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  • Hospital Impact - Healthcare marketing trend: Is the urgent care center finally the perfect remedy for men?
    our preliminary UCC studies Nearly everyone we talked to at a UCC was a man In all of my time working with healthcare clients male patients have never been in the majority of a random gender neutral study Not until now Of the 25 people we spoke to at two New York UCCs 20 were men or 80 percent While that number doesn t offer us a definitive sample it is a noteworthy start encouraging additional investigation Women made the healthcare decision for men again In talking to these men of all ages from 18 to 70 plus we found the main reason for their visit was inspired by a woman In other words it wasn t primarily based on their own concerns about feeling better Rather their ailment was bothering a significant other mother sister or roommates either keeping them up at night or burdening them with concerns about the man s overall well being Additional research supports this trend In a recent article Medical Economics noted that Even when a man does come in to a medical office there s a good chance he s only doing so at the behest of a spouse girlfriend or significant other And the above mentioned AAFP survey quantified this trend 78 percent of men polled who had a spouse or significant other said that she has a strong influence over decisions to see a doctor In our preliminary studies the women who influenced the men we interviewed obviously wanted them to take care of themselves in a quick efficient manner by going to a UCC Reasons why men go to UCCs rather than PCPs and EDs The majority of men we talked to did not Currently have PCPs Want referrals from UCCs to make follow up appointments with PCPs Think that PCPs were necessary as long as they received quick high quality and very convenient fixes to their problems at UCCs Want to go through the hassle of making an appointment at a PCP or endure the often long wait times at emergency departments Finally we learned that most of the men waited a while before actually seeking help because the ailment didn t seem to improve Again this information is supported by the AAFP survey which states that a whopping 92 percent of men waited a few days to consult a medical professional about a health issue Early insights could lead to new innovative marketing While men at least compared to women are still hesitant to embrace their own healthcare when they re really feeling sick and a significant other urges them to get help our early research points to the UCC as a potential preferred option for them Further scanning the Internet for other research on both men and UCCs we have seen that little else appears to exist marrying the two at least so far So what does that mean It signals a sweet spot for potential innovation opportunities UCCs could truly surge ahead perhaps by pursuing more

    Original URL path: http://www.hospitalimpact.org/index.php/2015/07/09/healthcare_marketing_trend_is_the_urgent (2016-02-10)
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  • Hospital Impact
    several Northeast facilities our qualitative observations have uncovered potential trends worth sharing even at this stage Beyond that these early insights are supported by other research in the field which makes us want to dig even deeper UCCs and the changing doctor patient relationship What was once deemed the cornerstone of medicine the doctor patient relationship appears to be experiencing growing pains and that s putting it mildly Many observers feel that relationship is suffering on many levels and it could get worse Read more Leave a comment Healthcare marketing trend Is the urgent care center finally the perfect remedy for men July 9th 2015 by Andrea J Simon I ve worked in the healthcare arena for the past two decades and one of the pervasive problems affecting hospitals primary care physicians and the rest of the healthcare industry can be summarized in one question How do we encourage more men to play an active role in their health In this blog I want to share with you more of our anthropological research on Urgent Care Centers UCCs that I introduced in earlier blog posts Specifically I want to focus on insights pertaining to men Helping men be healthy can be headache inducing Let s quickly review a few of the challenges that healthcare professionals continue to experience in convincing men to take care of themselves Read more Leave a comment Urgent care Not an ER or a PCP but likely better than both June 18th 2015 by Andrea J Simon As we have been working with healthcare organizations on their urgent care centers UCCs we have been fascinated by what we hear from urgent care patients Often what those patients tell us differs greatly from the expectations of healthcare organizations that created the UCCs in the first place Given this disparity we thought it would be timely to share our early insights and inquire about what you might be seeing in terms of UCCs as well While two dozen interviews over a few hours at two different UCCs in New York do not amount to a sample what we ve found so far shows several potential patterns emerging Each one is worth more observation Read more Leave a comment Are urgent care centers brands or commodities May 7th 2015 by Andrea J Simon As I observe the extraordinary growth of urgent care centers UCCs I am seeing some important changes taking place both in the customer experience and in the range of services offered These changes are raising important questions for leaders of UCCs namely Are we just another outlet offering fast convenient care like the ones down the street or at the CVS Or are we establishing a proprietary brand in the way we deliver care and the range of services we offer Whether you are involved with the launch and growth of a UCC or lead another type of healthcare organization you should be asking yourself the branding question Why you Because you better believe your customers

    Original URL path: http://www.hospitalimpact.org/index.php?s=urgent+care+AND+simon&sentence=AND&submit=Search (2016-02-10)
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  • Hospital Impact - Urgent care: Not an ER or a PCP, but likely better than both
    And yet they all had an alternative that the healthcare system generally considers a superior solution the primary care physician PCP There are many types of UCCs run by enterprising physicians healthcare systems hospitals and for profit organizations Whether it was the Doc in the Box or something similar it was designed to compete with PCPs and emergency department ED options Many healthcare organizations envision the UCCs as a funnel that would capture new patients for their primary care doctors and or for their specialists You would think that theory would work as many of the people we saw at UCCs didn t have a PCP But in observing and listening to these people we immediately saw how PCP referrals from UCCs might not work quite the way that healthcare organizations once hoped Here s why Most of the patients we interviewed said that they don t need a PCP One patient added Mine retired and I don t want to find another Of these patients few seemed to see much value in having a PCP at all They typically thought that PCPs forced them to wait too long for an appointment and they didn t want to deal with that hassle anymore Along those lines the PCP office often didn t fit well into their schedule or transportation options either Beyond all of these complaints UCC users didn t think that the PCP was necessary for the care they required at the time A cough was a cough they said Did they need a relationship with a doctor to get a treatment for it While all of this research was quite illuminating another observation actually startled us and would surprise many people in the healthcare industry The majority of people at the UCCs we visited were actually men Certainly not a big enough sample but strangely a pattern that marked the time we spent observing these centers Healthcare has typically and traditionally targeted women who are considered the primary decision makers for the family s healthcare Yet in the space of several hours 15 out of 20 UCC visitors were men Virtually all of the men we observed told us that they had come because their cold or cough was keeping their wife or roommates or girlfriend awake They weren t visiting the UCC to get well themselves Most of them were tough guys and indicated that going to the doctor was not typical for them Their other alternative was to go to the ED at a local hospital But virtually all of them had been to an ED at some point where the visit usually takes too long and the experience is unsatisfying Worse yet sometimes their ED visits didn t solve their healthcare problems Symptoms were not properly diagnosed or treated as they had very little time with a doctor who was usually running from one emergency to another We are continuing our research on the buyer s journey to better understand the ongoing relationship consumers have

    Original URL path: http://www.hospitalimpact.org/index.php/2015/06/18/urgent_care_not_an_er_or_a_pcp_but_likel (2016-02-10)
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  • Hospital Impact - Are urgent care centers brands or commodities?
    They all seem to focus on how fast consumers can be seen by a physician or a nurse practitioner and how easily consumers can then be passed back to their own doctor after their UCC experience Choice appears to revolve around convenience online reviews from users and word of mouth At my firm we are working on buyer journey research to fully understand how people actually decide to go to one UCC over another UCC and how capitalizing on this decision making process could help UCCs capture and retain their customer base But a brand think Starbucks is not just something that s convenient or another Starbucks certainly is not another people are downright passionate about its coffee Dunkin Donuts has perfectly fine coffee but it is not a Starbucks See the difference So how can UCCs learn from coffee companies to build brands that consumers will choose to go to for reasons other than the fact that they are convenient and fast Three things that are critically important to the branding of your healthcare organization People buy with emotion and justify with reason How fast you are and which maladies you take care of are important But often they re not nearly as important as how the experience feels to the mom with a sick child a man injured at work or a teen who is worried that his sore shoulder will keep him from pitching in the big game Do you have any idea what your customer experience is really like Have you tried it from the customer s point of view Unless you see it you really don t know what it is Try it and see what key things are revealed about your business Determine what the consumer really needs and wants and then offer that What will truly differentiate you from the rest Should you be faster or more comforting and caring What is your brand essence efficient delivery of care or compassionate personalized service Walk the walk don t just talk the talk If you decide your brand is high tech fast and efficient or high touch caring and kindness how will you live the brand If the message you re broadcasting is that you are different and the only one delivering care in this way you need to ensure that every person on your staff lives that brand every day at every touch point Remember consumers have an abundance of choice these days and if they feel your brand promise is only hollow words they ll quickly un choose you Once you have identified your unique brand promise you can then take that only and like Starbucks become the destination that people go out of their way to patronize You will have become what they need where and when they need it Hopefully they ll become as passionate about your unique care delivery as they are about their coffee Try it and see Andrea J Simon Ph D is a former marketing branding

    Original URL path: http://www.hospitalimpact.org/index.php/2015/05/07/urgent_care_brands_or_commodities (2016-02-10)
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  • Hospital Impact - What hospital leaders should know about urgent care centers
    sports physical being advertised by CVS or a 175 fee for a sinus infection the consumer with a large deductible is now choosing affordable if not lower cost or free options with acceptable wait times in convenient locations No wonder there s so much competition Or maybe it is about both As Deloitte research from 2014 showed people have choices which means they are now searching researching and choosing what they feel is best for their individual situation As the downloadable infographic at left from Deloitte illustrates there is a confluence of forces coming together with the urgent care solution as an important option From a public health perspective however this is very disruptive to the long standing and highly advocated position that people need a PCP to manage their care over their lifetimes Urgent care center administrators contend that they are not targeting those with diabetes or chronic asthma Rather they are hoping to capture the bumps and bruises the sprains and sports injuries by offering right in your neighborhood right when you need it care Indisputably then urgent care centers are not a short term solution they are a long term cultural transformation As Greg Burke United Hospital Fund director of innovation strategies stated in Goldberg s article This is potentially enormously disruptive to the primary care model and the historical ways of seeking care If you are talking about the core of health reform being really robust primary care this is not necessarily supportive of that This isn t a medical home It s a medical motel You check in and check out Third who is leading the push Everyone it seems healthcare systems independent hospitals private companies pediatricians and physicians with multi specialty practices As a July 9 2014 article in the New York Times reported the old Doc in a Box has mushroomed into an estimated 14 5 billion business as investors try to profit from the shifting landscape in healthcare Right or wrong Only time will tell And don t overlook Walgreens the nation s largest drugstore chain as it attempts to alter the entire healthcare landscape with its branded Well Experience Its Take Care Clinics offer a wide range of healthcare services including vaccinations health tests physicals and treatments for common illnesses and minor injuries Its pharmacists even carry tablets that store customers medical history allowing them to meaningfully contribute to the long term care of their patrons As company President Joe Mangacca states Walgreens aim is to transform from a traditional drugstore to a retail health and daily living destination out of the desire to become a central part of life for many who live and work in and around their stores And if I may yet one more piece of evidence illustrating this transformational trend the successful Firefly After Hours Pediatric Urgent Care founded by pediatricians in Stamford Connecticut whose extended hours 11 p m Monday Thursday and 9 p m Friday Saturday and Sunday bring joy and relief to working

    Original URL path: http://www.hospitalimpact.org/index.php/2015/03/25/what_hospital_leaders_should_know_about (2016-02-10)
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  • Hospital Impact - 6 must-know inbound marketing facts for healthcare leaders
    instance Healthgrades has hospitals generating anywhere in the range of a 4 1 to a 7 1 ROI on their inbound marketing platform HubSpot is similarly designed enabling you to look at your database and evaluate how your marketing efforts have converted into real patient volume Both of these can turn your old ideas about marketing as an expense into new ideas about marketing as a revenue source Cool yes 3 How does inbound marketing work While the methods vary inbound marketing is grounded in the many different ways today s consumers are searching for and selecting healthcare solutions for their particular needs Consumers are going through a journey They have some unmet need so they go online to find a solution Then they might go to a blog to read more then to a white paper giving their name and email in order to download and then to a video They do their own comparison shopping before they even begin to select an option Are you one of their considerations In addition consumers like to be nurtured They want to see how the physician or organization is going to engage them in their journey and they are quick to discount those who don t do a good job online of helping them find the right solution The conversation they re having through online media with a prospective doctor or healthcare provider is the focus and if you re not among their options you will likely be ignored Next consumers go to their friends family online forums chat rooms and places like moms xyz to learn more Once they make a choice they go back online and post their experiences continually evaluating whether they made the right choice Are you ready for this crowd 4 Check out the numbers If you like numbers here are some compelling ones Going online to find a doctor has doubled in the past four years Klein Partners When researching a doctor here s most important factors people are looking for Trust factors are changing Millennials seek out information and trust sources of information in a very specific ways Eleven percent of consumers have been to a hospital website in the past three months but fewer than 25 percent thought that site exceeded their expectations often their first point of contact with a brand or a product or your hospital Klein Partners 5 It is all about engagement It is no longer about selling a service line product Or even marketing a doctor We must all shift our focus It is about the consumer that person who is looking for a relationship with healthcare providers who engage with them on a personal level through many channels across all of their experiences 6 Competition is changing This is going to be the new platform for competition Engagement and relationships are already challenging those big systems that are perpetuating institutionalized medicine with outmoded rules and processes So what does this mean for your marketing talent This new

    Original URL path: http://www.hospitalimpact.org/index.php/2015/02/26/6_things_healthcare_leaders_need_to_know (2016-02-10)
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  • Hospital Impact
    Big data plus observation paints complete picture of urgent care trend November 24th 2015 by Andrea J Simon In a recent blog for Hospital Impact I wrote about how big data and storytelling interact in healthcare I wanted to follow that up with a few more stories that came out of the workshop I presented with Mark Clark vice president at Healthgrades at SHSMD s annual conference in October Our workshop Your Data Wants To Talk How Can You Hear It focused on how to use big data to better understand your patients and communities healthcare behaviors What does the data really mean What is the story it is telling you Our research on urgent care centers revealed crucial information that big data could not about people s attitudes toward care delivery To demonstrate the challenges presented by big data Mark and I used ethnographic research that my firm has been conducting on consumer experiences with urgent care centers UCCs As we observed people coming for urgent care listened to their reasons for coming followed up with what happened after the visit the journey they were on we heard a story that was hard to find in the data We soon realized that there was more to the story that could help us better understand the growing demand for urgent care access Read more Leave a comment Big data and storytelling The necessary duo in healthcare October 22nd 2015 by Andrea J Simon On Oct 10 at the Society for Healthcare Strategy and Market Development SHSMD conference in the District of Columbia I presented a workshop with Mark Clark Healthgrades vice president of strategic development called Your Data Wants To Talk How Can You Hear It Impressively the entire conference was focused on this topic paralleling SHSMD s recent report Bridging Worlds The Future Role of the Healthcare Strategist For this blog I thought I would begin a discussion on the intersection of data and storytelling as more and more hospital marketers grapple with how to turn an abundance of data into smarter marketing strategies Healthcare providers now realize they cannot continue to market patient centric high quality care as their brand This is no longer enough to stay competitive To survive these decision makers recognize that somehow they are going to have to make their organizations customer experience different from other healthcare institutions and relevant to consumers How to do this Big data combined with crucial insights into consumer behavior Read more Leave a comment How are urgent care centers changing the doctor patient relationship August 20th 2015 by Andrea J Simon As corporate anthropologists and culture change consultants we re immersed in research on the growing appeal of urgent care centers UCCs and what they can teach us about the changing healthcare landscape While it s too early to make final conclusions based on our current sample of UCC patients at several Northeast facilities our qualitative observations have uncovered potential trends worth sharing even at this stage Beyond

    Original URL path: http://www.hospitalimpact.org/index.php?blog=1&s=Andrea%20Simon&page=1&disp=posts&paged=1 (2016-02-10)
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  • Hospital Impact
    a specialist researched his background very fine institution found his scores on Healthgrades saw how many cases he had done and his infection rates then made an appointment When he asked her how she had come to him without a referring doctor on her chart she told him He was both shocked and delighted he actually could not believe it Whether it is the patient who is challenging long standing and well established cultural norms or physicians struggling with how to continue to provide medically appropriate and evidenced based care the times are really changing What does that mean for those of us who are healthcare marketers or folks like us who support healthcare marketers Read more Leave a comment Healthcare marketing Capitalize on power of mutual attraction December 4th 2014 by Andrea J Simon Undeniably there s a tectonic shift occurring in healthcare marketing today With large deductibles and the public s growing mistrust of physicians approach to care consumers shop and select care options in ways that were unheard of just a few years ago Like it or not the time is now for healthcare institutions to realize that the old outbound way of pushing messages out to consumers is as outdated as the eight track tape As Bob Dylan famously sang The times they are a changin Read more Leave a comment Traditional communication isn t enough Use entertainment education to fight Ebola October 30th 2014 by Andrea J Simon The World Health Organization declared the 2014 outbreak of Ebola in Africa an extraordinary event Experts at the U S Centers for Disease Control and Prevention cite crisis communication as critical in stemming the outbreak The Health Communication Capacity Collaborative s Health COMpass has made social and behavior change communication materials publicly available My organization works with healthcare providers that need or want to change Given human nature what usually forces this change is a crisis and what could be a bigger crisis than the Ebola virus now gripping the world s attention How will U S hospitals respond Are they prepared Will they learn from the Dallas debacle where inadequate communication as opposed to inadequate healthcare response lead to panic or repeat the same mistakes I just returned from Dallas the then U S epicenter of Ebola and it was frightening Travelers in the airport wore facemasks and blue gloves Conversations were all about how serious the virus was how poorly the staff at Texas Health Presbyterian Hospital was prepared and how woefully inept the CDC protocols were The public s story and boy was this a time for storytelling was a reflection of how the hospital had put us all at risk because they had blown it Read more Leave a comment 5 patient care observation tools for hospital execs September 18th 2014 by Andrea J Simon In my last Hospital Impact blog post I wrote about recent research that my firm conducted for a healthcare client contacting various hospitals in the Northeast to better

    Original URL path: http://www.hospitalimpact.org/index.php?blog=1&s=Andrea%20Simon&page=1&disp=posts&paged=3 (2016-02-10)
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