America's Healthy Future Act 2009

The following link will take you to the 223 page proposed U.S. Senate Finance Committee healthcare reform bill released today entitled America's Healthy Future Act 2009. This will be introduced to the Senate Finance Committee on September 22, 2009.

Happy reading it if you really care about what is going on.

http://finance.senate.gov/sitepages/leg/LEG%202009/091609%20Americas_Healthy_Future_Act.pdf

Comparing Healthcare Service Advertising Back-to-School Physicals

Its back-to-school time again, so everyone in their brother is touting those specials for school and sports physicals in various ads or direct mail pieces. Same day, next day, comprehensive, call for an appointment or just walk in.

Multi-specialty group practices, hospital ambulatory centers, solo practitioners and retail clinics are all offering the same essential service.

What caught my attention were three ads in the local paper from three different channels for these services in the market. It raised the question is anyone paying attention to their advertising message and how it compares to what can be viewed as competitors?

The multi-specialty ad - same day but you had to call for an appointment and gave no price but mentioned pediatricians implying a doctor will see you. The hospital ad - call first for a next day appointment, take advantage of our discounts, offer ends soon and gave a price. The retail clinic ad - same day, just stop by and gave a lower price. Thankfully, three very different choices for a consumer to make an initial decision to explore a purchase based on need.

Observations

The Group Practice:

If I am already a patient of the multi-specially group and have physician, I will probably call them and have insurance pay for it except for my co-pay. If I am uninsured or don’t have a doctor, I won’t go there because I won’t be able to afford the cost of care or they may not be part of my plan. The group practice will get existing patients which could have been reached more economically, personally and less mass marketing focused.

One-half page ad, lots of small copy in a gray scale box in a generally dark black and white ad with imagery of two kids doing cartwheels in yard. The imagery kind of works, but the gray scale, dark ad with too much copy makes it difficult to view. A total of 88 words. Consumers move right on buy.

The Hospital Owned Clinic:

What is convenient about calling for an appointment for the next day, seeing a price and being told there are discounts all in the same body copy? Is that the right price quoted or will it be cheaper because of discounts? Not clear- one or the other, give the lowest price or take the discount statement out, it only confuses people. Teeny tiny small print- payment due at time of service, immunizations not included.

I can see lots of copy in an ad with 124 words, three headlines and some bolded words, 4 column inches across top to bottom on the page, full color. Note to designers bolding words in copy is like shouting at someone. Not a good thing.

And contrary to what the CEO thinks, you are not differentiating yourself from anybody else because you bolded a couple of words.

How’s this for imagery, a nurse examining a kid with gloves on, holding an instrument to examine ears while looking at the camera and not the patient, photo-shopped into an in-ground outdoor pool setting. What is wrong with that picture?

Too confusing, too may messages, too much information for a really simple topic. Neither affordable nor convenient.

The Retail Clinic:
Price first, $30 think us. Smart, affordable choice. Right now and all year long. Just stop by for convenient…. A total of 56 words to get a clean, clear actionable message out. And setting up the opportunity for future service if not now then later we are always here. The ad is three column inches across, in a three color format, top to bottom on the page.

The ad speaks for itself.

Lessons learned……
Keep the doctors and CEOs out of the ad design and development.
Focus your message for a simple service.
Be aware of your target audiences needs and provide a solution.
Understand the price point.
Stop messaging that it is all about us and not about you.
Be a provider of solutions.

Think about the future and what a good customer experience from a simple service can bring to you.

Because when it comes down to a simple service that almost anyone can do, it becomes a commodity and is purchased on convenience and price.

Public Realtions and Media - Leveraging the Obvious

This is a test.

Quick, what is the fastest way for you to build your brand in the community? Well, besides providing outstanding patient service and support, high quality care and so forth.

Try proactive media relations!

Each morning, someone in the marketing department should be scanning the newspapers, news wires such as the PR Newswire and the Business News Wire and other media outlets to see the hot healthcare topic of the day. Once identified, look to your medical staff or your internal employees to see if you have any content experts. Find the angle about why this is important. Develop some materials such as a news release or statement, get some times the physician or hospital spokesperson is available and pitch them to the media. Put the materials on your web site. Use the news wires for a regional release.

It's all about speed, reaction and first to the media.

It's summer and that means a slow news period!

Two articles in the WSJ today worth commenting on. Outpatient surgery in the docs office and bad outcomes including death, and ten things you need to know about healthcare reform. Have any good quality examples of your docs performing outpatient surgery in their offices? What is your position on healthcare reform?

Sweeps month is coming up, never to earlier to establish your organization as the go-to content experts. Especially when it is a slow news day.

Battle Lines Are drawn

With the Senate yesterday introducing a HC reform bill, its clear that the battle lines are being drawn between a government insurance option vs big insurers. Expect the Obama PR team to hammer big insurers and enhance the public already aving a strong dislike of healthcare payors.

What does that mean healthcare providers?

Watch the battle closely, you will have to choose.

What to do.

LEVERAGE, LEVERAGE, LEVERAGE...

Marketing departments should be working with senior leadership and in their communities to get a pulse from all constituent groups, not just favorites on the topic of healthcare reform.

As issues develop create media statements for local press on why you do or do not support.

Consider offering your facility as a town hall meeting place.

Find out where your docs are at. Help them understand the issues and develop PR/Media kits for them to use.

Consider web site updates and links to various organizations.

Become the local expert source for commentary and opinion.

Get leadership up to speed and in an Executive Speaker's bureau on the topic.

Move fast. Be proactive . Define your usefulness in this process.

News Flash, Healthcare Reform

House Democrats have just introduced a 1,000+ page healthcare reform bill. Buckle up, Life is going to change as we know it. Healthcare marketing departments now is the time to start proving your worth and doing some serious marketing. Otherwise, don't need you in the new environment.

Pharma, hospital, healthcare reform and marketing

Saving money?

Okay, who is kidding whom? Pharma gives up $80 billion for healthcare reform for Medicare Part D. Hospitals get on the bandwagon and give up $155 billion in Medicare funding. Total savings $235 billion. Is it real savings or just slowing the growth? Medicare and Medicaid programs are never really cut, just the rate of spending growth slows.

Its just the gov doing their own cost shift dance. You, me, we all pay for these "savings".

Biologic drugs for diseases under reform?

Pharma now wants legislation passed giving them a 13 year exclusivity on biologically derived drugs before biosimilar generics can be introduced. Granted they are complicated and expensive to produce, but really, 13 years to recover costs? Nonsense! I say 6-7 years max and then bring on the generics. Its not reform, just the same old game with different clothes.

Hospital marketing departments, time to tack action!

So hospital marketing and pr departments, what are you doing to drive change in your strategy and tactics to be ready for the new healthcare environment? If you haven't started already, you are behind the eight-ball.

Hint......Focus on PR and media relations. Money well spent and you can produce an ROI. Stop the silly ads.

Question of the day- Mayo Clinic and marketing

Mayo Clinic has no marketing budget, only PR.

They have never done a direct mail campaign, print or electronic media advertisements or any other traditional types of marketing.

Yet everyone knows who they are and what to expect in the way of customer service and quality.

So Quality + Reputation + PR = Success. So on a local level, why do hospitals spend endless dollars on misleading ads and claims when the answer to market success lies before their very feet?