At a recent strategic planning retreat of a 40-person multispecialty group, the administrator made a presentation that focused on the coming year’s plans to establish the organization’s first two primary care satellites, which would be located in two of the community’s grouping suburbs. These satellites would require hiring four family practitioners and other support staff. The group also planned to offer primary care appointments by tele-consultant. This service would be promoted on the group’s website as well as on radio ads and billboards throughout the state. When the administrator finished her presentation, one of the most senior physicians stood up and said, “This is a foolish expenditure. We’re so busy now in the group, we can’t even see another patient. Our revenue was up 14% according to the previous financial presentation we heard. There is no reason to change what we’re doing.” How might you respond to this physician?
After several years of spending many dollars on increasing the healthcare system’s traditional advertising media, the hospital has begun to shift to a digital presence. As the chief medical officer, you had budgeted dollars over the past sic months to Pinterest, Facebook, and several blogs. The CEO was supportive of the effort and trusted your approach.
On a recent early Wednesday morning, the CEO called you into his office and told you about a problem he faced the night before when he attended a medical staff meeting. “Prior to going to the meeting, I happened to check our hospital’s Facebook page and noticed we had over 8.000 Followers and a larger number of ‘likes.’ I was impressed with the numbers in both groups,” he said. “We have only been on Facebook for seven months. I mentioned it last night at the meeting.” You listened and wondered what the problem was because the CEO seemed somewhat upset. Dr. Norton, the young gastroenterologist on our staff, said “What is the point? Followers don’t matter. Why spend money on that stuff when we could use another assistant in the endoscopy unit. “I have to tell you, ” said the CEO, “The meeting quickly degenerated into why we are spending money on Facebook, YouTube, and all the other marketing stuff we do. I know it helps, but you need to come up with a plan to present to the medical staff and show it matters and how we measure these dollars or plan to at least.”
Come up with a discussion of the metrics discussion for the medical staff in five to six sample PowerPoint slides.
