MassMedia Medical Marketing & Media VOL 9

VOLUME 9w w w.M a s sMEdia hE a Lt h.cOM

ReseaRch Patient

satisfaction – A Crash Course

Page 6

Media Buying for the Medical Professional

Page 4

What to Do When a Reporter Calls

Page 8

Health Consumers in Southern Nevada

Page 10

satisfied Patient

satisfied Patient

2 • MassMedia Medical Marketing & Media Review • Volume 9

04 MediaBuyingfortheMedicalProfessional

08 WhattoDoWhenaReporterCalls

10 HealthConsumersinSouthernNevada

06 ResearchandPatientSatisfaction–ACrashCourse

Table of Contents

PagE 4 PagE 8 PagE 10

Articles Featured Article

MassMedia Medical Marketing & Media is published quarterly by MassMedia Healthcare Marketing 2863 St. Rose Parkway, Henderson, NV 89052. Telephone 702.433.4331, fax 702.433.4566, www.massmediahealth.com.

Postmaster: Send address changes to MassMedia Medical Marketing & Media, 2863 St. Rose Parkway, Henderson, NV 89052, or call 702.433.4331.

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2012 AwArd winner

Networking and Relationship Building We provide our members numerous opportunities for connecting with other industry professionals through educational programs, social events, health care forums and annual conferences. Our members sit on various committees, associations and coalitions, affording them opportunities to network with other colleagues and community leaders.

Government Advocacy CCMS and NSMA work with regulators and elected officials to evaluate the legal and regulatory landscape in health care. CCMS and NSMA developed the State Legislative and Regulatory Strategic Plan to ensure a collective voice on legislation that affects how physicians practice medicine and the delivery of quality care to their patients. Our full-time lobby team monitors proposed legislation and introduces bills that protect physicians and patients.

Continuing Medical Education The NSMA accredits seven organizations throughout the state to provide accredited Continuing Medical Education (CME) activities. We also provide a series of CME courses for physicians and practice managers in the areas of current health care topics, including the Affordable Care Act and ethics, which is mandatory for Nevada License renewal.

Communications Health care is an ever-changing industry, and keeping up with all of the changes and regulations can be overwhelming to physicians, patients and practices. CCMS/NSMA provides ongoing updates on regulatory issues pertinent to you, so you can focus on serving your patients. We provide weekly and monthly online newsletters on the topics of practice management and enhancement, politics and policy updates. The CCMS website is available to members of the public seeking physician referrals and generates more than 1,900 online referrals. Our website is updated daily so our members have access to current news and information. The CCMS County Line newsletter is a monthly publication which provides current news and information, and we also publish an Annual Membership Pictorial Directory.

Practice Management Assessment – Free to Members Improve your practice’s performance with a complimentary Practice Assessment by our practice management specialist. Receive a complete evaluation of your revenue cycle policies and procedures to ensure your practice is compliant and running as efficiently and effectively as can be. Our specialist will work directly with your office and practice managers through the process— leaving behind a policy and procedure checklist and a compliance action plan. NSMA/CCMS also hosts an annual Third Party Payer Roundtable where physicians and/or their practice managers meet one-on-one with all major payers on billing issues. Each issue is followed through by the NSMA to the resolution to ensure action is taken by both parties.

Community Health and Public Relations CCMS works to promote a positive image of health care in our community by proactively promoting positive messaging in our healthcare community. We host a biannual mini-internship program where we invite non-physicians, such as elected government officials, judges, educators, media representatives, and consumer advocacy groups to shadow a physician for a day. All participants are brought together at a debriefing to discuss their experiences. We collaborate with other community coalitions on patient access and safety, such as the Safe Injection Practice, Nevada Tobacco Prevention, Nevada Network Against Domestic Violence and Immunize Nevada coalitions to name a few. Society members may participate on the CCMS Speakers Bureau, giving them the opportunity to represent the society when called upon by the media and present to the public at various community events and conferences.

Benefits and Discount Programs Money you don’t have to spend goes directly to your bottom line. Members can receive an immediate return on investment by taking advantage of the various discounts extended exclusively to CCMS/NSMA members. These products and services range from 5-10 percent discounts on malpractice and disability insurance, group health insurance, hospital credentialing renewal fees, legal services, merchant services and EHR and practice management software licenses. In addition, discounts are also offered for innovative technology, training, hardware, network installation and mobile applications.

The Clark County Medical Society (CCMS) is a leading physician organization that has served Southern Nevada since 1955. As a membership organization, the medical society is comprised of physicians, students, residents and physician assistants who share the goal to preserve and foster a physician-friendly environment that protects the physician-patient relationship and the delivery of quality health care to Southern Nevada. One of the many valuable benefits of membership is that when you join CCMS you are also joining the Nevada State Medical Association (NSMA). This joint membership equals

more resources, more access and more representation for our members. CCMS/NSMA employs a collective team of professionals with experience and expertise in a variety of industry specific backgrounds. These areas of expertise include practice management, government regulations, and business and community relations. Our team is accessible at our corporate offices both here in Las Vegas and in Reno. Our members are represented on a local, state and national level as we serve on more than 100 different boards, commissions, committees and coalitions. The central mission of the Clark County Medical Society and the Nevada State Medical Association is to serve the needs of physicians, their patients and our communities with responsibility and integrity.

Please contact the CCMS office at 702.739.9989 or visit our website at www.clarkcountymedical.org for information on how to join.

The Value of Membership


Advertising

PamMyers—@pammyers310

Media Buying FOR THe MeDiCAl PRofeSSioNAl

Pam oversees media planning and buying for MassMedia’s health care accounts, including HealthCare Partners of Nevada, Women’s Cancer Center, United Blood Services and Red Rock Fertility. She brings more than 11 years of strategic marketing and advertising experience to the department.

The foundation for any successful media plan is identifying the target audience and focusing on the mediums that will reach them. MassMedia uses the industry’s top research tools, such as Scarborough, to dig deeper into the habits and behaviors of patients in Southern Nevada. Many of our clients are surprised to learn the profile of their target audience. For example, men are consumers of health care but research shows that women are the primary decision makers. This key information allows us to target the right audience effectively.

My job doesn’t stop once the buy is placed. We account for all of our clients’ placements and spots to ensure they are running according to contract. Just because a buy is finalized, it doesn’t mean the campaign will run 100 percent accurately. Much of our time goes into verifying our campaigns and we sometimes catch discrepancies, such as missed spots or print issues. This would otherwise go unseen and calling attention to these errors means we can negotiate additional exposure at no cost to our clients.

It’s beneficial for businesses to use an agency for many reasons. For one, they can tap into the agency’s buying power. MassMedia purchases millions of dollars in advertising each year, which means all of our clients benefit from the low rates of our large overall spend. We also maintain great relationships with the various vendors to secure the best rates as well as added value and premier placements. MassMedia also uses SmartPlus, a media buying software, to make the buys more efficient, monitor our clients’ campaigns and track success.

Media planning and buying is actually fun! With sufficient time allotted for planning, strategy and negotiating, the final buy is symbolic of all the hard work that has gone into it. I also really enjoy the positive feedback from my clients and hearing how their advertising positively impacts their businesses. H

Q: What is the most important aspect of putting together an

effective media buying strategy?

Q: What would people be surprised to know about

the media buying process?

Q: What are the benefits of using an agency to plan

and buy media?

Q: Any final thoughts or words of wisdom?

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Featured Article ByMattSeltzer—@MatthewSeltzer

ReseaRch Patient

satisfaction – A Crash Course

As far as you know, you’re doing everything right, but somehow you get the feeling your patients aren’t completely satisfied with your medical practice. But how do you know? You could ask your patients if they’re satisfied, but they might be “polite” and not tell you the truth. They also might not even know – how do you really define satisfaction? If only there was a way to get to the bottom of your patients’ satisfaction…

enteR ReseaRch. Your patients have the answers, and they’re willing to give them to you – you just need to know how to ask. Doing market research can save time and resources, and when it’s all done, you’ll have a clear idea of how your patients really feel about your practice.

So how do you do it? A strong option is to implement a survey, probably by giving it to your patients at the end of their visit. Anonymous, written surveys let patients feel that their honest answers are safe, and you’ll get real responses rather than courteous quips. But this still doesn’t address patient satisfaction directly – you can’t just ask patients if they’re satisfied because, as we said, they probably don’t even know.

Let’s taLk Patient satisfaction.

First, you’ll want to break down what satisfaction truly is. Think through the patient experience. Do they want

to be comfortable? Do they want a talkative staff? Do they want to be in and out quickly? Take your ideas into consideration and write them down. Piece together what really constitutes satisfaction, and you’ll be on your way to writing your survey.

Now, bring your ideas together. Patients are daunted by long surveys, so combine your ideas into just a few specific elements that you think embody satisfaction; these are going to turn into your survey questions. Do they address comfort? Do they address timelines, or possibly knowledge? Whatever ideas you have, they’re the aspects in which you want your business to excel, which means you’re really thinking about the patient experience.

next, teLL a stoRy. Your ideas probably address various parts of patients’ visits, so put them in order. The waiting room category should go first, the diagnoses category should go last, and the rest goes in the middle in the order that it

happens at your business. The order of operations here is going to help patients think through their experience as they answer your questions, so follow the logical timeline.

now you’LL cReate some questions.

There are many types of surveys, but for this article we’re going to go with quantitative. Don’t worry about that word; just know it means quantity. Can you place a quantity on your patients’ responses? A “fill in the blank” answer can be great for learning, but those surveys make it impossible to say that 25 percent of patients think this and 75 percent of patients think that. Instead, put together multiple choice questions that patients can easily complete. You could ask them to circle which options they think are important in a waiting room, and you could easily calculate how many patients want more comfortable chairs and how many patients want more entertaining shows on the TV. Or

Volume 9 • MassMedia Medical Marketing & Media Review • 7

maybe even a scale – you could ask patients to rate different parts of your business from 1 (terrible) to 5 (great). This option gives you an average score for each question by combining all of their responses, and it gives your business a goal of increasing that score to the highest option.

finaLLy, it’s time to wRite youR suRvey.

Make sure everything is clear, and spell out instructions on top (like explaining that 1 is a bad score and 5 is a good score). Piece it together, print it out and ask staff members or a friend to fill it out. See if they get through it without any help and tweak it until it’s easy and quick. Once you’ve reached that point, you’re ready to go!

imPLement youR suRvey.

Give it to patients. Remember that the more patients that fill out your survey, the more accurate your average scores will be. One survey should never make or break your business; you always need to look at the bigger picture. Sample size (the amount of patients who complete your survey) is important, and the smaller the ratio between the amount of patients who have completed the survey and the amount of patients you have, the more accurate your results will be.

now, at Last, it’s time you tabuLate youR data.

Keep track of all of your responses in a big spreadsheet, and add new data as it becomes available. These scores are going to tell you what your patients want, and after all of

your work, you’ll have a blueprint for what will make them feel satisfied. All that’s left is to make some business changes based on your findings and keep implementing your survey to see if these changes had an impact. You could do it on an ongoing basis, or even keep track of scores from month to month to compare your numbers over time.

it’s that simPLe!Of course “simple” is a relative term, as there are many different research methods and each has its place. To really dig in, you could benefit from contacting a professional marketing firm to help you with your research, or try to find a stock survey online. To get you started, we’ve put together a handy survey with this issue. Just go to our website at www.massmediacc.com/uploads/mmhc_survey_packet.zip and print out as many copies as you need.

You can also download an excel file to input your responses, and be sure to check the “results” tab to see what you can do to improve your business.

Good luck with your newfound research skills! It’s time to address patient satisfaction! H


Media Relations ByScottKerbs—@Scottkerbs

WhattoDoWhena Reporter CallsReceiving an unannounced call from a member of the media can be a nerve-wracking experience, especially for those who are unaccustomed to dealing with journalists. At MassMedia Healthcare Marketing, we recommend you enlist the support of a qualified public relations team to guide you through the process by developing strategies and message points for media interviews. The support of a PR agency — especially one composed of industry experts and former news reporters — can make a significant difference in securing positive coverage for your practice.

However, if your situation does not allow for the assistance of PR professionals, here are a few basic steps you should follow when receiving calls from the media.

Don’t respond to questions immediately Reporters often work on strict deadlines and seek to gather information from expert sources on the spot. When a reporter calls, avoid the temptation of answering his or her questions immediately. Agreeing to an interview at a moment’s notice is not in your best interest.

Gather information During the initial phone call, it is your responsibility to ask questions about the story and attempt to determine what the reporter hopes to accomplish. This will help you decide whether the coverage will benefit your practice. If the reporter is working on a story that could damage your reputation or you are dealing with a crisis situation, it is probably time to seek assistance from qualified professionals.

Don’t panic Members of the media are not typically out to get you. Most are honest, hard-working individuals who simply want to inform their readers. If you are up to the task, you can help journalists accomplish this goal by providing relevant information and analysis.

Schedule an interview If you feel comfortable commenting on the issue in question, schedule a time to speak with the reporter. Setting up an interview rather than answering questions on the spot will provide

adequate time to conduct the necessary research and develop message points.

Don’t be afraid to say no If you don’t feel comfortable discussing a particular topic, be honest with the reporter and politely decline the coverage opportunity. You can’t be an expert on everything, and feigning knowledge only serves to damage your credibility and waste the reporter’s time.

Suggest another source If you are not the right fit for the story, you can still help the reporter by recommending a colleague who would serve as a better source. Journalists are grateful for this type of assistance, and it could help you obtain coverage in the future.

Do your research Set aside time to research the topic of the story. Even if you are a cardiologist and the topic is heart health, it never hurts to brush up on the facts and develop message points for your interview. It is also essential to research the reporter. A quick Google search should provide you with access to a wealth of the reporter’s past stories. Do you feel comfortable with the content he or she has produced in the past? Does this reporter treat sources fairly? These are questions you should consider.

Respect deadlines Reporters often work on more than one story at a time, so it is important to help them meet their deadlines. Call the reporter back and respond to emails in a timely manner, even if you can’t serve as a source.

Stick to your message Develop a list of message points and use them throughout the interview. In most cases, your message points should include key facts and details about how they relate to your practice. During a phone interview, you should have a copy of the message points in front of you. Choose your words carefully and remember that nothing is 100 percent off the record. When you are speaking with a reporter, you should assume the interview has already started.

Give the reporter some help Speak clearly and concisely to provide the reporter with usable quotes. Try to avoid jargon that others outside of your industry would not understand. Make sure your information is accurate and relevant to the topic at hand. Reporters often circle back to their most trusted sources, so take advantage of the opportunity to prove your value. H

For more helpful media relations tips, contact MassMedia Healthcare Marketing at 702-433-4331.

We can reach your target audience. MassMedia Healthcare Marketing focuses exclusively on advertising

and public relations for Nevada healthcare providers, with capabilities that include everything from social

media to advertising to media relations and beyond. In other words, we’re here for the health of your

business. massmediahealth.com

F cus.

For new business opportunities, please call Paula Yakubik at 702-433-4331 or email [email protected].


ByGeorgeannPizzi—@gpizziCommunications

HealtH consumersIN SoutherNNEVADA HOW DO YOU ENGAGE TODAY'S HEALTH CARE CONSUMER? When you take a look at the stats for Southern Nevada, three predominant themes emerge: mobile, search and social media.

MOBILE AND SEARCH

90%

46%40%

OWN A MObiLE pHONE

OWN A TAbLET OR SMART pHONE ACCESS THE iNTERNET

fROM THEiR MObiLE pHONE

15% HAvE SEARCHED ONLiNE fOR A DOCTOR or health information in the past 30 days alone

Volume 9 • MassMedia Medical Marketing & Media Review • 11

SOCIAL MEDIA

TRENDS

of ADults usE

GOOGLEEVEry moNth

85%

3 in 5 adults 21-39

1 in 3 adults 50-69 have accessed Facebook in the past month

HAvE ACCESSED YOUTUbE iN THE pAST MONTH

1 in 2 adults 21-39

1 in 5 adults 50-69

The majority of social media mentions across all organization types are neutral

only 5% are negative

•NEWS•

HAVE NOT61% of

ADUlTS

READ A pRINTED NEWSpApER IN THE pAST WEEk

USE SOCiAL MEDiA TO fOLLOW THE HEALTH EXpERiENCES Of fRiENDS

Of ADULTS AGE 18-24 TRUST THE iNfORMATiON THEY fiND ON SOCiAL MEDiA

23% 90%

Here are some additional national stats that represent the overall shift in media behavior.

Sources: Scarborough’s PRIME LINGO and Ragan.com

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with capabilities that include everything from social media to advertising to media relations and beyond. In other words, we’re

here for the health of your business. massmediahealth.com

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MassMedia Medical Marketing & Media VOL 9