Category Archives: Providers

Why your 2019 media strategy won’t work in 2020

In 2020, health care marketers will fight for consumer attention against a House impeachment investigation of Donald Trump, the 2020 Summer Olympics, and a presidential election with more than 14 candidates. Consumer acquisition strategies that rely on mass media — television, radio, and others — are going to be expensive. They’re also likely to underperform. […]
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How to make systemness work for you — and your stakeholders

Health system mergers and acquisitions have produced large-scale organizations in markets all across the country. But many are struggling to achieve true value from their scale. Leaders need to recognize that achieving systemness is a journey that requires a purposeful strategy. It must evolve as the system matures.   Early in the journey, organizations naturally focus […]
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What chief marketing officers should be thinking about for 2020

As part of our series with marketing expert Jason Brown, CEO of BPD Advertising, a partner organization of the Optum Consumer Acquisition Services solution, we sat down to discuss how consumerism is changing marketing practices and what health system chief marketing officers (CMOs) should be thinking about as they prepare their 2020 marketing plans. What […]
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How to better reach consumers — even with a strapped budget

Health care marketing executives are in a difficult position. They are told they need to appeal to more consumers — without increasing their budget — to demonstrate a return on the invested budget dollars to the health system leadership. Here, we provide several tactics to demonstrate trackable ROI on marketing campaigns without blowing the budget. […]
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Why health care marketers should never target women 35–54 again

Q&A with Brown Parker & DeMarinis CEO, Jason Brown on how to hyper-personalize your marketing strategy For health care marketers, targeted marketing tactics are nothing new. Usually broken down by age brackets, household income or gender, these demographic buckets have historically helped health care organizations reach and bring in the ideal patients for their strategic […]
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Breaking down the new price transparency executive order

On June 24, 2019, the president issued an executive order on health care cost transparency. The overall aim was to “enhance the ability of patients to choose healthcare that is best for them.” Since the initial executive order, additional guidance has been released (CMS-1717-P) that requires hospitals to post their contracted rates with commercial payers […]
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Special topic: An Optum Forum 2019 preview

More than 1,500 clients, partners, industry analysts and health care leaders will attend Optum Forum 2019 in Las Vegas next week. The annual health care event will feature thought-provoking content delivered by industry-leading speakers, interactive experiences, and extensive opportunities for our guests to connect and share. Moving health FORWARD The Optum Forum theme – FORWARD […]
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Not 100% on board with risk? Best practice moves to help you move into risk confidently

A Q&A with value-based care expert, Jeremiah Reuter Almost 10 years into the Affordable Care Act (ACA), value-based care has undoubtedly hit its stride. From commercial to federal payers, nearly every organization and provider has started engaging in risk-based contracts. And while some have embraced the change, many still have more work to do before […]
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Enhancing the precision of clinical decision support

Many hospitals and health systems have invested extensive time and resources developing and implementing clinical decision support (CDS) to help improve patient outcomes. As a physician, I believe we achieve the best outcomes when CDS technologies work in-sync and at the speed-of-care delivery to ease clinician cognitive burden and provide timely patient-specific evidence-based guidance at […]
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Reducing clinical variation: Does it limit or enable patient care?

Reducing clinical variation continues to be a hot topic in health care. However, it’s the idea of reducing or eliminating variation that makes many physicians who may not like the idea of standardization take pause. As a physician myself, I understand the concern and have had the opportunity to see how evidence-based medicine can be […]
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