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VIEWPOINT: Digital-marketing strategies health-care providers shouldn’t ignore
In marketing, few things change as quickly as digital media. Oftentimes, trends tagged as “the next best thing” simply come and go, and they’re not around long enough to make a real impact. Other times, trends stick; they’re tested, reworked, and re-tested so that their true potential and return are reached. In my opinion, […]
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In marketing, few things change as quickly as digital media. Oftentimes, trends tagged as “the next best thing” simply come and go, and they’re not around long enough to make a real impact. Other times, trends stick; they’re tested, reworked, and re-tested so that their true potential and return are reached. In my opinion, those are the “trends” you want to grab onto — the ones that have had time to get better over time and prove their staying power.
There are two key strategies I predict will gain more traction in 2019 — artificial intelligence and video — because they’ve had time to blossom from “the shiny new thing everyone’s doing” to “legit marketing strategy that can drive business results when applied correctly.”
Whether you work for a health-care practice, hospital, or health-insurance company, these strategies can help you achieve any number of goals, including: attract new patients, retain existing patients, improve patient satisfaction and communication, improve staff efficiency, and drive more revenue.
First up is AI. Tapping into artificial intelligence (AI) to analyze customer/patient behavior and patterns isn’t as creepy as it might sound. If you want to get the most helpful information into patients’ hands at the right time, then you need to better understand their needs and wants. To research that manually could take countless hours; AI technology can help streamline work to help you create strategic, impactful, purposeful marketing moves. Here are a few examples:
• Content. AI technology can map a consumer’s digital journey on your website and anticipate a next best step for them. For instance, after they read a blog post or article on your website, AI can deliver a predictive prompt such as, “If you liked this, then you might also like this …,” directing the visitor to another relevant post.
• Chatbots. Powered by AI, a website chatbot can answer the FAQs that your receptionist often gets, thereby reducing your overhead, creating efficiencies, and improving your customer service. Imagine if you could automate 30 percent of your phone calls by answering common questions (such as: What are your hours? Where are you located? What insurance do you take? What’s your after-hours number?). When chatbots were first introduced, you had to be a tech person to understand, implement, and use them; today, the technology is plug-and-play so you can have it set up in minutes.
• Personalization. We are all unique individuals. We each have our own preferences, habits and path to purchase; heck, we each have a name. Research shows that it pays to get personal with customers, and that’s where AI comes into play. Customers want to feel like you know and understand their needs, so use their first name in emails, create landing pages that are specifically for them, and incorporate variable content that is relevant to them and their customer journey.
Let’s say you’re a general practitioner who sees patients between the ages of 18 and 80; that’s a wide variety of people at vastly differently life stages. You can segment your patient data and push out information that is most useful to specific groups of people. For example, if you see an uptick in arthritis cases within a certain age range, arm younger patients early with preventive information and provide patients in the target age range (older patients) with information more relative to treatment.
Second is video. Here are some stats for consideration:
• 70 percent of consumers say that they have shared a company’s video
• 72 percent of businesses say video has improved their conversion rate
• 52 percent of consumers say that watching informational videos makes them more confident in online-purchase decisions
When creating content for your audience, don’t underestimate the power of video. Video allows people who may not have otherwise been willing or able to consume your content to do so. By default, creating video also creates audio content — listening is great alternative to reading or even watching.
You don’t need to be a videographer and you don’t need a professional camera. You do need good quality footage (lighting, no shaky camera, and decent audio) and a topic of interest to your audience. For example, if you’re a pediatrician, shoot a video about “Five Tips to Help Kids Fight the Flu” or “Three Signs Your Child Needs to See a Doctor During Flu Season.” If you work at a hospital, shoot some behind-the-scenes footage to showcase a specific hospital wing or highlight staff members. If you’re a physical therapist, then demonstrate simple stretches people can do while at work.
Live video is trending now with businesses on Facebook, Instagram, and YouTube. This type of content is easy to create and implement to quickly get in front of an engaged audience. Small-business owners can host Q&As, offer a behind-the-scenes look, or office tours.
When it comes to video, easy, informative, and useful are three keys to keep in mind. When they’re produced, send them via email, share them to social media, and post them on your website.
Both of these strategies are tried and true, and delivering results for many businesses when executed the right way. As with most marketing strategies, these two are scalable, enabling you to start as small or go as big as you want. Today’s health-care landscape is more crowded and competitive than ever — what are you doing to stand out in 2019?
Chris Panebianco is chief marketing officer at Bankers Healthcare Group, a provider of financing to health-care providers. Contact Panebianco at chrisp@bhg-inc.com
Barton & Loguidice acquires Baltimore–area firm
SALINA, N.Y. — Salina–based engineering firm Barton & Loguidice, D.P.C. (B&L) announced it has acquired a Baltimore–area company as the local firm adds a second
Onondaga County to use nearly $5M federal grant for the Syracuse Healthy Start program
SYRACUSE, N.Y. — Onondaga County will use a federal award of nearly $5 million over five years to continue the Syracuse Healthy Start program. The
Gas-station employee arrested for stealing nearly $2,000 in lottery tickets
ONEONTA, N.Y. — New York State Police in Oneonta recently arrested a man for allegedly stealing nearly $2,000 in lottery tickets from the gas station
Industry Standard USA opens first office
CLAY — Industry Standard USA LLC, a grounds maintenance, facility maintenance, and general-construction company, has opened its first office in the town of Clay. The office opening came just weeks after the firm won contracts to handle maintenance work at U.S. Department of Veterans Affairs cemeteries on Long Island and in Memphis, Tennessee. The firm,
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CLAY — Industry Standard USA LLC, a grounds maintenance, facility maintenance, and general-construction company, has opened its first office in the town of Clay.
The office opening came just weeks after the firm won contracts to handle maintenance work at U.S. Department of Veterans Affairs cemeteries on Long Island and in Memphis, Tennessee.
The firm, which started as a lawn-care company in early 2010, operates in a 2,000-square-foot space at 5 Lumber Way, off Steelway Blvd. South. The new office opened March 5.
Chris Dambach, the company’s sole owner and a veteran of the U.S. Marine Corps., had previously run the business from his home in the town of Salina.
Industry Standard pursues state and federal-government contracts, says Dambach. “I think that’s where we’re going to continue to stay,” he says about the firm’s government-contract work focus.
Industry Standard is a New York-certified, service-disabled, veteran-owned business (SDVOB), Dambach notes. He spoke with CNYBJ on March 15.
“I’ve got a huge team behind me. Without my team behind me, I’m nothing,” he says, deferring attention from himself.
About the firm
Industry Standard USA currently has 25 employees in a mix of full and part-time roles. Of that figure, seven workers, including Dambach, are based locally.
The firm leases its space from Scott Gillespie, owner of OnSite Companies, which also operates inside the facility at 5 Lumber Way.
Dambach knew Gillespie, saying he had worked with him in the past. Dambach says he explained to Gillespie that he was trying to keep his costs low, so Gillespie gave him a deal, allowing him to open an office in the space and remain close to his home.
“And if you ever need any advice in business, I’m right upstairs,” Dambach says, recalling what Gillespie had told him in their conversation about the space.
Dambach changed his business name from Veteran Lawn Care to Industry Standard in early 2017 after the company started pursuing government jobs for general-construction work. He decided to change the name when the Army, Navy, and Veterans Administration would question why as a lawn-care company he would pursue construction work. Dambach eventually became tired of repeatedly telling contacts that his company had grown and figured a name change would be helpful.
“I keep hearing in the construction world … everybody keeps saying the industry standard is … the industry standard is … I said that would be one hell of a name,” Dambach quips.
He also notes that Industry Standard, USA is looking for general-construction partners in the Syracuse area that might be seeking to work with a SDVOB. Fewer than 600 SDVOBs operate in New York state and 25 percent of them handle general-construction work, says Dambach. “We’re one of those companies,” he notes.
Industry Standard, USA generated $2.6 million in revenue in 2018 and Dambach projects that the firm’s revenue will double to $5 million in 2019 on the strength of new contracts.
The company’s local customers include the Transportation Security Administration at Syracuse Hancock International Airport, the 174th Attack Wing of the New York Air National Guard, and local U.S. Army Reserve locations.
Latest contracts
The U.S. Department of Veterans Affairs (VA) in December awarded Industry Standard a five-year contract, valued at nearly $1 million, to restore and maintain the national cemetery in Memphis, Tennessee.
After winning the contract, Dambach applied for a loan through the Excelsior Growth Fund (EGF) to cover the costs of the equipment needed to service the contract. EGF is a nonprofit certified by the U.S. Department of Treasury as a community development financial institution. It promotes economic development and job creation in New Jersey, New York, and Pennsylvania by providing streamlined access to small-business loans and business-advisory services, according to its website.
Dambach secured a $50,000 EGF SmartLoan at a reduced interest rate of 5.75 percent through the EGF’s veteran-loan program with Bank of America.
Dambach learned about the loan through a veterans-support organization and the Entrepreneurship Bootcamp for Veterans organization.
“[The groups gave] me advice. They mentor me,” says Dambach. “[The loan process] was probably a tenth of the amount of paperwork that I would normally have to fill out.”
Dambach hired four new employees who are stationed in Tennessee to handle the cemetery contract. He also hired a full-time executive manager to operate his office in Clay.
Shortly after winning the Memphis contract, the VA awarded Industry Standard a five year, multi-million dollar contract to service the Long Island National Cemetery in Farmingdale. With this pact, Dambach is hiring between 12 and 14 full-time employees to raise and realign all the veteran headstones in the cemetery.
“We found out about [the Long Island contract] through this [free] SBDC [Small Business Development Center] system called BidLinx,” says Dambach. “This will go ahead and notify [a] business owner when there’s a new contract that just came out.”
Industry Standard has also secured five-year, blanket purchase agreement (BPA) contract for heating, ventilation, and air conditioning (HVAC) work at Fort Drum in northern New York.
“That basically is a vetted small list of certified contractors that will be allowed to bid on any HVAC work [at] Fort Drum,” says Dambach. “Because they don’t want to have to reach out to a hundred different contractors every time, [so they] go ahead and vet everybody and create a small pool of people that they know, like, and trust.”
Industry Standard plans to work with RPM Mechanical in Cicero, which Dambach describes as a “small-business partner,” to service the Fort Drum BPA contract. Remington Schlueter, with whom Dambach served in Iraq, operates RPM Mechanical, a New York State-certified, service-disabled, veteran-owned business.
In addition, Industry Standard, USA recently completed training in a small-business mentorship program through the Metropolitan Transit Authority (MTA) in New York City. After that training, it’s able to provide general-construction services for any MTA project in the city or state, says Dambach.
Business origin
While serving with the Marines in Iraq in 2009, Dambach and his fellow Marines were discussing what they wanted to do when they returned home. Dambach recalls that he didn’t have an answer but told the group that he had mowed lawns in high school to earn money in the summer.
“They said why don’t you start a lawn-care company,” Dambach recalls.
When he asked the others in the group what he should call the company, one suggested the name Veteran Lawn Care. His fellow Marines then challenged Dambach, figuring that he wouldn’t pursue the idea. But Dambach says he eventually accepted the challenge. When he returned to Central New York, he completed applications for jobs but “nothing really seemed like a good fit.”
He then decided to take some money he had saved up, bought some used mowers, and started pursuing the lawn-care company. His brother-in-law, who is also a Marine, let Dambach borrow his truck. He also bought a trailer, a string trimmer, and a back-pack blower. Lastly, he bought a print advertisement and printed out a few hundred flyers about his business for posting.
“And overnight, we had 30 residential clients and it started Veteran Lawn Care,” says Dambach.
Dambach joined the Marines in December 2007 at Parris Island, South Carolina and was officially discharged in May 2012. He had returned home following some injuries had sustained while in service, he says.
CenterState annual meeting keynote to focus on workplace culture
SYRACUSE — A member of the management team at the organization Great Place to Work will deliver the keynote address at CenterState CEO’s 2019 annual meeting. Tony Bond, executive VP and chief innovation officer of Great Place to Work, will speak as part of the event that starts at 12 p.m. on April 24 at
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SYRACUSE — A member of the management team at the organization Great Place to Work will deliver the keynote address at CenterState CEO’s 2019 annual meeting.
Tony Bond, executive VP and chief innovation officer of Great Place to Work, will speak as part of the event that starts at 12 p.m. on April 24 at the Nicholas J. Pirro Convention Center at Oncenter in Syracuse. The doors open at 11:30 a.m.
The luncheon is the region’s largest annual gathering of business and community leaders, CenterState CEO says.
Great Place to Work defines its mission as an effort “to build a better world by helping organizations become Great Places to Work FOR ALL,” per its website. It has offices in New York City and Oakland, California.
In his role at Great Place to Work, Bond shapes the organization’s “culture- transformation” work. He has served as a “trusted adviser” for some of the most successful global organizations, including the National Basketball Association; Dallas, Texas–based AT&T (NYSE: T); Stuttgart, Germany–based Daimler; Atlanta, Georgia–based Coca-Cola Company (NYSE: KO); job-search website Indeed; Austin, Texas–based Whole Foods; Midland, Michigan–based Dow Chemical Company; and New York City–based American Express (NYSE: AXP).
“Our research has long demonstrated that when we are able to build winning workplace cultures, it’s better for business, better for people and better for the world,” Bond said in a CenterState CEO news release. “I look forward to being a part of the conversation on how we can drive innovation and economic growth through highly engaged employees.”
Bond’s focus is particularly relevant as the region’s businesses prioritize the need to attract and retain talent, and “cultivate more inclusive and innovative” workplaces, CenterState CEO said. The ability of businesses to “remain agile, embrace change and evolve their workplace culture to not only impact their bottom line, but to serve a broader population of those seeking opportunity, serves as a blueprint for driving greater regional prosperity.”
“We are excited to welcome Tony to Syracuse as we examine how businesses and communities can evolve to create transformational change,” Robert Simpson, president and CEO of CenterState CEO, said. “We challenge the business community to lead with intention to drive innovation. When we maximize business success, and human potential at all levels, we can achieve greater economic prosperity for our region.”
CenterState CEO’s annual meeting will also unveil the 2019 Business of the Year award winners. For more information, visit: www.centerstateceo.com/AnnualMeeting.
Bousquet Holstein opens Ithaca office at clients’ urging
ITHACA — Bousquet Holstein PLLC has been servicing a “growing” client base in Ithaca and the Finger Lakes region “for many years,” Jan Quitzau, director of marketing and public relations at the Syracuse–based law firm, tells CNYBJ. He says in an email that Bousquet Holstein’s clients had “encouraged” the firm’s management to consider establishing an
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ITHACA — Bousquet Holstein PLLC has been servicing a “growing” client base in Ithaca and the Finger Lakes region “for many years,” Jan Quitzau, director of marketing and public relations at the Syracuse–based law firm, tells CNYBJ.
He says in an email that Bousquet Holstein’s clients had “encouraged” the firm’s management to consider establishing an office in Ithaca. The firm responded.
Bousquet Holstein opened its 2,200-square-foot office at 121 East Seneca St. in January, but waited to announce it in a March 18 news release after the firm had time to furnish, paint, install signage, and unpack files and boxes at the office, Quitzau says.
In its news release, the law firm noted that the new space will allow it to “better serve its client base in Ithaca and the Finger Lakes region.”
Bousquet Holstein is leasing its space from Tompkins Trust Company, per Quitzau.
Bousquet Holstein has one full-time attorney and two full-time paralegals that work full-time in the Ithaca office daily, per Quitzau. It also has eight lawyers from the Syracuse office who will be splitting their time each week between the Syracuse and Ithaca locations, he adds.
In its Ithaca office, Bousquet Holstein offers legal services that focus on trust and estates; elder law; business law and business transactions; public finance; Employee Retirement Income Security Act (ERISA) matters; commercial real estate; and commercial and trust litigation.
The firm’s clients in the Ithaca and Finger Lakes region will also “benefit from the experience” of attorneys and practice groups in the firm’s Syracuse and New York City offices, Bousquet Holstein contends.
“Our attorneys have personal roots in the Ithaca community and have been building professional relationships in the region for many years,” David Holstein, a firm member who serves on its board of managers, said in the release. “The addition of this location is a natural progression that will afford us the opportunity to serve the community in the same manner that we have in our Syracuse and New York City offices.”
Bousquet Holstein clients include businesses, individuals, trusts, estates, government agencies and not-for-profit organizations.
N.Y. manufacturing index March report points to growth slowdown
The Empire State Manufacturing survey general business-conditions index fell 5 points to 3.7 in March, the third consecutive monthly reading below 10. The index result suggests that growth has “remained quite a bit slower” so far this year than it was for most of 2018, the New York Fed said in its March 15 report.
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The Empire State Manufacturing survey general business-conditions index fell 5 points to 3.7 in March, the third consecutive monthly reading below 10.
The index result suggests that growth has “remained quite a bit slower” so far this year than it was for most of 2018, the New York Fed said in its March 15 report.
The index rose 5 points to 8.8 in February after falling eight points to 3.9 in January, “its lowest level in well over a year.”
The March reading, based on firms responding to the survey, indicates “business activity grew only slightly in New York,” the New York Fed said.
A positive number indicates expansion or growth in manufacturing activity, while a negative number shows a decline in the sector.
The survey found 30 percent of respondents reported that conditions had improved over the month, while 25 percent said that conditions had worsened, the New York Fed said.
Survey details
The new-orders index fell 5 points to 3.0, indicating that orders grew at a “slower pace” than last month, the New York Fed said.
The shipments index declined 3 points to 7.7, a level indicating that shipments “grew modestly, though representing the lowest reading in more than two years.”
Unfilled orders inched higher, and delivery times and inventories were little changed.
The index for number of employees climbed 10 points to 13.8, pointing to an increase in employment levels, though the average-workweek index turned negative for the first time since 2016.
The prices-paid index moved higher, rising 7 points to 34.1, indicating a “pickup” in input-price increases. The prices-received index fell 5 points to 18.1, suggesting that selling-price increases slowed.
Optimism about the six-month outlook was “slightly lower” than last month.
The index for future business conditions edged down 3 points to 29.6. The indexes for future new orders and shipments were also somewhat below last month’s levels.
Firms expected “solid” increases in employment and hours worked in the months ahead. The capital-expenditures index was little changed at 28.3, and the technology-spending index came in at 20.3.
The New York Fed distributes the Empire State Manufacturing Survey on the first day of each month to the same pool of about 200 manufacturing executives in New York. On average, about 100 executives return responses.
Jefferson County hotel occupancy rate falls more than 6 percent in January
WATERTOWN — Hotels in Jefferson County were less full in January compared to a year ago, according to a recent report. The hotel occupancy rate (rooms sold as a percentage of rooms available) in the county declined 6.5 percent to 30.8 percent in January from 33 percent in the year-ago month, according to STR, a
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WATERTOWN — Hotels in Jefferson County were less full in January compared to a year ago, according to a recent report.
The hotel occupancy rate (rooms sold as a percentage of rooms available) in the county declined 6.5 percent to 30.8 percent in January from 33 percent in the year-ago month, according to STR, a Tennessee–based hotel market data and analytics company.
Revenue per available room (RevPAR), a key industry indicator that measures how much money hotels are bringing in per available room, fell 5 percent to $26.92 in January from $28.34 in January 2018.
Average daily rate (or ADR), which represents the average rental rate for a sold room, increased 1.6 percent to $87.32 in January from $85.93 a year prior, per STR.
Truth, New York State, and you
June worked for me. Many years ago. We worked for a company owned by Harry. And Harry came out with a number of changes that would save money for the company. Problem is they would harm our workers. My job was to explain the many details of the changes — to a gathering of our
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June worked for me. Many years ago. We worked for a company owned by Harry. And Harry came out with a number of changes that would save money for the company. Problem is they would harm our workers.
My job was to explain the many details of the changes — to a gathering of our employees. I laid out the whys and wherefores — the reasons behind each change.
“Whoa,” June said. “Enough of this crap. The only reason for these changes is that Harry is one cheap SOB.”
I closed my folder and flicked off the slide projector. “I think you nailed it, June.” Truth. Applause.
More truth: Years ago, a married couple asked me to advise them. They earned good money. But they had gone bankrupt twice, and were nearly bankrupt again.
I listed 30 ways they could reduce their spending. Sell a few vehicles, I suggested. Take fewer vacations. They came up with good reasons to reject every one of these recommendations, all 30. In the end, I folded my file. I scrawled five words of truth across a pad and slid it toward them: You spend too damned much.
What is the truth about New York State? Why do we lose so many good people? Why do our businesses struggle, especially Upstate? Why do our schools, cities, and towns struggle? Why are parts of our infrastructure dilapidated?
Our politicians offer us a blizzard of reasons. Every government department explains. Yadda, yadda, yadda.
Here are a few truths that cut through the crap. New York State spends too much. It is that simple. To cover that spending it has to tax its people and businesses too much. We whine about high taxes. But there is a glaring reason we have high taxes. New York spends like that bankrupt couple. So, New York must tax heavily, to cover its ridiculous spending.
If anyone suggests we cut back, the squeals of pain erupt. Maybe you squealed as well.
Take education. New York could not possibly cut back on spending on our dear pupils. Gov. Cuomo proposed adding a billion more dollars in the latest budget. Well, New York already spends 90 percent more per student than the national average. It spends nearly double what the average state spends per student. Yet it cannot find ways to cut that spending?
Consider our state budget: New York has 10 million fewer people than Texas. Yet it spends $60 billion more annually. And it runs three times as much debt as Texas. Because the Empire State has had to borrow so much more — to cover its ridiculous spending.
New York also has to tax us punitively — to cover its spending excesses. Texas taxes gas at 20 cents per gallon. New York taxes gas at 61 cents a gallon. Texas taxes cigarettes at $1.41 per pack, New York charges $4.35.
New York taxes income and heavily. It starts at 4 percent and runs up to 8.8 percent on upper income folks. Texas levies no income tax.
New York splits hairs. It tells us why it cannot reduce any of its spending. It explains away its obvious stupidity. Just as I tried to explain away Harry’s cheapness. The state can offer a thousand reasons why it must spend so much money. Just as that bankrupt couple did.
But the state cannot escape a brutal truth: It spends too damned much.
New York is just about the top-spending state in the union. Try suggesting to its politicians that they cut 5 percent of spending, across the board. If the state outspends virtually all other states, surely we must run a bit of fat. Surely, we could find a few places to save.
Nah. Cannot be done. Nope.
And since it won’t cut spending, the state government must tax, tax, and tax some more. We camouflage and hide the taxes. We sugar-coat them. But we are desperate for money to pay for our ridiculous spending. Desperate because we cannot break our spending habits. We are addicted.
I use “we” at this point for a good reason. If New York ever really slashed its outrageous spending, we would howl. You can’t touch our school budget; Where are the grants for restoring our main street?; These kids will go hungry if the state cuts back, etc. etc.
Few of us can really handle the truth.
From Tom…as in Morgan.
Tom Morgan writes about political, financial, and other subjects from his home in upstate New York. Contact him at tomasinmorgan@yahoo.com, read more of his writing at tomasinmorgan.com, or find him on Facebook.
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