Posts Tagged ‘Published Articles’

Tampa Bay Business Journal

In Executive Leadership, Financial, Healthcare, Human Capital Trends, Operational Excellence, Personal, Published articles or white papers on January 14, 2015 at 8:00 pm

December 18, 2014

Brian Hudson

Vice President of Sales & Marketing at Pyramid Healthcare Solutions

Hudson has been named vice president of sales & marketing for Clearwater-based Pyramid Healthcare Solutions, a provider of revenue cycle management services for health care organizations nationwide.


Healthcare Reform and the “Long Goodbye”; The costs that Healthcare Reform forgot to Calculate

In Executive Leadership, Healthcare, Human Capital Trends, Published articles or white papers on May 20, 2010 at 7:03 pm

Published June 2010, The National Healthcare Reform Magazine:

As the aging of America continues on a trajectory never seen before, led by the Baby Boom phenomenon, there is a cost that Healthcare reform fails to recognize as this enormous shift in US population occurs. A recent report by the Alzheimer’s Association, Changing the Trajectory of Alzheimer’s Disease: A National Imperative, indicates that the cost for caring for Americans with Alzheimer’s disease will increase five fold by 2050 to $1.08 TRILLION per year unless action is taken to prevent the onset of this disease.  This number does not include the costs of care do not include individuals under 65 and does not include the value of unpaid care provided by families and other care givers. Healthcare reform takes on major assumptions built upon “today’s” models and demographics – not calculating the affects of dementia related disease, such as Alzheimer’s disease, often referred to as the “long goodbye”. According to the published study, approximately 5.1 Million Americans 65 and older have Alzheimer’s disease – this number will grow to 13.5 million by 2050, or roughly 16 percent of the 65 and older population.

Healthcare reform is needed in this country on many levels. Costs need to be reduced; access to healthcare made accessible and affordable to those who want it. Healthcare reform should have built in benchmarks for treatment advances that will ultimately drive down cost and impact patient outcomes. According to aforementioned study, about half of all residents in nursing homes are people with Alzheimer’s disease and rely on Medicare to help pay for care, currently estimated at $30B. Without a treatment breakthrough the trajectory of these costs will increase to $150B by 2050. The institute of Medicine (IOM) report on the aging population, Retooling for an Aging America, found that the future healthcare workforce will be “woefully inadequate in its capacity to meet the large demand for healthcare services of older Americans.” This is especially true in our nursing homes that house a disproportionate amount of Alzheimer’s patients. Many of the models used in the current Healthcare reform bill use baseline scenarios that do not build any change in per capita healthcare utilization patterns or human capital productivity requirements. This is understandable as Healthcare reform models would have difficulty making it past the American public with a five fold increase in costs.  Healthcare reform costs in the US should be calculated with models that reflect current population and disease trends. Reform should seek to encourage cost removal, rather than cost shifting, with special emphasis on treatment and patient engagement.

There is hope that treatment breakthroughs that could delay the onset of Alzheimer’s disease would change the trajectory that we are currently on. A treatment that delayed the onset of Alzheimer’s disease would reduce these overall healthcare costs immediately, would save billions over time, and make a positive difference for those that have been affected by this disease, both patients and care givers alike.

Event Marketing – article from Advance Magazine March 2010

In Human Capital Trends, Published articles or white papers on March 17, 2010 at 5:53 pm
By Nicole Benkert   Preparing for Your Event – Understanding What to Bring to Your Event  March 17, 2010
Marketing Materials
Providing promotional materials for live and virtual events isn’t all that different, shared Johanna Guldan, Advertising Lead for Genesis Healthcare. Handouts can be converted into PDFs to share in a virtual forum. Virtual events can also be a great way to provide more information to a candidate. “I love the internet as a resource. You can share links to your web site or share a search query immediately.”

For your marketing handouts, brochures are a great way to highlight your facility–focus on what makes you unique. Try to limit photocopies as candidates are less likely to view them later. Again, be sure to include contact information!

Lund-Zeiger shared what she takes with her. When it comes to handouts, there are two she doesn’t go without. “One is a tri-fold recruitment brochure that shows applicants why they would want to work for Crescent Healthcare.  It includes our company vision, mission and values.  The other is a quick reference sheet that shows our locations and contact information.  I also use a third handout sometimes–it lists our open positions.”   

Make sure your hand-outs succinctly illustrate your “why us” points of differentiation, shared Brian Hudson, senior vice president for Avant Healthcare. “Often at events you don’t have time to do a full presentation to a candidate, so be prepared with a brief handout that gives three to five reasons why they should consider you and point them to your web site for more detailed info. Also try to create a call to action, he said. Most activity surrounding an event is completed within the first 48 hours.

The materials you hand out represent your “brand image”. Often companies that proclaim to have an upscale or distinctive culture hand out gifts or have booths that do not reflect their brand. Hudson gave the example of a well-respected company giving away poorly-done items. “It did not reflect the image they wanted to project.”

Finally, Hudson focused on the importance of business cards. Ensure you have ordered enough and that the contact info on the cards is appropriate. For example, if you don’t want people personally calling you–have generic cards made up with only your web site and your jobs hotline. “Give your personal card to only those individuals/candidates that YOU really are serious about recruiting and follow up with them within 24 hours–this shows you are aggressively recruiting them.”

Your Look
For your booth, have a banner or a banner up-stand, with your company name/logo on it. If you’re using a banner, make sure it has grommets so you can hang it. Don’t rely on the ID sign as your identifier either. That white cardboard sign is only there so YOU can find your booth.

While most events provide a skirted table, a branded table cloth can add a polished look. Plus, if you use corporate colors you can really stand out. Booth signs and table clothes are both longer term investments so make sure they are somewhat generic and are truly representative of your facility. If you have the budget, attack the job fair as a full-scale marketing opportunity. Sponsorship gets you prime locations and recognition and helps drive traffic to your booth. Running ads before the event in publications and newspapers lets attendees know that your facility will be there. Ads in the on-site program guide, a glossy booklet that attendees may keep up to 30 days after the event, give you a presence even after the event has concluded. Most places have a discount structure in place, so instead of an a la carte approach you can have a personalized marketing plan drawn up for your facility. Much like your recruitment advertising sales rep, organizers of most events can take your budget and work backward to get you the most exposure for your money.

The most important thing to bring to an event is a positive attitude. Smile, say hello and answer questions from people who stop by your booth. Along with this, bring an envelope, briefcase or tote bag to store resumes. While everybody has lead organizing programs, you are at a face-to-face event. Having a stack of resumes is a concrete way to help calculate the event’s ROI and means you don’t have to rely on applicants remembering your Web site or how to contact you.

Candidates love giveaways and having the right items can attract more candidates to your booth. Rondi Lund-Zeiger, Clinical Recruiter for Crescent Healthcare in Anaheim, Calif., stressed that a giveaway with your contact information on it that ends up in a drawer is no use to you or your applicant. “I look for items that are different from what everyone else gives out.” 

Ashley M. Eckard, Event Coordinator for Genesis HealthCare discussed how they pick their giveaways. “Generally speaking, we try to make all of our giveaways something people will keep and reuse, so the Genesis brand is in front of them all the time.” For instance, she shared, OTs might get branded hand lotions whereas speech language pathologists recently received otoscopes. And to keep things fresh, Genesis tries to refresh these items every year or so.

Pens will always be a popular giveaway. While you may think they are done to death, everyone can use them and everyone wants them. People come looking for them. Other popular items are tote bags–attendees love them, even if the event provides one–and hand sanitizers.

Be sure anything you give away has contact information on it. An 800 number or at least your web address is a must. Be sure it’s as easy as possible for candidates to contact you after the event!

Corporate blogging – worth the effort?

In Published articles or white papers on March 16, 2010 at 6:01 pm
Are corporate blogs appropriate and effective for your business?

By Shelly Bowen, Vistage, September 2007

Topic: Online Marketing

The range of blog topics and types online nowadays is staggering. Everyone from teenagers to politicians to rockstars has a blog. As defined by Wikipedia, a blog, short for Web log, is “a website where entries [news and commentaries] are written in chronological order”.

These entries are generally written by an individual in a personal or even casual tone of voice.
Surprisingly, even though the cost to set up a blog is relatively low, and the benefits to businesses add up, the majority of U.S. Vistage members — 81%, according to a recent online poll — do not have a corporate blog.

Why not? Are blogs inappropriate or ineffective for small to medium sized businesses?

To find out, Vistage executive Web editor Shelly Bowen caught LinkedIn “Community Evangelist” Mario Sundar’s presentation on leveraging social media, including blogs, at a recent online marketing summit. She also interviewed two Vistage members, Brian Hudson and Andrew Buerger, who both post corporate blogs, about their experiences.

The benefits of blogging, according to Hudson and Buerger, outweigh any pitfalls.

The benefits include:


Blogs add pages of content to your site, all related to your area of expertise, making it easier for the public and search engines to find you online. Allow comments, and you’ll have even more content, created by your community. 


“Our blog at HealthCare Scouts positions our employees as industry leaders,” Hudson says. “When clients see someone from our team write about an industry event, it gives them confidence that we have the expertise they need.”


A blog sets you apart from the competition and enables new visitors to get to know you and your products.


The name, “voice,” and photo of the blogger creates a personal connection with the reader. “It could be the next best thing to a personal sales call,” Hudson says.

Better interaction and feedback from customers

“Our customers provide feedback — not always good — through our blog. You have to develop a thick skin, but it gives you a great opportunity to discuss what you’re doing with the community,” Buerger says.


A blog allows for continuous and timely communication. “If I have something on my mind, I post it. A company newsletter or other form of communication takes too long. This is fast,” Buerger notes.

“Our blog is an educational space not only for our clients and candidates, but also our employees,” Hudson says. “We post our corporate news there, and feed it to our homepage, so the headlines are visible.” Not surprisingly, Sundar’s presentation outlined similar benefits. He also advocated inviting comments and being responsive and available if you have a blog. It makes you seem more accessible and personable to both your customers and your employees.

So what should you blog about?

Consider these topics:

  • Industry news
  • New products and services
  • Awards and achievements
  • Events you’ve hosted, sponsored, or attended

Tips to a Successful Blog

Blogs should be informal, yet clean and clearly represent the company, and be written by an identified individual who can provide some insight to your business or industry that traditional communications don’t.

Hudson encourages everyone in his 30-employee company to blog. A gatekeeper reviews all employee entries as well as submitted public comments before posting to ensure they are appropriate.

Buerger, on the other hand, writes his blog himself. “It’s a lot more work than I thought,” Buerger says. “Make sure you have the time to dedicate to writing every week. And having a good editor helps.” He also allows comments to be posted immediately, and receives a notice each time. “We chose this route for the immediacy. If we find any comments offensive, we’ll delete it.”

Test-drive a free blog by setting one up at or But when it comes time to publish your corporate blog, it should be published in a subfolder of your own domain. That way, the content will be credited to your site — and not the blogger site. Other blog software that has more flexibility are available for a fee, including and

Whatever you do, be unique. Don’t copy content – whether from someone else or from your own marketing and PR materials. Link to relevant content instead. Engage your reader with your own point of view, commentary, and experience, and you’ll be drawing more and more loyal readers for months to come.