http://www.endeavormgmt.com
August 11, 2015 Bill Nash

Healthcare Marketing Strategy

Healthcare Marketing Strategy

Healthcare Marketing Strategy

Gelb has the experience to guide your strategic marketing efforts with well-executed marketing research and proven methods to design winning strategies.

We utilize advanced research methods to ensure that your brand and product/services are resonant with your target markets.

Our research, strategy and measurement practices are utilized by leading healthcare organizations because of our ability to translate strategy into action.

Whether it’s launching a new service, strengthen your brand, or monitoring success in real-time, Gelb has the capabilities to get your organization to the next level:

      • Insight driven strategy development – the Voice of the Customer is key to our work
      • Organized processes to engage key stakeholders to translate insights into action
      • Proven approaches to address complex situations in commercialization and brand management
      • Ability to track results over time to ensure the strategy is achieving the proper results
 

Market Segmentation - The Foundation of Marketing Strategy

Market Segmentation strives to identify groups of customers who share commonalities yet whose characteristics are distinguishable from other customer groups.  In this white paper, we outline the various B2C and B2B criteria and statistical procedures to identify those customer groups who matter most.



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Healthcare Growth PlayBook Template

Often times, healthcare marketing departments find themselves between the proverbial rock and a
hard place when it comes to developing a strategic marketing plan and bringing it to fruition. While
the desire to design a well‐thought out strategic marketing plan exists, resource and time
constraints curtail healthcare marketers from putting their efforts in the strategic framework needed to guide them in carrying out their plans thereby ensuring success.

This white paper provides a template for healthcare strategic marketing planning, with an aim toward clinical service line growth.



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Growing Strategically with Growth PlayBook

Absence of a strategic marketing plan does not equate to failure, but practically guarantees problems, missteps and duplicate work. Our Growth PlayBook framework was developed based on best practices, but with specific industry needs in mind.



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Call Center Experience Management

Patients Are Calling…Are you Answering?
Using Data-Driven Practices to Increase Intake
There are many missed opportunities for revenue retention in today’s healthcare call centers. Would you like to increase your captured revenue? We highlight a $25M case study.


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Digital Insights & Dashboards Fact Sheet

Real-time information and the ability to disseminate such to multiple stakeholders has become an
expectation in today’s healthcare environment.
From communications to feedback systems, organizations AND your customers expect a new level of sophistication. Ideally, these insights are aggregated to demonstrate marketing and operational performance against financial goals.
We have customized a series of systems for our healthcare clients to help them transform data into actionable
insights.


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Moving at the Speed of Social

Gelb Consulting presents 6 ways for healthcare marketers to take advantage of social media for revenue growth.



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Marketing Role in CRM - Nurturing Leads Along the Path to Care

Whether you are involved in marketing service lines, elective procedures or your brand- the ability to capture leads and manage their experience is essential to building the pipeline and meeting demand generation goals.​



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Brand Architecture - The Brand Management Blueprint

Brand architecture aligns with how customers make buying decisions, so this is a strategic imperative for marketers.

As organizations grow, branding gets complicated. New product lines, services, regions and locations can create a mess without a clear strategy. It is easy to fall into a trap of spreading a brand too thin or having too many brands that confuse customers.

For this reason, it becomes necessary to have a strategy for how multiple brands – whether products, services or internal departments – relate to one another. This strategic discipline is called brand architecture.

In this white paper, Gelb Consulting provides a brand architecture overview, steps for creating proper
brand architecture, and principles for long-term success.



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Advertising Testing Techniques

Advertisements can be pretested at several points in the creative development process. This Gelb Consulting report examines some of the common methods used in pretesting research.



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Step by Step Physician Marketing

A step-by-step guide for healthcare organizations with building a regional, national and global physician experience.  Presented with MD Anderson Cancer Center at NACCDO/PAN.



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Growth PlayBook

Companies often find themselves in difficult positions when it comes to developing a strategic growth plan. This is because strategic requires trade-offs. While the desire to executive a well-designed plan may exist, resource and time constraints curtail companies’ efforts to achieve business value.

This white paper outlines the our Growth PlayBook, which outlines an objective approach to aligning efforts with market needs.



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Conversations Everywhere...Are You Listening?

Top performing healthcare systems recognize that patient advocacy stems from their experience, delivered through a variety of touchpoints. But what are the tools used to properly tap into how patients express their needs and experiences? In this webinar, we will explore a variety of tools used to engage patients, their families and physicians to design an exceptional experience to transform them into advocates.



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Leveraging Social Media in Healthcare

Hospitals and healthcare systems struggle with how to leverage social media for real return on investment.
In many healthcare organizations today, ownership of social media is dispersed across multiple departments, each focused on specific tactics in support of their program goals. This presentation outlines how best to align efforts through the marketing department.



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Launching a New Women's Service Line

Working with Texas Children’s Hospital, we used experience mapping and other experience management principles to jointly develop the new Pavilion for Women.  This was presented at the Children’s Hospital Association.



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Healthcare Growth Playbook - Including a Strategic Marketing Planning Template

Absence of a strategic marketing plan practically guarantees problems, missteps and duplicate work. Our framework that is described in this paper was developed based on best practices, but with specific healthcare industry needs in mind.

Our ultimate goal is to provide healthcare clients with a customized framework and tools to repeat the strategic marketing planning process on their own for subsequent initiatives. In this paper we describe our customized framework, called a Growth Playbook.

 



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Marketing Research Fact Sheet - Healthcare

Gelb Consulting’s depth and breadth in healthcare marketing research is extensive.

Included in this fact sheet are some highlights of our capabilities.

 



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Message Mapping: Creating a Communications Roadmap

A message map has the unique advantage of visually representing your key messages in a concise format. Thus, it can be used quickly and is easily understood to create alignment and put effectively into use. It becomes a template for advertising, website copy, and conversations. And message mapping can be used for all types of audiences.

Message maps can also be created for specific circumstances, such as communication during a crisis or organizational change. Message maps are effective for these purposes, but are also fundamental for everyday situations, such as answering common questions, setting expectations, or clearly communicating differentiation and managing expectations.

In this paper, we review the process of message mapping and tips for implementation.

 

 



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The Adoption of Palliative Care: The Engineering of Organizational Change

The goal of this white paper is to offer a framework for  implementing palliative care in healthcare organizations, as well as some practical tools that might be used to make such an implementation possible in relatively short period of time for other complex services.



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Growing By Interacting for Web Site Design

The ways your healthcare system Web site can create value may vary depending on the patient type. Having meaningful, action-oriented conversations with Web site users about their online experience is critical for successful development. Through Blitz User Testing, Duke University Health System organized their web development strategy around the most meaningful points of impact, helping them grow smarter.  This article was originally published by Marketing Health Services.

 



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Emergency Department Experience Mapping

Quality care and medical outcomes are important in all healthcare settings – but what constitutes an exceptional patient experience in an Emergency Department? Does your Emergency Department drive patients to other parts of your organization and encourage them to recommend you to others? One way to find out is through a comprehensive research process called Experience Mapping, which has proven to be particularly insightful with Emergency Departments. In this paper, we review the Experience Mapping process, explain how it can be used to help you assess and improve your ED, and provide tips for ED best practices.



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Getting More from Measurement

Today, more than ever, marketing executives are being held accountable for driving growth, consumer loyalty, and better business performance. By measuring the direct impact of marketing communications activities, MD Anderson’s marketing team is able to demonstrate how its marketing expenditures are impacting patient decision-making and provide a business case for further investment.

In this paper, we will explore how MD Anderson’s unique strategic objectives drive marketing tactics. For each objective, we will explain how marketing tactics are measured, and how other organizations can apply similar strategies to measure and optimize performance.

 

 



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Healthcare Strategic Marketing Planning

A presentation delivered at the ASHM&PR annual conference in 2012, this reviews the basics of strategic marketing planning and provides tools for the planning process.



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Using the Voice of the Customer to Inform Healthcare Marketing Efforts

This is a presentation developed in conjunction with MD Anderson Cancer Center that was delivered at SHSMD’s annual conference in 2011.  Using a case study, we explain how to use experience mapping to capture the voice of the customer, followed by taking action on the results and translating such into marketing efforts.



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Marketing in the Era of Health Reform

Gelb Consulting conducted a benchmarking survey of academic medical center marketing and communications executives to assess the state of organizational readiness for health reform. The findings suggest that there is still an opportunity for marketing executives to play more of a leadership role in shaping strategy in a post-reform era. The current barriers to formulating winning strategies include pause from marketers in an era of uncertainty, a higher level of attention paid by C-level leaders to the current economic challenges than longer-term health reform, and the changing legislative environment. Despite these barriers, best-practice organizations are using scenario planning (i.e., defining likely future states and developing several plans to address each) to prepare for the coming changes.



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Foundation Repair: Strengthening a Heritage Brand

Presented at the Children’s Hospital Association Annual Conference in 2104. Features a case study from Texas Children’s Hospital on the topic of aligning and refining their brand to reflect their current system.



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Sustainable Brand Building: A Multi-System Case Study

This presentation features a case study of Froedtert Health on the topic of sustainable brand building.  Through multiple mergers and continued evolution, executives were able to evaluate the strengths of individuals brands to drive brand strategy.



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Beyond the Box - Disrupting the Strategic Thinking Process

It may seem difficult to get past the proverbial box that looms large in strategic processes. The dozen approaches that have been applied to strategic thinking sessions have de facto become their own boxes, due to their frequent deployment over the past decades. To think truly differently, individuals have to take their minds to different vantage points. From there, management can start to evaluate their businesses in a way that is simply impossible within normal business contexts.

To escape the traditional box, an organization must learn how to access the “right brain” of as many people as it can within the group, thereby disrupting the typical thought processes residing within the organization. The result? Innovative, creative outcomes and unexpected discoveries arise when employees tap a part of their brains not often used to solve problems.

 



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10 Must Know Techniques for Referring Physician Relationship Management

Gelb Consulting’s Shannon Frazier introduces 10 Must Know techniques for managing physician relations in today’s digital world.  This presentation includes 4 techniques to help you increase physician engagement, 3 ideas for enhancing strategic planning and 3 tips on demonstrating program effectiveness.



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Healthcare Marketing Research Made Easy

We outline several quick and inexpensive techniques to capture the voice of the customer for healthcare market research.



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Experience Mapping and Operations

Want to know how to connect voice of the customer and experience mapping research with operations. This presentation, showcased at the 2012 NACCDO PAN conference, will tell you how.



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Using Market Research to Measure Campaign Effectiveness - Forum for Healthcare Strategists

Presented at the Forum for Healthcare Strategists, this presentation covers how to use market research to measure campaign effectiveness. We focus on the role of marketing, demonstrating marketing’s value, success and getting started. This presentation was created and presented along with MD Anderson Cancer Center, and includes their experiences and examples.



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Patient Experience: The Key to Marketing Effectiveness

In the era of health reform and ongoing financial challenges, marketing teams face increased demands to demonstrate results from their expenditures. Though the debate continues as to the validity of different evaluation models, the method used by Houston-based MD Anderson Cancer Center for justifying its annual advertising budget and spend seems to be working. More than simple revenue calculations, success appears to lie in linking the actual patient experience into the marketing equation.

At each step of the patient journey, the goal of marketing is to play a continuing role in influencing attitudes and behaviors. From setting expectations with health care consumers to reinforcing communications with former patients, the marketing professionals at MD Anderson strive to demonstrate the impact of their marketing communications investments.

MD Anderson and other academic medical centers such as Barnes-Jewish Hospital and University of Michigan Health System have used this approach to uncover messaging, develop authentic patient testimonials, align communications to manage expectations and drive operational improvements.

 



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Managing Social Media for Real Business Impact

Managing this high volume channel can create significant business impact but requires a clear vision far enough into the future to keep pace with an ever-changing medium.  This presentation was delivered to the Healthcare Financial Management Association in 2013.



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Conjoint Analysis Application in Healthcare

Given the complex nature of the healthcare industry and the challenges brought by healthcare reform, marketers in the healthcare industry need to better understand patients, physicians and other stakeholders to ensure that healthcare providers offer services that meet the needs of all.

When launching new services or initiatives to improve existing services, marketers are called on to find out how different stakeholders would respond to different service attributes such as cost, brand, service feature, deliverables, etc. Marketers could conduct surveys which ask respondents to rate all the service attributes, but this would often lead to data that indicates that all attributes are important. Moreover, respondents often make decisions in a way that they don’t even realize.

Conjoint analysis is a widely-used and reliable multivariate technique that can be a very useful tool to obtain this type of information. By directing respondents to make trade-offs in simulated market scenarios, conjoint analysis helps to gain insight to stakeholders’ preferences. In this paper, we review how a conjoint design works and the value for your organization.

 



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Constructing a Better Brand

Successful branding efforts have one thing in common: They are transformed from a short-term project into a long-term discipline. Successful healthcare organizations are looking beyond an annual plan or initiative; rather, they are establishing a different way of thinking about the organization and demonstrating marketing’s role in fueling growth.

Like building a new home, early actions in building buy-in, educations and communicating successes will make or break the entire effort. Choices about participants, scope and communication about the purpose and progress of the process dictate whether brand management becomes a source of alignment or a symbol of failure. Therefore, we have outlined key questions to ask when embarking on any permanent change.

 

 



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Creating an Ideal Digital Experience

How do healthcare marketers engage customers and their community?  This presentation outlines 5 specific tactics to use to engage customers to ensure an exceptional customer experience.



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Managing Hospital Rankings - What Marketing Leaders Need to Know

This paper is intended to arm the marketing executive with a perspective on how to review common rankings systems to develop appropriate plans with senior executives. We have organized this into sections regarding the strategic issues on rankings, provided a cheat sheet regarding some popular ranking systems, and a checklist.

This paper does not dissect the actual methodologies. While we’ve performed this type of work for select clients, not only is our analysis proprietary, but so are the methodologies employed by the national organizations which promote their rankings.

 



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Marketing360 Demo




Gelb’s Marketing360 Dashboard provides real-time insights to associate marketing efforts with revenue and other strategic objectives. Marketing360 can integrate yours and external data sources. These data can include profile and activity data from CRM systems, PR data, website analytics, social media monitoring results, and revenue outcomes by service area and/or product.



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Patient360 Demo




Identify and address service issues in real time with Gelb’s Patient360 experience dashboard. Our dashboard collects responses at critical touchpoints to identify at-risk issues in real-time. Patient360 will also distribute alerts to those empowered to resolve issues, creating loyal customers.

In addition, we integrate other experience related data such as volume, service area and satisfaction statistics to trend results over time and provide a complete picture of your patient experience.



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Physician360 Demo




Physicians represent a major influence and source for clinical volume. However, most systems today lack integrated reporting capability to address service, loyalty, and segmentation issues.

Gelb’s Physician360 dashboard addresses this need by providing a cloud-based tool which integrates disparate data sources into a common, filterable view. Our dashboard also collects responses at critical touchpoints to identify at-risk issues in real-time. Patient360 will also distribute alerts to those empowered to resolve issues, creating loyal customers.



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5 Tips for Refreshing your Marketing Plans

A series of 5 quick thought starters for marketing leaders to refresh marketing plans. This was presented at Gelb’s sponsored lunch at NCI Public Affairs Network.



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Empowering the True Healthcare Decision Makers – Women

We share several critical data in this presentation to make the case that women have now transformed the healthcare decision making landscape – they are not just family decision makers, but influencers of broader communities. Here’s what healthcare marketers need to know.



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Healthcare Contact Centers - Adapting Best Practices to Patient Access

The contact center is a critical step in the ideal experience for patients and physicians. In this brief presentation, Gelb will illustrate best practices in contact centers created by national leaders in healthcare. We will examine the differences between functional needs (what must be done) and emotional needs (how patients and physicians feel about your contact center). How does your contact center rate on the 9 Dimensions of call center strategy? Does your contact center engage and enchant callers?



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Physician Outreach Strategy

Physicians are the lifeblood to grow profitable revenue.  While it’s true that direct to consumer marketing efforts have an impact on your bottom line, the majority of revenue is generated by your connected physicians.  Given such, we’ve created a proven process to ensure that the medical professional audience is embraced and their experience managed.

Physician experience management requires a concerted effort to understand functional and emotional needs.  In addition, monitoring that experience with real-time tools and PRM is the bellwether that separates the best practice organizations from others.

 

 



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Access Strategy for Healthcare

Capture the results of your marketing and outreach efforts by focusing on access strategy.  We impart best practices from healthcare and other industries to ensure your teams understand what’s possible and a road-map to get there.

Once there’s a commitment through action, it’s imperative for healthcare systems to respect and manage such.  This is the basis for our access strategy approach.  Through research, strategy and dashboards, we are able to support your efforts to convert inquirers into patients.  We have adapted best practices from other industries to develop a key set of benchmarks for healthcare.  In addition, we can ensure that your teams can identify “at-risk” relationships through our dashboards.

 

 



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Optimize Your Marketing Efforts

Wondering whether it’s PR, Marketing or Web is driving results?  Best practice organizations are reviewing real-time data feeds to determine the impact of media (earned, paid, and owned) as well as the messages communicated through each.  Our Marketing360 Dashboard helps you assess the differences in channels and continually monitor your effectiveness to better optimize your efforts across multiple touchpoints.

Understand how best to optimize your marketing, communications and PR efforts.  Our dashboard will integrate disparate sources to ensure you have the data to connect the dots.



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Marketing Mix Modeling

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

This popular marketing quote, attributed to advertising pioneer John Wanamaker, represents a common challenge among marketing professionals. Fortunately, marketing mix modeling is an excellent way of deciphering the impact of multiple marketing elements at once in a real-world environment.

Marketing mix modeling uses advanced statistics to quantify the impact of each marketing element on KPIs.  Results can be compared with spending to determine ROI, and future marketing spend can be used with model results to develop sales forecasts. In this white paper, we review critical steps and best practices for assembling an effective marketing mix model.



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Webinar: What Physicians Want in 2017



Understand what referring physicians want to improve the referring physician experience.

In this webinar, we share key insights regarding physician attitudes and key tools to use to better understand the functional and emotional needs of your referrers.



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Physician Leadership - How Physicians Can Learn to Lead the Rapidly Changing Healthcare Industry

Physician leadership is of great need.  The health care industry is an ever-changing landscape and, now more than ever, physicians are its leaders. One recent change, which many have perceived as a threat, is the Affordable Care Act (ACA).

This means physicians must develop the specific leadership skills that enable them to inspire followers, especially in the face of change. To embrace change means to look beyond “the way we’ve always done things.” Instead, leaders must facilitate relationships that encourage confidence and build competence; they must value and encourage learning and process improvement while recognizing contributions in meaningful and creative ways. These skills are often the difference between success and failure in the face of change — and they’re what set great leaders apart.

To learn more about the specific skills and programs to empower physician leaders, please read the article on Texas CEO Magazine.

For more information about our leadership development capabilities in healthcare, please contact us.



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5 Tips for Refreshing Your Strategic Marketing Plan

Time for a New Mix?

Gelb’s Top 5 Tips for Refreshing Your Strategic Marketing Plan & Finding Your Perfect Marketing Mix



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Why our Website Redesign Worked: Avoiding Disaster and Building Alignment



Does your cancer center website really meet the needs of its users?

Websites serve as the windows to our organizational souls, yet remain one of the biggest opportunities for improvement. Digital experiences often reflect silos within our health care systems, orchestrated around us instead of our users’ needs.

Speakers:
Nicole Coy, Practice Leader, Customer Experience, from Gelb Consulting
Erin McElwain, Senior Manager, Market Development at the University of Kentucky Markey Cancer Center

Through this webinar, Nicole and Erin review:

  • How to incorporate VOC into your website redesign (Don’t redesign in the dark!)
  • Tools to determine why and when customers use the website throughout their experience
  • Maximizing the impact that marketing can make to the digital experience
  • Building an action plan to translate insights into action


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