Hospital Marketing Journal

Optimism

by Jon Headlee

Seeing the potential for the best in all we do seems simple enough. But how often do we find ourselves questioning another person’s ability to smile or carry on in the face of adversity? Probably more times than any of us can count, or will admit. Optimism is probably one of the most critical character traits to encourage in your staff. Negativity – one of the opposites of optimism – can be destructive in the workplace. While it is good to always be prepared for the worst, it’s not good to always expect the worst. Julia Child once said, “You find yourself refreshed by the presence of cheerful people. Why not make an honest effort to confer that pleasure on others? Half the battle is gained if you never allow yourself to say anything gloomy." In other words, optimism is contagious. Lead by example, and you’ll be amazed at how quickly others will follow. Expect the best outcomes. This is probably the purest definition of Optimism. As an optimist, don’t let any obstacles get in your way. Focus on the positive. Look for the good in every situation, even those that may not have had a perfect outcome. Be confident. Believe not only in yourself, but in the members of your team. When you work together, the possibilities are endless. Wear a smile.  A smile says so much – confident, optimistic, happy to be part of a team, and much more. But best of all, a smile is also contagious! Several years ago, I met an amazing man who not only inspired me, but also helped me grow into the person I am today.  He had the ability to laugh – and maintain unfailing optimism – in the face of daily stress and heartache. When I asked how he did it, he explained simply that his sense of humor was critical and without it, he wouldn’t be able to function. Those words really struck a chord with me, and I now live by his example, and sometimes I get asked the same question: how do I do it? None of us ever intend to be negative or pessimistic but sometimes we unconsciously let the wrong influencers impact the way we see the world. The optimistic person sees the world through rose-colored glasses. So, the next time you're confronted with a situation that threatens to impact your view, think of Julia Child and say something optimistic Can you think of someone in your life that embodies the spirit of optimism?

Adaptability

by Kris Laufer

In speaking to Inc. Magazine, Steve Jobs once said, “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” This is exactly why adaptability is such an important trait in the workplace. Everything that surrounds us is constantly changing, and it’s critical that we have the skills necessary to adapt to those changes. Adaptability means being willing and able to function in circumstances that are new or unexpected. As your business continues to grow and evolve, your team will face new hurdles and challenges. So inspiring your staff to become more adaptable is more critical than ever. One key thing Steve Jobs taught us is this: If we embrace change, we’ll give birth to creativity and new innovation. However with uncertainty and sometimes frightening changes taking place every day – such as the economy – it can be extremely challenging to embrace change. But adaptability can often turn these hard times into rewarding opportunities. Use this time to learn new things. Developing new skills – or continuing to improve existing ones – will help you succeed and better adapt in a changing world. Always expect the unexpected. When you’re ready for anything, there won’t be any surprises to catch you off guard. Trust yourself. Allow your instincts to lead you, especially in high-stress situations. Remain positive. A positive, can-do attitude will guide you to limitless possibilities. I believe that we all have a natural ability to be creative and innovate. While we may not be the inventors of the next-generation iPhone, we can make a positive difference in the world – in both large and small ways. In what ways can you or your team be more adaptable?

Calmness

by Nancy Daugherty

Whether it’s a crazy day at work, a hectic holiday season, or battling with your kids over their homework, we all understand the importance of remaining calm under pressure. But it’s not always as easy as it sounds.

I recall the first time I had to drive my daughter to the emergency room. I was panicked the entire way. When my sister met us at the entrance, she gave me the best advice. “You have to be calm so that you can talk with the medical team and tell them what’s going on,” she said, looking at me straight in the eyes.  And as difficult as it was – and even though I was shaking uncontrollably – I was able to postpone my much-deserved nervous breakdown until later.

Of course, flipping the switch from panic to calm can take some practice. To achieve a strong sense of calmness in your personal or professional life, try some of these tips:

• Let go of the past. Bad feelings from past events or experiences can resurface during trying times, which can lead to anxiety or agitation. Calm people are able to focus their time and energy on the future, not dwell on the past.
• Be patient. When confronted with stressful situations, adrenaline kicks in and sometimes the impulse to rush into rash actions or decisions. Even when faced with the need to act quickly, take a deep breath and be confident that your next move is the correct one.
• Keep a clear head. It’s important to be alert and pay close attention to detail. Staying on your toes and always being aware of what’s going on around you will help create a state of calmness.
• Show courage under fire.  When the pressure is on, it’s your moment to shine. Have confidence in your knowledge and training and let those skills guide you.

Calmness is an essential trait in the workplace, and in every aspect of your life. It helps to create a positive, solace atmosphere and builds trust among everyone around you. Now that’s not to say that at my son’s next basketball game, you won’t see me jumping out of my seat, shouting “shoot it” several dozen times.

In what ways have you seen those around you demonstrate calmness?

Hospital Marketing Leadership Webinar:

ROI, Measurement & Accountability for Hospital Marketers

Hospital executives are confronted everyday with demands for accountability for all expenses, including their traditional marketing campaigns as well as new media.  Asked to do more with less, hospital marketers are forced to build the hospital brand, develop and implement patient acquisition strategies, promote their integrated physician practices and all of this on tight and dwindling budgets.  It’s tough enough convincing hospital administrators of the importance of marketing without having to also show them that the proposed marketing campaigns are working optimally.  Being able to measure and report ROI for hospital marketing campaigns is an important and vital step in this overall process.  Unfortunately, measuring marketing results and reporting ROI for hospital marketing campaigns can be challenging.  In the healthcare industry, it’s a lot easier to measure an increase in referrals – broken down by each referring physician – than it would be to try and figure out how many patients checked in after viewing or reading a particular advertisement.   This is particularly true because patients are not good at reporting why they’ve chosen one hospital over another. The healthcare industry has gotten a bad rap at reporting marketing effectiveness ROI.  In the 2009 HealthLeaders Media Industry Survey, marketing leaders at hospitals and health systems were asked what emphasis their organization will place on measuring the ROI of marketing efforts in the next three years. The largest number of respondents (85%) said they'll use a mix or anecdotal and financial evidence to measure return, although only 6.74% say they'll employ hard, financial ROI measurement exclusively. Do you feel somewhat behind the times regarding the most recent methods to measure successful hospital marketing? Do you need some assistance figuring out how to demonstrate return on your hospital marketing investments?  Are you interested in learning where to start and what mistakes to avoid? Ten Adams and Hospital Executive Today, and producer, Social Media Training, Inc., are teaming up for a live Webinar, entitled, Hospital Marketing Leadership:  ROI, Meaurement and Accountability for Hospital Marketers.  The webinar will be held on Thursday, November 17, 2011, from 3:00 pm to 4:00 pm eastern and includes such well-known speakers as: Chris Boyer, Director of Digital and Communications, Inova Health System Jon Headlee, President, Ten Adams Jake Wengroff, Frost & Sullivan, Global Director of Social Media Strategy and Research  Topics of discussion will include: Discover 5 Steps to measuring the success of your marketing campaigns Learn why accountability is the fastest road to marketing success Learn how to be accountable to and communicate with the New Hospital Consumer Learn how to get better results with a smaller budget Connect the dots from your hospital marketing strategy to ROI Understand how new media & social media can allow you to achieve more with less Case studies of successful hospital marketing strategies Don’t miss this great webinar so you can learn to take the best approach to measuring your hospital’s marketing effectiveness and ROI.    Space is limited.   To register go to https://www3.gotomeeting.com/register/422117334

Hospital Innovation!

It matters and it’s happening now.

By Jon Headlee, President Ten Adams Today’s hospital CEOs are suffering from a number of significant challenges. Healthcare is stuck in the middle of a revolution that seemingly has no end. According to a recent American College of Healthcare Executives (ACHE) survey, the top 4 challenges for hospitals in 2011 are: 77% - Financial challenges 53% - Healthcare reform implementation 32% - Governmental mandates 31% - Patient quality & safety What to do? What to do? According to ACHE (and Ten Adams by the way) the answer is to INNOVATE! According to the report, developing a culture of innovation will help hospitals cultivate the visionary leaders and implement the management systems they need to improve the healthcare they provide, and do it more efficiently.   Hospitals need to: Initiate the quest for innovative solutions by establishing empowered R&D teams led by passionate, C-Suite team members. Encourage the adoption of original ideas and insights by fostering an information exchange among all hospital staff, and business experts outside the organization. Establish and encourage new thinking and decision-making processes that enable management to overcome seemingly intractable operational and ethical issues, with the goal of improving quality and cultivating promising healthcare leaders. In other words, hospitals need to foster innovation inside their own 4 walls, amongst their doctors, nurses, administrators and all other personnel.   A culture of innovation will not only help the employees become engaged and more effective in their jobs, but it will also encourage them to be more motivated, efficient, perform at a higher level, and provide patients with better quality of care.  A patient who believes they are receiving the best quality of care and the best value will be a repeat patient for life and a powerful advocate for the organization. In all business, innovation is the catalyst to growth.  Every business needs an innovation engine to generate great ideas that will move the business forward.   Significant innovation creates competitive advantage and it goes without saying that competitive advantage is the life-saver for hospitals in this highly competitive healthcare environment. What is innovation and how can a culture of innovation help hospitals in these tough economic times?  Innovation is the commercial application and successful exploitation of an idea.  In business, this could be: improving or replacing business processes to increase efficiency and productivity developing entirely new and improved products and services to meet rapidly changing consumer demands or needs adding value to existing products, services or markets to differentiate the business from its competitors and increase the perceived value Innovation will help you: improve productivity reduce costs be more competitive build the value of your brand establish new partnerships and relationships increase turnover and improve profitability Want an example of innovation in practice? Take a look at The Innovation Center at Columbus Regional Hospital. For the past several years, Columbus Regional Hospital (CRH) has used innovation as its central growth strategy.  They innovate in everything they do, from delivering medication to patients, to serving drinks in the cafeteria.  Innovation allows them to deliver the best patient care and helps distinguish them from their competition. "When we talk about innovation we mean the process of using new ideas to make something better and solve problems," said Lynne Maguire, Vice President of Planning & Marketing and Chief Strategy Officer. "Sometimes it is to make something new, and sometimes it is to improve an existing process." Maguire is chief strategy officer at the 225-bed Columbus Regional Hospital 50 miles south of Indianapolis, which recently opened an 18,000-square-foot Innovation Center. The goals of the center are considerable: differentiate the organization in the marketplace, enhance staff recruitment and retention, provide better patient outcomes — and serve as a model for other hospitals looking to build their own innovation programs. "Organizations that can rapidly improve, rapidly adopt best practices and rapidly innovate are going to have strategic advantages," Maguire says. The time is NOW to introduce a culture of innovation.  The organizations that embrace this concept will be the hospitals + healthcare systems that guide the healthcare industry into a new dawn of health delivery in the 21st century.