Mar. 1, 2010 at 4:19pm

To engage, or not engage – is that really the question?

Posted by Guest Blogger in Care Line Marketing, Community Relations, Planning and Strategy
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©iStockphoto.com/webphotographeer
 

(Debra Carnes is a senior advisor at JayRay Ads & PR)

If hospitals are still determining whether to play in the social media sandbox, my suggestion would be to get your bucket and shovel, and join in.

Feb. 10, 2010 at 2:05pm

Make your copy scannable

Tips for keeping eyeballs on your on-screen message

Posted by Guest Blogger in Community Relations, Internal Communications, Media Relations, Publications
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©iStockphoto.com/skynesher
 

As much as I hate to admit it, I’m part of the majority of on-screen readers who don’t read but scan. Jakob Nielsen found “only 16 percent read word-by-word.”

The barrage of e-newsletters and announcements in my e-mail inbox provides an opportunity to observe what gets my attention. A couple recent examples:

Jul. 20, 2009 at 2:57pm

Fresh eyes and brand blight

Posted by Kathleen Deakins in Branding, Community Relations
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“The map on the Web site routes visitors along a rundown block of houses rather than the grand tree-lined street to the campus entrance."

“Signage at the entrance leaves visitors confused about where to turn."

These are the first impressions of the new marketing director for a health care campus. How many prospects were similarly turned off?

Jul. 1, 2009 at 2:09pm

If hospitals were more like Starbucks

Posted by Shari Campbell in Community Relations
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I dropped by Starbucks recently to pick up a couple coffee cards—gifts for some patients who appeared in cardiac ads for one of our clients. In a hurry, I sprinted to the counter, grabbed two cards and gave them to the barista.

After up-selling me a latte, she promptly gave me the receipt and encouraged me to go online (Web site is on the receipt) and complete a customer survey. “It only takes a few minutes, it helps us improve our products and services” she pleaded, “and you’ll get a free beverage!”

May. 14, 2009 at 4:44pm

Rx from a recessionista

Posted by Guest Blogger in Community Relations, Planning and Strategy
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“I'm not home, but my shoes are. Leave them a message.” Beep.

So goes the greeting on the answering machine of one Carrie Bradshaw, the shopaholic protagonist on TV’s “Sex and the City.” Like Carrie, I love shoes. Unlike her, I’m into bargains. And I’m talking more than shoes—clothing, groceries, appliances, you name it. But there’s one notable exception: Health care.

Navigating clearance sales? Easy. Selecting insurance plans and buying prescriptions? Forget it.

Apr. 27, 2009 at 11:40am

Thanks, Mr. Blue

Posted by Guest Blogger in Community Relations, Planning and Strategy
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Recently I posted an account of my frustrating experience with my insurance company’s patient access Web site (Singing The Blues: Delivering on your promise). The initial problem was the customer-unfriendly login.

Mar. 11, 2009 at 11:25am

The walk-talk disconnect

Posted by Kathleen Deakins in Branding, Community Relations
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I passed a McDonald’s filled with hospital employees recently as I walked down the hall of a major medical center. I took note because a few days earlier, a health care employee several states away had mentioned that same in-house McDonald’s as an example of a hospital not walking the talk about employee wellness.

Actions speak louder than words, you might say. The unbreakable lease signed 15 years ago still speaks today.

Feb. 26, 2009 at 2:58pm

Singing the Blues: Delivering on your promise

Posted by Guest Blogger in Community Relations, Planning and Strategy
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My big Mr. Blue health insurance company sent me an HTML newsletter based on its customer Web site, which I’ll call, “MyRudeness.com.” In spite of Mr. Blue’s statement that my experience with its Web site is important, my real experience was the opposite. I share my story in hopes it may help you. And I offer some tests that you can use to avoid similar traps.

Jan. 21, 2009 at 8:34am

Electronic conversion or confusion?

Posted by Kathleen Deakins in Care Line Marketing, Community Relations, Internal Communications, Publications
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Think it’s time to ditch your paper newsletter for an electronic version? We’re hearing that more and more. We’re also hearing that sometimes losing the paper is a mistake. Here are some of the arguments for and against electronic newsletters:

Jan. 8, 2009 at 11:43am

Free promotion is a tweet

Posted by Kacie McKinney in Community Relations, Planning and Strategy
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I bet that a few years ago you would have laughed if I told you there was a way to get free advertising, publicity and networking just by typing two sentences and clicking a mouse. Read more

Dec. 17, 2008 at 9:50am

Nix the news conference

Posted by Kathleen Deakins in Community Relations, Media Relations, Planning and Strategy
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When is a news conference the wrong answer? Most of the time. That practical lesson came to mind last week as I thumbed through an organization’s crisis communication plan.

Oct. 29, 2008 at 12:03pm

Making the best of the worst:

Communicating in times of crisis

Posted by Shari Campbell in Community Relations, Declassified, Media Relations
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“The government surveyor approved our process.” “We don’t want to sound apologetic.” “He shouldn’t have been doing that!”

When faced with a tragedy or difficult issue, it’s not uncommon for finger pointing to spread through an organization like wildfire.

Jan. 25, 2008 at 2:40pm

The three markers of transparency

Posted by Kathleen Deakins in Community Relations, Internal Communications, Media Relations
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What it means to be transparent can be murky.

I remember years ago being uneasy following surgery when I felt my doctor had left out important information about my procedure. Would I have recovered faster if I had a different surgery? Why was my surgery in the facility across the street from the hospital? Why wasn’t I warned that I would receive a separate bill from the anesthesiologist?