tag:blogger.com,1999:blog-58222125860672765182024-03-06T15:02:06.256-05:00Laboratory MarketingMarketing Consulting for Home MedicalAnna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.comBlogger29125tag:blogger.com,1999:blog-5822212586067276518.post-34656946266055208572012-06-25T11:21:00.000-04:002012-06-25T11:21:39.955-04:00Monday Motivation | 4<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiD13BSldn6PACT21xf1mDHiMc2LPhGmVcazrYA3mpJ03JzTsrFERJl86ebq-Or0edxgeGTeqiQkHBburrmsWB5AiHpFY8QLgpwI15ATM9h7ReTeWVrT2QxxmLhdYlcJzcvFMSYcb4sPj0/s1600/mm_4.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiD13BSldn6PACT21xf1mDHiMc2LPhGmVcazrYA3mpJ03JzTsrFERJl86ebq-Or0edxgeGTeqiQkHBburrmsWB5AiHpFY8QLgpwI15ATM9h7ReTeWVrT2QxxmLhdYlcJzcvFMSYcb4sPj0/s400/mm_4.jpg" width="400" /></a></div>
#mondaymotivationAnna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-20960143850578332992012-06-20T14:24:00.000-04:002012-06-20T14:27:10.253-04:00First Day of Summer!<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibKLD4TiZX1YrIv3BChZpsstY8n36eus9XcMAZ_qXQrK7sWkzOcp71co2aITfZZ4wy7PO0j28sBTpUX1fyYmChYxVL8AlYdvbdXsfY1NNwWK0bGek26s9xuF-rB56SdwaU-29la7TWIr8/s1600/Summer+Solstice.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="285" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibKLD4TiZX1YrIv3BChZpsstY8n36eus9XcMAZ_qXQrK7sWkzOcp71co2aITfZZ4wy7PO0j28sBTpUX1fyYmChYxVL8AlYdvbdXsfY1NNwWK0bGek26s9xuF-rB56SdwaU-29la7TWIr8/s400/Summer+Solstice.jpg" width="400" /></a></div>
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<b>Happy Summer!</b> Today is the first day of summer, called the <a href="http://en.wikipedia.org/wiki/Summer_solstice" target="_blank">summer solstice</a>. Maybe it's because I am a <a href="http://en.wikipedia.org/wiki/Leo_%28astrology%29" target="_blank">Leo</a>, but this is my favorite time of year: Plenty of sunshine, camping trips, BBQ cookouts with friends and family, fireworks, swimming, gardening... Below are a few historic fun facts about how the summer solstice has been celebrated in the past:</div>
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<li>The solstice was the month for weddings in pre-historic times and is where the term "honeymoon" originated.</li>
<li>Romans celebrated the goddess of the hearth, Vesta, during a week long celebration coinciding with the solstice. </li>
<li>Ancient Chinese people acknowledged the solstice as a celebration of the Earth; a contrast to the winter solstice celebration of the Heavens.</li>
<li>In the Christian faith, the feast of St. John the Baptist is within a few days of the summer solstice.</li>
<li>The Essenes, a Jewish group during the 1st century, built sun rooms within temples to honor the sun.</li>
<li>In ancient Sweden, women and girls would bathe in the river during the solstice in hopes it would bring rain for their summer crops.</li>
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<span style="font-family: "Trebuchet MS",sans-serif;">How are you celebrating the summer solstice? </span><br />
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<span style="font-size: xx-small;"><span style="font-family: "Trebuchet MS",sans-serif;">Source: </span><a href="http://www.religioustolerance.org/summer_solstice.htm" style="font-family: "Trebuchet MS",sans-serif;" target="_blank">Summer Solstice Celebrations: Ancient & Modern</a></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-11008637371154541792012-06-18T17:06:00.000-04:002012-06-18T17:09:31.226-04:00Monday Motivation | 3<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSGbxQTZxyNWZml4_pGj8DEc4-wLlN5ovB3RVncI9F8Wnxvk-dN6jepd5flrYlMw-GNZaBEXCAiPRXYk_x81tkUBz-B1SMuzcR-NdGp-t_6oM5s3wCXJPUCGI7QNrHpUFTQmGcZcd04nA/s1600/mm_3.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSGbxQTZxyNWZml4_pGj8DEc4-wLlN5ovB3RVncI9F8Wnxvk-dN6jepd5flrYlMw-GNZaBEXCAiPRXYk_x81tkUBz-B1SMuzcR-NdGp-t_6oM5s3wCXJPUCGI7QNrHpUFTQmGcZcd04nA/s400/mm_3.jpg" width="400" /></a></div>
#mondaymotivationAnna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-10739465945362150872012-06-14T11:28:00.000-04:002012-06-14T11:28:55.667-04:00The Marriage of Art & Science<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="font-family: "Trebuchet MS",sans-serif; margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9yayNNt34Z0q8fWV0SHZaEpQ_eOcrbPVZxCFykSsvlL2EyTEPa0Ysgxpx-cJEMrEGx4oe8aw1x8jifxngeFoQzH5TLJ7ah95eFQ5Qae83oNBzSpfZlyeg6ta5fCjVmavwV81Rzgzj5Uk/s1600/want+vs+need_ilovedust.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="206" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9yayNNt34Z0q8fWV0SHZaEpQ_eOcrbPVZxCFykSsvlL2EyTEPa0Ysgxpx-cJEMrEGx4oe8aw1x8jifxngeFoQzH5TLJ7ah95eFQ5Qae83oNBzSpfZlyeg6ta5fCjVmavwV81Rzgzj5Uk/s400/want+vs+need_ilovedust.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><a href="http://www.fastcocreate.com/1680921/creatives-share-the-best-piece-of-advice-they-ever-got?partner=homepage_newsletter#1" target="_blank">"Stop thinking about what you want and start thinking about what people need." </a><br />
[design by <a href="http://ilovedust.com/about-us-contact" target="_blank">ilovedust</a>]</td></tr>
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During my junior year of college, it was an advertising professor who first told me that marketing was both a science and an art — and those words have proven to be true in each new project I encounter. Combining linear scientific logic with creatively analytic brainstorming is the formula for a marketing sweet spot.</div>
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The science aspect of marketing is about the quantifiable process. It involves analyzing the measurable details to draw logical conclusions: </div>
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<li>What is your marketing goal?</li>
<li>Who are you trying to reach with your message? </li>
<li>What is your budget and/or timeline?</li>
<li>What tools are available to you?</li>
<li>Does my plan conform to Medicare guidelines?</li>
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The art aspect is about the intangible, gut feelings in marketing. Being able to understand how your customers think and feel is important for motivating a call-to-action:</div>
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<li>What does your patient want?</li>
<li>What does your referral source want?</li>
<li>How can you make your company "easy to use?" </li>
<li>Who do you need on your marketing team?</li>
<li>Can I get my staff to participate?</li>
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<br /></div>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-24817191997527835312012-06-13T10:40:00.000-04:002012-06-13T10:40:42.263-04:00Are You Going to Medtrade?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilMOa0PM7zeMLF1V1xtvu7rspW8KLEiATzF8jRyyM4zAiY7ZxPOQQTitb8X9ptSJ841jTEequufs-YZelG_v6e5LjhbQImcXRJwL5pavSSSvyKaxpBSkNxoFRFhRrE2QZiFi0p-_FrICI/s1600/Medtrade+2012+Map.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilMOa0PM7zeMLF1V1xtvu7rspW8KLEiATzF8jRyyM4zAiY7ZxPOQQTitb8X9ptSJ841jTEequufs-YZelG_v6e5LjhbQImcXRJwL5pavSSSvyKaxpBSkNxoFRFhRrE2QZiFi0p-_FrICI/s400/Medtrade+2012+Map.jpg" width="400" /></a></div>
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<span style="font-size: small;">Summer may just be get started but, believe it or not, <a href="https://registration3.experientevent.com/showMTH121/Default.aspx?Flowcode=ATT" target="_blank">early registration</a> for <a href="http://www.medtrade.com/medtrade/" target="_blank">Medtrade 2012 </a>opened yesterday! Medtrade is a great place to connect with the entire HME community and, every year I attend, I leave feeling re-energized about the work that we do. </span></div>
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<span style="font-size: small;">This year <b>I am particularly excited because I am a presenter</b> and will be speaking about marketing during the educational conference! </span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">So make your plans early... and come <a href="https://registration3.experientevent.com/showMTH121/Default.aspx?Flowcode=ATT" target="_blank">meet me at Medtrade</a> in October.</span></span><span style="font-family: "Trebuchet MS",sans-serif;"> Don't forget to let me know if you're planning to <a href="mailto:anna@laboratory-marketing.com" target="_blank">be there</a> or <a href="mailto:anna@laboratory-marketing.com" target="_blank">be square</a>.</span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-30969984697618909702012-06-11T10:30:00.000-04:002012-06-12T18:02:19.445-04:00Monday Motivation | 2<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigCQbTSHTrvxrRe4ruULFsvYRFsLjbAJoESiTIgRrpjkK4ckSbFU-fcjVwarzok8enzbDG1fJ6YUQMmKKYtK8mSzHXKMn8nNlFxii_PEZaqbILaJ6s_nsue9mlYnP2s3V-Op9q-vhWntI/s1600/mm_2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigCQbTSHTrvxrRe4ruULFsvYRFsLjbAJoESiTIgRrpjkK4ckSbFU-fcjVwarzok8enzbDG1fJ6YUQMmKKYtK8mSzHXKMn8nNlFxii_PEZaqbILaJ6s_nsue9mlYnP2s3V-Op9q-vhWntI/s400/mm_2.jpg" width="400" /></a></div>
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<span style="font-family: "Trebuchet MS",sans-serif; font-size: small;">#mondaymotivation</span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-70710748851769929182012-06-08T15:37:00.000-04:002012-06-08T15:38:48.768-04:00Good Design Principles Meet Durable Medical Equipment<div class="separator" style="clear: both; text-align: center;">
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<a href="http://www.fastcodesign.com/1669725/dieter-rams-on-good-design-as-a-key-business-advantage" target="_blank"><img border="0" height="221" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRBZrTYZf4IKekfxdkY7ByDzSyFK0f4aLp_iAh5y6RE0upo-B1fMvpeQ3_Wd4t3iZa9QLqOKmjSSpzpF9J14n203WX4MJfojbITAjGPypryWn1oy2HoSAe7r44LN5NrBvI0IDd9mV1_co/s400/vitsoe-dieter-rams-ten-principles.jpg" width="400" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">Today I was reading about Dieter Rams: a legendary industrial designer who has inspired countless creative professionals. Though his </span><a href="http://www.vitsoe.com/en/re/about/dieterrams" style="font-family: "Trebuchet MS",sans-serif;" target="_blank">body of work</a><span style="font-family: "Trebuchet MS",sans-serif;"> focuses mainly on consumer electronics, his messages of functionality, organization and simplicity certainly apply to modern day branding and customer service in the HME world. Take a look at Dieter's 10 Principles for Good Design above. Now replace the words "good design" with "a successful DME provider." Kind of makes sense doesn't it? Get more inspiration from Dieter; read his speech </span><a href="http://www.fastcodesign.com/1669725/dieter-rams-on-good-design-as-a-key-business-advantage" style="font-family: "Trebuchet MS",sans-serif;" target="_blank">here</a><span style="font-family: "Trebuchet MS",sans-serif;">.</span></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com6tag:blogger.com,1999:blog-5822212586067276518.post-28428809528180273502012-06-04T23:30:00.000-04:002012-06-05T00:18:09.621-04:00Monday Motivation | 1<div class="separator" style="clear: both; text-align: center;">
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#mondaymotivationAnna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-61567126644018407272012-05-14T12:01:00.000-04:002012-05-14T12:02:19.227-04:00Why 'Playing It Safe' Isn't So Safe<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Though this was a guest post on a blog about "life after college," I read</span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"> an article this morning that I couldn't help but share: </span><a href="http://www.lifeaftercollege.org/blog/2012/05/07/why-successful-people-are-crazy/" style="font-family: Arial,Helvetica,sans-serif;" target="_blank">Why Successful People Are Crazy — and You Should Be Too — by Eric Lunsford</a><span style="font-family: Arial,Helvetica,sans-serif;"> </span></span><br />
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<span style="font-size: small;"><br style="font-family: Arial,Helvetica,sans-serif;" />The HME world isn't exactly the target audience, <b>this is exactly the kind of energy we can benefit from.</b> Here's an excerpt: </span></div>
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<u><i><span style="font-size: small;">Crazy is different. Crazy makes a difference.</span></i></u></div>
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<i><span style="font-size: small;">And that’s exactly why the people who truly succeed in life choose to
be crazy. Those that don’t take chances are stuck. Stuck in a life they
don’t enjoy – waiting for the day their dreams magically come true.</span></i></div>
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<i><span style="font-size: small;">Not. Going. To. Happen.</span></i></div>
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<i><span style="font-size: small;">Not without crazy choices at least.</span></i><br />
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<i><span style="font-size: small;">Take a minute to think:</span></i></div>
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<li><i><span style="font-size: small;">If <a href="http://en.wikipedia.org/wiki/Ben_franklin" target="_blank">Ben Franklin</a> didn’t
have the “crazy” idea for Night Riders to deliver mail between colonies
at night, the mail system we have now may not exist. In fact, the
entire fate of the American Revolution may have been different.</span></i></li>
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<li><i><span style="font-size: small;">If <a href="http://en.wikipedia.org/wiki/Richard_branson" target="_blank">Richard Branson</a> didn’t
make the “crazy” choice to sign the (at the time) unwanted band the Sex
Pistols, he may have never grown to the position he is at now with over
400 Virgin companies affecting the entire globe in more industries
than you can count.</span></i></li>
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<li><i><span style="font-size: small;">If <a href="http://en.wikipedia.org/wiki/Yvon_Chouinard" target="_blank">Yvon Chouinard</a> didn’t
go on the “crazy” 6 month trip to Patagonia his friend recommended, we
likely would not have the brand Patagonia or any of the environmental
initiatives we have today created by him and his employees.</span></i></li>
</ul>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Think about what "crazy" might mean for home health care: Not waiting around to see what may or may not happen with competitive bidding. <b>Taking control of the way we communicate with patients and partners in care.</b> Doing the right thing. Trying new marketing strategies. Embracing new technology.</span><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"> </span></span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">Incorporating fun into the day-to-day routines.</span> </span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">There isn't any good reason I can think of to leave this kind of motivation to the recent college grads of the world. It is easy – especially when it comes to marketing and branding – to get stuck in a rut or be wary of not following the pack. <b>Today, challenge yourself to be a little crazy, to think outside the box.</b> What did you come up with? Did you solve a problem? Have a new idea? Let me know! Leave a comment or shoot me an <a href="mailto:anna@laboratory-marketing.com" target="_blank">email. </a></span><br />
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<span style="font-size: small;"><br /></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-53787517286572146762012-04-23T13:05:00.000-04:002012-04-23T13:05:14.704-04:00Marketing Magic: The Balance of Personality and Professionalism<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.blogger.com/goog_545519803" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="333" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjufxtwDcSxwEcZFM-iMMa4TotY6hoetALZqAy2wbDqNgjQIt9dkPul1ToFxNV7N88YAHvBMxFf85Wde9j_E1EH0suWVKnC1RLI_qnPzpG8K4htK6Pw4yg8Q8Z4MgDl88eFHodv_F0CKmg/s400/Thank+You+Note+Card+2.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Arial,Helvetica,sans-serif;">Personal? Yep. Professional? Check. Last time you wrote one? Umm...</span><br style="font-family: Arial,Helvetica,sans-serif;" /><span style="font-family: Arial,Helvetica,sans-serif;">A <a href="http://www.paper-source.com/cgi-bin/paper/item/Banner-A2-Thank-You-Notes/3901.020/4661007501.html" target="_blank">handwritten note</a> can have a big impact for just a few cents.</span>
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Chemistry. Allure. Charisma. Je ne sais quoi.</div>
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Whatever you call it, most successful companies have "that certain something" that sets them apart. Of course there are specific strategies you will execute to drive your marketing forward, however, your message is always rooted in your company's personality. Your customers want to know the genuine personalities of your team... but each office has a few individuals with a little too much personality. (Or so to speak.) Customers also need to be treated with respect and made to feel comfortable -- a pleasant experience is what keeps them coming back! So how do you find the right balance?</div>
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Today I ran across this <a href="http://www.yesandyes.org/2012/04/5-steps-to-up-your-personal-dignity.html" target="_blank">blog post</a>, an entertaining guide to "Uping Your Personal Dignity Quotient." Each tip contains some common sense suggestions that balance personality and professionalism:</div>
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<b>1. Don’t clamor for credit when you do good things</b><br />
The more time you spend looking over your shoulder to make sure everyone
sees you being good, the less time you actually have to be good.<br />
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<b>2. Play the “wouldn’t you be sorry?” game with yourself</b><br />
"Wouldn’t you be sorry if this hilarious sexual anecdote
that you are about to write an email about was forwarded around?”<br />
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<b>3. Watch ya mouth</b><br />
Ask yourself: Do I need to say this? Can I pause a beat to decide
if this joke may offend someone? Does this cruel remark I’m about to
make need to exist in the world? Who will benefit from my sharing all
these colorful details of recent medical troubles? <br />
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<b>4. Act like you’ve been there before</b><br />
If you’re in a situation
where you are either excited or uncomfortable, the best thing to do is
to act as though you’ve been there before. I find that if I am working to project calm steadiness outward, usually my brain feels calm and steady as well. <br />
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<b>5. Respond gracefully to a-holes</b><br />
Don’t yell back at them. Don’t swear. Don’t call names. Calmly stand
your ground, secure in the knowledge that eventually you will emerge
triumphant.</div>
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I encourage you to check out the whole article <a href="http://www.yesandyes.org/2012/04/5-steps-to-up-your-personal-dignity.html" target="_blank">here</a> and pass it around to your team!<br />
</div>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-38384342611329705332012-04-12T17:06:00.000-04:002012-04-12T19:12:36.714-04:00Mother's Day Marketing<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIFlYWaOJGnmz0_dLjQ4k7TWbODwva_I3x1dQBLf8yWMqaZVzITgecWNXvULnkqQorl0wkOd_ahhpl0r85N-zbc0jfPWTVulHoaQWwhA4R5w4fyLDVeQionZdaXueS3mQTYLZYZobQ4wk/s1600/Mother's+Day+Sale+watermark+2012.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIFlYWaOJGnmz0_dLjQ4k7TWbODwva_I3x1dQBLf8yWMqaZVzITgecWNXvULnkqQorl0wkOd_ahhpl0r85N-zbc0jfPWTVulHoaQWwhA4R5w4fyLDVeQionZdaXueS3mQTYLZYZobQ4wk/s640/Mother's+Day+Sale+watermark+2012.jpg" width="492" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Arial,Helvetica,sans-serif;">How are you marketing for Mother's Day? Try using this awesome flyer!</span></td></tr>
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I am a HUGE fan of the <a href="http://laboratorymarketing.blogspot.com/2011/11/celebrate-new-year-with-marketing.html" target="_blank">marketing calendar.</a> It keeps your marketing plans organized and helps you <b>remember to plan in time for holidays!</b> We all laugh when we see Christmas decorations around Halloween time, however, there is truth in those big-box store merchandising strategies. It takes some planning ahead to promote a holiday-based sale.</div>
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The good news? <b>There is just enough time to put something together for Mother's Day 2012.</b> (I will save you the Google search... this year Mother's Day falls on <a href="http://www.mothersdaycentral.com/when/" target="_blank">May 13</a>) Using a statement stuffer is a great way to inform current patients of some great deals. You may also consider leaving a flyer with your referral sources to generate some new leads. The addition of a coupon is another great incentive to motivate people into your showroom.</div>
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Even better news? You've got Laboratory Marketing on your team. The Mother's Day statement stuffer flyer that you see above can be used one of two ways:</div>
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1. Use this as a guide to create your own Mother's Day flyer with the resources you have.</div>
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— OR — </div>
<span style="font-family: Arial,Helvetica,sans-serif;">2. An even easier option. Use this flyer but </span><b style="font-family: Arial,Helvetica,sans-serif;">with your own logo, product choices and contact information.</b><span style="font-family: Arial,Helvetica,sans-serif;"> I'm offering my own Mother's Day sale: this flyer complete with your company's custom information for only $75! Please send me an </span><a href="mailto:anna@laboratory-marketing.com" rel="nofollow" style="font-family: Arial,Helvetica,sans-serif;" target="_blank">email</a><span style="font-family: Arial,Helvetica,sans-serif;"> for details and questions.</span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-76944428932328060422012-03-27T14:27:00.000-04:002012-04-12T19:12:36.735-04:00Facebook Timeline for Business: Are You Ready?<div style="font-family: Arial,Helvetica,sans-serif;">
<span style="font-size: small;">At the end of this week, Facebook is switching over to the timeline format for all business pages. I know, you are probably wondering, "What does that even mean and why do I care?" Good questions.</span></div>
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<span style="font-size: small;">Mostly this means your page will have a new layout. In addition to a new layout template the Timeline feature on Facebook also includes a few extra features for businesses. This <a href="http://www.business2community.com/facebook/facebook-timeline-for-business-pages-what-the-changes-mean-0144041" target="_blank">article</a> does a great job of briefly reviewing the upcoming changes; here are a few of the important features:</span></div>
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<span style="font-size: small;"><b>Profile Picture & Cover Photo:</b> These features allow for much more flexibility in visually branding your Facebook page. There are some relatively strict restrictions about prohibited content on your Cover Photo (the larger of the 2 photos) but there is plenty of room for creativity. The example below is what I chose to do with my business page. Why not consider a great picture of your staff or retail showroom?</span> </div>
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<span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipzuU7KqBDyfz9ay8tKmZ_aN8GfFZKZsFjJ-kcMZv8RybzI8SRaNzM9P8CutpX9n6gtF6i5CH-VNGmuY5Up8yHW6BNUKwWwumFSbR6hP-JQ_KT0se1FjTfnkeJNNwUtRnyl-4b5675_Yo/s1600/LM+Facebook.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipzuU7KqBDyfz9ay8tKmZ_aN8GfFZKZsFjJ-kcMZv8RybzI8SRaNzM9P8CutpX9n6gtF6i5CH-VNGmuY5Up8yHW6BNUKwWwumFSbR6hP-JQ_KT0se1FjTfnkeJNNwUtRnyl-4b5675_Yo/s320/LM+Facebook.JPG" width="320" /></a></span></div>
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<span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGamhXrleAcfTgCrAF9yLU-EZQTcuzKvcC8oVl7R3IgFHneTrLUdcbcTVNVaflLMJqSW7VoXoWm3ArPgnskWI6Ay3Ft-hb_2vm3f0-S1obfVUzlTnE5CGkOTafNc8zbybztPZXiODtPSQ/s1600/LM+Facebook+Labels.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGamhXrleAcfTgCrAF9yLU-EZQTcuzKvcC8oVl7R3IgFHneTrLUdcbcTVNVaflLMJqSW7VoXoWm3ArPgnskWI6Ay3Ft-hb_2vm3f0-S1obfVUzlTnE5CGkOTafNc8zbybztPZXiODtPSQ/s320/LM+Facebook+Labels.jpg" width="320" /></a></span></div>
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<span style="font-size: small;"><b>Ability to "Pin" Posts:</b> One of the coolest new features is the ability to "pin" a post at the top of your page for more visibility. This can work especially well for informing visitors to your page about current sales, promotions or events.</span></div>
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<span style="font-size: small;"><b>Private Messaging:</b> Now customers will be able to send private message to your company via the Facebook page, rather than posting them publicly. This feature is especially helpful for health care so potential patients can ask questions they may not have otherwise. </span></div>
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<span style="font-size: small;">Now, as for "why you should care." These new changes make it easier than ever to create unique, branded web presence for your business FOR FREE. If you already have a page for your business, it will automatically convert to the new timeline layout March 31... but the good news is that you still have a few days to polish your layout. Let me know if you need help or have any questions!</span></div>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-82453793711452919262012-03-20T14:37:00.001-04:002012-03-20T14:38:09.157-04:00Spring Has Sprung<div style="font-family: Arial,Helvetica,sans-serif;">
I have a confession: Once the New Year is celebrated, I could do without snow again until December. </div>
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From about January to March, the <a href="http://www.usa.philips.com/c/Light-therapy/hf3480_60/prd/en/" target="_blank">wake-up light</a> that simulates daylight on dark, cold Michigan mornings is my best friend – which is why I love today. Today is a sure sign that warmer temps, sunshine,
backyard BBQs and camping trips to Northern Michigan are not far behind!</div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzFHCau3NkpbTznPJppADjGt_IalDKzP6EGp5V0ZTq6XP2CA_u8x0H9m76xvqUbBuB-O3354Kf4K0xi_84rgSGH_g0NhBe35NFnLo5Ui18JUvjCsw1GJrw_vC-nlAVl-zS97PnGdnFuRo/s1600/Spring+Has+Sprung.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzFHCau3NkpbTznPJppADjGt_IalDKzP6EGp5V0ZTq6XP2CA_u8x0H9m76xvqUbBuB-O3354Kf4K0xi_84rgSGH_g0NhBe35NFnLo5Ui18JUvjCsw1GJrw_vC-nlAVl-zS97PnGdnFuRo/s400/Spring+Has+Sprung.JPG" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Signs of Spring: buds on my cherry tree, daffodils on my desk, tennis courts calling my name!</td></tr>
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It's the First Day of Spring... also called the Vernal Equinox; "vernal" means "spring" and "equinox" means "equal night." The date notes when there are equal hours of light and dark in one day. (The other Equinox happens in September and marks the first day of autumn.) Did you also know:</div>
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<li>If you were standing on the equator during either the vernal or
autumnal equinox, you would see the sun pass directly overhead, the only
two times in the year when that is true. </li>
<li>The two equinoxes are also the only times during the year when the sun rises due east and sets due west. </li>
<li>In spring, the Earth’s axis is tilted toward the sun,
increasing the number of daylight hours and bringing warmer weather that
causes plants to bring forth new growth. </li>
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So what are your plans with a few extra hours of daylight?</div>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-75593705855024509832012-02-29T11:06:00.000-05:002012-04-12T19:12:36.731-04:00Hello Medtrade!<div style="font-family: "Trebuchet MS",sans-serif;">
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEij-rlj7_Ca49d4_BBkXe73HPGKrlFN0EMmoKVm7Vv1kxem8NgMs1ol08akOFu_DB5djzyGqBs6oJ3h3J3SnvmbkYSuFym36dnK7QYJkGMe-SzNftJ-4E0ZWYCtU8evSXcdlm2Sfrp2rLM/s1600/Medtrade+Photo.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEij-rlj7_Ca49d4_BBkXe73HPGKrlFN0EMmoKVm7Vv1kxem8NgMs1ol08akOFu_DB5djzyGqBs6oJ3h3J3SnvmbkYSuFym36dnK7QYJkGMe-SzNftJ-4E0ZWYCtU8evSXcdlm2Sfrp2rLM/s400/Medtrade+Photo.png" width="298" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Anna McDevitt & Katie Parrott @ Medtrade // Atlanta, GA 2011</td></tr>
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<span style="font-size: small;">This week, the new mailer for <a href="http://www.medtrade.com/medtrade-spring/" target="_blank">Medtrade Spring</a> graced my desk. I really like Medtrade. It's a great opportunity to see what's new, to network and see what is happening in other parts of our industry. But I especially enjoy the conference aspect, so it was fun to see a photo of your truly sitting in one of the sessions from last year! Sitting next to me is Katie Parrott - a bright, young marketing assistant from <a href="http://solutionshomemedical.com/" target="_blank">Sleep Solutions Home Medical</a>. (It was her first conference experience and she had a great time!)</span></div>
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<span style="font-size: small;">Though I won't be in Las Vegas for the Spring show, I am hoping to present for the first time ever in the Fall. Perhaps this little reminder is a good omen... it is, at least, good motivation as I finish up my submissions!</span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">Are you going to Medtrade Spring? What are you hoping to learn? </span></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-71241189174698119182012-01-30T12:05:00.000-05:002012-04-12T19:12:36.723-04:00Customer Service IS Marketing<br />
<span style="font-size: small;">It doesn't matter if they are a patient, a caregiver or referral source. It doesn't matter if they are a potential customer or have been doing business with you for years. It doesn't matter if it's with your clinicians, customer service rep, driver, sales rep or you. One of the fundamentals of marketing that I repeat over and over again
is this: every interaction your company has with a customer is an opportunity to
strengthen or weaken your brand. </span><br />
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<a href="http://www.wordle.net/show/wrdl/4753392/customer_service" title="Wordle: customer service"><img alt="Wordle: customer service" src="http://www.wordle.net/thumb/wrdl/4753392/customer_service" style="border: 1px solid rgb(221, 221, 221); padding: 4px;" /></a>
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<span style="font-size: small;">In fact, paying attention to customer interactions is one of the best (and cheapest!) marketing tools available to you. Last week I found the perfect example to share with you. The <a href="http://today.msnbc.msn.com/" target="_blank"><i>Today</i></a> show ran a segment about <a href="http://moms.today.msnbc.msn.com/_news/2012/01/23/10216045-when-is-it-time-to-fire-your-childs-pediatrician" target="_blank">"How To Fire Your Pediatrician"</a> with the intention of empowering parents to find a new doctor if they don't feel their needs are being met. It's clear that patients need more than just a correct diagnosis and a prescription – patients need customer service. Red flags such as missing serious medical problems are common sense, but many times it is the patient interaction problems that turn patients off for good. Here are two comments that viewers shared about interactions with their doctors:</span><br />
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<span style="font-size: small;"><i>"My daughter had dark rings forming around her neck, so I took her into
the doc. The doc told her that she was too fat. Knowing that my daughter
was just getting past an eating disorder. I asked the doctor if that
was appropriate language to express weight concerns to a child? She told
me that she calls it like she sees it."</i></span></div>
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<span style="font-size: small;"><i><span style="color: #999999;">"Twice...two different states. Both times it was because the doctor was
already out the door before I could ask questions...and the second one
was always distracted!"</span> </i></span><br />
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<span style="font-size: small;">While this example focuses on pediatricians, this is valuable feedback for any health care provider. Let's review: Neither of these comments have anything to do with the actual medical care they received. Yet these parents felt strongly enough to not only leave their health care providers but also put energy into sharing that negative experience on the social media site of a national news organization. <b>What do you think they shared with the other parents in their communities about those particular doctors?</b></span><br />
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<span style="font-size: small;"><b> </b>Now, imagine these are <u>your</u> patients. You might be discounting these feedback comments: Perhaps the woman with the overweight daughter is just oversensitive and was offended by a physician's honesty. Maybe the woman with questions asked crazy and irrelevant ones. There are a million and one ways for you to guess how the negative reviews came to be but the reality is that <b>the damage is already done.</b> </span><br />
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<span style="font-size: small;">The best weapon you have here is to pay attention to those interaction in the first place. Be proactive!! Try making a list of all the points where a customer interacts with your company. What kind of experience are you delivering? Is your staff friendly? When patients call with questions does your staff sound bothered? Or are they helpful? Does a patient get greeted when they walk into your facility? Do your clinicians make time for questions during home visits? Are your drivers courteous on the road? Do calls get returned promptly? How easy is it to get questions answered? Are your sales reps behaving professionally in referral offices? Are they respecting Medicare marketing guidelines? Do you have informational/educational materials you can distribute?</span><br />
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<span style="font-size: small;">Once you can put yourself into the customers' experience, it's easy to note all of the little things that make or break a long-term customer relationship. Remember, these are details that are just as easy to polish as they are to let slip through the cracks. So be positive, be proactive and protect your great brand with quality customer service!</span><br />
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<span style="font-size: small;"><i style="color: #cccccc;">P.S. As always, if you like what you've read here and want more information or some help getting started, please don't hesitate to <a href="mailto:anna@laboratory-marketing.com" target="_blank">contact</a> me!</i></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-54024447341639328092012-01-06T10:14:00.000-05:002012-04-12T19:12:36.720-04:00Content Marketing: Your Secret Weapon<div style="font-family: "Trebuchet MS",sans-serif;">
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<i><span style="font-size: large;">"What really decides consumers 'to buy' or 'not to buy' <br />
is the content of your advertising, not its form."</span></i></div>
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<i><span style="font-size: large;">David Ogilvy</span></i></div>
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<span style="font-size: small;">Ok... maybe it's not that secret, but content marketing has been growing in popularity for one very important reason: <b>it works.</b></span></div>
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<span style="font-size: small;">If content marketing is a new term for you, have no fear, it's a simple concept. Rather than purchasing flashy tools or distracting giveaways, content marketing is a strategy of focusing your marketing efforts around quality, informative, relevant messages to your consumer. It doesn't mean that some giveaways aren't also important; they just shouldn't be the workhorse of your marketing plan. The idea is to create deeper connections with your current and potential consumers to facilitate long-term relationships. For example, a monthly newsletter filled with relevant content is much more valuable to the middle-aged sleep apnea patient than a pillow shaped stress ball with your company logo on it.</span></div>
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<span style="font-size: small;"><a href="http://www.entrepreneur.com/article/222471" target="_blank">This article</a> from Entrepreneur (written by <a href="http://www.annhandley.com/" target="_blank">Ann Handley</a>) does a nice job of outlining some basic tips for developing your own content marketing. Here are a few of the suggestions from the article:</span></div>
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<span style="font-size: small;"><b>Compare: </b>Why are you better than the next provider? That's what your potential customers are asking when they visit your website for the first time. Does your website give them an answer? Try including a downloadable PDF with your features, benefits and why you are better than the HME down the street.</span></div>
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<span style="font-size: small;"><br /><b>Use Resources Wisely:</b> This happens to be an old Girl Scout motto (at least when I was a Brownie!) but it works in business, too. The success stories of your current patients - and referral sources - are great stories to tell about your company. Use them.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif; font-size: small;"><b>FAQs: </b>This an opportunity for you to create some transparency and share how you do business. Especially in health care, sometimes there are more questions than answers and giving some of those answers up front can help potential customers feel more comfortable from the get go.</span><br />
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<br /></div>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-2897493723874365912011-11-28T14:47:00.001-05:002012-04-12T19:12:36.695-04:00Celebrate the New Year with a... Marketing Calendar?<span style="font-size: small;">I get the impression that most people view marketing plans as something they know they are supposed to have but probably gets pushed aside until very last minute... or until never. I'm willing to bet that most small businesses don't have have one that they actually use.</span><br />
<span style="font-size: small;">(If <i>your</i> company still doesn't have a working marketing plan, please send me an <a href="mailto:info@laboratory-marketing.com">email</a>. I will send you an easy, 5-step guide for creating a marketing plan!) </span><br />
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<span style="font-size: small;">Today, I'd like to focus on a very under-used part of a marketing plan: the marketing calendar. Even if you're still struggling with the details of your marketing plan, a marketing calendar can help you turn talk into action.</span><br />
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<span style="font-size: small;">Start by gathering your marketing team to talk about what you need to accomplish in the upcoming year and be sure to include talk about how your year is structured. For example, we know that patient deductibles are renewed in January and (usually) met by December, which means Q4 is a great time to focus on accessories and follow up with patients. We know holidays like Mother's Day, Father's Day and Grandparent's Day are great times for gift giving and may be a good time to target cash sales to caregivers/families. Also think about how your company operates: are there times of the year when certain products sell more? Are there any big events taking place this year that may require marketing? Take advantage of that information in your marketing! </span><br />
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<span style="font-size: small;">Once this discussion gets going and ideas are flowing, start plugging details into the calendar. Put the important and non-flexible dates in first so you can work around them. Be sure to note holidays, marketing themes, product focuses and sales. List the marketing materials you will need, including how much production time you will need to execute them. (For example, if you are running an ad in the newspaper be sure to find out when the ad is due to the publication and how much time you need to put it together.) This will be a living document for you to use as a tool - don't be
afraid to move things around and change your mind a few times in the
process! </span><br />
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<span style="font-size: small;">Your marketing calendar can be nothing more than a theme for each month or detailed enough to contain the whole year's media buy. The important part is to include enough information to keep your team on task and make sure it keeps you on top of your marketing. And if you have any questions, call me: 248.227.6930</span><br />
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<span style="font-size: small;"><br /></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-35068028021015259722011-11-08T15:59:00.000-05:002012-04-12T19:12:36.707-04:00Social Media: Bridging the Gap Between Rhetoric and Reality<div style="color: #505050; font-family: Arial,Helvetica,sans-serif; line-height: 150%; text-align: left;">
<span style="font-size: small;">If
you had asked me five years ago, I would have had mixed feeling about
social media. I would have told you about making sure you had someone
dedicated to keeping up with your social media, explained the benefits
educating yourself about how it works before you decide it's a good
business tool and I would have asked you if your customers were actually
using social media. Whether you're a tech geek or swear you'll never be
tethered to a smart phone, we now live in a social media world. As with
any new technology, there are new rules of engagement, vocabulary words
and tools to master. Here are a few tips to feel more comfortable
dipping your toe in the social media waters.</span></div>
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<span style="font-size: small;"><b>Know How to Use Your Tools</b></span></h2>
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<a href="http://www.facebook.com/" style="color: #f19b35; font-weight: normal; text-decoration: underline;">Facebook.</a> <a href="http://www.twitter.com/" style="color: #f19b35; font-weight: normal; text-decoration: underline;">Twitter.</a> <a href="http://www.blogger.com/" style="color: #f19b35; font-weight: normal; text-decoration: underline;">Blogs.</a> <a href="http://www.linkedin.com/" style="color: #f19b35; font-weight: normal; text-decoration: underline;">LinkedIn.</a> <a href="http://en.wikipedia.org/wiki/Internet_forum" style="color: #f19b35; font-weight: normal; text-decoration: underline;">Forums.</a>
If you aren't familiar with any one of the social media tools you have
been hearing about, it's time to do a little homework. Start by
searching online: visit the websites, read articles, watch "how-to"
videos. I also recommend a tutoring session from your kids, niece or
nephew, tech-savvy friend, intern, co-worker, IT guy, etc. They use this
stuff everyday and know how it works! Though each avenue of social
media is similar, each one works in a slightly different way - which is
part of what makes things confusing. All the more reason to do your
homework! Once you understand the "what" of social media, it's time to
figure out the "how." Find out how your customers <u>and</u> competitors
are using social media. Between the "what" and "how" you will start to
see how social media fits into your marketing plan.<br />
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<span style="color: #006696;"> <b>Remember To Have a Conversation</b></span><br />
It's very easy to start treating social media just as we've treated
traditional media: output only. Successful social media is a dialogs
between people and businesses so try to think of your Tweets as ice
breakers, conversation starters and stories rather than billboards,
advertisements and hard sells. Don't expect to post bath safety product
coupons on your company blog and find an instant spike in cash sales.
Your goal should be develop relationships that will translate into
sales. You may also want to ask your customers for feedback: check out
these <a href="http://www.entrepreneur.com/blog/220661" style="color: #f19b35; font-weight: normal; text-decoration: underline;">7 tips</a>!<br />
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<span style="color: #006696;"> <b>Get a Smartphone</b></span><br />
If your budget permits, arm yourself with a smartphone. (If not you,
whoever handles your social media.) Trust me, this will help make you a
social media mogul!<br />
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<span style="color: #006696;"><b>Cross Your T's, Dot Your I's</b></span><br />
It's important to understand a few of the responsibilities that come
with social media. For example, business Facebook pages are slightly
different than personal Facebook pages. Using a personal Facebook page
for business violates the term of use and could potentially shut down
your page. Also, the same marketing guidelines outlined by Medicare
apply to social media so be sure any coupons or promotions you
tweet/post are compliant. When in doubt, check with your lawyer!<br />
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<span style="color: #006696;"> <b>Put Yourself Out There</b></span><br />
For years we've been warned about the risk of sharing information online
but this in one case where I urge you to share some of yourself with
the internet. If you haven't already, get a Facebook account. Get a
Twitter account. Subscribe to a blog or two. Comment in a forum. You
will learn much more quickly by doing than observing so just start <i>doing</i>! It's only a few clicks away...</span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-28381645541903049242011-10-06T16:19:00.000-04:002012-04-12T19:12:36.687-04:00Internal Marketing Works<div style="font-family: Arial,Helvetica,sans-serif;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Internal marketing refers to the way you "sell" your company to its employees. </span><span style="font-size: small;">C</span><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">ommunication is the foundation of successful internal marketing. </span><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Your brand is created by all the people who make your company work from day to day: customer service reps, drivers, sales reps, receptionists, clinicians, purchasing, warehouse... Every interaction they have with a patient/referral/vendor is an opportunity to enhance your brand. It is important that each person understands the brand positioning of the company they work for and what it means to them - and that can only happen when it is clearly communicated.</span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Take the time to think about how marketing translates to each department. Obviously your sales reps will be armed with marketing materials to explain who you are and what you do. What about the receptionist? When patients or referrals call, are they greeted in a way that is consistent with impression the sales rep created? Try making small changes in the way you communicate branding throughout your company by simply paying attention to the details of everyday business. It can help to put yourself in the place of the patient, referral, vendor or co-worker and ask: "How would I want to be treated/spoken to/managed in this situation?"</span></div>
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<span style="font-size: small;">The best bet is to make the internal marketing train-of-thought part of your everyday routine. If you make a marketing decision that affects your customer service department, don't forget to keep them updated. If your drivers will be handing out marketing materials on their route, help them understand the role they play. I like the way Virgin Group chairman Richard Branson explains internal communication in a <a href="http://www.entrepreneur.com/article/220418">recent article about time management</a>:</span></div>
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<span style="font-size: small;">"You can build good communications into your company's DNA by ensuring that discussions are built on openness, clear language, and a willingness to listen to everyone who has something to say, from the person at reception to your top manager. Make sure that people's curiosity is encouraged. If they have made a good suggestion and have seen results in the past, your employees will ask questions and be persistent, which will help them to solve problems they encounter."</span></div>
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<span style="font-size: small;">This type of communication is a long term investment into the culture of your company. If you're hesitant about applying the idea of internal marketing, just start small and you will get the hang of it. And if you would like some help getting started or would like ideas for how to incorporate your marketing efforts company-wide, please don't hesitate to get in touch with <a href="mailto:info@laboratory-marketing.com">me</a>! </span></div>
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<span style="font-size: small;"><span style="font-size: x-small;">(P.S. I recommend reading the rest of the Branson article. He doesn't have his own Caribbean island because he's bad at business!) </span></span></div>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-1598712652811100712011-10-06T10:16:00.001-04:002011-11-28T14:39:40.664-05:00iSad / Remembering Steve Jobs<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgo5lL3uWHKk6A_VN7w44q0eM8BYngJ_1W9NSVXROqRF-PJBJzJnRP15PRlXnTwS6VN_gJbjUtQhldd2giTXCDtHcN4RY5eU81oiraz1VxwhPrAjdgNPnSiFK1EJ-FtdwmWc-5tRbSiT_w/s1600/Screen+shot+2011-10-06+at+9.52.21+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="214" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgo5lL3uWHKk6A_VN7w44q0eM8BYngJ_1W9NSVXROqRF-PJBJzJnRP15PRlXnTwS6VN_gJbjUtQhldd2giTXCDtHcN4RY5eU81oiraz1VxwhPrAjdgNPnSiFK1EJ-FtdwmWc-5tRbSiT_w/s320/Screen+shot+2011-10-06+at+9.52.21+AM.png" width="320" /></a></div><br />
<div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Yesterday the world lost Steve Jobs.</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">My heart goes out to his family, friends and colleagues who are, no doubt, feeling his loss the most. Steve Jobs was no ordinary man and in death, as in life, his legacy is felt by thousands. </span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Technology has become so prevalent in our lives these days - we argue Apple vs. Microsoft, iPhone vs. Droid, laptop vs. desktop - yet we rarely stop to remember the minds behind the machines. For me, the imagination and determination of Mr. Jobs directly affects my life every single day. I create marketing pieces on my Apple laptop, I communicate with an iPhone, I stay motivated by my giant music collection in iTunes. Quite frankly, many of his ideas are what made it possible for me to start my own company! </span></div><div style="font-family: Arial,Helvetica,sans-serif;"><br />
</div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">While for some it may be about these products alone, I choose to recognize the innovation behind them. Innovation that changed the world. Steve believed our purpose in life is to "leave a dent" in the universe - he certainly accomplished that one! I'll go ahead and take that as a challenge to make my own dent and challenge you to join me by making yours.</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Thank you <a href="http://www.youtube.com/watch?v=UF8uR6Z6KLc&noredirect=1">Steve Jobs</a>... you will be missed.</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><span style="font-size: x-small;"><span style="font-family: Arial,Helvetica,sans-serif;">(Note: The photo above is a screen shot from <a href="http://apple.com/">Apple.com</a> )</span></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-25225839454857650732011-07-25T12:44:00.001-04:002011-11-28T16:33:34.063-05:00Element #4 - Don't Get Bullied By Your Budget<div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">It's the six-letter word that can feel like a four-letter word: BUDGET! Planning a marketing budget can be difficult, especially if you're just getting your feet wet. But don't let your budget bully you into making poor strategy decisions for your marketing plan. Below are a few tips to help you be boss of your budget:</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><b><span style="font-size: small;"><br />
</span></b></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b>1. Set a budget early in the process.</b> Once you start spending money on marketing, it's easy for expenses to snowball. Make sure you (and your team) are on the same page about your budget. Is it annual? Quarterly? Is it solely for marketing costs? Who approves expenses?</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><b><span style="font-size: small;"><br />
</span></b></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b>2. Shop around.</b> Once you have an overall budget in mind, it's important to research the cost of materials. (You may want to do with while creating your initial budget figure...) Remember that design, printing and advertising costs will vary greatly. Keep in mind that many of the vendors you work with for your marketing materials could have extra fees for revisions, design work or proofreading. Try to contact at least 3 vendors for each new project to compare pricing and services.</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><b><span style="font-size: small;"><br />
</span></b></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b>3. Your budget is not too small.</b> Don't get me wrong... there will be times when your budget will limit what you can do, however, doing zero marketing because of a small budget is no excuse! From social media to online printing, technology has been great for marketing; it means you have many tools available with cost-effective solutions. Don't let your budget keep you from greatness. </span></div><div style="font-family: Arial,Helvetica,sans-serif;"><b><span style="font-size: small;"><br />
</span></b></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b>4. Ask a lot of questions.</b> Marketing is a very diverse and creative field which means there are a lot of ways to do the "right" thing for your business. If you have questions, ask. There are no dumb questions! <a href="https://www.vgm.com/AboutVGM/application.asp">VGM</a> is a great resource and, as always, you can contact <a href="mailto:info@laboratory-marketing.com">Anna</a> at Laboratory Marketing. </span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
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</div>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-29520673895386224582011-07-20T13:23:00.001-04:002011-11-28T14:43:01.902-05:00The Devil in the Details: Keep Marketing Pieces Focused<div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">"I don't have a lot of money to advertise so I'm just sending out this one flyer."</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">"That's ok," I replied to this small business owner, "What are you trying to accomplish with this flyer?"</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
It seems like a simple question with a simple answer: get more business! Yes... and no. 'Yes' because growing your business is the entire point of marketing in the first place. 'No' because "getting more business" is much too general for the outlined goal of a specific marketing piece. Let's use football as an example. Much like each play on the field is part of a strategy to win the game, each marketing piece is a tool to reach your marketing goals. One play won't accomplish enough to win an entire game. One flyer won't communicate everything about your business at once.</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Though it is tempting to "get more bang for your buck" by cramming every piece of information possible onto the postcard or flyer you are sending out, the reality is that a cluttered or unclear marketing piece can fizzle out fast. Remember that you are trying to carefully lead people to your business, not ambush them! When it is time for you to develop a new marketing piece it is important to define its purpose:</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">1. Who will be receiving this?</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">2. How will they be reading it? (email, in your office, online, mailed to their home?)</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">3. What do you want them to do with it?</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Questions 1 and 2 are easy. Question 3 requires a bit more effort. The best rule of thumb is to decide on a singular purpose for the marketing piece. The are 4 basic categories I recommend using for HME or Home Care companies:</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">- Brand Awareness: Who you are, What you do, What sets you apart</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">- Promotional: Sale, Raffle, New Patient Offer</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">- Event Planning: Grand Opening, Open House, Fundraiser</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">- Educational: Condition Specific Products, Product Awareness, Accessories</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><br />
</div><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">Putting out more focused marketing pieces will provide more effective communication to customers as well as force your marketing team to be clear about their goals. If you need some help jump-starting your marketing materials or have some questions about streamlining, </span><a href="mailto:info@laboratory-marketing.com" style="font-family: Arial,Helvetica,sans-serif;">please let me know</a><span style="font-family: Arial,Helvetica,sans-serif;">! I'm always happy to talk with you...</span></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-30553569770495286112011-06-20T10:59:00.000-04:002011-11-28T14:40:37.573-05:00Passion in PeopleToday's blog post is a reflective one. When you are in the business of people, sometimes it's just good to take a minute to remember why we do what we do in the first place.<br />
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The most recent issue of Fast Company magazine included an <a href="http://www.fastcompany.com/magazine/156/just-download-it">article</a> about a man named <span class="image-caption">Vasu Kulkarni and his company, <a href="http://www.krossover.com/">Krossover</a>. Talented in both basketball and computer programming, Kulkarni created a way to bring high quality, yet inexpensive, analytical tools to high school and college level athletic programs. It is clear that Krossover was built from passion and a belief in the positive effect of athletics.</span><br />
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<span class="image-caption">Thinking about all the successful DME and Home Care companies I've read about or had the privilege to work with, there is one important factor that rings true with all of them: focus on quality patient care. As you well know, the medical world isn't one for people who see the world in black and white because every decision we make impacts the kind of care patients receive. From clinical details to billing, ABNs to education, each part of your business touches your patients in some way. </span><br />
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<span class="image-caption">So make it a great week and keep focusing on your patients - it's amazing what a little passion in people can do!</span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-11208619425434484112011-06-16T10:27:00.000-04:002011-11-28T14:40:52.979-05:00Element #3 - Always Adapt<div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">It's officially trade show season. The VGM Heartland conference wrapped up last week and Medtrade will be here before we know it. It's no surprise that much of the buzz is about competitive bidding, audits and technology. The home care industry, especially DME, is in a time of transition that can be enough to make your head spin... </span></div><div style="font-family: Arial,Helvetica,sans-serif;"><br />
</div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Change can be scary, however, it is also inevitable. Instead of finding yourself frustrated, try to see each new challenge facing your company as an opportunity to adapt - and succeed! </span></div><div style="font-family: Arial,Helvetica,sans-serif;"><br />
</div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">For example, when Medicare dictates you communicate more with patients about refills/supplies, get your team together and start brainstorming. You <b>will </b>come up with an idea, that idea will become a plan, that plan will become action. If your course of action doesn't accomplish your goal or meet your expectations, it just means the formula isn't quite right yet. Use your team to help identify strengths and weaknesses of the plan, readjust your actions and move forward.</span></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">Sure, that may seem too simple but remember that "simple" and "easy" are not the same thing. Simple planning strategies are what enable you to cut through the clutter of worry and stress in order to focus on overall goals, to adapt. Besides, if it were easy everyone would do it and you aren't just anybody, right??</span></span>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0tag:blogger.com,1999:blog-5822212586067276518.post-48250769886134183302011-06-14T10:23:00.001-04:002011-11-28T14:45:05.172-05:00Element #2: Contacting Your Medicare Patients: Dot the I’s and Cross the T’s<div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Contacting patients is essential to both the success of your patients’ care and the success of your business. Strong communication with patients will help strengthen the patient/provider bond by keeping them updated with clinical and promotional information. While masterminding your strategy for patient communication, remember that part of developing effective lines of communication means understanding the limitations. Though Medicare is now encouraging providers to maintain regular contact with patients regarding supplies/refills, it is easy to be confused by the “do’s and dont’s.”<br />
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For example, a section of the Social Security Act prohibits unsolicited telephone contact by suppliers. One of three conditions must be met in order to contact a Medicare patient by phone. Section 1834 (a)(17)(a) of the Social Security Act states:<br />
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<i>(A) In general—A supplier of a covered item under this subsection may not contact an individual enrolled under this part by telephone regarding the furnishing of a covered item to the individual unless one of the following applies:</i></span></div><div style="font-family: Arial,Helvetica,sans-serif;"><i><span style="font-size: small;"><br />
1. The individual has given written permission to the supplier to make contact by telephone regarding the furnishing of a covered item.</span></i></div><div style="font-family: Arial,Helvetica,sans-serif;"><i><span style="font-size: small;"><br />
2. The supplier has furnished a covered item to the individual and the supplier is contacting the individual only regarding the furnishing of such covered item.</span></i></div><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><i><br />
3. If the contact is regarding the furnishing of a covered item other than a covered item already furnished to the individual, the supplier has furnished at least one covered item to the individual during the 15-month period preceding the date on which the supplier makes such contact.</i><br />
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Common sense may tell us that being a patient implies consent to be contacted by you, however, the law is not so black and white. As far as I am concerned, requirement number one, listed above, is the simplest way to avoid potential pitfalls when calling patients: <b>get their consent. </b><br />
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The single best way to get patient consent is to just ask. When new patients come to you, have them fill out a consent form. Let them know how they will benefit from communication with their health care provider and assure them their contact information is secure. Existing patients can be asked to complete the form upon their next visit, the same way insurance information is updated. By openly collecting contact information and consent, you not only meet the Medicare requirements, you also take the first step to building patient trust and communication.<br />
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If you have any questions about how to contact patients or need help putting a consent form together, please send an <a href="mailto:info@laboratory-marketing.com">email</a> and I will be happy to talk with you!<br />
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P.S. There are also federal guidelines about contacting people through email. These guidelines apply to everyone, not just Medicare patients, but the solution is the same: Get consent.<br />
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</span></div>Anna McDevitthttp://www.blogger.com/profile/01691694863246780156noreply@blogger.com0