Archive for the ‘Uncategorized’ Category
Tuesday, October 25th, 2011
The topic of the 8th annual Connected Health Symposium was timely: Driving Quality Up and Costs Down: New Technologies for an Era of Accountability. Nevertheless, what made it a great conference were the fresh perspectives it brought to the fore.
Measurement, analysis, and communication are imperative
Brent James, the Chief Quality Officer at Intermountain Health Care, set the stage by describing how he and his employer, Intermountain, have succeeded in simultaneously improving health care quality and decreasing costs. He credits this achievement to the incorporation of baseline protocols into the clinical workflow, followed by continuous improvement.
Tags: business of health care, Connected Health, health care, health care costs, health care quality, healthcare
Posted in Uncategorized | No Comments »
Thursday, June 16th, 2011
By Barbara Bix, BB Marketing Plus
The Massachusetts Health Data Consortium’s spring workshop on Analytics, Data and Accountability centered on how data and analytics must change as the U.S. health care system moves from paying for volume to paying for value. Nevertheless, the ultimate message may have been, that as always, it takes people, process, and data to effect dramatic change.
Clearly, the devil will be in the details of the integration of these three elements. The conference was rich with case studies of what works and warnings about where the challenges lie.
Employers seek health care value vs. volume
Tags: accountability, All Payer Claims Database, Allan Gorrolla, Alternative Quality Contract, analytics, continuum of care, Dana Gelb Safran, Dartmouth Institute, data, health care marketing consultant, health care reform, health care technology, healthcare reform, healthcare technology, John Donlan, pay for performance, pay for value, Prometheus pilot, Steward, variation in health care practice, whole patient
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Thursday, April 21st, 2011
By Barbara Bix
Shortly after I got up this morning, I strolled over to Marketing Over Coffee for a quick shot before heading off to work and found this great article, entitled How to restore the faded luster to marketing by Rich Guha. In my opinion, it’s a “must read” for anyone looking to build a business or aiming to build a career in marketing.
It’s about the big picture
Referencing management heroes such as Peter Drucker and Ted Leavitt, the article discusses what companies have lost as marketing becomes more specialized. Guha advises marketers that wish to add significant value to the business to:
Tags: 6 Ps, behavior, branding, buyer personae, click stream, customer, customer needs, Drucker, Leavitt, market intelligence, market value, Marketing, Marketing Over Coffee, marketing research, marketing specialization, priorities, strategy, tactics, value of marketing, value proposition, voice of the customer
Posted in Framework, How to, Internet marketing, market intelligence, Marketing communications programs, Marketing strategy, Pricing, Uncategorized, value propositions | No Comments »
Monday, April 18th, 2011
By Barbara Bix
Last week, two colleagues called my attention to Google Profiles–which now links to all your online activity. The first showed me his new and improved profile. The second stumbled upon it as he was researching a company we were discussing–and his search also displayed comments from one of his colleagues about the company.
The hub for all your professional and personal information
Google Profiles now encourages you to enter information about yourself: your employment, your education, your interests, your relationship, places you’ve lived, your gender, and your contact information. It also allows you to link to other websites of interest including your social media profiles and publications.
Tags: google profile, google profiles, social media profiles
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Monday, March 14th, 2011
By Barbara Bix
I have a friend with a son who is a sophomore in high school. This morning, she told me that she can’t believe how many money colleges waste precious funds on expensive direct mail communications. She described the quality of the paper, the outsized packaging, and the heft of the packages they’ve been receiving–all of which she tosses in the waste bin.
Direct marketing mail campaigns are often cost-effective
This is a preview of
Good lead generation campaigns are much more than a shot in the dark
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Read the full post (872 words, 4 images, estimated 3:29 mins reading time)
Tags: call to action, campaign, direct mail, direct marketing, lead generation, marketing communication, marketing message, target audience, timing, value proposition
Posted in How to, Marketing strategy, Uncategorized, value propositions | 4 Comments »
Thursday, January 20th, 2011
One of the greatest challenges companies have today is capturing prospects’ attention. In a world where everyone is overwhelmed with information, only the most relevant messages get through.
For that reason, I advise my clients to get as much information as they can about prospects’ and customers’ priorities–and then develop marketing messages that address those priorities. Nevertheless, I left out one important tip.
Here’s the tip: look to your customer service department for help. Earlier this month, I learned this lesson by direct example.
Speak to prospects’ priorities
Tags: brand, content, customer service, marketing messages, priorities, relevant, tip, value
Posted in Marketing communications programs, Uncategorized, value propositions | 5 Comments »
Tuesday, January 11th, 2011
In previous posts, I presented the do-it-yourself guide for creating value propositions in 3 steps and provided examples of how to apply it to develop a green value proposition and a value proposition for a professional services provider. This post provides an example of how to apply the formula to developing a value proposition for health care prospects. It also provides another tip for creating compelling value propositions.
Software value proposition for health care providers
Here’s the value proposition:
This is a preview of
Software value proposition for prospective health care customers
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Read the full post (509 words, 3 images, estimated 2:02 mins reading time)
Tags: EHR, electronic health record, health care software, meaningful use, medical records, patient data, quality of care, value proposition
Posted in health care, Uncategorized, value propositions | 1 Comment »
Friday, December 31st, 2010
Recently, I lost my crystal ball. So, I won’t be adding to the posts about predictions for the new year. Instead, I took a look backward to see whether previous year end posts still apply. I think they do.
Learn from the past, capitalize on success
At the end of 2008, in Shorten the sales cycle next year: Year end marketing planning, I advocated taking stock of what worked and what didn’t—so that you can capitalize on your successes and avoid repeating what turned out to be mistakes. In particular, I suggested focusing on buyers’ perceptions in four areas: the desirability of the solutions, the reputation of the vendor, the effectiveness of the communications, and the responsiveness of the individuals leading the sales or business development effort.
Tags: buyer personas, buyers' perceptions, buying process, customer development, customer insights, customer research, demand generation, lead gen, market planning, online communities, sales cycle, sales enablement, web analytics
Posted in Internet marketing, market intelligence, Marketing communications programs, Marketing strategy, social media, social media marketing, Uncategorized, value propositions | No Comments »
Thursday, December 23rd, 2010
Yesterday’s Journal of Participatory Medicine published an article entitled Evidence that Engagement Does Make A Difference. The study found that “patients’ decisions not to have the operation were associated with lack of confidence in the accuracy of the diagnosis, poor communication with their doctors and fear that the operation would erode their quality of life”.
Evidence shows that patients often forego treatment that could save their lives
This is a preview of
Can B2B marketing strategies for the complex sale help improve health outcomes?
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Read the full post (458 words, 2 images, estimated 1:50 mins reading time)
Tags: B2B marketing, behavior, communication, complex sale, credible, engagement, evidence, health care, health outcomes, healthcare behavior, patient behavior, powerful
Posted in health care, How to, Uncategorized | 1 Comment »
Friday, December 3rd, 2010
Today, everyone is all a-twitter about the importance of being relevant. As they should be.
According to Marketo’s Andrew Spoeth, the average B2B buyer receives 20+ campaign touches per week. What this means is that prospects will only pay attention to that information they deem highly relevant to their situations.
Know prospects’ priorities
If we want to capture prospects’ attention, engage their interest, and ultimately win their business we need to speak directly to our prospects’ highest priorities. What that means is that we need a way of determining what these highest priorities are.
This is a preview of
Wondering what content your prospects find most relevant? Ask them.
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Read the full post (396 words, 4 images, estimated 1:35 mins reading time)
Tags: buying process, customer feedback, qualified prospect priorities, relevant content, win loss
Posted in market intelligence, Marketing strategy, Uncategorized | No Comments »
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