A Texas software developer has announced a special Photoshop filter for merging disparate photos of physicians into one group photo. The new filter, titled “DrClonetastic,” is based on an overwhelming number of requests from health systems around the country, according to FiltersInKilter Software spokesperson Nancy Errbrush.
“Physicians want their photos on everything, yet many refuse to be photographed with their colleagues for one reason or another,” said Errbrush. “DrClonetastic will allow hospital marketers to more easily pull together individual physician photos to produce what looks like a group photo. After all, an image of teamwork is very important to convey in healthcare.” Read the full story »
In a growing trend, hospitals and health systems across the country are increasingly pushing the emerging “Russian-nesting-doll” brand strategy. The opposite of a unified brand strategy – in which one name is used across the entire organization – the Russian-nesting-doll approach calls for using as many brand names as humanly possible.
Take the new Tyler T. Tylerton Center for Knuckle Replacement Surgery in Chicago, IL. The “TTT Center,” as system marketing lead Jonathan Sampson J. Johnson calls it, is part of the Mary Ginger Bone and Joint Institute, which is housed in the Western Southside Chicago Medical Center, which is part of the Prairie Meadows Health System, a wholly-owned subsidiary of PMS Health LLC.
“There are so many advantages to using multiple names, like being able to come up with different logos every time,” says Johnson. “Our docs love designing logos, and this gives them an outlet. It also lets our designers spread their wings and really get creative by coming up with new brochure designs with every campaign. Our marketing plan looks like a kaleidoscope of messages, strategies and tactics. It’s like Christmas every day.”
Johnson said the organization tried a unified branding approach in the early 2000s, but found it too mundane.
“The signage was all the same, we only had one website, even the hospital bills all looked like they came from the same place. Where’s the inspiration in that?” says Johnson. “Our patients love trying to figure out exactly how it all fits together – it’s like a little game, like pocket Scrabble or something.”
Johnson said that while the TTT Center sets a new internal record with a five-level naming derivation, the organization is hoping to go to an unprecedented sixth level by co-branding with a system in the northern suburbs.
“And just wait until we launch our ACO – the possibilities are endless!”
Cosa Nostra University Medical Center has seen a dramatic increase in patient volume since it installed a number of interactive billboards earlier this year.
The first billboard, emblazoned with ‘Text 24347824 to find out our ER Wait Times,’ generated a 40% increase in ER patient volume the first day. “They couldn’t get the ambulances here fast enough,” Chief Marketing Officer Handley McNeil noted. “Within one week, we were the top ER volume in the state. It was amazing, especially since our ER wait times actually went through the roof!”
Emboldened by that success, they launched a follow-up effort titled ‘Picture Yourself at CNUMC.’ This phase of the campaign billboard offered a prize: ‘Tweet a picture of yourself driving by this billboard and you’ll be entered to win $100,000!’ Read the full story »
Here are the top 10 healthcare marketing stories of 2010, as selected by the award-winning staff at the WeeklyProbe.
10. Hospital adopts McDonald’s style dollar menu
In a nod to the growing prevalence of high-deductible health insurance, Wilhelm Hospital announced a new dollar menu for its healthcare services. “Right now there aren’t many services we can offer for a dollar – maybe band-aid application,” said hospital spokesperson John Cash. “But we need to meet the demands of the cost-conscious consumer. We’re looking into ‘frequent customer’ punch card for joint replacement surgery and new programs such as ‘Emergency Room Tuesdays’ as well,” adds Cash. Read the full story »
In an effort to ride the mobile “check-in” wave, Porch Hospital and Clinics has been encouraging patients to use FourSquare, FaceBook and other mobile location applications to “check-in” with every clinical appointment. The hospital hopes to encourage loyalty and repeat visits by rewarding return visitors with discounts, incentives to explore other clinical services, and a ranking feature that recognizes frequent visitors. So for example, Ted Hill, a 65-year-old with chronic heart issues who received an angioplasty last year at Porch Hospital, was recently named the “King of Coronary” following a routine check-up last week. Read the full story »
Many experts have predicted that the new iPad from Apple will radically change the delivery of healthcare. In one of the first examples that the future is here today, technology company Bodily Software has announced iStream, an app for the iPad that takes advantage of the new product’s large touch screen to offer a real-time urinalysis. Read the full story »
