Hey Doc, Your Year to Connect

This year you’ll have 1000s of additional codes to choose from when you’re commenting on a patient file. You’ll have the challenge of meeting somewhat subjective patient performance expectations to maximize insurance reimbursements. And you’ll have more checkboxes to click in the EHR on your way to proving meaningful use. Sounds awful.

So, how will you make this a great year? You’ll connect.

Oh, not to technology though it’ll be there to facilitate the connections. But to people in ways that have proven challenging for some but profitable for others. And by ways, I mean social media, smartphone apps, and iPads. Still it’s not about the ways, it’s about the connection. It’s about the patient.

So, I thought you might enjoy three ideas that could help you achieve your purpose – the best health for your patients – and frankly help you suffer the codes, surveys and systems. Choose any one of them and you’ll be back to medicine.

First, use Social Media.

By now you’re aware that the tools we call social media have permeated our culture. They’ve raised expectations for openness. And they created expectations of connectedness. Here, however, are three specific platforms and ways to improve connections.

Facebook – yeah, the growth of teens has slowed but they’re not your patient. Make Facebook a place to share information that is helpful to others but not about others. Do this one thing, find a trusted content source and wrap your brand around it.

Pinterest – women are the primary decision makers when it comes to healthcare. Start a Pinterest account and make three boards. One should be the role of diet on those who have health issues related to your specialty. The second, a board the features exercise tips that benefit your patient community. And the third board, inspiration. Offer encouraging quotes, images of famous survivors or champions, and images that rest the soul.

Instagram – yeah, you’re right it’s for pictures. It’s the fastest growing and most popular app among the next generation of decision makers. Know how to take a picture of anything from equipment, to your staff, to things that give others a glimpse into what you find relevant.

Second, find an app. Don’t make one. Find one.

Sure you could make one but that’s really not necessary. There are hundreds of health apps that can make a difference in the wellbeing of your patient and might even prove helpful to you. We’ve written about them in Memphis Medical News. Click here to learn more in less than 700 words.

Third, tell a story.

iPads and fancy e-readers are the top of a lot of Christmas lists this year.  And you can put them to work for your practice. This idea is especially useful if your patients have chronic illness (i.e. diabetes), potentially life threatening diseases (i.e. cancer) or are expecting children (i.e. obstetrics, gynecology or pediatrics). It starts by imagining that you’re sitting with a patient to tell them what you do, what they might expect through the time you spend together, who your referring specialties are, what technologies you’ll use, resources that others find helpful and are willing to do so in a manner that deepens relationship instead of sending them around the web finding these things on their own.

Hey Doc, 

Don’t do these things because everyone else is doing them.

Do them because it will help improve the connection between you and your patient community. It will improve the nature of the dialogue that occurs when you’re with a patient or trying to explain an issue to the patient’s family.

Do it because it creates a deeper connection between you and the patient. A connection that new codes and checkbox-rich EHR systems don’t understand but that you know will lead to better health outcomes.

Do it because you’re a care giver; a healer. You’re all about the patient.

Do it because in this age of systems and policy changes, the one thing that can always change for the better is your relationship with those who count on you; the patient.

Yep, this year you’ll be asked (heck required) to do a lot of things. So, why not do at least one thing you like? 

Hey Doc, Pay it Forward

Every Sunday night physicians from all over the globe gather online to participate in a community twitter chat. They use the hashtag “hcsm”. It stands for healthcare social media. It’s like a speakeasy’s not so secret password used to connect the stream of tweets between the medical pros.

Mostly the conversation revolves around what should be shared, protecting patient confidentiality and which social platforms work best. But every few weeks the question of money comes up. Specifically, should doctors get paid for using social media?

The deft communicators work around the subject with carefully phrased tweets. It’s a little boring. So, I tried to imagine what the responses might be if the conversation was happening at a cocktail party and not online. I think it might go a little like this:

The early adopters like my friend Dr. Howard Luks might say, “I think we have a responsibility to be part of the conversation.  All of us should be participating in some way.  Ideally we should be making the stuff that starts conversation.  At a minimum we should be contributing to the dialog.”

His friend who leads a successful OBGYN practice might answer, “But there are only so many hours in a day.  Turning my ideas and experiences into tweets and posts takes time and energy that’s hard to work in between my clinic work, deliveries and family obligations. I don’t have time to whip up even the fifteen-second videos now seen on Instagram.”

“Oh, you two” the communications person from the office noses in to say “that kind of work is just part of maintaining a professional reputation.  The marketplace belongs to whoever finds the time or resource to translate what they know and share it with others.”

Look, I believe that some providers should be paid to participate professionally.  Maybe the big health systems and larger practices should dedicate staff to sharing, curating, talking and making content for social media.  It would be more than a public relations move. They’d be able to share their expertise in such a way so as to become a sort resource for the smaller practices, patients and family members of those with chronic health concerns.

Sharing information that is helpful to others via social media and providing hands-on patient care should not be seen as mutually exclusive, but rather as complementary.

And so as my imaginary cocktail party winds down one physician might say to another, “Hey Doc, only you know whether or not a public presence is the best use of your time but people value our voice and wisdom. And whether or not there’s a billing code for it, until we can get paid, I say let’s pay it forward.” And the other would reply, ”Let’s do it."

Want to talk about it? Find me www.twitter.com/timbigfish 

ToyStory and Your Brand

An anxious Woody says, “Look I just need to get out of here.” Buttercup responds, “There is no way out!” Woody stares back at him in horror. Buttercup (laughing) says, “Just kidding. Door’s right over there.” That’s when it hit me. It’s not the CGI that makes the ToyStory franchise work. It’s the credible story telling, compelling characters, and great audience experience. And, that’s the essence of any great brand.

When the ToyStory franchise launched the buzz (sorry Mr. Lightyear) was all about the technology. The computer animation that brought the characters to life on the big screen was the first of its kind. But we’ve seen all of that now. CGI is everywhere. The franchise has been sustained by entertaining plots and endearing characters. And, there are some lessons in their success that serve all brand owners. Here’s a few:

The Characters – how does your organization connect with a diverse audience? At Bigfish, we strive to develop personal messages (some call them key messages) that support the brand idea but connect with individuals. I for example am a Woody fan. He’s more nerdy than cool and can at times be impulsive but his core values are never in doubt – be a friend.

The Story -- your prospects and customers don’t engage a logo they embrace an idea. That idea evolves into an experience. The experience is the manner by which your brand connects with its audience. It’s the way your story becomes their story. And when your story is their story, you have a brand advocate (see my Advocates v. Followers blog).

The Plot – in the movie ToyStory3, Andy has grown up and is moving to college. He is about to determine the fate of the toys. They decide to take matters into their own hands. Can they? Likewise, your customer wants to participate. They have a stake in how their experience with you “turns out”. So, you have to ask yourself, “Where is my brand headed and is that a journey that my customer will take with me?”

Visual Effects – lest I be misunderstood, the visuals do matter. They have to align with the story. But be careful not to patronize your real audience in developing your visual identity. Case in point: Bigfish is developing a new brand and marketing communications strategy for a group of pediatric physicians. Great folks. During the discovery process our competitive research found countless websites featuring primary colors, building blocks, and stick figure kids on playgrounds. Time-out. The kids aren’t using the websites. The parents are. My point, don’t confuse story illustrations with your brand.

You get the idea. Effects are a platform. Stories create context. Plots relate your message content. Characters are the manifestation of your ideas. Each helps connect your brand with its audience.

You’ve got a friend in me, @timbigfish on Twitter or on Facebook at www.facebook.com/timcnicholson