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Four Ways for Providers to Better Connect with Patients through email
Any health-care professional knows the importance of bedside manner. It builds a powerful relationship with your patients, instilling trust and safety in a setting where they may feel vulnerable. This relationship is key for delivering optimal care, retaining your patient base, and building your reputation. However, it can be difficult to extend that level of […]
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Any health-care professional knows the importance of bedside manner. It builds a powerful relationship with your patients, instilling trust and safety in a setting where they may feel vulnerable. This relationship is key for delivering optimal care, retaining your patient base, and building your reputation.
However, it can be difficult to extend that level of care if you only interact with patients once or twice a year. One way to nurture patient relationships outside of the exam room is through email marketing.
Here are some tips to use email as a means of building stronger, long-lasting relationships with your patients.
Make it useful
While the entire purpose of email is to send and receive messages, recipients delete more than 10 percent of emails sent by businesses before even opening them. So, make sure your message includes something useful to your patients.
Share information that is both health-related and practice-related, such as news of recent office hires, promotions, or health tips. All of these reinforce the role your practice plays in patients’ wellbeing. For easy reading and predictable delivery times, consider packaging these messages into a monthly newsletter.
At a loss for news? Consider sending emails relating to national health observances, such as American Diabetes Month or National Immunization Awareness Month. These provide a great opportunity to educate your patients.
Make it personal
Do any of the marketing emails you receive address you by your first name? Adding personalization to your message can be a crucial step to making your email conversational, rather than coming off as disinterested, bland, or one-sided.
Write messages in the second person, using pronouns like “you” and “your,” which reinforce building a personal connection with patients.
To ensure your emails are even more personalized and useful to patients, you can segment emails by interests. For instance, if you know a portion of your patients are mothers, consider sending them information and articles about children or developments in pediatrics.
Something as simple as sending an email wishing each patient a happy birthday, or recognizing a patient’s anniversary with your practice associates you with goodwill. This gesture recognizes a day special to your patient and honors the personal connection that you’ve developed during appointments and treatments.
Make it easy
The last thing you want to do is waste anyone’s time. Make sure your messages are easy to understand, simple, and to the point.
Today, 54 percent of emails are opened on a mobile device, so there’s only so much room on the screen for content. Review what you write and ensure that your message is clear and explicit, getting the point across as quickly as possible.
Assuming your patients aren’t experts in the health-care field, avoid using acronyms, industry terms, or jargon.
Finally, make it easy for your patients to connect back with you. Link back to your practice’s contact information, hours, social-media platforms, website, or any additional contact information you’re willing to share.
Track, refine, and repeat
Email marketing should be an ongoing process, and tracking a few simple email metrics will help define your email success. To gain the best results you can will take some trial and error.
Fortunately, email-marketing effectiveness is fairly easy to measure. Delivery success (the number of emails that are successfully sent and were not bounced back to you because the email address is incorrect); open rates (the number of people who opened your email); unsubscribe rates (how many people opted out of receiving your emails); and click-through rates (how many times people clicked a link or image in the email) are all good metrics to determine the success of your email campaign. Evaluate what works and what doesn’t, and then adjust your approach accordingly.
Email is a communication platform that continues to grow. Take advantage of it to nurture relationships with your patients, as well as keep them informed and engaged.
Chris Panebianco is chief marketing officer at Bankers Healthcare Group, a provider of financing to health-care providers. In the past two decades, BHG has provided more than $3 billion in working capital and worked with more than 100,000 licensed health-care professionals. Contact Panebianco at chrisp@bhg-inc.com
Here’s why you should take that patient-satisfaction survey
In a world where we seem to be inundated with surveys (like purchase-experience emails), which ones are worth completing? Believe it or not, your health-care provider’s patient-satisfaction survey is one survey that’s well worth your time. Here are three reasons why you should consider taking that survey the next time around. Do you want to
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In a world where we seem to be inundated with surveys (like purchase-experience emails), which ones are worth completing? Believe it or not, your health-care provider’s patient-satisfaction survey is one survey that’s well worth your time.
Here are three reasons why you should consider taking that survey the next time around.
Do you want to receive up to 10 telephone calls? Yes, 10. Since some patient-satisfaction surveys are mandated by CMS (the Centers for Medicare and Medicaid Services), the survey vendor must follow all survey protocols. For some patient surveys, this includes vendors making up to 10 phone-call attempts. Consider answering and completing the questionnaire before the survey vendor is required to try your phone number another nine times.
Do you find yourself wishing the health-care system could be improved? Have a say in health-care delivery and help drive quality improvements through your feedback. Patient-satisfaction surveys give you a voice in the quality and coordination of care. Even better, health-care organizations are now more likely than ever to take your input and improve their quality of care due to government-reform incentives and mandates.
Hang in there. You may receive several surveys throughout the year (depending on how many facilities you are receiving care at), but it’s important to continually participate. Change, especially in health care, doesn’t happen overnight. The data a facility receives over time will allow it to pinpoint areas for improvement, set standards, and take action where needs fall short.
Christine Benn is the business-development coordinator at Research & Marketing Strategies, Inc. (RMS). The firm’s research work includes patient surveys in the health-care field. Contact Benn at ChristineB@RMSresults.com or (315) 635.9802.
Economic Duds, Success, Predictions, and Markets
Yes, our economy has improved. Hold your breath: it may improve more. Signs that it has improved include the following: Unemployment rates are at record lows in 14 states and the number of people drawing unemployment is the smallest since 1974. Not the percentage, but the number. We have twice the labor force today. Yet
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Yes, our economy has improved. Hold your breath: it may improve more.
Signs that it has improved include the following: Unemployment rates are at record lows in 14 states and the number of people drawing unemployment is the smallest since 1974. Not the percentage, but the number. We have twice the labor force today. Yet the number who draw unemployment is what it was 43 years ago. Miraculous.
Our GDP grew at 3.1 percent over the last three quarters. The government predicts it will hit a 3.3 rate for the last quarter. That would be the highest in 15 years.
The Feds also predict a 3.3 rate over the next year. Important supply chain figures are annualizing at 7.5 percent growth. This is a strong indication of healthy GDP in the future.
About 93 percent of our manufacturers say they are optimistic — the highest in 20 years. Last year, only 56 percent were optimistic.
Meanwhile, the index of small-business optimism is hitting record highs month after month.
The Congressional Budget Office credits President Trump’s tax cuts and policies for much of this success. It is hard to avoid that conclusion. It’s hard to avoid the reality that President Obama’s economic policies were flops.
Have you noticed how few of Obama’s advisers have touted their policies in books and articles?
They did do some bold work to halt the banking crisis. But having saved the patient, they then pulled the blankets over and nearly suffocated him.
They supported the Dodd-Frank legislation which smothered stretches of the economy. They pushed for humongous stimulus spending — for all those shovel-ready projects. They pushed for the Obamacare nightmare and its deadening regulations and taxes. They heaped regulations by the ton onto our businesses.
For what they sowed, they reaped anemic growth. They won’t tout their policies of old, because their predictions were ridiculous. In 2010, the White House predicted 2011 GDP would grow 3.8 percent. And that it would surge to 4 percent in 2012 to 2014. Never happened. They got 1.5 percent growth in Obama’s final year. Obama’s policies proved to be a dud.
His advisers learned little. They are blinded by their hatred of Trump. So much so, they predicted his free-market policies would fail.
One said it was “mathematically impossible” for us to get to the growth we have under Trump. Another predicted 10 years of growth of about 2 percent.
One said that Trump’s belief in 3 percent growth was like “believing in tooth fairies and ludicrous supply-side economics.”
Some mathematics. Some growth. Some tooth fairies. Some predictions.
Theirs was a failure to use common sense. When you dump tons of taxes and regulations on an economy, it will not grow rapidly. When you relieve an economy of such burdens, you have a better chance for expansion. They did not see this when they were in power. They are also blind to it now.
Now for the stock market. Does all this growth point to a surge in the stock market? Maybe not, for now. (Caution: Ignore my predictions for the market. Ignore everybody’s.)
The market loves profits. Many U.S. companies may see some shrinkage of profits over the next few years. For common-sense reasons. Tight labor markets lead to higher labor costs. Expanding economies lead to competition for capital. Capital costs (interest rates) are rising. Expansion leads to competition for materials. Some materials costs are rising.
In other words, costs for many companies are rising. This will squeeze their profits. Probably not dramatically, but enough to slow the stock market’s growth.
If that breathing spell comes about for stocks, I won’t be surprised. If our economy does not continue to expand at a healthy pace, I will be surprised.
And if Obama’s economic advisers hold their tongues, it will be one of their smarter moves.
From Tom…as in Morgan.
Tom Morgan writes about political, financial, and other subjects from his home near Oneonta. You can write to Tom at tomasinmorgan@yahoo.com. You can read more of his writing at tomasinmorgan.com
Our republic is under stress. So much so, in fact, that if you’re not worried about its future, you probably haven’t been paying attention. What makes me say this? Our public discourse has become uncivil and shrill. Corruption and unethical actions by prominent politicians headline the daily news. Too many politicians make their mark by
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Our republic is under stress. So much so, in fact, that if you’re not worried about its future, you probably haven’t been paying attention.
What makes me say this? Our public discourse has become uncivil and shrill. Corruption and unethical actions by prominent politicians headline the daily news. Too many politicians make their mark by fueling division, exploiting frustration, and casting doubt on our democratic institutions — and too many Americans respond by agreeing with them.
So it’s not surprising that many Americans have tuned out. They understand our republic only vaguely and participate in it less. We appear to be caught in a dangerous downward cycle. Government is seen as dysfunctional and corrupt; this causes the ablest people to stay out of government and politics; and this, in turn, hobbles politics and government.
The risk in all this is that as Americans disengage, we place the entire American democratic enterprise in jeopardy. So what do we do? What we need most of all is for our citizens — that’s you and me — to appreciate this democracy we’ve inherited, and to step up to the responsibilities it asks of us.
Our republic, despite its many challenges, is at its core a monumental achievement. It is marked by strong, independent branches of government, entrusted to exercise limited and defined powers within the bounds of the Constitution.
It enshrines checks and balances, separation of powers, equal individual rights and opportunity, and the rule of law. Most remarkably of all, it allows us to seek a more perfect union — to improve it as the nation evolves. This is its great strength.
But we can only take advantage of its strength when we act as though we’re all in this republic together — to secure a country where all people can enjoy the promise of America by living a life of honor, excellence… and responsibility.
Because democracy places demanding responsibilities on its citizens — to cast an informed vote, to engage in the dialogue of democracy with civility and a willingness to learn, to make discriminating judgments about politics and politicians, to work with others to strengthen the institutions of democracy and improve our part of the world.
Let’s not deny it: the trends these days are worrisome. But if we also lose trust that we, as citizens, can turn the republic around by shouldering our responsibilities to act, that’s when we’re truly sunk.
Lee Hamilton is a senior advisor for the Indiana University (IU) Center on Representative Government, distinguished scholar at the IU School of Global and International Studies, and professor of practice at the IU School of Public and Environmental Affairs. Hamilton, a Democrat, was a member of the U.S. House of Representatives for 34 years, representing a district in south central Indiana.
AUNDRE SEALS has joined Tompkins Trust Company as a marketing communications business partner. He holds a bachelor’s degree in acting from SUNY Fredonia. Seals lived and worked in New York City for eight years, managing events and marketing/social media for a range of companies in the hospitality and retail industries, including Dylan’s Candy Bar, My
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AUNDRE SEALS has joined Tompkins Trust Company as a marketing communications business partner. He holds a bachelor’s degree in acting from SUNY Fredonia. Seals lived and worked in New York City for eight years, managing events and marketing/social media for a range of companies in the hospitality and retail industries, including Dylan’s Candy Bar, My Cooking Party, Analogue, and Professor Thom’s. Seals has directing credits Off-Broadway, with the National Comedy Theatre, and is an active theatre artist in Ithaca, with credits working on stage with both the Kitchen Theatre Company and the Hangar Theatre.
ROSS IRELAND has been promoted to retail territory manager for NBT’s Central New York territory, where he oversees 26 branches in Greater Syracuse and the Mohawk Valley regions. He has more than 10 years of experience in the financial-services industry. Ireland joined NBT Bank in 2015 as a retail market manager. Prior to that, he
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ROSS IRELAND has been promoted to retail territory manager for NBT’s Central New York territory, where he oversees 26 branches in Greater Syracuse and the Mohawk Valley regions. He has more than 10 years of experience in the financial-services industry. Ireland joined NBT Bank in 2015 as a retail market manager. Prior to that, he was a regional sales manager with Citizens Bank. Ireland earned his bachelor’s degree from SUNY Fredonia in economics and marketing.
The Sessler Companies has hired BRUCE SHERMAN as director of development & public relations at its headquarters in Waterloo. He brings more than 15 years of experience in the private and public sectors, including working in business and economic development and project management. Sherman was previously an economic-development specialist for the Cayuga Economic Development Agency
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The Sessler Companies has hired BRUCE SHERMAN as director of development & public relations at its headquarters in Waterloo. He brings more than 15 years of experience in the private and public sectors, including working in business and economic development and project management. Sherman was previously an economic-development specialist for the Cayuga Economic Development Agency (CEDA) in Auburn, focusing on business development, working with existing businesses on retention and expansion. He also has professional experience working with all levels of government. Sherman was also previously an account executive with Tompkins Insurance Agencies, Inc. in Auburn. He began his career in public sector as a planner with the City of Auburn’s Office of Planning & Economic Development and on the staff of NYS Assemblyman Gary D. Finch.
Blitman & King LLP announced that it has named TIMOTHY R. BAUMAN, of the Rochester office, and NATHANIEL G. LAMBRIGHT, of the Syracuse office, as managing partners. Bauman and Lambright will oversee operations for the firm’s four offices in New York state. Together, they have 41 years of experience with the firm. Lambright joined Blitman
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Blitman & King LLP announced that it has named TIMOTHY R. BAUMAN, of the Rochester office, and NATHANIEL G. LAMBRIGHT, of the Syracuse office, as managing partners. Bauman and Lambright will oversee operations for the firm’s four offices in New York state. Together, they have 41 years of experience with the firm. Lambright joined Blitman & King’s Syracuse office in 2001. He has been recognized for his work representing private and public sector unions and individual employees. Lambright graduated with a bachelor’s degree from Hobart College, and earned his law degree from Syracuse University College of Law.
Indium Corporation has promoted two long-term employees. ANTHONY LANZA, JR. has been promoted to the position of assistant manager of the research & development staff and BRANDON JUDD has been promoted to assistant manager of the engineering staff. Judd joined Indium in February 2007 as a technical-support engineer. In January 2017, he was promoted to
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Indium Corporation has promoted two long-term employees. ANTHONY LANZA, JR. has been promoted to the position of assistant manager of the research & development staff and BRANDON JUDD has been promoted to assistant manager of the engineering staff.
Judd joined Indium in February 2007 as a technical-support engineer. In January 2017, he was promoted to manufacturing-process engineer. Judd earned his bachelor’s degree in mechanical engineering technology from SUNY Polytechnic Institute in 2006. He is currently enrolled in the master’s degree program in engineering management (MSEM) at Clarkson University.
Lanza joined Indium as an engineering intern from June 2006 to March 2008. He formally joined the company in April 2008 as a manufacturing engineer. Lanza earned his associate degree in mechanical-engineering technology from Mohawk Valley Community College in 2005 and his bachelor’s degree in mechanical engineering from SUNY Polytechnic Institute in 2008. He is currently enrolled in the MSEM program at Clarkson University. Indium has added two new employees to its operations team.
CHRISTOPHER NIMON and THOMAS WILSON have been hired as senior quality engineers. They are responsible for working with internal groups to meet product quality objectives.
Prior to joining Indium Corporation, Nimon was a senior quality engineer at CONMED Corp., responsible for its advanced surgical and electrode lines, supporting CONMED locations in Chihuahua, Mexico, and Utica. He earned his bachelor’s degree in electrical engineering, with a minor in physics, from Rochester Institute of Technology.
Wilson previously worked as a quality manager at Milestone AV Technologies, LLC, where he implemented an integrated management system complying with industry standards. He earned his bachelor’s degree in chemistry from Purdue University. Currently, he is pursuing his master’s degree in engineering from the University of California Riverside.
Cumulus Media has hired LISA MICHAUD as a digital sales manager in Syracuse. She earned a bachelor’s degree in communications from The College of New Rochelle, and has an extensive background in media advertising — working in digital, TV, and radio. TODD STORIE has joined Cumulus Media in Syracuse as an account executive. He previously
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Cumulus Media has hired LISA MICHAUD as a digital sales manager in Syracuse. She earned a bachelor’s degree in communications from The College of New Rochelle, and has an extensive background in media advertising — working in digital, TV, and radio.
TODD STORIE has joined Cumulus Media in Syracuse as an account executive. He previously worked at AT&T Premier Technologies & Staff Leasing. Storie has also worked for radio stations across New York state, and interned at Universal Records. He received a bachelor’s degree in communications from SUNY Cortland, where he was the program/music director for the campus radio station.
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