I was opening my mail on Friday when I noticed an envelope from my physician’s clinic.  I was surprised to read that my doctor is leaving the group.  I started to add the letter to my growing recycling pile when two things occured to me:

1. Although a patient of this physician for over 2 years (likely 8-10 visits), I’m rather ambivilent about her departure as my personal physician.  Other than the annoyance of having to get to know someone new and lose the perception of value that the continuity of care veil might have provided me, um, I’m feeling “not so much” about the change.  She was actually kind of cold anyway and lacked a strong handshake (gotta have a confident handshake, ladies!).
2. By contrast, I am shocked at the position the letter assumed and its mixed messages.  And maybe the insensitive tone.  While of course the envelope was addressed to me personally, the letter itself was not.  The letter’s saluation referenced me as “Dear Patient.”  And yet the first line of paragraph two is “It has been a pleasure and priviledge profiding care for you and your family.”

So I have to ask – did the office staff find it too challenging or merely unimportant to print personalized letters and match letter with envelope?  Last I knew, Microsoft had this handy trick called “mail merge” that sort of demystified that sort of thing.

I know a little bit about health care.  Of adult age, I’ve naturally had personal experiences – the births of my children certainly not withstanding.  I’ve also gathered some professional experience, having worked for agencies representing the payor and provider sides (United HealthCare and Blue Cross/Blue Shield of TN, also Columbia/HCA hospitals in KY), served at a 3rd party partner again on the payor side (Wellmark), and now as a partner on the provider side (hospital clients of my present employer).  I’m also trying to learn by reading trade magazines to continue to cultivate my knowledge of the clinical and organizational sides of providers.

For many people, physician choice – even with “in network” restrictions – is a very personal one.  Physicans  intersect with us predominantly when we’re at our lowest or weakest points.  When we’re vulnerable and feeling sensitive.  When we’re in need.  Alas, I think even part of their oath references the sanctity of the relationship and the level of care  – direct and indirect – patients are owed.  I know that for most of the hospitals our company represents, the physician finder component is a high priority.  It must be central, visible, usable, and in most cases tied to an appointment setting or request functionality to aid in converting prospects to patients.

So while in this instance I don’t personally take umbrage or feel concern over my doctor leaving, I realize that many other people would.  And I’ll bet “Dear Patient” left them feeling rather cold and unimportant.

Blogger’s Annon.

Hi, my name is Heather Rast.  I’m a blogging neophyte.  I’ve been blogging now for 12 days.  I’m already an addict.

Anyone that knows me is aware that I enjoy creative writing.  Snappy messages in greeting cards, funny anecdotes in emails, and then there’s my hobby.  Yes, I’m also writing abook (who isn’t?).

I’d been dying to actively participate in a blog where the conversations could be real and candid, reflect some personal element without being a recount of the day’s activities (do I really need to tell people that I yelled at my kids about Pop-Tarts this morning?).  The topics would talk about consumers and communications, blow a kiss at the healthcare vertical, and encourage a hug or two from respected peers.

So far, I’ve talked a little and (blush here) even proffered a chaste kiss or two.  Have received a couplea hugs, but since I can be touchy-feely, I’m definitely wanting more.  I’m a little insecure, folks, so please give up the hugs (post comments, in case you were’t following the ‘relationship’ analogy).

Imagine my surprise when I checked my personal email today to find a LinkedIn connection invitation from Larry Mickelberg, and a short comment re: my previous post (see Surface Texture).  How cool is that?  It’s like a stepped program:  1) read an industry pub 2) dig a story 3) blog about said story and interesting quote 4) receive a connection invitation.  Snap!  It’s like that.

So beyond my pleasant and immediate surprise that a VIP at a large prestigous firm asked to make my acquaintence, I was also caught off guard at, well, the immediacy of it all.  I guess I shouldn’t have been, when I really dissect it:  blog is public, complete name and title and company were referenced; I list my LinkedIn profile on my “About” page, etc.  Talk about connecting the bunny trails!  Or maybe its the convergence of the trails.  Hm.  Will have to ponder that.

So some take-aways, I think are as follows:

1. A blog or networking site is public and accessible to all.  Or at least you must presume so.  Like a person accepting an alcoholic drink at a restaurant, you must take your blogging responsibly.  Do so with regard for your forum, your audience, and your referral entity or person.
2. Say what you mean, but be very comfortable with your words and the context and tone.  I’ve been in more than one situation where an email of mine was misinterpreted because someone inferred something that I didn’t mean to imply.  Or they mistook a particular style to be an indication of my interest level.
3. Attribute properly.  I guess it was old habits from college that made me include all of Larry’s deets, but what if I hadn’t?  What would the implications, or possible ramifications, have been?
4. Consider the space.  I’ll go vulnerable here, but this was my first personal experience with some downstream effect due to user-generated media.  Conceptually, I have understood the power and place, but this is my first personal experience (well, except for some inclusion in my employer’s blog, geovoices.wordpress.com.  but there I’m one of many voices and IMO don’t get enough podium time ). This revelation brings a whole new dimension to my grasp of “what if?” and how clients can grab hold.

I’ve always had a passion for consumers – what motivates them, inspires them, the ways they learn, the way they process, their decision stages/cycles.  I like helping position products (nowdays, services) and craft messages to precisely align with the unanswered need or desire that consumers have.  When you think hard about it, marketers are pretty much puppet masters without the evil chuckle.

Anyway, I think I need to go draw a graph or a chart, or throw together a picture – something to help cement how a blog post  (nay, an article mention) (both posting and reading are singular activities, but in the big picture are involving much larger audiences) evolved into a new connection between two individuals.

Powerful stuff.  Anybody know how we can harness this potent power for our clients in a way that adds value, relevancy, and authenticity to the proposed relationship?

Gotta go.  But I’ll be blog again tomorrow!