Marketing to Physicians vs. Consumers - SHSMD 2010
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Presentation at national SHSMD Conference in Chicago, 2010. Jeff Segall and Marcus Gordon discuss the roles on their organizations in marketing to consumers versus physicians with examples of integrated marketing campaigns.
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Marketing to Physicians vs. Consumers - SHSMD 2010
- 1. Physician marketing vs. Consumer marketing Which brings more patients in the door? Ben Dillon eHealth Evanagelist and Co-Owner Geonetric Marcus Gordon Director, Marketing and Public Relations Atlanta Medical Center Jeff Segall Vice President, Public Affairs and Marketing Tri-City Medical Center
- 3. Just how important are physicians?
- 43. Thoughts on the Future
- 44. Q&A For current presentation, please email: [email_address]
Editor's Notes
- Intro -I got them into this – they’re not letting me off the hook too easily Where this all began… We’ve heard “consumer, consumer, consumer” for a very long time. Major shift for HC. We haven’t been marketing all that long in any case. (anecdote: UIHC marketing for the first time) We’ve seen a sea change in the works over the past year or so and it appears to be gaining steam – Healthcare organizations shuffling resources – growing physician relations presence (in some cases at the expense of consumer marketing) “ Huh? That’s interesting” So we pitched this idea to SHSMD and apparently they agreed! We have here an interesting panel – not assembled b/c they’re national experts on physician referral at some organization that’s so large or unique that you can’t actually take anything that they’re doing home with you. Incredibly smart, talented guys “ Real” organizations…not huge…dealing with some real problems and challenges Knee-deep in this physician marketing vs. Consumer marketing: Which brings more patients in the door? SESSION NUMBER T21 SESSION LEVEL I William Applegate Managing Director, Marketing and Public Relations Southern Regional Health System Riverdale, GA Jeff Segall Vice President, Public Affairs and Marketing Tri-City Medical Center Oceanside, CA A decade ago, the consensus was that patients don’t pick hospitals; they follow their doctors’ recommendation. In recent years we’ve witnessed the growth of consumerism and watched as hospital marketing to consumers became more prominent. Lately, we’re starting to see some organizations reevaluate the importance of marketing to physicians; in fact; many hospitals are reorganizing departments and reallocating resources to focus more on physicians. Which raises the question: Which really brings more patients through the door? beyond tHriVe: putting the Weight of integrated Communications behind Kaiser permanente’s popular Ad Campaign SESSION NUMBER T22 SESSION LEVEL I Diane Gage Lofgren Senior Vice President, Brand Strategy, Communications and Public Relations Kaiser Permanente Oakland, CA Everyone can name a favorite advertising campaign. Whether it’s the milk mustache of the “Got Milk?” campaign or the power to “Just Do It” with Nike, effective advertising is the embodiment of what we want to present about our organization, its values, and its unique offerings. Hear about Kaiser Permanente’s THRIVE campaign, which broke through the clutter of typical healthcare advertising to get at the heart of people’s ideas about health and wellness.
- Consumers and patients Physician relations/physician sales/business development
- I’m going to begin with some background to frame this thing out Should go without saying – but we make money for providing services…only the docs provide the services There’s been some real friction in the relationships between hospitals and docs for a while here
- Faced with diminishing reimbursements and, in many cases, hospital administrations that were trying to tell them how to practice medicine instead of engaging them as partners, they’ve started doing more and more outside of the hospital.
- More likely to be female, too Physician shortage on the horizon – age plus health reform Particularly Primary Care
- Particularly primary care More services & capturing more dollars (procedure in office, opening competing facilities)
- (broadly, not just the bill from earlier in the year) *** 67% of hospitals believe that at least half of their income with be derived from “at risk” payments, such as bundled payments for episodes of illness, pmpm capitation or other form of global payment
- Those with the financial wherewithal will acquire group practices. That comes with a certain degree of baggage and isn’t as simple as it sounds. All hospitals/health systems are going to need to define a new working relationship with at least some of their physicians. <<transition to Bill or Jeff>>
- Size, geography, market served, Demographic shifts in the market served Positioning change to become a regional referral center Established in 1971, originally Clayton General Hospital Not-for-profit, community based healthcare provider Began growing into a health system in the early 1990s Southern Regional Medical Center is a 331-bed, full-service hospital in Riverdale State-of-the-art outpatient surgery center, one of the busiest ERs in GA Comprehensive testing and treatment for cardiovascular disease Recently received advanced stroke certification from the Joint Commission Long Term Acute Care Hospital (LTACH) with 30 beds Spivey Station: a brand new facility, medical office building, digital imaging center and a breast health specialty center Women's Life Center: a 107,530 square foot, three-level facility, complete obstetrical, gynecological, diagnostic and educational services Georgia Orthopedic Institute: progressive total joint replacement program specializing in minimally invasive spine and orthopedic procedures Recent (current?) open heart application strengthened bond with community, but was turned down by state 331 licensed beds; 573 physicians; 2,139 employees, 79,559 ER visits; 221 average inpatient census
- Own only a handful of physicians - connecting with outside physicians groups to have them bring their business to SRHS Alt model: Peidmont - owns a large physician group. So the goal is to market those Physicians so that patients use them and get to the hospital through that channel. Example: promote docs Stark compliant campaign Positioned as an expert, not promoted directed