An American Heart Month Tribute to Cardiovascular Marketing

February is a sentimental month for me – not because of Valentine’s Day, but because it provides an annual reason to reflect on the very personal reasons I am grateful for everyone who has chosen to devote their lives to various roles in the world of cardiovascular marketing and care.

Since 1963, Congress has required the president to proclaim February “American Heart Month.” During this month, thousands of volunteers visit their neighbors to raise funds for research and education and pass along information about heart disease and stroke. Most hospitals and health systems also use this month to step up educational efforts and host a myriad of activities.

Some marketers I know have become a little jaded. They wonder if their efforts really matter or if American Heart Month has become just another “Hallmarky” occasion that fills space on the annual marcom calendar.

Well, from my perspective, their efforts definitely matter.

Almost twenty-five years ago, my father had a massive heart attack. Doctors told us he would likely not make it through the night. However, he did survive. I credit many educational efforts that led him to change his diet and exercise habits along with the efforts of innumerable caring professionals over the years.

A decade ago, my husband developed dilated cardiomyopathy, caused by a virus. His ejection fraction was 18 percent, and he was on the transplant list. At the time we had two small children, and most people thought I needed to prepare myself for the strong possibility of single motherhood. Today, his EF is completely normal, and he has no physical limitations.  Again, I credit the efforts of so many amazing cardiovascular professionals.

In the past, I have hesitated to share these stories in this blog for fear of being exploitive or unprofessional, I suppose. However, I decided to share them today because they offer a very real glimpse into the reasons that I am devoted to cardiovascular marketing.  I hope they also offer a reminder to each of you that your efforts really do matter. Each and every day you are impacting real families just like mine not just distributing information to theoretical target audiences. Thank you from the bottom of my heart.

Cardiovascular Marketing Insight: A Rare Look Inside the Doctor-Patient Relationship

“Ultimately, I found peace in the realization that medicine is an art and that interpersonal relationships are at its core.”

Ram Y. Gordon, M.D.

In the process of developing campaigns for cardiovascular centers over the past couple of decades, I’ve often heard cardiologists talk about the things that set their programs apart from competitors.

Of course, we consider technology and usually spend a lot of time talking about proficiency with complicated procedures and the latest in new equipment.

Sometimes, the conversation turns to the “softer” side of medicine.  One client likes to tout their philosophy of “longitudinal care,” meaning that they develop deep relationships with patients and their families over time.

Often, though, I’m left wanting to know more – more about the type of human connection that can truly build a differentiating patient experience.

An article in The Journal of the American Medical Association offers a candid view of the intricacies involved in forging a successful doctor-patient relationship.

Dr. Ram Gordon shares his experience with a longtime patient from the beginning:

I was in practice only three months when I met him. I had just finished my cardiology fellowship and, insecure about my lack of experience, strove for a serious, professional demeanor. My tie was straight, shirt pressed, white coat starched and buttoned. Above all, I sought to establish and maintain the boundaries of the patient-physician relationship.

Soon, Dr. Gordon began receiving notes from his patient, “Mr. M.”

As has happened each time, I left you yesterday with added confidence, trust, zing, and a feeling that things-are-going-to-be-all-right. I know the cautions, but I also know the feeling and I am grateful to you for it.

Several months later, another note read:

I look forward to my appointments with you. Our conversations are good for my morale and good cheer, as well as my physical health.

At some point in the relationship, “Mr. M” began to ask Dr. Gordon more about his own life.   At first, this made the doctor uncomfortable.

He was my patient, not my friend. Our relationship, while cordial and warm, was one of physician and patient, and I was fairly certain that this line should not be crossed. But this request, from this particular patient, felt somehow different.

The article highlights several more interactions between Dr. Gordon and “Mr. M” over the years.   Clearly, a deep mutual respect and affection emerged.

After several years, “Mr. M” passed away.

His death hit me like a ton of bricks. I felt as though I had lost a grandfather. I was his physician, and his cardiac issues always came first. But his office visits, telephone calls, and letters were special gifts. I could not deny their importance to me. My medical training had imprinted on me the principle that evenhanded distance is the appropriate relationship between physician and patient. I wondered if we had crossed any lines that reduced my medical objectivity. Had I served him well as his cardiologist? Had I become too close to a patient?

Ultimately, Dr. Gordon came to the following realization:

To deny his proffered “friendship” would have been to miss out on an amazing relationship with a fellow human being. Understanding his nature also made me a more effective physician. On some level, I used these insights to build trust, gain his approval, and improve his adherence to a complicated medical regimen. His survival as a patient was built partially on his belief in me.

Build trust and gain approval.  Isn’t that what we, as cardiovascular marketers and caregivers, strive to do each day?

Thank you, Dr. Gordon, for sharing your insights in such a personal and candid manner.

Does Physician Involvement in Social Media Pose a Threat to Cardiovascular Marketing?

Physicians’ online activity is on the rise.

• In a recent study by Google, 86% of U.S. physicians said they use the Internet to gather health, medical or prescription drug information.
• They’ve joined the social networking revolution too. According to a survey by Mediamix International, 34% of physicians now use social media.

For the most part, I’m excited by these statistics.   Most of the heart and vascular marketers I know have been trying to encourage physician involvement in online activities for a long time.

But is there a downside?

I’ve been hearing a few horror stories lately.

• A marketing director friend recently told me about a patient who appeared at a cardiologist’s office without an appointment.  When the office staff politely told him that he must have his dates mixed up, the patient said, “Oh no, I’m supposed to be here.  I’ve been chatting with Dr. Jones on Facebook, and he told me to stop by.”
• Cases of doctors being sued for giving online advice in venues such as Facebook are also starting to surface.

Should these fears discourage marketers from involving physicians in social media efforts?

I hope not.

Physician and staff involvement adds credibility and knowledge that is hard to find in other sources. Online physician discussions offer amazing opportunities for both patient acquisition and retention.

But, it’s important to use common sense.

American Medical News recently published a post by Arthur R. Derse, MD, on this subject in its ethics forum.

I plan to share this with some of our clients as we plan for future campaigns.   I think it offers some great reminders that communications must be HIPAA compliant and that they should avoid giving specific advice to individual patients.

As Dr. Derse says, the bottom line is that online physician involvement in social networks should begin with the tweetable Hippocratic aphorism, “First, do no harm.”