Posted on May 29, 2014
In my last blog, I shared
why it's important for your CAH to build a women's health
program. The facts spoke for themselves. So let's move on to the
- Analyze before you strategize: Conduct a
demographic and needs analysis to identify gaps, overlaps,
challenges and opportunities.
- Drill down. Your CAH can stand out in women's
minds by personalizing services - and marketing messages. For
example, is your primary audience women age 55+ who enjoy gardening
and knitting or is it physically active, service-minded middle-aged
women? That leads me to my next point …
- Know what women want. Studies show that women
want to be treated like women - not just "consumers." This
female-centric focus encompasses everything from providing a
feminine décor and tranquil environment to communicating with women
on a personal level and making it convenient for them to engage
with your hospital and staff.
- Build a core area of excellence. Develop at
least one core service to build as a competitive advantage, (e.g.
breast health). As you establish your CAH as an expert in this
area, it can help build the perception that your hospital is a
leader in other areas of women's health.
- Mine your mix. "Women's health" goes beyond
OB-GYN. It's evolving into a multi-discipline mix of service lines.
Increase revenue by taking a cross-departmental approach to carve
out niches from orthopedics, cardiovascular and other high-margin
services your target audience needs.
- Don't underestimate provider relationships.
According to a 2011 Kaiser Women's Health Survey, most women (83%)
report that they have a provider they see on a regular basis. These
women maintain a consistent relationship with the healthcare
system, which fosters the use of preventive and other women's
- Think virtually. This goes beyond using
telehealth services. Many CAHs are building virtual women's health
programs with the help of their marketing department or an external
- Partner for progress and profit. Work with the
community and local organizations to provide women's services
beyond the scope of your hospital. This is an effective way to
build loyalty among healthcare's number one decision-makers who can
drive business to other areas of your organization.
I've worked with many CAH clients to help them build profitable
women's health programs. If you'd like to learn more about these
specific strategies and see case studies, don't forget to register
for my June 4 webinar, "How to Build a Women's Health Program in Rural
Healthcare." If you have questions prior to that, shoot me an
email or give me a call.
Posted on May 20, 2014
We all know that women make the majority of healthcare
decisions. But the reasons for building a strong women's
health program extend far beyond this well-known fact. For
starters, The Advisory Board Company (a global research and
consulting firm) found that:
- Women account for about 60% of hospital volumes.
- Women have significant unmet needs for health services.
- Nationally, women in the 45+ age group has grown 25% over the
past 10 years and is expected to grow another 14% over the next
And then there's the Affordable Care Act:
- Under the ACA, women's preventive healthcare, like mammograms,
screenings for cervical cancer, prenatal care and other services,
generally must be covered by health insurance plans - with no cost
- The law also recognizes the unique health needs of women
throughout their lifespan.
I hope these facts have caught your attention
Because they can point to profit for your CAH. The time is ripe
for your rural hospital to build a women's health program that
address the changing needs of women throughout their lives.
While OB-GYN will remain a core focus, it's time to think beyond
the "baby stage." An aging population - especially in rural
communities - translates into additional needs for breast and
heart health services, urogynecology, screenings for osteoporosis,
hormone therapy, management of chronic conditions and more.
Building a comprehensive women's health program can increase
revenue for your CAH while building a loyal following of female
patients, engaging them throughout every stage of their lives. And
don't forget: these women have a big influence on the healthcare
decisions made by other family members.
Now that we've established "why" your CAH needs to build a
strong women's health program, my next post will focus on "how" to
do it - regardless of the size of your hospital and its
staff. In the meantime, I'd be happy to field any questions
you have about this timely topic.
You can also register to attend our upcoming webinar, "Building
a Women's Health Program," to learn the best strategies for program
Wednesday, June 4
12 - 1 p.m. CDT
Presented by the National Rural Health Association Partnership
1The Advisory Board, Future of Women's Services:
State of Women's Services, September 2008.
Posted on May 6, 2014
In the worlds of rural and critical access hospitals, size is
typically an obstacle. But in our eyes, it's never about how big
you are; it's about how you position and market yourself. With this
idea in mind, along with commitments to quality and strategic
marketing plans, our clients have received national recognition for
patient and employee satisfaction and quality of care - despite the
fact that they are "small."
Recently, we've seen personal evidence of the truth of our motto
by receiving eight national awards through the 31st
Annual Healthcare Advertising Awards and the 2014 Aster Awards.
The Healthcare Advertising Awards are sponsored by
Healthcare Marketing Report and honor healthcare marketing
professionals for exceptional quality, creativity and message
effectiveness in advertising. This year's competition was one of
the largest with over 3,700 entries submitted by some of the
nation's largest healthcare systems and marketing/advertising
agencies. From this impressive pool, we were incredibly proud to
- A Silver award for the Telespecialists, LLC logo design
- A Bronze award for the Black River Memorial Hospital "Up Again"
- A Merit award for the Bone & Joint pain management primary
care provider piece
- Two Merit awards for the Holy Family Memorial "life.Empowered"
- Cardiology - "I beat the widowmaker"
- Orthopedics - "I made it out of the rough"
Awards are also an annual competition hosted by Creative
Images, Inc. It recognizes the nation's healthcare marketing
professionals who've demonstrated excellence in advertising. This
year we won:
- A Gold award for the Bone & Joint Walk-In Care
- A Gold award for the new Legato website
- A Silver award for the Black River Memorial Hospital "Hoopla"
It just goes to show that being smaller doesn't mean you can't
Visit our portfolio to check out the winning