November 2012 - Capko & Morgan

Vitals proves vital for a hospital system’s marketing

We often post here about the opportunity directory sites present to get extra exposure and add inbound links (great for SEO) to your website. Recently, we learned of a hospital system that is not just taking advantage of free directory listings by fleshing out physician profiles, they've actually partnered with the team at Vitals.com to get even more value out of the site. This hospital works with the team at Vitals.com to upload correct information for its hundreds of doctors -- to ensure that all its physicians are represented and appear with accurate contact information, background, specialty and insurance information. What's more, they use call center phone numbers for each physician that are assigned only to Vitals.com profiles, so that they can track exactly how many calls come in via the site. Web click-throughs are also tracked, using Google Analytics on the hospital's own site. While this extensive relationship with a directory may be overkill for (and beyond the reach of) independent practices, it speaks volumes about the changing internet directory landscape. When a major hospital system -- with a dedicated team of marketing professionals on staff -- chooses to rely on a directory as a critical marketing source and partner with them, it suggests that this form of internet marketing really has come of age. This hospital understands that a significant number of prospective patients will visit online medical directories every day for physician information. Practices cannot afford to online physician directory and rating sites for the same reason.

By Morgan|2012-11-17T16:45:56-08:00November 26th, 2012|

Do you have staffing troubles ahead?

A poorly-timed departure of a key employee can really put a crimp on your enjoyment and profitability. Recent survey data reported in the online Business Insider cite a lack of trust in corporations and wanting to be their own boss as the top two reasons these workers leave. These data bolster our oft-repeated recommendation that every practice administrator should put a high priority in nurturing the careers of their key employees. After all, how better to foster trust than to take a sincere interest in your employees well being? What's more, such interest often takes the form of giving more responsibility and autonomy to these employees thereby helping to satisfy their desire "to be their own boss." Read more about here about the 5 Reasons Why Gen X Workers Quit.

By Joe Capko|2022-01-01T22:52:37-08:00November 16th, 2012|

Beware of opportunity costs

Recently, we worked with an OB/GYN practice that had taken some big steps to reduce staff costs. In particular, the practice was concerned about their long-standing process of providing new maternity cases a lengthy consultation with an RN -- covering all the information a newly pregnant woman would need, and offering her a relaxed opportunity to ask questions. Because the RNs were paid at $22-$25/hour, the practice manager and managing physician partner felt that these consults were an extremely wasteful expense. They reasoned that the consults could be easily incorporated into the initial physician visit -- adding 15 or 20 minutes to the visit, instead of paying for 30-45 minutes of RN time for the consult. The maternity visit with an OB would be included in the patient's global payment -- no additional revenue would be generated by adding 15-20 minutes of physician time to the visit. But, the practice reasoned, they would no longer be incurring the RN costs of $15-20 per consult -- and, since the revenue was the same either way, the impact would be bottom-line positive, right? Wrong. What the practice failed to consider was the opportunity cost of tacking 15-20 uncompensated minutes onto the physician visit. While the practice no longer had to pay an RN $15 to discuss pre-natal vitamins and exercise with maternity patients, the practice was giving up 15-20 minutes of provider appointment time -- time which could potentially be billed out at much more than $15 if it were used for an additional patient visit. Provider time is a practice's most precious resource -- it's the only means the practice has to generate revenue. Using providers to do tasks that can be done by an RN or MA almost never makes economic sense for a practice. Plus, taking higher level tasks away from your RNs and MAs deprives them of the satisfaction they get from those activities. Keep everyone -- especially your providers -- utilized at their highest potential, and you'll keep everyone more satisfied with their roles and your practice more profitable.

By Morgan|2022-01-01T22:52:38-08:00November 13th, 2012|