Page 1

w w w . m a s s me di a h e a lt h . c om


Reaching Patients Across the Generational Divide Page 5

Mobile Phones: Health Care Goes Digital Pag e 3

Nevada’s Health Care Influencers to Watch Pag e 8

Q&A: Dr. Larry Blumenthal

Chief financial officer of Good Night Pediatrics Pag e 11

Table of Contents

Pa g e 5

Pa g e 8

Pa g e 11


03 M  obile Phones: Health Care Goes Digital

08 N  evada's Health Care Influencers to Watch


11 Q  &A: Good Night Pediatrics with Dr. Larry Blumenthal, CFO

Featured Article

05 R  eaching Patients Across the Generational Divide

MassMedia Medical Marketing & Media is published quarterly by MassMedia Healthcare Marketing 2863 St. Rose Parkway, Henderson, NV 89052. Telephone 702.433.4331, fax 702.433.4566, Postmaster: Send address changes to MassMedia Medical Marketing & Media, 2863 St. Rose Parkway, Henderson, NV 89052, or call 702.433.4331. 2 • MassMedia Medical Marketing & Media Review • Volume 8

2011 Award Winner


By Adam Greenbaum — @Greenbaumer

Mobile Phones: H e a lt h C a r e G o e s

The newest trends in health care marketing may surprise you. In fact, it’s as simple as a text message. Here are a few stats that may open your eyes, courtesy of Reagan Communications:

How can you use text message marketing to create a better patient experience?


Text messages have a 98 percent read rate


Appointment reminders


Text messages have a 100 percent open rate


Prescription refill reminders

· Text messages are typically read within 15 minutes of being received


Medication tracking

· Mobile phones have reached 100 percent market saturation in the United States


Monitoring services


Preventative care alerts

So, you have set up a website, an email list and social media accounts, but you are still missing a large market when it comes to the future of health care marketing. Consider mHealth. That means “mobile health.” mHealth is about to explode and now is the time to get your ducks in a row and get in before the boom.

How many adults have you met that did not have a mobile phone? Take a look at the waiting room in your hospital or medical

practice — magazines have been replaced with the three-inch screens of smart phones.

It does not end at text message marketing. There are currently more than 13,000 health and medical applications available to smartphone users that give direct access to important information. Categories for these apps include chronic disease management, medication adherence, remote patient monitoring, communications between patient and provider, personal health management, clinical support tools, and reference tools. There are currently more than 320 million mobile phones in the U.S. and 1.7 million hospital beds. That is roughly 185 mobile phones for every hospital bed! You cannot afford to be neglecting these new marketing technologies and the patients that come with them.

Volume 8 • MassMedia Medical Marketing & Media Review • 3

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4 • MassMedia Medical Marketing & Media Review • Volume 8



Featured Article

By Kassi Belz, APR — @kassipr

Reaching Patients Across the Generational Divide Throughout the past century, medicine has gone from a personal, one-on-one service to a market-driven system with lots of consumer choice. As the health care industry grapples with yet another transformation, many hospitals, large medical groups and solo practitioners are searching far and wide for ways to communicate and engage with patients. Patients and their caregivers are increasingly active participants in their health care decisions and treatment. Not only is the patient’s involvement in their care vital to keeping them healthy, but it is also important in terms of securing market share in a typically crowded space. To be effective, health care systems and medical groups must establish communication channels and develop messages that resonate with each patient group. There is no longer a “one size fits all” marketing plan. By examining the similarities of patients within a particular generation, we can understand how their attitudes toward health care impact their decisions. Marketers and providers can craft more relevant messages and deliver them to the right people in the right way. This leads to improved patient relationships, more cost-effective outreach and fewer wasted marketing dollars.

Generation Y

The On-Demand Generation (aged 18-34)

Views on Health care

· Tends to think more in terms of avoiding illness than preventing it · Rarely visits the doctor · Self diagnoses · Asks for a second opinion · Thinks beauty is more important than health


· Media

· Close friends · Internet and social media

Consumption of Information

· 56 percent would rather receive health care communication via email than other sources · 64 percent researches symptoms and cures online · 22 percent would prefer using text messages for health care communication

Messaging that Resonates

· How health behaviors can affect their attractiveness and appearance · Appeal to their abilities to make smart, adult decisions · Social-responsibility campaigns that makes them feel they can make a difference · Provide supportive materials so they can do their own research

Volume 8 • MassMedia Medical Marketing & Media Review • 5

Featured Article

Reaching Patients Across the Generational Divide Continued from page 5

By Kassi Belz, APR — @kassipr

Baby Boomers The Me Generation (aged 45 – 65)

Views on Health care

· Visits the doctor more regularly for check ups

Generation X

The Healthcare CEO (aged 35 – 44)

Views on Health care

· Wants to be in charge of their own health · Does not like going to the hospital · Takes advice and direction of his or her doctor · Looks for convenient options to maintain their health

· Looks at doctor as an adviser not an expert

· Want options to prolong their life

· Places the health of parents, spouse and children above her own

· Physicians

· Wants to know what health care can do for her and her family

· Children

Influencers · Medical brochures and journals

· More likely to switch physicians if she doesn’t get the care she expects

· Media


· 60 percent would rather receive health care communication via email than other sources

· Family

· Internet and social media (if controlled)

Consumption of Information

· Friends and other peer groups

· 56 percent researches symptoms and cures by asking their physician

Consumption of Information

· 93 percent trusts their doctors over family/friends for health advice

· 64 percent researches symptoms and cures online

· 66 percent would rather receive health care communication via email than other sources · 95 percent have an account on a social media platform – the majority are on Facebook

Messaging that Resonates

· Establish their ownership and control in the health process and decisions for their family · Emphasize that decisions today impact their health in the years ahead · Provide them with additional resources

6 • MassMedia Medical Marketing & Media Review • Volume 8

· Use many sources to obtain information including advertisements, pamphlets, brochures and magazines

Messaging that Resonates · Expert resources and information

· Awards and credentials of providers · Reassurance that they are receiving the highest quality of care · Education on how to maintain vitality · Offering convenient options in health care

When it comes to selecting a hospital or health care provider or making a decision about the type of care one receives, the age of the patient is a key indicating factor. According to a recent study published by AdAge Insights and Modern Healthcare Insights titled ”Cross-Generational Healthcare. How to Communicate with Boomers, Gen-X and Gen-Y about the Healthcare Choices,” as people age, their thoughts about health and related decisions change their receptiveness to health care messaging. In addition, vast differences exist in how each generation is influenced, how they consume information and who they turn to and trust as an authority in health care. While age is not the only factor, it does have a major impact on a person’s view and approach to health care.


The Greatest Generation and their Caregivers (aged 65+)

Views on Health care

· Believes Doctor-Patient bond is very important · Looks for direction in their health care · In need of ongoing care facilities · Largest consumers of health care


· Physicians

· Pharmacists · Medical professionals · Media · Other seniors

Consumption of Information · 63 percent researches symptoms and cures by asking their physician

· 70 percent reads newspapers and magazines as their primary news source · 53 percent uses the Internet or email

Messaging that Resonates · High reputation and prestige Sources: AdAge Insights and Modern Healthcare Insights Trend Report March 2012: CrossGenerational Healthcare. How to Communicate with Boomers, Gen-X and Gen-Y about their Healthcare Choices; Pew Research; AARP

· Relationship with doctor is important · Convenience · Personal and quality care

Volume 8 • MassMedia Medical Marketing & Media Review • 7


By Paula Yakubik — @pyakubik

Nevada’s Health Care to Watch Influencers There is little doubt that health care in the United States and in Nevada will continue to evolve. Some of America’s fragmented, inefficient and expensive health care system is undergoing a dramatic transformation from a system that rewards provider services to one that rewards quality health care and improved outcomes. As goes the country, so goes Nevada. Here are five Nevada health care leaders that are breaking down barriers and paving the way for a better health care system for us all: Ms. Karla J. Perez

Thomas L. Schwenk, M.D.

Karla Perez oversees five major hospitals in Southern Nevada for Universal Health Services, Inc. including Spring Valley, Summerlin, Desert Springs, Valley and Centennial Hills Hospital Medical Centers. Working in the Las Vegas community for nearly 30 years, she is passionate about improving the quality of health care for Nevadans and leading the way on hospital quality and efficiency. Her hospitals are committed to quality by improving their clinical operations and providing better support for physicians through systems that offer increased functionality. Their new electronic information system gives physicians, nurses and other health care professionals immediate access to an advanced medical records system, lab results and imaging. The hospital system is also positioning itself to be a leader in patient safety and clinical integration in Nevada. Perez says it’s a daily goal. “Every day we work toward three aims: improve quality of care, improve patient satisfaction and reduce the cost of patient care,” she says. These aims, Perez is certain, “will help provide Nevada patients with the highest quality of care and the best outcomes with an affordable price.” Perez hopes achieving these aims in her hospital system will help her reach her goal helping drive up health care quality rankings in Nevada, which are typically very low. Watch Karla Perez as she innovates her way to providing high quality health care to all Nevadans through the hospital system she runs.

As the leader of Nevada’s largest and most prominent medical school, Dean Thomas Schwenk faces many challenges. Perhaps the biggest challenge is deciding what issues to focus his resources on. Schwenk is working hard to develop and position the school as a true statewide enterprise, a precious academic resource that contributes to the well-being of, and is recognized by, every resident of Nevada. Most notable, the school is investing in new and exciting research in the neurosciences, infectious diseases, reproductive medicine and infertility, cardiac and GI physiology, and vascular injury, among several major programs, that will benefit patients in the future. In addition, it is developing a telemedicine and telehealth outreach program to benefit physicians and patients in rural communities, a key challenge for Nevada. The School of Medicine, like most higher education institutions, has endured difficult economic times, but the cutbacks have not prevented the school from maintaining its focus on its service to the state. Schwenk believes the University of Nevada, School of Medicine is a major player in the ongoing transformation of the health care industry, working to train new physicians in ways of practicing, with innovative technologies and new approaches to measure quality and value. His ultimate goal is for the School of Medicine to be the organizing force that improves the quality of health and health care for all Nevadans.

Regional Vice President, Western Region Universal Health Services

8 • MassMedia Medical Marketing & Media Review • Volume 8

Dean, School of Medicine University of Nevada/Vice President for Health Sciences

Mr. Sherif Abdou

Mr. Todd P. Sklamberg

Over the course of the last 16 years, Dr. Sherif Abdou has turned a small, five-member physician group he bought with his savings in 1996 into HealthCare Partners Nevada, a barrier-breaking, physician-run, patient-focused medical group with more than 60 clinics, 240 primary care physicians and 1,300 specialists throughout Southern Nevada. In 2011, HealthCare Partners Nevada purchased Canyon Gate Medical Group, adding 15 primary care physicians across seven medical offices in Las Vegas, Henderson and Pahrump. More recently, they joined forces with Cardiovascular Consultants of Nevada, allowing HealthCare Partners to provide the highest level of cardiology care to treat and improve Southern Nevadans’ quality of life. Total Care, the medical philosophy at HealthCare Partners Nevada, is the precursor to the reforms that reward practitioners for efficient and coordinated care. HealthCare Partners Nevada was recently named one of the 32 “Pioneer Accountable Care Organizations” to improve the health and experience of care for individuals, improve the health of populations and reduce the rate of growth in health care spending. Pay close attention to Dr. Abdou as medical groups in Nevada and across the country look to HealthCare Partners as the model for how to succeed under the new system and provide better quality health care to patients.

Todd Sklamberg is the Chief Executive Officer for Sunrise Hospital & Medical Center and Sunrise Children’s Hospital, overseeing operations for the 700-bed facility that serves Southern Nevada and the surrounding region. Sunrise is part of the four-hospital Sunrise Health System, which includes Sunrise, Sunrise Children’s, MountainView and Southern Hills Hospitals. Sunrise and Sklamberg specifically are ones to watch as they pave the way for improved patient safety measures and quality and technology initiatives. Sklamberg says the Sunrise system, “lives and breathes by its quality measures and is working hard every day on new patient safety initiatives and technology for patients in Southern Nevada.” Sunrise Hospital is the only hospital in Nevada to be recognized by U.S. News and World Report for high performance in Neurology/Neurosurgery, Gynecology and Nephrology. Watch Sklamberg as he positions his hospital system for the medical tourism market as well as a strong voice in the next legislative session as he fights for high-quality care for all Nevadans.

Chief Executive Officer HealthCare Partners Nevada

Chief Executive Officer Sunrise Hospital & Medical Center, Sunrise Children’s Hospital

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Volume 8 • MassMedia Medical Marketing & Media Review • 9

Q&A: Community Mr. Brian Brannman Chief Executive Officer University Medical Center

By Paula Yakubik — @pyakubik

Nevada’s Health Care to Watch Influencers Continued from page 9 page

It’s only been a year since CEO Brian Brannman took the helm at the struggling University Medical Center (UMC), the only county-owned hospital in Clark County. He says he swiftly rebuilt a quality leadership team and put procedures in place to make sure the hospital is viable and financially sustainable. All eyes are on Brannman as he tries to make that vision a reality. He reports, “we are seeing revenue increase and costs decline while keeping the quality bar at UMC high.” Brannman says he is working hard to evolve UMC into a true academic health center for Southern Nevada. He openly admits there are challenges to reaching these goals, but it won’t stop him from working hard to achieve them. “The biggest challenge for me is to refocus our argument here,” he said. “There's been a lot of time spent casting UMC as this black hole that the county throws money into and I really need to educate people that, in fact, UMC provides a huge benefit to our community. We serve a very large population of uninsured and underinsured patients, to the extent that we do about $250 million a year worth of uncompensated care every year. We are able to generate enough revenue and are streamlined enough that the reliance on a pure subsidy from the county to recover from that shortfall has been in the neighborhood of $60 - $70 million, and we are now starting to see that number decline.” Brian Brannman is one to watch as he transforms UMC into a shining example of quality health care in Southern Nevada.

10 • MassMedia Medical Marketing & Media Review • Volume 8

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Q&A: Community

By Aimee Romero — @Aimeedromero




Dr. Larry Blumenthal is the chief financial officer of Good Night Pediatrics, an overnight urgent care pediatric clinic based in Phoenix, that recently opened its first Nevada clinic in 2010. Blumenthal turned to MassMedia Healthcare Marketing to help the company break into the Southern Nevada market, and now MassMedia works with Good Night Pediatrics to secure positive media coverage, engage patients on social media and perform grassroots outreach.

MassMedia sat down with Dr. Blumenthal to talk more about the company and their unique story of breaking into a new market.


Tell us about Good Night Pediatrics. How did you get started and what makes the company unique?

We’re a privately held and privately owned company, as well as the only all-night, every-night alternative to emergency room care in the markets we serve. Every child is seen by a certified Pediatrician, and all of the medical charts are sent over to the patient’s primary care provider. We chose Las Vegas because it’s a 24-hour city with a very young demographic. It is geographically close to Phoenix and covered under the same region as many of our health plan contracts and service vendors.


Why did you choose to hire a marketing firm?

Good Night Pediatrics chose to hire a marketing firm because of the challenges we had with getting into the community and making local connections. We needed someone that was local and well-connected who could clearly identify and associate with our product.


Dr. Larry Blumenthal, CFO

What kind of successes have you experienced in the Las Vegas area?

Since we hired our marketing firm, our numbers have grown steadily. We were able to secure contracts with some of the big local players and get earned media to create brand awareness in the market.


In what ways has social media helped your business?

It’s very hard for us to engage with our clientele on a regular basis outside of social media since we don’t get to see our patients often. Social media allows us to extend the relationship with our patients outside of the exam room.


What are your goals for the future of Good Night Pediatrics?

Locally, we want the Las Vegas clinic to be successful enough to branch out to multiple locations. Long-term, we see the ability to have a multi-location model, like we have in Phoenix, in almost every major city around the country. Volume 8 • MassMedia Medical Marketing & Media Review • 11

2863 St. Rose Pkwy. Henderson, NV 89052

Yo u r N e va da- b a s e d H e a lt h C a re Te a m MassMedia Healthcare Marketing is a full-service, statewide communications firm devoted to all facets of marketing, advertising and public relations. Headquartered in Las Vegas, our veteran team has decades of collective experience working with the most renowned physicians, practices, and health care professionals in the state. Together we create and deliver memorable integrated marketing campaigns that shape your audience’s perceptions and increase your bottom line. For more information on our health care team and our capabilities go to or contact Paula Yakubik at 702.433.4331 or

MassMedia Medical Marketing & Media VOL 8  

Reaching Patients Across the Generational Divide

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