 |
 |
 |
 |
 |
 |
|
| ||||||
|
|
Home > Resources > eNews > Oct 2000 |
|
|
|
|
The Managed Care Insider eNews Volume Two Number 9 October 2000 PART ONE of TWO Welcome to The Managed Care Insider eNews. You are receiving this because you have subscribed; the eNews is never sent unsolicited. Subscribe/unsubscribe information can be found at the end of this eNews. The Managed Care Insider eNews is published, copyrighted, and owned by The Scheur Management Group, Inc. (SMG), http://www.scheur.com and is distributed monthly, free to subscribers. If you wish to forward this edition, you may do so only if the edition is forwarded in its entirety. No reproduction of any part of this publication is permitted without the express permission of the publishers. ---------------------------------------------------------------- This issue of the Managed Care Insider eNews focuses on communications and the tools needed to communicate today: voice, written word, technology and more. Whether it's local, national or global, managed care or any other business industry, the need to relay the corporate message is key to the success of the enterprise. Part One of this eNews issue addresses the importance of Corporate Communications; Part Two offers technology tips to communicate successfully when traveling. As always we invite your response. You may email us at insider@scheur.com with your comments. ---------------------------------------------------------------- Don't Shoot the Messenger! by Nancy K. Belle Man has always communicated - from the first primal gesture, to developed language, to the written word, to the global click of the mouse. So why is it that now we are told we need a "Communications" department in our business lives? Corporate Communications: What is it? Who does it? How does it work? Why do we need it? Briefly stated, corporate communications can be defined as the ability to positively and effectively transfer the message and mission of a company to its target audience in a way that creates trust and confidence in the organization, its products or services, and strategically differentiates the company from its competitors. Using all methods of communication, from voice to electronic technology and everything in between, the communications department builds a message that is consistent and symbolic of the mission and vision of the organization. The message sets the company image and brand, is transmitted to consumers, vendors, business alliances, professionals, employees, political beings, media and the community and essentially represents one voice - the corporation's. To be truly effective, the message must reflect the corporate strategy, which, of course, means the company should first create its strategy and then use it as the cornerstone of its message. The strategy must encompass and link back to the mission of the corporation, integrate and mix all sources of effective communication elements, and be accepted and supported by the executive management team. The Director of Communications is the messenger and the corporate voice. Some companies incorporate Public Relations (PR) within their Communications Department as PR traditionally has been concerned with promoting a company's positive message, usually from an external position. PR should not be confused with publicity or promotion; it is neither. Publicity and promotion are components of PR, just as they are integral parts of marketing and advertising. But communications is the heart and soul of this business triumvirate. Corporate Communications may include the following elements: - PR - which encompasses, but is not limited to, press releases, news articles, speaking engagements, community participation, publicity, and enhancing advertising campaigns - Graphic design - Collateral materials - Internal and external messages - Web technology - Voice Mail, email, writing (authoring articles), speaking, and media response - Message management in relation to layoffs, promotions, and mergers & acquisitions - Creation and distribution of letters, announcements, and responses to inquiries and complaints Establishing a strategic, integrated communications model will allow any health plan, in fact, any organization, to boost its product development/differentiation, visibility, awareness, acceptance/identification, and sales. Integrating all communication elements will allow for a combined focus to deliver messages to target audiences in a cost-effective manner whereby each element reinforces the other. In managed care, particularly in the purchasing of health benefits, timing and tone are critical since research shows that there is little brand loyalty in the managed care/health benefit purchasing industry. This suggests that purchasers of health benefits depend heavily on experience, word of mouth and presence, which denote good customer service, quality products and services, and access to respected providers when choosing a plan. To create and maintain a position of leadership and market presence, health plans need a constant stream of reinforcing communications that keeps its name and accomplishments before its customers. And the only way to ensure this is done well is to implement a proficient, experienced, integrated communications model. If you don't like the message, don't shoot the messenger! Look first to see if your organization has adopted an appropriate and strategic message and model. A good and effective communications department will prevent what Adlai Stevenson referred to in his popular quote: "Man does not live by words alone, despite the fact that sometimes he has to eat them." About the author: Nancy Belle brings more than 20 years of clinical, managerial, marketing, and communications expertise to SMG, integrating nurse practitioner skills with business experience. An early advocate of electronic technology as a tool for world-wide information sharing, Nancy is well versed in implementing the Internet as a means of promoting, marketing, and advertising healthcare companies. As SMG's Communications Director, Nancy performs market analysis, media initiatives including press releases, speaker engagements and promotion strategies for SMG and its associates. In addition to coordinating the marketing/communications departments for SMG clients, acting as mentor, strategist and trainer to health plan staff, she creates corporate and plan communications and public relations initiatives. ---------------------------------------------------------------- What's New? SMG Authors Managed Health Care Handbook Chapters Members of SMG's senior management are featured chapter authors in Peter Kongstvedt's recently published fourth edition of The Managed Health Care Handbook. A chapter on Claims and Benefits Administration was authored by Robin L. McElfatrick and Robert S. Eichler, and the Other Party Liability and Coordination of Benefits chapter was authored by Barry S. Scheur, Robin L. McElfatrick and Robert S. Eichler. The authoritative handbook is available from Aspen Publishers, 301-417-7500. ---------------------------------------------------------------- SMG Speaking Engagements November 13, 2000 National Association of Managed Care Regulators (NAMCR) Downstream Contracting and Delegation Summit Philadelphia, PA "Beyond Money: Factors to Consider in Delegating Claims" SMG featured speaker: Robert S. Eichler November 15, 2000 2000 DMAA Disease Management Leadership Conference Baltimore, MD "HMO/CEO Perspective: Does Disease management Facilitate a Health Plan Turnaround?" SMG featured speaker: Barry S. Scheur ---------------------------------------------------------------- Sites and Sounds on the Net: The International Journal of Corporate Communications can be found and subscribed to at http://www.mcb.co.uk/portfolio/ccij/jourinfo.htm Public Relations - Find information and resources through the Public Relations Society of America at http://www.prsa.org ---------------------------------------------------------------- End of PART ONE of TWO, The Managed Care Insider eNews, Volume Two, Number 9. Scheur Management Group (SMG) is one of the most experienced specialized healthcare operations management and business revitalization consulting firms in the country. Our expertise is in time-sensitive analyses, strategic business and market planning, operational re-engineering, and communications, as well as implementation of start-ups, expansions, and new products. The firm's clients cover the spectrum of insurers, managed care organizations, physician groups, integrated delivery systems, hospitals, employers, governmental entities, vendors, and other providers. Contributing to this edition is Nancy K. Belle and Jeffrey K. Erickson. Editing and Research by Judith Jaffe. Production Coordination by Nancy K. Belle. TO SUBSCRIBE: visit http://www.scheur.com/smghome.nsf/webcontent/ezine.html or send e-mail to insider@scheur.com with the word SUBSCRIBE in the subject and name, email, company, title, and country in the message. TO UNSUBSCRIBE: send email message to insider@scheur.com with the word UNSUBSCRIBE in the subject. Please take a minute to visit our eNews page at http://www.scheur.com/smghome.nsf/webcontent/ezine.html for archives, subscriber information and to RATE our ezine. Get up-to-the-minute health care news on-line at www.scheur.com Go to October 2000 Part 2 |
|
Scheur & Associates, Inc. One Gateway Center, Suite 810 Newton, MA 02458 Copyright 2003, Scheur & Associates, Inc. All rights reserved. |
