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.

The Power of Believing

by Scott Mosley I recently had the privilege of accompanying Jon Headlee to the 4th Annual Becker’s Hospital Review Meeting in Chicago. I got to see a few old friends and left the three-day meeting with some strong impressions reinforced. I was reminded that Lou Holtz is every bit as entertaining of a speaker as he was when I had occasion to hear him during our mutual time in Arkansas. His Friday morning keynote message was simple and on-point. Attitude trumps talent in the game of life. Holtz – a master of motivation – should know. In his address, Holtz mentioned the 1978 Orange Bowl at which the Arkansas Razorbacks entered as overwhelming underdogs to the #2 ranked Oklahoma Sooners, coached by Barry Switzer – a Crossett, Arkansas boy. As an Arkansas native, myself, I remember the game well. The Sooners had a national title in their grasp and were 24-point favorites since just prior to the game Holtz had to suspend three star players for team rule violations. Among them was Ben Cowins, the Razorback’s much-heralded star running back. Arkansas was given little chance of victory. Although the suspended players and fans protested, Holtz refused to back down and the suspensions stood. The #1 Texas Longhorns had lost earlier on New Year’s Day, and everyone knew for certain that Oklahoma would leave the game as national champions. Everyone but Holtz, that is, and a second string running back by the name of Roland Sales. Sales was handed the unenviable and overwhelming assignment of filling in for the suspended Cowins. Well, the outcome is history. Roland Sales caught four passes for 52 yards and two touchdowns and carried the ball 22 times for 205 yards, more than half his total for the entire preceding season. His performance set an Orange Bowl record that stood for 20 years until Ahman Green carried for 206 yards in 1998. Under Holtz’ leadership, Arkansas defeated Oklahoma 31-6 in one of the best ballgames I’ve ever seen. Arkansas finished #3 that year, behind Notre Dame and Alabama. But, I don’t think Holtz saw it that way. Arkansas outplayed Oklahoma in one of the most unlikely exhibitions of attitude and spirit I ever hope to see. Yes, it’s only football. But I think it’s impossible not to draw some parallels. It’s good for us to be reminded of the true power in leadership, teamwork and motivation. Holtz would call it the “power of believing.” Whatever you call it, it’s a vital ingredient in healthcare’s recipe for success. To view the Keynote presentation Winning Every Day: A Game Plan For Success by Coach Lou Holtz, click here.

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.

Ten Adams Family Fun Day

Making time for family + friends plays a huge role in anyone’s happiness, but as we all know, striking the balance between work + play can be extra challenging in the modern day workplace. So, Ten Adams decided to host an event — a family fun day — to help us all relax + have some fun together. As you might imagine, children of all ages were involved. So we were faced with the task of entertaining both for the young + young-at-heart. And, we were lucky enough to discover that the Koch Family Children’s Museum of Evansville (cMoe) was just the fit for that! cMoe offers galleries + dynamic exhibits, all designed to spark the curious minds + imaginations of children and their families. With its colorful + unique interior, it offered Ten Adams the perfect backdrop for our Family Fun Day event. The event was a great success, with many fun-filled + action-packed events for all to enjoy. For the youngest, we had coloring, crafts + games. And if that didn’t do the trick, then chasing one another around the large camp room did. The activities were a huge hit, providing plenty of amusement while a corn hole tournament and brain toss kept everyone else entertained. After all of the fun, we were able to roam the museum + explore the exhibits with our families. Ten Adams saw this event as an opportunity to unify not just those who make up the Ten Adams family, but also our support team at home, because we know, our best work starts there. How does your company encourage a work/life balance?

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!