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Setting the Messaging Foundation for a CIN (Clinically Integrated Network)

Setting the Messaging Foundation for a CIN (Clinically Integrated Network)

17 May, 2017

We are thrilled to be working on a marketing communications plan with Anne Arundel Medical Center (AAMC), a regional health care system based in Annapolis, Maryland, with a service area encompassing more than one million people.

Originally established in 1902, the system includes a not-for-profit hospital, a medical group, imaging services, and a substance-abuse treatment center.

Recently, AAMC sought marketing assistance from Strategic Design Studio to help with their initiative to develop a clinically integrated network (CIN), a relatively new model of health care delivery that benefits hospitals, providers, and patients.

Today’s post kicks off a new series of content from our next case study/white paper about this exciting new project.

We begin by identifying the different groups within a CIN and how they benefit from affiliation with a network.

CIN hospitals have an organized and coordinated means to recruit new providers to their care networks, are better equipped to retain their providers, and can extend a greater range and availability of services to patients within their respective systems.

CIN providers are able to collect and share patient data more seamlessly, reducing the administrative burden on their individual practices. They’re able to make in-network referrals for their patients as specific needs arise. Further, the CIN provides dedicated staff for the purpose of helping providers stay current with ever-changing health care regulations. CIN staff also serve as a collective marketing service by informing and involving community and social services partners in ways that can complement or extend network services. All of these benefits allow providers to focus more of their time on the practice of medicine, which is something they’ve identified as important.

CIN patients are able to stay within a single network of care for most if not all of their health care needs, and have access to specialists without leaving their local care delivery system.  
Upcoming posts in this series include:

  • How to develop a brand before the product exists
  • How a scope of work evolves
  • Marketing to multiple audiences
  • 3 Keys to Key Messaging Success
  • 3 Goals of Any Comms Effort: Efficiency, Consistency & Extensibility

Be sure to sign up for our newsletter so you don’t miss a single thing (look for the green box). Everything will be delivered directly to your inbox, including the brand new case study.

In the meantime, you can find our archive of past white papers here, including:

And if you are launching a CIN or any other initiative that needs anything from key messaging to an integrated communications plan, let’s talk.