Hospitals: Trends in Branding and Marketing
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Building Buyer Personas

Building Buyer Personas | Hospitals: Trends in Branding and Marketing | Scoop.it
Learn how to build buyer personas of the team of decision makers you face when selling health IT.

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eMedToday's insight:

One of the keys to successful health IT marketing involves customizing your content for all of your audiences. Many digital health firms now create content for early-, mid- and late-stage leads, yet miss opportunities to engage all of their buyers and purchase influencers.

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Hospitals: Trends in Branding and Marketing
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3 Takeaways from PwC’s 2018 Health Industry Issues Report

3 Takeaways from PwC’s 2018 Health Industry Issues Report | Hospitals: Trends in Branding and Marketing | Scoop.it
4 min read — PwC's latest report outlines emerging patient centricity best practices — how does your medical organization stack up?
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Best Tech Gadgets for Seniors and Grandparents

Best Tech Gadgets for Seniors and Grandparents | Hospitals: Trends in Branding and Marketing | Scoop.it
These tech gadgets allow senior grandparents to live independently and adult children to stay in the loop without being intrusive.
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Google Cloud Healthcare API to address medical reord interoperability

Google Cloud Healthcare API to address medical reord interoperability | Hospitals: Trends in Branding and Marketing | Scoop.it
Google has a new tool to help health institutions do more with their data.

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Art Jones's curator insight, March 8, 2:58 PM

Google makes searching the world's largest database feel effortless.  Will Google be able to design and deliver search capabilities for medical records that is both effortless and secure?

 

Excerpt:

Google has already organized the world's search results. Now, it's moving on to medical information.

 

The company's cloud business has set its sights on helping customers aggregate medical data, whether it's labs, medical records or X-ray imaging. All of this information is currently scattered throughout the various hospitals and clinics where patients receive care, and is a huge pain for doctors, nurses and patients to access

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Doctors will have to be more like actors as A.I. gains momentum: Zocdoc CEO

Doctors will have to be more like actors as A.I. gains momentum: Zocdoc CEO | Hospitals: Trends in Branding and Marketing | Scoop.it
Zocdoc's CEO said that medical schools will screen for candidates with a higher emotional intelligence.

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Art Jones's curator insight, January 17, 1:36 PM

The real value of a highly tuned Emotional Intelligence (EQ) will gain importance as technology takes on most of the responsibility for healthcare technical decision making.

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Surgeon Unemployment Rate Reaches 75 Percent; Million-Dollar Med Degrees 'Not Worth Paper They're Printed On'

Surgeon Unemployment Rate Reaches 75 Percent; Million-Dollar Med Degrees 'Not Worth Paper They're Printed On' | Hospitals: Trends in Branding and Marketing | Scoop.it
Insights from the future: automated diagnosis, treatment, and surgeries will result in mass medical unemployment. Oh ... and medical care will be free (as in beer, not speech).

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Art Jones's curator insight, January 11, 10:23 AM

John Nosta shares his forecast for how the groundswell of healthcare disruption will effect everyone and everything involved in healthcare. 

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How health care organizations prove ROI through digital marketing

How health care organizations prove ROI through digital marketing | Hospitals: Trends in Branding and Marketing | Scoop.it

In the past, health care organizations relied on doctor referrals and inefficient mass advertising to reach potential patients.

Today, it’s possible to tie the procedures booked and the income earned to specific campaigns. You can glean digital data from apps and the internet—and even from billboards and print ads.

A new tip sheet from Ragan Communications and Blackbaud, “Digital Marketing Musts for Health Care Communicators,” offers ways to track your return on investment. The free download offers tips and tactics for making the most of your marketing campaigns.

Modernize your marketing, and you’ll no longer have to speculate which campaign or communications effort brought in a patient. Learn from experts at Mayo Clinic, Riverside Healthcare and others how to capture data and tie your marketing efforts to the bottom line. There are ways to serve the needs of your patients—and your marketing requirements—and do it all ethically.

“Health care is one of those unique industries where there’s a lot of data,” says Adam Brase, chair of marketing at Mayo Clinic, “but we have to be careful how we collect data, and how we use that data to better serve our customers and our patients.”

Multifarious methods

The tip sheet covers a range of ways you can find out where you are getting the most for your marketing dollars.

Hospitals have something valuable to offer—medical expertise. If you provide useful information, your grateful audience will provide data in exchange. Find out how to do this.

 

“You have to give them something of value, so they will give you their email address,” Ujjainwalla says.

By next year, two-thirds of interactions with health care facilities will occur by mobile devices. That makes apps an increasingly important means of reaching and engaging with potential patients.

Mayo Clinic’s main application provides strong engagement with offerings that range from an appointments function to useful content. Learn what kind of content keeps people coming back time and time again.

Many organizations struggle with proving the ROI for print and billboard advertising. There’s a simple way to gather that data, enabling you to trace incoming patients right down to the street corner where they first saw your ad.

Brand journalism can play a part. Riverside Healthcare in Kankakee, Illinois, launched a stroke campaign that included blog posts, videos with specialists, Facebook posts and other elements, says Judy Pretto, manager of marketing and communications.

“This is about planting the seed for when the need is there,” Pretto says.

From cultivating advocates to customer relationship management systems, from Google AdWords to harnessing the data of website searches, find out how other health care organizations are making the leap to smart marketing.


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Guidelines needed regarding searching for patient information on the internet  #esante #hcsmeufr #digitalhealth #mhealth

Guidelines needed regarding searching for patient information on the internet  #esante #hcsmeufr #digitalhealth #mhealth | Hospitals: Trends in Branding and Marketing | Scoop.it

Medical professionals have a range of tools at their disposal to care for patients. New University of Otago research delves into the ethical dilemma of adding the internet to their choices.

 
The prominence and use of the internet is continuing to increase across society, with personal online information readily available for the majority of the population.

Dr. Susan Walthert, of the Dunedin School of Medicine Medical Education Unit, says little is known, however, about the prevalence of New Zealand medical professionals using internet search engines or social media sites to gather information on their patients, known as patient-targeted Googling.

"The internet presents a raft of ethical issues by blurring some boundaries of professionalism and introduces new modes of intimacy in the doctor-patient relationship,'' she says.

In the first study of its kind in New Zealand, initiated by Otago Medical School student Aaron Chester, Otago researchers conducted a survey of 54 final year Otago Medical School students. Subsequent focus groups were held with 10 of them.

Their aim was to gain an understanding of the extent of the practice of patient-targeted Googling in New Zealand, the ethical and clinical issues it presents, the motivations and attitudes of participants towards it, and its association with online behaviours and social media use.

The results, just published in BMC Medical Ethics, show while patient-targeted Googling was uncommon, with just 16.7 per cent having done it, most participants wanted more explicit guidance on the issue.

Though there are many guidelines about the use of social media for medical students, the researchers were unable to find any guideline or policy that specifically addressed patient-targeted Googling.

The survey also reveals diverse attitudes towards the practice, as it had potentially positive and negative outcomes.

Dr. Walthert describes patient-targeted Googling as "ethically problematic'', but believes it can also be a useful tool when it comes to patient care and safety.

"It is important that medical professionals think about patient-targeted Googling and check their reasons if they decide to Google a patient. There is huge risk to the doctor patient trust when patient-targeted Googling occurs.''

Negative aspects of it include if patients feel their privacy and autonomy has been breached, resulting in distrust towards the healthcare professional, and therefore less effective care and poorer health outcomes.

While positive aspects include if critical information is not available from the patient or other sources, it may provide a simple solution; an unconscious patient in an emergency department, or someone with advanced dementia would be two examples.

The care and safety of psychiatric patients presents another circumstance in which a patient may benefit from their doctor being able to access more information about their patient.

"Healthcare professionals could learn more about a patient's mental state or suicidal ideation from the content of their social media posts, which may enable the healthcare professional to prevent harm to the patient,'' Dr. Walthert says.

As a result of the study, Otago Medical School now includes the issue of patient-targeted Googling within early learning in medicine. It is also considering guidelines about the practice.

"My own sense is that patient-targeted Googling is here to stay, and will increase unless the issues about the risks of the practice are not raised. Young medical minds need to be given the chance to reflect on how they use social media in this way,'' Dr. Walthert says.

She also believes further research on the subject is required.

"We should know more about this and would like to widen the surveyed population to include other medical professionals such as nurses and physiotherapists.''


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Hospital Branding: Digital is a Lose-Lose Proposition

Hospital Branding:  Digital is a Lose-Lose Proposition | Hospitals: Trends in Branding and Marketing | Scoop.it
A blog about Hospital Branding & Healthcare Marketing, written by Rob Rosenberg of Springboard Brand & Creative Strategy
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In the future, health information can be shared directly via your mobile phone to your physician – will it soon be possible to monitor even gestational diabetes without needing to fill in paper for...

“Oh no! Not gestational diabetes again! As if I wasn’t busy enough with other things as it is. Now I will need to monitor my blood sugar levels and also keep a record of what I’m eating

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Art Jones's curator insight, December 1, 2017 10:50 AM

When our cellular phone doubles as health monitoring device, patient, and practitioner both gain ready access to real-time data and data history.

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Benefit of social media on patient engagement and satisfaction: Results of a 9-month, qualitative pilot study using Facebook

Benefit of social media on patient engagement and satisfaction: Results of a 9-month, qualitative pilot study using Facebook | Hospitals: Trends in Branding and Marketing | Scoop.it
Despite the potential benefits of social media, health care providers are often hesitant
to engage patients through these sites. Our aim was to explore how implementation
of social media may affect patient engagement and satisfaction.

Via Marie Ennis-O'Connor, Giuseppe Fattori
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(2) How To Measure Vital Signs at Home! - The Medical Futurist - YouTube


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Art Jones's curator insight, December 8, 2017 3:23 PM

Personal wellness and health data was once gathered only in specialty locations. Those locations employed expensive equipment to gather the data.

 

Today because of the miniaturization of computing power (mobile phones & wearables) those same test are now ubiquitous and accessible by anyone, anywhere at anytime. 

 

Devices like those highlighted in this article are ushering in a new democratization of healthcare era.

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The Power of Testimonials in Healthcare Branding

The Power of Testimonials in Healthcare Branding | Hospitals: Trends in Branding and Marketing | Scoop.it
A blog about Hospital Branding & Healthcare Marketing, written by Rob Rosenberg of Springboard Brand & Creative Strategy
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How the Diabetes Community is Revolutionising and Democratising Self-care

How the Diabetes Community is Revolutionising and Democratising Self-care | Hospitals: Trends in Branding and Marketing | Scoop.it

As the world reflects on diabetes and the highly complex global challenges it poses, it’s interesting to explore the role the diabetes community has played in revolutionising and democratising self-care; creating an inspiring blueprint for how we might manage other chronic conditions.

 

The diabetes community  has been pioneering in embracing the benefits of self-management. The early adoption of mHealth applications have played a key role in helping patients and clinicians collect and share information and learn more about their conditions.

 

The clinical benefits of putting testing in the hands of patients has been obvious for many years. Since the early electrochemical glucose meters in the late ’80s and early ’90s functionality to store and track trends has been added to patients’ home glucose monitors.


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Digital Health Best Practices For Policy Makers: A Free Report

Digital Health Best Practices For Policy Makers: A Free Report | Hospitals: Trends in Branding and Marketing | Scoop.it
The Medical Futurist Institute collected great digital health policy examples worldwide. We hope to inspire policy-makers to take steps towards the future!
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The 20 most expensive health conditions in the US | Business Insider

The 20 most expensive health conditions in the US | Business Insider | Hospitals: Trends in Branding and Marketing | Scoop.it
Hospital stays are expensive - adding up to more than $US381 billion a year in the US, according to recent data. The average hospital stay costs over $US10,000, but the amount varies widely depending on the medical condition.
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Understanding the challenges of healthcare professionals

Understanding the challenges of healthcare professionals | Hospitals: Trends in Branding and Marketing | Scoop.it
Life sciences leaders should always consider the challenges facing today’s doctors when formulating and deploying a marketing and sales strategy.
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For the first time, a robot passed a medical licensing exam

For the first time, a robot passed a medical licensing exam | Hospitals: Trends in Branding and Marketing | Scoop.it
Chinese AI-powered robot Xiaoyi took the country's medical licensing examinations and passed, according to local reports.

Via Art Jones
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Art Jones's curator insight, January 4, 5:42 PM

Which country will win the race to maximize healthcare outcomes by harnessing the power of AI?

 

The Chinese AI-powered robot Xiaoyi is just one example of how much China is keen on using AI to make a number of industries more efficient.

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Patient access to notes could boost patient engagement, reduce documentation time

Patient access to notes could boost patient engagement, reduce documentation time | Hospitals: Trends in Branding and Marketing | Scoop.it
Encouraging patients to help write and add notes to their personal medical charts -- a task typically handled only by medical professionals -- may help patients feel more involved with their own care and improve relationships with their doctors, a new study has found.

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Art Jones's curator insight, December 19, 2017 2:37 PM

When the notes are about what I feel and how i react to anything related to my care, of course my voice should be part of the  conversation.  

 

W. Edwards Deming, the patron saint of the QUALITY process said this: Without data, you're just another person with an opinion." I mention Deming because embracing the patients commentary in notes may enrich the data available to practitioners and the additional data may enable a better patient outcome.

anaTorrente's curator insight, January 16, 6:26 AM

Según un estudio publicado en Annals of International Medicine, una investigación elaborada por investigadores de UCLA Health y Beth Israel Deaconess Medical Center, ambos de EEUU, señala que la participación de los pacientes agregando su propia información en la Historia Clínica Electrónica o HCE (lo que denominan sus propias notas médicas) mejora su involucración en su propia atención médica y mejora la relación del paciente con los profesionales médicos. Además facilita el trabajo a los propios médicos en cuanto a la documentación de la HCE, ya que gracias a esto invertirán menos tiempo. En ésta los propios pacientes añaden información como síntomas o problemas médicos que han ido presentando desde su última visita médica, así como objetivos para próximas sesiones. Esto permitiría por lo tanto a los médicos centrarse más en la atención al paciente. Está previsto que en 2018 comiencen los primeros programas piloto en algunos centros médicos en EEUU.  

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Can doctors recover from burnout?

Can doctors recover from burnout? | Hospitals: Trends in Branding and Marketing | Scoop.it
Yes, and that means we have to support each other.

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Art Jones's curator insight, December 22, 2017 3:59 PM

How do you prevent burnout? 

 

Perhaps, encouraging practitioners to do these three things:

  • Learn how to become more self aware
  • Nurture their emotional Intelligence
  • Acquire training to bolster their resilience.

 

Excerpt:

Physician burnout is dynamic and ever-changing, on a day-to-day individual level, and on a broader systems/organizational level. We need to keep the conversation going, support one another and find creative ways to help every physician prevent and manage burnout.

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5 ways to build the brand loyalty of your physicians | Articles | Main

5 ways to build the brand loyalty of your physicians | Articles | Main | Hospitals: Trends in Branding and Marketing | Scoop.it
As the delivery of health care evolves, doctors must be aligned, engaged and satisfied. This can enhance culture and boost patient volume.
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Churn, confusion and disruption: The dark side of Obamacare coverage

Churn, confusion and disruption: The dark side of Obamacare coverage | Hospitals: Trends in Branding and Marketing | Scoop.it
Under the market-based system set up by the ACA, individuals are encouraged to "shop around" each year to find insurance that better suits medical needs and income. In fact — like Weston, a trade association executive in Sulphur, Okla. — they are often forced to do so when plans drop out of the local market or eliminate preferred hospitals and doctors from the network.
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Enabling better healthcare with artificial intelligence

Enabling better healthcare with artificial intelligence | Hospitals: Trends in Branding and Marketing | Scoop.it
Are consumers and clinicians prepared for innovation?

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Art Jones's curator insight, December 1, 2017 10:54 AM

Excerpt:

As processors get faster and faster, we are getting better and better at automatically parsing through, evaluating, and categorizing the enormous amount of patient data available to us. This is enabling us to begin to diagnose, predict, and even—with the help of robotics—treat human ailments. As we continue to enhance our ability to turn patient data into intelligence about that patient, we will increasingly challenge our assumptions about the limitations of healthcare delivery.

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Emergency rooms are monopolies. Patients pay the price.

Emergency rooms are monopolies. Patients pay the price. | Hospitals: Trends in Branding and Marketing | Scoop.it
New data shows how emergency rooms take advantage of their market share, at the expense of their patients.

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Art Jones's curator insight, December 4, 2017 3:57 PM

This well-researched article says visits to the emergency room are declining while the cost of an emergency visit has steadily increased. 

How much do emergency rooms contribute to the rising cost of healthcare?

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Microsoft’s Strategy for Finding What’s Next in Healthcare A.I.

Microsoft’s Strategy for Finding What’s Next in Healthcare A.I. | Hospitals: Trends in Branding and Marketing | Scoop.it
Microsoft is applying the same model it used to launch its quantum computing and chatbot efforts to innovation in healthcare, signaling the company’s ambit
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Healthcare Branding: Three Important Steps to Winning with Online Owned Media

Healthcare Branding:  Three Important Steps to Winning with Online Owned Media | Hospitals: Trends in Branding and Marketing | Scoop.it
A blog about Hospital Branding & Healthcare Marketing, written by Rob Rosenberg of Springboard Brand & Creative Strategy
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