eHealthcare Strategy & Trends, January—December 2011

Awards

• 2011 eHealthcare Leadership Award Winners, 11/11

Content

• Ask the Expert: Why Should Healthcare Organizations Develop the Next Generation of e-Health Content? 2/11

E-Business

• Sick, Click, Cured: Online Diagnosis Offers Satisfaction Guarantee, 3/11
• Using Technology to Improve the Doctor-Patient Relationship and Build Revenue, 5/11
• Barnes-Jewish Adopts Mobile Solution to Reduce Medical Appointment No-Show Rates, 12/11

Intranet

• Establishing a Corporate Communications Strategy: The Role of eMail, Intranet, Video, and Other Tools, 4/11

Management and Organization

• Major Medical Center Dramatically Reorganizes Marketing Department to Address Changing Communications Landscape, 6/11
• Five Steps for a Successful Transition from In-Person to Web-Based Customer Interactions, 7/11

Marketing/Communications

• Web Initiative Engages Audience in Relevant Conversation, 1/11
• All in the Family: Creative Audience Engagement Drives Social Media Interaction, 4/11
• The iPad Furthers Physician-Patient Communication, 6/11
• Annual Reports Go Online and Mobile, 8/11
• Hospital Cafeterias Go Digital—More than a Menu, 9/11
• Should Your Press Releases Go Social? 11/11

Mobile Marketing

• Text Messaging Complements Fast ER Service, 3/11
• Early Adopters of Mobile Barcodes Are Finding Success, 3/11
• Planning Your Mobile Strategy, 7/11
• Mobile Sites and Apps Need to Be Given Priority Despite Current Low Usage, 10/11
• Mobile Ads Surpass Browser-Based Ads, 11/11

Relationship Building

• Ask the Expert: How Can I Use the Web to Improve the Health of My Community? 7/11

Search Engine Strategies

• Taking Advantage of Google’s New Sitelink Format, 11/11

Social Media

• Two Baltimore Competitors Make the Case for Blogging, 1/11
• Ask the Expert: Should I Consider Using the Microblogging Platform Called Tumblr? 4/11
• Can Healthcare Learn to Love Location-Based Applications? 6/11
• Hospitals Plug into Mom Bloggers, 7/11
• Keys to a Strong Facebook Presence, 7/11
• Care Community Websites Evolve as Social Media Marketing Tools, 8/11
• Atlanta Hospital Creates Social Media Hub, 8/11
• Hospitals Tap Online Communities for Market Research, 9/11
• The Argument for Open Use of Social Networks in the Workplace, 10/11
• Study: Social Media Sponsorships Well Accepted and Valuable, 10/11

Strategic Web Initiatives

• Kiosk Shows Promise in Reducing Health Disparities, 2/11
• Blood Donation Scheduling Tool Provides Organized and Efficient Process for Employee Participation, 5/11

Strategy/Planning/Site Development

• Major Health System Changes Web Focus to Drive Bottom Line and Better Serve Organization, 2/11
• Midwest Hospital Redesigns Award-Winning Website, 2/11
• Ask the Expert: How Can I Use the Web to Support My Complex Healthcare Organization? 3/11
• Web Tools and Analytics Drive Redesign of Website, 4/11
• Lessons Learned in Major Site Redesign for Academic Medical Center, 5/11
• Ask the Expert: How Can Healthcare Marketing and IT Departments Work Together More Collaboratively in the Future? 5/11
• Ask the Expert: Website ROI—How Do I Get the Hard Numbers? 6/11
• Ask the Expert: How Do I Know If My Site Search Needs an Upgrade? 8/11
• Ask the Expert: What Are the Pros and Cons of a Web Committee? 9/11
• Tips and Advice About Committees, 9/11
• Web Team at Vanderbilt Children’s Hospital Meets Challenge of Developing a Separate Site for School’s Pediatrics Department, 9/11
• Cleveland Clinic’s Journey to Improve and Expand Its Digital Initiatives to Significantly Drive Revenue, 10/11
• Ask the Expert: How Do You Go About Choosing the Right Content Management System? 10/11

Technology

• Leveraging Technology to Create Two-Way Communication for Improving Care, Outcomes, and Patient Engagement Inside and Outside Hospitals, 9/11
• Palm-Scanning Technology Sees Growth, Success, 10/11
• When Is a Health Information Breach Not a Breach? 11/11
• MultiCare’s Good Samaritan Hospital Tunes Into Benefits of RFID and Smartboards, 12/11

Trends, Developments, Online Demographics

• Ask the Expert: How Would You Characterize Today’s Level of e-Healthcare Development? Part Two, 1/11
• How Your e-Healthcare Colleagues Consider Some Key Issues, 1/11
• Hospital Marketers Reveal Their Views About Emerging Marketing Approaches, 5/11
• Ask the Expert: What Are the Key Trends in e-Healthcare Development? Part One, 11/11
• Ask the Expert: What Are the Key Trends in e-Healthcare Development? Part Two, 12/11
• Interactive Marketing to Grow Rapidly During Next Five Years, But Traditional Marketing Will Still Constitute Majority of Spending, 12/11

Web Site Reviews

• Blue Cross Blue Shield of Michigan—A Healthier Michigan, Genzyme Corp.- Synvisc-One, Adventist HealthCare, 1/11
• Columbia St. Mary’s, Fairfield County Bariatrics, St. Christopher’s Hospital for Children—Kids Health Safari, Presbyterian Healthcare Services—Your Story Is Our Story, 2/11
• Integris Cancer Institute of Oklahoma, Let’s Move It—Cleveland Clinic, Xyzal (Sanofi-Aventis), UnitedHealth Group, 3/11
• White Memorial Medical Center, Excellus BlueCross BlueShield—Medicare, Columbus Regional Hospital, 4/11
• Tanner Health System—See Dave Sleep, Steward Health Care System, Story County Medical Center, 5/11
• Parrish Medical Center, Catholic Healthcare West—Careers, 6/11
• Yale-New Haven Hospital, Baystate Health, East Tennessee Children’s Hospital, Brown & Toland Physicians—Facebook, 7/11
• Baptist Hospital South Florida, Joslin Diabetes Center, St. Dominic Hospital, 8/11
• Cook Children’s Health Care System, RMH Heart and Vascular Center—Heroes, University of Utah Health Care, Children with Diabetes, 9/11
• MoBap Childbirth Center—Missouri Baptist Medical Center, I Had Cancer, St. Luke’s Medical Center, Emanuel Medical Center—Her Health Content, 10/11
• America’s Health Rankings—State HealthStats, Fountain Valley Regional Hospital & Medical Center, Kosair Children’s Hospital—Coping Club, Froedtert & Medical College of Wisconsin—Wayfinding, 11/11
• FamilyDoctor.org, South Palm Orthopedics, The Philadelphia Antiques Show—A Benefit for Penn Medicine, Mount Carmel Pink Link Mobile App, 12/11

Strategic Health Care Marketing, January – December 2011

Accountability

• Managers Play ‘Game’ to Acquire Business Acumen, 11/11
• ER-Based Simulation Game, 11/11
• Demonstrate Your Value and Understand C-Suite Needs to Succeed, 12/11

Advertising/Communications

• Airport Advertising Helps Marketers ‘Go Big,’ 2/11
• Look Ma! Almost No Brand Name! An Unorthodox TV Campaign Helps Abington Memorial Hospital Build Brand Awareness, 4/11
• Five Lessons Gleaned from Interviews for the Abington Memorial Hospital Story, 4/11
• In What Promises to Be a Successful Attempt to Portray the ‘Customer Experience,’ a Minnesota Children’s Hospital Takes a Creative Route That Some Others Shun, 5/11
• Three Insights Gleaned During Interviews for the Story Concerning Children’s Hospitals and Clinics of Minnesota, 5/11
• A Medical Facility with a Great National Reputation Among Doctors Tries Spreading the Word to ‘Civilians,’ 6/11
• Four Lessons Gleaned During Interviews for the National Jewish Health Story, 6/11
• Oops! Ouch! and Oh No! Ads Zoom in on Households with Kids, 6/11
• Getting Bigger While Staying Folksy: A Merged System of Hospitals and Clinics Works to Keep Its Small-Town Image, 8/11
• Four Lessons Marketers Can Take Home from the Essentia Health Campaign, 8/11
• Stroke Campaign Packs Punch in Orange County, 8/11
• An Upbeat, Good News Hospital Branding Campaign Pleases Staff and Generates High Awareness Scores, 10/11
• Five Hints, Tips, and Rules of Thumb Related to the Physicians Regional Healthcare System Campaign, 10/11
• To the Boiling Cauldron of Hyper-Competitive New York Hospital Advertising, One ‘New’ Contender Stirs in a Dash of History, 12/11
• Four Pointers for Hospital Marketers Gleaning During Interviews for the Lenox Hill Hospital Story, 12/11

Brand Management

• New Isn’t Always Better, 2/11
• Community Hospital Chain Spends Very Big Bucks to Build a Brand, 5/11
• Marketers Don’t Have to Be Satisfied with Their Current Reputation Rankings – Lessons from Two Progressive Organizations, 9/11
• Hospital Names Influence Patient, Employee, Physician Perceptions and Decisions, 9/11

Business Development

• Remodeling Underway in Sleep Center Field – More Competition, Tighter Reimbursement, Greater Expectations, 1/11
• Emergency Departments Adapt to Needs of Older Patients, 2/11
• Employer Wellness Clinics Put Control in Patients’ Hands, 4/11
• Will 2011 Be the ‘Tipping Point’ for Domestic Medical Travel? 5/11
• Putting on the Ritz: Deluxe Post-Hospital Stays in Philadelphia, 5/11
• Hospitals in Malls: Wave of the Future? 7/11
• FDA Lowers Threshold for Lap-Band Surgery and Hospitals Continue to Respond with Creative Promotions – But Insurers Still Hold Reins, 10/11

Consumerism/Customer Relations and Service

• How Health Care Facilities Can Use Patient and Family Advisory Councils to Improve the Patient Experience and More, 7/11
• Philadelphia Hospital Employs Ritz-Carlton Model for Service Excellence, 9/11
• The Bottom-Line Impact of Chief Experience Officers – First of Two Parts on Efforts to Improve the Patient Experience, 10/11
• Understanding Patients’ Fears Is Critical to Customer Service, 11/11
• Homegrown Strategies for Improving the Patient Experience – Second of Two Parts on Efforts to Improve the Patient Experience, 11/11

Innovation

• Integrated Mobile Marketing Is a Game Changer, 6/11
• Orbiting for Ideas – The Matchless Insights of Gordon MacKenzie, 12/11

Internet & Social Media

• Getting Started with Social Media: More Than Tweets and Posts, 3/11
• Seize the Moment to Create Attention, 6/11
• Digestive Topics Find a Consumptive Online Audience, 6/11

Market Research

• Directing Ad Dollars in the Right Direction, 2/11

Physician Relations/Operations

• Forward-Thinking Strategies for Marketing Employed Physicians, 1/11
• Additional Ways to Enhance the Marketing Support of Employed Physicians, 1/11
• Physician Relations Rises to New Level of Sophistication, 4/11
• Multiple Methods to Boost Primary Care Capacity – Operational Fixes Paramount, 4/11
• Effective Communication with Physicians: Understand Their Needs, Less Is Often Better, 7/11

Planning

• Extreme Strategic Planning: A Dramatic Change in the Very Fabric of the Organization, 2/11
• A Tale of Two Hospital Turnarounds – Then the Recession, 6/11

Public Relations/Advocacy

• Best Place to Work? Who Cares? 3/11
• Delivery Room Camera Policies Differ; Restrictions Can Upset Parents, 5/11
• Health System Creates Its Own News Outlet, 11/11

Quality and Outcomes

• Hospital Ticket to Ride Combines Best of High-Touch and High-Tech, 1/11
• Few Hospitals Will Meet New Tobacco Measures – Shortcoming Reflects Scarcity of Robust Inpatient Tobacco Cessation Programs, 12/11

Sales and Promotion

• Hospitals Build Loyalty with Intimate ‘Mammogram Parties,’ 1/11
• Marketing General Surgery: Three Views on Three Tactics, 2/11
• Proton Therapy Centers Present Unique Marketing Challenge, 7/11
• Hospitals Examine Marketability of Performance Rankings, 8/11
• Little Hospitals Flex Their Marketing Might, 9/11

Strategic Issues/Trends

• Inside the Looking Glass: What a New Era of Accountable Care Reveals About Marketing, 3/11
• ACO: Another Term for Hospital ‘Mad Cow’ Disease? 5/11

Wellness/Prevention/Access

• Paying for Good Health – An Idea Whose Time Has Come, 3/11
• Hospital Walking Club Gets Bostonians Moving, 7/11
• Employee Health Programs Produce Variety of Results, 8/11
• Health Care Providers Partner with Schools to Provide Sports Concussion Screening, 11/11

Contributors

Diane Atwood
Deborah Borfitz
Dennis Brimhall
Ritch Eich
Sandra Fancher
Daniel Fell
Laura Green
Lin Grensing-Pophal
Paul Griffiths
Cheryl Haas
Dan Harvey
Peter Hochstein
Carolyn Merriman
Beverly Schulman
Susan Solomon
Gloria Stone Plottel
Stephanie Thum
Joan Trezek
Tom Urtz
Nancy Vessell
Michele von Dambrowski

eHealthcare Strategy & Trends, January – December 2010

Awards

• 2010 eHealthcare Leadership Award Winners, 12/10

Customer Service

• Medical Center Takes Consumer-Centric Approach to Communicating Quality, 2/10

E-Business

• Midwest Provider Tests Online Diagnosis as a Mobile App, 8/10
• ED Wait Times Transmitted Via Billboard, Text Message, 9/10
• Virtual Online Assistants Represent Opportunities for Hospitals, 10/10
• Booking ER Appointments Online Beats Waiting in Line, 11/10

Innovation

• Video Game Technology in Healthcare: New Tools for Consumers and Healthcare Professionals Change the e-Health Landscape, 1/10
• Key Takeaways from Recent Mobile Strategy Conference, 4/10

Management and Organization

• The Right Web Team Structure—Finally—Leads to Successful Web Site Launch, 4/10
• Academic Medical Center Improves Usability by Bringing a Decentralized Web Site Back to Centralized Control, 6/10
• Ask the Expert: Is a Dedicated Hospital Web Team a Luxury … or a Necessity? 11/10

Marketing/Communications

• How to Rally Support for Hospital Funding with a Minuscule Advertising Budget, 3/10
• Ask the Expert: Should You Weave Widgets into the Marketing Mix? 3/10
• Study: Adults Online Are Active on Top Social Networking Sites, But Personal e-Mail Usage Remains Strong, 3/10
• Integrated Marketing Approach—Especially the Addition of Digital Media—Helps Drive Cost Efficiency and Lifts Results for Two Healthcare Organizations, 5/10
• Health System Adopts New Communications Model That Uses Video as Centerpiece, 5/10
• Extension of Care Guidelines from Web Site to Mobile App Proves a Winner for a Children’s Hospital, 5/10
• Innovative Use of Texting Benefits Brain Tumor Support Initiative, 6/10
• Ask the Expert: Should My Organization Consider Mobile Barcodes to Reach Customers? 6/10
• Simple, Fun ‘Healthy Is’ Campaign Builds Web Site Traffic, 8/10
• ED Wait Times Transmitted Via Billboard, Text Message, 9/10
• What an e-Mail Open Rate Is and Isn’t—and How to Improve Yours, 10/10
• Mobile Advertising: The Next Generation of Brand Awareness, 12/10
• E-Mail Newsletter Featuring Videos Drives Nurse Recruiting at Midwest Health System, 12/10

Search Engine Strategies

• Use of Social Media Improves Paid and Organic Search Results, 1/10

Social Media

• Scott & White Turns to Twitter During Fort Hood Tragedy, 1/10
• Something to Chat About: Regence Masters Social Media, 2/10
• How to Improve and Expand Your Use of Twitter, 3/10
• ‘9:00 a.m. Less Than a 15-Minute Wait in the ER,’ 4/10
• Integration of Social Media and e-Mail Offers Many Benefits, 6/10
• BJC HealthCare Leverages the Power of Community to Tell Its Story, Improve Healthcare, 7/10
• Social Media and Defamation: Are You at Risk? 7/10
• Common Social Media Terms and Other Important Information That Every Healthcare C-Suite Executive Needs to Know, 8/10
• Blue Shield of California Takes Social Media to the Next Level, 9/10
• Social Bookmarking Can Pay Big Benefits with Little Effort, 9/10
• Physician Practices Recognize the Power of Social Media, 10/10
• CME for Docs Who Want to Learn About Social Media, 11/10
• The Important Role of Social Media in Preparing for and Handling a Crisis, 11/10
• Bellin Run: Something to Tweet About, 12/10

Strategic Web Initiatives

• Hospital Subsites Take Another Step in Consumer Engagement, 1/10
• Mission Blends Seamlessly with Social Media at St. Anthony, 4/10
• Ask the Expert: Should You Use a Branded Microsite to Promote One of Your Services? 9/10

Strategy/Planning/Site Development

• Ask the Expert: What Are the Four Most Important Web Site Best Practices? 1/10
• Ask the Expert: When and How Should You Prepare for Redesigning Your Web Site? 2/10
• Ask the Expert: How Do I Start a Patient Portal without Breaking the Bank? 4/10
• Do Mobile Web Sites Have to Comply with Section 508 of the Americans with Disabilities Act? 4/10
• Tight Alignment of Marketing and IT—Plus Balance of Fads and Fundamentals—Leads to Strong Web Initiatives, 6/10
• Children’s Hospital Finds It Can Super-Size Its Web Site, But Not Its Staff or Budget, 7/10
• Consumer Satisfaction with Web Sites Varies Widely by Industry and within Some Industries, 7/10
• Ask the Expert: You’ve Left Healthcare for the Financial World, But Could
  You Answer Some Questions We Have? 7/10
• Study: Effective Web Site Intercept Surveys, 8/10
• The Benefits of Personas in Web Site Development, 9/10
• Ask the Expert: Why Is It Vital to Incorporate User Research During a Web Site Redesign? 10/10
• The Impact of Research on Patient Portal Design, 10/10

Technology

• Webcam Use Spans the Age Spectrum, 2/10
• Midwest Provider Tests Online Diagnosis as a Mobile App, 8/10
• Ask the Expert: Meaningful Use of Electronic Health Records—An Obligation or an Opportunity? 8/10
• Virtual Online Assistants Represent Opportunities for Hospitals, 10/10

Trends, Developments, Online Demographics

• Significant Changes to HIPAA Take Effect, 3/10
• Ask the Expert: What Role Does Quality Play in Healthcare Marketing Today—and What Can I Expect in the Next Few Years? 5/10
• Ask the Expert: How Would You Characterize Today’s Level of e-Healthcare Development? Part One, 12/10

Web Site Reviews

• Siteman Cancer Center—myCompass, St. Luke’s, Marietta Memorial Hospital, 1/10
• St. Helena Hospital, Southern Regional Health System, Diabetes Daily, 2/10
• Seattle Children’s, Celebration Chain, Penn Center for Executive Health, 3/10
• ProHealth Care, That Guy, USC Hospitals, 4/10
• The Christ Hospital, The Mayo Clinic Diet Fan Page on Facebook, Methodist Health System, Women’s Health Foundation, 5/10
• Intermountain Healthcare, Meridian At Home, AstraZeneca’s Symbicort My Measures for Success, 6/10
• The Methodist Hospital System, North Shore-Long Island Jewish Health System—Financial Help, Regence BlueCross BlueShield—What’s the Real Cost, American Cancer Society—Choose You, 7/10
• Phoenix Children’s Hospital –Virtual Tour, Athens Regional Medical Center—Interactive Map, Virtua Health, Memorial Hospital of South Bend—What’s Really Going on Inside? 8/10
• The Children’s Hospital—Denver, Sherman Health, Quincy Medical Group, 9/10
• Main Line Health, Ogden Clinic, Halifax Health Hospice, 10/10
• Jefferson University Hospitals, Bayhealth Medical Center, UnitedHealthcare—Health Care Lane, 11/10
• Seattle Children’s Construction Blog, Broward Health Cardiac Care, 12/10