So Tell Me, How Do You Market a $500 Band-Aid in a Hospital Urgent Care Center?

A story on hospital urgent care centers the other day in the Sun Sentinel, Orlando, Florida caught my eye. In a nut-shell, some hospital and system owned urgent care centers charge emergency room prices. When I started looking around the country, the same story can be repeated in community after community. This is just not an isolated one-time event.

What don't they get?

In a consumer-driven healthcare market, pricing matters. And charging $500 for a 15-minute visit that required a Band-Aid is the perfect example of why there is such an uproar by government, employers, consumers and health plans regarding healthcare cost. It also points out why Walgreens, CVS, Wal-Mart and entrepreneurs are driving the expansion of retail healthcare and outperforming the more traditional healthcare providers.

I get it. Hospitals and health systems need to expand and see the urgent care market as a means of revenue generation for combating falling volumes and declining reimbursement. Urgent care centers will be a part of any ACO strategy as well. But there are alternatives existing that makes the use of hospital-based or owned services at the prices charged, and in some cases, the quality choice of last resort.

This may indicate a lack of understanding of the basic market forces now sweeping the country as healthcare transforms from a provider-dominated " build it and they will come mentality" to a healthcare consumer-dominated market. Could it be in these cases, the age old resistance to change that hospitals and other healthcare providers exhibit from time-to-time?

Entrepreneurial individuals and Venture Capitalists are looking at this type of example nationwide and are chomping at the bit to put their own centers up and compete head-to-head against the hospitals and health systems.


The marketing keys to a successful urgent care center is location, service and price. Urgent care centers are just that urgent care, not emergency life or death care. The consumer usually walks in for minor treatment. If you want a successful urgent care center than provide the services at the price that healthcare consumers will buy. Not the ER charges that you think you can obtain by gouging consumers.

Fast, convenient, affordable. That's the marketing. That's the message. Or should be at least. Keep it simple and convenient.

I feel for that marketing department, I mean, how do you market an urgent care center that charges ER price? Besides having to handle the PR fall-out and loss of credibility to the healthcare consumer, you don't.

You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich


Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 36 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at michael@themichaeljgroup.com or 815-293-1471. Areas of expertise include: brand management; strategic marketing; sales and marketing integration; physician marketing; product launch; start-up launch and revenue growth; tactical market planning; customer experience management; rebuilding and revitalizing marketing operations; media relations; and service line revitalizations. Mike is Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni.

Read More

Crafting a Social Media Strategy to Engage the Healthcare Consumer

To tweet or not to tweet, that is the question?

Faced with a dizzying array of possibilities from twitter to facebook to YouTube, LinkedIn, flicker and others, healthcare providers are struggling with developing a comprehensive social media strategy to engage their customers.

Understandable really. Some of the concern comes from not understanding the power and uses of social media and how consumers are the new paparazzi. Some comes from trying to figure out how a social media strategy fits into the overall marketing plan. Some is purely from executive ignorance in not understanding the place and uses of social media in the life of the healthcare consumer.

In many cases its all of the above and others, including and by far the most pervasive, the never ending paralysis by analysis planning loop and engaging in that quest for the perfect best practice before proceeding.

In these situations it is about internal marketing leadership.


As the marketing expert in your organization, you need to step forward and educate what social media is, how to use it and its advantages to the organization.

It's not just a facebook page, LinkedIn, blog, web site or twitter.

This is an opportunity to experiment, to deliver new content, new key messages with non-traditional methods to reach out too and engage in a meaningful way the healthcare consumer. An opportunity to engage in dialogue, a dialogue which the healthcare consumer desires to have more than you can imagine.

Follow these steps and you're on your way to developing and implementing a strategically-focused, comprehensive and fully integrated social media strategy:

1. Strategy first, tactics second. Any old road will get you to where you want to go without a clear identifiable strategy. This is no different than a traditional marketing approach. Integrate the tools and techniques of social media into your overall marketing efforts.

2. Be clear about your messages and what value using these tools will bring to your healthcare consumers. The purpose is to engage in a dialogue not shout at them. You have to understand what type of information and content your consumers want. Without that knowledge you can say whatever you want, but chances are no one will be reading, responding or listening.

3. Take an integrated approach. What goes on your web site is also on facebook and used in twitter to drive traffic to you. Twitter is a great way to send out links for health related articles or news and information. Have a video? Post it on YouTube. Writing a healthcare blog? You should be if you're not. Make sure twitter, facebook, YouTube, flicker etc., follow you buttons are on your site. Running Back-to- School, Sports or Camp physicals? Put it on twitter, facebook and even those coupon sites like Groupon. Holding a health and wellness event, ditto.

4. Use QR codes with your web site or specific page links or phone number embedded in them to drive them to your site, call center or service line. Through the use of QR codes you can make your print and traditional activities social in nature.

5. Remember at all times your are building brand, perception and experience. This just isn't nice to have, people will remember what you say and do. Be right the first time.

6. Devote resources, budget, time and personnel for the task. This is not a part-time job. It requires a full time position to manage the channels, content and distribution. Your challenge is to keep in front of your healthcare consumers with relevant information, all the time. Attention spans are short. If someone sees no changes on a pretty regular basis in your content or information, they will fall away.

7. Measure everything. Evaluate. Adjust based on your findings.

8. Be creative, don't limit yourself to the tried and true or what a competitor is doing. Be an innovator.

9. Use social media with your physicians and employees to communicate, build organizational support and loyalty.

10. Build excitement around what you are doing, then start all over and begin again.

Jump right in the waters fine!

You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich

Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 36 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at michael@themichaeljgroup.com or 815-293-1471. Areas of expertise include: brand management; strategic marketing; sales and marketing integration; physician marketing; product launch; start-up launch and revenue growth; tactical market planning; customer experience management; rebuilding and revitalizing marketing operations; media relations; and service line revitalizations. Mike is Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni.

Read More

Creating a Sustainable Healthcare Marketing Operation in a Consumer-Driven Market

Sustainability...Presence...Perception...Experience...

These are the four constants that direct-care healthcare providers need to understand and incorporate for success in their marketing operations and campaign efforts in a consumer-driven market. No longer nice to have, these four basic concepts are now business requirements.

Sustainability- The resources to effectively and continuously communicate brand and differentiate your offering across multiple channels.

Presence - By maintaining a continuous presence across multiple channels as in so many other consumer-directed industries, you build brand preference.

Perception- With a sustainable, continuous presence in the marketplace, sooner rather than latter, your key messages become the opinion of you by consumers and they become fact in their minds.

Experience- The actual customer experience matches the brand image, perceptions and opinions of customers that you created in the marketplace that had been communicated in an integrated multi-channel sustained effort.

Change and Survive

A consumer-directed market is much different than a provider-directed market which requires skills and abilities that may or may not exist in an organization. Key success factors for creating a high performance marketing operation that delivers revenue and market share in the new healthcare environment include:

A Vice President of Marketing senior management position that reports to the CEO and is involved in all decision making.

Marketing resources human, operational and capital budgets to support a multi-channel effort externally and internally.

Comprehensive strategic and measurably focused marketing plan that is integrated with the financial and operational plan of the organization.

Tactical execution plan and timetable that integrates all the campaigning to be done over the fiscal year.

Internal communication and training to educate the organization around marketing efforts, expectations and their role in the execution of the plan.

Creation of a comprehensive marketing dashboard which communicates activities and results on a monthly basis to all levels of the organization.

The above organizational marketing success factors are at a minimum what is needed to move direct- care healthcare providers from a cottage-industry approach to marketing to a comprehensive multimillion or billion dollar corporation approach to marketing, that in realty, most of you are.

As the healthcare providers continue to consolidate across all segments, marketing will assume an increasingly important role in the survival and revenue generating activities for the organization in a consumer dominated and directed healthcare marketplace.

And that requires a far different innovative sustainable presence that changes perceptions than the old way of doing things.

You can continue the conversation with me on:

LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich

Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 20 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at michael@themichaeljgroup.com or 815-293-1471. Areas of expertise include: brand management; strategic marketing; sales and marketing integration; physician marketing; product launch; start-up launch and revenue growth; tactical market planning; customer experience management; rebuilding and revitalizing marketing operations; media relations; and service line revitalizations. Mike is Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni. healthcare marketing, brnd, hospitals, health systems

Read More

Customer Experience Management Applied to Healthcare- Part 7

Or, the dangers of only viewing the customer-patient experience management as only the patient encounter.

An Intuit survey, "Healthcare consumers want online control"- HealthcareFinanceNews.com, March 3, 2011, indicates overwhelming support by the general public for more control over their healthcare via online activities. They want healthcare providers including physicians, to be accessible online. They want to pay their bills online, communicate with the provider, request appointments and get lab results. A clearly demonstrated experience need and expectation of consumers, that except for a few isolated healthcare organizations, is generally lacking among healthcare providers.

Had you been conducting market research on your customers-patients in the experience management process outside of the patient interaction, you would have understood that expectation and need. But unfortunately, most customer-patient experience management programs in healthcare providers are focused on the 1/3rd of the encounter with you as a patient.

Where do you go from here?

Healthcare providers do "dumb things" all the time. And they never seem to learn from that experience. So what happens when test results aren't available, the bill is wrong and a person cannot get the information they want or is on hold for too long? Well, all the compensatory goodwill built up in the patient encounter is lost because of these little "dumb mistakes" that healthcare providers make day-in and day-out. Those mistakes continue to build until they become non-compensatory event. Meaning that all the good encountered in the patient experience is washed away like a flood.

That's why its important to view Customer-Patient Experience Management(CEM or PEM) in its totality and not as an one service or clinical line experience. It may be for you, but to the healthcare customer-patient who views your organization across numerous touch-points and aggregates all of it into one overall experience, it's not.

Use the Internet and social media to frame the experience and meet customer-patient expectations.

Online bill payment, searching for information, communications via email, chats, facebook, twitter, YouTube and other mediums is an everyday occurrence for healthcare consumer. You, as a healthcare provider, need to understand that expectation and experience and integrate it into your efforts.

Part of the process of experience management is actively managing customers-patients experiences to meet expectations and change their experiences to drive revenue and market share improvements. It's not all about the patient satisfaction numbers. CEM or PEM has a definable and measurable financial outcomes. But you cannot achieve those revenue outcomes if you are not looking at experience management in its totality.

You may not want patient portals, but your customers do. You may not want online bill payment but your customers do. You may not want to have people schedule appointments online, but your customers do. You may not want them to have access to their medical information online, but your customers do.

By not fully understanding your customer-patient in their totality, you are not successfully managing their experience or expectations.

The wave is here to use an oft quoted metaphor. Its consumer-directed not provider-directed healthcare. And the sooner you get on the surfboard of true CEM or PEM, and start looking at the customer experience in its totality, the better the chances of your survival in the coming years.

The public, health plans, employers and government are running out of patience with healthcare providers and the "dumb mistakes" that continue to be made due to the lack of understanding of their needs, expectations and experiences.

Change or be swept away.

You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich

Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 20 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at michael@themichaeljgroup.com or 815-293-147. Areas of expertise include: brand management; strategic marketing; sales and marketing integration; physician marketing; product launch; start-up launch and revenue growth; tactical market planning; customer experience management; rebuilding and revitalizing marketing operations; media relations; and service line revitalizations. Mike is Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni.

Read More

Customer Experience Management Applied to Healthcare- Part 6

So why are you not talking to your customers-patients in experience management?

As I look across the changing healthcare landscape, there is a movement gaining momentum to improve the patient and customer experience. Case studies and published articles are appearing in healthcare on Customer Experience Management (CEM). And don't get me wrong, wonderful improvements are being made. But when I delve into these improvement activities, one common denominator is missing and it concerns me.

If you are engaged in the CEM process correctly, that means you are talking to and listening to your customers or patients. Healthcare providers, such as MD Anderson as well as others, are actively pursuing customer and patient engagement that includes an intense and focused effort to actively talk and listen to their customers and patients. But unfortunately, they are far and few between.

Are you using only one means of gathering customer or patient experience intelligence?

There is no doubt that customer-patient satisfaction is an important outcome and can indicate where there are problems in the experience process. An excellent place to start to ask the question why, using the various tools of six sigma etc., to start the improvement process. Improvements are being made and satisfaction as measured by the various tools used improves, indicating success. No question about it and well documented.

But you are still not talking and listening to your customer-patients?

And I really don't understand why that is occurring.

Customer Experience Management requires that you actively engage in multiple ways to talk and listen to your customers-patients. Using one tool to accomplish that misses the point and you are losing valuable customer feedback. If you are not using multiple methods quantitatively and qualitatively to talk and listen to your customers-patients, you are not doing true Customer or Patient Experience Management.

Could it be potentially that healthcare leadership is by nature imperialistic?

Healthcare imperialism is an attitude derived from years of making decisions without customer or patient feedback. Because of training or knowledge, perceived status or being a not-for-profit whose espoused vision is focused on the community, healthcare providers can be imperialistic in their thinking that they know all or see all. The customer-patient can't possibly understand what we are doing. It's too technically complicated, or they don't have the knowledge and training that we do. We can no longer afford to think that way, and individuals seeking our care will no longer accept an imperialistic attitude.

Maybe it's because we are afraid of the answers we might get?

Asking your customers-patients about their experiences, needs and desires can be a scary proposition. Even so, as we move inextricably to a consumer-driven healthcare model and less of a healthcare provider-dominated model, talking and listening carefully are skills that need to be developed.

Take a step back.

Evaluate why you're afraid to talk to your customers and make those internal changes that will allow you to seek out open and honest feedback beyond satisfaction. Customer or Patient Experience Management is not easy and there are no shortcuts. Experience Management forces you, if done correctly, to potentially face some uncomfortable truths about your healthcare organization. It will also give you those shinning moments of organizational success to build upon.

To survive you need to get the process of Customer or Patient Experience Management right the first time. Hospital volumes and admission are down and are not coming back to previous levels of utilization. People are finding high-quality, low-cost, well known established brand options to traditional healthcare providers to receive care. Once those purchase patterns are established they are very difficult to break.

Time to start asking the questions you never really wanted an answer too. And listening to those answers.

You can continue the conversation with me on:
LinkedIn: http://www.linkedin.com/in/krivich0707
Twitter: http://www.twitter.com/mkrivich

Michael Krivich is a senior healthcare marketing executive and internationally followed healthcare marketing blogger read daily in over 20 countries around the world. A Fellow, American College of Healthcare Executives as well as a Professional Certified Marketer, American Marketing Association, he can be reached at michael@themichaeljgroup.com or 815-293-147. Areas of expertise include: brand management; strategic marketing; sales and marketing integration; physician marketing; product launch; start-up launch and revenue growth; tactical market planning; customer experience management; rebuilding and revitalizing marketing operations; media relations; and service line revitalizations. Mike is Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni.

Read More