Beating the Smoking of Our Generation – Tips for Healthy Brands and Healthy Living

Those of you following along know that I’m committed to doing 50 healthy things this year in honor of my impending 50^th birthday.  Here’s #2:  Walking meetings

I first got this idea when I attended a Kansas City TedxKC event last fall.

This talk by Steve Illardi, a neuroscientist who studies depression, covered “life hacks” to enhance brain function.  He focused on the problem of too much sitting, saying it is “the smoking of our generation.”  He espoused the idea that physical inactivity takes a toll on the brain, not just the body. Conversely, key circuits in the brain are activated by physical activity.  He even went so far as to say that exercise keeps your brain young by generating new cells. (Sounds good to me.)

Illardi’s talk really hit home.  I spend a lot of time in meetings – as do all of my associates and clients. And you guessed it, we are mostly sitting.  In our business, solving problems and generating ideas are keys to success.  Maybe those hours sitting in conference rooms are not only endangering our health but also preventing us from doing our best work.

So to remedy the problem, we are instituting more walking meetings at Kuhn & Wittenborn.  We are fortunate that our office is located at Crown Center, the campus of Hallmark’s world headquarters.  During inclement weather, we have an elaborate maze of skywalks and underground tunnels in which to conduct our walking meetings.  And of course during nice weather, the grounds of Crown Center are beautiful. Our goal is to do at least one walking meeting each day – creating healthy lives and healthy brands.

Could this idea work for you?  Try, and send me your pics.

50 Ways to Get Healthier in 2014

I am going to turn 50 in August.  It’s a hard, cold fact — even though in my head, I’m only 25.

Since I can’t turn back the clock, I’ve decided to make the most of it.  I’ve never made a public New Year’s resolution before, but this year is different.  I’ve decided I’m on a quest to make 2014 the healthiest year ever.

To that end, I am pledging to do 50 things this year to improve health – for myself, my family, my friends, my colleagues, my clients, my community, or the world.

I’ve already done the first thing.  I just traded in my old, gas-guzzling Volvo for an all-electric, emission-free Nissan Leaf.  I’m counting on this purchase having an impact, even if it’s small, on the air quality of Kansas City.  (And yes, it makes me feel better knowing that Nissan will tow me for free if I forget to charge my new car, and I end up stranded.)

I’m still formulating the rest of the list. My vision is that some of these things will be small and personal, while others may be larger and more organized. I would love your ideas, input and participation.  Stay tuned.

Wishing all of you health, happiness and success in 2014.

A New Beginning for the Main Artery – Getting to the Heart of Healthy Brands

Regular readers know that the Main Artery has covered many topics over the past couple of years, mostly pertaining to cardiovascular marketing.  For more than 25 years, I have had the privilege of working with clients in a variety of industries. The combination of working with great clients and dealing with unexpected health challenges in my family led to a special interest in healthcare, and in particular, cardiovascular marketing.

However, a New Year leads to new perspectives.  I’ve been thinking for awhile now that I’d like to expand the subject matter covered in the Main Artery.  At Kuhn & Wittenborn, we work with clients whose products and services make life better.  Some improve our physical or financial health.  Some show us ways to have fun and learn new things.  Others keep the lights on and protect the environment.

Going forward, the Main Artery will get to the heart of how to creatively make all of us – our clients, their customers and each other — happier, healthier and more successful.

I believe we all get smarter through shared knowledge.  I love to exchange insights, ideas and strategies that work.  I hope you’ll join me.

Responding to Negative Feedback in Cardiovascular Marketing Social Media

Having a plan for dealing with negative comments that pop up in your social media channels is critical.

By now, most healthcare organizations have decided that the benefits of building an online community outweigh the risks. However, I’ve certainly had a couple of clients who have been concerned (and rightly so) recently about how to respond to negative feedback.

I came across a post from Nicola Ziady that offers some good advice about how to deal with less than positive comments.

The first step in dealing with negative commentary on your social media networks is to determine what type of feedback you have received so that you can craft an appropriate response. Below are four types of feedback and what to do if you encounter them:

1. Straight Out Problem

A patient or referring physician may publish information about something that went wrong. This type of feedback can certainly paint your hospital in a poor light, but it can also be helpful in exposing genuine problems that need to be solved.

What to Do:

A comment raising a Straight Out Problem definitely deserves a response. You should issue a public response so that all members of your online community can see it. But it might also be appropriate to send a personal message to the person who made the comment, depending on how widespread the problem is and how many people are discussing it. If a serious problem exists, steps should be taken to fix it. Patients should be notified that you are listening to concerns and that steps are being taken.

Sometimes tough criticism is the result of a “perceived problem” rather than an actual problem (e.g., someone who just doesn’t like the method by which you do a certain procedure). This type of complaint should also be given a formal response, even if only to say, “Thank you for bringing it to our attention, but here’s why we do it that way.”

2. Constructive Criticism

Sometimes feedback comes with a suggestion attached. Many patients — including the most loyal, will use Twitter, Facebook or your blog to suggest ways in which you can improve your facilities, service or care. While this feedback does point out flaws, it can be very helpful to receive.

What To Do:

First, thank patients who took time to provide you with a suggestion. If it is something you will implement or consider, let them know. Bringing patient ideas into your process can certainly build loyalty.

3. Merited Attack

While the negative comment itself may not be merited, the issue that initiated it has merit in generating this type of feedback. You, your physician or your nurse did something wrong, and someone is angry.

What To Do:

Merited Attacks can be tough to tackle and solve, as they are more likely to involve other groups in the hospital. As harsh as this type of criticism can sound, it’s important to remember that it usually stems from a legitimate problem. It is best to respond quickly and with a positive tone. Thank the commenter for his or her feedback and assure them that steps are being taken to correct the problem or mitigate their issue.

4. Troll (I love this term.)

This is an annoying type of negative feedback. The difference between trolling & a merited attack is that trolls have no legitimate reason for being angry at the hospital. This feedback is a waste of everyone’s time.

What to Do:

The last type of negative feedback, Trolling, is the only category which does not require a response. Often, it is better not to respond to Trolls because this type of commentary is not really “feedback.” Instead, it is designed to bait you into an unnecessary and perhaps even damaging brawl. Ignore this type of feedback and remove from your Facebook page. (Note: Yes, it’s okay to remove abusive posts.  One of our clients recently had a Troll whose comment initially posed as a Merited Attack. Our first response just fueled the fire, and the Troll turned quite ugly with a very unmerited attack on one of our physicians. We quickly removed the post, and the Troll went slinking away.)

Please do make sure that you have a social media policy in place, especially on your Facebook page that clearly states your intolerance for abusive comments.

Here’s a basic example:

Posting Policy

We welcome the exchange of ideas on our Facebook page through the use of posted comments.

 Comments posted on our page do not necessarily reflect the opinions or policies of the [company].

 We adhere to Facebook’s Terms of Use and Code of Conduct, and we reserve the right to remove any content that is abusive and/or profane, as well as advertisements for services, activities, and events not sponsored by the [company].

 If you have a concern about any posted content, or about any content that has been removed by the administrators of this Facebook page, please e-mail us at XXXXXX.

The bottom line in responding to criticism is to stay positive. As tempting as it may be, don’t be drawn into a public brawl with a patient. Nothing good can come of it.

Seven Planning Tips for Crisis Communications in Cardiovascular Marketing

The holidays can be busy time for cardiovascular centers.  Unfortunately, the potential need for crisis communications also rises this time of year.

Here are some great reminders from PR News Online on how to make sure you are controlling the message during a challenging situation:

• Distribute your response/comment/story through multiple channels:

Post on your Web site; post links on your organization’s Facebook and Twitter accounts; e-mail key reporters and constituents; and to respond to constituents’ phone calls, provide printed copies to office staff for use when answering questions.

• Transparency matters:

Tell as much information as you can, but guard what should be kept private, such as personnel information.

• Have a crisis management team:

Never try to develop and execute a crisis communication plan by yourself. It’s best to have a small team already designated, with about four standing members, who will work with you. Have a standing rule that any member of your crisis management team may call a meeting should the need arise.

• Learn to recognize potential controversy:

If your organization’s actions are likely to upset some people, know that you will have some work to do to resolve issues. This is particularly true with bad behavior by employees, patient satisfaction issues or pocketbook issues such as staff reductions, lost wages or pension and benefit cuts.

• Use a single spokesperson:

You want your response to be as uniform as possible. Determine who will speak for your organization and provide that person with talking points. Tip: Don’t ask an attorney to be your spokesperson. You want a key leader in your organization to speak, often with the advice of an attorney.

• Monitor broadcast media, newspapers, e-mail, Web and social media channels for reports:

Rely on Google or other search sites and have them set up to get results for several times a day. Check e-mail often, and use searches to check the Web.

• Be prepared to correct inaccurate information:

Sometimes information reported by news organizations is just plain wrong. Ask that incorrect information be corrected if there’s a critical error that changes the facts.

Good reminders.

In addition, these seven questions from John R. Brooks of the Communication Services of the Evangelical Lutheran Church may save you some trouble:

1. Are you reachable at all times, including weekends and evenings? Be sure your office phone message includes your cell phone number.
2. Do you know the reporters in your area who write about your organization? It helps to know them, especially when there’s a crisis.
3. Have you determined your spokesperson? Know who this person is in advance. You don’t want to be assigning roles in the midst of a crisis.
4. Have you set up Google alerts with your organization’s name and/or names of key leaders? This is a great way to get timely updates on the news you need to know.
5. Have you created a Google Profile for yourself? Your profile, with contact information, will show up at the bottom of page one on any search for your name. Go to “Google Profile” for more information about how to create a profile.
6. Have you established Facebook and Twitter accounts? You’ll need the search functions to monitor your crisis in the social media world.
7. Do you have computer access away from the office? Be sure you have access to a computer when at home, on weekends and on vacation. Be sure you can access your Web site from a remote location. You’ll never know when you’ll need it.

Feel-Good Cardiovascular Marketing Story of the Year

We all know that delivering an excellent, customized patient experience can go a long way in promoting our hospitals.

Check out this story about Anne Arundel Medical Center in Annapolis, Maryland.

Kudos to the staff, who clearly went above and beyond to host a wedding under some very unusual circumstances.

I’m jealous.  This is a great story, and I hope they get tons of mileage from it.

A Social Media Creative Brief for Cardiovascular Marketers

Surprise! Social media efforts can be more successful if you do a creative/planning brief before getting started.

I feel vindicated. For months, I’ve been telling our young account people (and clients) that while social media is certainly “cool” and definitely has a place in today’s marketing mix, it’s also just another “tool in the tool box.”

What I mean is that while social media is delivered via new channels, some things about the concept really aren’t so new.  The basic communications strategies that guide other media should be employed in the social space as well.

I came across a recent post from planner Griffin Farley that outlines a creative/planning brief for social media.

For the most part, it’s not all that different from the creative briefs we use for more traditional campaigns, but it does have a few nuances that are worth considering.

Take a look at the questions:

• What is remarkable about the Brand, Product or Service?
  This area helps us ground the propagation campaign back in the product.
• Who is the target audience?
  Is there an audience that needs to be reached to you’re your business objectives? What is the action that this audience needs to act on to reach these objectives? Think of this audience as your aspirational audience.

Sounds pretty familiar, huh?   It’s a good start.

Now, read on.  The next few questions really do help us think about how the social experience plays a unique role in the marketing communications mix.

• Is there another group of people that has more persuasion over the target audience?
  This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience.. Think of this audience as your inspirational audience.

• How does the creative foster a social experience?
  Is the creative designed to entertain, act as a branded utility, to challenge, to spawn user generated content, etc.

• Why would someone want to pass something like this to others?
  This is an area to talk about social theories (e.g. custom or personalized, gift economy, peer production, random acts of kindness, pay it forward, etc) into why this creative might be shared and passed along among friends.

• What are the existing creative assets (if any)?
  List the creative assets that already exist. Is there a chance to use these assets in new ways? Ask yourself if new things need to be created to help extend the narrative.

• How long do we have before the paid media begins?
  This is a timing question that reminds us how to use Owned, Earned and Paid media appropriately.

• What are the benchmarks and metrics will we be following?
  This helps the creative team know if there are platforms that the client feels are most important to measure success (Acquisitions, Facebook or Twitter followers, video views, etc.). If the client doesn’t have specific metrics list the ones that you will follow including impressions, reach, interaction and most important, sentiment.)

I think these questions add an important dimension to the social planning dialogue.  If you can’t answer these questions, you might want to reevaluate your entire social media strategy.

Seven Reasons to Pair SEO and PR in Cardiovascular Marketing Strategies

If you’re not incorporating search engine optimization into your media relations strategy, you may be missing out on opportunities.

Earned media and organic search engine rankings are increasingly interdependent. With so many traditional media outlets moving into the digital space, media relations strategies have to keep pace.

Here are seven good reasons to incorporate search engine optimization into your PR processes:

1. Reach Journalists where they’re looking.

Research shows that journalists are changing their behavior in researching stories. Optimizing news content and digital assets presents a significant opportunity to “be” where journalists are looking.

2.         Search extends reach of PR & communications.

Your content may be of value to many audiences outside of the media.   Patients, prospective patients, physicians and potential employees are influenced by news content. Optimizing what can be searched extends the reach of PR and communications efforts far beyond traditional news distribution channels.

3. Increase unsolicited media placements.

Web sites that optimize and promote news content receive unsolicited mentions from industry news sites, blogs, online and offline publications. Optimizing news content for search can increase the effectiveness of traditional media relations outreach efforts.

4. Bypass media channels: direct to consumer

It’s important to have a content strategy for news because it fortifies your brand.  Optimized content can be searched for and found by anyone:  patients, prospective patients, physicians and potential employees to name a few.

5. Optimized PR facilitates marketing goals

Online news content is often republished, through blogs and other social networks. A link-building strategy can drive direct traffic to your site and increase search visibility due to the influence of links.

6. Protect your brand & online reputation

“Lack of control” is often cited as a fear of online marketers. However, organizations that publish content can ensure that it is optimized for brand terms, products,  names and any other brand asset they wish to protect in the search results.

“Don’t wait until someone creates a yourbrandsucks.com web site that ranks #1 for your brand name to start working on your search results reputation. Be proactive about optimizing content on and especially, off the corporate web site for brand names,” says Lee Odden of TopRank Online Marketing Blog.

7. Demonstrate more value from PR & Communications

If you’re like my clients, you’re being asked to produce more results with fewer budget dollars these days. Search traffic earned through optimized news content can help you show results that are directly attributable to your efforts.

If you have examples of search strategies that are working for your organization, I’d love to hear from you.

Highlighting Patient Success Stories in Cardiovascular Marketing

Patient success stories can be among the most rewarding aspects of cardiovascular marketing.

As a marketer, I have spent most of my career in awe of the medical professionals who actually deliver the services we tout.  It’s easy to minimize the impact of marketing communications activities versus medical procedures that actually “save lives.”

Ever so often, though, a story surfaces that makes me realize that we marketers do, indeed, help in the “life-saving business” by raising awareness and educating patients about what we have to offer.

I’ll never forget the story of a patient whose life was saved after hearing one of our clients’ radio spots. Later that day, the woman began to experience signs of stroke.  Because she remembered hearing about our clients’ expertise, she asked the ambulance to take her to our hospital.  Her stroke was “reversed,” using our client’s advanced technology, and she was back at work in a week.  That happened a few years ago, but it’s still an important part of our agency lore.

A reader of this blog recently contacted me with another notable success story. On March 26, 2004, at the age of 52, Richard Gates received a cardiac transplant. In July and August 2008, working around a schedule of musical gigs as  a bass player, he rode his bicycle 800 miles from Cleveland  to Boston in 11 days. His purpose was to celebrate his second chance, honor his donor, raise awareness of the importance of organ donation and inspire cardiac patients to engage in healthy active lifestyles.  He’s getting ready for a second ride later this summer. For more on Richard’s journey, click here:

What a great testament to the medical professionals who cared for Richard at Brigham and Womens Hospital in Boston.

I think Richard is an inspiration to all of us.  I challenge you to highlight similar success stories within your organizations.   In an era where so much focus is being spent examining the “business” of health care, it may be time to re-examine the human side.

Turkey Hunters May Be Cardiovascular Heroes

It turns out that turkey may be heart-healthy in more ways than one.

Many of our clients look for ways to partner with community groups and organizations on marketing and education efforts. Here’s an interesting partnership:

Medical researchers at Wayne State University have asked hunters in the state to donate the hearts of harvested wild turkeys for researching heart disease and congestive heart failure.

“There is a mutation in the heart of a wild turkey that lowers the incidence of heart disease and congestive heart failure,” Tim Kwiecien, a Wayne State premedical student, said in a released statement. “By donating the hearts of harvested wild turkeys for our research, turkey hunters can help us make strides.”

Researchers say it would be nearly impossible to conduct this type of analysis on human hearts while practicing ethical standards.

And, apparently, this particular mutation is found only in a few animals.

Kwiecien is seeking to confirm previously published data that analyzed only three wild turkey hearts. He is seeking at least 30 turkey hearts from hunters for the project but will accept more.

“When hunters and outdoor enthusiasts see an opportunity to improve the lives of others, we try to be first in line to help,” said Steve Sharp,  National Wild Turkey Federation regional field supervisor in Michigan.

Directions on how to preserve and ship turkey hearts are posted on the National Wild Turkey Federation’s website.