Hospital Marketing Journal

Doctors are Different

by Scott Mosley Attending the 4th Annual Becker’s Hospital Review Meeting in Chicago, I had the opportunity to hear Jeff Leland, CEO of Blue Chip Surgical Center Partners, speak under the title “Doctors are Different.” This is obviously a fact, freely acknowledged by anyone who works in healthcare. However, I was intrigued by the way Jeff framed his message. Crediting Dr. Joseph Bujak, author of Inside the Physician Mind, as the source of some of his points, Jeff Leland made the following observations about how doctors think. First, they are very decisive. This is ingrained in them during med school, along with self-reliance, independence and courage. Jeff framed the latter attribute as the courage to wade into battle armed with knowledge and empirical data. Physicians boldly go where most fear to tread, if they have the facts. Or if they believe that they do. Jeff equated a physician’s idea of teamwork to the game of golf vs. rugby. Both sports have been reinstated to the 2016 Summer Olympics, but the similarities stop there. There are many people involved in orchestrating a golf tournament, but the game of golf ultimately pits one individual’s skill and knowledge of the art against the elements faced on any given day. Rugby, well… doesn’t. Jeff also compared the physician’s orientation to parenting children vs. teenagers. Children listen. They mind. They respect their elders. Teenagers do none of these things. Borrowing from Dr. Bujak, Jeff suggested that typical physician behavior is reflected in the Peter Faulk’s TV character, Columbo. The disheveled-looking LA homicide detective is consistently underestimated by his suspects. But, his intellect, insights, experience and powers of perception always give him the upper hand in the end. Physicians are pattern-seekers. They readily recognize relationships between a set of circumstances and the outcome of those circumstances. Physicians have very keen skills of observation. They see things others miss and compartmentalize observations for retrieval. Physicians form bonds in the trenches, in the heat of battles shared with small groups of colleagues. The common thread is trust. The trust of a physician is often hard to come by, but once earned, there are few more valuable commodities on earth.

HEALTHCARE REFORM WEBINAR: 5/21 AT 1PM EST

If healthcare's "shifting value proposition" has you wondering, "What lies ahead?", then you're like most healthcare marketers today. As healthcare organizations develop new systems of care to improve health at a lower cost, the marketer's role is being reevaluated. Healthcare marketers are being challenged to think + perform at new levels to prove their value + ensure their place at the strategy table. In this 30-minute FREE webinar, Ten Adams considers these challenges — and how healthcare marketers can emerge stronger than before during healthcare reform. FEATURED SPEAKER: Scott Mosley Vice President of Strategy Ten Adams Scott has over 25 years of experience in healthcare marketing, having served as Vice President of Planning, Marketing and Communications with two major health systems before leading client strategy development at Ten Adams. In his current role, he provides strategic marketing counsel to healthcare clients, applying his experience, judgment and intuitive sense of the industry in helping Ten Adams deliver smart solutions tailored to the specific objectives of its clients. Don't miss this opportunity to discover how healthcare's changing landscape presents new challenges + opportunities for marketing leaders. Hold your spot today! Space is limited.

The Pitch for the 2013 Addy Awards

Ten Adams had the opportunity to see how our work stacked up against the competition last Friday night at the 2013 American Advertising Federation’s ADDY Awards. This year’s theme involved yet another AMC original television series, The Pitch, offering companies in the Tri-State a chance to compete head-to-head for recognition for their work in advertising. Ten Adams was honored with eleven Addy Awards for hospital advertising campaigns for The Christ Hospital Health Network in Cincinnati, OH, St. Mary’s Health System in Evansville, IN, and Logansport Memorial Hospital in Logansport, IN, as well as self-promotional work. The AAF’s annual Addy Awards recognizes the best and brightest advertising representatives of true creative excellence from media and companies of all types, sizes and locations through the organization’s advertising clubs and districts. Ten Adams was honored with a Judge's Choice award for The Christ Hospital Health Network Campaign. “I chose that campaign because the concept resonated with me personally, which is the first sign of an effective campaign. Hospital marketing is typically an inward expression; you see a lot of marketing that communicates who the hospital is and what they offer. They talk to themselves a great deal. This campaign aimed to buck that trend by bringing the hospital to the community rather than bringing the community to the hospital. The strategy feels genuine and the execution solid. I felt the concept authentically and that emotion is the calling card of quality communication.” - Stefan Mumaw Ten Adams was honored with golds for The Christ Hospital Health Network TV Campaign and for the overall campaign. Two silvers were awarded for self-promotional work - Ten Adams’ Muscle Ad and the Brains AND Beauty promotional video.  One silver was awarded for St. Mary’s Health System – Heart “Choices” TV Spot and another for the Logansport Memorial Hospital Newspaper Campaign – “Well and Good”. As for the bronzes, all were awarded for self-promotional work – the Merry + Bright Campaign and Christmas card and the Ten Adams promotional campaign and Tervis tumbler. [view winners here]  A special thanks goes out to our clients for letting us create outstanding work!

Wellness at Witham

Here’s to health (and wealth) in 2013! One of our special long-term clients — Witham Health Services — made us proud by making a commitment to improving the overall health of their community. To start tackling this goal, Witham is providing monthly health screenings, seminars and events; each month focusing on a different health related topic. And, then, they handed the reins to us — looking to Ten Adams to spread the word + share the wellness love. We came back with a fun branded look to use for any + all wellness-related messages throughout the year. That’s where our “Well Hello” came in. “Well Hello” is a symbol — a signal to consumers to keep their eyes + ears open for a wellness opportunity from Witham. We used Witham’s signature bright colors — healthy, lively + full of energy. Print ads were designed to include a simple monthly header, demonstrating the consistency + frequency of the messaging (and the depth of Witham’s commitment). We also used Witham’s hallmark blue block from their logo to promote “Stay Well” — another visual cue to a Witham wellness message. The wellness messaging kicked off with a simple brand ad that shared Witham’s commitment to keeping the community well, introducing just what it means to get a “Well Hello” from Witham. It was quickly followed up by the first screening event ad for January followed by February. We’re moving into March + April’s messaging, ready to start bringing this feel-good initiative to life!

Ring in the New Year — Ten Adams Style

While most New Year’s resolutions revolve around diets and exercise, Ten Adams has kept its goals for the upcoming year on the less conventional side. And to shake things up even more, the creative team here at Ten Adams has been hustling and bustling to put together a fun video showcasing these goals.     Ten Adams has also made a resolution to help those in need. So, this holiday season, Ten Adams is taking a moment to recognize our blessings and support an initiative that has been near and dear to the hearts of the Ten Adams family — Lifesong for Orphans' — Both Hands initiative. This initiative helps families adopting orphans internationally with the incredible expense of the adoption process — while, simultaneously, serving widows through home improvement projects. With over 163 million orphans in the world today, we encourage everyone to donate to this cause, helping to put children back into families and on the road to success and recovery. To contribute to Both Hands Foundation, please visit www.bothhandsfoundation.org. We wish everyone a wonderful holiday season and all the best in 2013!