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by Jenn Riggle
"A picture may be worth a thousand words," but to paraphrase a popular credit card commercial, "a video is ... priceless."
Videos have helped hospitals become better storytellers and create an emotional response with viewers, which ultimately, help drive engagement. Hospitals have used videos to humanize their brands, educate consumers, provide virtual tours of their facilities and provide real-time documentation of surgeries.
Each month, YouTube, the videosharing website, has 1 billion unique visitors, who watch more than 6 billion hours of video. It's no surprise YouTube has become the most popular social media platform among healthcare marketers.
And while YouTube may dominate the video space, two new video tools, Vine and Video for Instagram, are gaining in popularity. Since hospital marketing teams have limited resources, it's important for them to prioritize which video initiatives they should pursue.
by Jenn Riggle
When people think about aspirational marketing, they think of the glitzy conceptual ads for perfume, foreign cars and other luxury brands. You know the ones I mean--I grew up watching Chanel No. 5's "Share the Fantasy" ad with a woman daydreaming by the pool or Cadillac's "Red Blooded Luxury" that shows the next generation of Cadillac drivers.
Both ads are selling more than perfume or cars--they're selling a dream and way of life.
So how does this apply to hospitals?
Hospitals play an important role in the communities they serve, but no one really wants to have to use their services. It's sort of like having an insurance policy you never want to use.
by Jenn Riggle
The new buzzword in healthcare isn't a word; it's a bunch of letters--B2B2C.
Hospitals and providers are starting to develop business-to-business-to-consumer (B2B2C) applications to help them build stronger relationships with their patients, improve the patient experience and ultimately, help people manage their health.
A report from Minnesota investment banking firm Triple Tree highlights the evolution of consumerism in healthcare and how B2B2C models allow hospitals to create personalized tools that help consumers understand their healthcare costs and manage their health.
Once a staple in the e-commerce industry, B2B2C applications now are changing the way hospitals engage with patients. More importantly, they enable hospitals move away from promoting their service lines and quality scores to creating information that is jargon-free and meets patient needs.
by Jenn Riggle
With patient satisfaction now tied to reimbursement, hospitals are focusing on the little things that improve people's hospital stay. They're hiring consultants from Disney and Ritz-Carlton to teach them how to improve patient experience, address complaints and add a compassionate touch to serious medical care.
While these are important, they are only part of the equation. In today's multitasking world, people are trying to find ways to squeeze exercise and doctor's appointments into their already busy schedules. And with the rise of urgent care centers and clinics, people have more choices than ever about where they go to receive care.
That's why hospitals must remember one of the important tenets of customer service: Know your customer and provide services that meet their needs.
As I look back at all that was written and shared during this past year on patient experience, not only in my previous blog posts, but in the words shared by so many--patient experience leaders, caregivers, hospital administrators, physicians, patients and family members--I was moved to find compelling, powerful and even emotional themes.
As readers, you were drawn to the stories shared about the experiences people had and it brought home an important point. As much as we in healthcare strive to provide the best patient and family experience, enact effective strategies and tactics, and implement the required policies, we must remember we are patients and family members ourselves.
In the talks I share and in visits to healthcare organizations, I witness what I believe rests at the core of the healthcare experience--we are human beings taking care of human beings.
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