Reprinted below is the first in a series of articles from our newest client, HeartMath, LLC, that deals with how stress impacts our lives and what can be done to relieve it. Saving Nurse RyanBruce C. Wilson, MD Stress is killing us – usually slowly, but not always so. Research in this area over the past 17 years has shed quite a bit of light on what happens when the human stress response is turned on. You should first understand that the human stress response was built into us about 200,000 years ago when we were walking around in the same zip code as saber-toothed tigers. It was important to have a system that was activated immediately so that we could avoid becoming the tiger's lunch. Until recently, we've viewed the stress response as rather simple. The nervous system squirts adrenaline into bloodstream causing heart rate and blood pressure to go up, which is good, because it allows you to run faster and potentially avoid your body parts ending up in the tiger's mouth. This is commonly called the "fight or flight" response. In the last few years, research has revealed that it's not so simple – 1400 biochemical reactions are now known to occur in the cascade of the human stress response. We now know that many diseases are directly or indirectly associated with stress. In a recent issue of the Journal of the American Medical Association, there were three detailed articles on how stress is directly and causatively linked to the very diseases that are killing most of us. A couple of things are striking about that. First, there are no more tigers. Other than a very occasional threat to our survival (drunk drivers, criminals with guns, etc.), we don't live in an environment where we might be killed at any turn. But our nervous systems continue to express this stress response, and for lots of little things like traffic jams, family issues, budget decisions, people in front of us in checkout lines at the grocery store – you fill in the blanks. That's the second paradox; that our survival chemistry is actually killing us. Further, we've learned that chronic stress changes our emotions, our perceptions and our performance. Job satisfaction, customer satisfaction, days off work, employee health care expenditures, occupational errors and many other things are now seen to be directly related to stress. The Institute of HeartMath in California has done much of the research you've just read about. And they've developed scientifically based, very easily learned tools to reverse stress in the moment, which is unique in that all of our other stress-breakers need to wait until later to be engaged in, leaving us to bathe in the stress response almost continually. HeartMath tools have been taught through programs in many healthcare institutions as well as Fortune 100 companies (www.heartmath.com). Delnor Community-Hospital in suburban Chicago dropped their nurse turnover rates from 28% to 6%, saving over $800,000 in the first year and every year since (they are in their sixth year of the program). Swedish Hospital in Denver saved roughly $4M the first year. Duke, Stanford, University of North Carolina, and many other hospitals of all sizes and types are now using the HeartMath programs with similar results. The stresses in healthcare are only going to get worse. Teaching people in the field (or any other field) to respond differently has lowered absenteeism and healthcare costs, improved job satisfaction and performance, resulted in fewer errors, and created more balance in people's lives. About Dr. Wilson Bruce Wilson, MD, FACC, was director of acute cardiac care at the University of Minnesota before going to the University of Pittsburgh to direct the University of Pittsburgh Heart Institute. In 1991 he returned to his home town of Milwaukee, WI, where he started a private practice in cardiology, and was chief of cardiology and director of medical education at Columbia Hospital. He is clinical associate professor of medicine at the Medical College of Wisconsin, Dr. Wilson has been giving lectures and teaching seminars on the HeartMath tools for stress reduction and better health since 1997, and helped develop HeartMath’s healthcare division. To contact Dr. Wilson go to www.heartmatters.md. About HeartMath Research and clinical studies conducted by HeartMath have examined emotional physiology, heart-brain interactions, and the physiology of learning and performance. Through their research they have demonstrated the critical link between emotions, heart function, and cognitive performance. HeartMath’s work has been published in numerous peer-reviewed journals such as American Journal of Cardiology, Stress Medicine, and Preventive Cardiology. HeartMath’s organizational clients include NASA, BP, Duke University Health System, Kaiser Permanente, Stanford Business School, Unilever, and Cisco Systems, as well as dozens of school systems and thousands of health professionals in the US, Australia, and Europe. To learn more about HeartMath’s scientifically validated solutions for stress or learn more about their research, explore www.heartmath.com.
BAC Medical Marketing To Nationally Market The emWave Desktop And emWave Personal Stress Reliever It was announced today to the media, that BAC Medical Marketing has signed an agreement with HeartMath, LLC to nationally market their emWave Desktop and emWave Personal Stress Reliever, designed to reduce the negative effects of stress, allowing people to experience greater health, more energy, and improved emotional balance and mental clarity. Please visit http://www.BACMedicalMarketing.com/HeartMath.html, to learn more. When interviewed about the importance of today’s signing, Bruce A. Cadkin, Founder & President of BAC Medical Marketing, said, "The “em” in emWave stands for empowerment; emWave empowers you to shift your emotional state and experience stress relief. The emWave is based on hard science and incorporates the same patented HRV measurement and coherence scoring process found in the Freeze-Framer Interactive Learning System, HeartMath's award winning PC based product that is being used by ten's of thousands of people in over 50 countries."Mr. Cadkin went on to say, "TheemWave shows the effects of stress on your body by measuring the subtle changes in your heart rhythms. This type of measurement is known as heart rate variability analysis or HRV. The analysis of HRV is recognized as a powerful, non-invasive measure that reflects heart-brain interactions and autonomic nervous system dynamics, which are particularly sensitive to changes in emotional state."Mr. Cadkin concluded by saying, "However, emWave does a lot more than just show the effects of stress on your body. It reduces stress by training you to create more “coherence.” Coherence is a term used by scientists to describe a highly efficient physiological state in which the nervous system, cardiovascular, hormonal and immune systems are working efficiently and harmoniously. Coherence is a state very similar to what athletes experience when they are in what is called “The Zone”." BAC Medical Marketing provides marketing solutions for solo physicians, group practices, clinics, long-term care facilities, concierge medical practices and networks, hospitals and health systems nationwide. BAC Medical Marketing also markets a number of products to the above mentioned entities, like the Henry Schein EMR, the CardioSuite complete fully integrated PC-based Resting ECG, Stress ECG and Holter PC cardiology system, the Gene Smart Omega-3 Index Blood Test and now the HeartMath emWave Desktop and Personal Stress Reliever.
Dentists can help to identify patients who are in danger of dying of a heart attack or stroke, reveals a recent Swedish study from the Sahlgrenska Academy. Thanks to the study, six men who thought they were completely healthy were able to start preventive treatment in time.
Dentists are really proud of their profession and feel no need to encroach upon doctors' territory," says senior dental officer and professor Mats Jontell at the Sahlgrenska Academy. "However, we wanted to find out if we as a profession could identify patients at risk of cardiovascular disease."
The study involved 200 men and women over the age of 45 who did not have any known cardiovascular problems. During a routine visit to their normal dentists in Borås and Gothenburg they were also checked out for known risk factors for cardiovascular disease.
"These risk factors are not normally manifested in the mouth, which is why the dentists went beyond their normal check-up routine," says Jontell. "They also took the patients' blood pressure and checked total cholesterol and blood sugar levels."
The risk of a fatal cardiovascular disease was calculated using software known as HeartScore. The dentists felt that twelve men had a ten per cent risk of developing a fatal cardiovascular disease over the next ten years and advised them to see their doctors. Six of the twelve were subsequently prescribed medication to lower their blood pressure.
"Dentists regularly see a very large percentage of the Swedish population, and if there is sufficient interest they could also screen for cardiovascular risk factors which, untreated, could lead to a heart attack or stroke," says Jontell.
BAC Medical Marketing To Nationally Market The Gene Smart Omega-3 Index Blood Test It was announced today to the media, that BAC Medical Marketing has signed an agreement with Gene Smart Wellness to nationally market their Omega-3 Index Blood Test, designed to measure a patient's heart health, as it is a stronger predictor of heart disease risk than cholesterol testing now being used. Please visit http://www.BACMedicalMarketing.com/Gene-Smart.html, to learn more. When interviewed a few hours ago about the importance of today’s signing, I said, "The Omega-3 Index is the new measure of heart health. It may be the most important number any individual will ever know. The Omega-3 Index is a stronger predictor of heart disease risk than cholesterol. Individuals with a high Index have a decrease in the relative risk for sudden cardiac death by as much as 90%!" I went on to say, "Now physicians can check patients' Omega scores with this convenient Omega-3 blood test kit which includes two important measures of Omega-3s in your blood, Omega-3 Index and Omega-6 to Omega-3 Ratio, an important factor associated with chronic, whole body inflammation. Knowing patients' Omega levels can help physicians proactively make changes to their patients' diet to reduce their risk of heart disease and other conditions associated with chronic inflammation." I concluded by saying, "Taking the Omega-3 blood test is easy. Simply follow the instructions in the convenient test kit to collect a drop of blood and return a patient's blood sample in the enclosed return envelope. Within about two weeks, the physician will receive that patient's lab results by mail along with a customized report, explanation of results and resources to help that patient make and sustain changes to their diet that will positively impact their Omega scores." BAC Medical Marketing provides marketing solutions for solo physicians, group practices, clinics, long-term care facilities, concierge medical practices and networks, hospitals and health systems nationwide. BAC Medical Marketing also markets a number of products to the above mentioned entities, like the Henry Schein EMR, the CardioSuite complete fully integrated PC-based Resting ECG, Stress ECG and Holter PC cardiology system, and now the Gene Smart Omega-3 Index Blood Test.
Do you often market according to a method or system which is well thought out and well planned? Do you market based on real data gathered methodically and systematically? Do you concentrate on results that you can measure and quantify? Or you often fall prey to marketing gimmicks that are made on impulse just because you feel the slowdown in practice performance?
Many practices often find themselves having marketing campaigns such as pamphlet printing or brochure printing that focus on getting instant results. They tend to concentrate on putting more emphasis on attracting their target audience and not on a lasting relationship with this audience. This then makes you very frustrated when your patients only come see you once and never go back for another visit. So you go back on relying on marketing gimmicks to attract the attention of other potential patients.
Sure, you can attract new patients every time with your fashionable and trendy marketing campaigns. But the thing is, you will not be able to have repeat patients that would mean a steady stream of income for your practice. Instead of capitalizing on your benefits to build and encourage stronger relationships with your patients, you lose them because you stop after just the attraction part – you do not work on making your offer stronger so as to keep these first time patients in your practice.
The key is to make your marketing campaigns more meaningful such as your pamphlets and brochures. Give them more value; not just instant magnets that carry your message. Striving for business growth by keeping your patients in your fold is better than having to try to attract new patients every time.
Here is how:
Do not contradict your own campaign. Make sure that everything works according to the game plan. From your in-office displays to the staff who answers your calls – all these should be able to carry the brand value you want for your practice. Do not let your limited budget make you look unprofessional and unappealing. Think and plan carefully to the minutest detail. Not only should your marketing collateral carry your brand image, it should be apparent in everything you have for your practice – from the moment your patients read your message in your pamphlets or brochures, to the time that they actually use your services.
Build relationships with your marketing campaigns. Stop making your campaigns as mere tactics to make a sale. Instead, aim to build relationships with your audience. Engage your target audience with your marketing collateral. Look for ways to have the trendy media aids help you build lasting bonds to ensure that your practice will be at the top of your field.
Do not get tied with the newest trend. Although they may work right now, trends usually dwindle away when newer ones come out. So do not become fashion rejects. Invest in marketing aids that can promote longer.
Finally, always bear in mind that marketing is never-ending work. It needs to evolve along with your practice. Be sure to keep your marketing campaigns up to date. Revitalize your data and goals every time with the objective of engaging your patients in growing your practice.