Farmers’ Market Strategies for Cardiovascular Marketers

October 5, 2012

Local farmers just may be the perfect partners for promoting heart-healthy eating.

Those of you who know me personally are aware of my Saturday morning ritual – a class at the gym followed by a trip to my favorite farmers’ market. If I miss a week, I’m genuinely cranky. We talk a lot about farm-fresh food here in our agency. My colleague, Andrea, actually manages a farmers’ market on the weekends. We all get excited when she brings us samples of luscious eggplant and crunchy kale. Some of our other colleagues probably get sick of our constant exchange of recipes and incessant chatter over lunch, cajoling people to try our latest concoction. But, it’s what we do.

And increasingly, it’s what hospitals are doing to promote healthy eating. At the most basic level, hospitals and heart institutes are “sponsoring” fruits and veggies with branded labels. Some are hosting markets on site, encouraging community members and patients to participate. I think it’s a brilliant strategy with a lot of potential.

Apparently others agree. HealthLeaders published an article this week highlighting four ways to maximize a farmers’ market program:

  1. Improve disease management – Saint Anne’s hospital in Fall River, MA, “prescribes” fruits and vegetables to at-risk patients, including heart patients. They can fill a basket for free at the hospital’s weekly farmers’ market. In order to participate, patients also must work with a hospital dietician and visit their doctor each month. Patients’ family members get to participate as well to encourage healthy eating for the entire household.
  2. Conduct on-site health screenings for things like blood pressure, BMI, etc. Ohio’s Parma Hospital hosts screenings at its on-site market, but you could sure do this as a sponsor of a community market too. And it’s a great way to make connections with new patients and to gather information for future communications efforts.
  3. Introduce population health initiatives.  Baptist Hospital – DeSoto in Mississippi hosted a one-off farmers’ market that attracted more than 500 people. They said it built a great sense of community among both patients and farmers. And they have plans to extend the program into a 12-week, larger scale initiative.
  4. Emphasize the importance of healthy eating and give people an easy way to do it. Nutrition education has always been a cornerstone of cardiovascular marketing communications. A farmers’ market is a live laboratory to help people make recommendations come to life. Offering branded recipes and demonstrations are great branding opportunities for your heart program, too. Research says that up to 3/4 of people who shop at farmers’ markets eat more and a greater variety of fruits and vegetables.

If you have pictures of farmers’ market strategies that are working for you, please send them to me. I would love to post them.

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Posted by Julie Robinson

Worst Heart Habits: Great Content for Cardiovascular Marketers

May 9, 2012

Lifestyle choices may account for more than 90 percent of heart attack risk, according to new research. And even small changes can make a big impact.

I saw a great post from Healthline that identifies six of the worst habits for your heart and looks at how to turn them around.

Too much TV

  • People who spend four or more hours per day on screen-based entertainment have double the risk of a cardiac event vs. those who spend two hours or less in front of the tube.
  • The risk of dying prematurely is much greater for those who are heavy screen watchers, even if they also exercised.
  • Recent research also shows that too much sitting can be just as bad for your heart as smoking. (I hope you’re walking around reading this post on your mobile phone.)  I’m tempted to start scheduling more meetings while walking. Seriously.

Negativity

  • A Harvard review of 200 previous studies found that an optimistic outlook might cut heart disease and stroke danger by 50 percent.
  • The association between an upbeat attitude and reduced cardiovascular risk held true even when they took the person’s age, weight, smoking status, and other risk factors into account.

Ignoring Snoring

  • Frequent loud snoring can trumpet obstructive sleep apnea (OSA), a dangerous disorder that magnifies heart attack and stroke risk, if untreated.
  • Ask your doctor about a sleep study if you are waking at night for no apparent reason or have unexplained daytime drowsiness.

Forgoing Fiber

  • Research from the National Institutes of Health and American Association of Retired People found that people age 50 and older who ate the most fiber were up to 60 percent less likely to die from cardiovascular disease, infectious diseases and respiratory ailments, compare to those who ate the least.
  • Another study showed that eating eight servings of fruits and vegetables a day trims the risk of a fatal heart attack by 22 percent, compared to eating less than three.

Failing to Floss

  • One theory is that the same bacteria that trigger gum disease may also spark inflammation inside the body, damaging arteries. I’ve seen other research lately disputing this as a clear link, but still….this link seems to make sense.
  • A 17-year-study published in Journal of Aging Research showed those who never flossed were 30 percent more likely to die than were those who flossed daily.

Smoking Even a Little

  • Some statistics show that smoking even one cigarette a day increases the threat of heart attack by 63 percent and smoking 20 or more cigarettes a day more than quadruples it.
  • Tobacco use also boosts risk for diabetes, chronic obstructive pulmonary disease, and many types of cancer.

These are great reminders.  Sometimes it’s hard to realize how much even small changes matter.

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Posted by Julie Robinson

Cardio Exercise Advice For Cardiovascular Marketers

January 16, 2012

It doesn’t matter when you do your cardio as long as you do it.

Many cardiovascular marketers I know are publishing content about exercise this time of year. I thought these insights from “America’s toughest trainer,” Jillian Michaels of Biggest Loser fame were kind of interesting.

Michaels refutes the oft-espoused theory that cardio is most effective first thing in the morning on an empty stomach. Some people believe that because they haven’t eaten in 8 to 10 hours, there will be less blood sugar available for fuel, which will force your body to draw on and burn more of its stored energy. Not true, says Michaels. In fact, exercising on an empty stomach can hinder performance and make you feel weak. Her advice is to do your cardio workout whenever you have the energy to give it maximum effort. For people who are interested in weight loss, Michaels recommends one day per week devoted strictly to cardio and cardio mixed in with circuit training on other days throughout the week.

How long is long enough?

When it comes to duration, Michaels recommends a minimum of 30 minutes and a maximum of two hours of cardio in any single session. For some people, the number of calories burned in a half hour session may not seem worth it, but obviously, heart patients need to heed the advice of their doctors based on their individual situations. And exercising for too long can release stress hormones into the body, such as cortisol, which inhibit weight loss, causing your body to react by storing fat and retaining water out of self-protection.

What type of exercise is best?

Walking, rowing, spinning, stepping, and climbing can all lead to increased fitness. Michaels recommends that people do whatever they enjoy the most and that they mix it up to avoid plateaus. Here’s a good calculator to figure out how many calories you’re burning during various exercises.

How much is enough?

When it comes to intensity, Michaels recommends using your best judgment. I would add that heart patients should also consult their physicians. In general, if it feels too easy, increase intensity; if it feels too difficult or your form is compromised, decrease intensity. As you get into better shape, your tolerance for intensity will increase. Michaels recommends keeping your heart rate at 85 percent of your maximum while you are doing it. To figure out your target heart rate, here’s a heart rate calculator from Mayo Clinic.

Most experts also strongly recommend that you purchase a heart-rate monitor, which will give you instant feedback on how you’re doing, letting you know if you’re working too hard or not working hard enough.

Still not motivated? Try these tips.

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Posted by Julie Robinson

Vitamin D May Be a Bigger Deal Than You Thought For Cardiovascular Marketing Education

November 30, 2011

Taking vitamin D supplements may dramatically lower people’s risk of death

According to research done right here in my own backyard at the University of Kansas, taking vitamin D supplements may lower people’s risk of death. I wasn’t too surprised to hear this, as my personal physician has been checking my D levels and recommending supplements for a few years. However, a quick poll among my colleagues showed that not everyone is aware or on board yet.

The study followed more than 10,000 patients and found that 70 percent were deficient in vitamin D, which put them at significantly higher risk for a variety of heart diseases. D-deficiency also nearly doubled a person’s likelihood of dying, whereas correcting the deficiency with supplements lowered their risk of death by 60 percent.

“We expected to see that there was a relationship between heart disease and vitamin D deficiency; we were surprised at how strong it was,” Dr. James L. Vacek, a professor of cardiology at the University of Kansas Hospital and Medical Center, told Reuters Health.

Vacek and his team found that people with deficient levels of vitamin D were more than twice as likely to have diabetes, 40 percent more likely to have high blood pressure and about 30 percent more likely to suffer from cardiomyopathy.

Vacek said he believes so many people are deficient because we should get about 90 percent of our vitamin D from the sun and only about 10 percent from our food. The human body makes vitamin D in response to skin exposure to sunlight.

Most people simply aren’t outside enough to get enough sun exposure, and in cooler climates, the sun often isn’t strong enough to sufficiently affect vitamin D levels. In addition to supplements, foods such as oily fish, eggs and enriched milk products can be good sources of D.

All it takes to check your levels is a simple blood test. The results of this study offer a good reminder. Could be a great topic for your next newsletter.

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Posted by Julie Robinson

AFib and Stroke: A Hot Topic in Patient Education for Cardiovascular Marketers

September 26, 2011

Only half of patients with atrial fibrillation know they are at a heightened risk for stroke.

I’m pretty amazed if the results of this study, sponsored by the American Heart Association, are correct.

Both my husband and my father have a history of AFib. And fortunately, I feel like the risks of stroke were one of the first things their doctors discussed. Apparently, others aren’t doing as good a job, which tells me that cardiovascular marketers have a big job to do in terms of education.

The survey examined what AFib patients perceive to be their biggest health risk. It also measured respondents’ knowledge of stroke, warning signs of stroke and stroke prevention strategies.

While nearly all patients claimed to understand the definition of stroke, just more than half defined it in correct terms.

Of those diagnosed with AFib:

  • 42 percent said they were most concerned about the potential of heart disease or MI
  • 10 percent said they were most concerned about becoming diabetic
  • Only 8 percent of respondents said they believed stroke was their greatest health concern
  • 25 percent said they believed they were not at a risk for stroke, even despite their condition
  • 25 percent said they did not know

Two-thirds of the patients said their healthcare provider spoke with them about their elevated risk of stroke with AFib, yet among these patients, 21 percent said they were told they were not at risk for stroke.  Huh?

“Patients need to be aware of this risk and have serious conversations with their healthcare providers about what they should be doing to prevent stroke,” Mark Estes III, MD, professor of medicine at Tufts University School of Medicine in Boston, said in a statement.

Uh, yes.  I agree.

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Posted by Julie Robinson

Celebrating Cardiovascular Marketers During National Hospital Week

May 13, 2011

National Hospital Week, May 8-14, this year is the largest healthcare event that celebrates hospitals’ history, technology and dedicated health care professionals.

Apparently, this celebration dates back to 1921 when a magazine editor suggested that more information about hospitals might alleviate public fears about the “shrouded” institutions of the day.

I guess those of us who make our living in healthcare marketing should thank that editor.   We all certainly disseminate a lot of information, and I doubt if our communities think there’s a “shroud” over us these days.

However, I wonder.  As much information as we do distribute, are we truly making an impact? We all have multiple priorities, and sometimes, it’s hard to focus.

I came across this ad sponsored by the American Hospital Association.

From a creative standpoint, it’s not a stellar ad (sorry), but it does make some great points about how hospitals make a difference in our communities:

Economic Contributors

Hospitals employ more than 5 million people, making them America’s second-largest source of private-sector jobs.

Gateways to Care

Hospitals serve every type of community: urban, rural, large and small. They are constantly working to improve access to care for all patients, from newborns to seniors.

Centers of Innovation

Hospitals bringing the latest medical innovation and technology to patients, providing highly specialized health care.

Improving Community Health

Hospital missions go beyond treating illness. They strengthen communities by working not just to mend bodies, but to make people and communities healthier.

Committed to Quality and Safety

Hospitals are dedicated to improving patient quality and safety in every community.

This is a great list, and I dare say that all of these topics provide good message points. Back in 1921, the “shroud” of secrecy around hospitals was probably more basic than it is today.   Much of removing the “shroud” in today’s world revolves around health reform and all of the terms and acronyms surrounding the Patient Protection and Affordable Care Act.

As we move ahead, let’s remember that no matter how complicated things get in the next few years, our main mission still revolves around the contributions listed in this ad.  Let’s challenge ourselves to stay focused and avoid getting too distracted with all of the rhetoric.

In the meantime, Happy National Hospital Week.   Cheers to a job well done!

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Posted by Julie Robinson

A Calcium Conundrum for Cardiovascular Marketers

April 21, 2011

The same calcium supplements women take to boost bone health may increase heart disease.

Seriously?   Wonderful.  That puts a lot of women like me in a quandary.  My mother has osteoporosis, and my father has heart disease.

So which side of my hereditary predisposition wins?  And what do we, as cardiovascular marketers/educators need to do in developing patient messaging?

A new study from New Zealand, recently published in the journal, BMJ, says “ a reassessment of the role of calcium supplements in osteoporosis management is warranted,” based on supplements’ potential to increase heart attacks.

These results refute earlier studies that showed no increased risk for heart disease among women taking 1,000 milligrams of calcium and 400 IU of Vitamin D.   Apparently, findings from 13 other trials back up the new data, showing that taking calcium supplements with or without vitamin D may increase the risk of heart attack and stroke.

“High levels of calcium in the blood can lead to clotting abnormalities and greater risk for heart attack,” says Suzanne Steinbaum, MD, director of women and heart disease at Lenox Hill Hospital in New York.

So what should someone like me, who has risk factors for both osteoporosis and heart disease, do?

Steinbaum wisely points out that preventive health isn’t a “one-size fits all proposition.”

Looking at other major heart disease risk factors such as high blood pressure, high cholesterol, diabetes, smoking, obesity and sedentary lifestyle are also important factors in the equation.

“Think twice about calcium if you are at risk for heart disease, but this study is not the final answer,” she says.

Nieca Goldberg, MD, medical director of the Women’s Heart Program at NYU Langone Medical Center in New York, says women must be aware of how much calcium they get through diet and how much they get through supplements to avoid getting too much.

“Calculate how much you are eating through food and balance off the rest with supplements so it equals 1,200 milligrams of calcium a day for women older than 50,” she says.

It’s always interesting to see new studies and watch the debate.  Some health marketers I know embrace the conversation and post new research as a matter of course – through Facebook, Twitter, on their websites, e-newsletters, etc.   Essentially, they see their role as aggregators of information and believe their obligation to patients is to put the data out there for individuals to sort through as it relates to his or her personal situation.

Others shy away from headlines because they think they may be misleading.  They see their role more as guider and recommender, only posting information that is “proven” and already being used as a matter of course.

I tend to identify with those in the first group, as I sometimes think we don’t give health care consumers enough credit for being able to process information and make good decisions.  I think it’s important to publish content that can lead to meaningful dialogue between patients and providers.  One of the most important tenets of health reform revolves around patient empowerment, so why shy away from data that will help people ask relevant questions, even if the study is controversial?

Which camp are you in?  Why?  I’d love to hear from you.

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Posted by Julie Robinson

An American Heart Month Tribute to Cardiovascular Marketing

February 2, 2011

February is a sentimental month for me – not because of Valentine’s Day, but because it provides an annual reason to reflect on the very personal reasons I am grateful for everyone who has chosen to devote their lives to various roles in the world of cardiovascular marketing and care.

Since 1963, Congress has required the president to proclaim February “American Heart Month.” During this month, thousands of volunteers visit their neighbors to raise funds for research and education and pass along information about heart disease and stroke. Most hospitals and health systems also use this month to step up educational efforts and host a myriad of activities.

Some marketers I know have become a little jaded. They wonder if their efforts really matter or if American Heart Month has become just another “Hallmarky” occasion that fills space on the annual marcom calendar.

Well, from my perspective, their efforts definitely matter.

Almost twenty-five years ago, my father had a massive heart attack. Doctors told us he would likely not make it through the night. However, he did survive. I credit many educational efforts that led him to change his diet and exercise habits along with the efforts of innumerable caring professionals over the years.

A decade ago, my husband developed dilated cardiomyopathy, caused by a virus. His ejection fraction was 18 percent, and he was on the transplant list. At the time we had two small children, and most people thought I needed to prepare myself for the strong possibility of single motherhood. Today, his EF is completely normal, and he has no physical limitations.  Again, I credit the efforts of so many amazing cardiovascular professionals.

In the past, I have hesitated to share these stories in this blog for fear of being exploitive or unprofessional, I suppose. However, I decided to share them today because they offer a very real glimpse into the reasons that I am devoted to cardiovascular marketing.  I hope they also offer a reminder to each of you that your efforts really do matter. Each and every day you are impacting real families just like mine not just distributing information to theoretical target audiences. Thank you from the bottom of my heart.

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Posted by Julie Robinson

Five Great Quotes on Content Marketing for Cardiovascular Marketers

January 21, 2011

Cardiovascular issues are a potential hotbed for content marketing.

Content marketing is getting a ton of buzz right now, and in my opinion, cardiovascular marketing rises straight to the top in terms of categories that could really do it right.  Our target audiences are clamoring for information about complex diagnoses, procedures and lifestyle management.  It’s a category where the customer actually wants us to provide relevant content.

But how do you develop a content strategy that will really work?

TopRank’s Online Marketing blog recently posted an interesting round up from five “expert” content marketers.  Here are some highlights:

”Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time. Worry less about sounding professional and worry more about creating remarkable content that other humans can relate to.” Ann Handley, Chief Content Officer at MarketingProfs and co-author of Content Rules

“Nobody cares about your products and services except you. This knowledge is essential to great marketing because it gets your organization away from just yakking incessantly about your products and services. What your buyers do care about are themselves and they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so).” David Meerman Scott, Marketing Strategist, Speaker and author of Real-Time Marketing & PR

”There is no market for your messages. Become a resource for your communities in your communities. They’re looking for insight, answers, direction; keys to unlock solutions that they did not know existed before you. The key is empathy. And to find this key takes research and understanding. Develop content based on what inspires interaction today and then build bridges between those conversations, communities and you.” Brian Solis, Principal of FutureWorks and author of Engage!

”Content marketing can be scary. Staring at the little blinking cursor can paralyze even experienced content creators. To make it easier, focus first on “atomizing” your existing content. (Thanks to Todd Defren for that term).

Be a digital dandelion. Take one of your existing white papers (or other form of comprehensive content) and deconstruct it. Make it into five blog posts. And a Webinar. And a podcast. And a Slideshare presentation. Each of those content modalities will have different audiences, so you’re building reach. Plus, each of those content modalities will be found and indexed by your most important customer – some guy named Google.

Repurposing and repackaging your content makes your content marketing task easier, AND more effective.” Jay Baer, Social Media Strategy Consultant and co-author of The Now Revolution

”Stop Writing about Everything. So many brands create content and try to cover everything, instead of focusing on the core niche that they can position themselves as an expert around. No one cares about your special recipe. No one cares about your iPad review, that has nothing to do with marketing automation. Find your niche, and then go even more niche.” Joe Pulizzi, Founder of Content Marketing Institute and co-author of Get Content, Get Customers

So what are the key takeaways?  I think these experts are telling us to remember that content marketing shares the same basic tenets for success that we know to be true for other tactics:

  • Be human.
  • Be conversational.  Avoid technical jargon.
  • Talk less about our products, procedures and services.  Focus more on what they can do to improve patients’ lives.
  • Be relevant.
  • Focus.
  • Be consistent.
  • Use message frequency to our advantage.  Re-purposing the same content for use in multiple tactics, e.g., blogs, whitepapers, e-mail, etc. is really no different than the “old-fashioned” concept of a media mix that delivers a consistent message in TV, radio, print and outdoor.

Let me know what content marketing strategies are working for you.

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Posted by Julie Robinson

Speed-Dating for Cardiovascular Marketers

November 18, 2010

Some hospital marketers in Texas are growing business through doctor-patient “speed dating.”

At “Doc Shop” events at Texas Health Harris Methodist Hospital Hurst-Euless-Bedford, patients and physicians sit paired at tables. The physicians describe their practices and specialty areas and the patients explain their situations and discuss what they are looking for in a doctor. After five minutes, the patients rotate and begin another conversation with the next physician.

So far, they’ve done it with OB/GYNs, pediatricians and primary care physicians.  Would this work for cardiologists?  I’m not sure.

Potential patients were informed about the events through e-mail and social media.   Physicians were alerted via e-mail and administrator visits.

“Younger physicians and physicians that want to build their practice are more interested,” said Mary Lou Wilson, director of women’s services.

Kristen Vallery, MD, FACOG, is an OB/GYN on the hospital’s medical staff who decided to participate in a Doc Shop because she was the newest member of her practice and was looking to gain patients.

“The Doc Shop helps you see what may be the concerns of the patients currently seeking healthcare because there’s usually a trend,” Vallery said.

Apparently, Vallery has gained about 12 new patients as a result of the program and even more through new patients referring friends.

The effort is certainly affordable, as each Doc Shop costs only about $600, most of which is spent on lunch for physicians and patients.

Clearly, the effort seems to be working for these primary care areas, but could it work for a specialty like cardiology?

Maybe.  As positive outcomes for cardiology patients continue to rise, cardiologists are increasingly becoming long-term health advisors.

Patients who have an initial incident that require an emergency procedure and/or hospitalization are becoming more savvy when it comes to choosing a physician to manage their follow-up care.

Dr. Vallery of Texas says the program’s value goes beyond attaining patients.

“The cool thing is you know when the people come to you they’ve already prescreened you, so the barriers are down to begin with,” Vallery says. “You’re able to get a lot done when they come in. It streamlines things more than it would normally be.”

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Posted by Julie Robinson

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