Courageous Moments in Physician Marketing

Not long ago I was speaking with a respected surgeon and thought leader about competition in healthcare. He brought home the idea that competition is indeed nerve-racking. In the practice of medicine and in business, you don’t have real competition unless there is an element of fear. Two notions come to mind. The first is…

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Speak Value: Competitive Watchwords for Healthcare Marketing

[Series installment.] Today, one of the paramount themes for successfully marketing healthcare organizations is ivering value for the patient. Patients—now informed consumer-shoppers—are receptive to a persuasive message that connects health care quality to price. Recently, Dr. Thomas Lee, Chief Medical Officer of Press Ganey, and I discussed how healthcare ivery has become a consumer-savvy, patient-centric…

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Two Quick Lessons to Improve Doctor-Patient Communications

Face-to-face with patients, doctors are expected to do and communicate better within the same or less time with the patient. It’s the “catch-22” of healthcare’s patient-centered, world. In addition to excellence in clinical care, and a positive outcome, effective and empathetic communications is the essential ingredient. The typical “10-minute-and-10-second” doctor-patient encounter is an agenda…

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Healthcare Marketing Isn’t Magic. Real Science is the Fuel.

The nation’s doctors and hospitals are well acquainted with the unprecedented dynamics of change in healthcare. The competitive landscape is shifting—seemingly every day. Yesterday’s passive patient is today’s informed (retail-trained and sometimes demanding) healthcare consumer. Insurance considerations—on both the provider- and the patient-side—are shifting sands of reimbursement tables, changing deductables, and out-of- considerations. Physicians, who…

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