House Democrats have just introduced a 1,000+ page healthcare reform bill. Buckle up, Life is going to change as we know it. Healthcare marketing departments now is the time to start proving your worth and doing some serious marketing. Otherwise, don't need you in the new environment.
>>> News Flash, Healthcare Reform >>>
Tuesday, July 14, 2009
Monday, July 13, 2009
Pharma, hospital, healthcare reform and marketing
Saving money?
Okay, who is kidding whom? Pharma gives up $80 billion for healthcare reform for Medicare Part D. Hospitals get on the bandwagon and give up $155 billion in Medicare funding. Total savings $235 billion. Is it real savings or just slowing the growth? Medicare and Medicaid programs are never really cut, just the rate of spending growth slows.
Its just the gov doing their own cost shift dance. You, me, we all pay for these "savings".
Biologic drugs for diseases under reform?
Pharma now wants legislation passed giving them a 13 year exclusivity on biologically derived drugs before biosimilar generics can be introduced. Granted they are complicated and expensive to produce, but really, 13 years to recover costs? Nonsense! I say 6-7 years max and then bring on the generics. Its not reform, just the same old game with different clothes.
Hospital marketing departments, time to tack action!
So hospital marketing and pr departments, what are you doing to drive change in your strategy and tactics to be ready for the new healthcare environment? If you haven't started already, you are behind the eight-ball.
Hint......Focus on PR and media relations. Money well spent and you can produce an ROI. Stop the silly ads.
>>> Pharma, hospital, healthcare reform and marketing >>>
Okay, who is kidding whom? Pharma gives up $80 billion for healthcare reform for Medicare Part D. Hospitals get on the bandwagon and give up $155 billion in Medicare funding. Total savings $235 billion. Is it real savings or just slowing the growth? Medicare and Medicaid programs are never really cut, just the rate of spending growth slows.
Its just the gov doing their own cost shift dance. You, me, we all pay for these "savings".
Biologic drugs for diseases under reform?
Pharma now wants legislation passed giving them a 13 year exclusivity on biologically derived drugs before biosimilar generics can be introduced. Granted they are complicated and expensive to produce, but really, 13 years to recover costs? Nonsense! I say 6-7 years max and then bring on the generics. Its not reform, just the same old game with different clothes.
Hospital marketing departments, time to tack action!
So hospital marketing and pr departments, what are you doing to drive change in your strategy and tactics to be ready for the new healthcare environment? If you haven't started already, you are behind the eight-ball.
Hint......Focus on PR and media relations. Money well spent and you can produce an ROI. Stop the silly ads.
Thursday, July 9, 2009
Question of the day- Mayo Clinic and marketing
Mayo Clinic has no marketing budget, only PR.
They have never done a direct mail campaign, print or electronic media advertisements or any other traditional types of marketing.
Yet everyone knows who they are and what to expect in the way of customer service and quality.
So Quality + Reputation + PR = Success. So on a local level, why do hospitals spend endless dollars on misleading ads and claims when the answer to market success lies before their very feet?
>>> Question of the day- Mayo Clinic and marketing >>>
They have never done a direct mail campaign, print or electronic media advertisements or any other traditional types of marketing.
Yet everyone knows who they are and what to expect in the way of customer service and quality.
So Quality + Reputation + PR = Success. So on a local level, why do hospitals spend endless dollars on misleading ads and claims when the answer to market success lies before their very feet?
Monday, July 6, 2009
Back to basics and de-marketing services
With major cuts in funding coming for hospitals, the only way to survive is to get back to the core. Meaning, what are those core services and programs that regardless of what happens in the world of healthcare, will pay the bills and create market strength and position for you.
Its hard to exit programs and services. I have been saying for years that hospitals can not be all things to all people anymore. That means hard choices. It also means a de-marketing program for all those classes of trade that you exit from.
It will require organizational strategic planning, a willingness to tackle the scared cows, close collaboration with your physicians, intense internal communications and a solid de-marketing and communication plan to sell it to the community.
You will be required to collaborate with your competition. Hard to admit you can't do all things well. If you want to survive, you have too.
Find the expertise to assist you along. De-marketing is an area where hospitals have little experience.
>>> Back to basics and de-marketing services >>>
Its hard to exit programs and services. I have been saying for years that hospitals can not be all things to all people anymore. That means hard choices. It also means a de-marketing program for all those classes of trade that you exit from.
It will require organizational strategic planning, a willingness to tackle the scared cows, close collaboration with your physicians, intense internal communications and a solid de-marketing and communication plan to sell it to the community.
You will be required to collaborate with your competition. Hard to admit you can't do all things well. If you want to survive, you have too.
Find the expertise to assist you along. De-marketing is an area where hospitals have little experience.
Sunday, July 5, 2009
Thoughts for the future
Video releases
Next year how about your healthcare organization producing some video release of with docs explaining what happens when a firecracker goes off in your hand. Use a crash test dummy. Great visual for media. Put it on your favorite public access channel too. At the very least place it on your web site.
Hospital pay raises
I know lots of people who are not getting raises in hospitals this year. But somehow there is always money for the CEO and senior team for a job poorly done. Can you say like, do the right thing and not accept a raise?
Time for a new marketing book
Your marketing is making you look stupid. How is that for a title? Starting on the next great healthcare marketing book and consulting tour. Its time for the industry to wake up and do it right before healthcare reform comes along and the playing field is leveled. How do you spell differentiation?
Healthcare Reform
Speaking of healthcare reform... any clue on how you attract those individuals who can afford to pay privately and not wait in line for service? The next real battleground for revenue.
If you don't think there will be long lines and wait lists, just think about all those hospitals beds taken out of service when 47 million suddenly get access. Can you say, beds in the hallway?
Big insurance is in trouble and facing national healthcare on some level. Why should an employer pay outrageous premiums when they may have the possibility to opt into a government program. The financial analysts, Wall Street and investors will hate that. Too bad you already made your money.
Be a tax-exempt organization, you can behave just like a for-profit and not have to pay taxes. Pretty good deal
LinkedIn, facebook , twitter
If so inclined, you can follow me on LinkedIn, facebook and twitter now too!
Happy 4th of July everyone.
>>> Thoughts for the future >>>
Next year how about your healthcare organization producing some video release of with docs explaining what happens when a firecracker goes off in your hand. Use a crash test dummy. Great visual for media. Put it on your favorite public access channel too. At the very least place it on your web site.
Hospital pay raises
I know lots of people who are not getting raises in hospitals this year. But somehow there is always money for the CEO and senior team for a job poorly done. Can you say like, do the right thing and not accept a raise?
Time for a new marketing book
Your marketing is making you look stupid. How is that for a title? Starting on the next great healthcare marketing book and consulting tour. Its time for the industry to wake up and do it right before healthcare reform comes along and the playing field is leveled. How do you spell differentiation?
Healthcare Reform
Speaking of healthcare reform... any clue on how you attract those individuals who can afford to pay privately and not wait in line for service? The next real battleground for revenue.
If you don't think there will be long lines and wait lists, just think about all those hospitals beds taken out of service when 47 million suddenly get access. Can you say, beds in the hallway?
Big insurance is in trouble and facing national healthcare on some level. Why should an employer pay outrageous premiums when they may have the possibility to opt into a government program. The financial analysts, Wall Street and investors will hate that. Too bad you already made your money.
Be a tax-exempt organization, you can behave just like a for-profit and not have to pay taxes. Pretty good deal
LinkedIn, facebook , twitter
If so inclined, you can follow me on LinkedIn, facebook and twitter now too!
Happy 4th of July everyone.
Tuesday, April 28, 2009
Swine Flu and the Media Equals Opportunity
Okay, are the hospitals and health systems paying attention?
With the media creating a panic about swine flu and the chances of a worldwide pandemic, now is the time for the healthcare system to step forward.
Get those PR and Marketing departments off their chairs and into the media, on your web site and into community with health, prevention and treatment options on the swine flu. Leverage the opportunity to do some good for a change instead of waiting for things to happen.
Okay, free consulting follows:
>>> Swine Flu and the Media Equals Opportunity >>>
With the media creating a panic about swine flu and the chances of a worldwide pandemic, now is the time for the healthcare system to step forward.
Get those PR and Marketing departments off their chairs and into the media, on your web site and into community with health, prevention and treatment options on the swine flu. Leverage the opportunity to do some good for a change instead of waiting for things to happen.
Okay, free consulting follows:
- First, get your docs together in rapid order and get them on board.
- Second, link your web site to the CDC, WHO, etc., and make a big deal out of it.
- Third, prepare some material for distribution in the community. i.e., grammar schools, high schools, private grade schools, senior centers, community groups, local employers etc., and such with tips and ideas for prevention, health information etal. That is what you do!
- Four, write a series of press releases and get them out to the local media and position a doc or docs from your medical staff as the content experts. Arrange some media interviews.
- Five, establish your hospital or health system as the "go-to" information source.
- Six, run some informational public service newspaper ads.
- Seven, write and distribute some PSAs for newspapers and broadcast media, don't forget local cable.
- Eight, get your docs into the community and speaking.
- Nine, be transparent and explain how you will handle a swine flu outbreak in your community.
- Ten, start over repeating steps one to nine again and again and again.
CEOs repeat after me, I will take advantage of opportunities such as this for the greater good of my community.
Thursday, April 9, 2009
Heathcare is Bulit for a Tie
Score Tied and No Extra Innings
Ever think about it? Healthcare is built for a tie. Throughout the industry no one can ever get a competitive leg up. We all have the same managed care contracts, similar programs and services, even our docs go to a group of hospitals. So, in a commodity market environment, which healthcare is, and price is becoming king, how can anyone expect anything less than a tie? You can not be a clear winner, you can not dominate your market, you can not keep out new entrants. Okay, maybe for a short while but not indefinitely. Tie score, 7-7, "same ol same ol" across organizations and it may not change anytime soon. We all do the same things.
Breaking the tie
The only way you can break a tie is with your people. That's right, your employees. They make the difference and set you apart from the field. In a zero sum game where the truth be told, no one can really define service and quality, people make the difference. That is what doctors and patients will remember. That is how you can gain an advantage, that is part of the road to prosperity as an organization. Train them and get them into the community with presentations.
And oh by the way, there should not be a single presentation that anyone gives from the CEO on down that is over six slides. If you can't deliver a presentation in 4-6 slides, then you do not know what you are talking about. Stop the show up and throw up approach to information. People aren't stupid, they can read and that is exactly what they do when you put miles of information with 60 slides in a presentation. They read and don't listen, so why did you even bother giving a presentation? When you do that, then 80 percent of the presentation is about you, and only 20 percent about your audience. Think they really want to hear how great you think you are?
Employees satisfaction is one part of the puzzle to breaking the tie
Still think employee satisfaction isn't important or is only relegated to a bi-annual survey? Think again. The healthcare industry is built for a tie and if you want passionate committed employees and physicians, then you really need to treat them better. Otherwise, its a tie.
And ties aren't a lot of fun.
>>> Heathcare is Bulit for a Tie >>>
Ever think about it? Healthcare is built for a tie. Throughout the industry no one can ever get a competitive leg up. We all have the same managed care contracts, similar programs and services, even our docs go to a group of hospitals. So, in a commodity market environment, which healthcare is, and price is becoming king, how can anyone expect anything less than a tie? You can not be a clear winner, you can not dominate your market, you can not keep out new entrants. Okay, maybe for a short while but not indefinitely. Tie score, 7-7, "same ol same ol" across organizations and it may not change anytime soon. We all do the same things.
Breaking the tie
The only way you can break a tie is with your people. That's right, your employees. They make the difference and set you apart from the field. In a zero sum game where the truth be told, no one can really define service and quality, people make the difference. That is what doctors and patients will remember. That is how you can gain an advantage, that is part of the road to prosperity as an organization. Train them and get them into the community with presentations.
And oh by the way, there should not be a single presentation that anyone gives from the CEO on down that is over six slides. If you can't deliver a presentation in 4-6 slides, then you do not know what you are talking about. Stop the show up and throw up approach to information. People aren't stupid, they can read and that is exactly what they do when you put miles of information with 60 slides in a presentation. They read and don't listen, so why did you even bother giving a presentation? When you do that, then 80 percent of the presentation is about you, and only 20 percent about your audience. Think they really want to hear how great you think you are?
Employees satisfaction is one part of the puzzle to breaking the tie
Still think employee satisfaction isn't important or is only relegated to a bi-annual survey? Think again. The healthcare industry is built for a tie and if you want passionate committed employees and physicians, then you really need to treat them better. Otherwise, its a tie.
And ties aren't a lot of fun.
Subscribe to:
Posts (Atom)