When you chose to enter the field of healthcare, marketing was probably the furthest thing from your mind. You chose this line of work to help people not to sell to them, right? You are a caring, compassionate person who just wants to do the best job possible in some of the toughest working conditions imaginable – long hours, limited budgets, constantly changing federal policies, mountains of paperwork, ever changing technology, and now you’re expected to tackle marketing too? Why? 

Good question. Although you can’t be expected to be a marketing expert, familiarizing yourself with the landscape of healthcare marketing is crucial. Although there is a predicted shortfall of doctors and nurses and overall healthcare resources over the next decade, especially as Baby Boomers continue to age, healthcare will continue to be a highly competitive field. And most patients have a choice of providers.

As you work diligently to provide the highest quality of care, you can’t subscribe to the “if you build, they will come” philosophy. And you can’t rely 100% on marketing professionals to do the job for you. You have to participate in the process of attracting and retaining new business. Additionally, being savvy about advertising, web design, blogging, social media and other aspects of marketing will give you a leg up should you find yourself job hunting. 

Again, I’m not saying you have to be a pro, but you should be in the know. There are a whole host of books to read and workshops to attend highlighting the various aspects of marketing. You can also gain insights from your professional membership organizations. And if you are in a position of management or leadership you can learn from your members of your marketing department or contracting marketing firm, ensuring the marketing efforts are collaborative. Ask a lot of questions, risk making suggestions and allowing them to tell you why these may or may not be good ideas.

Another possible fount of knowledge is something I recently came across while surfing the web: a marketing crash-course for healthcare professionals offered in an online newsletter format from MD Clients, a Web Interactive Marketing firm for medical professionals. The newsletter was launched in April and will be distributed through March of 2012. Here’s what’s on the agenda for upcoming newsletters:

• July, 2011 – Newspapers & Magazine Advertising: Cost vs. Conversions
• August, 2011 – Paid Search & Microsites: How it works, when it works and who it would work for. Google Paid Search vs. 2nd Tier Paid Search.
• September, 2011 – Professional Websites: Medical Hosting, Choosing a Domain, on-site SEO and Privacy Policies.
• October, 2011 – Website Security: HIPAA/PHI compliance, Online Forms and Collecting Patient Information.
• November, 2011 – Social Media: Twitter, Facebook, LinkedIn, Local forums, Health forums and reviews.
• December, 2011 – Directories: SEO-only, Local and Health.
• January, 2012 – Blogging: A Doctor’s blog, medical organization blog, blog comments and what other bloggers say about your practice.
• February, 2012 – Physician Entrepreneurs: What you need to know before you start your own practice
• March 2012 – Further Study: Books to Read, Workshops to Attend and Charities to support.

Subscribe to the newsletter here.  

A career in healthcare is complex and demanding, but you’ve made it this far, proving your passion, commitment and resilience. And with a little bit of marketing know-how your prospects for a long, vibrant career will remain high.

My brother-in-law was riding his All-Terrain-Vehicle a few years ago in the hot Southern California desert just outside of Palm Springs when he remembers hitting a bump in the dirt road he was on. His next memory was waking up in the hospital.

Lucky for him, the racing dunes are not too far from the Interstate 10 freeway, which means relatively easy and quick access to nearby hospitals. His friends loaded him into the back of their truck and sped off to the hospital where he was cared for and released with a lot of bruising. It certainly could have been a different scenario, especially if he had been hundreds of miles from the nearest emergency room. 

Fun can quickly turn to tragedy for even the smallest of injuries. After all, if your 100 miles from the nearest hospital, well, you’re 100 miles from the nearest hospital. And all of today’s modern technology will not save you from a life-threatening accident if you can’t access it.

Those of you in the medical field have an advantage. One that is more valuable than money – your knowledge and experience. If you’re a doctor, PA, nurse or other healthcare practitioner out enjoying the great outdoors, you never know when someone might yell out, “Is there a doctor nearby?”

However, despite your experience, the ER, the OR and even the exam room may be no match for a rocky hillside or the banks of a raging river. And add to this scenario the fact that you have no medical instruments, ability to sterilize or even a bandage to help compress even a small wound. The answer? Always be prepared.

Prepare yourself for administering medical care in the outdoors by attending the National Conference of Wilderness Medicine, which has been offering accredited courses since 1982. The goal of the course is to teach both practical and theoretical skills to health professionals, search and rescue personnel and interested lay people. After successfully completing the course, participants will be able to identify, diagnose and treat medical emergencies and problems commonly encountered in wilderness environments.

Prior participants have said the conference is unlike anything they’ve ever attended. Coursework is practical and something that can be used in everyday medicine as well as in wilderness settings. The conference gets many return participants and is commended for being well-organized and providing great speakers.

Wilderness Medicine conferences are held throughout the year in various parts of the United States and the world. Coursework include hands-on workshops, and the conference has received Category 1 CME accreditation by the American College of Emergency Physicians, American Academy of Family Practice and Fellowship Academy of Wilderness Medicine.

The economy may be in a rut, but for those looking to find or further a career in healthcare the US Department of Labor does not expect those jobs to fall into a recession any time soon. In fact, the Department of Labor expects the healthcare industry to generate more jobs than any other industry for the next seven years.

That’s good news for the many already in or looking for a career in the field of healthcare and it also means a lot of competition. The best way to get a leg up on your competition is education, which doesn’t necessarily mean going back to school and getting advanced degrees. Certification in a specific field is a very valuable tool to help you stand out from the rest of your peers as well as targeted continuing education classes.

As an example, the pediatrics industry is expected to lean heavily towards certification in Pediatric Advanced Life Support. A PALS course will provide you with the knowledge needed to effectively recognize and treat infants and children at risk for cardiopulmonary arrest. Health Education Solutions has partnered with the medical faculty at Union College in Lincoln, Nebraska to offer an online PALS training course.

PALS certification shows a potential employer that you have learned effective respiratory management and pediatric assessment as well as an understanding of effective resuscitation team dynamics. The PALS online course and an in-person skills test are required for certification. The cost for certification or re-certification is $170 and is valid for two years. The in-person test is not required for those looking to be re-certified.

Health Education Solutions has also recently developed a Pediatric Care section to their website designed to provide information, resources and certification options to healthcare professionals. This new online research library is a one-stop source of information and resources to help you be prepared to provide emergency care.

And in April, the American College of Emergency Physicians is holding a three-day conference on Advanced Pediatric Emergency Medicine. Attendees will be taught using evidence-based curriculum designed to emphasize the proper diagnosis and management of acutely ill or injured children. The conference is being held April 11-13 at the Hotel Del Coronado in San Diego.

If you are a healthcare provider who is in any way involved with managing pediatric emergencies, furthering your knowledge of the subject will improve the quality of emergency care for kids and will give you a competitive edge in your career.

If you’ve been in healthcare long enough, you would probably agree that the old “deer in headlights” look could easily be changed to “family member in headlights”. Like the somewhat vacant, slightly panicked, definitely confused look of a son picking up his father after an emergency or major surgery. Certainly the patient can’t be expected to remember all of your discharge instructions, so that’s why you give it to the family member. You care deeply about your patient’s health and well-being and want to ensure his recovery.

But put yourself in the shoes of that son. You gave him detailed instructions for his father’s post-op care. I’m sure he was nodding and even giving you verbal affirmations but in reality, he may not have heard a thing you said. So it should come to no surprise when you see that patient back in the hospital sometime within the next month.

If you’re working in hospital medicine it’s likely this scenario has played out more times than you care to admit. In fact, it’s such a common occurrence a study was recently featured in the New England Journal of Medicine that showed 20 percent of Medicare patients were back in the hospital within 30 days. And, it’s been reported that 75 percent of those readmitted could have been prevented by proper post-discharge care.

No, you’re definitely not a bad healthcare provider. The example above is what many healthcare providers face when handing off their patient to family members, nursing facilities or even hospice care. Ideally, your work as doctor, nurse or other provider would not end when your patient leaves the hospital. But hand them off you must, and then you cross your fingers!

The problem of patient’s returning to the hospital in such a short time period is being faced head on by the Society of Hospital Medicine. SHM is a leader in providing quality improvement programs and was officially recognized this year as a Patient Safety Organization by the Agency for Healthcare Research and Quality (AHRQ), the lead federal agency for improving the quality, safety, efficiency and effectiveness of healthcare. SHM is one of the first professional medical societies with a division listed as a Patient Safety Organization.

SHM is especially proud of their Project BOOST, a discharge-transition program. This past week, the Washington Post profiled one hospital that began the program a few years ago and proactively targeted patients considered to be at high risk for readmission. Results showed a 30-day readmission rate for patients under 70 years old dropped from 13 percent to under 4 percent, and patients 70 and older dropped from 16 percent to 11 percent.

More than 250 hospital sites have taken advantage of SHM programs to reduce readmissions as well as improve patient care in other areas. If you want to learn first-hand how to help reduce that “deer in headlights” look and effectively manage your hospital medicine program, look into SHM’s Leadership Academy March 21-24 in Las Vegas.

It’s hard to put a price tag on ethics and very few of us can tout degrees on the subject, but we know it’s important to be “ethical” and we want to be seen as such by our employers or prospective employers. We know they notice and appreciate employees who demonstrate the ability to make good choices even in tough situations.

Yet it is increasingly difficult to define ethics, especially for healthcare professionals, when what is considered “the right thing” may be different depending on who you talk to – patients, peers, hospitals, clinics. But here are a few descriptors most would agree on: Honesty, integrity, carefulness, confidentiality, respect, non-discrimination, competence, legality and patient protection.

Most of us think these are no-brainers. We were raised on the “Golden Rule”, right? But start scanning healthcare headlines – the not so pretty ones – and ask yourself, “What would I do in that situation?” What at first glance may seem simple gets more complex when you put yourself in someone else’s shoes. For all that I was taught growing up and all that I believe, I’m not sure I would do right by everyone, including myself, if something unusual and unforeseen occurred.

That’s why I’m so impressed with the American Nursing Association’s continuing efforts to promote workplace ethics for. If you haven’t yet attended one of their ethics conferences, consider this the year. Enrollment is still open for the 2011 National Nursing Ethics Conference March 24-25 in Universal City, California.

The conference is open to Clinical Nurses, Nurse Administrators and Managers, Nurse Educators, Advanced Practice Nurses and Social Workers. While the definition of ethics could be debated forever there is a Code of Ethics for Nursing and this conference will give you a chance to review, discuss and dissect it with your peers. According to the American Nurses Association you will also “gain valuable information on how to balance your values and the values of the profession with appropriate goals of care, limited resources and professional responsibility and advocacy.”

There are 6 clearly defined topics/objectives that will be covered at the conference including advocacy, leadership practices and ways to incorporate self-care strategies. I very much appreciate that last one as it is very easy to neglect one-self when trying to do right by others.

This should be an intriguing and informative event that will add to your tool belt as you strive to be a valuable asset to your employer while being true to your morals, values and beliefs.

Planning to attend? Attended in the past? Tell us more in the comments section below.

Last week, the National Private Duty Association (NPDA) announced that its Annual Leadership Conference will take place in Las Vegas, March 2-4, 2011. Although the NPDA represents a wide range of home care providers including companions and housekeepers, healthcare providers figure largely in their network of more than 1,100 home care agencies. If you are a healthcare provider involved in private duty home care, especially in a position of leadership (for example, an RN supervising a home care team), this is an event you don’t want to miss! If you are a leader in another segment of healthcare you may find the NPDA’s Leadership Conference agenda and guest speakers of interest as you pursue better standards and practices in your own business.

This particular period of history is important for the home care industry both because of changes taking place in our nation’s health care system and because of the ever-expanding numbers of seniors in need of home care. Keynote speakers include human resources expert Mel Kleiman who will share his proven strategies for building world-class teams by recruiting, hiring and retaining the best employees. Also on hand will be Dr. Tom Barrett, author of bestselling books like Dare to Dream and Work to Win and Success Happens. He is known world-wide as an expert in leadership training and will address the little things home care agency leaders can do to make a big impact. In addition to these informative and inspiring guests, a few firsts will take place at the conference. The first-ever Caregiver of the Year will be named, and an All-Star Panel of experts will address key issues impacting private duty home care businesses including health care reform.

Sheila Mackin, President of NPDA, expects “this to be the largest event in the history of the private duty home care industry. NPDA’s intent is to provide an opportunity for home care agency professionals to learn the latest trends from industry leaders and the best business practices from thought leaders outside our industry.”

The conference is open to all private duty home care agencies and will include networking opportunities, discussion sessions, education programs and an industry trade show. Session topics will include hiring practices, caregiver training, client support, business marketing strategies, legal issues and technology. The NPDA is a non-profit organization dedicated to the advocacy and education of private pay home care providers. It also serves to help the public find quality home care.

Earlier this month, researchers from Mt. Sinai Medical Center presented their findings to the American Public Health Association from 2 studies of various kids who had attended their summer medical program. The first study, based on surveys completed by the students after the program, showed a 31 percent increase in students who were “very interested” in science, a 23 percent increase in students who were “very interested” in a career in the medical field, and a 13-percent increase in students who thought it was important to attend college.

The second study showed a great improvement in the students’ awareness and understanding of diseases prevalent in their community including asthma, diabetes, obesity and heart disease. This is great news at a time when the medical community is striving to improve access to healthcare in underserved areas and the quality of that care. One of the ways to achieve this goal is to recruit and train healthcare professionals from within the ranks of these communities.

There are a number of programs around the country such as the one in New York targeted at different age groups and with differing degrees of intensity, but all aimed at encouraging today’s youth to be tomorrow’s healthcare leaders. Here are brief highlights from 3 medical youth programs in different corners of the country:

MedStart Summer Enrichment Program at Mt. Sinai Medical Center

A free one-week summer program for 6^th-8^th grade students interested in science and medicine. Program includes free MetroCards, lunch, t-shirts, BLS certification and trophies. Activities include hands-on, interactive projects that teach practical skills such as how to take a pulse and measure blood pressure. Students also learn about diseases that are common in their community.

Med-Start Summer Academic Enrichment Program at University of Arizona

A 5-week program open to 11^th grade students in Arizona. Most expenses are covered. Program explores health careers, provides academic enrichment, and gives participants opportunities to meet health professionals and participate in hands-on health and science activities. Students of Hispanic, American Indian, or African American backgrounds, who live in rural or reservation areas, are first-generation college, and/or economically or educationally disadvantaged are especially encouraged to apply.

Stanford Medical Youth Science Program (SMYSP) Summer Residential Program (SRP)

A 5-week program on the Stanford University campus open to low-income and ethnically disadvantaged high school sophomores and juniors living in northern and central California. Program includes lectures, seminars and workshops as well as volunteer internships at one of two area hospitals.

Even in these mean and lean times, when we may be forced to take on whatever work comes our way, most of us still want our work to be about more than just a paycheck. Catching up with an old classmate this week, I was inspired by the way she reinvented herself and found work that is both meaningful and fulfilling. Today, Wendy is the Sr. Executive Admin to the Research Department for a medical device company in Sunnyvale which develops medical technology and services for those who treat cardiac, neurological and chronic pain patients. She supports the Vice President of Research and his staff, setting up lyceums of visiting cardiologists. Wendy enjoys the excitement of learning about cutting-edge medical technology and knowing that she is doing her part to help others who need these devices to live healthy, productive lives.

Twenty years ago, Wendy had no idea this is where she would end up. Here’s what I call Wendy’s formula for change:

1. Be resourceful-While raising her son, Wendy felt that an administrative job would be an improvement over waiting tables. Unfortunately, she didn’t have the time or money to go to school to learn the programs she would need to use in an office setting. She didn’t even have a computer. So she borrowed friends’ computers and taught herself the programs in her spare time. Then she started applying for temp jobs where she continued to learn on the job. Don’t let perceived obstacles stand in your way.

2. Be a life-long learner-Although getting into the company didn’t require previous medical experience, Wendy wouldn’t be where she is today without some continuing education (she took classes in Bradycardia and Tachycardia) and reading medical journals on a regular basis. Take advantage of your employer’s education reimbursement programs and read industry periodicals whenever you can.

3. Be aware of emerging trends-As many jobs are being eliminated, waves of new jobs will emerge, including jobs like Wendy’s, because baby boomers are aging and technology is advancing. “Someone has to support the inventors and the cardiologists and the MDs who create these devices,” she says. Look for jobs in emerging markets rather than in sectors that will be obsolete within a few years.

4. Be willing to test the waters-After temping in various industries, Wendy was hired as a temporary buyer/planner for the medical device company. She found herself “surrounded by dedicated, happy coworkers and soon started to feel a similar sense of success and dedication.” Through the years she temped for them in a variety of departments and was finally promoted to her current post, which she feels is more exciting than admin work in other fields. The path to your dream job may not be clear-cut, but as you try different things you learn and grow and will discover what makes you happy.

This week I spent some time with family practitioner Dr. Anson Yew. He shared some of his wisdom and experience from his 18 years in medicine and also told me about the inspiring book he self-published earlier this year, Stories From the Rubble, a compilation of personal stories from Haitians who survived the January earthquake.

Dr. Yew attended the USC School of Medicine and chose to practice family medicine because he wanted to experience the diversity of everything from “conception to death” and make a positive impact in people’s lives. Seeing people’s lives change physically, emotionally and even spiritually is what he loves about his job. He says the most challenging part of his job has been finding a balance between work and family so he has chosen to only work part time. Even so, the workload is demanding and he devotes as much time as possible to family, friends, church and volunteer work to help cope with the stress.

The stress comes not only from being so closely involved in the lives of his patients but also from the changes that have occurred in healthcare since he first began practicing, such as having to do more in an office visit in less time. Other changes that have taken place over the past two decades? “The government is reimbursing less and less, procedural specialties reimbursements continue to increase as primary care gets paid less, and more med students are going into fields like spa medicine, plastics, botox, and cosmetics – or are leaving medicine completely.”

After the January 2010 earthquake in Haiti, Dr. Yew served on a medical disaster relief team. When he wasn’t treating patients he began collecting stories of some of the people he met, including translators, security personnel, housing staff and some of the patients themselves. He says that in spite of their great suffering, the people he met had dignity and great faith. He calls his book the “stories of my heroes.” The proceeds of Stories From the Rubble go to Haiti and other disaster relief efforts.

Dr. Yew has this advice for job seekers: “Volunteer your services. This is a good way to connect and network with other health professionals as well as serve a greater need. Don’t be afraid to take risks and try different opportunities. You may find you enjoy something you never thought you’d like.”

His final words of wisdom? “Be grounded. Remember what is most important in your life. Remember each day is a blessing and you have an opportunity to be a blessing to others.”

One way to stay ahead of the competition in this tough job market is to continually expand your specialized knowledge and skills. This is true of all fields, but in particular for people in the medical field. Even doctors will only stay employed or keep their practice open if they have a consistent number of patients who are happy with services.

Recently, I signed up for a new health plan and was given a huge directory of doctors. I went through those names one-by-one narrowing it down to 3 or 4.  Then I hit the internet to learn more about them. I was looking for the standouts.

To be a standout, you should:

1. Expand your knowledge and skills, keep your resume and bio current, and make sure that any directories and marketing materials that include your bio are kept current as well.
2. Try to regularly scan the headlines of your favorite publications, and schedule time each week to go back and read the articles that seemed most relevant.
3. Follow your peers and various organizations on Twitter and Facebook. This can also help keep you in the loop.
4. Don’t just go to whatever seminar flies across your radar that fits into your schedule and fulfills your CEUs. Instead, try to be proactive and stay aware of current trends that are relevant to your client base.
5. Consider some new types of education. This week I read about the University of Carolina’s Nutrition in Medicine program, now available online and accessible to med students and practicing physicians across the nation. This fills a void left by med schools that offer little or no nutrition education and could help you be a standout.

How important is it to be a standout? Do you have other ideas on how to be one?  Let us know in the comments section. We look forward to hearing your thoughts.