CVS Health Rebranding – What Can Providers Do to Counter?

CVSHealthI have been reading about the rebranding of CVS Caremark Corp. to their new branded name CVS Health.

CVS rolled out a new brand along with the announcement that they are removing tobacco products from their shelves in all 7,600 stores and replacing those products with smoking cessation products. As a side note, Walgreens has also removed tobacco from their shelves but CVS Health rebranding takes this move to a new level.

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How VitalSite CMS Improves Search Engine Rankings for Your Providers

Image of a physician's stethoscope on a search box.
You’ve been hearing a lot about the new rules of search engine optimization. Google has taken away search ranking data, inbound organic click-through data, and is, in many cases, even removing more and more of the search engine results page (SERP) real estate dedicated to organic search results!

Through it all, Google has been clear – your route to good search engine placement is the development of original, uniquely valuable content.

Although very good advice, it’s not the entire story. A search ranking isn’t just a result of the content on a page.  It’s the result of a large number of different signals including inbound links from other sites, links on social media, and a host of technical indications of both quality and topical relevance.

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Navigating Content Quality Signals in a Post Authorship World

Image of a tombstone with Google Authorship inscribed upon it
Late Thursday afternoon before Labor Day, John Mueller, notable Webmaster Trends Analyst at Google, dropped some news that gave some of us enough heartburn to last through the celebrations and festivities of the long weekend. Writing in a post on Google+, he revealed, “[W]e’ve made the difficult decision to stop showing authorship in search results.”

If you read this and subsequently spent your weekend alternating between your bottle of Pepto and whatever beverage you happen to hold in your beer koozie, here’s a quick take on what happened, and what it means for your content plans going forward.

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Focusing Healthcare Web Content on Users and Benefits

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What’s the most important action you can take to improve your healthcare website and its value to your audiences? Offer content that answers users’ questions while it highlights the benefits your services provide to prospects and current patients. After all, what’s a website without content? Websites are nothing but content, so we need to be thoughtful about what we offer and how we present it.
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What Hospital Marketers Can Learn from the Ice Bucket Challenge

alsicebucketHave you logged into Facebook today? If so, you’ve likely seen at least a few new ice bucket challenge videos in your news feed. And it’s not slowing down! In fact, the Geonetric client advisor team was recently nominated — and accepted — the challenge. It’s simple. Pay a $100 donation toward ALS research to stay dry, or donate $10 and dump a bucket of ice water over your head. Then, nominate your friends to do it.

Here’s what we learn from this viral campaign, which has raised over $88 million in a matter of weeks:

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Sometimes It’s Hard to See Change From Up Close

geonetric-cultureFor the past month or so I’ve been working very little with the Geonetric team. We moved to our brand new building last month, and I was pretty focused on that. But I’ve also been working with startup teams on our second floor in the Iowa Startup Accelerator, and will be until November. If you’ve been reading this blog for a while, you know about our 18-month old experiment in which our teams operate without managers. Perhaps this takes the experiment to its logical conclusion: can the teams run without a CEO for three months?Of course the answer is yes.

Today I joined the entire company in our new café for our monthly company meeting. But unbeknownst to me, they had changed it up dramatically. And the modifications they made to the meeting are indicative of the important cultural changes that have been taking place.

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Using S.M.A.R.T. Goals to Identify Marketing Initiatives

SMART Goals

For those who have managed marketing initiatives, setting clear and measurable goals seems to be a fairly understandable and obvious theory. However, being able to objectively set goals is difficult for some people, especially if you haven’t set them in the past.

The process of setting objective goals doesn’t have to be a challenge. It can be done simply by asking and answering the question: “What is the best way for me to meet the objectives identified by my administrative team or myself?”

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Geonetric is a Blue Zone Certified Worksite


Photograph of Geonetric employees standing on stairwell.
Geonetric was recently designated a Blue Zone Certified Worksite, becoming the 20th employer in Cedar Rapids to receive certification. Our timing coincided perfectly with the construction of our new building in the New Bohemia District. Much of our building planning took into consideration the Blue Zones certification requirements. For example, our new campus will be Tobacco Free. Our new café will have 10 inch plates and tall, skinny glasses. Our new workspace will have height adjustable desks.
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Who Should Build Your Hospital Intranet?


A road sign showing two opposite directions to turn.
The intranet is a critical piece of your hospital’s infrastructure. It’s typically composed of multiple systems, applications and devices that work in concert to provide your staff with the critical resources they need to work effectively. At the center of this oft-dizzying array of systems is the ‘intranet website.’ Sometimes called an ‘employee portal,’ this website is the home base for your employees. It’s where they stay current with recent organizational news and policies. It’s where they find the day’s lunch menu, the CEO’s blog, the most recent vacation policy, contact information for colleagues, links to the other systems and more.
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Consistency: The Good And The Bad


Photo of a dartboard with three darts in the bullseye
Those unfamiliar with agile philosophies sometimes assume “agile” means lack of process, planning or consistency. In fact, all those things are present in agile … but it’s important to look at the underlying data to determine when that consistency helps or hinders us in reaching goals.

In this quarter’s client satisfaction survey we saw consistency in several areas … so we looked closer to interpret those results.
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Google Releases “Pigeon” Algorithm Update

pigeon
One thing we know for sure in the world of SEO is that change is the only constant. Last week, Google made yet another algorithm change, this time targeting the location-specific search results.

And, yes, this one was also named after an animal. We would like to introduce you to “Pigeon!” (We’re not in charge of the names here. Promise.)

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New Home for Geonetric

BuildingThe time has finally come. Geonetric has moved offices.We left our home of 11 years, 4211 Glass Road. We left a building that kept our team members divided in separate suites on separate floors. We left the turkeys who occasionally followed us in the parking lot. We left an HVAC system and bathrooms that didn’t always work properly.

But we don’t have to worry about any of that anymore. We’re now at 415 12th Avenue SE. And what an amazing, inspiring place to call home!

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Help Healthcare Consumers Find the Right Doctor for Them

doctors_comparison
As consumers of many products and services, we want to know our options to make informed decisions. We compare big-ticket purchases like cars and houses as well as every-day items like laundry detergent and food to make sure we get the value we want.

So why wouldn’t we compare doctors also?

Advocate Medical Group (AMG) wanted to give consumers the opportunity to take an active role when choosing a physician. So we helped them add functionality to their website allowing health consumers to compare physicians. When looking at a physician’s profile, consumers are able to answer:

  • Is this physician accepting new patients?
  • How many years of experience does the physician have?
  • Where does that physician practice?
  • Does this physician speak my native language?
  • Is the physician board certified?
  • What is the physician’s philosophy of care?

With the ability to look at doctors in parallel, consumers can choose the doctor that best meets the needs of their family. Most importantly, they are able to request an appointment and easily complete the task they set out to do.

Want to learn more about Geonetric’ s provider directory? Check it out.

Promises of More Patients: Uncertainties of the Affordable Care Act

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It is almost a certainty that patient care volumes will increase after the complete rollout of the Affordable Care Act. Already, health systems are seeing a new level of demand that is burdening systems because of increased volumes. The patients you are currently treating that don’t have health insurance are mandated to enroll in a health insurance product offered either through a Federal or State exchange program.

The most recent figures from the Department of Health show that 7.1 million people are now enrolled in ObamaCare. Of those, more than 26% or 1.8 million people are between the ages of 26 and 34. The thought behind Affordable Care was that more young people would enroll and force the premium cost down through risk sharing. Although the number of young people enrolling has not achieved the levels anticipated it is a very good start and creates an opportunity for health systems and providers.

The Affordable Care Act ensures that health plans in the individual and small group markets offer a comprehensive package of services, known as essential health benefits. Essential health benefits must include services such as: hospitalization; maternity and newborn care; substance abuse disorder treatment; wellness services, emergency care, along with pediatric services that includes oral and vision care.

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What Does Geonetric Value

In the second year of our Agile-beyond-software transformation, we had an “aha” moment. We realized our core values were fuzzy and didn’t necessarily reflect the company we are today. We trust employees to self-organize and make the “right” decisions – but they didn’t have clear principles to guide those decisions.

In a traditional environment, the executive team might hire a branding company to define and roll out the organization’s values. The company then typically ends up with words that are cliché, ambiguous and impossible to measure – values like “passion” and “excellence” – or a Dilbert-like phrase filled with buzzwords – such as “leveraging core competencies to achieve synergistic results”. That doesn’t cut it here.

So of course, we decided to turn the process on its head. We asked employees to tell the executive team what our core values are.

Employees were asked to write a value and short description on a card and post it on our newly-created Core Values wall. For two weeks, each employee could add as many or as few as they wanted, and in the end, employees contributed nearly 50 cards.

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From there, we grouped the cards based on similar ideas, and came up with twelve high-level themes. Those themes then were put into a survey tool, where employees were asked to rank them. The results were crystal clear. Employees believe we have five core values, with the other seven supporting those.

Our final step was to have our marketing team help wordsmith the final values, because of course, they have to sound like us.

Core_Values

And here are the values that our employees believe make us who we are and define how we work with each other and our clients every day:

  • Own it: We’re accountable to ourselves, each other and our clients. We keep our promises.
  • Bring it: We deliver exceptional service and value every day. We’re aiming for Wow!
  • Push it: We’re always moving forward or learning from our mistakes. Standing still is not an option.
  • Say it: We’ve torn down the walls so ideas and information flow freely. Candid and direct is a way of life.
  • Unite! We are strategic and creative, thoughtful and candid, fun and different. We’re one team, united by a common vision.

If you interact with any of us at Geonetric in any way – as a client, vendor partner, community neighbor, agile co-conspirator, prospective client or candidate for employment – I trust that you’ve been seeing those values in action for a long time. We’ve just finally written them down in a way that sounds just like us. Yep – nailed it.