Lonnie Hirsch

Physicians in independent practice face daunting challenges in remaining viable, strong, profitable - and independent. Lonnie Hirsch identifies and explains the most challenging issues for provider owner/partners who want to remain successful in independent healthcare practice and discusses solutions to these challenges.

In today’s busy, complicated, information-overload, short-attention-span environment, there are hundreds of ways to market a healthcare practice but there are really 8 most important marketing strategies for most healthcare practices to consider.

Each of these 8 strategies includes a host of possible communication tactics. In this article, Lonnie discusses the first two of these eight primary marketing strategies. To simplify and organize these strategies and tactics, Lonnie Hirsch has… Show more

In today’s busy, complicated, information-overload, short-attention-span environment, there are hundreds of ways to market a healthcare practice but there are really 8 most important marketing strategies for most healthcare practices to consider.

Each of these 8 strategies includes a host of possible communication tactics. In this article, Lonnie discusses the first two of these eight primary marketing strategies. To simplify and organize these strategies and tactics, Lonnie Hirsch has created the infographic featured at the top of this article. Show less

Patient Experience is a lot like the blind men and the elephant. It’s defined differently by various healthcare provider organizations. Is there one best approach and how do you get your arms around this massive initiative for your healthcare organization?

Listen to the podcast recording in this post as Lonnie Hirsch, Founder and CEO of Hirsch Healthcare Consulting interviews Janiece Gray, Founding Partner at Minnesota-based healthcare consulting firm DTA Associates as she takes us on a… Show more

Patient Experience is a lot like the blind men and the elephant. It’s defined differently by various healthcare provider organizations. Is there one best approach and how do you get your arms around this massive initiative for your healthcare organization?

Listen to the podcast recording in this post as Lonnie Hirsch, Founder and CEO of Hirsch Healthcare Consulting interviews Janiece Gray, Founding Partner at Minnesota-based healthcare consulting firm DTA Associates as she takes us on a deeper dive into the seemingly bottomless well that is patient experience. You will find a transcript of the recording below. Show less

For physicians and groups who want to remain independent, marketing physician independence benefits to patients and other physicians is essential, not optional.

In this article, Lonnie Hirsch identifies and discusses 9 steps that independent healthcare practices can use to effectively market patient benefits of providing healthcare in an independent practice setting.

Cybersecurity risks and protections for healthcare organizations is generally not well understood or implemented. Listen to Lonnie Hirsch's podcast interview with John Stephens, Managing Partner at Luminant Digital Security to learn more about risks and protections that healthcare organizations need to understand and apply.

How important are marketing and innovation to your healthcare business success?

Well, consider this quote from world-renowned management guru Peter Drucker:

“Because the purpose of business is to create a customer, the business enterprise has two — and only two — basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Marketing and innovation are no less… Show more

How important are marketing and innovation to your healthcare business success?

Well, consider this quote from world-renowned management guru Peter Drucker:

“Because the purpose of business is to create a customer, the business enterprise has two — and only two — basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Marketing and innovation are no less important in the healthcare industry than in other industries. In fact, a strong argument could be made that these are more important in healthcare than in many other industries.

Healthcare providers (physicians and health systems) need look no further than their colleagues in the most lucrative healthcare entities in the world: pharmaceutical companies. For these companies, marketing and innovation are truly everything that matters.

So why should healthcare provider organizations view these priorities any differently? It’s not just a monetary question; healthcare marketing and healthcare innovation are essential to your long-term growth and, in some cases, even your survival. Show less

For those involved with branding and marketing strategy in health systems, how do you see the distinction between repositioning as large, multi-specialty clinics that own hospitals vs hospital-centred health system? Maybe more importantly, how does your health system define (or redefine) itself going forward?

As everyone in this industry knows, the financial basis for health system profitability has been flipped on its head. Hospitals are increasingly being viewed by health systems as… Show more

For those involved with branding and marketing strategy in health systems, how do you see the distinction between repositioning as large, multi-specialty clinics that own hospitals vs hospital-centred health system? Maybe more importantly, how does your health system define (or redefine) itself going forward?

As everyone in this industry knows, the financial basis for health system profitability has been flipped on its head. Hospitals are increasingly being viewed by health systems as cost centers rather than revenue centers. Operation and clinical alignment is essential but not easy.

Bottom Line: The patient access and the money flow is set up to engage at the primary care clinic or speciality clinic level.

Hospitals have historically had to market their services and create patient-centered brands while combatting the reality that most people fear hospitals and don’t want to avoid them.

So why aren’t more health systems moving to reposition as clinic-based rather than hospital-based? Show less

Too many hospitals and referral-based healthcare practices are seeing a drop in their prior sources and volume of physician referrals. Perhaps surprisingly, many more don’t even know (much less keep close tabs on) their rate of referral attrition.

It’s true that some of the reasons for shrinking physician referrals are beyond your control, including acquisition of primary care practices by hospitals and health systems and retirement of physicians, but that’s all the more reason to… Show more

Too many hospitals and referral-based healthcare practices are seeing a drop in their prior sources and volume of physician referrals. Perhaps surprisingly, many more don’t even know (much less keep close tabs on) their rate of referral attrition.

It’s true that some of the reasons for shrinking physician referrals are beyond your control, including acquisition of primary care practices by hospitals and health systems and retirement of physicians, but that’s all the more reason to control everything you can that impacts your referrals from physicians.

Referral relationships, just like any personal relationships in our lives, require focus, attention and nurturing. The reality is that most healthcare organizations that are experienced fewer referrals from other doctors could be doing more and taking a more strategic approach to maintaining and even increasing physician referrals.

Here are the Top 10 tactics to consider if you want to hold on to the physician referrals you are getting and even grow your physician referrals. Show less

Listen to Lonnie Hirsch's podcast interview with David Jaffe from Cost Segregation Services (http://costsegregationservices.com) to learn about accelerated depreciation strategies for your office real estate.

Lonnie Hirsch recently interviewed Brad Wakefield, CEO of The Corvallis Clinic in Corvallis, Oregon. The Corvallis Clinic (https://www.corvallisclinic.com) is the largest multi-specialty medical group in the mid-Willamette Valley of Oregon, with 113 providers representing 27 specialties across 10 locations.

In this podcast, you will hear Brad discuss healthcare provider and patient trends from the perspective of a large multi-specialty group, but Brad’s comments are relevant to all sizes… Show more

Lonnie Hirsch recently interviewed Brad Wakefield, CEO of The Corvallis Clinic in Corvallis, Oregon. The Corvallis Clinic (https://www.corvallisclinic.com) is the largest multi-specialty medical group in the mid-Willamette Valley of Oregon, with 113 providers representing 27 specialties across 10 locations.

In this podcast, you will hear Brad discuss healthcare provider and patient trends from the perspective of a large multi-specialty group, but Brad’s comments are relevant to all sizes and specialties of independent, insurance-based medical practices.

Brad discusses the advantages and also the challenges for larger multi-specialty medical groups. He also shares his observations about the impact of high-deductible health plans of patient behavior and provider-patient communications and education.

Brad also discusses his view of the evolving direction toward proactive rather than reactive communication and interaction with patients.

Finally, Brad shares the philosophy and approach of his group’s commitment to engagement and support of the local economy. Show less