5 Ways for Cardiovascular Marketers to Build Stronger Online Communities

July 16, 2010

Online communities offer rich opportunities for cardiovascular marketers to develop relationships with patients and prospective patients.

We often work with our clients to position their organization as a resource for people dealing with various health issues.  I’m sure you’ll agree that heart and vascular certainly rises to the top in terms of a service line that has great possibilities for patient engagement.  Questions abound from initial diagnosis and treatment to long-term lifestyle changes.

But developing an online community that really enhances your brand and, frankly, is worth the time it takes to manage it, can be a challenge.

Here are five tips to consider in making your online community more productive:

1. Make the community prominent.

Don’t hide your online community behind a link. Show respect by bringing it right up to the front page.

Show that you value the opinions of your members by featuring their content alongside your own editorial content – you are equal partners in this.

Making the community easy to find also invites others to get involved.

2. Keep it simple.

Sometimes having too many features can be distracting.

“There is nothing wrong with basing your community solely on a forum,” says community manager Martin Reed. “You don’t necessarily need a full range of ’social networking’ features. People need to be able to communicate – it’s as simple as that.”

3. Tell me why.

Make the purpose of the community clear.  As crazy as it sounds, there are a lot of communities out there that have a “fuzzy” purpose.   Your target audience doesn’t want to waste time.

Tell people why they should join your community rather than one belonging to your competitor.

4. Be active.

As a community manager, you need to be active in your own online community.

Get to know the members.  Lead by example.  If you aren’t active or if you aren’t enjoying being active, your community has a problem. Fix it.

5. Build relationships at home and away.

Just because you’ve built an online community it doesn’t mean people will flock to it. You need to get out there and find members.

Fortunately, that’s never been easier. Your potential members are out there writing blogs, telling the world what they are doing on Twitter, and networking on Facebook.  They’re also walking into your physician offices and clinics every day.

Don’t stalk these potential members, and don’t spam them. Get to know them. Comment on their blogs, provide value. It’s all about what you can do for them – not the other way around.

Leave a Comment » | Advertising, Education/Events, Engagement, Social Media | Permalink
Posted by Julie Robinson

A Coffee Klatch for Cardiovascular Marketers

July 15, 2010


Networking over a cup of coffee can certainly be good for your business, but new evidence suggests it may be good for your heart, too.

According to a study by Dutch researchers, drinking coffee or tea can help prevent heart disease and lessen the risk of dying.

The study, led by physicians and researchers at the University Medical Center Utrecht, examined data on coffee and tea consumption from 37,514 residents of The Netherlands who were followed for 13 years.

Key findings:

  • People who drank two to four cups a day of coffee had a 20 percent lower risk of heart disease compared to those drinking less than two or more than four cups a day.
  • Moderate coffee intake also slightly — but not significantly — reduced the risk of death from heart disease and all causes.
  • Drinking three to six cups of tea a day was associated with a 45 percent reduced risk of death from heart disease, compared to drinking less than one cup a day.
  • Drinking more than six cups of tea a day was associated with a 36 percent lower risk of getting heart disease in the first place.
  • Drinking coffee and tea had no effect on the incidence of stroke.

These positive effects may be linked to antioxidants and other plant chemicals in the beverages, but how they work is unclear.

“Here is another study that reaffirms there is no increased risk of heart disease and stroke, and in fact, when drinking coffee in moderation, there is possibly a reduction in your risk of heart disease,” said Dr. Suzanne Steinbaum, director of women and heart disease at Lenox Hill Hospital in New York City.

Sounds like positive news to me.  Maybe starting a patient coffee group is a good idea, after all.

Share

Leave a Comment » | Advertising, Education/Events, Patients | Tagged: | Permalink
Posted by Julie Robinson

How Cardiovascular Marketers Can Drive Healthy Behavior

June 24, 2010

Better audience segmentation may generate better results.

Health and wellness education is a key part of every cardiovascular marketing program.  Almost all of my clients position themselves as a resource for “heart-healthy lifestyles.”

Do you ever wonder, though, if anyone is really listening as we publish healthy cookbooks, sponsor classes and include heart health assessments on our websites?

I don’t mean to be a pessimist.  It’s just frustrating sometimes.  Despite our best efforts, it’s easy to feel like we’re still losing the battle.  Are we really driving the necessary behavior changes to improve American’s long-term health?

Recent statistics from the Centers for Disease Control would suggest not: 33% of U.S. adults and one in every five kids is now obese.

A recent survey revealed 76% of consumers polled believe what they put in their body has a significant effect on their future health, yet few do anything to be healthier (only 36% consider their diets to be very healthy.)

So how can we motivate change? The folks at NBC Universal’s research and insights group identified some key audience segments to consider in targeting messages:

• The I Give Ups (24% of population)

This high-stress, low-energy group is overwhelmed by the amount of things they need to do to get healthy. They eat for convenience, treat themselves to unhealthy foods and need portion control. They know they should exercise, but can’t get off the couch. Marketers should position healthy habits to this segment as fun and indulgent, yet still cost-effective and convenient. Provide them with small and easy steps that they can do at home.

• The Strugglers (14%)

This group seeks quick and easy health solutions, rather than long-term lifestyle changes. They are not likely to exercise or eat right, yet will try the latest diets and health foods. This segment is most likely to have children, making it difficult to focus on their own health. Marketers should provide this segment with easy tips geared towards family health, with online tools to help them stay on track.

• The Immortals (16%)

Typifying young adulthood, “The Immortals” are in relatively good health and don’t feel a strong need to eat healthier or exercise regularly — at least not yet. Position healthy living as a “status symbol” to this group. Healthy messages incorporated into entertainment may be particularly effective.

• The Fitterati (16%)

All about physical exercise, and less focused on nutrition and diet, “The Fitterati’s” love sports, outdoor activities, or going to the gym. They are social and willing to spend money to look younger. Marketers who highlight the benefits of physical performance will hit their sweet spot.

• The Fact Finders (15%)

Mostly female, this segment actively focuses on diet, nutrition, exercise and medicine. Their thirst for information leads to better self-care and is an immediate marketing opportunity. They enjoy cooking healthy meals and choose healthy options when eating out. They are receptive to preventive health products.

• The Health Gurus (15%)

Predominantly female (68%), with a high-income level and an empty nest, “The Health Gurus” are satisfied with their lifestyle and spend more time and money on their health. This segment has achieved a healthy body, mind, and spirit. Marketers can leverage “Gurus” as brand ambassadors, utilizing their influence and receptivity to new products and services.

I would venture to guess that we all have some of these segments within our patient and prospective patient base.  In addition, many of our patients’ influencers and caregivers fall into these categories.  Considering their points of view might be a good exercise in developing message plans for upcoming campaigns.

Share

2 Comments | Advertising, Education/Events | Tagged: , | Permalink
Posted by Julie Robinson

A Great Story For Your Cardiovascular Marketing Newsletter

May 24, 2010

I knew it all along.  Processed meat is evil.

Anyone who knows me at all can tell you that I haven’t eaten a hot dog since I was a child.   The thought of sausage completely grosses me out.  And I’ve been known to openly stare with disdain at co-workers who dare to eat these processed products in my presence.

Today, I feel vindicated.  A new study verifies that these “bad boys of the meat counter” can raise the risk of both heart disease and diabetes.

There’s only one problem.   Bacon’s on the list too.  As high and mighty as I am about hot dogs, I have a confession to make.   I have a closet affinity for bacon.

My son describes me as a “semi-vegetarian” who sneaks bacon when no one is looking.

Here’s the real news:

Eating unprocessed beef, pork or lamb appeared not to raise risks of heart attacks and diabetes, researchers said, suggesting that salt and chemical preservatives may be the real cause of these two health problems associated with eating meat.

“To lower risk of heart attacks and diabetes, people should consider which types of meats they are eating,” said Renata Micha of the Harvard School of Public Health, whose study appears in the journal circulation.

“Processed meats such as bacon, salami, sausages, hot dogs and processed deli meats may be the most important to avoid,” Micha said in a statement.

With all the debate about what constitutes a heart-healthy diet, I think this is great information to share with patients and prospects.

And, here’s the good news for me:

Based on the findings, people who eat one serving per week or less of processed meats have less of a risk.  Maybe I can still sneak some bacon bits in on a spinach salad or eat a big breakfast once in awhile.

Share

Leave a Comment » | Advertising, Education/Events, Engagement | Tagged: , | Permalink
Posted by Julie Robinson

Cardiovascular Marketing Update: New Link Found Between A-Fib and Dementia

April 22, 2010

Researchers have found that patients with atrial fibrillation (AF) may have a greater risk of developing dementia.

Unfortunately, this headline caught my attention because it has personal relevance.  I have a close family member who is struggling with vascular dementia, and he also has a history of AF.

It seems like cardiovascular marketers could play a key role in educating patients about this new information.

While Alzheimer’s disease most commonly occurs in older patients, in those with AF, patients 70 and younger may be at the greatest risk, based on study results published in the April issue of the Heart Rhythm Journal.

Specifically, the study found that  “dementia and AF share similar background risk factors.”

In addition, AF has been linked to “memory impairment, cognitive decline, and general dementia in patients without pre-existing disease,” the researchers said.

The study broke down dementia into variant subgroups including Alzheimer’s Disease (AD), vascular dementia, senile dementia and non-specified dementia.

Of the 37,025 patients studied

  • 27 percent (10,161 patients) developed AF
  • 4.1 percent (1,535 patients) developed dementia

After a five-year follow-up, of those who developed dementia,

  • 179 developed vascular dementia
  • 321 developed senile dementia
  • 347 developed AD
  • 688 developed non-specified dementia.

In addition, the researchers found that for all subgroups of dementia, “cognitive decline occurred earlier in patients with AF versus no AF.”

“While age remains the strongest risk factor for dementia, our study shows the highest risk of Alzheimer’s and other dementia types was most prominent in the youngest AF patient group,” said lead researcher, T. Jared Bunch, MD.

“This finding is significant in establishing the association between dementia and AF and could potentially help clinicians monitor patients more closely for signs of dementia and mortality risks,” Bunch concluded.

Share

Leave a Comment » | Advertising, Education/Events | Tagged: , , , | Permalink
Posted by Julie Robinson

New Self-Testing Kit Could Pose a Challenge for Cardiovascular Marketers

April 9, 2010

I’m all for patient education and empowerment, but a new product may be taking things too far.

China Sky One Medical, Inc. has received certification for a home testing kit that lets patients decide whether they are having a heart attack.

Basically, the AMI diagnostic kit can be used by consumers for the early diagnosis of myocardial infarction.  Here’s how it works, according to a company press release:

•           The user places a blood sample on a marker, after which a plus or minus sign will appear, indicating whether the user should seek medical attention.

•          The results are based on an assay of heart-type fatty acid binding protein (hFABP), which peaks as early as one hour after myocardial damage occurs, much earlier than typical clinical markers, troponin and CKMB.

The kit has already been on the market in China since 2007, and the same company has a home test kit that indicates early kidney disease.

Does this make anyone else as nervous as it does me?  People will have the ability to self-diagnose a heart attack?   Really?

It’s not like taking a home pregnancy test and then making a follow-up appointment in a couple of weeks.  Instead, it seems to be taking patient empowerment to a whole new and inappropriate level.  It’s one thing to tell patients to ask questions about their treatment options and associated costs.

But to me, asking someone to delay calling 911 until they take a home blood test is purely irresponsible.

Share

1 Comment | Advertising, Education/Events | Tagged: , | Permalink
Posted by Julie Robinson

New Value Proposition for Cardiovascular Marketing: Healthy Eating

March 26, 2010

Americans can afford to eat a healthy diet after all.

I’m ecstatic.  Anyone who knows me will tell you that I’m always trying and sharing healthy recipes.   One of our agency’s most successful cardiovascular campaigns included a cookbook that was requested all over the world.

Yet, most cardiovascular marketers I know often try to balance the cost of pushing healthy eating with the financial realities that many patients face.

How many times have we heard patients complain that processed foods and fast food are more affordable than fresh fruits and vegetables?

I recently came across a post at the Happy Hospitalist that debunks this myth.

How much does produce cost anyway?  Here are some averages:

  • Oranges (4.25 lbs @ $1.28/lb) $5.44
  • Bananas (2.66 lbs @ $0.48/lb): $1.28
  • Grapes (2.50 lbs @ $2.78/lb): $6.95
  • Green Onions (one bunch): $0.66
  • Asparagus (1.00 lbs @ $1.47/lb): $1.47
  • Apples (2.79 lbs @ $1.46/lb): $4.07
  • Nectarines(1.53 lbs @ $1.98/lb): $3.03
  • English Cucumbers ($1.78 each): $3.56
  • Tomatoes (1.37 lbs @ $2.78/lb): $3.81
  • Strawberries (1.00 lb @ $1.37/lb): $1.37
  • Bag of carrots (1 lb): $1.48
  • Mini sweet peppers (2 lb bag): $4.98

For $38.10, one can purchase more than 21 pounds of produce at a cost of $1.80 per pound.  I can’t think of many processed foods that are as inexpensive.

I just checked the prices at my local McDonald’s.   A Quarter Pounder or Chicken McNugget value meal both sell for around $5.00.  After really looking at produce prices, this doesn’t seem like such a bargain after all.

As it turns out, fruits and vegetables are no more expensive on a pound for pound basis than other foods.

As The Happy Hospitalist says,

“The difference is, fruits and vegetables are far less densely packed with calories.  America thrives on calorie density.  Three pounds of fast food carries a far greater calorie punch, and sense of feeling full than does three pounds of fruit. Most of that has to do with the higher density of calories in fat, something you won’t find much of in fruits and vegetables.

You can eat the same weight of food in fruit as you can in fast food and still consume 1/2 to 1/3 the calories of fast food.  And you will never starve to death.”

As we know, changing diets can be a challenge.  But as any cardiologist will tell you, nutrient-dense, lower-calorie foods can have a huge impact on long-term cardiovascular outcomes.

I’m not buying the excuse of “I can’t afford to eat a healthy diet” anymore.   Are you?

Share

2 Comments | Advertising, Education/Events | Tagged: | Permalink
Posted by Julie Robinson

Does Physician Involvement in Social Media Pose a Threat to Cardiovascular Marketing?

March 16, 2010

Physicians’ online activity is on the rise.

  • In a recent study by Google, 86% of U.S. physicians said they use the Internet to gather health, medical or prescription drug information.
  • They’ve joined the social networking revolution too. According to a survey by Mediamix International, 34% of physicians now use social media.

For the most part, I’m excited by these statistics.   Most of the heart and vascular marketers I know have been trying to encourage physician involvement in online activities for a long time.

But is there a downside?

I’ve been hearing a few horror stories lately.

  • A marketing director friend recently told me about a patient who appeared at a cardiologist’s office without an appointment.  When the office staff politely told him that he must have his dates mixed up, the patient said, “Oh no, I’m supposed to be here.  I’ve been chatting with Dr. Jones on Facebook, and he told me to stop by.”
  • Cases of doctors being sued for giving online advice in venues such as Facebook are also starting to surface.

Should these fears discourage marketers from involving physicians in social media efforts?

I hope not.

Physician and staff involvement adds credibility and knowledge that is hard to find in other sources. Online physician discussions offer amazing opportunities for both patient acquisition and retention.

But, it’s important to use common sense.

American Medical News recently published a post by Arthur R. Derse, MD, on this subject in its ethics forum.

I plan to share this with some of our clients as we plan for future campaigns.   I think it offers some great reminders that communications must be HIPAA compliant and that they should avoid giving specific advice to individual patients.

As Dr. Derse says, the bottom line is that online physician involvement in social networks should begin with the tweetable Hippocratic aphorism, “First, do no harm.”

Share

Leave a Comment » | Clinical Trials, Education/Events, Follow-up, Interactive, Navigator, New Mover Program, Path, Physicians, Rehab, Risk Assessments, ROI/Metrics, Social Media, Specialty Procedures, Testimonial, Transplant Center, Women’s Heart | Tagged: , , , , | Permalink
Posted by Julie Robinson

Is Pediatrics the New Frontier for Cardiovascular Marketing?

March 3, 2010

Partnering with pediatric colleagues may be an important focus for today’s cardiovascular marketers.

New research suggests that obese children as young as three may have signs of inflammation that indicate the risk of heart disease.

“We’re seeing a relationship between weight status and elevated inflammatory markers much earlier than we expected,” study author Asheley Cockrell Skinner, an assistant professor of pediatrics at the University of North Carolina School of Medicine, said in a university news release.

A national survey of more than 16,000 children aged 1 to 17 showed some sobering statistics:

•       Nearly 15 percent of the children were defined as overweight.

•       11 percent were obese, and

•       3.5 percent were considered very obese.

While the full implication of these findings is still unfolding, the basic fact that very young obese children already have more inflammation than their normal-weight counterparts is very concerning.

As study co-author, Dr. Eliana Perrin, of the University of North Carolina said, “ It may help motivate us as physicians and parents to take obesity at younger ages more seriously.”

To me, this information offers many opportunities for cardiovascular marketing programs to position themselves as experts.  Providers who act now to develop comprehensive education and treatment programs that focus on both obese children and their parents may find themselves with a leg up on the competition.

Share

Leave a Comment » | Advertising, Creative, Education/Events | Tagged: , , , | Permalink
Posted by Julie Robinson

Will Cardiovascular Marketers Be Selling Concierge Medicine Sooner Than We Thought?

February 24, 2010

It appears that concierge medicine is moving beyond primary care to take hold in cardiology.

Cardiologists with the Pacific Heart Institute in Santa Monica, CA recently announced that they will start charging patients between $500 and $7,500 for special “extended” access services and same-day appointments.

“To the best of our knowledge, we’re the first specialty group to do this, and we know there’s a lot of interest from our peers and other specialties to see how it goes.”

Apparently, Medicare cuts have finally gone too far for the group.

“There’s been a progressive decline in payments that started 10 years ago,” says President Richard Wright, M.D.

He specifically cited Medicare and Medicaid reallocation of dollars from cardiologists to other specialty areas and the elimination of cardiology consult codes. Some private insurance companies followed suit.

“The consequence was a 26% cut in gross revenues for the same services compared with 2009,” says Wright.

Apparently, for every $100 in revenue they used to bring in, the facility now receives only $74.

In a letter to patients, the institute wrote,

“Medicare and most insurance plans slashed cardiology payments on an unprecedented scale.”

“In 2009, Medicare paid $110.74 for a mid-level new patient evaluation, for which we typically schedule one hour; the current payment is $87.07. In March, it is scheduled to be cut to $68.78.

“These amounts are incompatible with maintaining a viable practice unless ancillary services and the time allotted for office visits are substantially reduced. We feel such reductions would not meet your expectation of comprehensive personalized care.”

Starting April 1, patients at Pacific Heart Institute can choose one of four plans for care:

1.    Patients pay no “participation fee.”

2.    “Select” – Patients pay $500 a year for priority appointments, warfarin adjustments, defibrillator and pacemaker follow-up, notification of non-urgent lab, and test results.

3.     “Premier” – Patients pay $1,800, for everything in “Select,” plus e-mail communication with their doctor, same-day visits during regular office hours, priority lab testing and scheduling of diagnostics, free attendance at speaker seminars on cardiovascular issues, and a dedicated phone line to reach an institute nurse.

4.     “Concierge” – Patients pay $7,500 for everything in “Premier,” plus direct 24-hour access to a cardiologist via pager, e-mail, text message, plus the personal cellphone of the patient’s cardiologist, annual personalized cardiovascular wellness screening, night and weekend access to a cardiologist for hospital or emergency services (regardless of whether he or she is on call) same-day visits with the cardiologist, evening and weekend office appointments, and personal calls from the cardiologist.

Internal medicine and primary care physicians have been offering similar services for a decade or so.

Proponents say the fees give patients more time with their physicians to plan their care programs and may reduce the need for hospitalizations.

Initial reaction of Pacific Heart Institute patients has apparently been favorable.

So far, according to Wright, “a very small number have complained. Many have said they understood, and that they ‘couldn’t believe how little you’ve been paid.’”

As health care reform continues to evolve, I know I’ll be watching this trend with interest.   I wonder how many of our clients or competitors will decide that concierge cardiology is a viable strategy.

Share

3 Comments | Creative, Education/Events | Tagged: , | Permalink
Posted by Julie Robinson

« Previous Entries
Next Entries »
Follow

Get every new post delivered to your Inbox.

Join 93 other followers