HealthLeaders Media Marketing Weekly - March 3, 2010 | Successful Physician Retention Must Start During Recruitment View as a Webpage | Subscribe for Free
Successful Physician Retention Must Start During Recruitment
Marianne Aiello, for HealthLeaders Media

Explaining healthcare marketing to my aunt and uncle, who I visited before attending Healthcare Strategy Institute's Physician Strategies Summit in Phoenix, turned out to be a timely reminder of how marketing for hospitals truly differs from marketing for consumer products. "It's not just about billboards and commercials, because a lot of the time people can't just go to any hospital they feel like," I told them. "It entails increasing physician referrals, attracting the best doctors to your organization, and then keeping them there." Keeping them there, I later found out at a session on physician onboarding, begins at the earliest stages of the recruitment process—and any marketer can get involved. [Read More]
  March 3, 2010


Editor's Picks
Trained Interpreters Improve Patient Satisfaction—A Lot
The use of trained language specialists to assist physician-patient communication dramatically improves satisfaction in emergency room settings with non-English speaking patients, according to a study by Mathematica Policy Research. It seems like the study is just confirming the obvious, but the results are noteworthy. The research firm studied 424 Spanish speaking, limited English proficiency patients in two central New Jersey hospitals between October 2008 and April 2009. Researchers found that 96% of patients who were assigned interpreters responded they were "very satisfied" with patient-provider communication, versus 23% of patients who received "usual" language services in the ED, such as telephone language line and ad hoc interpreter services provided by bilingual staff and family members. With such a large patient satisfaction gap, language services can’t afford to keep the status quo. [Read More]
Hospital iPhone App Posts ED Wait Times, May Boost Patient Satisfaction
The Hospital of Central Connecticut has launched a new iPhone app that posts wait times at its facilities' emergency rooms, and hospital leaders think the information will improve both patient satisfaction and ED efficiency. Every five minutes, the free iPhone app posts emergency room wait times at HCC's New Britain General and Bradley Memorial campuses. The app also provides maps and directions to the campuses, emergency room phone numbers, and general information about the hospital. Not so sure apps like these are necessary, but there are probably some accident-prone iPhone users that will love it. Phew, I made it this whole time without a lame "there’s an app for that" pun. [Read More]
To go viral, give out free stuff
NyQuil has more than 100,000 fans on Facebook—and it’s not because there are a lot of sniffly, sneezy, stuffy, achy cold medicine proponents perusing social media. NyQuil is giving away free T-shirts. The Facebook app launched in December, and fans who upload a photo of themselves sleeping when they’ve got a cold and get five friends to vote for it receive a free shirt. That seems like a lot of effort for a shirt to me. Guess you should never underestimate the power of swag. [Read More]
AMA leader disappointed that pay cut issue still unresolved
American Medical Association President-Elect Dr. Cecil Wilson talked this week with C-SPAN about the Medicare and Medicaid budgets, the proposed 21.2% Medicare physician payment cut, and his quotes that were in a recent HealthLeaders Media article. The House approved pushing back the payment cut scheduled for March 1 by one month, but the Senate has yet to take up the issue. Instead, CMS announced this week that it is asking contractors to hold claims for 10 days, which temporarily shelves the Medicare pay cut. CMS expects that provider cash flow will not be interrupted. [Read More]
Mission Driven, Financially Strong
Why is it that in times of economic stress, some hospitals manage through with strength to spare while others fall? While it may be tempting to say that those hospitals that thrive have the best payer mix or the most profitable service lines, often the deciding factor is the leadership's commitment to core principles of sound financial management. In this free HealthLeaders Media Breakthroughs report, four leading hospital systems—Banner Health, Southwest General Health Center, The University of Kansas Hospital, and Parkland Health & Hospital System—share the lessons they have learned to help them identify cost-cutting measures that also add value to care efficiency, make strategic investments in areas under your control, and refocus on the fundamentals of financial discipline. [Read More]
Campaign Spotlight
Web Site Redesign Increases Appointments, Leadership Interest
A successful Web site redesign is not an easy feat to pull off—something Temple University Hospital knows all too well. The process involves extensive (and often frustrating) researching, strategizing, and testing. These tribulations paid off for Temple, which won a platinum award in the direct-to-consumer category at the 2009 HealthLeaders Media Marketing Awards. [Read More]
Calendar of Events

March 31: Beyond ROI: Prove the Success of Your Marketing Efforts

March 30: Cancer Service Line Success: Better Coordination, Better Outcomes

On Demand: Marketing Oncology: Service Line Strategies for Marketers

On Demand: Strategic Marketing Lessons from Other Industries: 5 Innovative Ideas That Work

On Demand: Marketing Cardiology: Service Line Strategies for Marketers

On Demand: Marketing to Physicians: Build Relationships to Increase Referrals

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From HealthLeaders Magazine
Beyond Meaningful Use
Technology can help the healthcare industry achieve better outcomes and cost savings, but only if providers incorporate decision-support tools and a coordinated approach to delivering care. [Read More]
Service Line Management
Imaging After the Recession
After freezing capital spending during the recession, hospitals are investing in imaging again. But reimbursement cuts and reform have changed the focus of the service line. [Read More]
Marketing Forum

Social Marketing Helps Translate AHRQ Research Into Practice: The federal Agency for Healthcare Quality and Research has expanded its portfolio of work to include comparative effectiveness research and health information technology. Along with traditional and new media outreach, AHRQ uses social marketing techniques to identify and address the needs of targeted audiences, including clinicians, hospitals, pharmacists, healthcare purchasers, public policy decision-makers and patients. [Read More]
Audio Feature

Kristin Baird, president of Baird Consulting, explains how employee engagement affects the patient experience. [