By Steve Sullivan, National Sales Director

One of the many business casualties of the pandemic is healthcare sales—its process, its people and its results.

Since March, the world has changed for people calling on providers, payers, life sciences or healthcare service, and technology companies. Their process has been upended. Sales teams have lost their normal way to encounter and engage buyers and decision-makers—conferences, seminars, lunches and in-person meetings are all but gone. Add to that, calling on those who are now forced out of their natural office habitat is all new territory.

By John Lavey | Hammock President and COO

If your company slowed or stopped sharing content with clients since the pandemic started, have you begun to reemerge? Or are you struggling to figure out what conversations to have with your clients right now?

If so, you aren’t alone.

By John Lavey | Hammock President and COO

Building a patient-centered healthcare system means creating highly satisfactory experiences in addition to healthy outcomes.

So what is satisfying to patients and their families? From the first moment someone in your market encounters your facility’s content and messaging—that first episode of care—nothing is more satisfying than displays of empathy. We all appreciate when a healthcare provider “gets it” and exhibits caring above and beyond what is required.

By Steve Sullivan, National Sales Director

You’ve heard Hammock talk over the years about how marketing with content should never solely focus on a product’s features and benefits. We should focus on the solutions a product, service or treatment delivers. I heard that reinforced in a talk this week by Michelle Peluso, senior vice president of digital sales and chief marketing officer at IBM.

Peluso started Site59, a last-minute travel site, which survived 9/11 and then was bought by Travelocity, where she rose to be CEO. After C-Suite stops at Citigroup and Gilt, she now runs global marketing and brand initiatives for IBM―quite a resume.

By: John Lavey | Hammock President/COO

At Hammock, we take our work seriously. We also are serious about our hammocks. A high-quality hammock is our going-away gift for our colleagues whom we have worked with for a long time.

While our company is named for our founder and CEO, Rex Hammock, we have long had an affinity for the symbol of relaxation, and the eagle-eyed among you may have noticed the suggestion of a hammock in our logo.

telehealth

By: John Lavey | Hammock President/COO

One development that has emerged from the pandemic has been the shift from in-person care to virtual care, including telehealth appointments via voice, chat or video. This change was rapid, and telehealth usage is expected to increase. But has marketing around this development kept pace?

By: John Lavey | Hammock President/COO

Baseball is back. This week, Major League Baseball announced a shortened 60-game season. Players report for training next week.

So what, if anything, does baseball have to do with healthcare?

 

By: John Lavey | Hammock President/COO

One of the most radical changes to the healthcare system that have transpired since the COVID-19 pandemic began, and will surely continue, has been the rapid shift to virtual health.

Prior to COVID-19, virtual care and telemedicine weren’t widely used. According to the American Medical Association, only 28% of doctors reported using telemedicine in 2019. A consumer study conducted in November 2019 found that only 12% of U.S. adults had ever used a telemedicine app, and about 14% of U.S. adults reported that they had never heard of telemedicine apps or websites. Despite that, about two-thirds reported that they were comfortable with the idea of virtual care, saying that convenience and costs were major factors in doing so.

 

By: John Lavey | Hammock President/COO

Green shoots, or new sales activities for many healthcare companies, are appearing on the ground over the last 60 days (since the start of the pandemic) without much new growth.

But traditional sales activities may not resume anytime soon. Lunches, seminars, conferences, boardroom presentations and travel will eventually happen again, but many groups are starting to think about what a new normal (or the next normal, as a friend shared with me this weekend) looks like.

 

By: John Lavey | Hammock President/COO

One of the big issues in healthcare “getting back to a new normal” is the resumption of elective procedures. On March 19, the Centers for Medicare and Medicaid Services (CMS) issued a recommendation to postpone most elective procedures. In effect, the spigot for a hospital’s revenue has been turned off for two months.

From an economic point of view, elective procedures are the lifeblood of a healthcare system’s revenue stream and profitability, and the loss of elective procedures is gashing hospitals’ margins.