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The Marriage of Art & Science

"Stop thinking about what you want and start thinking about what people need."
  [design by ilovedust]

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.

The science aspect of marketing is about the quantifiable process. It involves analyzing the measurable details to draw logical conclusions: 

• What is your marketing goal?
• Who are you trying to reach with your message?
• What is your budget and/or timeline?
• What tools are available to you?
• Does my plan conform to Medicare guidelines?

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:

• What does your patient want?
• What does your referral source want?
• How can you make your company "easy to use?"
• Who do you need on your marketing team?
• Can I get my staff to participate?

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Good Design Principles Meet Durable Medical Equipment

Today I was reading about Dieter Rams: a legendary industrial designer who has inspired countless creative professionals. Though his body of work 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 here.

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The Devil in the Details: Keep Marketing Pieces Focused

"I don't have a lot of money to advertise so I'm just sending out this one flyer."

"That's ok," I replied to this small business owner, "What are you trying to accomplish with this flyer?"

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.

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:

1. Who will be receiving this?

2. How will they be reading it? (email, in your office, online, mailed to their home?)

3. What do you want them to do with it?

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:

- Brand Awareness: Who you are, What you do, What sets you apart

- Promotional: Sale, Raffle, New Patient Offer

- Event Planning: Grand Opening, Open House, Fundraiser

- Educational: Condition Specific Products, Product Awareness, Accessories

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, please let me know! I'm always happy to talk with you...

Element #2: Contacting Your Medicare Patients: Dot the I’s and Cross the T’s

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.”

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:

(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:

1. The individual has given written permission to the supplier to make contact by telephone regarding the furnishing of a covered item.

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.

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.

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: get their consent.

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.

If you have any questions about how to contact patients or need help putting a consent form together, please send an email and I will be happy to talk with you!

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.

The Golden Rule of High Gas Costs

We are all painfully aware of the increased cost of fuel and sometimes there is no choice left but to pass some of that increase on to customers. Just last week I read an article on the HME News website about high gas prices impacting delivery and shipping costs for providers.

Obviously no one wants to pay more for the same goods and services; informing your patients of higher rates, even just a few cents, can feel like a balancing act. It is important to keep them informed yet you want to keep them happy. Though it may not seem like it, this is a mini marketing exercise for you! Any time you have communication with a customer there is an opportunity to strengthen or weaken your brand. If you do have to increase pricing due to fuel costs, be up front with patients. Let them know you are actively monitoring costs to continue to provide a level of service they have come to expect from your company. 

However you deliver your message (email, statement stuffers, phone calls, etc.) the most important element is to be clear in your communication. Building trust with customers is important for repeat business. If you are ever in doubt, use The Golden Rule: Picture yourself as the patient. Would you be satisfied with your own communication? If your answer is "yes," then you're probably on the right track. If your answer is "no," readjust... or get a hold of me!