Imagine if you were competing against 22 hospitals in a 25-mile radius.
How would you cut through the noise and clutter? How would you become a hospital of choice for the community? How are you going to reach a tech savvy audience?
For starters, you’ve got to build brand recognition. You’ve got to figure out what makes you different. You’ve got to give patients what they want.
And most important: you’ve got to think digital.
University Hospitals of Cleveland is doing just that.
This hospital isn’t relying on traditional avenues like billboards, advertising or TV spots to reach their audience. Instead, they are talking to patients on social media. And that’s because a whopping 41% of people say social media would affect their choice of a hospital or medical facility.
Here’s how UH is attracting patients digitally:
- A crisp and clean website, chock full of helpful information that’s easy to navigate – always a plus for consumers seeking information quickly and easily.
- Its Facebook page has more than 18,000 fans. It offers a mix of hospital information, general health tips and timely stories.
- A wealth of videos with health information on its YouTube channel, including a fun lip synch video on their home page with the staff at their children’s hospital, Rainbow Babies.
- My UH Care is a platform that gives patients access to their health records in one convenient place. Patients can log-in by using their computer, smartphone or tablet. UH gave patients what they want: a tool to make healthcare simple and convenient.
Posted by Nancy Jean
When it’s snowing outside, do you find yourself asking — to no one in particular, “Do you want to build a snowman?”
Are you over the age of 20 and Santa brought you a plush Olaf for Christmas?
Do you ever fantasize about Kristoff taking you out on a sleigh ride?
If you answered yes to any of these questions, you might be suffering from Frozen fever. But fear not — so are the millions of other people who saw it, too. Frozen isn’t just for kids. In fact, there are a few lessons in the movie that can help you do your job better as a marketer.
Finding the right agency for you
When Princess Anna meets Prince Hans, she declares her love for him immediately. Later, she finds out that he’s not as good as he seems — he’s only interested in becoming King of Arendelle. Let’s say you’re going to get some agency help this year for a few of your projects. Before you break out into a song and dance number, make sure you know what you’re getting yourself into by interviewing multiple agencies, requesting referrals and seeing if you can do a month-long trial period.
Your sisterhood can save you
What made this movie so great was that neither girl needed a Prince Charming to swoop in and save the day (sorry, fellas). Now, granted, you might not be working with your biological sisters at your job (and for most of us, that’s probably a good thing), but women dominate the marketing and communications field. But how often do we help each other out and support each other? For example, why does a woman get judged if she leaves early to take care of her sick kid, but if a man does it — it’s almost applauded? There are lots of ways you can be a good “sister” at work. Think about becoming a mentor to younger women, attend women leadership events or if you know someone needs a pat on the back, why not just give her a hug?
In the duet, “Love is an Open Door,” this back-and-forth stuck with me:
Hans: “We finish each other’s … ”
When’s the last time you’ve surprised your customers by giving them something unexpected? Is your Facebook page surprising and delightful? Or are you just posting the same old stuff every day? Don’t assume you know what your customers want and need. Do some consulting, researching and most important — ask them.
Be a character
Everybody in this movie was so well defined. Think about how you project yourself at work — do your co-workers know what kind of work they can expect to see from you? Are you a sunny optimist like the snowman, Olaf? Are you loyal and hardworking like Kristoff? Always up for a new project adventure like Anna? Whatever you are, don’t hold back. In fact, sometimes, you might just have to …
Let it go
Oh, c’mon. You knew that was coming.
Being flexible is just part of your job description as a marketer. You have to be able to adapt to breaking news, last-minute changes and new technology. When it comes to marketing, perfectionism is the enemy of getting things done. You have to decide what’s good enough and then … let it go.
Posted by Jessica Levco
The best part about working from home is that when I roll out of bed, I can start working immediately. Forget the commute to work. I’m ready to go.
Sometimes, I can’t even believe how efficient I am when I’m sitting at my desk, answering my morning emails: I’m still in pajamas! I haven’t even washed my face! I’m barely awake!
But in 2015, I want to try something a little different. Instead of going from bed to desk in less than eight seconds, I want to carve out 20 minutes each morning for my brain — give my brain some breathing room and some space to start plotting and planning ahead for the day.
Here’s what I’ve tried. What other morning routines would you recommend?
Exercise outside. There’s nothing that gets your creative juices flowing like sub-zero degree on a morning walk or run. Sure, you could wait until later in the afternoon, but if you’re in the middle of a project, it’s harder to pull yourself away from your computer screen. Tip: If you have an errand or place you’re going to, that’s a good motivator.
Fix a fancy breakfast. Skip scarfing down cold cereal by the keyboard. It’s more fun to make yourself something more dramatic — like pancakes, quiche or a frittata. Bonus: Invite a friend to join you.
Find the best hot chocolate or tea in your neighborhood. Drinking something warm is a great way to perk yourself up on a winter morning, but even better if you’re on a mission.
Meditate. The app that’s helped me do this the most is Headspace. It’s a great, easy way to get your brain to relax and concentrate.
Do a chore. Don’t save all the “ugh” stuff ‘til the weekend. Get some of that out of the way in the morning — clean a closet, start some laundry or vacuum. Plus, it’s nice to write in a clean room. Your brain will thank you for getting rid of the clutter.
Posted by Jessica Levco
In order to win the Super Bowl, football players must be motivated, committed and consistent with their fitness regimen and nutrition. These are the same qualities fans need to take to achieve better health and maintain long-term success.
This football season, the Indianapolis Colts and Indiana University Health teamed up to create the Healthy Horseshoe Team and motivate fans to eat healthier and get active.
To participate in the wellness program, fans were asked to register online on the Colts website. Beginning the first Monday of the NFL season, participants were sent videos and articles with advice from clinical experts on simple tips they could do to improve their health, fitness and nutrition habits.
After reading the articles and watching videos, participants were challenged to put the tips into practice by completing simple tasks that could be incorporated into their lifestyle.
Example “extra point” challenges included:
- Playing a game of flag or touch football with your family before watching the next Colts game.
- Creating a tailgate menu that includes your typical favorites, like burgers and dips, and at least one healthier alternative, such as vegetable salad or hummus and crackers.
- Packing your lunch for work and keeping track of the amount of time and money you save by implementing this simple change.
- Including daily workouts (during the holiday season, too!), even if it means splitting it into smaller, 10-minute increments throughout the day.
As participants completed each challenge, they could check it off the list, knowing they are one step closer to maintaining a healthy lifestyle throughout football season and beyond. The 20-week challenge will conclude during the first week of January 2015, but the benefits of the knowledge learned during the campaign will last a lifetime.
Posted by Laura DiGiulio
Looking for a good book to snuggle up to this winter?
We recommend “Embracing The New Paradigm: A strategic guide to digital and content marketing for hospitals and health systems” by Chris Bevolo.
Just get yourself a cup of hot chocolate and get ready to learn all kinds of new ideas about digital and content marketing.
Chris Bevolo, the executive vice president of consumer marketing for Revive Health, wrote this book as a follow-up to his first book, “Joe Public Doesn’t Care About Your Hospital.” Bevolo said there was a lot of energy about the ideas in the first book and this book is a continuation of how to make those ideas happen.
This time, Joe Public is back to tell you how to embrace the “new paradigm.” Here’s how to get started:
- Re-write your content. Stop talking about yourself — your five-star ratings, your quality awards, how great you are. Give people relevant content (like a consumer-friendly health care news site) and give them ways to take action (signing up for a seminar, for example).
- Stop relying on mass advertising (billboards, radio, print) to share your message. Focus on spreading your message on digital channels (Facebook, Twitter, YouTube).
Sounds good, but how can you talk your C-suite into this?
Bevolo says you’ve got to take a long-term perspective when it comes to marketing. You’ve got to educate and talk to as many people as you can about your strategy and goals. He says it can take several times before people start to hear you and absorb the new plan.
“It’s really hard to convince people when it’s reactionary,” Bevolo says. “For example, if a physician comes to you and says, ‘I need a billboard,’ if that’s the moment you decide to change your strategy — you’ve already lost the battle. That’s because you’re reacting to what people are saying.”
To see a sample chapter of the book, click here.
Posted by Jessica Levco
Want to see a beautiful hospital website?
Take a look at what’s going on at The Ohio State University Wexner Medical Center.
Better yet: View it on your phone.
This site, which launches publicly today, defies traditional hospital websites. Forget long-winded copy that prattles on and on about awards and innovation. No more grin-and-grip stock photos of physicians smiling at you blankly. Goodbye cumbersome site navigation that doesn’t give patients what they want.
This website has a mission — in fact, it says so right on the site:
With shorter, skimmable content, we want to get you where you want to go. Whether it’s to request an appointment, get directions or find a doctor, our new design was designed to simplify the task at hand.
Ron Shaull, director of creative services at OSUWMC and content lead on the website project, says as far as he knows, it’s “ one of the first and only fully responsive, high-definition health system website in the country.”
Simply put, this website was made for your phone.
Here are a few site highlights that might pique your interest:
Find a Doctor This new and improved Find a Doctor tool is an easy way for patients to make an appointment with a physician. Patients can narrow down a doctor based on gender, specialty and location. But it’s not just listing static information: doctors have biographies, pictures and videos.
Location Finder This tool helps patients find the nearest OSU Wexner Medical Center hospital. Photos show patients what the building looks like, along with parking instructions and nearby amenities.
Media Room This is a goldmine for journalists. Full-packaged stories with videos and pictures make it easy for a reporter to find sources and contact information.
Posted by Jessica Levco
When you write about quality and safety, you’re spreading good ideas, actions and programs.
But isn’t talking about safety…boring?
It doesn’t have to be. Take a look at these three hospitals that share quality and safety stories:
Get staff involved. Everyone at your hospital can can agree on the need to provide safe, quality care. You can help affirm this desire by spreading quality and safety knowledge. Take a look at this patient safety video from Newton-Wellesley Hospital. Employees are shown in their area of the hospital holding up paper with their three words for patient safety, to the tune of “The Safety Dance.” These types of videos are a great morale booster for employees because it gives them kudos for doing good work.
Write the story down. Cincinnati Children’s Hospital Medical Center showcases its “Lessons Learned” stories by clinicians and and non-clinicians. Shared internally, these safety stories are typically about 300 words and feature quotes from staff members who were involved in the story. In addition, the articles are often used by clinicians during meetings and presentations.
Offer training support. New Medicare and Medicaid reimbursement requirements have put the spotlight on quality and safety. Employees are spending more time on quality and safety training, measures and tracking. When you publish a short video, article or blog on these topics, it’s relevant to everyone’s work. This content can also make employees’ efforts easier by providing material they can share in training and meetings. MedStar Health does videos called “60 Seconds for Safety.” For a recent video, MedStar enrolled their Patient and Family Advisory Council for advice on how to engage patients to help prevent medical errors. While these videos most likely started as an internal project, they’re now featured on MedStar’s website.
What is your hospital doing to promote safety and quality?
Posted by Sarah Hawkins
To create great content in the healthcare world, you need expert input. Often, that’s going to be from a physician.
Interviewing a doctor can be intimidating. After all, physicians are busy, highly trained experts that have better things to do than talking to you — like, for instance, saving lives.
Here are three R’s to be more confident and get the most out of a physician interview.
Use the precious time you have with a physician to get the information you can’t get anywhere else. Research the topic ahead of time and quickly confirm your understanding during the interview. That way, you can focus primarily on what’s different and unique about your expert’s approach. You can also help your interviewee be prepared by sending your questions — or even a rough draft — in advance. That helps crystalize the goal of the interview and keeps you both on track.
Thank the doctor for taking time to talk to you and confirm that it’s still a convenient time. Willingly reschedule if a patient needs the doctor more urgently. But respect yourself and your work, also. You need to take charge and direct the conversation so that you can accomplish what is needed.
Remember, doctors are people, too. Connect on a human level, reveal a little about yourself and don’t be afraid to express wonder and enthusiasm about their expertise and work. “Wow, really?” Your genuine interest can bring out the best insights and help your content come to life.
Posted by Karla Webb
Patients don’t want you to speak to them.
They want a conversation.
For your hospital marketing efforts to be effective, your job is to get people to change their behavior. You want them to sign up for a seminar. Schedule an appointment. Take a class to learn more.
The only way you can do that is if you talk directly to your patients. Here are a few examples of hospitals that actively reach patients where they are looking.
Chatting about Ebola
There’s so much misinformation, fear and confusion about Ebola. People want to find the right information, but they don’t know where to turn. This month, Baylor Scott and & White partnered up with other local officials to lead a community discussion. This event isn’t about the hospital’s services at all—that’s not the point. The point is, Baylor Scott and & White is showing up as a trusted member of the community. If a person listening to this discussion feels like they can trust the hospital, he or she might be more likely to make an appointment at Baylor Scott & White when a health concern pops up.
Ditch the press conference
Highlighted at Ragan’s 6th Annual Health Care Social Media Summit at Mayo Clinic, Spectrum Health did a G+ Hangout with a bone marrow transplant. About 600 people saw the Hangout, after it aired. Spectrum Health was able to reach people who may be curious to learn about its bone marrow transplant program. What makes this stand out is that it was a real conversation—between the hospital communicators, patients and doctors.
A test or quiz is another great way to change or shape behavior in patients. The Ohio State University Wexner Medical Center illustrated how a quiz about memory loss can gain national media attention. In fact, so many people downloaded this quiz—OSU’s website crashed. What makes the quiz interesting was that it wasn’t just static copy. It wasn’t a doctor talking about the dangers of memory loss. Instead, it gave people a chance to take the test and make an appointment to discuss the results.
Start a tweet chat
Patients are on Twitter, too. During seasonal tweet chats, Hasbro Children’s Hospital picks out a topic and people get the chance to ask hospital experts questions about it. Sometimes, it’s important not to push a message, but just listen to what questions or concerns your audience has—and then answer their questions.
Write better website content
You’ve heard that a hospital website is the new front door of your hospital. But people are going to slam it in your face if it’s littered with words like, “state-of-the-art,” “multidisciplinary” and “quality care.” Nobody really goes to a hospital website to browse around. They go to your website because they have a question, concern or looking for more information. Your goal should be to give them readable, useful information that they can talk to their doctor about after they make an appointment with your online scheduler (hint, hint).
Posted by Jessica Levco
When I was at Ragan’s 6th Annual Health Care Social Media Summit at Mayo Clinic, somebody asked me if I was going to blog about it.
But since the conference hashtag—#mayoragan—was trending on Twitter (on both days), it seemed more fitting that I should spend my time in Hootsuite, not Word.
Here are a few of my favorite tweets from the conference. And in effort to maintain some journalistic credibility, I added a few more sentences to each one.
@RyanMadanickMD At first, docs don’t have to tweet—but they can read tweets.
During his keynote session, Dr. Ryan Madanick, an assistant professor of medicine at the University of North Carolina School of Medicine, explained how hospital communicators could encourage doctors to join social media. For doctors, Twitter can seem overwhelming and confusing. That’s why in the beginning; he suggests that listening to what everybody else says matters most. Encourage doctors to check out some tweet chats. @RyanMadanickMD is the moderator for #meded.
A video can reduce patient anxiety about a procedure, but so can a G+ Hangout!
Spectrum Health System communicators used a Google+ Hangout to do a live press conference about its new adult bone marrow transplant program. Not only was this a new way to spread the word about its program, but it’s something that future participants can use as a learning tool, too. Pro tip: If you’re doing a G+ Hangout, remember to practice the script with everybody at least once to test for audio and Internet connectivity.
Journalists want to feel like “owners” of the story, even if you give it to them.
Lisa Arledge Powell of MediaSource explained how The Ohio State University Wexner Medical Center pushes its stories out to the media. But let’s face: nobody likes to be told what to do (even if they are overworked and underpaid journalists). That’s why the hospital offers a newsroom, just for reporters who are looking for experts to interview or b-roll footage to run. Hospital communicators can still “control” the message, but journalists can re-package the story on their own.
“If you engage docs on Twitter, they’ll engage with you,” @chimoose
More than 5,000 doctors post daily on their blogs and Twitter accounts. Greg Matthews, the creator of MDigital Life, talked about how important it is for hospital communicators to start following their doctors on Twitter. Why? If you follow your doctors, your amount of Twitter followers will increase.
The most popular Pinterest board for @PiedmontHealth? The doctors!
Piedmont Health has a robust Pinterest account. What surprised the audience the most was that the doctor board was most popular. You’ve probably written a lot of physician biographies and videos—and Piedmont proves Pinterest to be a great way to re-purpose this type content.
Should patients “friend” docs on FB? Depends on your hospital’s appetite for risk.
To friend or not to friend? Whatever you decide, figure out what policy decision works best for your hospital. Maybe you tell all doctors upfront, “Don’t friend any of your patients.” Or perhaps you take the approach of telling your doctors to use their best judgment—and privacy settings.
@LeeAase: Even with #sm, there’s no substitute for F2F.
When you’re actively tweeting at #mayoragan, you spend a lot of time glued to the hashtag. But the best moments of the conference tend to be when you look up from your computer and talk to the person sitting next to you. And who knows? By the end of the night, you might’ve found a new karaoke partner.
Posted by Jessica Levco