Hôpital & transformations | Équipes, parcours & numérique — Pharmageek

Afin de rendre les systèmes d'information (SI) plus performants, en particulier en termes de qualité et de sécurité des soins, la direction générale (...)

Premier site français d’information en continu sur les technologies de l’information et de la communication (TIC, NTIC) dans la santé

Now at 320 million users, this “microblogging” site has grown into the place to go for the latest news. A few hospitals recognized early on that the power of social media, and Twitter in particular, could be a boon to their efforts to connect with patients and increase brand awareness. Since then, according to the Mayo Clinical Health Care Social Media List, 1,014 Twitter accounts have been established by hospitals to support their marketing efforts and reach their patients.

As Director of Social Marketing at Wound Care Advantage I spend a lot of time watching how hospitals across the country are using and misusing their social media pages. Some are doing an amazing job with content creation and patient engagement.

Premier site français d’information en continu sur les technologies de l’information et de la communication (TIC, NTIC) dans la santé

Du pansement intelligent à la chambre connectée, en passant par le chariot communicant, nombreuses sont les avancées dans le domaine de l'E-Santé. 

Retrouvez les interventions de la Journée Nationale !

PARIS, 5 février 2016 (TICsanté) - Les trois quarts (74%) de l'enveloppe de 400 millions d'euros prévue pour financer la modernisation des systèmes d'information hospitaliers (SIH) dans le cadre du programme Hôpital numérique ont été attribués, a indiqué jeudi le sous-directeur général de l'offre de soins, Yannick Le Guen, lors d'une journée organisée par l'Agence nationale d'appui à la performance des établissements de santé et médico-sociaux (Anap).

Cet ouvrage présente les principales données relatives au système hospitalier français : elles portent sur les équipements, personnels et financements qui concourent aux différentes prises en charge par les établissements, ainsi que sur leur activité et leur clientèle.

— Des dossiers permettent d’approfondir des questions structurelles et d’éclairer les mutations du monde hospitalier.

— Les fiches thématiques comportent chacune une sélection de figures accompagnées d’un commentaire présentant les traits les plus caractéristiques des domaines abordés.

Incubée à Liège au WSL et aujourd’hui hébergée dans l’espace start-ups du bâtiment CreativeSpark (Axis Parc, Mont-Saint-Guibert), 2-Observe est le fruit de travaux de recherche menés par le docteur Jean-Philippe Hermanne, Chef du service d’oncologie du CHR de Namur.

Premier site français d’information en continu sur les technologies de l’information et de la communication (TIC, NTIC) dans la santé

– Ca n’arrive pas qu’aux autres – 29 000 patients de l’hôpital universitaire Arnett de l’Indianna viennent d’être alertés d’un problème concernant leurs dossiers médicaux.

Simplifier la recherche de lits pour orienter efficacement les patients, économiser du temps médical et soignant, éviter les engorgements aux (...)

Although 66 percent of the largest 100 US hospitals have consumer-facing mobile apps, and 38 percent of those have developed proprietary apps for their patients, a mere 2 percent of patients at those 66 hospitals are using apps provided to them,...

Hospitals across the U.S. are learning a valuable mobile marketing lesson, that simply having a mobile app is not enough, according to new research from Accenture.

Le Groupe Jolimont annonce la création d'une nouvelle fonction au sein de ses instances, celle de « Chief Innovation Officer » ou CINO. Une première dans le secteur de la santé belge.

Healthcare marketers revealed strength and innovation in 2015—hospitals nationwide expanded their digital marketing efforts, created impactful ads, and took risks experimenting with emerging media.

But with a new year around the corner, now is a time to look forward and uncover ways to push the boundaries even more. Here are five key focus areas that hospital marketers should strive to perfect in 2016.

Focus Area #1: Prioritizing Digital Marketing
Hospitals have made significant strides in incorporating digital marketing this year?you'd be hard-pressed to find a campaign that didn't include paid search, a microsite, or a social media element.

But in 2016, marketers need to take it a step further and not see digital marketing as simply an element of a traditional advertising campaign, but as the main focus.

Some organizations were trailblazers in 2015; Mayo Clinic centered its digital marketing efforts around patient engagement, making it the cornerstone of its communication strategy.

"Digital marketing is the primary focus of our marketing efforts," former Mayo Clinic CMO John Weston told HealthLeaders Media in May. "This includes seamless integration of digital social media tools allowing us to connect with patients when they need us, about the condition they are concerned about. The digital ecosystem is how consumers acquire and consume information today; especially health and wellness information. Mayo Clinic is committed to be a part of this digital health and wellness environment."

The health system adhered to that strategy by launching a channel on live-streaming app Periscope. In the same vein, Cleveland Clinic took to videos to humanize its brand on Vine.

"We have taken a light-hearted approach to Vine content and truly view it as an opportunity to start a conversation and to get people engaged with our brand in a new way," Amanda Todorovich, content marketing director for Cleveland Clinic, told HealthLeaders Media in March. "My advice to anyone looking to use Vine is to get creative and don't forget to add a personal touch to your videos. Vine is a great tool to help humanize a brand."

It's clear that organizations that mastered digital marketing reached more patients in a more cost-efficient way than their counterparts who view digital marketing as an afterthought. Ultimately, social media, search engine optimization, and paid search should be driving forces behind all major campaigns in the coming year.

Focus Area #2: Connecting with Niche Groups
One of the reasons digital marketing has proven to be so effective is it allows marketers to target specific demographics. Blanket marketing messages no longer hit the mark—content must be tailored to resonate with different consumer groups.

Next year, hospital marketers need to do a better job of identifying, targeting, and engaging niche groups.

Rethink the way you reach out to women. Crouse Hospital has seen success with its multi-layered communications platform geared toward creating meaningful relationships with healthcare decision-makers. Relearn what you thought you knew about communicating with older patients—seniors are more tech-savvy than you might think. And reconsider targeting patients from afar—Johns Hopkins reaches medical tourists via digital marketing andNorthwest Specialty Hospital has found a profitable niche in Canadian patients.

Before launching any marketing effort, make sure you know who exactly you're trying to reach and whether the message you're sending will resonate with them.

Focus Area #3: Encouraging Patient Engagement
Thanks to social media and other digital platforms, advertising is no longer a one-way communications channel. While it's easy to focus on potential negatives caused by this shift, visionary marketers are encouraging patient engagement and using the results to benefit their organization.

Engaged patients can be cultivated into patient advocates. New York City's Hospital for Special Surgery created a microsite that encourages patients to post their own testimonials and allows prospective patients to search stories by condition, physician, treatment, or location. While the microsite itself is an advertising vehicle, it also allows the hospital to source emotional patient testimonials to feature in its ad campaigns.

Fostering patient engagement can also enhance your organization's social reach. When Rex's Women's Center's marketing team created a humorous video promoting its maternity services, all they had to do was post it on Twitter and Facebook and it took off from there.

"People like to be entertained versus being sold on a product or service," Lisa Schiller, vice president of marketing, told HealthLeaders Media in May. "No longer is our brand what we tell people it is, it's what they tell each other. This video, distributed through social sharing, allowed women to tell each other about their Rex experience, and why Rex is the most preferred hospital in our community to deliver a baby."

Focus Area #4: Mastering Image Management
Remember that patient who sued his anesthesiologist for scathing remarks said during his colonoscopy? That was just one of several negative hospital news stories in 2015, none of which were handled particularly well by hospital leadership.

In 2016, hospitals need to improve the way they handle image and crisis management. Sometimes bad publicity just can't be avoided, but having a prepared response will help any organization weather the storm.

Don't forget, a key component of image management is letting the community know when you're doing well. Brattleboro Memorial Hospital did this by launching an integrated campaign to promote its overhauled ED. Not only did the campaign boost its brand awareness, but it enhanced their preference, too.

In the year ahead, resolve to safeguard your hospital's reputation better than before. And, when in doubt, do the opposite of everything the Patriot's did during deflategate.

Focus Area #5: Delivering Extraordinary Advertising
Hospitals and health systems put out some truly outstanding ad campaigns in the last year, but there is room to push the envelope even more in 2016.

Atlanta-based brain and spinal injury center's newsroom attracts and retains audiences through social media and paid promotion.

Hospital marketing is a challenge. Engaging consumers and convincing them to turn to your physicians and services – all while building brand recognition and authority and expanding reach to new potential patients.

It helps to identify important hospital marketing trends that will make an impact over the next year. In a couple of weeks, we’ll look at trends to follow in 2016, but for now, we’ll examine three trends that have made an impact in 2015 and should be followed today.

Here are three important hospital marketing trends to include in your marketing campaign, if you haven’t already.

Tap Into Search Marketing

Before the average patient ever sees a doctor, he or she will have searched online for answers to their symptoms and problems. In fact, 72 percent of Internet users reported looking online for health-related information within the past 12 months, according to Pew Research. This is why WebMD is so popular. This is why countless other sites including medical reviews exist – to provide a steady supply of health-related information for people searching for it.

A hospital has to find ways to tap into search. This is not so much a trend as it is a way of life.

The more information a patient gets from a source online, the more likely it is that that patient will use that facilities services. Tapping into search can mean taking advantage ofSEO and SEM, writing blogs with keywords relevant to searches (i.e. find what health questions people are asking online and then writing blogs focused on those answers), and even spreading the message through guest posts and articles that link back to the main hospital website.

This leads us to another major trend: having a robust repository of knowledge.

Create Content and Post

This is another trend that is more like a way of life. A hospital’s website should be a virtual resource for health-related information, complete with topics that help patients find answers to their problems before they ever see a doctor.

This can take many forms. We recommend a hospital blog. But other options are static content that reads like an online encyclopedia or a FAQ page.

The content should then be re-purposed across all of your channels. It also forms great material for PR pitches, both traditional and digital.

Use a Reputation Management Service

Over 60 percent of patients use online doctor reviews before choosing a physician. The number of patients who use online physician and hospital reviews jumped by 68 percentfrom 2013 to 2014. These two stats alone reveal just how important it is to use some kind of reputation management service for your hospital.

A service can gather reviews and encourage patients to leave reviews on websites. They can also curate these reviews and let you know when one has been posted. Review tracking is a powerful way to manage your reputation, as is the ability to reach out to patients and encourage them to actually create a review. More and more patients are leaving reviews these days, but the more positive ones you have, the better your reputation will be.

Social media is a strong channel for this. You can solicit reviews and have them on your Facebook page, as well as direct patients and followers to external websites for reviews.

Reach for Better Hospital Marketing in 2016

In the coming weeks, check back here for what we expect to be crucial in 2016 for hospital marketing. For now, form a plan to implement the trends outlined here.