br /><br />3. Behind-the-Scenes: Hospitals can use social media to provide a behind-the-scenes look at their facilities and the work they do. This can include photos and videos of staff in action, tours of hospital departments, and interviews with healthcare professionals. <br /><br />4. Events and Activities: Hospitals can use social media to promote upcoming events and activities, such as health fairs, community outreach programs, and educational seminars. This can help build awareness and engagement among the community. <br /><br />5. Staff Spotlights: Hospitals can highlight their staff members and their achievements through social media. This can include recognizing employees for their outstanding work, sharing their professional accomplishments, and showcasing their personal interests and hobbies. <br /><br />By using social media to share informative and engaging content, hospitals can build trust and credibility with their audiences, foster positive relationships, and promote the benefits of their services.”</i>
<p class="MsoNormal"><b>Can a hospital or health system be considered a monopoly?<o:p></o:p></b></p>
<p class="MsoNormal"><i>“A hospital or health system can be considered a monopoly
if it has exclusive control over a particular geographic area or market for
healthcare services, which allows it to charge higher prices and limit
competition. However, whether a hospital or health system is considered a
monopoly depends on a variety of factors, including the size and scope of its
operations, the availability of alternative healthcare providers, and the
regulatory environment in which it operates.<o:p></o:p></i></p>
<p class="MsoNormal"><i>In general, healthcare providers are subject to federal
and state antitrust laws, which prohibit anticompetitive practices that harm
consumers. The Federal Trade Commission (FTC) and the Department of Justice
(DOJ) are responsible for enforcing these laws and investigating potential
antitrust violations.<o:p></o:p></i></p>
<p class="MsoNormal"><i>If a hospital or health system is found to be engaging in
anticompetitive behavior, the FTC or DOJ may take legal action to prevent or
remedy the harm to competition and consumers. This could include requiring the
hospital or health system to divest certain assets, cease certain practices, or
pay fines or damages.<o:p></o:p></i></p>
<p class="MsoNormal"><i>In conclusion, while a hospital or health system can be
considered a monopoly under certain circumstances, it is subject to regulatory
oversight and can be held accountable for anticompetitive behavior.”</i><o:p></o:p></p>
<p class="MsoNormal">The last wild card question results from the growing interest
and speculation that many of the problems associated with the current healthcare
system in the United States may stem from hospitals behaving in a monopolistic business
fashion in their markets. <o:p></o:p></p>
<p class="MsoNormal">Hospital and health systems form legal, economic cartels through
various State and Federal regulations, such as Certificates of Need to prevent
a competitor from adding new services, building a hospital, or stopping new
entrants. When actual competition is absent in a market, prices rise, leaving little
choice for patients, consumers, employers, and insurers. <o:p></o:p></p>
<p class="MsoNormal">ChatGPT can be a valuable tool in its present state with all
staff and budget reductions across the hospital industry. If nothing else, in
its current form, ChatGPT can be used as a check to make sure you’re headed in
the right direction and as proof for senior management of what you’re doing,
and it will improve over time. <o:p></o:p></p>
<p class="MsoNormal">Besides, senior management loves “gee whiz” technology, so
use it.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing, communications
strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><span class="MsoHyperlink"><i><span style="color: windowtext;">and</span> </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: 328.5pt; vertical-align: baseline;"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: none windowtext 1.0pt; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com1tag:blogger.com,1999:blog-209261059979891719.post-81043068210598224162023-03-06T07:44:00.001-06:002023-03-20T12:19:36.842-05:00Want a Winning Hospital Marketing Strategy? Market Your Prices.<p> </p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGA2oCBzkzNLQgntFZqUqH-m5WO1oioszzZYsNi0GWOoakveD9thv-DB1O6UGDx_982631vUSYym5iX1Kp-5OFHA6L8QLYkX842j5X8BYYpckRs16Rs9up6bo8c546GAIIMVzblP0W-uzFagu2U6mp4RhrPDfaEjJUi6mtkuBDZ-RvdtWpBh8LBBCl/s1920/julita%20cash-register-3125637_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGA2oCBzkzNLQgntFZqUqH-m5WO1oioszzZYsNi0GWOoakveD9thv-DB1O6UGDx_982631vUSYym5iX1Kp-5OFHA6L8QLYkX842j5X8BYYpckRs16Rs9up6bo8c546GAIIMVzblP0W-uzFagu2U6mp4RhrPDfaEjJUi6mtkuBDZ-RvdtWpBh8LBBCl/w400-h266/julita%20cash-register-3125637_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/cash-register-money-dollars-3125637/" target="_blank">Image by Julita from Pixabay</a></td></tr></tbody></table><p></p><p><i>Why do hospitals continue to fool around with all the
features advertising in attempting to attract patients when the consumer only
cares about the price?</i></p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">I can see the eyes rolling already at the thought of price
competition.<o:p></o:p></p>
<p class="MsoNormal"><i>But you know, hospital care is already a commodity. A
patient or consumer looks at the hospital, shrugs their shoulder, and says,
“seen one, seen them all.”<o:p></o:p></i></p>
<p class="MsoNormal">Regarding marketing the hospital, you can take only one of
three strategic positions in an undifferentiated market: price, product, or
quality. One can not dominate all three. You choose one to dominate, then set
measurable benchmarks to at least be competitive in the other two.<o:p></o:p></p>
<p class="MsoNormal">Competing for patients and consumers in the market on price
is a strategy. And a winning strategy at that because few, if any, hospitals in
a market take that position.<o:p></o:p></p>
<p class="MsoNormal"><i>It’s okay, you know, to market your hospital services
based on price. <o:p></o:p></i></p>
<p class="MsoNormal">But first, you need to remove yourself from the echo chamber
of associations and professional organizations that have you believing that
price competition is evil and unbecoming medical care. <o:p></o:p></p>
<p class="MsoNormal">It’s all just noise to confuse the patient and consumer with
mumbo jumbo nonsense to keep the transparency and accountability hawks at bay, keeping
hospitals from becoming truly competitive.<o:p></o:p></p>
<p class="MsoNormal">The associations and professional organizations are about
protecting what you have and stalling change as much as possible. Competition
improves quality, organizational performance, and price.<o:p></o:p></p>
<p class="MsoNormal">If you cared about the patient and consumer, as you claim
to, you’d give them what they want, which is price information to make
decisions. <o:p></o:p></p>
<p class="MsoNormal">And that is good marketing<o:p></o:p></p>
<p class="MsoNormal"><i>The consumer can make informed medical treatment
decisions based on price and, in the process, become loyal to the hospital for
other medical care. <o:p></o:p></i></p>
<p class="MsoNormal">It’s not hard for the patient or consumer since all
hospitals state they have high-quality, high-tech equipment, specialists, and
more. Those don’t make any difference, but the price does because the price is
the default patients and consumer use to differentiate hospitals in an
undifferentiated market.<o:p></o:p></p>
<p class="MsoNormal">Hospitals brought this problem on themselves. You made the
hospital a commodity by using the Appeal to Ignorance Fallacy in your marketing
and marcomms publications. <o:p></o:p></p>
<p class="MsoNormal"><i>The patient and consumers during the COVID-19 pandemic
learned very quickly that one only needs the hospital for three items,
emergency care, intensive care, and acute complex medical conditions. <o:p></o:p></i></p><p class="MsoNormal"></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixaw3ZCndKW7slC-yNSTdGIzoYsLcyAEyCihVpFJ-yCPBJ84hEwmGttLcGfX9aLPaHC42nXP7ZFxBxIqGAOz6G_-bJq5fzmKd-oiE2CkQfEWCK50Iw-Wm_qqMK6_u8cLAHlye_8iJ7p2Gum8KfIDfXggZ6vFJJlDe0TPwVwEO0Xw07PVWjlNE5qEgs/s1920/lukas%20money-3219289_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1272" data-original-width="1920" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixaw3ZCndKW7slC-yNSTdGIzoYsLcyAEyCihVpFJ-yCPBJ84hEwmGttLcGfX9aLPaHC42nXP7ZFxBxIqGAOz6G_-bJq5fzmKd-oiE2CkQfEWCK50Iw-Wm_qqMK6_u8cLAHlye_8iJ7p2Gum8KfIDfXggZ6vFJJlDe0TPwVwEO0Xw07PVWjlNE5qEgs/w400-h265/lukas%20money-3219289_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/money-wallet-finance-cash-business-3219289/" target="_blank">Image by Lukas from Pixabay.</a></td></tr></tbody></table><p></p><p class="MsoNormal">Out-of-pocket, deductibles, and copays are on the rise for
patients. And when it hits their pocketbook, all the “caring” messages you have
for them are meaningless. “You are supposed to care about me now; what will it
cost?”</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">The hospital or health system willing to be the first to
market their services based on price will be the winner in a commodity market.<o:p></o:p></p>
<p class="MsoNormal">What are you waiting for, someone to tell you it’s okay?<o:p></o:p></p>
<p class="MsoNormal">Well then, it’s okay, and I don’t care what my competitor’s
hospital, professional society, or association thinks about it because I want
to grow and thrive. <o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, </i></span><span class="MsoHyperlink"><i><span color="windowtext">and</span> </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-64851624970586032952023-02-22T10:44:00.001-06:002023-03-20T12:20:00.480-05:00Countering Medical Misinformation with Hospital & Physician Marketing, PR, & Social Media<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgorUAr8wyYCbCJUIc6Ho-x99sE6ZDLjeuGGzkpW4pk2lWFfAzomxyzEmJPyRt1ovKnfZN-355wXBFqCVigqgkq50nEGcYeFUAYJWx_dL83zjkCwNv_T_k9DCJub68Ub7SLvDQFEIFo86zRwH0_eaTO0yzm3C3xXTqqJitYKtADAPfu3jyr6KnlGFFI/s1920/biljana%20Janovoic%20social-media-6363633_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgorUAr8wyYCbCJUIc6Ho-x99sE6ZDLjeuGGzkpW4pk2lWFfAzomxyzEmJPyRt1ovKnfZN-355wXBFqCVigqgkq50nEGcYeFUAYJWx_dL83zjkCwNv_T_k9DCJub68Ub7SLvDQFEIFo86zRwH0_eaTO0yzm3C3xXTqqJitYKtADAPfu3jyr6KnlGFFI/w400-h266/biljana%20Janovoic%20social-media-6363633_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/social-media-social-networks-icons-6363633/" target="_blank">Image by Biljana Jovanovic from Pixabay.</a></td></tr></tbody></table><p>There were a couple of news items recently that caught my
attention. Both negatively impact the hospital and doctor as the trusted source
of medical information.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">The first article, <a href="https://www.mmm-online.com/home/channel/gen-z-millennials-turn-to-tiktok-instead-of-doctors-for-health-advice-heres-what-that-looks-like/"><i>Medical
Marketing and Media</i></a><i> </i>on February 17th, <i>“Gen Z, millennials
turn to TikTok instead of doctors for health advice”</i> by Lecia Bushak,
examined the study released by Hall & Partners that TikTok influencers are
to go to sources for medical information which may be just more and dangerous
medical misinformation.<o:p></o:p></p>
<p class="MsoNormal">The second article, from <a href="https://patientengagementhit.com/news/94-of-patients-want-patient-education-content-but-a-third-dont-get-it?utm_source=nl&utm_medium=email&utm_campaign=newsletter"><i>Patient
Data Access News</i></a>, <i>“94% of Patients Want Patient Education Content,
But a Third Don’t Get It,”</i> found that when patients don’t get the medical
information from their provider that they want, they turn to Google opening the
door to medical misinformation.<o:p></o:p></p>
<p class="MsoNormal">I have embedded links in the publication titles to take you
to the articles.<o:p></o:p></p>
<p class="MsoNormal">If hospitals and other providers believe, or even think,
they are the trusted source for medical information, you’re failing.<o:p></o:p></p>
<p class="MsoNormal"><i>Abrogating the expert status for medical information to
TikTok influencers is an incredible mismanagement of your responsibility to
your community.<o:p></o:p></i></p>
<p class="MsoNormal">There is no way to sugarcoat the impact on providers with
these movements in the patient market while you promote your next great social
media campaign or the bariatric center for weight loss.<o:p></o:p></p>
<p class="MsoNormal">With all the talk of patient engagement and experience
management, how do you reconcile what you say you are doing with the reality of
what patients are doing? If you’re not the trusted source for medical
information, then your engagement and experience efforts don’t seem to be
working.<o:p></o:p></p>
<p class="MsoNormal">It’s a tall order, but if you did not learn the lesson from
the pandemic on being a trusted source for medical information, then you were
not just paying attention. You also lost a significant opportunity to establish
the hospital as the medical information knowledge expert and fight
misinformation.<o:p></o:p></p>
<p class="MsoNormal">If you did establish the hospital as the medical knowledge
expert, the hospital needs to return to those steps and actions taken to
counter medical misinformation.<o:p></o:p></p>
<p class="MsoNormal"><i>Engagement marketing, in its most basic form, provides
compelling content and visual stories that meet your target audience’s needs.
In this case, reestablishing the hospital or physician as the medical information
go-to source becomes a critical step in engaging the patient. <o:p></o:p></i></p>
<p class="MsoNormal">The other issue from the studies driving patients and health
consumers to TikTok influencers and Google for medical information is the
perceived arrogance of medical providers in not answering questions or doing so
pejoratively. When you treat someone that way as a patient, they naturally won’t
ask other questions or even want to return. Patients and health consumers turn
to non-medical sources.<o:p></o:p></p>
<p class="MsoNormal"></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjU6QRTGsCfVqGIrvuufCSx-b2tT71aZMmwX1WWwh7-TL3qVYvFfGGJY-qTNpi0bHSVDxkARjciXz5GDOsZPp3Mdudu3Rc6qqV8GYAkgdDTyCHIKWq7Fp4tTJ8s5Rwx6sT2KqTFmpe83Af2jw6RPQ2sE05FEIKQSp8IDBvCQeSYf-z5Bg5gIUomnDzI/s1920/noname_13%20fake-1909821_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1314" data-original-width="1920" height="274" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjU6QRTGsCfVqGIrvuufCSx-b2tT71aZMmwX1WWwh7-TL3qVYvFfGGJY-qTNpi0bHSVDxkARjciXz5GDOsZPp3Mdudu3Rc6qqV8GYAkgdDTyCHIKWq7Fp4tTJ8s5Rwx6sT2KqTFmpe83Af2jw6RPQ2sE05FEIKQSp8IDBvCQeSYf-z5Bg5gIUomnDzI/w400-h274/noname_13%20fake-1909821_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/fake-fake-news-media-laptop-1909821/" target="_blank">Image by NoName_13 from Pixabay,</a></td></tr></tbody></table><p></p><i>We all know the dangers of medical misinformation and the costs associated with bad quasi-medical advice.</i><br />
<p class="MsoNormal">Reestablishing the hospital or physician as the medical information
expert is as mission-critical as new programs, services, and operational improvement.
<o:p></o:p></p>
<p class="MsoNormal">You all have marketing departments. You used them effectively,
for the most part, during the COVID-19 pandemic to establish the hospital in
your community, as the expert medical information source to counter
misinformation.<o:p></o:p></p>
<p class="MsoNormal">Sometimes hospital and physician marketing and public
relations are not sexy and are all about the features of what you do. Consistent
with the mission, there is a serious responsibility to provide the community with
the correct medical information at the right time. <o:p></o:p></p>
<p class="MsoNormal">Don’t lose the tree in the forest, and allow TikToK, Google,
and other non-medical influencers to determine what patients know and believe.<o:p></o:p></p>
<p class="MsoNormal"><i>Medical misinformation has the potential to kill people.
And that, my readers, is why the hospital and physicians must reestablish
their standing as the expert medical information source through marketing,
public relations, and social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time to
read Healthcare Business & Marketing Insights. Please consider sharing on
social media.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-77128683372273900592023-02-13T10:15:00.005-06:002023-03-20T12:20:19.531-05:00Patient UGC - the Missing Marketing Secret Sauce for Hospitals<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3OrGwWHF8v1I99lU39_BF9dQHLS1hafu4g7CqZ2Ym4RlCFP16LFs219G_eIw6gFnojFGaz2jWKoFUPYD5FlZuXztIxMPq-uOBvnbJqmQpGL6tsyjixZiAJM0WejwqbrRWYIJi6Ri54m64uWt0DeXuGrs67wabp1bYAbiQCM-XMOHA3q-w2oSaaHom/s1920/E%20Muhammed%20sunglasses-3311181_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3OrGwWHF8v1I99lU39_BF9dQHLS1hafu4g7CqZ2Ym4RlCFP16LFs219G_eIw6gFnojFGaz2jWKoFUPYD5FlZuXztIxMPq-uOBvnbJqmQpGL6tsyjixZiAJM0WejwqbrRWYIJi6Ri54m64uWt0DeXuGrs67wabp1bYAbiQCM-XMOHA3q-w2oSaaHom/w400-h266/E%20Muhammed%20sunglasses-3311181_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/sunglasses-business-attire-greeting-3311181/" target="_blank">Image by E Muhammad from Pixabay.</a></td></tr></tbody></table><p>Do you know who your patient
hospital brand evangelists are, and are they posting User Generated
Content (UGC)? I ask this question for a fundamental reason. In an age where it’s challenging to define
differentiation clearly with all the me-too messaging amongst hospitals, using
the Appeal to Ignorance Fallacy marketing, how is a healthcare patient to make a choice?</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">I realize that many
healthcare leaders will dispute the above statement. However, hospital
marketing -traditional, digital, and social, falls into one of four general
buckets, “it’s all about you,” “look at our technology,” “our facilities and locations,” “look at our
awards,” and the ubiquitous “we have excellent physicians.”<o:p></o:p></p>
<p class="MsoNormal">In an age of uncertainty, marketing
and communications efforts focus on features, not patient benefits. These statements
can not be proven as false by patients, hence why it’s called an appeal to ignorance
fallacy marketing. The hospital places the burden of proving those claims false
on the patient.<o:p></o:p></p>
<p class="MsoNormal"><i>Consider for a
moment. </i></p><p class="MsoNormal"><i>1. Patients are now engaged in shopping behavior. <br />2. Patients are paying over one-third of the cost of care out of pocket. <br />3. A patient us<span style="text-indent: -0.25in;">e</span>s the internet, and social media, focusing on reviews or recommendations written by other patients.</i></p>
<p class="MsoNormal"><i>Maybe we should call this the age of User Generated
Content.<o:p></o:p></i></p>
<p class="MsoNormal">Patients trust other patients’ UGC more than the published
brand content. That is, patients trust believable patient UGC.<o:p></o:p></p>
<p class="MsoNormal">That is why UGC is becoming critical to hospitals and other
providers as healthcare continues evolving rapidly. Patient UGC is also the new
word-of-mouth marketing tool.<o:p></o:p></p>
<p class="MsoNormal"><i>What are the characteristics of believable patient
user-generated content? </i></p><p class="MsoNormal"><i>· First, it’s authentic and in the patient’s own words, not a writer at an agency or the marketing team. <br />· Second, a good patient UGC makes an emotional connection with prospective patients. <br />· Third, the patient’s UGC needs to be on voice or video. <br />· Fourth, the patients you select match the patient buyers’ persona you have created. <br />· Fifth, timing is everything in patient UGC; find patients who have had a recent good experience.</i></p><p class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo2; text-indent: -0.25in;"><o:p></o:p></p>
<p class="MsoNormal">You can pull out statements, transcribe entire interviews
for marketing communications, brand documents or websites, or snippets for
social media, but ultimately, seeing is believing. Providers understand what
their demonstrated support for the vendor can accomplish. <o:p></o:p></p>
<p class="MsoNormal"><i>How do you ask for patient user-generated content?<o:p></o:p></i></p>
<p class="MsoNormal">It can be challenging to obtain patient UGC with internal
compliance policies and procedures, HIPAA, and other privacy regulations, but
it is not impossible. Add to all that, in some hospitals, the reluctance of
leadership to let marketing talk to patients. But still, as healthcare evolves,
the Internet is making the world a tiny place, making patient UGC and
recommendations even more critical.<o:p></o:p></p>
<p class="MsoNormal"><i>Process steps for patient UGC. </i></p><i>· Ask the patient directly. Don’t hem and haw around the question or ask timidly. Be pleasant and direct. Answer the patient’s questions with transparency and honesty. <br />· Make it easy for the patient to create the UGC. Tell them exactly how to do it and where it’s done, i.e., a website landing page, and allow them to make it more personal by adding a photo if you’re not doing a video. <br />· Offer them a small gift as a thank you. <br />· Except for spelling and grammar edits, be clear with the patient. It’s their words, not yours.<br />· Don’t forget the Release of Information and Permission to Use for your records.</i>
<p class="MsoNormal"></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiw8GC9bt7gVGh8XARgTokLatcXoEXgP7Yol25UlbOscr1FfEPyGdEZitSMScLOpHkh-TxtnLA0zpzbD-jdDUcVii4y353bZZg08gLK1l5kcK9L4BgFYTqfVXeOKg8LMy9l1ZsLi8teAif0sIxNfdXrCpbnlVRpcF4lrNLzYJPhp746Hhs1Vou6xhZ7/s1920/Robbin%20Higgins%20excited-2681489_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1281" data-original-width="1920" height="268" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiw8GC9bt7gVGh8XARgTokLatcXoEXgP7Yol25UlbOscr1FfEPyGdEZitSMScLOpHkh-TxtnLA0zpzbD-jdDUcVii4y353bZZg08gLK1l5kcK9L4BgFYTqfVXeOKg8LMy9l1ZsLi8teAif0sIxNfdXrCpbnlVRpcF4lrNLzYJPhp746Hhs1Vou6xhZ7/w400-h268/Robbin%20Higgins%20excited-2681489_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/excited-person-happy-enthusiastic-2681489/" target="_blank">Image by Robin Higgins from Pixabay.</a></td></tr></tbody></table><i><br /></i><p></p><p class="MsoNormal"><i>Take the time to build your patient relationship, design
a strategic UGC strategy for the entire organization, and teach people
internally their role and how to support the strategy. UGC is, first and
foremost, is about the patient trusting the hospital. If you can’t get UGC from
your patients, you may have more significant experience issues.</i></p>
<p class="MsoNormal">Today’s hospital operates in
a far different healthcare market than in the past. In many ways, UGC is even
more important today than yesterday. Brand value, outcome, experience, and engagement,
supported by patient UGC, is the new marketing currency for growth. <o:p></o:p></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
<a href="http://michael@themichaeljgroup.com.">michael@themichaeljgroup.com.</a> <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-27527129257694797532023-01-30T05:58:00.001-06:002023-03-20T12:20:36.948-05:00Hospital Marketing & Use of the Appeal to Ignorance Fallacy<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSRaI9LIFtVHEtyoLM2juNMrjHgiEviPgjbby6aXY7Li5IvzXVc2d9uxgQVLmwVSuJEoKR-gON8lJwBGpGYLFTzlhMkO7IvFmjLH92KcrEStae5m_e2_I0L7RcHkW7hIqTyV5Iq3HzF46mjrQIAzpUchBbYD4MAXEErCqpjT5l4pUklLufPOLJyPgL/s1920/Foundry%20Co%20creative-869200_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSRaI9LIFtVHEtyoLM2juNMrjHgiEviPgjbby6aXY7Li5IvzXVc2d9uxgQVLmwVSuJEoKR-gON8lJwBGpGYLFTzlhMkO7IvFmjLH92KcrEStae5m_e2_I0L7RcHkW7hIqTyV5Iq3HzF46mjrQIAzpUchBbYD4MAXEErCqpjT5l4pUklLufPOLJyPgL/w400-h266/Foundry%20Co%20creative-869200_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/creative-work-mockup-business-869200/" target="_blank">Image by Foundry Co from Pixabay.</a></td></tr></tbody></table><p>There is any number of logical fallacies that we unwittingly
use without a second thought when marketing hospitals. One of the most common every
day is the use of the appeal to ignorance fallacy.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">What caught my attention were some recent hospital marketing
efforts by several providers, but all were making the same mistake. It struck
me that many of the statements in the content, such as “it’s personal,” “excellent
specialists,” “best technology,” “celebrity endorsements,” and “world-class
care close to home,” were, I would like to believe, well-intentioned. Still,
the reality is that these statements fall into the appeal to ignorance fallacy.
<o:p></o:p></p>
<p class="MsoNormal"><b><i>What is an appeal to ignorance fallacy?<o:p></o:p></i></b></p>
<p class="MsoNormal"><i>An appeal to ignorance fallacy is an illogical fallacy
claiming that a statement must be true because there is no evidence to support
that it is not true. In the information, the hospital making the statement
moves the burden of proof from themselves to the patient or consumer.<o:p></o:p></i></p>
<p class="MsoNormal">It looks something like this. <o:p></o:p></p>
<p class="MsoNormal"><i>The hospital portrays that the statement “we have excellent
specialists” is true. Since there is no proof that the statement is false, it
must be true. Since we should keep an open mind that this might be true, and we
believe it must be true, you should too.<o:p></o:p></i></p>
<p class="MsoNormal">What amazes me is that hospitals continue to push the appeal
to ignorance fallacy in their marketing and materials when they offer no objective
proof that the claims and statements are true. <o:p></o:p></p>
<p class="MsoNormal">Much of this is historical marketing, and I doubt anyone
ever considered the statements made in marketing the hospitals, driven in many
cases by senior management, that its claims about its programs, focus, and services
were falling into the category of an illogical fallacy. <o:p></o:p></p>
<p class="MsoNormal">But they do it in multiple marketing communication channels
every day, be it social media, printed materials, ads, press releases, websites,
etc.<o:p></o:p></p>
<p class="MsoNormal"><i>While many of you will shrug off what you communicate as an illogical fallacy, far too many patients and consumers believe you.<o:p></o:p></i></p>
<p class="MsoNormal">If the hospital is going to engage the patient in a
meaningful way and manage the patient experience, then you need to review all
of your marketing materials and remove any appeal to ignorance fallacies.<o:p></o:p></p>
<p class="MsoNormal">The only way to do that is to offer up the proof points as
to why such statements are factual instead of placing the patient or consumer
in the position of proving they are not.<o:p></o:p></p>
<p class="MsoNormal">Putting forth appeals to ignorance fallacies in your marketing
is a disservice to your patients and unsuitable for patient engagement.<o:p></o:p></p>
<p class="MsoNormal">Prove me wrong.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time
and reading Healthcare Business & Marketing Insights. Please consider
sharing on social media. <o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-91965679594737380462023-01-23T13:00:00.002-06:002023-03-20T12:20:56.991-05:00Are There Zombies Lurking in Your Hospital Marketing?<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXol3Supm6T9XiWHfEQpXEipYVav_oOkDvOaHHpG4ZntdGURYjXnuKvex9zpgn4gr3fIaCszDzAYYyXADMxGTpFsiCz_K0FA5Ac0Rbd_s0w7eTun0muPD4pb9WPZwsGIM4VpLQpywQR8reUUgfNDJnbkb25fxy_bqDsxcxSLTnmrZZ0Y3u0bhsiJ5X/s1920/Xandra_Iryna_Rodreguiz%20hand-4397991_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXol3Supm6T9XiWHfEQpXEipYVav_oOkDvOaHHpG4ZntdGURYjXnuKvex9zpgn4gr3fIaCszDzAYYyXADMxGTpFsiCz_K0FA5Ac0Rbd_s0w7eTun0muPD4pb9WPZwsGIM4VpLQpywQR8reUUgfNDJnbkb25fxy_bqDsxcxSLTnmrZZ0Y3u0bhsiJ5X/w400-h266/Xandra_Iryna_Rodreguiz%20hand-4397991_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/" target="_blank">Image by Xandra Iryna Rodriguez from Pixabay</a></td></tr></tbody></table><p>Sometimes, looking back at several years of hospital marketing
can yield unexpected results. I am not referring to the analytical evaluations as
we report to senior management and the board.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">We’ve all worked on revenue attribution reports and written
in beautiful prose what worked and didn’t—detailing marketing attribution to
admissions, outpatient growth, brand reputation, and hospital revenue. <o:p></o:p></p>
<p class="MsoNormal">My question to you is. <o:p></o:p></p>
<p class="MsoNormal">When was the last time you did a format and content analysis
of several years of your marketing communications production? <o:p></o:p></p>
<p class="MsoNormal">If you’ve done an honest evaluation, you may find that you have
fallen into the trap of Zombie Marketing.<o:p></o:p></p>
<p class="MsoNormal">What is zombie marketing?<o:p></o:p></p>
<p class="MsoNormal">There are myriad definitions. I refer to zombie marketing
for this article as reproducing the same content message and design over time.
It doesn’t matter if it is traditional marketing techniques, channels, social
media, or your website. You are on autopilot, recycling past stuff to get it out
the door. Cut and paste.<o:p></o:p></p><p class="MsoNormal">It may even be the resurrection of an old marketing that failed because someone thought it was a good idea, and you know," times have changed."</p>
<p class="MsoNormal"><i>Zombie marketing infects hospital marketing departments in a
variety of ways.</i><o:p></o:p></p>
<p class="MsoNormal">Examples<o:p></o:p></p>
<p class="MsoNormal"><i>The community hospital expands its medical staff and produces
an announcement for use across the website and various marketing channels to promote
the new practice. The information that changes is the physician’s picture, specialty,
and location. All else remains the same.<o:p></o:p></i></p>
<p class="MsoNormal"><i>No matter the medical service, it’s a feature-based communicative
approach, with little or no mention of the benefits to the patient, but focuses
on the brick-and-mortar location or technology.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Continuation of messaging that has no meaning but impresses
senior management.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Copying competitors’ ideas, then looking like a “me too.”<o:p></o:p></i></p>
<p class="MsoNormal"><i>Advertising the same services yearly in the particular disease
awareness month with the exact discount offers for the last ten years.<o:p></o:p></i></p>
<p class="MsoNormal"><i>Dusting off that old broadcast commercial and rerunning because
you got an airtime “deal.”</i><o:p></o:p></p>
<p class="MsoNormal">Zombie marketing. We all have done it because it’s expedient;
leadership likes it and is self-serving in many ways. <o:p></o:p></p>
<p class="MsoNormal">What zombie marketing does is tell patients that you have no
clue about their needs and why they should choose you.<o:p></o:p></p>
<p class="MsoNormal"><i>Be different. Tell the patient a story that explains why you
are the best choice to meet their medical needs. Focus on engagement and experience.</i><o:p></o:p></p>
<p class="MsoNormal"><o:p>R</o:p>eview the style and content of your past efforts
and identify those instances of zombie marketing.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Then stop it and focus on benefits and storytelling, not features. Be distinctive.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time
and reading Healthcare Business & Marketing Insights. Please consider
sharing on social media. <o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the<a name="_Hlk87937758"> </a></i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-49778393748984763272023-01-18T09:17:00.001-06:002023-03-20T12:21:23.869-05:00Hospital Patient Experience Center? That is so “Buzzwordy”<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbtD-P1hunTTz5vtI8FybCdmjXOvKiGzIf6J8oOiniggqazgWqQaaDH7NOrmi12XYl4tbGA3Hy2rGMGaCRs9JF3tSqxhZAlvura3d0ixxkPpKubryTli1qK2EtAaQY_pVkaLrYzoy8AORJflcEdrSannX0loXJwRRzKCkUPLE2EGV-VvXuG_UYPqJ6/s1920/paul%20brennan%20patient-pickup-sign-1745442_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1920" data-original-width="1844" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbtD-P1hunTTz5vtI8FybCdmjXOvKiGzIf6J8oOiniggqazgWqQaaDH7NOrmi12XYl4tbGA3Hy2rGMGaCRs9JF3tSqxhZAlvura3d0ixxkPpKubryTli1qK2EtAaQY_pVkaLrYzoy8AORJflcEdrSannX0loXJwRRzKCkUPLE2EGV-VvXuG_UYPqJ6/w384-h400/paul%20brennan%20patient-pickup-sign-1745442_1920.jpg" width="384" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/patient-pickup-sign-symbol-hospital-1745442/" target="_blank">Image by Paul Brennan from Pixabay.</a></td></tr></tbody></table><p>When in doubt, create a “center,” and everything will be
okay.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Sorry, but not really. Patient Experience Center is a
euphemism for programmatic patient experience activities in hospitals and
health systems and is becoming all the rage in 2023.<o:p></o:p></p>
<p class="MsoNormal">That is so hospital.<o:p></o:p></p>
<p class="MsoNormal">I admit I had to chuckle and wish I had thought about that
name. Maybe what I have been writing since 2014 about patient experience and
engagement would have garnered more attention with a catchy "center” name. <o:p></o:p></p>
<p class="MsoNormal">You are always welcome to use the search bar in my blog with
the term patient experience to find all the posts.<o:p></o:p></p>
<p class="MsoNormal"><i>My question to all of you is.<o:p></o:p></i></p>
<p class="MsoNormal">Why has it taken nine years for hospitals and health systems
to figure out the importance of patient experience? <o:p></o:p></p>
<p class="MsoNormal"><i>I can visualize senior leadership sitting around the
table and deciding to create a “Patient Experience Center” because, you know,
if we call it a center, patients will take us seriously that we care about
their experience.<o:p></o:p></i></p>
<p class="MsoNormal">Okay, I admit that is a bit harsh. Maybe after 40 years in
healthcare provider, vendor, and sales marketing and operations, I’ve gotten
jaded. Whenever a critical business need or niche medical program becomes
apparent on the patient care side, a new “center” is created. Then it’s
assigned to senior leaders with an already full plate, and the management of
the “center” is assigned to somebody who may be clueless about the complexity
of patient engagement nor the resources or authority to make meaningful
changes. Better yet, they attend a seminar or conference and are now subject
matter experts.<o:p></o:p></p>
<p class="MsoNormal"><i>The next logical question is whether you understand that
patient experience is not a “center” but a culture and operational focus change
that replaces the current hospital’s or health system’s DNA. <o:p></o:p></i></p>
<p class="MsoNormal">If you want to have a “Patient Experience Center,” okay. But
it would be best if you had a <i>Patient Experience Tsar</i> running the “center” with
the interdisciplinary staff, resources, and authority to manage and change
aspects of the experience that need changing, no matter where in the
organization. <o:p></o:p></p>
<p class="MsoNormal">It does not mean there is no organizational collaboration. Quite
the contrary, the Tsar position provides senior leadership responsibility and accountability
for outcomes. <i>After all, to provide an exceptional patient experience, you
will have to slay some sacred cows.<o:p></o:p></i></p><p class="MsoNormal"></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjd6kDKmV5VMCC0tJQXMH7pdvA4mWuoW8QmHGWvZCQffimIcTbYdMUQEifnxcFEI8t00SL587RtJkvY64onWcEn1HcVfQjYtro494bK8Dlr5ZqvAP9W9Sn0rDsqStO35sSR9H99pX82ADBLsKREfqzUn1BdYoQmFjlqmo1WI5Hw6HguIYZY8bzyXDeG/s1920/silos-1598168_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1400" data-original-width="1920" height="291" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjd6kDKmV5VMCC0tJQXMH7pdvA4mWuoW8QmHGWvZCQffimIcTbYdMUQEifnxcFEI8t00SL587RtJkvY64onWcEn1HcVfQjYtro494bK8Dlr5ZqvAP9W9Sn0rDsqStO35sSR9H99pX82ADBLsKREfqzUn1BdYoQmFjlqmo1WI5Hw6HguIYZY8bzyXDeG/w400-h291/silos-1598168_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/silos-grain-storage-agriculture-1598168/" target="_blank">Image by Marcson from Pixaby.</a></td></tr></tbody></table><p></p><p class="MsoNormal">Patient experience is not a
programmatic silo. It is not the sole responsibility of one department. The
focus is just not registration, admitting, and nursing.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Patient experience is every aspect from when the patient
first becomes aware of you in the marketplace through treatment, discharge, and
follow-up. <o:p></o:p></p>
<p class="MsoNormal"><i>There are over 147 touchpoints in the patient experience
across the entire hospital.<o:p></o:p></i></p><p class="MsoNormal"></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0OTwXQtGvXpfaCG0X-1qzNp43vVSTbIQS0_NtbuLh7xvDBn-Rp26T6weWKNS5Iozj_8mTrduYkt0k0pW_F22PqVKtRECeNsym6hM7yn7UmmWXITLiNgmj6ANg-Phi-HStERWbyZktw0Sw60L7K47BghkV58HZ-B9_QaqVAM0obhXU86mjG_Ih2Qxn/s3371/experience%20map%20image.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="2475" data-original-width="3371" height="470" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0OTwXQtGvXpfaCG0X-1qzNp43vVSTbIQS0_NtbuLh7xvDBn-Rp26T6weWKNS5Iozj_8mTrduYkt0k0pW_F22PqVKtRECeNsym6hM7yn7UmmWXITLiNgmj6ANg-Phi-HStERWbyZktw0Sw60L7K47BghkV58HZ-B9_QaqVAM0obhXU86mjG_Ih2Qxn/w640-h470/experience%20map%20image.jpg" width="640" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;">Patient Experience Map Matrix by Michael J Krivich,</td></tr></tbody></table><p></p><p class="MsoNormal">While considering the complexity of the task, think about
the following question.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>Are you ready to commit to changing the culture and operations
of the hospital or health system, which will take a minimum of five years? Do
you realize there is never an endpoint to improving and managing the patient
experience as the healthcare ecosystem evolves through technology, treatment
options, and patient choice decision-making?<o:p></o:p></i></p>
<p class="MsoNormal">You can have your Patient Experience Center if it makes you
feel better.<o:p></o:p></p>
<p class="MsoNormal">It’s time for hospitals and health systems to get serious
about this subject. Your relevance as a big-box hospital and health system
survival depends on it.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time
and reading Healthcare Business & Marketing Insights. Please consider
sharing on social media. <o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders For
Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2023. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-41518635978636257822022-12-22T09:25:00.001-06:002023-03-20T12:21:45.669-05:00Best of the Best: The Top 10 Posts from Healthcare Business & Marketing Insights - 2022 <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi16oI471wEmr2URj1_jRcdUNR1wT10iRJVrA-_AuJ77FY2e0AaCo1u02PNQMphd2ZRPAMBNWW156WJwVAG-Smb8SOHJXxwDt6BS9rU6uzJLFrlyqgdRONPXQbMR25bT0fOBIAHw-TdRUDHtW6AhXCPNnnhJicODJQ_z2aD4d3Ombz1NF4-BwmRdtMH/s1920/review-5205754_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1128" data-original-width="1920" height="235" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi16oI471wEmr2URj1_jRcdUNR1wT10iRJVrA-_AuJ77FY2e0AaCo1u02PNQMphd2ZRPAMBNWW156WJwVAG-Smb8SOHJXxwDt6BS9rU6uzJLFrlyqgdRONPXQbMR25bT0fOBIAHw-TdRUDHtW6AhXCPNnnhJicODJQ_z2aD4d3Ombz1NF4-BwmRdtMH/w400-h235/review-5205754_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/review-stars-rating-opinion-5205754/" target="_blank">Image by Tumisu from Pixabay</a></td></tr></tbody></table><br /><p>Where did 2022 go? More importantly, how do you think 2022
went for you?</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">It was a good year from a healthcare executive blog writer’s
perspective. I had what seemed to be a never-ending flow of healthcare marketing
and business topics, helped by the continuing transformation of the healthcare ecosystem.
A few lookback posts asked if healthcare has changed since DRGs were introduced
in 1983. <o:p></o:p></p>
<p class="MsoNormal"><b><i>Thank you.<o:p></o:p></i></b></p>
<p class="MsoNormal"><i>I am thankful and appreciative of you for taking the time
to spend it with me from your day. Readership continued to grow, with 227,000
readers visiting at one time or another through December 22<sup>nd</sup>. <o:p></o:p></i></p>
<p class="MsoNormal">My readers came from over 20 nations, with the United States
being number one in readership, followed by Australia, Germany, Canada, France,
Japan, India, Singapore, Russia, and many more. I am honored and humbled at the
same time by your precious gift of time spent reading.<o:p></o:p></p>
<p class="MsoNormal">In 2021 my best of the best included 25 posts. While well
received, it seemed a bit much in retrospect. Having published 40 times in
2022, it seemed more reasonable to pick the top 10 by the number of readers.<o:p></o:p></p>
<p class="MsoNormal">Without further ado, here are the ten most-read posts from Healthcare
Business & Marketing Insights<i> </i>in 2022. </p><b><i>1. Sometimes, Hospital Marketing isn’t About the Brand or Patients; it’s About the Cause. Consider Ukraine. <a href="https://bit.ly/36dv9fm">https://bit.ly/36dv9fm</a></i></b><br /><br />Cause marketing in hospitals is a seldom-used technique that will unintentionally build brand loyalty and patient acquisition. It’s about moving the hearts and minds in a community to respond to a need. <br /><br />For example, the Russian invasion of Ukraine is a good example. Emotional and heartbreaking, people feel powerless to do anything. Yet, hospitals and doctors in Ukraine need all the assistance they can get, especially medical supplies. The fraudsters are also creating scam charities and relief efforts for Ukraine stealing money and donations. As a trusted community source, people will know your Ukrainian cause efforts are not a fraud. <br /><br />In this Healthcare Business & Marketing Insights blog post, cause marketing is explored, and the steps needed to be successful. <br /><br /><b><i>2. Perspective: It is a Privilege to Lead a U.S. Hospital or Health System <a href="https://bit.ly/3hrfifm">https://bit.ly/3hrfifm</a></i></b><br /><br />I usually write about privilege vs. right. Still, I received an email regarding an international hospital conference, “Hospital 4.0: What will the hospital of the future look like?” in Kuala Lumpur. <br /><br />Can you imagine attending a major hospital leadership conference and having an agenda titled “Transparent Modern Day Slavery Reporting”? On a related note, can you imagine being a healthcare leader in Ukraine and half your hospital being destroyed? Think about how you are trying to treat the wounded and dying while you have exhausted your medical supplies. <br /><br />Here we examine why leading a U.S. hospital, or health system is a privilege, not a right. <br /><br /><b><i>3. Influencing the Micro-Influencers- What’s in Your Hospital Marketing Bag? <a href="https://bit.ly/37y8tr1">https://bit.ly/37y8tr1</a></i></b><br /><br />Even with all the market uncertainty, growing healthcare consumerism, data transparency driven by third parties, price and outcomes, retail innovation, and non-traditional competition, healthcare is still a game of influence. <br /><br />The latest Healthcare Business and Marketing Insights blog post discusses using micro-influencers in hospital marketing campaign activities. <br /><br /><b><i>4. Age Discrimination in Hiring – Healthcare’s Dirty Little Secret <a href="https://bit.ly/38DE8Id">https://bit.ly/38DE8Id</a></i></b><br /><br />While age discrimination in hiring is insidious and against the law, it doesn’t stop an employer, large or small, from engaging in the practice. Stereotypes can be dangerous, and older worker faces them every day, even when the facts speak otherwise. <br /><br />Age discrimination in hiring in healthcare is discussed with ten reasons why the provider or vendor should hire the older worker. <br /><br /><b><i>5. From Patient Engagement to Patient Relationship, One Acquires Patients; One Builds Loyalty <a href="https://bit.ly/3w8CkQv">https://bit.ly/3w8CkQv</a></i></b><br /><br />A new question surfaces as 2022 proceeds with enhanced efforts in hospitals and health systems to engage patients’ post-pandemic and normalcy returns; beyond the technological engagement solutions, content development, and focus on the patient experience, how are you building the relationship with the patient? <br /><br />The blog post explores why hospitals and health systems need to move to build patient relationships for sustainable brand loyalty. One acquires patients, and the other builds loyalty. <br /><br /><b><i>6. Lessons from the Field – What is Your Hospital’s Story? <a href="https://bit.ly/3GR4Uc4">https://bit.ly/3GR4Uc4</a></i></b><br /><br />Across other industries, patients are exposed to and familiar with brand content that tells a story across different industries. Brands write compelling content that weaves a story giving the reader the answers to the “why us” reasons. As an industry, we need to move more fully into developing compelling content that engages and frames the patient’s experience. And that means storytelling assumes greater importance. <br /><br />We look at compelling reasons why the hospital must move to storytelling and away from traditional content-creation activities. <br /><br /><b><i>7. The 10 Deadly Sins Salespeople Commit on LinkedIn <a href="https://bit.ly/3PdoSRL">https://bit.ly/3PdoSRL</a></i></b> <br /><br />LinkedIn, if used correctly, can make you a sales rock star. I don’t understand why these simple common mistakes keep occurring. Maybe it’s laziness, or perhaps it is that people don’t know the errors. Either way, it starts by figuring out why you’re on LinkedIn. <br /><br />I explore the ten common mistakes salespeople make on LinkedIn, which keep them from using LinkedIn correctly and becoming sales rock stars in their company. <br /><br /><b><i>8. What is the Patient Hospital & Brand Experience Like When You’re a Patient? <a href="https://bit.ly/3LXuZc2">https://bit.ly/3LXuZc2</a></i></b><br /><br />I was recently a patient in a hospital, which got me thinking. I know, and you may think that can be dangerous, leading me to today’s topic. <br /><br />If you have been a patient in the hospital you’re employed by, did the brand and patient experience meet your expectations? <br /><br />Today’s post examines what happens when the patient experience is inconsistent among health system hospitals, proposing the staff need to be patients to understand what that experience is like. <br /><br /><b><i>9. Why the Hospital or Health System Needs a Chief Engagement Officer <a href="https://bit.ly/3u9wGeD">https://bit.ly/3u9wGeD</a></i></b><br /><br />A significant change occurred in hospitals and health systems as an unintended consequence of the pandemic. Hospitals and health systems were forced on an unprecedented scale to rapidly engage with the government, first responders, employees, patients, and the community. The engagement also required a new level of cooperation, communication, and information sharing between competing hospitals and health systems in any given location. <br /><br />Hospitals and health systems learned that meaningful engagement and transparency made a difference in patients and the community. <br /><br />We look at why a Chief Engagement Officer for a hospital or health system is needed. <br /><br /><b><i>10. Lesson From the Pandemic – The Hospital Evolving to a Distributive Care Network Model <a href="https://bit.ly/3RKqDbc">https://bit.ly/3RKqDbc</a></i></b><br /><br />Considering the lessons from the pandemic, if the real aim is for medical care to be delivered at the right time, place, and cost, the centralization of healthcare at the hospital is not the right care or marketing model. <br /><br />The other important lesson that patients learned is that you only need a hospital for three things, care for acute complex medical conditions, emergency care, and intensive care. That’s it, folks; all other medical care can be provided in more accessible, convenient locations and cost-effectively for the patient. <br /><br />Here we discuss the idea of the hospital becoming a distributive care network in light of the pandemic.
<p class="MsoNormal"><span class="MsoHyperlink"><span color="windowtext">I know that I have been posting these
past couple of months sporadically. Several personal issues occurred during
this period, preventing me from posting every week.<o:p></o:p></span></span></p>
<p class="MsoNormal">Well, that is from me for 2022. I am taking the rest of 2022
off to enjoy the family and holidays to recharge for new writing in 2023.<o:p></o:p></p>
<p class="MsoNormal">Happy Holidays to you and your loved ones. Best wishes for a
prosperous 2023.<o:p></o:p></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSpBARFDLUI_siSe_caN1vBD_9Zjm_IVTN-toIPmLpbQhB2afsGV0Gu6xpKm3mUVPoNOKeOshOHSwwmi4KLeyccQTu6KfKCZHRFPlkKEGqZDGghMgXQwxrNpWmQvjS9UhgiOs6EDmSXk6a3QEHzQElKEo4xSv5z7PWlENH37Vtk39XXeHXa3Kx-2Wf/s1920/vicki%20hamilton%20happy-new-year-7656512_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="576" data-original-width="1920" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSpBARFDLUI_siSe_caN1vBD_9Zjm_IVTN-toIPmLpbQhB2afsGV0Gu6xpKm3mUVPoNOKeOshOHSwwmi4KLeyccQTu6KfKCZHRFPlkKEGqZDGghMgXQwxrNpWmQvjS9UhgiOs6EDmSXk6a3QEHzQElKEo4xSv5z7PWlENH37Vtk39XXeHXa3Kx-2Wf/w640-h192/vicki%20hamilton%20happy-new-year-7656512_1920.jpg" width="640" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/happy-new-year-banner-sign-7656512/" target="_blank">Image by Vicki Hamilton from Pixaby.</a></td></tr></tbody></table><br /><p class="MsoNormal"><i>Thank you for giving me the precious gift of your time
and reading Healthcare Business & Marketing Insights. Please consider
sharing on social media.</i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the<a name="_Hlk87937758"> </a></i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2022. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-55644751511243595422022-12-06T09:33:00.001-06:002023-03-20T12:22:05.212-05:00Lessons from the Field: How Safe is the Healthcare Brand on Social Media?<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZPeh29bXMVnIpt7DX6u0yRIaIq4AP9HKTkdvNnHNP64PQgx3Rcs_fBOZV4JGXFKyAeak1UTztmBEONAeY1MNfVerpGZfoq3pzYStXWlbUdHHxi0iR9n9Y3u2I7MPCTG4YwGCgFWwuEZ4aJTCcDC9x1QIWJdUePNFhHjQ_RbzzeaKKUx95vwbkZNeJ/s1920/azman%20kamolov%20social-media-6557345_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1080" data-original-width="1920" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZPeh29bXMVnIpt7DX6u0yRIaIq4AP9HKTkdvNnHNP64PQgx3Rcs_fBOZV4JGXFKyAeak1UTztmBEONAeY1MNfVerpGZfoq3pzYStXWlbUdHHxi0iR9n9Y3u2I7MPCTG4YwGCgFWwuEZ4aJTCcDC9x1QIWJdUePNFhHjQ_RbzzeaKKUx95vwbkZNeJ/w400-h225/azman%20kamolov%20social-media-6557345_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/social-media-communication-network-6557345/" target="_blank">Image by Azam Kamolov from Pixabay.</a></td></tr></tbody></table><p>When was the last time you considered the safety and reputation
of your provider or vendor brand when deciding on tactics and spending for the 2023
marketing year on social media?</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>Out of all the evaluative measures and data you use,
sometimes, the subjective measure needs to carry more weight than the qualitative
measures.<o:p></o:p></i></p>
<p class="MsoNormal">If you’re paying attention to how social media is imploding
by the proliferation of fake accounts, unfunded conspiracy theories, racism,
hate, and pornography under the guise of Freedom of Speech, then why would you
risk your brand reputation in that environment?<o:p></o:p></p>
<p class="MsoNormal">Now understand I am not questioning anyone’s ability to publish
and the content contained. So put the arrows for Freedom of Speech back in your
quiver.<o:p></o:p></p>
<p class="MsoNormal">What I am asking is, in an environment where its winner takes
all on social media, what is the risk to your brand?<o:p></o:p></p>
<p class="MsoNormal"><i>My question is not a what-if exercise.</i><o:p></o:p></p>
<p class="MsoNormal">What started me thinking about this topic was an article I
posted on my other blog, <i>Perceptions, Observations & Musings of an Old
Man</i>, <b><i>“Wild West Twitter is Back, “The Ultimate Guide for Avoiding the
Chaos.” <a href="http://bit.ly/3OG4GJm">http://bit.ly/3OG4GJm</a><span class="MsoHyperlink">, </span></i></b><span class="MsoHyperlink"><span color="windowtext">as a guide, to
protecting a personal brand with all the uncertainty.<o:p></o:p></span></span></p>
<p class="MsoNormal">But it’s not only Twitter. Various other social media platforms
have reversed previous policies and procedures regarding what is or is not acceptable
content. I know the argument as well that potential patients are there for
engagement. <o:p></o:p></p>
<p class="MsoNormal"><i>Is that true, or is the provider or vendor’s continued presence
on some social media platforms only a trendy option for senior management to
see? Is the potential patient active on social media posting and sharing healthcare
misinformation or questionable healthcare content an audience?<o:p></o:p></i></p>
<p class="MsoNormal">A study by Weber Shandwick, <i><a href="https://www.webershandwick.com/news/corporate-reputation-2020-everything-matters-now/">“The
State of Corporate Reputation in 2020: Everything Matters Now,”</a> </i>found: <br /></p><ul style="text-align: left;"><li>75% of global executives have experienced a reputational crisis that could have been prevented. </li></ul><ul style="text-align: left;"><li>39% of global executives have experienced a crisis that impacted their company’s brand reputation within the last two to three years. </li></ul><ul style="text-align: left;"><li>87% of executives say customers are the most important stakeholder when it comes to perceptions of a company’s reputation.</li></ul><p></p><p class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -0.25in;"><o:p></o:p></p>
<p class="MsoNormal">With all of the misinformation and outright dangerous
information on healthcare treatments and cures, the stakes have never been
higher for providers and vendors. The provider and vendor can no longer afford
to ignore what is happening. <o:p></o:p></p>
<p class="MsoNormal">Serious thought needs to go into an organizational decision
to decide what inappropriate content is and set the filters accordingly. It is not
a simple process that allows for making universal content declarations.<o:p></o:p></p>
<p class="MsoNormal">Even though there are large numbers of individuals on social
media, content is driven by the few for the many. And the content is back to becoming
questionable at best. <o:p></o:p></p>
<p class="MsoNormal">Do you want to risk the hard-earned reputation of your brand
in a wild west environment where nearly anything goes?<o:p></o:p></p>
<p class="MsoNormal"><i>It’s my position, outside of using some social media platforms
for B2B marketing, that provider and vendor brand safety and reputation on
social media is the number one consideration.<o:p></o:p></i></p>
<p class="MsoNormal">Take a break and let the social media dust settle. Investing
more in long-tail keywords and SEO to attract potential patients and capture
them with engaging content will return a better benefit than expensive social media
campaigns risking brand safety and reputation.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time
and reading Healthcare Business & Marketing Insights. Please consider
sharing on social media. <o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the<a name="_Hlk87937758"> </a></i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2022. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-54652367143579496562022-11-29T12:09:00.001-06:002023-03-20T12:22:21.510-05:00It’s Time for Permission-Based Marketing in Hospitals and Health Systems in 2023<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicR_15pWmOog5WlgXnv7vJu3gkymd1gtGJB_OMUnsAf8tROGfHEuWKk9BPEap-LiqwyIQKsZPi-IqJy11xP7gSOY0XIs708zKklxeIJ6ikDXUWxBFlZ9OBtc-cXtmiNh4uqHDQsnqiK_QGY21wR6E_zIfOtgN94GTl1_SQ55zbnh3WQXgWVUm3qca7/s1920/concept-2791436_1920%20(1).jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="904" data-original-width="1920" height="189" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicR_15pWmOog5WlgXnv7vJu3gkymd1gtGJB_OMUnsAf8tROGfHEuWKk9BPEap-LiqwyIQKsZPi-IqJy11xP7gSOY0XIs708zKklxeIJ6ikDXUWxBFlZ9OBtc-cXtmiNh4uqHDQsnqiK_QGY21wR6E_zIfOtgN94GTl1_SQ55zbnh3WQXgWVUm3qca7/w400-h189/concept-2791436_1920%20(1).jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/concept-hand-particles-smoke-waves-2791436/" target="_blank">Image by Gerd Altmann from Pixabay.</a></td></tr></tbody></table><p>Provider marketing is challenging, and it doesn’t matter if
it’s a medical practice, home health agency, Ambulatory Surgical Center,
hospital, or health system.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">With the <a href="https://www.hhs.gov/answers/hipaa/what-is-phi/index.html"><i>HIPAA
Privacy Rule</i></a><i> </i>and <a href="https://gdpr.eu/"><i>General Data
Protection Regulation</i></a><i> (GDPR)</i> compliance in Europe (read up if
you’re not familiar) and Congress looking at “the tech” companies and the push
for stricter privacy rules in the US in 2023, it is shaping up as a challenging
year. Apple made user privacy and data control changes allowing individuals to
stop Apps from tracking activity. <o:p></o:p></p>
<p class="MsoNormal">Your ability to digitally market to patients has changed.
But that does not mean you can’t be effective. <o:p></o:p></p>
<p class="MsoNormal">Job number one for 2023 is moving from <a href="https://en.wikipedia.org/wiki/Interruption_marketing"><b><i>interruptive
marketing</i></b></a> to marketing that engages the patient and healthcare consumer.<o:p></o:p></p>
<p class="MsoNormal"><i>Are you ready or considering letting permission-based marketing
make its grand entrance? Have you ever thought about permission-based marketing
for 2023? It’s about doing what you are allowed to in the spirit of the
regulations and becoming a permission-based hospital marketer.<o:p></o:p></i></p>
<p class="MsoNormal">The truth is nearly 99.9% of all hospital and health system
marketing is interruptive.<o:p></o:p></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDBOyMwAqFwsKmmVvX3-b5TNSVvw3NZxkrjFXszq4_7Bb_qXIPB6qT_z79aPLrq8_wrZ9h-V0Tuan3QvL1WXfIt2GRKUL5CJfAmMXBGh_dxudeEBaANkOU3vxJ4sKaeeZWcSM1PO_I9bEa3OA6DLqPcVIdSn3RMg-arDyfH8SnD6txP4ug1f0-3sf2/s1920/marketing-strategies-3105875_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDBOyMwAqFwsKmmVvX3-b5TNSVvw3NZxkrjFXszq4_7Bb_qXIPB6qT_z79aPLrq8_wrZ9h-V0Tuan3QvL1WXfIt2GRKUL5CJfAmMXBGh_dxudeEBaANkOU3vxJ4sKaeeZWcSM1PO_I9bEa3OA6DLqPcVIdSn3RMg-arDyfH8SnD6txP4ug1f0-3sf2/w400-h266/marketing-strategies-3105875_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/marketing-strategies-3105875/" target="_blank">Image by Gerd Altmann from Pixabay.</a></td></tr></tbody></table><p class="MsoNormal">First proposed in 1999, permission-based marketing is<span face="Arial, sans-serif" style="background: white; color: #111111; font-size: 13pt; line-height: 107%;"> </span>where the intended audience can
choose to receive promotional messages. The concept of permission marketing
was popularized by Seth Godin, entrepreneur and author, in his book <b><a href="https://www.amazon.com/Permission-Marketing-Turning-Strangers-Customers/dp/0684856360/ref=asc_df_0684856360/?tag=hyprod-20&linkCode=df0&hvadid=312143020546&hvpos=&hvnetw=g&hvrand=10629203336312116172&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9021610&hvtargid=pla-497934778317&psc=1"><i>Permission
Marketing: Turning Strangers Into Friends, And Friends Into Customers</i></a></b><i>.</i>
Permission marketing is anticipated, personal, and relevant. It is the
opposite of interruptive direct marketing, where promotional material
is traditionally sent to a broad customer population without their
consent.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><i>Permission-based marketing falls into two categories,
express and implied. </i></p><p class="MsoNormal"><b><i>Express-permission marketing</i></b> is where the
patient provides their email to receive marketing messages. For example, they
might sign up for the hospital newsletter or specific disease-related
information or updates. Express marketing is standard when creating a new
patient relationship.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal"><b><i>Implied-permission</i></b><i> marketing</i> is where
there is an existing relationship with the patient. Think of a current or past
patient for implied permission.<o:p></o:p></p>
<p class="MsoNormal">Whichever form of marketing is used, both hand the reins to
the patient, giving them control over when the relationship starts and stops.<o:p></o:p></p>
<p class="MsoNormal"><b><i>Five rules for success.<o:p></o:p></i></b></p>
<p class="MsoNormal">There are some rules of thumb in permission-based marketing;
it’s not just having a patient opt-in for emails and other marketing materials
and away you go. </p><p class="MsoNormal"><span style="text-indent: -0.25in;">1.</span><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; text-indent: -0.25in;">
</span><span style="text-indent: -0.25in;">Make sure the patient or responsible adult
grants written permission. </span></p><p class="MsoNormal"><span style="text-indent: -0.25in;">2.</span><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; text-indent: -0.25in;">
</span><span style="text-indent: -0.25in;">State clearly that the patient’s information is
private.</span></p><p class="MsoNormal"><span style="text-indent: -0.25in;">3.</span><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; text-indent: -0.25in;">
</span><span style="text-indent: -0.25in;">Provide an easy-to-locate unsubscribe option in
the footer of emails.</span></p><p class="MsoNormal"><span style="text-indent: -0.25in;">4.</span><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; text-indent: -0.25in;">
</span><span style="text-indent: -0.25in;">Choose content that incentivizes the patient to
continue coming back for more.</span></p><p class="MsoNormal"><span style="text-indent: -0.25in;">5.</span><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Add personality -- emails in permission-based
marketing are a chance for the hospital to be slightly informal and personable
with their patient subscribers.</span></p><p class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -0.25in;"><o:p></o:p></p>
<p class="MsoNormal">As social media implodes, creating significant brand safety
and reputational issues while patients are omnichannel media consumers, the
days of interruptive marketing as a strategy is in the rearview mirror. <o:p></o:p></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwT2EcdzczNxXg9ft6a9f8mxL5UnX42VNVT9Swz-3iygA4PzeP6yLZTqasunehlFwEZ7XdtIOg0FutEb2fF6jEavtIoZT1jjkbbHKvEAff7jS_8iIIO1RSiyc2nhb67_6rFYyIxagEWOhWQM6X7biAym5LrE4k8Exk_4fS36zQ5a6pN1Yuy3ovJA3Z/s1920/bulletin-board-3127287_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="905" data-original-width="1920" height="189" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwT2EcdzczNxXg9ft6a9f8mxL5UnX42VNVT9Swz-3iygA4PzeP6yLZTqasunehlFwEZ7XdtIOg0FutEb2fF6jEavtIoZT1jjkbbHKvEAff7jS_8iIIO1RSiyc2nhb67_6rFYyIxagEWOhWQM6X7biAym5LrE4k8Exk_4fS36zQ5a6pN1Yuy3ovJA3Z/w400-h189/bulletin-board-3127287_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/bulletin-board-stickies-post-it-3127287/" target="_blank">Image by Gerd Altmann from Pixabay.</a></td></tr></tbody></table><p class="MsoNormal"><i>Thank you for giving me the precious gift of your time
and reading Healthcare Business & Marketing Insights. Please consider
sharing on social media.</i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2022. All rights reserved.<o:p></o:p></i></p>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0tag:blogger.com,1999:blog-209261059979891719.post-9063307924987611942022-11-11T09:53:00.001-06:002023-03-20T12:22:39.412-05:00Lessons from 2022 – Hospital Marketing Priorities for 2023<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh10EJbxeJP773ky1z0xUfaqmk1_vmrkdHjLMZg442Ckgu8UhflALpYwCoF0qL6LdPvjkhQjGWYWumxOiDtqWH1ebRz4kZ7iAgXadz8cIjFeF_bbmKs6BnnQP-LUcO7GEr7SUyXko7hkidRvmI9cwVLxto5F6MaD1b5x3Khr_aEeYnssbDR9oHxg7f5/s1920/idea-3312754_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1203" data-original-width="1920" height="251" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh10EJbxeJP773ky1z0xUfaqmk1_vmrkdHjLMZg442Ckgu8UhflALpYwCoF0qL6LdPvjkhQjGWYWumxOiDtqWH1ebRz4kZ7iAgXadz8cIjFeF_bbmKs6BnnQP-LUcO7GEr7SUyXko7hkidRvmI9cwVLxto5F6MaD1b5x3Khr_aEeYnssbDR9oHxg7f5/w400-h251/idea-3312754_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="#hosptial, #healthsystem, #marketing, #newyear, #userexperience, #patientexperience, #physicianexperience, #content, #strategy, #blog" target="_blank">Image by Gerd Altmann from Pixabay.</a></td></tr></tbody></table><p>As 2022 enters the review mirror, one can rest assured that
the financial and operational plan for the hospital in 2023 isn’t being kind to
marketers. While in 2022, we experienced a return to “normalcy” post-pandemic,
hospital finances continue to deteriorate in most cases.</p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Many of you are in the process of looking at 2023 budgets
and strategies, doing more with less being the mantra of the day. Adding to
that pressure is the reality of needing a CPG brand marketing approach adapted
for the hospital. Social media is in turmoil and more unpredictable than ever, with the return in the full force of false facts, racism, and antisemitism
under the belief of unchecked Freedom of Speech. <o:p></o:p></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDApO7nkJi9mA1aS1KaAvA4HWwSXuqb9ceLIL_vYPNOOHAyFM73vZe9_I7z0K0ZcdZ-hx8KiaQzLzpBBggPKcCfefTXHQOgUC7QCubU5g00im7nf6hQxdPP9Te3ABQ3IzSADzHHGfNzt8aBEGrK7kIuUVwTLb6zuTKDPHh-Ywz9c_0rBZU2YTtO-5t/s1920/azman%20kamolov%20social-media-6557345_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1080" data-original-width="1920" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDApO7nkJi9mA1aS1KaAvA4HWwSXuqb9ceLIL_vYPNOOHAyFM73vZe9_I7z0K0ZcdZ-hx8KiaQzLzpBBggPKcCfefTXHQOgUC7QCubU5g00im7nf6hQxdPP9Te3ABQ3IzSADzHHGfNzt8aBEGrK7kIuUVwTLb6zuTKDPHh-Ywz9c_0rBZU2YTtO-5t/w400-h225/azman%20kamolov%20social-media-6557345_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/social-media-communication-network-6557345/" target="_blank">Image by Azman Kamolov from Pixabay.</a></td></tr></tbody></table><p class="MsoNormal"><i>Can the hospital or health system, given the state of
social media, afford the potential damage to the brand with a social media presence?
Is social media dying in some ways as a useful B2C brand platform?</i></p>
<p class="MsoNormal">A different perspective.<o:p></o:p></p>
<p class="MsoNormal">With so much market uncertainty with patients’ alternatives
to receiving care, reimbursement issues, and the upheaval of the traditional model
of the hospital as the center of the healthcare ecosystem, maybe it’s time for
a back-to-basics strategy.<o:p></o:p></p>
<p class="MsoNormal"><i>If you have been around healthcare long enough, you realize
that not much is ever new; today, many current strategies are a rehash of past
decades’ efforts. <o:p></o:p></i></p>
<p class="MsoNormal">I am sure that hospitals and health systems desperately need
to move away from hospital features and “we care about you” messaging and marketing
that senior management love. Marketing to senior management has never worked except
for helping to keep your job. But beyond that, your budgets and staff still get
cut.<o:p></o:p></p>
<p class="MsoNormal"><i><b>Strategic marketing priorities to execute for 2023 are based
on my experience as a patient.</b></i></p><p class="MsoNormal"> Each of the following “focus five” 2023 efforts
will do more to drive brand growth and create loyalty, with patient choice and utilization
as the reward.<o:p></o:p></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcu4p4OcUIVi9v3d5lI0YR7GVGniTzGBgDrFFvVOXYhmBnK3TxNofR9cSGNUDT78fqr-rI1E7tLrt0DhTFhQ6UI74fPUkbbz7TsKIL_TrtxP0DRK6XW5BVXrIMZWT9ZGLW-wx8z5xCPlFmdNZqCdpfu8BvicOti_ijRJT-IPzgsspkoeEK0p-0xgZ2/s1920/jonas%20svidras%20lens-3046269_1920.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1280" data-original-width="1920" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcu4p4OcUIVi9v3d5lI0YR7GVGniTzGBgDrFFvVOXYhmBnK3TxNofR9cSGNUDT78fqr-rI1E7tLrt0DhTFhQ6UI74fPUkbbz7TsKIL_TrtxP0DRK6XW5BVXrIMZWT9ZGLW-wx8z5xCPlFmdNZqCdpfu8BvicOti_ijRJT-IPzgsspkoeEK0p-0xgZ2/w400-h266/jonas%20svidras%20lens-3046269_1920.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><a href="https://pixabay.com/photos/lens-camera-taking-photos-3046269/" target="_blank">Image by Jonas Svidras from Pixabay.</a></td></tr></tbody></table><p class="MsoNormal">It’s simply a CPG approach in many ways that focuses unrelentingly
on the patient as a customer, how you engage, the experience of utilization, and
the benefits received. Features mean nothing to the patient because all hospitals
do the same things.</p><p class="MsoNormal"><o:p></o:p></p>
<i><b>Five 2023 hospital marketing strategies to execute for brand and revenue growth.</b></i><div><i><b> <br />1. Focus on improving the website user experience. Make it easy to find information and select doctors. <br />2. Create multiple streams of patient-centered content, personalize, and deliver it the way patients want the information. <br />3. Find ways to engage the patient meaningfully. <br />4. Integrate all data for patient experience improvement efforts. The mantra across the organization should be “one patient to the hospital, one hospital to the patient.” <br />5. Improve the physician experience. Even with all the reimbursement models, nothing ever gets done, be it admitting a patient to the hospital or medical tests or surgery without a doctor’s order. Never forget who controls what goes on in the hospital’s four walls.</b></i>
<p class="MsoNormal">There are several tactics you can develop to execute for marketing
success. You know your organization and get aid very well to lead, so I will
not give my opinion here.<o:p></o:p></p>
<p class="MsoNormal">Hospital marketing is at a crossroads post-pandemic, where patients
have more alternatives than a couple of years ago for choosing care. It’s time
to drop the features marketing and go to the CPG approach of benefits for and experience
of the patients.<o:p></o:p></p>
<p class="MsoNormal"><i>Thank you for giving me the precious gift of your time
and reading Healthcare Business & Marketing Insights. Please consider
sharing on social media. <o:p></o:p></i></p>
<p class="MsoNormal"><i>Michael is a healthcare business, marketing,
communications strategist, and thought leader. As an <a name="_Hlk87937758">internationally
followed healthcare strategy blogger, his blog, Healthcare Business &
Marketing Matters, is read in 52 countries and ranked No. 3 on the </a></i><a href="https://blog.feedspot.com/healthcare_marketing_blogs/" target="_blank"><i>100 Top Healthcare Marketing Blogs &
Websites</i></a><i> to
follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare
Executives. You can email me with thoughts or questions at
michael@themichaeljgroup.com. <o:p></o:p></i></p>
<p class="MsoNormal"><i>You can also
connect with me on </i><a href="https://twitter.com/mkrivich"><i>Twitter</i></a><i>, </i><a href="file:///C:/Users/Owner/Documents/Blog%20posts/linkedin.com/in/krivich0707"><i>LinkedIn</i></a><i>, </i><a href="https://www.facebook.com/strategymusings"><i>Facebook</i></a><i>, </i><a href="https://www.tumblr.com/blog/mkrivich"><i>Tumblr</i></a><i>, </i><a href="https://www.instagram.com/michaelkrivich/"><i>Instagram</i></a><i>,
</i><a href="https://www.pinterest.com/mkrivich"><i>Pinterest</i></a><i>,
</i><a href="https://www.tiktok.com/@whatevermichael?lang=en"><i>TikTok</i></a><span class="MsoHyperlink"><i>, and </i></span><a href="https://mas.to/@michaelk"><i>Mastodon</i></a><span class="MsoHyperlink"><i>.</i></span><i><o:p></o:p></i></p>
<p class="MsoNormal"><i>Join </i><a href="https://www.linkedin.com/pulse/hospital-control-healthcare-illusion-from-marketing-michael-j?trk=pulse_spock-articles" target="_blank"><b><i><span style="border: 1pt none windowtext; color: #002060; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Healthcare Marketing Leaders
For Change</span></i></b></a><b><i>, </i></b><i>a LinkedIn Professional Group, for more topics and thought-leading
discussions.</i></p>
<p class="MsoNormal"><i>The opinions
expressed are my own. </i><i>©Michael
J Krivich 2022. All rights reserved.<o:p></o:p></i></p></div>Michaelhttp://www.blogger.com/profile/02517755077104837270noreply@blogger.com0