Princeton Partners Health: Thought Leadership

Thought Leadership

Princeton Partners Health regularly contributes its expertise and thoughts to various healthcare publications and organizations. Take a look at these valuable resources to help you with your strategic planning.

How the CEO can Save Money in Hospital Marketing and Advertising – When it comes to marketing and advertising, smart spending is important any time – but it is of particular importance as hospital CEO's seek ways to maximize the value and impact of their budgets. Here we explore the potential of service lines supported by marketing plans, internal communication of goals and objectives, and a renewed emphasis on tracking and accountability.

User Experience and Your Hospital Website: Pathways to Profitability – Direct connections to your most profitable service lines. Easy online appointments. Your hospital website is more than a repository of information – it can be a direct pathway to increased profits. Akin to digital wayfinding, user-experience design (UX) ensures that your website delivers on profit–driving goals using research, testing, and proven design techniques that guide visitors directly to the information you want them to find. Grounded in strategy and centered on defined goals, it’s the next level of website design.

Why Elevating Marketing is Critical to Success – In 2009, Princeton Partners teamed with HealthStream Research to get the pulse of marketing in healthcare. An interesting theme emerged: organizations that value strategy and research exhibit both a deeper understanding of marketing’s role and perceive a greater strategic impact from their marketing team. This month, we’ll explore why elevating that role is essential – and why that begins at the top.

Building a Powerhouse Brand – With intense competition in the health marketplace, a strong brand is essential. It is not only vital to define your market position and build a careful, strategic marketing plan to tell a solutions-based story – indeed, it is vital to build a brand.

Strategic Planning in Healthcare: Three Opportunities to Improve Outcomes – How does your organization approach strategic planning? Do you back it financially? Historically, how many of your aims have been achieved? Based on our recent survey, we’ll look at how proper financial backing, market research, and early marketing involvement impacts outcomes.

Where They Stand: A Comparison of Healthcare Reform Policy Platforms – This comparison tool summarizes the major stakeholders’ healthcare reform policy stances, gleaned from these organizations’ official communications and major news sources. As you will see, there is a considerable amount of concern for a government-run health insurance option. Additionally, each organization is proposing a policy platform that advances healthcare and creates efficiencies by re-engineering incentives of the existing system.

How to Create a Smart Brand – One of your organization’s greatest assets is its brand. It is represented by everything you and your employees do and manifests itself in your message positioning, your creative advertising, and your communications. To clearly distinguish yourself in the marketplace, create a smart brand. A smart brand keeps its promises. It is compelling, distinctive, and relevant. Creating a smart brand doesn’t happen overnight. It’s a long, complex process of discovery, research, and creative exploratory. However, for the sake of brevity, the following article outlines this process in its most simplistic form.

Social Networking: A New Paradigm (Model) for Women’s Health – This presentation that took place at The Snowmass Institute’s 25th Spring Conference: Achieving Success in Women’s Health takes a unique look at how women are networking online and offline around the topic of women’s health. Take away the key steps to creating a dynamic, game changing, social networking model for your women’s health program or service line.

Finding New Opportunities During Times of Crisis – Has the current economic crisis paralyzed your organization? By allowing this crisis to dictate your organization’s actions, you risk missing the boat on new opportunities. However, through strategic planning and creative marketing, you can build a growth-oriented organization during a time when your competitors are scaling back.

Gaining a Competitive Advantage with Patient Portals – To be a pioneer and give your hospital a competitive advantage, you must empower your strategic planning, marketing and IT teams to work together and create true value for stakeholders. Hospital CEOs are recognizing the strategic effect Patient Portals have on physician loyalty, nurse recruitment and retention, and patient satisfaction.

Connect Branding To The Bottom Line – In healthcare’s highly competitive marketplace, your brand has to be something extraordinary. It must evoke a positive rational as well as emotional response from all your stakeholders including patients, physicians, employees, and donors. There is a reason people choose one healthcare brand over another. Knowing how your marketing initiatives are working, and more importantly why they are working, is a necessity to compete in the healthcare arena. The power of a brand is in its ability to drive the bottom line.

Social Media: New Avenue To Two-Way Relationships – If your traditional healthcare marketing strategy isn’t succeeding, social networking might be the cure. A Forrester consumer poll conducted in the second quarter found that 75 percent of Internet users participate in some form of social media, up from 56 percent in 2007. Since online social media now gives marketers the ability to build and measure these connections, strategic healthcare organizations are using social marketing to develop effective strategies that drive results.

New Technologies & Tactics in Healthcare Marketing – Take a look inside this presentation that took place at the Healthcare Association of New York State (HANYS) Conference. Learn about healthcare trends regarding new technologies, and how you can apply these findings to every aspect of your organization.

Top Five Tips to Maximize Your Marketing Efforts on a Shoestring Budget – No one is immune to our current economic crisis and healthcare systems around the country are feeling the pinch. To that point, it’s more important than ever to improve department efficiencies. Take a look at these tips to see how you can deliver the same high-quality work with minimal resources and budget.

Our Lady of Lourdes Medical Center

SITUATION:

Our Lady of Lourdes MedicalCenter, in the heart of Camden, NJ, is an acute care hospital that offers a full range of health services to urban residents and the greater Camden area. With a 40% increase in admissions in the preceding 15 years and little expansion, the medical needs of the community were exceeding the hospital's capacity. As Lourdes planned and constructed a new $54 million facility adjacent to the existing hospital, neighborhood residents in this crowded urban setting were distrustful, concerned and vocal. Lourdes needed to involve and win over the immediate neighbors, introduce the benefits of the new facility to the community at large and stimulate support for the hospital's expanded services and growth.

SOLUTION:

Princeton Partners Health created a comprehensive communications outreach plan over a period of six months to build awareness and anticipation within the community, support hospital fundraising efforts and culminate in the building's opening. The agency's aggressive media outreach resulted in numerous stories airing on ABC, NBC, FOX, CBS and broadcast radio. Articles appeared in daily newspapers across New Jersey, as well as regional and community newspapers, business and trade publications. And the Community Open House and Dedication attracted more than 1,500 neighbors, community residents, donors, and officials to the new facility for screenings, entertainment and tours of the new Lourdes Pavilion.