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Health Orgs Dooming Their "Innovation" To Failure Forbes In my role introducing patient relationship management systems, I've had the opportunity to speak with and observe many “Innovation” organizations that have been set up in virtually every... 
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by Jenn Riggle. When people think about aspirational marketing, they think of the glitzy conceptual ads for perfume, foreign cars and other luxury brands. You know the ones I mean--I grew up watching Chanel No.
eMedToday's insight:
This is the heart of the hosptial problem. They do not get patient engagement
"Yet most hospitals focus their marketing efforts to promote their service lines, such as cardiovascular, oncology, neurology and orthopedics. And while these efforts may increase awareness, people often turn a deaf ear to them because they're not sick and this information isn't relevant.
Leading healthier lives and managing your health also is aligned to healthcare reform and population health. It's all about providing people with the tools they need to make better healthcare decisions and ultimately, manage their own healthcare."
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Agency Explores Inbound Marketing Strategy in Healthcare PR Web (press release) “Some hospitals or physician practices may get discouraged when inbound marketing doesn't work overnight,” said Mark Shipley, President and Chief Strategic Officer of...
eMedToday's insight:
What is inbound marketing?. It is any message that a patient might find on the web which causes them find your hospital like social media, like content, In general hospital are just learning to use in bound marketing. In bound marketing is where patient engagement is.
"Patients today want to be in control of their healthcare decisions by researching and digesting health information on their own terms through search engines and social media platforms. Outbound or traditional marketing messages may build awareness of hospital brands, but inbound marketing can help hospitals and physician practices engage patients and provide the depth of information that traditional marketing doesn’t allow"
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A new ranking from health IT company Axial Exchange evaluates Florida hospitals based on a patient engagement score.
eMedToday's insight:
Great tool to understand if hosptial are delivering the right patient engagement to it patients
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eMedToday's insight:
This is heart of patient engagement
"If patients understand their condition, know the symptoms to watch for, know why they're taking medication and how to implement the necessary lifestyle changes," the chances of them getting and staying healthy are significantly improved. That is why hospital should have a medical libary on their web site or mobile app
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Star Life Sciences Medical Monitor Research Captures Healthcare ...
eMedToday's insight:
Key pont "Consumers not only rely on digital technology for their health information, they increasingly want the information delivered directly to them, according to Medical Monitor™, a research tool created by Star Life Sciences, a division of marketing communications agency Star Group. It’s just one of the insights on healthcare communications trends gained in the survey of consumers and physicians, conducted in partnership with healthcare marketing research specialists Plesser & Clifford. Star Life Sciences issued the findings to inform its work with existing clients, who include pharmaceutical, biotech, and generic pharmaceutical companies; health systems; payers; and health and wellness companies, as well as in new business development".
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Digital Patient Engagement & Hospital Marketing Strategies to Improve Patient Acquisition and Retention.
eMedToday's insight:
The key take away is not mention here. Hospital need to develop mobile web sites that cater to smartphone,
And
Leverage your website. With 80 percent of internet users looking for health information online, 66 percent of those users are looking for information on diseases or current conditions.3 Take advantage of your online real estate by using it to host blogs, videos and other information. You can promote wellness tips that correlate with the current health observance, emphasize preventative care tips for chronic disease or host spotlight videos of actual physicians discussing these tips. Most hospitals do not do an adequate job of creating on line health content,particulary the use of video. The future of hospital content is video content
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The company attributed the revenue shift toward primary care and away from specialists to the growing trend of hospital employment of physicians. As PCPs become ...
eMedToday's insight:
Interesting fact:
"PCPs (defined in the survey as family physicians, general internists, and pediatricians) generated a combined average of $1.57 million for their affiliated hospitals last year, compared with a combined $1.43 million across 15 specialties" Rather than buy PCP a hospital could invest in a chain of retail health clinics to get the same result.
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The study, dubbed the Healthcare Marketers Trends Report, surveyed more than 200 qualified executives from a range of medical fields and asked about a number of topics including marketing budgets and the many ...
eMedToday's insight:
Even though the article is on reducing budgets there is one great quote.
"The era of Big Pharma, and marketing of the magic of a pill, is gone," Kate Cronin, global managing director at Ogilvy CommonHealth Public Relations, told the news source. "Now it's about everything that surrounds a pill, including services, disease awareness, education and prevention."
eMedToday's curator insight,
June 14, 2013 8:55 PM
Pharma are being pushed for cost reduction.
The quote is so true. The Big Pill is gone and Pharmas need to create new ways to engage doctors and patients and that way is e detailiing
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Hospital Apps Must Be Problem Solvers
eMedToday's insight:
This is the key:
"Now an independent consultant, Rattray says if hospitals approach the decision process with how the patient can and will use the app, then it becomes a tool that can not only solve a problem, but it can also enhance patient engagement".
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In light of recent media attention of hospital advertising spending, healthcare marketers are continuing the debate about how much is too much.
eMedToday's insight:
The answer is NO.
Correct insight:
Just because we can use mass advertising as a means to compete doesn't mean we should use it in such overwhelmingly ineffective ways." Calling the current marketing strategies "wasteful mass advertising on which we seem to be addicted," Bevolo suggests hospitals don't need to spend millions on the old TV-spot brand campaigns that are outdated. Pharmas spend billions of dollars in DTC advertising which is of doutbful value. Same conclusion goes for hospitals
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People are talking about your brand. They could be telling each other glowing stories about their experiences, or complaining about the substandard service that they received.
eMedToday's insight:
Key insight
Only 26 percent of hospitals have an active social media program, although 41 percent of consumers say social media affects their choice of healthcare provider.
Author list 5 interesting truths about social media for hosptials
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John Noseworthy, Mayo Clinic president and CEO, discusses what his company is doing to create more jobs, the best opportunities internationally for growth and Obamacare.
eMedToday's insight:
Mayo Clinic is the gold standard in social media, use of technolgy, mhealth information and patient engagement. Should be a role model for hosptials.
For example, their medical library is world class and every hospital should offer to their patients via a mobile.
Interesting to note they have international expansion plans.
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In the US, 70 percent of residents over age 65 will need long-term care in their lifetimes. The good news is that eHealth can help in monitoring health conditions. The bad news is that home-based-care staffing and turnover issues jeopardize the care these patients need—things such as help bathing, dressing, eating, using the bathroom. Via nrip, eMedToday
eMedToday's curator insight,
June 22, 2013 7:39 PM
There a huge over hang of health care needs and costs with the babyboomers. Clearly, mhealth can have a major impact in this area. Hosptials need to organize a support function that connects to the home for the old population
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Whether it's Facebook, Twitter, or a favorite blog, a growing number of families are using social media as their primary source for health and wellness infor... Via uri goren, Lionel Reichardt / le Pharmageek
eMedToday's insight:
Powerful stuff
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Designing your medical practice's front desk involves a variety of not only design elements, but healthcare marketing elements as well. Let the professionals at Quaintise bring our healthcare marketing expertise to your team!
eMedToday's insight:
In this day doctors and hosptial need a digital re-imagining not so much the office.
What is digital re-imagining?
1. Mobile web site 2. Mobile app 3. Soical media
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The Importance and Role ofSocial Media for HospitalsTheeMedTodaySocial Media Capability Maturity Model forHospitals(developed by eMedToday)Copyright © eMedToda
eMedToday's insight:
Provides a useful frame for hosptial view of social media. http://www.emedtoday.com
eMedToday's curator insight,
June 18, 2013 11:01 PM
The title says hosptial but also applies to Pharma as well
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mobihealthnews Mobile health is touted as affordable, but costs still seen as barrier mobihealthnews GSMA mHealth The mobile industry's GSM Association recently funded a survey of 2,000 healthcare providers, patients and consumers in four different...
eMedToday's curator insight,
June 18, 2013 8:41 PM
Key of survey;
The survey’s top line metric is that 89 percent of providers, 75 percent of patients, and 73 percent of consumers believe that mobile health offerings can convey significant health benefits.
The group’s concerns about costs associated with mobile health offerings were perhaps the most interesting metrics collected by the pollsters.
Now hospitals, Pharmas, health insurance companies need to take note:
If you are not on the mobile wagon, then you will be left behind.
Christine Winters's curator insight,
June 19, 2013 8:36 AM
New study affirms mobile health needs to be part of an overall strategy to engage and empower patients in their care.
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Healthcare Marketing Matters. Advancing the vision, strategy and leadership of healthcare marketing around the world. .... Crafting a Social Media Strategy to Engage the Healthcare Consumer. To tweet or not to tweet, that is ...
eMedToday's insight:
Interesting point. Center of excellence needs to focus on a patient centric environment
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Whether you need a starting concept, or you are just plumb out of ideas, this article will help you develop content that will educate, engage and impact your patients.
eMedToday's insight:
These are some useful ideas.
However, the best approach to content is interview patients and post that interview on your site as a video. Also, post on a wide range of video channels.
The resluts will be massive.
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Rising patient awareness spurs demand for quality healthcare services, forcing hospitals to adopt innovative technology, thereby aiding market development. New analysis ...
eMedToday's insight:
The conclusion:
"New hospital designs, fresh business models, integration of holistic healthcare, and strong focus on healthcare IT will be crucial for private and public hospitals in the region to increase their competitiveness. Market players need to invest extensively in installing, maintaining, and upgrading hospital information systems to enhance operational efficiency, clinical outcomes, and profitability. Sustainable and innovative business models such as green buildings and day care centers will ensure market expansion".
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Aase talked to Healthcare Finance News to share his keys to a successful social media marketing plan. 1. It doesn't have to be Hollywood. Aase says YouTube is one of a hospital's most successful outlets in terms of marketing ...
eMedToday's insight:
The key take away
One of a hospital’s most successful outlets in terms of marketing itself to potential clients However, most hospitals do not use Video. Why
Peter Wilkinson www.peter.uk.com's curator insight,
June 15, 2013 1:17 PM
Some good tips for medical marketers
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Discover the power of content marketing in marketing healthcare IT solutions and learn the six step strategy for killer content marketing. Via Sam Stern
eMedToday's insight:
In general hospitals do not do a good job of custom content creation.
So
Marketing healthcare IT solutions today is no accident. It requires content that gets found, content that grabs the attention of healthcare IT buyers. Once content grabs attention, then it must educate, captivate, and motive.
However, CMO are recognizing the custom, great content is a Must in an organization
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Especially now that we're in the age of Patient Empowerment, hospital marketing has never been more important. Because when health-related issues do rear their ugly head, people are making informed decisions about ...
eMedToday's insight:
Hospital need to create a brand awareness by active use of ditigal marketing.
"Especially now that we’re in the age of Patient Empowerment, hospital marketing has never been more important. Because when health-related issues do rear their ugly head, people are making informed decisions about where they go, who they see and who they’re willing to trust with their health, not to mention that of their children and loved ones."
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A complete guide to finding a doctor online and researching your physician on the Internet. Via dbtmobile
eMedToday's insight:
As the article stated
Finding a doctor a similar to completing a puzzle. Like puzzle pieces, there are many resources available, including word of mouth, hospitals, insurance companies, and physician rating sites. Since the world live on a smartphone, how many hosptial have mobile web sites or mobile app to allow patients to find a doctor AND have a view of their backgroun.
The answer: Not many, less than 30%
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Key insight:
Patient engagement and communication are critical part of innovation formual
"In practice, the most important medical “instrument” for the organizations that have tackled tough populations of patients (e.g., low income, multiple chronic conditions) is communication."