MD Anderson Affiliation for your Cancer Department?

MD Anderson Affiliation for your Cancer Department?

Here is a link to the hospitals affiliating with MD Anderson. Does this help their marketing departments drive more cancer business? Does it make them a better cancer department?  The answer is likely yes and yes.

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Great Marketing: Be Interested, Not Interesting

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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Profitable Providers Focus on Prevention, Early Detection, and Wellness

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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The Hidden Benefit to Patient Volume: Downstream Revenue

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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