Uncategorized
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Apr 1, 2013
Podcast #188: Incendiaries
Listen in as the Arrogant Healthcare Marketing Bastards of Interval discuss hot topics in healthcare marketing. This week we discuss the acknowledgment of changes in healthcare marketing, but the inability to really embrace these changes, astronomical fees to promote hospital awards, and more. Show notes are on ThinkInterval.com.
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Jun 4, 2012
September 2012 – co-presenter, SHSMD fall conference
On September 19, I will co-present the workshop “The Metamorphosis of a Digital Marketing Strategy” at the Society for Healthcare Strategy and Market Development annual education conference in September. My co-presenter is Chris Boyer, director, digital communications and marketing at Inova Health System. Here’s the description of the workshop:
When Chris Boyer first arrived at Inova Health System (Falls Church, VA) in 2010, the 6- hospital system had a grand vision for an overarching, integrated digital strategy, but needed help seeing it realized. In the ensuing two years, Chris and his team, with support from Chris Bevolo and the team at Interval, has transformed Inova’s approach to digital marketing, instituting a robust social media presence, creating online marketing campaigns and patient funnels, using the latest in CRM, SEM, email and microsite strategies, overhauling the organization’s website strategy and design, and more. In this workshop, learn from Chris and Chris how to transform your approach to marketing by leveraging the amazing digital tools, channels and content now available to hospital marketers. Participants will get a hands-on tutorial on creating a strategic vision and a comprehensive plan for digital marketing, as well as insights into navigating internal challenges and building crucial buy-in.
The workshop will be held from 1:00 – 4:00 p.m. on Wednesday, September 19 at the SHSMD conference in Philadelphia. Visit the conference website to register or for more information.
Apr 16, 2012
Podcast #146: Daddy bloggers
Listen in as the Arrogant Healthcare Marketing Bastards of Interval discuss this week’s hot topics in healthcare marketing: dads are big social media users too, a new co-branded marketing effort from provider and insurer, assessing Facebook brand pages and more. Show notes are on ThinkInterval.com.
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Jan 16, 2012
Healthcare Marketing Report covers “Joe Public”
In the January 2012 issue of Healthcare Marketing Report, editor Richard Cohen provides a review of Chris Bevolo’s new book, “Joe Public Doesn’t Care About Your Hospital.” Here’s an excerpt from the article, titled “This new book title really grabs one’s attention”:
“Healthcare marketers could be depressed by these statistics, or take action. Bevolo provides a multi-layered approach for what he believes healthcare marketers should do as they move forward.”
Jan 10, 2012
Podcast #133: Unintentional SEO
Listen in as the Arrogant Healthcare Marketing Bastards of Interval discuss this week’s hot topics in healthcare marketing: a reform riff, Teen Mom marketing opportunities, a new social networking tool we like and more. Show notes are on ThinkInterval.com.
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Nov 29, 2011
November 2011 – speaker, MHSCN conference
On November 5, I was one of three members of an hour-long panel discussion titled “The Doctor is In” at the end of the 2011 Fall Conference for the Minnesota Health Strategy and Communications Network (MHSCN). Audience questions ranged from living the brand to dealing with physicians to embracing social media.
Mar 29, 2011
Orlando Reflection
The plane ride back from a conference is always a great time to reflect on the experience. And I think it says a lot about the value of the Healthcare Marketing Strategies Summit I just left in Orlando that I had no time to blog while there, because the content and the networking were fantastic. So many good speakers, like David Meerman Scott, who delivered his keynote, “Real-Time Marketing: How to Instantly Engage Your Market and Connect with Customers.” When he made the point that organizations need to provide people with compelling content because “nobody cares,” I knew he was a man after my own heart (see “Joe Public Doesn’t Care About Your Hospital.”) Great session and very inspiring – now he needs to deliver that to all the hospital CEOs out there!
A lot of the conversations seemed to revolve around the onslaught of emerging strategies and tools available to healthcare marketers – from new social media entrants like Quora and GroupMe to mobile to pay-per-click to interactive portals and assessments. It really feels like as an industry, we may be approaching a tipping point where old-school thinking finally gives way to more targeted, more engaging and more effective marketing efforts. Continue reading…
Feb 3, 2011
One more ACO unknown: the brand factor
Let’s forget for a moment that even though Senate Democrats just defeated an effort to repeal the federal healthcare reform legislation, the law is still under threat of U.S. Supreme Court repudiation. Or that even though healthcare organizations across the country are scrambling to determine how – or if – they will participate in Accountable Care Organizations (ACOs), clear guidelines and regulations are still pending from the federal government. (One of my favorite quotes, which seems to be credited to multiple sources, states: “ACOs are like Unicorns, everyone knows what they are but no one has ever seen one.”) Or how potential legal issues, from antitrust challenges to Stark law conflicts, will play out. Let’s just assume that at some point, we’ll begin to see ACOs appear on the healthcare scene.
My question, with all of these caveats and unknowns notwithstanding, is this – what exactly will be the branding impact of these ACOs? Continue reading…