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April 18, 2011

Google takes over hospital industry, CMS in private leveraged buyout

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Read the headline?  Those are things that just aren’t going to happen, right?

Well, I’m pretty sure the things that we can expect for the next few years will end up looking just about that strange when we read about them a decade later.

My personal faves are a) Accountable care organizations dominate U.S. healthcare system, b) Most hospitals are connected to doctors via EMR and c)  Emergency departments no longer swamped with uninsured patients.

Anyone else want to volunteer “future headlines” — stuff that might come true but seems impossible at the moment? Or stuff that should happen but just can’t?  Sarcastic or serious, your choice.

So, you got your crystal ball out?  I’ll publish all of your predictions, crazy or not. :-)

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July 27, 2010

Let’s turn patients into evangelists; join our beta and find out how

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We would all love to see great healthcare organizations rewarded by great community support, both on and offline — but the truth it’s rarely that easy.  If you want feedback — even well-earned praise — you generally have to work for it.

The problem seems to be particularly acute for hospitals. Even patients who have had a great experience with labor and delivery, about the most heartwarming,  upbeat experience a healthcare provider can deliver, seldom go online to rave about the lovely setting, the attentive nurses, the modern birthing practices or family-friendly room design. Still,  it’s a problem for providers across the board.

So, what will it take to get patients to share their feelings online? Let’s find out!

nextHealth Media is pulling together  a group of providers who want to build a better community engagement model, specifically by using social media tools.

Our idea is to create a single plan and implement it across a few environments — making it easier to share ideas and make progress — then tell the story of what we’ve learned.

The model will be very simple and the time we invest fairly modest, but we think the returns could be great.  As things progress, Twitter and TweetChat will keep ideas flowing (#engagedpatient).

If you’re interested, drop me a note at engagementproject@nexthealthmedia.com or call me at (703) 537-8105. And if the spirit moves you, please do comment here on what you think it will take to get this project off the ground. Would love to get your input!

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July 18, 2010

Generating serious ROI from your content — it's no pipedream!

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As I’ve met with current and potential clients and partners, I’ve been lobbing what may be a heretical idea over the fence. The idea? That even though they’re not in the business of publishing newsletters and magazines or writing reports, the content they house can be turned into money, sometimes quickly.  And moreover, that they can measure how much value they’ve generated in real-dollar terms, at least some of the time.

When I say content can be turned to money, I have several models in mind. Some of them are already pretty familiar:

Marketing communications: Taking stories you already have internally — such as case studies on successful outcomes — and getting some publicity. That can certainly  help attract patients, though it’s hard to figure out just which patients were influenced by what  message.  Not hard to pull off, as we’re mostly talking text.

Price: $500 to $2,000 per case researched/written up if outsourced to serious marcomm pros

ROI: Potentially, some measurable increase in use of outpatient procedures which are needed, scary and common, as well as as well as new admissions, especially for specialties like OB/GYN where womend o a lot of shopping.  Wild guess in revenue? $500K per year for a 150-bed community hospital if a few good stories are developed and promoted.

* Recruitment:  Gathering stories from clinical staffers on how the find work-life balance and satisfaction when affiliated with your institution.  That can be a bit more complicated to do, as video, photos and scripts may be called for, but the right presentation can be killer — even viral!

Price: From $500 for a crude effort to $2,000 for a glossier series of profiles with backup campaign involved.

ROI: Again using the example of the 150-bed community, if you brought in even four nurses you’d probably save $200K in recruiting costs.

As for doctors, depending on the specialty the amount could vary widely, depending on what in-demand specialties  you managed to attract, but we both know it’s more cost-effective to find someone who really wants to work with your institution than folks who show up because you throw ‘em a big bonus.  If all this strategy does is save you having to come up with another $100K to $150K recruitment bonus, mission more than accomplished.

Is that all you got? Nope!

Next, I’ll talk about less conventional ways to add revenue or save expenses through smart use of the content (and don’t be fooled, I mean waaaay more than editorial content).  We’re talking things as important as changing referral patterns and building community support for controversial new ventures through the use of “social content.”  More to come on this!

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