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Population Health Management Webinar

Strategic Health Care Marketing Logo

Strategic Health Care Marketing presents a brand-new webinar for health care marketers, communicators, and strategists…

Population Health Management: How to Use Behavior-Change Marketing to Improve Your Patients’ and Community’s Health—and Your Organization’s Bottom Line

Wednesday, May 20, 2015, 2:00-3:30 P.M. Eastern Time. ​ dubuque-royce 150x340

Your Presenters:

  • Susan Dubuque, Principal, Neathawk Dubuque & Packett
  • Maria L. Royce, Senior Vice President, Strategy & Market Development, Chief Strategy Officer, WellSpan Health

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As a health care marketer, your job has primarily been about generating volume: putting as many “heads in the beds” as possible. But with the recent changes in health care reimbursement, hospitals and health systems are transitioning from getting people into their facilities to keeping them healthy.

One tool to help encourage healthy behaviors is called “social marketing” (not to be confused with social media), and it’s about using your marketing skills to make positive behavioral changes in a population—from smoking cessation to exercising more to eating healthier.

You’ve probably already seen some of these changes in your facility. And as a health care marketer, you may be wondering about your role in this new world order. What are the marketing skills you will need to change people’s behaviors—and do you have them? Is your job still relevant? How will population health management benefit your health care facility? And how will you know if it’s working?

The good news is that by shifting your orientation—and taking a lesson from our colleagues in public health—you can apply the marketing skills you already have to a new purpose: Changing behavior and improved health for your patients and the communities you serve.

And here’s even better news: You can find out what it takes to create a social marketing program in your health facility when you register to attend “Population Health Management: How to Use Behavior-Change Marketing to Improve Your Patients’ and Community’s Health—and Your Organization’s Bottom Line” on Wednesday, May 20, 2015.

Listen as Susan Dubuque from Neathawk Dubuque & Packett and Maria Royce from WellSpan Health provide a review of the latest changes in health care marketing and what they mean for you. Find out exactly what social marketing is, how it will benefit both you and your facility, and get a step-by-step guide to creating behavior-change programs that work. By the end of this webinar, you’ll be equipped to help your organization rethink its marketing strategy—and take a leadership role as it moves into the new paradigm of population health.

In addition, you’ll hear about a successful community health-improvement initiative that WellSpan created, and get an overview of a targeted program for “frequent-flyer” patients—those with multiple readmissions and higher ED use. Find out how these programs can have a positive impact on your facility’s bottom line.

Register today to guarantee your place at this essential learning session. And remember that your entire team in one location can participate with you when you register.


Strategic Health Care Marketing Webinar at a Glance

DATE: Wednesday, May 20, 2015
TIME: 2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific DURATION: 90 Minutes
PLACE: Your computer
COST: $195 per dial-in site (unlimited attendance at one location) through 5/12/15, $245 thereafter
TO REGISTER: Click here or email leslie@plainenglishhealthcare.com

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For one low price—just $195 when you register by 5/12/15 ($245 thereafter)—you and your entire team at one location can take part in this fast-paced, insightful webinar. Best of all, you’ll be able to connect personally with our speakers when we open things up for questions from the audience.

Here is just some of what you’ll learn during this in-depth 90-minute conference:

  • Social marketing: What it is and how it can help you and your organization survive the changing health care landscape.
  • How to determine if social marketing programs will be a good fit for your organization.
  • How to adapt your health care marketing skills to creating population health-improvement programs.
  • Step-by-step instructions for developing a behavioral-change marketing program.
  • The benefits of integrating health-improvement programs into your overall marketing strategy.
  • How to effectively measure the outcomes of your efforts—and their effects on your facility’s bottom line.
  • And much more!​​

Can’t Attend on May 20?
No problem. Just order the webinar recording on CD.


Distinguished Presenters

Susan DubuqueSusan Dubuque is Principal and Co-Founder of Neathawk Dubuque & Packett, a health care marketing and advertising firm. She is also an adjunct instructor at Virginia Commonwealth University in the School of Healthcare Administration and a member of the Strategic Health Care Marketing Editorial Advisory Board. Prior to founding ND&P, she was the Director of PR and Marketing for Mary Immaculate Hospital.

Ms. Dubuque has published more than 100 articles on health care and service marketing, and has assisted more than 200 hospitals and health care organizations with marketing and branding initiatives. She received the Award for Individual Professional Excellence from the Society for Healthcare Strategy and Market Development (AHA).

Author of A Parent’s Survival Guide to Childhood Depression and Kid Power Tactics for Dealing with Depression, Ms. Dubuque launched a national campaign to increase public awareness of childhood depression, which has been adopted by Mental Health America.

maria-l-royceMaria L. Royce is the Chief Strategy Officer for WellSpan Health, an integrated system of physicians, hospitals and health services across south central Pennsylvania and northern Maryland. A veteran health care strategy professional, Ms. Royce provides leadership in the areas of strategic, operational, and business planning; community health and wellness; philanthropy; marketing; communications; and community partnerships.

Ms. Royce joined WellSpan in 1992 as the Director of Public and Corporate Relations and later served the organization as Director of Planning and Marketing and Vice President of Community Relations. She is an active leader in the health care industry, having been the President of the Society for Health Care Strategy & Market Development.

Ms. Royce holds a bachelor’s degree from LaRoche College, Pittsburgh, and a master’s degree in public administration/nonprofit management from the University of Pittsburgh.


 Your webinar registration includes:

  • A site license to attend this webinar (invite as many people in one location as you can fit around your computer at no extra charge).
  • Downloadable PowerPoint presentations from our speakers.
  • The opportunity to connect directly with our speakers during the audience Q&A session.

Register Now! Or for more information, email leslie@plainenglishhealthcare.com.

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Can’t Attend on May 20?

No problem. Just order the webinar recording on CD.


eHealthcare Strategy & Trends Launches New Website and Free Weekly Ezine

eHealthcare Strategy & TrendsMembers-only site provides online access to exclusive content for digital strategists, marketers, and technology teams at hospitals, healthcare systems, and other healthcare organizations.

Plain-English Health Care, a division of Plain-English Media, is excited to announce a brand-new website for eHealthcare Strategy & Trends, located at http://www.ehealthcarestrategy.com.

“The new eHealthcare Strategy & Trends website provides members with a new way to access the exclusive content they rely on to stay up to date with the latest thinking in online and digital healthcare marketing, communications, and strategy,” says Matthew T. Humphrey, President of Plain-English Health Care.

“Members can now get unparalleled access to our extensive archive of past coverage of critical topics, including maximizing ROI of social media efforts, consolidating websites, getting physicians involved in blogging, showing up near the top of organic search results, and converting curious web searchers to actual new patients.

“For the first time, members can search through our case studies of successful online healthcare marketing campaigns, website management strategies, and internal and external engagement initiatives. Plus, the site’s design is responsive, so members can access eHST content at their desk or on the go via mobile device.”

In addition, healthcare marketing professionals can now sign up for the free eHealthcare Strategy & Trends weekly ezine that includes case studies, best practices, and online business development strategies pulled from our monthly coverage. The ezine (and website) will feature content before it is available in print.

Subscribers to the print edition of eHealthcare Strategy & Trends get complimentary access to the new site — and for a limited time, they can take advantage of a complimentary Group Membership Upgrade. With group membership, users can add up to 9 additional members from their organization for no additional fee. “Group membership is a really great way to extend your return on investment, and to keep an entire team up to date on the latest case studies and best practices in digital marketing for hospitals and health systems,” says Humphrey.

About Plain-English Health Care

Plain-English Health Care is a division of Plain-English Media, a privately held niche publisher based in Alameda, CA. Plain-English Health Care publishes Strategic Health Care Marketing and eHealthcare Strategy & Trends.

For more than 30 years, through the use of in-depth case studies and analysis of cutting edge marketing and ehealth initiatives, Strategic Health Care Marketing and eHealthcare Strategy & Trends have been delivering practical insights on what healthcare organizations can do to increase customer satisfaction, improve patient care, boost service revenues, strengthen their brands, and lower costs.

Strategic Health Care Marketing Launches New Website and Free Weekly Ezine

Strategic Health Care Marketing LogoPlain-English Health Care, a division of Plain-English Media, is excited to announce a brand-new website for Strategic Health Care Marketing, located at http://strategicHCmarketing.com.

“The new Strategic Health Care Marketing website provides members with a new way to access the exclusive content they rely on to stay up to date with the latest thinking in hospital and health care marketing, communications, and strategy,” says Matthew T. Humphrey, President of Plain-English Health Care.

“Members can now get unparalleled access to our extensive archive of past coverage of critical topics, including integrating acquired physician groups, maximizing physician referrals, managing population health models, and marketing new service lines.

“For the first time, members can search through our case studies of successful health care marketing campaigns, brand management strategies, and internal and external health care communications initiatives. Plus, the site’s design is responsive, so members can access SHCM content at their desk or on the go via mobile device.”

In addition, health care marketing professionals can now sign up for the free Strategic Health Care Marketing weekly ezine that includes case studies, best practices, and business development strategies pulled from our monthly coverage. For a limited time, new ezine subscribers can download a copy of Lessons from 9 Innovative Health Care Marketing Campaigns, a special report written by health care marketing expert Peter Hochstein.

“The report is full of real-life health care marketing success stories that allow hospitals and health care facilities around the country to adapt the best work of others and boost their own ROI. Like all of our publications, it’s written in plain English and packed with actionable ideas readers can implement right away,” says Humphrey. The report is available at http://strategichcmarketing.com/free-report-download/.

About Plain-English Health Care

Plain-English Health Care is a division of Plain-English Media, a privately held niche publisher based in Alameda, CA. Plain-English Health Care publishes Strategic Health Care Marketing and eHealthcare Strategy & Trends.

For more than 30 years, through the use of in-depth case studies and analysis of cutting edge marketing and ehealth initiatives, Strategic Health Care Marketing and eHealthcare Strategy & Trends have been delivering practical insights on what health care organizations can do to increase customer satisfaction, improve patient care, boost service revenues, strengthen their brands, and lower costs.

Plain-English Media Health Care Announces New Editorial Staff

Plain-English Health Care, a division of Plain-English Media, is pleased to announce masthead changes to its two flagship publications, Strategic Health Care Marketing and eHealthcare Strategy & Trends.

JaneWeberBrubakerJane Weber Brubaker, an experienced digital marketing consultant and health care writer, is the new editor of eHealthcare Strategy & Trends.

LisaEllisLisa D. Ellis, a journalist and content development specialist who helps hospitals and other healthcare providers and organizations shape and communicate strategic messages, is the new editor of Strategic Health Care Marketing.

“Both Jane and Lisa have contributed excellent stories to our publications in the past,” says Matthew T. Humphrey, President of Plain-English Health Care, “and I could not be more pleased that they are now serving as editors of their respective publications. Jennifer Carsen, the previous editor of eHealthcare Strategy & Trends and Strategic Health Care Marketing, will continue to contribute to Plain-English Health Care in various other capacities.”

Get more information about Strategic Health Care Marketing and eHealthcare Strategy & Trends.

Strategic Health Care Marketing Logo

About Plain-English Health Care

eHealthcare Strategy & TrendsPlain-English Health Care is a division of Plain-English Media, a privately held niche publisher based in Alameda, CA. Plain-English Health Care publishes Strategic Health Care Marketing and eHealthcare Strategy & Trends.

For more than 30 years, through the use of in-depth case studies and analysis of cutting edge marketing and ehealth initiatives, Strategic Health Care Marketing and eHealthcare Strategy & Trends have been delivering practical insights on what healthcare organizations can do to increase customer satisfaction, improve patient care, boost service revenues, strengthen their brands, and lower costs.

New Webinar on HOA Board Members and Fiduciary Duties: What You Must Know to Fulfill Your Duty to Your Association and Protect Yourself from Personal Liability

Upcoming Event: An HOAleader.com Webinar for Condo and HOA Boards

HOA Board Members and Fiduciary Duties: What You Must Know to Fulfill Your Duty to Your Association and Protect Yourself from Personal Liability

Thursday, November 13, 2014
2-3 p.m. Eastern

HOAleader.com Members save $30!
Not a member yet? Sign up for a trial membership now.


When you volunteered to serve your community association as a board member, did you realize you were agreeing to set aside your own interests and act as a fiduciary on behalf of the entire association? Are you confident you know every scenario where you might trip up and expose yourself to personal liability by failing to live up to this important duty?

Set aside an hour of your time to learn what you need to know and ensure you’re not risking your own financial security by making common—but easily avoidable—mistakes while volunteering as an HOA board member.

Join us for in an in-depth webinar on November 13 led by two community association experts who will explain in layperson’s terms what it means to act as a fiduciary for your association.

You’ll learn:

  • The legal definition of a fiduciary—and the real-life risks you face if you’re found to have breached your fiduciary duties
  • The specific responsibilities you carry because of your fiduciary duties, including:
    • What it means to act in a “representative capacity”
    • Understanding the “business judgment rule”
    • How to meet confidentiality requirements
  • Tips to help you understand potential conflicts of interest and how they can trigger a breach of your fiduciary duty
  • Best practices to help you avoid the most common conflicts of interest board members face
  • Information to help you identify when providing full disclosure will diffuse conflicts of interest, along with practical suggestions for doing that properly
  • What you need to know about insurance to protect you from claims of a breach of your fiduciary duty
  • Plus much more!

Arm yourself with the knowledge you need to protect yourself and your association. Bring your entire board and make sure everyone knows these critical, fundamental concepts of good HOA governance. By proactively educating your entire board, you may just nip a potential conflict of interest problem in the bud. Register now for this informative event for community association board members.

Can’t attend on November 13? Order the recording.


About Your Speakers
Debra A. Warren, PCAM, CCAM Debra A. Warren, PCAM, CCAM, is a senior vice president at Associa®. She has more than 25 years of experience in community association management and was founder and principal of a successful consulting practice after 15 years as president and CEO of a management firm in Northern California, which she sold in 2005. Warren has also been actively involved in the education of community management professionals and volunteer board members across the country. She has 18 years of experience as an educator and in 2010 was named by the Community Associations Institute as educator of the year..
Matthew Zifrony Matthew Zifrony is a director with Tripp Scott, a law firm in Fort Lauderdale, Fla. He’s the president of one of the largest homeowners associations in Broward County and represents numerous condominium and homeowners associations in the tri-county area, providing counsel on such issues as collections, rules enforcement, contractual review, and association documents. Zifrony is past board member of the Community Association Institute. He earned a law degree, with honors, from the University of Florida and a bachelor’s degree, with honors, from the University of Florida’s School of Business Administration.

How Do Webinars Work?

A webinar is remarkably cost-effective and convenient. You participate from your home or office, using a regular telephone and a computer with an Internet connection. You have no travel costs, hassle, or commute time.

Plus, for one low price, you can get as many people on your condo or HOA board to participate as you can fit around a speakerphone and a computer screen. And now, with our special group membership offer, your entire board can attend—even from different locations. This offer requires an HOAleader.com Group Membership. When any group member orders, we will set up access for the entire group. Up to 10 users can attend for one low price. It’s another incredible deal as part of HOAleader.com Group Membership.

Because the conference is live, you can ask the speakers questions via the webinar interface. Many attendees tell us this is the most valuable part of the webinar.

You will receive access instructions via e-mail several days before the event. You don’t need any additional materials before the webinar starts. Your conference materials will be available for you to view, print, and download when you log in to participate in the event.


100% Satisfaction Guarantee

If you are not completely satisfied after attending an HOAleader.com event, let us know within 30 days, and we will refund 100% of your registration fee — no questions asked.


About HOAleader.com

HOAleader.com’s attorney editors and experienced journalists constantly research the latest developments in HOA law affecting homeowner and condominium associations across the U.S. Then we publish plain-English analyses of what those developments mean to you as an HOA leader, and what you need to do now to comply with HOA laws, steer clear of legal trouble, avoid or resolve conflicts within your homeowners association, make HOA management easier, and safeguard your community association’s property values and quality of life.

Not a member yet? Sign up for a free trial membership here.

HOAleader.com Sponsors Event Held by SEEDS, a Local Community Mediation and Dispute Resolution Center

SEEDS Community Resolution CenterHOAleader.com is proud to sponsor SEEDS Community Resolution Center’s annual Cultivating Common Ground event to be held in Berkeley, CA, on October 16, 2014.

SEEDS is a non-profit organization that specializes in helping individuals and groups find mutually-satisfying resolutions to disagreements and disputes. For over 30 years, SEEDS’ mediation services have helped neighbors, landlords and tenants, business partners, families and organizations solve conflicts without spending the time and money going to court. Over 75% of disputes that are mediated end in a resolution.

HOAleader.com supports SEEDS because we believe that their conflict resolution services improve our community by helping people find common ground. We want to help them make their services accessible and affordable for all.

Homeowners, tenants, neighbors and association boards can all benefit from the improved communication and better management of disagreements that SEEDS – and services like it – deliver.

To find a similar service in your community, visit the National Association for Community Mediation.

New Webinar on HOA Elections: A Step-by-Step Guide to Plan, Properly Notice, and Execute Successful Elections at Your Homeowner Association

Upcoming Event: An HOAleader.com Webinar for Condo and HOA Boards

HOA Elections: A Step-by-Step Guide to Plan, Properly Notice, and Execute Successful Elections at Your Homeowner Association

Thursday, October 9, 2014
2-3 p.m. Eastern

HOAleader.com Members save $30!
Not a member yet? Sign up for a trial membership now.


Stop us if you’ve heard this one before: You announce an HOA election providing proper notice, yet only a handful of owners show up to vote. You end up short of your quorum requirements, and you have to start all over again with your fingers crossed that next time, your luck will be better, and your election will be successful. Or instead, you hold your election, get definitive results—you think—but then the election gets challenged.

We can help you do better! Join us for an in-depth webinar on October 9 led by two community association lawyers who’ve devoted their extensive—and impressive—careers to solving the challenges HOAs face every day. You’ll log out of the webinar with valuable, workable tactics you can implement immediately to make your election process smoother, more successful, and less contentious.

You’ll learn:

  • How to determine the specific steps your HOA must follow to conduct proper elections
  • Details on the most common mistakes boards make from election start to finish, and the most likely challenges to your election—and how to nip them in the bud
  • Information to help you identify your quorum requirements and creative tactics to ensure you get a quorum
  • Common rules governing who can run for your HOA board, along with insights on the pros and cons of changing your eligibility requirements—and tips on how to do it if you decide you should
  • Suggestions for general rules your board may want to consider passing to make holding elections easier
  • Tips to provide effective notice—and undercut any attempt to unwind your completed election based on claims of insufficient or improper notice
  • What you must know about proxies
  • Techniques you can deploy on the day of the election to avoid on-the-spot glitches
  • Plus much more!

It’s just an hour of your time, but you’ll walk away much wiser and better prepared for your HOA’s next election. Register now for this informative event for community association board members.

Can’t attend on October 9? Order the recording.


About Your Speakers
Stephen M. Guerra Stephen M. Guerra is a partner at Makower Abbate and practices primarily in condominium and subdivision association law, corporate governance law, and real estate development and finance. Mr. Guerra is a member of the Community Association Institute and the State Bar of Michigan’s Real Property Law Section. Mr. Guerra has written articles for the CAI’s Michigan chapter, Michigan Lawyer’s Weekly, and the Michigan Real Property Review and has been a seminar presenter for the CAI Michigan chapter and a roundtable presenter for the State Bar of Michigan’s Real Property Law Section. Mr. Guerra was also named a “rising star” by Michigan Super Lawyers in 2013 and 2014.
Bill Worrall Elizabeth White is a shareholder at the law firm of LeClairRyan in Williamsburg, Va., where she leads the firm’s national community association industry team. Widely regarded as a thought leader in this industry, White is a frequent speaker at CAI events on topics relating to community association law and is a regular contributor to such publications as HOAleader.com. She teaches a class on community association law at William and Mary Law School, which is the only one of its kind in Virginia and one of only a handful nationwide. White has been named one of the best lawyers in America.

How Do Webinars Work?

A webinar is remarkably cost-effective and convenient. You participate from your home or office, using a regular telephone and a computer with an Internet connection. You have no travel costs, hassle, or commute time.

Plus, for one low price, you can get as many people on your condo or HOA board to participate as you can fit around a speakerphone and a computer screen. And now, with our special group membership offer, your entire board can attend—even from different locations. This offer requires an HOAleader.com Group Membership. When any group member orders, we will set up access for the entire group. Up to 10 users can attend for one low price. It’s another incredible deal as part of HOAleader.com Group Membership.

Because the conference is live, you can ask the speakers questions via the webinar interface. Many attendees tell us this is the most valuable part of the webinar.

You will receive access instructions via e-mail several days before the event. You don’t need any additional materials before the webinar starts. Your conference materials will be available for you to view, print, and download when you log in to participate in the event.


100% Satisfaction Guarantee

If you are not completely satisfied after attending an HOAleader.com event, let us know within 30 days, and we will refund 100% of your registration fee — no questions asked.


About HOAleader.com

HOAleader.com’s attorney editors and experienced journalists constantly research the latest developments in HOA law affecting homeowner and condominium associations across the U.S. Then we publish plain-English analyses of what those developments mean to you as an HOA leader, and what you need to do now to comply with HOA laws, steer clear of legal trouble, avoid or resolve conflicts within your homeowners association, make HOA management easier, and safeguard your community association’s property values and quality of life.

Not a member yet? Sign up for a free trial membership here.

Plain-English Media Acquires Strategic Health Care Marketing and eHealthcare Strategy & Trends

View Press Release »

Plain-English Media announces the acquisition of two newsletter titles serving Health Care marketing, communications, branding and digital strategy professionals. The titles – Strategic Health Care Marketing and eHealthcare Strategy & Trends – were acquired from Health Care Communications of Rye, NY.

Alameda, CA (PRWEB) September 03, 2014

Plain-English Media announces the acquisition of Strategic Health Care Marketing and eHealthcare Strategy & Trends from Health Care Communications of Rye, NY. Plain-English Media is a privately held niche publisher based in Alameda, CA. The two newsletter titles form the core of a new division, Plain-English Health Care.

Strategic Health Care Marketing and eHealthcare Strategy & Trends have served health care marketers and digital strategists for more than 30 years under the expert direction of founder Michele von Dambrowski and her partner Mark Gothberg at Health Care Communications. Through in-depth case studies and analysis of cutting edge marketing and ehealth initiatives, the publications deliver practical insights on what health care organizations can do to increase customer satisfaction, improve patient care, boost service revenues, strengthen their brands, and lower costs.

“I extend to Mark and Michele my congratulations on the legacy they have built: publications that advance the marketing, communications, and business development initiatives critical to health care organizations’ success. I am both humbled and energized to take stewardship of publications with such strong content, expert industry contributors, and knowledgeable, loyal readership,” said President of Plain-English Media, Matt Humphrey. “Look for some new initiatives from us in the coming months as we build on this strong foundation.”

“Exciting times are ahead for everyone who believes in high quality health care services and believes marketing can make a difference. I’m so happy to be able to turn over my ‘children’ to someone who brings such enthusiasm to the worlds of marketing and journalism,” said Michele von Dambrowski, CEO of Health Care Communcations.

Health Care Communications will continue with various initiatives outside of publishing – most notably, the eHealthcare Leadership Awards under the direction of Mark Gothberg. The largest competition of its kind, the awards program is now in its 15th year.

Terms of the deal were not disclosed.

About Plain-English Media

Plain-English Media adds the new health care division to the company’s established position in the Real Estate market. Plain-English Real Estate publishes HOAleader.com, the Practical Guide to Homeowner Association Management. HOAleader.com provides practical advice on homeowner association and condominium association governance and management to thousands of HOA board members, vendors, managers and homeowners across the country. Plain-English Real Estate also produces events and provides lead generation and advertising opportunities to select vendors to the community association market.

Strategic Health Care Marketing: Recent Headlines

Inside the June 2014 print edition of 
Strategic Health Care Marketing

  • Sports Performance Hits Its Stride as a Growth Area
  • Just What Do Those Rankings Mean? Health Care Marketers Struggle to Evaluate Benefits and Costs
  • Healthy Food Initiative Strengthens Hospitals’ Wellness Efforts
  • A Turning Point Executive Advisor: The Green Rush Comes to Colorado

Inside the May 2014 print edition of 
Strategic Health Care Marketing

  • Physician Onboarding: Four Steps in One Process
  • It’s Time for Physicians to Own Their Brand
  • Intermountain Healthcare Promotes Living Well in a Value-Based World – Licensees Not There Yet
  • Six Key Digital Roles Needed in Today’s Marketing Department
  • Smaller Institutions Successfully Compete in Shadow of Pittsburgh Titans
  • Fast Takes: News & Trend Lines

Inside the April 2014 print edition of 
Strategic Health Care Marketing

  • Dedicated Men’s Health Programs Can Reach Reluctant Customers
  • New England System Tests Pre-Flight Health Check – Wellness Campaign at Busy Airport
  • Strategic Ad-Visory: What Happens to Marketing When the Boundaries Between a Medical Institution and an Insurer Blur?
  • Marketers Change Tactics as Proton Therapy Services Increase — Reaching Patients Directly Through Online Marketing
  • For This Virginia Hospital, Safety Is on the Daily Agenda

Inside the March 2014 print edition of 
Strategic Health Care Marketing

  • Marketers Take on New Role with Population Health Management — Success Measured by Long-Term Engagement
  • Hospital Rewards Patients Who Take Care of Themselves
  • Strategic Ad-Visory: Nash Health Care’s Success Demonstrates Just How Well It Pays to Advertise
  • Centralized Marketing: Building an Effective Structure
  • A New Model Attempts to Give Health Care Wings
  • Fast Takes: News & Trend Lines

Inside the February 2014 print edition of 
Strategic Health Care Marketing

  • Marketing Call to Action: Focus on Primary Care, Build Identity, and Align with Specialists
  • KidzStuff: Much More Than Stuff for Children
  • Strategic Ad-Visory: Go with Emotional Ads? Or Use Some Ads with Almost No Emotion? A Common ‘Look’? Or Several?
  • A Turning Point Executive Advisor: Good Patient Experiences Are Critical for Desirable Outcomes and Better Reimbursement
  • The Best Way to Be an Effective Storyteller in This Digital Age
  • Los Angeles Area Hospital Finds Benefit in Event with Worldwide Exposure
  • Fast Takes: News & Trend Lines

Inside the January 2014 print edition of 
Strategic Health Care Marketing

  • Ten Sites or Apps That Exemplify Good Use of Mobile Health Care
  • Are You Prepared for the Next Generation of Service Lines?
  • Strategic Ad-Visory: A Massive, Four-State Health System Rebranding Effort Leads to Simple, Informative, Cheerfully Straightforward Advertising
  • Hospital Affinity Programs Reward Loyalty and Give Members VIP Treatment
  • QR Codes are Obsolete
  • The Health Care World Series

Inside the December 2013 print edition of 
Strategic Health Care Marketing

  • Dignity Health Rebrands: Say Hello to Human Kindness
  • Focus on Consumer Needs, Not Provider Needs to Survive Health Care Transformation – Price and Quality Transparency to Gain Importance in Coming Years
  • Turning a House of Brands into a Branded House
  • Will Posting Prices Trigger a Price War?
  • A Unified Brand Has Many Benefits; Need to Give the Process Time
  • 12-Month Index of Articles … January – December 2013
  • Fast Takes: News & Trend Lines

Inside the November 2013 print edition of 
Strategic Health Care Marketing

  • Population Health Management: Fact and Fiction
  • A Strong Hospital Brand Finds That It Needs to Rebrand — and Then Reaps Positive Results
  • For Better Results, Undertake a Customer Intimacy Strategy to Truly Engage Consumers
  • Dedicated Emergency Departments Target Expectant Moms
  • A Turning Point Executive Advisor: Big Data, Little Information?
  • Non-Clinical Care Guides Offer Positive Approach to Patient Care

Inside the October 2013 print edition of 
Strategic Health Care Marketing

  • Comprehensive Cancer Rehabilitation Offers Hospitals
    Point of Differentiation
  • The C-Suite Weighs In on Health Care Branding
  • Beyond Quality and Safety: Patient and Family Advisory Councils Involved in Strategic Planning and Marketing
  • Strategic Ad-Visory: Launched and Celebrated, a Campaign for a New Hospital Service Got Great Attention Before Everything Changed
  • Fast Takes: News & Trend Lines

Inside the September 2013 print edition of 
Strategic Health Care Marketing

  • Internal Branding and Stemming Leakage the Imperative of Today
  • Rehab Center Gets Smart
  • Strategic Ad-Visory: The University of Kansas Hospital Builds a Strong Reputation While Avoiding ‘Image-y’ Ads
  • Personal Connections, Consistency, and More – Advice from a Brand Authority
  • Aesop, The Neuromarketer – The Power of the Simple Story
  • Ohio Health System Develops First Steps to Wellness Campaign

Inside the August 2013 print edition of 
Strategic Health Care Marketing

  • Shooting for Five-Star Ratings? Online Reviews Provide Feedback and Opportunity to Manage Reputation
  • Lessons Learned – Tips for Managing Online Reputations
  • Looking for More Online Reviews? Solicit and Post Them on Your Own Website
  • Behavioral Marketing Puts Dent in Binge Drinking, Car Crashes – Party Smarter, Road Crew Take Off
  • Shared Appointments Improve Access, Quality
  • Pharmacists Help Hospitals Cut Readmissions
  • Fast Takes: News & Trend Lines

Inside the July 2013 print edition of 
Strategic Health Care Marketing

  • Social Media ROI Means Much More Than ‘Likes’ and ‘Views’
  • Consumers Shop Price More, But Industry Response Still Lags
  • Pricing Information Now Expected by Alegent Consumers
  • Strategic Ad-Visory: A New Jersey Hospital with a Century-Old Reputation for Delivering Babies Builds Awareness with Storks and a Cabbage Patch
  • Planetree Hospitals Achieve High Satisfaction, Performance Scores

Inside the June 2013 print edition of 
Strategic Health Care Marketing

  • Community Hospitals Reposition Themselves with Clinical Trials – Innovative, Progressive Care Is a Competitive Differentiator
  • Geographic Expansion Is a Continuing Saga
  • Strategic Ad-Visory: From Television to Direct Mail, an In-House Advertising Agency Does It All for Legacy Health, While Keeping a Lid on Costs
  • Market Research and Engagement Through an Online Community Panel
  • Hospitals Use Health Coaches to Improve the Health of Their Own Employees

Inside the May 2013 print edition of 
Strategic Health Care Marketing

  • Blood Management Programs Extend Marketing Efforts – Patients Choose Bloodless Medicine for Non-Religious Reasons
  • Brain Health Center Offers Model for Comprehensive Alzheimer’s Care – Collaborative Approach Benefits Patients and Family Caregivers
  • The Hemingway Challenge: A Novel Exercise to Improve Communications
  • What’s ‘New’ About New Movers?
  • Strategic Ad-Visory: A Hospital for Kids Touches Musicians – Now Their Music Touches a Community and Helps Build the Hospital’s Brand Awareness

Inside the April 2013 print edition of 
Strategic Health Care Marketing

  • Teaching Hospitals Lead Innovation Movement
  • Strategic Ad-Visory: Differentiating a Brand Image with Emotional, Storytelling Visuals – and a Little Borscht Belt Humor
  • Racing to Wellness: A Marketing Model for Wellness
  • Fast Takes: News & Trend Lines

Inside the March 2013 print edition of 
Strategic Health Care Marketing

  • Behavioral Health Programs Tailored to Niche Populations Gain Traction
  • Ad Campaign Deploys Gas Pumps, Shopping Carts, Car Bumpers, and More to Build Employee Bonds and Create a Cohesive Public Identity
  • Cincinnati Hospital and Local Restaurants Serve Up a Successful Heart Healthy Restaurant Program
  • What’s in a Name? Rebranding Ties Health System Together
  • Hospitals Tackle Risks and Rewards of Insurance Business
  • Fast Takes: News & Trend Lines

Inside the February 2013 print edition of 
Strategic Health Care Marketing

  • Lakeland HealthCare Focuses Its Marketing Efforts on Employees
  • Strategic Ad-Visory: How to Reach Your Target Audience When You Don’t Know Who It Is Yet
  • Letting Go Is Hard to Do – Knowing When to Leave Your Job
  • Racing to Wellness: The Consumer’s Point of View
  • Weekly Huddles Keep Projects Moving – Lean Principles Enhance Marketing Activities

Inside the January 2013 print edition of 
Strategic Health Care Marketing

  • Growing a Cancer Care Program: Promising Ways to Spread the Word
  • A Greenhouse Helps Grow a Vision; Initiative Leads Other Hospital Healthy Food Efforts
  • Racing to Wellness: The Wellness Spectrum
  • Strategic Ad-Visory: A Leading Cancer Treatment Center Focuses on Outcomes, with Eclectic Mix of TV Spots, Radio, and Print

Inside the December 2012 print edition of 
Strategic Health Care Marketing

  • Employer-Based Clinics: Providers and Consultants Show Hospitals the Way to Succeed
  • Innovation or Co-Creation: Which One Is Better?
  • Palliative Care Programs: Three Examples – Second of a Two-Part Series
  • What Are You Worth? Ways to Prove It to Your Boss
  • 12-Month Index of Articles … January – December 2012

Inside the November 2012 print edition of 
Strategic Health Care Marketing

  • Marketing of Employed Doctors Is All Over the Map – Strategies to Keep Abreast of the Scramble and Get It Right
  • ‘Patient Promise’ Petitions Clinicians to Lead by Example
  • Hospitals Tackle Noise – Sustained Success Requires Behavioral, Not Just Mechanical, Changes
  • Strategic Ad-Visory: An Ad Agency Carves Out a Niche to Help Hospitals Market Niches of Their Own
  • Palliative Care Quietly Cuts Costs – First of a Two-Part Series
  • Study: Hospitals Need to Use Social Media Strategically

Inside the October 2012 print edition of 
Strategic Health Care Marketing

  • Mystery Shopping Provides Unexpected Insights – Evaluate Ease of Access and Consistency of Customer Service
  • A New Twist on an Old Concept: Bringing Physicians Together to Improve Referrals
  • Building a Marketing Analytics Toolbox
  • Budget Friendly ‘Concierge’ Practices Gain Traction – Hospitals Could Become Friend – or Foe
  • Fast Takes: News & Trend Lines

Inside the September 2012 print edition of 
Strategic Health Care Marketing

  • Second Opinions – Taking Full Advantage of the Revenue Opportunity
  • Strategic Ad-Visory: Thinking Outside the Bus – Innovative Ideas That Help Marketers Get an Extra Bang from Media Budgets
  • Targeted Messages Help Engage Employees in Wellness Programs
  • Health Systems Focus on Consumer Perceptions and Patient Satisfaction – More Broad-Based Intelligence-Gathering Still Limited
  • Read It Today! Emphatic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers

Inside the August 2012 print edition of 
Strategic Health Care Marketing

  • CRM Improves Value of Marketing Dollars – Targeted Mailings Increase Response Rates and Use of Services
  • Community Health Needs: Approaches and Examples
  • Strategic Ad-Visory: When a Hospital Changes Its Name and Location, How Does it Advertise That Fact?
  • The Pharmaceutical Industry Offers Lessons for Getting a Physician’s Attention
  • E-Tailing on Physician Practice Websites – Conflict of Interest, or Opportunity to Help Patients While Creating Revenue Stream?

Inside the July 2012 print edition of 
Strategic Health Care Marketing

  • Retail Clinics Grow, But Still Face Challenges
  • Hospital Rankings: More Than Your Reputation Is in Play
  • Six Questions to Ask Yourself About Social Media at Your Hospital – Personal and Corporate Use Implications
  • Dedication to Corporate Social Responsibility Drives Many Positive Outcomes

Inside the June 2012 print edition of 
Strategic Health Care Marketing

  • Hospitals Drop Ball on Health Literacy – Iowa Health System Breaks Rank to Simplify Forms, Train on Teach-Back Method
  • Sick Child Care Facilities Help Cement Employee and Employer Relationships
  • Strategic Ad-Visory: Can You Sell a Rehab Center with a Metaphor? One Hospital Decides It Can, Using a Low-Key, Visually Poetic TV Spot
  • Useful Insights from the Mawr Rehab Campaign Interviews
  • On-Hold Messages Can Enhance Overall Marketing Plan – ‘Please Hold’ Presents Opportunity for Branding, Education, and Identification of New Patients
  • A Turning Point Executive Advisor: Community Needs Assessment: Providers Tackle Implementation
  • Fast Takes: News & Trend Lines

Inside the May 2012 print edition of 
Strategic Health Care Marketing

  • Health Systems Discover Benefits of Keeping Older Workers Happy, Engaged
  • Children’s Hospital Shifts Marketing Emphasis from Patient Success Stories to Unique Clinical Expertise – Primary Focus on Physicians
  • Best Practices for Using Video and YouTube
  • Strategic Ad-Visory: Fundraising Ad Campaign Does Much More Than Generate Donations
  • Research Shows First Impression of a Website Forms in Seconds

Inside the April 2012 print edition of 
Strategic Health Care Marketing

  • Hospitals Find Ways to Better Track Physician Referrals
  • Kansas City Health System Sets Out to Improve Bottom Line by Keeping Patients Healthy- ‘Thinking Outside the Bed’
  • Strategic Ad-Visory:Three Different Ways Hospitals Use a Tried-and-True Communication Workhorse to Build Their Brand
  • Marketing Analytics:The Adoption of ‘Big Data’ Thinking to Effect Change and Create Opportunities within the Health Care Organization
  • Swedish Hospital Advertises for ‘Hot’ Nurses – But Don’t Try This at Home

Inside the March 2012 print edition of 
Strategic Health Care Marketing

  • Hospitals Sharpen Efforts to Market Employed Physicians
  • Video Gamers Raise More Than $1 Million for Children’s Hospitals
  • Mind Over Marketing: The Art and Science of Behavioral Change
  • The Case for Using Neuromarketing Techniques in Health Care Marketing

Inside the February 2012 print edition of 
Strategic Health Care Marketing

  • Speed-Dating Model: Did the Attraction Survive the First Date?
  • Strategic Ad-Visory: Storytelling TV That’s Almost Impossible to Ignore in New York’s Hospital Advertising Hothouse
  • Hospitals Mostly Use LinkedIn for Recruitment – Miss Other, Broader Opportunities
  • Partnerships with Churches Improve Community Health and Can Positively Impact Hospital Bottom Line
  • Fast Takes: News & Trend Lines

Inside the January 2012 print edition of 
Strategic Health Care Marketing

  • Idling Open-Heart Volume Shifts Spotlight to Vascular and Thoracic Surgery
  • Search Engine Marketing Boosts Patient Volume for Niche Service – But No ROI Silver Bullet
  • Marketing Analytics: The New Imperative to Measure and Improve Marketing – First of a Two-Part Series
  • A Turning Point Executive Advisor – Community Needs Assessment: A Work in Progress
  • Bringing PR to the Boardroom
  • Fast Takes: News & Trend Lines
eHealthcare Strategy & Trends

The Doctor Will Tweet You Now: Is There a Compelling Case for a Physician-Directed Social Media Strategy?

Featured Article from eHealthcare Strategy & Trends


Ask the Expert … with Susan Solomon

Susan Solomon has been in healthcare marketing for more than 20 years. She has taught at several California universities and was a Fulbright Scholar in 2008. You can reach her at Sussol [at] gmail [dot] com.


Dial back five years and a discussion of physicians and social media would have seemed quite odd. Did we really expect physicians asking to be “liked” on Facebook? What was next? Tweeting during surgery? Fast-forward to now, and the answers are “Yes” and “Yes.” Or, more accurately, “Been there. Done that. What else is new?”

According to the online physician learning collaborative QuantiaMD, 90 percent of physicians report that they use at least one social media site personally. And with so much personal use, the possibility of crossover into their professional worlds seems almost certain. Gabriel Bosslet, MD, an internist at Indiana University Health, describes the rise in interest in social media among physicians as “meteoric.”

Kevin Pho, MD, who writes KevinMD.com, the popular blog on physicians and social media, cites two compelling reasons for physicians to actively participate in social media: 1) Connecting with patients and 2) Reputation management.

Making connections with patients

Let’s start with establishing connections with patients. With eight out of 10 patients searching for health information online, there’s obviously a hunger for obtaining quick, accurate online healthcare advice. Unfortunately, some of those online users are going to unreliable sources and either ignoring important symptoms or scaring themselves silly. (Microsoft researchers defined the word cyberchondria as “the unfounded escalation of concerns about common symptomatology, based on the review of search results and literature on the Web.”) Clearly, doctors who regularly connect with patients online are much more reliable sources for information than Yahoo! Answers, which conspicuously disclaims any responsibility for the accuracy of answers provided by posters. And, with healthcare reform kicking in, it’s clear that patients have both clinical and administrative questions that demand reliable responses.

Pho says that his “aha” moment about the importance of social media happened several years ago when news began to leak about the arthritis drug Vioxx and its potential link to heart attack or stroke. Pho blogged about the issue at a time when he didn’t think his blog had many loyal followers. To his surprise, his own patients started thanking him for his informative pieces. “It struck me what a powerful tool I had to connect with patients,” he says.

In addition to Pho, there are many examples of physicians who have become masters of connecting with patients through social media. Jay Harness, MD, a breast surgeon at St. Joseph Hospital in Orange, CA, launched the website breastcanceranswers.com, which offers more than 200 YouTube videos of doctors (including Harness) providing health information. Visitors can also submit questions. Since their launch last November, the videos have been viewed more than 1.3 million times.

Of course, not all doctors will want to devote the time or consistent study of social media techniques to maintain a presence. However, they could join the editorial boards of established health information sites, form a discussion board with other medical colleagues, or partner with their affiliated hospitals’ social media efforts.

Additionally, social media provides an opportunity for physicians to connect with one another. Sermo, the exclusive online physician community founded in 2006, provides an opportunity for doctors to exchange clinical information, as well as discuss pressing issues such as healthcare reform.

Social media for reputation management

Now let’s talk about reputation management, which is becoming more critical for physicians in an age when doctors are receiving a plethora of online consumer ratings. The trick to online reputation management is to take control of the search engine process and literally “rise above” any negative reviews. That isn’t always easy, given the search engine dominance of HealthGrades and Vitals in most markets. As most physicians know, a HealthGrades or Vitals entry (often with consumer ratings) almost always rises to the top for most online physician searches. Even more disconcerting are the consumer sites such as Angie’s List and Yelp, which invite consumers to rate doctors right alongside local house painters and bistros. Unfortunately, comments are not always positive. As we all know in marketing, a customer who has a good experience will tell one friend, but if there’s a poor experience, that person will want to tell everyone.

In the old days, simply seeding personal website copy with key search terms was enough to take control of search engine marketing, but today it’s more complex. Google’s Panda and Penguin programs were originally designed to limit search engine spamming, but the latest updates also penalize many so-called “white hat” search engine tactics, such as adding multiple links or super-optimizing pages. Now, search engines give higher rankings to rich content, including video and participation in social media.

How can physicians ensure better search results and, ultimately, improve their reputation? A robust presence on Google+, for example, will result in optimizing one’s profile on Google. Physicians may also want to try the Google+ Hangout feature that lets them chat with up to nine participants (which may be perfect for a small patient information session). A presence on LinkedIn, too, is a good idea. Many physicians prefer LinkedIn to other sites because of its professional slant.

Advising doctors to have a Facebook profile is another issue. If they do want to go the Facebook route, then the advice is to keep a personal Facebook page separate from the professional one. Twitter is also another great tool that needs to be used with obvious discretion. We’ve all read about politicians and athletes misusing Twitter, primarily because they believe it’s a tool only for communicating with a close circle of people – it’s not, but it is considerably more powerful if used well.

Studies show that video is becoming one of the best activities for search engine optimization as well as patient engagement. Short, well-edited videos provide a total picture of the physician and come close to replicating the patient-doctor visit. Video is obviously also preferable for physicians who aren’t natural writers. For those who truly want to commit to YouTube, take a look at 1HappyDiabetic, the YouTube channel set up by vlogger Bill Woods. Woods is a patient, not a doctor, but he covers topics ranging from everyday living tips to advice for newly diagnosed diabetics. He also has extended the community to his website and responds to questions.

Is it socially acceptable to ask for good reviews? Online rating agencies such as Yelp discourage solicited reviews and warn that they will be filtered, right along with staff members who think they’re being helpful by posting reviews under pseudonyms. Instead, they suggest posting a Yelp sticker in the office and online. More realistically, it doesn’t hurt to ask a satisfied patient to recommend a practice on social sites. Just don’t provide the script of what to write.

Of course, there’s always the realm “where only the bold dare go,” which includes those new media marketing tools that may still be considered a bit more edgy. Groupon and LivingSocial, for example, have been filling up email boxes with daily deals since 2008. While dental cleanings, acupuncture, chiropractic services, and even vision exams may seem commonplace, other medical procedures and tests may raise eyebrows.

Opportunities for healthcare marketers

Clearly, with more physicians making good use of social media, it’s logical that marketers should also use these tools to communicate with “connected” doctors. Several health systems are already incorporating social media into their physician engagement plans. Here are a few trends we’re currently spotting:

  1. App Technology. Physicians love their smartphones just like the rest of us. Popular apps for doctors include Medscape, Epocrates, iRadiology, MedPage Today Mobile, Medical Radio, and MedCalc. At my health system, St. Joseph Health, we just launched an app to take the place of the traditional medical staff newsletter. The keys to success of “The SJH Pulse” have been frequent content updates, robust health industry news, and links to the rounding tool for the system’s electronic medical record. Just to add some excitement to the app’s debut, we designed special smartphone covers with The Pulse logo. In the coming months, we also plan to add online continuing medical education programs to the app.
    Similarly, University of Minnesota Amplatz Children’s Hospital has an app provider directory for smartphones. The application is used by clinicians and patients to look up doctors. It features information about pediatric specialists, a list of specialties, and a pediatric dosage calculator.
  2. Blogs. Doctors who love to blog are wonderful, especially for healthcare marketers. The Facebook page of Boston Children’s Hospital often includes links to blog posts from its physicians. Claire McCarthy, MD, is a frequent blogger for the hospital as well as for Huffington Post. Her entries are particularly insightful as she presents medical information from the perspective of both a doctor and a mother.
    Although rarer, doctor-to-doctor blogs are also valuable. Several years ago, MemorialCare Health System in Southern California used a blog to help physicians learn more about electronic medical record implementation.
  3. Twitter. Hospitals are quickly learning that doctors are on Twitter and will follow a healthcare organization’s Twitter feeds if the content is relevant to capture their attention. Healthcare organizations should also look to partner with Twitter-enthusiast doctors. Currently, there are some 1,300 doctors who have added themselves to TwitterDoctors.net, a site that lists “the most influential doctors on Twitter.”Another helpful strategy is to assist doctors with setting up digital dashboards. For example, provide stats on visits to physician bio Web pages. And don’t forget to recommend Klout and other methods for busy doctors to monitor their own social media effectiveness.

Clearly, physician enthusiasm for social media will grow even more and, most likely, at exponential rates. Smart organizations will reach out to doctors and partner with them to make the most of their social media presence.