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Tag Archives: Health

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.

HealthCareCommunication.com

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:

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HC and engineering

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First published in 2015.

HealthCareCommunication.com

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. 

Cybersecurity_healthcare

HealthCareCommunication.com

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

Source: www.youtube.com – Thursday, June 29, 2017

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Health systems playing catch-up on rising patient self-pay

Hospitals and physicians are bracing for higher levels of patient self-pay brought on by high-deductible health plans or lack of insurance, and many aren’t prepared for the financial shift, according to a survey of health system chief financial…
Modern Healthcare Breaking News

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.

HealthCareCommunication.com

A template for your next health care infographic

Yes, it’s an infographic on how to produce an infographic.

This template can help PR and marketing pros share a plethora of tips and news to educate patients.

To begin, you must have a clear map in your mind of where to place images and bits of information. Consider the flow of:

  • Pie charts
  • Bar graphs
  • Statistics
  • Text

Take a look:

(View a larger image here)

medical-infographic-illustration-equipment-medicine-31897903

(Image via) 

This article was first published in September 2016.

HealthCareCommunication.com

How to keep travelers from ignoring health risks

Any vacation trip is a risk—regardless of how tame the destination might seem.

Most people know that travel to exotic or underdeveloped countries should come with a battery of vaccinations, but this year health officials warn of outbreaks in more-conventional vacation spots.

Specifically, Europe has the measles.

NPR’s Goats and Soda blog writes :

The [measles] — which kills almost 400 kids each day worldwide — is hitting Europe hard this year.

Romania is fighting a large outbreak with more than 3,400 cases, including 17 deaths. And Italy is seeing a big surge in cases, with at least 400 already in 2017, the World Health Organization reported last week.

The outbreak is only going to get worse.

“Preliminary information for February indicates that the number of new infections is sharply rising,” WHO wrote.

The spike in cases of the deadly disease is linked to a drop in vaccinations worldwide.

NPR reports :

“Over the past five years, measles vaccine coverage around the world has stagnated at around 78 percent,” [ Dr. Seth Berkley , who leads the nonprofit Gavi, The Vaccine Alliance] says. “That in combination with the European outbreak is worrisome.”

For the measles, it’s not enough to have 78 percent of a population vaccinated. You need about 90 to 95 percent to stop outbreaks, Berkeley says.

Because measles is one of the most contagious diseases on Earth. One sick person spreads it to 18 others, on average. The virus literally floats around in clouds through the air, seeking out the unvaccinated.

“You don’t even need to be in the same room with a sick person to catch measles,” Berkley says. “If you were to leave a doctor’s office and someone came an hour later, that person could catch measles just from the virus left in the air.”

Travel vaccines are nothing new for communicators who have been working to inform the public about health risks associated with overseas adventuring. However, recent declines in public trust in vaccines are a worrisome trend for public health professionals.

The Centers for Disease Control and Prevention has done research into why travelers decline their vaccinations. The CDC tweeted its findings:

The results point to a messaging problem, as the study suggests that most people who refuse vaccines are simply unconvinced of the danger of infection.

The CDC suggests that clinicians should be ready with facts to combat apathy when working one on one with patients.

These reports come amid continued anxiety surrounding the Zika virus and its effects on travelers to tropical climes. The CDC continues to warn pregnant women not to travel to areas where Zika has been reported.

It has also published a map with Zika outbreak areas.

Beyond just Zika, the CDC curates a comprehensive directory of every travel destination and its associated risks.

There are other concerns for global travelers beyond viruses and vaccinations. Travelers can be vulnerable to a wide variety of health issues, from blood clots to food poisoning.

Travel guru Rick Steves shares these basic tips on his website :

Take precautions on the flight. Long flights are dehydrating. Eat lightly, stay hydrated, and have no coffee or alcohol and only minimal sugar until the flight’s almost over. Avoid the slight chance of getting a blood clot in your leg during long flights by taking short walks hourly.

Eat nutritiously. The longer your trip, the more you’ll be affected by an inadequate diet. Budget travelers often eat more carbohydrates and less protein to stretch their travel dollars. Protein helps you resist infection and rebuilds muscles.

Use good judgment when eating out (and outside Europe). Avoid unhealthy-looking restaurants. Meat should be well cooked (unless, of course, you’re eating sushi, carpaccio, etc.) and, in some places, avoided altogether. Have “well done” written on a piece of paper in the pertinent language and use it when ordering.

Keep clean. Wash your hands often, keep your nails clean, and avoid touching your eyes, nose, and mouth. Hand sanitizers, such as Purell, can be helpful. However, since they target bacteria, not viruses, they should be used as an adjunct to, rather than a replacement for, hand washing with soap and warm water.

Practice safe sex. Sexually transmitted diseases are widespread. Obviously, the best way to prevent acquiring an STD is to avoid exposure. Condoms (readily available at pharmacies and from restroom vending machines) are fairly effective in preventing transmission. HIV is also a risk, especially among prostitutes.

Get enough sleep. Know how much sleep you need to stay healthy (generally 7–8 hours per night).

Additionally, On Call International put out an infographic on travel health risks.

 

Communicators, how are you warning of the inherent health risks of overseas travel?

HealthCareCommunication.com

17 trends that affect health care

America spends $ 3.8 trillion on health care. Do you know what’s driving and shaping the significant changes we can expect in the industry this year?

Legacy-DNA, a health care marketing agency, has created an infographic featuring 17 trends that health care communicators should pay attention to. For example:

  • The progress of virtual health: Video consultations will reach 5.4 million by 2020.

  • The explosion of 3D printing: Researchers and surgeons experiment with prosthetics and small implants.

  • The growing attention of consumers: By 2018, people are expected to spend $ 6.5 billion on fitness and wellness.

How will you connect your PR, marketing and branding initiatives with these trends? Take a look at the infographic to see 14 other trends unfolding this year:

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17-Trends-Affecting-Healthcare-2016Full

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This article was first published in March 2016.
HealthCareCommunication.com