Great Marketing: Be Interested, Not Interesting
December 5, 2013

Great Marketing: Be Interested, Not Interesting

Here is some great advice about making and keeping friends in life: Be interested, not interesting.

It’s also the best advice for marketers – especially marketers of healthcare providers.

Yet most of healthcare marketing is nothing more than trying to be interesting. What results is corporate narcissism - talking exclusively about how great, competent, technologically savvy, world class or whatever our doctors and hospitals are.

We have misinterpreted the research about our brand position by bragging about ourselves. Corporate narcissism.

What patients want us to do instead is to care about them. To be truly interested instead of trying to be interesting.…

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Filed Under: Blog, Cancer, Digital, Leadership, Reputation, Trends, Wellness Tagged: , , , , ,
Profitable Providers Focus on Prevention, Early Detection, and Wellness
December 3, 2013

Profitable Providers Focus on Prevention, Early Detection, and Wellness

Baby Boomer money is spent on Prevention, Early Detection, and Wellness – lots of it and more everyday. This is immediately profitable business for healthcare providers and even more profitable downstream revenue as a result of morbidities discovered in risk assessments you’ll provide.

A big trend is an increase in Baby Boomer spending on various types of elective imaging like CT heart scans or PVD screenings, vaccines, full-body dermatology scans, elective early detection lab work (for cancers and other risks) and more. Boomers generally don’t care if insurance pays – they want it anyway.

I have seen a for-profit group of imaging centers drive huge amounts of profits focused almost solely on early detection.…

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Filed Under: Advocacy, Blog, Cancer, Cardiovascular, Case Study, Health Reform, Strategy, Trends, Wellness Tagged: , , , , , ,
The Hidden Benefit to Patient Volume: Downstream Revenue
November 28, 2013

The Hidden Benefit to Patient Volume: Downstream Revenue

Your successful efforts to build patient volume have a big hidden upside: Downstream Revenue. This revenue will likely far exceed the amount of money you drove in by the initial marketing campaign.

Above is a chart of how reimbursement will likely look over the next five years. Note our graph shows 100% of revenue in 2013 came from fee-for-service income. Over the next five years, an increasing amount will come from accepting the risk for the population you serve and keeping them healthier and getting them diagnosed earlier.

But you will still need to drive high-contribution patient volume, and when you do, it will continue to pay financial dividends over the next year.…

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Filed Under: Blog, Cancer, Case Study, Health Reform, Metrics, Strategy, Trends, Wellness Tagged: , , , , , , , ,
Case Study: How To Get 20-Somethings To Opt-In
November 26, 2013

Case Study: How To Get 20-Somethings To Opt-In

You must learn a new skill – how to convert consumers who will underutilize the health system. That means getting healthy young people to opt-in/sign up. Who can teach us how to do it well? One great case study comes from the evil people on the other side of the argument.

At a recent “Opt-out” promotion funded by an extreme political group, they recruited (or “de-recruited”) twenty-somethings – here is an excerpt via the New York Times:

“The group’s communication director, David Pasch, wrote an email to The Tampa Bay Times describing a drunken event at Saturday’s University of Miami-Virginia Tech football game:

‘We rolled in with a fleet of Hummers, F-150’s and Suburbans, each vehicle equipped with an 8’ high balloon bouquet floating overhead.…

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Filed Under: ACO, Advocacy, Blog, Case Study, Experiential, Health Reform, Social Media, Target, Trends Tagged: , , , , , , , ,

Do good. Do well.