Insights on Healthcare Marketing

Change. Almost no one likes it. Yet, it is inevitable. And in today’s world of healthcare, it is happening almost on a daily basis. A physician leaves your group, you make the difficult decision to close an office, you merge with another group, you are stuck in negotiations with a managed care plan … as much as these changes can frustrate you and your practice, try to take a step back and imagine how they make your patients feel. Then, do what it takes to reassure them. Communicate early and often whether in person, by letters, phone calls, e-mails, Facebook, Twitter, your Web site or all of the above. Explain the change, why it is happening and how you are going to do everything in your power to minimize its impact on them. Acknowledge. Assure. Answer. Accommodate. Assist.

Receives Award for Spearheading Dragon Boat Team of Officers and At-Risk Youth

ORLANDO, Fla. (April 2012) – Andrea Eliscu, president and founder of Medical Marketing Inc., was recently honored by the Orlando Police Department with its “Good Citizenship Award” in recognition for her guidance and participation in the Orlando Police Department Dueling Dragon Boat team. The team, the first of its type in the history of the sport, was comprised of Orlando Police Department SWAT team officers and local at-risk youth. The award is presented to a member of the community for exemplary assistance to the Orlando Police Department and its employees.

How do you give back to your community?  Are you personally involved?  Too often in our busy, overwhelmed world, we put this off until “tomorrow.”  Don’t.  I can tell you from personal experience that taking and making the time to pursue a community cause that sparks your passion will pay in spades.  It will pay in the unexpected “rewards” you receive – some intrinsic and some extrinsic. Community involvement energizes, inspires, connects, propels and ripples out like a wave, touching people in places well beyond your immediate reach. It will not only make your world a better place, it will expand it.  So what are you waiting for?

It seems appropriate that on this day when the world celebrates love, we talk about commitment and promises. Any successful relationship, including, and I would argue, especially, the doctor-patient relationship, is built on a foundation of trust.

What can you promise your patients that will begin to build that trust?

What level of service will you commit to provide that is above and beyond what they have come to expect from a medical office?

Sure, the stakes are about to get higher for health care organizations as Medicare takes patient satisfaction into account when providing reimbursement.  However, I would argue that patient satisfaction has always been good for the bottom line, and successful medical practices have made it a priority for decades now.  And I don’t mean simply going through the motions of conducting a survey periodically only to have the results backlogged on someone’s desk or computer, or compiled into a report that no one looks at or uses.  I mean a living, breathing survey process -- one that is concise, consistent and compelling, and effectively engages your patients and gauges their experiences and satisfaction with your practice.  And most importantly, your survey should be rooted in an ongoing...

Receives Outstanding Volunteer Fundraiser Award in Recognition of Four Decades of Service with Orlando Health  

Orlando, FL (November 23, 2011) – Friday, November 17, 2011, marked a very special day across the nation as communities gathered to celebrate individuals, corporations and organizations that made a difference in the lives of others throughout the year. In Orlando, inspirational stories of philanthropic leadership and positive community impact resonated throughout the ballroom of The Ritz-Carlton® Orlando Grande Lakes.

This is the time of year we often think about giving thanks and giving back.  Whether it is participating in a food drive, adopting a local school, paddling on a dragon boat team, forming a team for the annual Heart Walk or Making Strides Against Cancer, or some other community event or initiative, chances are your employees play a big part in helping your organization give back.  Have you thanked them?  Once the event is over, take a moment to craft a warm thank-you message recognizing your team. Post it on your Web page, in your employee lunch room and even in your restrooms.  Let them know they are important to their community as well as to you and each other.

While testimonials and endorsements can be one of your most powerful social media tools, you must stay within Federal Trade Commission (FTC) guidelines.  The FTC issued new rules and recommendations last year. There are a few simple ways to abide by
these rules:

It seems we are all moving about 100 mph these days.  We power through our daily to-do lists.  And while we are happy when things go well, too often we jump right onto the next agenda item or project.

This is especially dangerous if we manage a team. The problem is that while we are quick to point out and correct problems, we often fail to take that extra moment to say thank you or to recognize the people who are simply doing the right thing day in and day out, helping us achieve our goals.

STOP.

When was the last time you showed appreciation or celebrated a success with your staff.  It can be as simple as an unexpected handwritten note, a $5 gift card or a homemade (or even store-bought) goodie.

Call or walk into any physician’s office or retail store, and after “Hello,” these are often the first words you hear.  You have probably even trained your staff to say this when they answer the phone or greet someone at the front desk.

But do they really mean it?

Recently, I was at a major national retailer with their latest marketing mailer in hand, looking for the product prominently displayed on the front.  It was exactly what I had been looking for. I went straight to that department and heard the familiar
greeting, “May I help you?”  However, what happened next was anything but helpful:

1. I showed them what I was looking for, and the first thing they asked was if I had looked around the store for it (I had).  Not
helpful.