Medical Practices Simply Can’t Afford To Skimp On IT Infrastructure

1964, Dynamic control problem being studied in the Analogue Computer Laboratory

Analogue Computer Laboratory – 1964. Source.

The Earth orbits the Sun, and medical practices can’t afford to skimp on IT infrastructure… some facts are simply immutable.

Normally I would proclaim that any business can’t afford to skimp on its IT infrastructure, but given the current climate where just having a Windows XP machine connected to your network is a HIPAA violation, I’ve clearly got a certain target audience in mind for this post. That said, it’s not just medical practices that could benefit from taking a few minutes to read this post.

I’ve spent a lot of time the past months advising (and implementing) practices on how to make the move from the no longer supported Windows XP to Windows 7 and newer operating systems, and one thing has become readily apparent to me – there are two kinds of medical practices:

  • Practices that see technology as part of the patient experience.
  • Practices that only think about IT when it breaks.

The medical practices (and other businesses) that realize that their IT infrastructure is part of the patient (customer) experience tend to have made the realization that IT in a medical office is not just there to scan ID cards, print receipts or create patient forms, but actually adds substantially to the patient experience and bottom line of the practice.

Happy patients = more money!

That’s not a difficult concept right? I think everyone can agree that if a patient has a positive experience at your office they’re more likely to come back the next time something ails them. They’re also far more likely to recommend you to other potential patients (word of mouth marketing), leave positive reviews on rating sites, etc… Happy patients = more money for you. Simple!

A lot of medical practitioners and office managers appear to forget that the patient’s experience in their clinic is not just measured by the patient – doctor interaction, it comes from the everything they experience at your office. From the moment they walk in the door, from that first impression, the friendliness of the staff, the promptness of their appointment, the ease of filling out information – it’s all being judged by the patient and it ALL impacts your bottom line.

So, how does IT actually affect any of this? Well, let’s forget about silly little things such as multi-thousand dollar fines (per patient) when data is exposed due to poor infrastructure and / or running out of date operating systems and look at the ways that keeping your computers and software up-to-date actually affects your bottom line.

Faster computers (and modern operating systems) increase staff productivity.

It’s not just just the ability to run better, newer software, but multiply the 10 minutes it takes those ancient computers to start up by the number of staff you have and there’s a massive amount of wasted productivity hours. A lot of time is wasted every day because applications take forever to open / switch between, and all of that wasted time is time that you are paying staff for. If  you want to get more productivity from  your staff then give them the tools to do it.

Faster computers equal happier staff.

In my experience, there’s little that will annoy good staff in a good office faster than slow computers. It’s frustrating to have to not be able to move on to the next thing, especially when you have a patient standing there waiting for that document you sent to the printer 5 minutes ago.

If there’s one thing patients are especially good at picking up on, it’s the atmosphere in an office. When staff aren’t happy, you can be sure that patients aren’t, and that is going to have negative impact on their experience and willingness to return in the future or recommend  you to other potential patients.

Faster computers equal happier patients.

When you’re sick, tired or in pain, the last thing you want to do is stand around twiddling your thumbs for five minutes at the check in desk at your doctors office waiting for their EMR (electronic medical record) system to pull up your details. That should have happened almost instantaneously, and it would have if the aging computer had more RAM, a faster CPU or better connectivity to the server.

Get those patients checked in and out faster for a better patient experience and a less crowded waiting room.

Keeping your infrastructure up-to-date saves you money.

All computers break down, have issues and occasionally need repairs, but performing support tasks on older computers takes longer. Slower machines take longer to install drivers on, track down issues etc. It’s not rocket science.

As your infrastructure ages there tends to be more issues which require support and the cost of that support can escalate rather quickly. You might only see it as a $100 here, $200 there, but when this is happening every other week (even when you have contracted support agreements) it can quickly get to the point where you could have actually paid to replace aging equipment and had LESS support call-outs.

Upgrading / Staying up-to-date doesn’t have to be a huge expense.

A lot of small practices get sticker shock at the notion of spending many thousands (sometimes tens of thousands) of dollars to replace equipment that still essentially works. Most don’t realize that these upgrades don’t all have to be done at once. Unfortunately a lot of vendors won’t tell you that, instead going for the big “all in one” sell – but that’s another blog post.

Implement a rolling upgrade policy. Start with the oldest computer (or computers depending on how desperate the situation) on your network and get them upgraded – whether than means adding more RAM, SSD’s or a better CPU or simply replacing the whole machine. If you have a server, see if that needs upgrading too. In 6 months time upgrade another machine or two and continue to do so over the next two years. By the end of the two years you’ll have completed 5 upgrades (0 months, 6 months, 12, 18, 24) and have replaced or upgraded 10 machines without any one major expense.

Most small medical practices will have somewhere in the region of 10 – 20 machines, but you can adjust the plan to suit your infrastructure needs and budget accordingly.

On month 30, start the cycle again – upgrading the components of or replacing the machines first updated at month 0. Repeat the cycle over and over again and you’ll never have machines more than 2 – 3 years old running on your network.

You may also wish to annually evaluate your networking equipment and see if any performance gains can be made by upgrading aging switches / firewalls / routers to newer faster standards.

Remember that it’s not just your hardware.

Aging software can be a productivity drain almost as much as aging hardware. Be sure to evaluate new versions of the tools and software you use in your practice and determine if making the move to newer versions could increase productivity or will add features that improve security etc..

Speaking of security… Don’t forget those updates…

Again I’m going to gloss over the potential fines that medical practices and businesses can be slapped with if patient / customer information is compromised, and instead remind you of the cost of having someone come out to clean your network of trojans, spyware and malware. Good anti-virus and anti-spyware software is always a must, but none of it is perfect. No matter your operating system – Windows, OS X, Linux… make sure that you are installing updates regularly. These updates don’t just add new features to your system- they fix bugs, can increase stability and performance, and fix security holes and issues.

If your IT person (you do have an IT person, right?) recommends that you turn off Windows updates for performance, or because things “might break” then you need to fire them. The days of such things happening are long, long in the past, and the rare times that they do occur are far lest costly than the potential damage than can be caused by not running them.

While you’re at it, have your IT person or vendor upgrade the firmware on you routers / managed switches / firewalls etc….

It doesn’t cost a lot to be secure AND productive…

For most practices, if you put your IT infrastructure on a rolling upgrade cycle the cost becomes pretty negligible plus you get to avoid the major sticker shock of a one time upgrade.

If you start thinking about your IT as part of the patient (and staff) experience the outlay will more than recoup itself in increased productivity, repeat patients and positive word of mouth marketing.

GALLUP – Americans Say Social Media Has Little Sway on Purchases

Oh oh! It’s time to go back to traditional media advertising! Right, right?

Gallup surveyed more than 18,000 American adults in December 2012 and January 2013 for the poll you see below.

A clear majority of Americans say social media have no effect at all on their purchasing decisions. Although many companies run aggressive marketing campaigns on social media, 62% in the U.S. say Facebook and Twitter, among other sites, do not have any influence on their decisions to purchase products.

Influence of Social Media On Americans Purchasing Decisions

Or maybe, just maybe, a large percentage of those who say that social media has “no influence at all” don’t realize when they’re being influenced by their friends and family.

We know that the actual ads aren’t working all that well, that’s no secret.

Facebook users hate the ads, we use scripts and blockers to remove them. Most of us – a whopping 94% – use social media primarily to connect with friends and family. We don’t want your stinking ads, we want to know how Grannies hemorrhoid surgery went and if the doctors will let her take one home in a jar. Oh, and pics or it didn’t happen!

Was that $5.1 Billion spent on social media advertising in 2013 wasted? Well, not ALL of it was wasted. Those brands and companies that were telling stories and creating content that people wanted to engage with and talk about – they most definitely were not wasting their money.

Those brands hammering out the same old drone of “buy this, buy this”…. Yeah, they were wasting their money.

WOM (word of mouth) is and always will be the most trusted medium that makes or breaks a brand, and the beauty of it is that most of the time people don’t realize they’re being marketed to or acting as an evangelist.

Those jeans your friend was raving about at work, and  you bought two pairs of! How do you think she found out about them in the first place? Someone else was raving about them on her Facebook stream.

U.S. companies spent a combined $5.1 billion on social media advertising in 2013, and they obviously believe that this presents them with a return on investment. However, a solid majority of American adults say that social media have no influence at all on their purchasing decisions — suggesting that the advertising may be reaching smaller segments of the market, or that the influence on consumers is indirect or goes unnoticed.

In the State of the American Consumer report, Gallup reveals that consumers who engage with brands often do so when they are already attached to a product or service. Companies that engage their customers — by providing exceptional service and a pleasurable in-store experience — will, in turn, drive those customers to interact with them on social media. Simply promoting products and services on Facebook or Twitter is unlikely to lead to sales.

The key to reaching new customers and growing your brand via social media – give people something to talk about.

Spend wisely!

Dildos Bring A Hilarious Twist To This Gun Safety PSA

One of the things drilled into me during military training was that battles are rarely won by a head on-confrontation, and even if you have the numbers to force and overwhelming win, the loses accumulated by direct confrontation are not worth it. It’s better to attack from an unexpected direction – to think out of the box.

I wish a lot of marketers understood that.

The folks at Evolve understand, and that is what makes this gun safety PSA so awesome. This video is worth 30 seconds of you time irrespective of your stance on gun safety / ownership.

Hat-tip: Gawker.

DUPÉ – Popup Store Sells Bottled Fresh Air, Boxed Sunshine And Good Vibrations

I love this – even the name “DUPÉ” is double loaded (try saying it loud and slow).

YVW came up with a very interesting popupstore concept in Australia to make people think about buying natural resources bottled.

Do you buy bottled water? I know we always have crates of it in the house for hurricane season, but never buy it for regular consumption.

What other products do you pay ridiculously high prices for simply because they’re conveniently bottled up or packaged?

Source: ExMaBlog

Awesome Resignation Video Shows Why Clear Story And Quality Rule Over Quantity

I work for an awesome company that makes news videos. I have put my entire life into this job, but my boss only cares about quantity, how fast we write and how many views each video gets.

I believe it’s more important to focus on the quality of the content. When you learn to improve this, the views will come. Here is a little video I made explaining my feelings.

With 450,000 views in less than two days (at the time of writing), it’s fair to say that Marina V. Shifrin has made her point.

Advertising for Arrington

Arringtons Attention

If theres one thing that no business can survive without, it’s customers and if I were a hosting company looking for some big name clients I’d be looking to get sites like TechCrunch on board.

I can only guess at the amount of data used by a site like TechCrunch on a monthly basis. We burn through between 800 Gigs and 1200 Gigs depending on the submission at Daily Shite and our traffic is nowhere near as large as theirs.

If you were a hosting company trying to get TechCrunch to move to your dedicated servers what would you do to bring someone like Michael Arrigntons attention to your service?

For a company called Storm, the answer is to take out Google Ads targeting Arrington directly.

Check out the image of the add I saw on Shooting At Bubbles earlier this morning.

Storm appear to be going all out in their attempt to garner Arringtons attention as a quick search for “Mike Arrington” on Google shows:

Arrington Google

What do you think? Would this be effective in getting your attention? Would ads like this spur you to give a different service a chance? Will it work for Storm?

Lets Call A Spade A Spade: It’s Influence Media

4 spades

Spade or shovel?

I woke up Saturday morning with a number of things floating around my mind, such as the amount of time until I next see Sara, how I was going to get all my work done before the Ireland Vs England rugby match and a nagging, scraping feeling in the back of my mind about relationships.

As the caffeine from my first cup of coffee began to work it’s way into my system it hit me that relationships are about 1:1 communication.

Okay, admittedly that’s a fairly obvious to most people and not exactly a revelation. It’s something that we all know and many of us have been advocating online for years. If you want to grow your brand or blog you have to foster 1:1 relationships with your readers/followers/fans in order to develop loyalty.

I’ve always thought that social media was about developing and nurturing those relationships. I thought it was about communicating with your fans and followers, about growing that 1:1 connection that would allow organic growth as those you’ve developed relationships with will feel comfortable enough with you or your brand to recommend you to their peers, thus introducing you to a new social circle where you can again begin to develop the 1:1 relationships.

That, in a nutshell is what social media is to me.

What I see happening online today, being pimped and pushed by “those in the know” is not social media, it’s influence media.

In order to get ahead today we are still being told to foster relationships but not with our followers (or at least not so much).  The prevailing school of thought, at least to my cynical eyes, is that in order to grow you must foster relationships with just a handful of influencers and allow them do the work of communicating your message or spreading the word.

That’s a smart marketing tactic (to some degree, it still lacks 1:1 familiarity with the people you want to reach) but it’s by no means social media. It’s influence media.

It’s a numbers game where we use services or look at the follower numbers in order to find people like Scoble or Chris Brogan, suck up to them and hope that they will spread your word to the people you want to reach. Obviously the more of these influencers you can grease up then then the more people you can reach and the quicker you can reach them.

Which leads me to ask why are people promoting this process of finding these influencers and soliciting them to spread the word rather than fostering the actual relationship/social media approach?

The answer oddly enough is that these influencers are actually good at the social media side of things (that’s how they became influencers) but they are also very smart people. They know that by promoting the “influnce media” model they are setting themselves up as hubs.

Promoting social media as being the practice of finding influencers to spread the word for you actually encourages others not to become influencers, which removes competition and removing the competition is key when being an influence hub is a lucrative business.

You may have boobs and kids, but you aren’t a mommy blogger!

It doesn’t matter who you are, we all feel the need to be part of a group, part of a collective which we can identify ourselves with. It gives us a sense of purpose, a sense of belonging and direction.

In the blogging world, this is a great thing. Groups create influence and help drive recognition and traffic, however, it all goes to hell in a hand basket when that group gets infiltrated by marketers.

That’s what has been happening with mommy bloggers recently and they’ve been having a rather public crisis of faith as they attempt to define what a mommy blogger is.

It all came to my attention when Sara wrote about the storm surrounding the idiotic idea of a “Blogger PR Blackout”, and came up again today when Stephanie Azzarone asked:

One wonders what would happen if the marketing world instituted an extended “Blogger Blackout” in return — no samples, no giveaways, no coupons, no trips. And readers would then keep going to those blogs because … ?

Kind of shines a light on what the PR world really thinks of bloggers, right?

Mommy bloggers are facing this issue because some of them appear to feel the need to, as Maria from Mommy Melee puts it, “lump together every blogger with a vagina and a child”.

Are you female, do you have kids? Then you’re a mommy blogger!

It’s as bad as being a Roman Catholic! No choice is given, they take you as soon as you’re warm.

As I see it from the outside, the mommy sphere consists of two distinct types of blogger (and those who straddle the fence of course), the actual mommy bloggers who talk about their kids, their lives, their experiences plus anything else that interests them and then you have those who use their blogs as a marketing tool to shill products and services to other mommy bloggers.

Now before I go any further, let me make it clear that I know plenty of women who are mothers and do not identify themselves as mommy bloggers. They are not being talked about here. I’m only talking about those who identify themselves as such, not those who are identified as such by the defensive and needy mob.

I have no problem with monetizing your blog. I attempt to monetize this one.

I have no problems with mom bloggers doing product reviews and giveaway’s.

What I do have a problem with is identity.

Once the focus of your blog stops being your own content and your own ideas you stop being a mommy/tech/sports blogger.

When posts that are your own exclusive content start becoming filler posts between the next marketing article, review or giveaway, you stop being a blogger.

When the sidebars and content of your blog contain more adverts than the personals section of a cheap tabloid rag, then you stop being a blogger.

Do you know what it is you become? You become a marketer! If driving products and profit is your primary goal with your blog, then you are a marketer.

I would suspect that the most ardent voices within the “mommysphere”, fighting to say that blogs full of product reviews are acceptable as mommy blogs are those who have transcended blogging into marketing.

They know that by being identified as mommy bloggers companies will give them more products to hawk and by being a so called mommy blogger they have a built n market.

Remove the mommy blogger association and all they’re left with is a blog that would otherwise be considered a splog – a spam blog.

The “mommysphere” has split into two groups – the mommy bloggers and the “mommy marketers” and the sooner it realizes that, the better off it will be.