HealthLeaders Media Marketing Weekly - November 3, 2010 | Three Steps to Reach the Wireless Patient
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3 Steps to Reach the Wireless Patient
Marianne Aiello, for HealthLeaders Media
My eight-year-old neighbor has a smartphone. My partially blind elderly aunt has a smartphone. And Barack Obama is the first U.S. president to have a smartphone. And if you want qualitative evidence that more people are using the devices, 17% of U.S. adults used a smartphone in 2009, up from 11% in 2008 and 7% in 2007, according to Forrester Research. In response to this upward trend, forward-looking hospitals are beginning to focus their marketing efforts on mobile technologies such as mobile-specific websites, geotargeted mobile ads, and custom smartphone applications.
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November 3, 2010 |
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Editor's Picks
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Patient-centered care may aid chronic depression
Relatively simple interventions such as follow-up phone conversations with care managers appear to help patients control chronic depression symptoms. The depression interventions were introduced in five family care practices at the University of Michigan Health System. Specifically, 728 enrollees were compared to 78 control patients receiving usual care for 18 months. At the end of the study, 49.2% of 120 enrollees who completed 18-month assessments were in remission, compared to 27.3% in the control group who were in remission. The interventions were not telephone therapy, says Michael Klinkman, MD, a professor of family medicine at the University of Michigan Medical School and lead author of the study. The key was to keep patients in treatment. With this care management approach, physicians can closely monitor whether a patient's condition is worsening. In many cases, patients simply don't follow up-in this case, physicians take the initiative.
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Users favor mobile browsers over downloadable mobile apps
When it comes to the mobile user experience, respondents generally favor mobile browser experiences over downloadable mobile app experiences, according to research from Adobe Systems. Consumers tend to prefer mobile apps when interacting with social media, music, and self-contained experiences such as games and maps. Overall, consumers report equal satisfaction levels with their browser and app experiences and spend about the same amount of time interacting with each. Males aged 30-49 tend to be the most active content consumers, whereas more women (80%) engage with social media on their devices compared to men (70%). Something to consider if you're debating between creating a mobile-specific site or a smartphone app.
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HealthLeaders Media Rounds: Building Accountable Care Organizations
Building ACOs was a hot topic at SHSMD this year, which I discussed on the MarketShare blog. Hospitals and physicians are working hurriedly to build systems of care that reward quality, outcomes, and high-value care—the ingredients of the accountable care organization. Innovative healthcare leaders like Carilion Clinic and Norton Healthcare are getting ready now for the future of healthcare system delivery. Join us on Dec. 9 from Carilion Clinic and share the lessons these leaders have learned.
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Campaign Spotlight
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Hospital Enhances Print Ads With Barcode Technology
Middle Tennessee Medical Center's advertising campaign promoting the opening of its new facility looks like a traditional effort. The print ads feature a photo of the hospital building and a little blurb about the organization's specialties. But in the bottom right corner of the ad, there is a small square box containing a scramble of black and white shapes. Though it may look out of place, this QR code—a two-dimensional bar code—can enhance consumers' experiences with traditional advertising.
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Sponsored Headlines from IBM
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: For a business to stay competitive, it needs to be more productive and respond quicker to business opportunities. Watch this demo to see how IBM® WebSphere® Portal software enables you to connect your users with the right people, applications, and information—to drive business efficiency and success.
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: With so many insurance companies to choose from, how can you stand out from the rest? Watch this demo to see how one insurance company did just that. By using IBM® WebSphere® Portal and related Lotus® software, their customers can now learn about products, file claims and much more; while their agents have access to the tools and resources they need.
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: To stay competitive, leading healthcare providers focus more and more on their patients' needs. While many recognize the potential of IT to improve services, many struggle with driving new IT efficiencies. Read this paper to see how IBM® WebSphere® Portal software can help providers by offering a flexible and valuable long-term solution.
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: As competition in the retail banking industry intensifies, banks face many challenges—improving employer productivity, increasing customer satisfaction, and generating extra sales opportunities. Read this executive brief to see how IBM® WebSphere® Portal software can help.
: Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels—Web sites, mobile apps, online sales and customer service, and other smart touches—has often occurred in a piecemeal way. This has resulted in three potential mishaps.
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Calendar of Events
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Webcasts
December 13: Tactics to Measure Financial ROI for Marketing Efforts
On Demand: Marketing to Physicians: Increase Sales Success Through Measurement and Tracking
On Demand: Five Proven Steps to Improve Patient Satisfaction Scores
On Demand: Beyond ROI: Prove the Success of Your Marketing Efforts
On Demand: 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
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Stay Connected to Marketing Weekly
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| From HealthLeaders Magazine |
Your Move:
Hospitals are Predicting, Adapting to Change
The business models that will emerge in the era of healthcare reform are still unclear, but leading hospitals and health systems are already positioning themselves to adapt when they do come into focus. They're taking the first steps toward becoming accountable care organizations even before anyone knows for sure what an ACO will look like—or even if they'll ever come to fruition. [Read More]
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| Service Line Management |
Creating Stroke Systems of Care
If U.S. healthcare is headed toward a model that eliminates fragmentation and emphasizes continuity and cooperation, stroke care may be leading the way and making a difference in patients' lives. [Read More]
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Marketing Forum
Three E-mail Marketing Success Stories: Email marketing is often seen as another method of advertising, but to truly gauge the value of email for an organization we must look to its ultimate goal: communication. Organizations need to share information both internally and externally. Proper internal communication allows more efficient operations, higher morale, and promotion of internal initiatives. Externally, ideal communication can be used to establish a strong brand image, ultimately creating meaningful relationships with all stakeholders. [Read More] |
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Audio Feature
Why Patient Experience Should Drive CEO Decision-Making: If a hospital is to become patient-centric, the CEO has to have patient experience at the top of his or her list of concerns, says Gary Adamson, chief executive officer of Starizon Studio. The CEO is the only person in the organization who can span across all the department silos and drive a well-thought out orchestrated patient experience, he says. [Listen Now]
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