Marketing Research with a Focus on Patient Experiences
Earlier today I had the pleasure of describing some of the leading research techniques to the NACCDO/PAN marketing group, this year hosted by UNC Lineberger Comprehensive Cancer Center. Our discussion was focused on ways to elicit feedback from patients, families and referring physicians to guide understanding, delivery, and monitoring of the patient experience. Below is [...]
Do You Have a Billboard Problem
We’ve had several conversations recently that go something like this: Marketing Executive: Senior management is upset because they think we’re being outmarketed by the competition. Gelb Consultant: What causes them to think so? You are certainly spending a sizeable amount of marketing communications and physician relations. Marketing Executive: Well, the competition has a few TV [...]
It’s Amazing What We Get Away with in Healthcare
Over the course of many years of reviewing patient and physician experiences at healthcare organizations, I feel compelled to get on my “soap box” about some of the behaviors that we accept in healthcare that would otherwise stifle revenue growth in any other business. Here are a few examples of appalling behaviors: Referring physicians are [...]
Building Accountable Care Organizations
A recent webcast produced by HealthLeaders Media Rounds provided an enlightening conversation regarding Accountable Care Organizations (ACOs). Given the concept is still a fairly new one, the presenters took the time to provide a basic idea of an ACO and how they are working within their organizations to achieve success with this model. It was [...]
Optimal Healing Environments
One thing I have learned through interviewing patients is that sometimes the “little things” make the biggest difference. Bonuses like receiving valet parking vouchers for their first appointment or listening to a volunteer play a musical instrument in the waiting room add significant value for patients. This is especially true given that most patients can’t [...]
Creative Cross-Functional Solutions
I recently attended the Health Forum and American Hospital Association Leadership Summit in San Diego. One theme that I noticed was hospitals improving efficiency by using creative cross-functional solutions. A few specific ideas that I found particularly interesting and inspiring: To better support employees, SSM Healthcare – St. Louis developed a HR Consultant role. Instead [...]
More, more, more
The June issue of Hospitals and Health Networks, brought to light an all too familiar issue, the shortage of physicians, but author Bill Santamour’s explanation was particularly gripping.
AMA Healthcare SIG: Stepping outside the box to market creatively
This morning’s AMA-Houston Healthcare Special Interest Group event, “Outside the Box: Creative Healthcare Marketing,” provided a great opportunity to hear how other marketers think imaginatively. Three marketing experts shared specific case studies from the three very different perspectives.
Healthcare Marketers – Pay Attention to the Competition
For healthcare organizations, it is often the hardest question to answer that is also the most frequently overlooked. Strategic marketing planning often begins with a rigorous review of capabilities, market trends, and market share data. But while the best segmentation scheme can enable incremental and/or accidental growth, it’s most important to determine from whom you will take market share. Through [...]
Insights from University of Michigan Health System Experience Mapping Study
During a presentation at the Fourteenth National Forum on Customer Based Marketing Strategies held earlier in 2009 in Las Vegas, John McKeever, president of Gelb Consulting Group and Jim Macksood, associate director of brand strategy and communication at the University of Michigan Health System (UMHS), shared their insights about an experience mapping study conducted at [...]