Hospital Patient Satisfaction - A Short Story

In the world of hospitals, it is well documented that superior patient satisfaction leads to higher quality scores, a better market position, and greater revenues.

Much of the same research also tells us that the single biggest driver of patient satisfaction is employee engagement.

Despite all of this compelling research, far too many many hospitals continue to believe that patient satisfaction can be influenced by consumer advertising -- billboards, newspaper ads, radio, etc.

So here's a story -- one that I swear is 100% true.

It starts with the unfortunate fact that my wife is currently undergoing treatment for leukemia at Memorial Sloan-Kettering Cancer Center in Manhattan. We've entrusted her care here since the beginning of October, and we've found the people who work here, from top to bottom, are beyond compare.

So here's the story: About 2 months ago, I was at Sloan with Lyn. I went to get a cup of coffee, but the coffee machine was being serviced by two people -- one training the other. As I approached, I overheard the trainer emphatically​ saying to the trainee, "The way we do things here at Sloan is simple. Everyone you deal with -- everyone -- is to be treated like they are a member of YOUR family."

I think that speaks volumes about this place.

I have now blogged that story twice, and told just about anyone who would listen -- no doubt many are telling their friends as well. Oh, and the hospital didn't need to spend $10,000 on a billboard to get that kind of good will, did it?

What does YOUR hospital do to foster a similar culture among its employees?

Minnesota Newspaper Sorts Through Nurses' Strike -- and Gets it Right

The hospital industry has been abuzz over the past several weeks, over the prospect of 12,000 nurses at 14 Minnesota hospitals striking over a variety of issues. The brief, but acrimonious strike that took place last week was punctuated by leaders of the nurses union accusing the hospitals of pressing for procedures and work rules that would lead to unsafe patient care.

Shockingly, in the end, it seems it was all about money.

An editorial published in the Pioneer Press of St. Paul hit the nail on the head. Its title: Nurses Care. So Do Hospital Bosses.

In the editorial, the paper took the nurses to task for their cynical (and apparently transparent) approach to gaining public and union support:

By relying on an argument that demonized hospital managers and attempted to raise panic about pervasive mortal danger in Twin Cities hospitals, the nurses union undermined its own credibility and the cause of intelligent discourse.

The paper went on to state: Arguing that hospital managers and the citizen boards who direct them care only about money and not at all about patients or employees is...outrageous.

More and more hospitals will be faced with labor issues -- not only among nurses, but also among support workers and technicians -- as healthcare dollars continue to get tighter and tighter. Moving forward, let's hope that these disputes can be resolved by reasonable people undertaking a discussion that centers around the best and most effective utilization of available resources, and not on a cynical attempt to demonize the opposition.

Because hospital bosses care, too.

Tacky? Or superior marketing thought?

If you've just awoken from a long Rip Van Winkle-like sleep, you may not know that the World Cup is taking place this fortnight in South Africa. Companies from around the globe pay millions of dollars to get their name associated with this largest and most watched sporting event on the planet.

But what if you don't have the resources (or inclination) to spend that kind or money? Or what if one of your competitors already forked over the cash to claim a coveted category-exclusive sponsorship?

Perhaps there IS another way to get some notice. Dutch beer brand Bavaria sure found a way, and it is getting noticed in the media all over the world.

Is this a criminal enterprise, or merely the case of "David" once again finding a way to slay "Goliath?" Take a look and you be the judge.

In the meantime, here's a photo of guerrilla marketing in action:

If You Run a Hospital, You Need Better Employee Engagement

The 2010 Hospital Pulse Report: Employee and Nurse Perspectives on American Health Care was recently released by Press Ganey Associates, and it should serve as a wake up call to hospital administrators.

The report, which surveyed the experiences of more than 235,000 employees at nearly 400 U.S. hospitals, tells us that 45% of hospital workers -- almost half! -- consider themselves "distanced from or discontent with their current work."

Even more troubling, those working closest to patient care have the lowest partnership scores. In other words, these employees are the least likely to feel satisfied and engaged with their organization.

Wow.

The report goes on to tell us that, not surprisingly, there is a strong correlation between patient satisfaction and employee partnership.

Now let's complete the circle: If employees are not engaged and satisfied, patient satisfaction suffers. And we all know that low patient satisfaction equals declining admissions, erosion of brand equity, and loss of market share.

Times are tough. Money is not easily or readily available for things that are not considered "essential" at hospitals. But the fact remains that hospital leaders need to look to employee engagement and satisfaction as a primary driver of patient satisfaction and perception of quality care.

Those hospitals that provide the best environment for employees will reap the reward of better patient care -- and increased revenues.

Follow the Money

To paraphrase the character "Deep Throat" from the Watergate movie All the President's Men: If you want to know the REAL story, you have to follow the money.

So what is the real story these days in advertising? Well, for the first time ever, Outsell, Inc.'s annual advertising and marketing study reveals that U.S. advertisers will spend more this year on digital media than on print. This long-predicted milestone has finally arrived thanks to a 9.6% planned increase in digital advertising in 2010.

Does this signal the end of print as we know it? Hardly. The same study tells us that ad spending for magazines will rise this year by 1.9%, to $9.4 billion.

It does, however, raise the interesting question that, if Madison Avenue believes that the Internet is worthy of these kinds of ad expenditures, shouldn't you, as a marketer, sit up, take notice and make sure your marketing messages are delivered in the environment where the greatest number of eyes will see them?

Hospitals must embrace social media and let ROI take care of itself | Article | Homepage articles

Here's a great article on hospitals' use of social media from Jenn Riggle. She hita a lot of nails firmly on the head in this.

Hospitals must embrace social media and let ROI take care of itself | Article | Homepage articles

Make Sure You Know Where the Emergency Brake Is

Anyone who knows me, or reads this blog, knows that I am a strong proponent of social media as a big part of the overall marketing mix. As part of an effective communications package, every organization needs to use a combination of social media tools to speak directly with their audience.

Although social media is intended to be somewhat unfiltered, some organizations – particularly hospitals – are governed by laws and privacy issues that can preclude an unfiltered stakeholder engagement. For that reason, it is important to craft and vet a social media response protocol prior to engaging in these new, and operationally-different, media tools.

As part of your social media effort, you need to develop a comprehensive social media policy. This policy will provide needed checks and balances for all of your employees and external stakeholders who could potentially contribute content or comment on any of your company-controlled social media properties. It should also provide guidance on moderating comments and input from the general public.

Your goal should not necessarily be to control and manage the message and tone of social media communication with your various publics. Rather, your goal should be to ensure that the dialogue is fair and adheres to standards that you’ve thought through and pre-set for propriety and privacy.