I recently had the opportunity to attend Healthcare Marketing & Physician Strategies Summit (#HMPS18) in Salt Lake City. This was my second time attending the conference and it was just as exciting and educational as my first experience
Consumerism and improving the patient experience dominated the conference with many sessions and exhibit booths dedicated to strategies, tactics and technologies that were designed to address the challenge of rising patient expectations. Many familiar names were exhibitors including: Lionshare, Stericycle Communication Solutions, Influence Health, ReviveHealth, MERGE Atlanta, Healthgrades, Tea Leaves, True North Custom, Evariant, and Hailey Sault.
There have already been some great summaries written about the conference. Most notably from:
- Dan Dunlop https://thehealthcaremarketer.wordpress.com/2018/05/01/hmps18-day-one-twitter-analytics/ https://thehealthcaremarketer.wordpress.com/2018/05/02/hmps18-day-two-recap-and-twitter-analytics/
- Jason Skinner https://www.truenorthcustom.com/blog/2018-healthcare-marketing-physician-strategies-tweets
- Steve Leibforth https://www.hospitals.healthgrades.com/hospitals/blog/key-takeaways-from-the-healthcare-marketing-physician-strategies-summit-hmpss-2018
Rather than write another summary I thought I would share some of the amazing resources that were shared during the conference – resources that I believe anyone in Healthcare that is involved in marketing or patient experience would find helpful.
One of the best resources was from Shawn Gross of White Rhino. In his session Shawn walked us through a “Micro-Moments of Patient Trust” journey map. This is about as succinct a map as you’ll find that captures the essential elements of a typical interaction with a non-chronic patient.
.@HCStrategists thx for an awesome #HMPS18! Great to see friends & make new connections. Many of you asked for the Micro-moments of Patient Trust Journey Map from my talk—here’s the ebook link w/visuals & template to create your own (not gated). https://t.co/wTSEMFOpVU #hcmktg pic.twitter.com/HmIUM9H0cr
— Shawn Gross (@shawngross) May 2, 2018
Amy Jose from Spectrum Healthcare Partners captured this enlightening chart from Cleveland Clinic that shows what social media channels they post to during the day. It wasn’t surprising to see that Facebook and Twitter dominate the chart, but what was a bit shocking was the frequency. Kudos to the Cleveland Clinic team for developing enough content to drive this level of social interaction.
— Amy Jose (@amyjose21) May 2, 2018
One of the undertones of HMPS18 was that the role of Healthcare Marketers is changing. Instead of being just a master of traditional marketing tactics, leaders will be expected to be master scientists as well. The Marketer Scientist will need to mix data analysis, systems thinking and technology prowess along with storytelling, branding and leading change.
— Lori Bonham Williams (@lorib_williams) May 2, 2018
This slide captured by Meghan Lugo from Jennings is a great reminder to anyone in sale or marketing. My favorite is #5 – focus on helping not selling. When you help someone, you create a real connection. Connection leads to trusted relationships and relationships are the foundation for any sale. True for Health IT software and equally true for healthcare services.
— Meghan Lugo (@Meg_Lugo) May 2, 2018
While at the conference I had the opportunity to be one of three audience members for a podcast recording hosted by Reed Smith and Chris Boyer. Interesting insights on Facebook and healthcare’s new “digital front door” were shared by the podcast panelists: @dandunlop @tmoore634RN @AndrewDRainey and JK Loyd
Live from #hmps18 – discussion on Facebook and the digital front door w/ @reedsmith @chrisboyer @dandunlop JK Lloyd (@eruptr), @tmoore634RN and @andrewrainey https://t.co/lWCRjuFxcQ #hcmktg #hcsm #mcsmn
— touch•point media (@touchpointpcast) May 2, 2018
Need help convincing senior management that you need to invest in service recovery? Check out these amazing comments from HCA patients that revised poor online reviews after the hospital made sincere efforts to make it right.
— Justin Willett (@willettjf) May 1, 2018
Linda McCracken shared a sobering slide about how much consumer experiences are influencing patient expectations – and rightfully so. I was surprised at how 45% of people will not travel more than 10 miles for routine care. Can anyone say tele-consults?
— Steve Weiler (@SteveWeiler111) May 1, 2018
Another great share from Amy Jose, this time a slide full of stats on patient and consumer digital health usage.
— Amy Jose (@amyjose21) May 1, 2018
One of the best sessions I attended at HMPS18 was this one with Renown Health CEO Tony Slonim MD @RenownCEOTonyMD and Chief Marketing Officer, Suzanne Hendrey @healthmktr. It was full of great tips and suggestions on how senior executives can engage with patient and the community in an authentic way that also helps drive towards the goals of the organization. Thankfully for those that couldn’t be there Dan Dunlop Periscoped the entire session.
— Dan Dunlop (@dandunlop) May 1, 2018
Finally, there’s this video shared by Paul Griffiths friend and CEO of MedTouch. It’s not a resource per se, but it is a touching video that tells his personal story and what’s driving him to improve healthcare.
Video is a great idea to make it authentic because it is literally in the voice of the author. Here's my story of growing up with a Dad with #MS and how my experience connects to the mission of @MedTouch : https://t.co/X5q2gNNaVn #hmps18
— Paul Griffiths (@paul_griffiths) May 1, 2018