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Tag Archives: Care

Report: How consumers search for health care

How do patients find you?

Knowing the answer is the key to marketing your organization’s services and communicating its strengths.

Kyruus, founded by a team of physicians and technologists, uses data to help health systems match patients with providers more precisely and to reduce barriers to access.

The organization—its name comes from the word “chiral,” which describes an object or form (e.g., a hand) that cannot be superimposed on its own mirror image—recently surveyed 100 consumers on how they search for, select and schedule appointments with health care providers.

Among the survey’s findings: Even when consumers get a referral for a specialist, 90 percent always or sometimes conduct their own research on providers before scheduling an appointment.

Among other results:

  • · Consumers consider insurance accepted the most important factor when selecting a provider. Three out of four rate it as extremely important.
  • Relevant clinical expertise is the second key factor (53 percent).
  • Four out of five consumers cite appointment availability as a vital factor when selecting a provider; more than 60 percent have searched for an alternative provider to schedule an earlier appointment.
  • More than 40 percent of consumers say they trust online reviews “completely” or “very much.”
  • Sixty-two percent of consumers prefer to book appointments by phone, citing speed of booking and personalized service as the top two reasons.
  • Convenience is key for millennials. Two out of five prefer to book online, indicating that pressure on health systems to enable and enhance online scheduling will rise.

View more details and download the report here.

How health care organizations prove ROI through digital marketing

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.

Don’t be left behind. Download your free guide now.

Providers bundling equipment purchases to save money, improve care

Norman Regional Health System is bundling its equipment purchasing to reduce costs and improve care.
Modern Healthcare Breaking News

Infographic: How engineers are helping doctors and health care communicators

Mobile traffic and medical device growth are booming, and the surge is important for communicators.

Electrical engineers who have helped develop CT scans, defibrillators and monitoring devices for chronic health conditions are also focused on small, wireless technology for clinicians.

Communicators can get ready for groundbreaking equipment and monitoring changes, which make for great content and fodder. For example, electrical engineers are working on:

  • A virtual stethoscope (not a cumbersome electrocardiogram machine) may soon offer waveform graphics and audio of a patient’s heart activity on a PDA.

  • RFID sensor technology badges that track time spent on patient care versus locating lost equipment.

  • Electronic underwear that sends gentle electrical charges every 10 minutes to improve blood flow and stimulate cells. Experts predict the “smart e-pants” could save $ 12 billion a year in health care costs in the U.S. alone. How? The garb could reduce or eliminate 60,000 deaths from bed sore infections.

You don’t have to be Bill Nye, the Science Guy, to be impressed with the technology featured in this infographic. Take a look:

(View a larger image)

HC and engineering

(Image via)

First published in 2015.

Giving in to providing primary care in the ED

Carolinas HealthCare is finding success by converting a hospital into a stand-alone emergency department that offers primary care.
Modern Healthcare Breaking News

House committee to explore care for veterans during field hearing

The House Veterans Affairs Committee will look at ways to improve access to care for veterans, especially in rural areas, including delving into the Choice program.
Modern Healthcare Breaking News

How health care communicators can tackle the data-loss epidemic

One in three health care patients in the U.S. had confidential data compromised in 2015.

Careless internal mistakes—such as phishing scams and poor password security—can explode into a system-wide cyberattack that brings unwanted headlines and damages reputations.

PR pros updating their crisis plans for 2017 can use this infographic as a guide to potential minefields. Take a look; the stats are eye-opening. For example:

· Seventy percent of major health care breaches result from stolen or missing portable hardware and devices with unencrypted data. The average for other industries is 19 percent.

· The cost of cleaning up a single compromised health care record is $ 407.

· Some 112 million patient records were lost in 2015.

Collaboration with IT, HR and other stakeholders will be crucial. 


Patient advocates say Medicaid per capita caps would demolish long-term care for elderly

Nursing home and home-health care agency trade groups warn that Medicaid per capita caps would deprive the elderly of long-term care just as the first baby boomers reach age 80.
Modern Healthcare Breaking News

Trump Doesn’t Seem to Know Anything About Health Care: A Closer Look

Source: – Thursday, June 29, 2017

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For health care videos, there’s magic in the scripts

Yes, we are all about visuals these days.

However, there is magic in the writing that accompanies videos, especially those that must combine complex medical science and human emotions.

Los Angeles-based City of Hope is one of 45 comprehensive cancer centers designated by the National Cancer Institute. The research and treatment facility’s YouTube Channel is dubbed the “Miracle of Science with Soul.”

One recent video has a deftly written two-and-a-half minute script. The clip gently introduces viewers to people who have cancer, the doctors who treat them and researchers who work toward a cure. 

[RELATED: Learn new strategies to tell your story with social media, images and video]

The beauty in the segment is the verbal bridge linking physicians, CEO Robert Stone and the patients served by City of Hope. There are no mysterious medical terms or jargon. There is also a congruence in Stone’s facial expressions and body language, which complement his spoken words.

“It really is focused on what we discover in the laboratory and taking it across the street to somebody who is a bed suffering from a disease that we want to cure,” said Dr. Stephen Forman.

The people in the video capture the essence of the City of Hope story. For a 102-year-old facility, some messages are timeless. Take a look:

(Image via)

Published August 2016.