MARKETING MATTERS: TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH
Printer-friendly version Planning for Effective Marketing By Rama Beerfas July 1, 2009 (San Diego’s East County)—It takes many different components coming together to make a marketing campaign successful: a defined target market, an understanding of that target market, a “SMART” goal, a cohesive campaign, and, most importantly, planning. One of the biggest mistakes I see when my clients come to me for assistance in executing a marketing campaign or to purchase a promotional product for an event is the lack of planning involved. Without a cohesive plan, which includes a timeline for critical action points, only luck will save the marketing effort from becoming a failure, or worse, a black eye on the face of the company. You should, of course, have an overall strategic marketing plan for at least a year out which defines and details your marketing efforts in overview (a goal, a deadline, and specific action(s) to take to achieve the goal). That, however, is only the beginning of the plan. Each one of the individual efforts outlined in the marketing plan should have its own detailed plan for the who, what, where, when, why and how of the plan’s execution for maximum return on investment and objectives. Although most of these six components (who, what, where…) are inextricably inter-related and a change in one of them can cause a ripple effect amongst the other five, the one most important criteria is the “why” – or the objective for a particular marketing endeavor. Once we determine the desired outcome, the other five components can be better defined and targeted to meet that outcome. To define the “why” we need to look at setting a SMART goal: Specific: define what you want to accomplish in detailed terms. For example, setting a goal of increasing gross sales by 20% from the previous year, rather than just saying you want higher gross sales from the year before. Would you be satisfied if you only sold $1.00 more than the previous year? Probably not, but technically, you would have met your goal. Measurable: Have a metric in place to be able to measure the success of the goal. If you can answer “How much…?” or “How many…?”, you have a measurable goal. Attainable: Make sure that you have the resources available at your disposal to make the goal a reality. Realistic: Keeping your resources, the overall outlook for your product and services in relation to what is happening in the world economically and socially, and what you are willing to do in mind, do you believe that this goal can be reached? A bit of a stretch is an acceptable challenge; shooting for the moon is not. Timely: Set a definite deadline by which the goal should be reached. You can also set milestones along the way for when metrics of your progress should be examined. Once you have the “why” of the program, it’s time to move on to some of the other questions. We’ll explore those over the coming months. Rama Beerfas is the Chief Solutions Specialist of San Diego-based Lev Promotions, offering marketing consulting and promotional product programs. Rama also offers seminars and training in topics related to marketing and customer service. She can be reached at (619) 697-2045 or at rama@levpromotions.com. Please submit requests for column topics to the above e-mail address. Printer-friendly version
HEALTHCARE REFORM MOVEMENT GAINS TRACTION LOCALLY
Printer-friendly version By Miriam Raftery June 28, 2009 (San Diego)— Last week, President Barack Obama presented his “prescription for America” (http://abcnews.go.com/Politics/story?id=7922187&page=1). The President aims to create a public option for a government healthcare program similar to Medicare that would compete against private insurance companies. As debate in Washington D.C. heats up, local advocates are speaking out, holding forums, and mobilizing citizens in San Diego and East County to lobby legislators in favor of healthcare reform—a move they say is needed to counter heavy lobbying by health insurers, pharmaceutical companies and other healthcare industry interests. But while some applaud the Obama plan, others believe it doesn’t go far enough—and believe only a single-payer plan which eliminates private insurance will solve our healthcare crisis. Still others oppose any government healthcare plan option, arguing it will prove costly and cost jobs in the private healthcare industry. THE PROBLEM According to the World Health Organization, the U.S. ranks 72nd in overall health system performance—behind Iran and Bosnia—and 37th in healthcare quality. Our nation is 24th in life expectancy and also ranks higher than other developed nations in infant mortality. Yet we spend more on healthcare than any nation on earth—about $2.2 trillion last year. That’s more than has been spent on the Iraq and Afghanistan wars, and more than the gross domestic product of China. Two-thirds of all bankruptcies in the U.S. are due to healthcare costs—and most of those people had insurance. The uninsured die younger; an estimated 137,000 adults died from 200-2006 because they lacked health insurance, the nonprofit San Diegans for Healthcare Coverage reports. women with breast cancer are 30-50% more likely to die if they don’t have insurance. In the U.S., 46 million people are uninsured–including over half a million in San Diego County, with the number growing as unemployment rises. The majority (60%) of those who are uninsured work for small businesses, according to the nonprofit Employee Benefit Research Institute. Many small businesses are often unable to afford insurance for employees or can’t compete against larger companies offering better benefits. Millions more people are under-insured, discovering too late that even some major insurers won’t cover life-saving treatments such as chemotheraphy, or try to deny coverage by accusing policy-holders of hiding pre-existing conditions. Lack of healthcare costs not only individuals, but businesses and our economy. New America Foundation estimates employers and workers pay 17% more in premiums to cover costs of uncompensated care for the uninsured and under-insured. We pay higher taxes to fund care, yet there are fewer hospitals and emergency rooms to serve communities due to closures and longer waits at emergency rooms flooded by the uninsured. Lackof preventive care also leads to an unhealthy workforce. “There is no question that the healthcare system in America is seriously broken,” said Reynaldo Hernandez, a former insurance agent who spoke at a Ramona Forum meeting last weekend. “I felt guilty selling policies that cost people more and covered less,” he said, adding that insurers regularly deny coverage for serious conditions even to those who have insurance—and won’t sell to those with pre-existing conditions. Hernandez decided to become an active advocate for healthcare reform after a friend lost insurance temporarily and couldn’t afford to see a doctor for troubling symptoms until he became old enough to qualify for Medicare. “They found non-Hodgkins lymphoma—a tumor on his spine that has metastasized to his bone marrow. He’s in trouble—it’s at stage four,” said Hernandez, adding, “He fell between the cracks. Now I may watch my lifelong friend die.” But even those with insurance often find their coverage lacking when a crisis strikes. Hernandez described a woman who bought insurance, then was diagnosed with breast cancer. “Her portion was $100,000,” he said, adding that the 31 year woman is a five-year cancer survivor. But people without the means to pay such high deductibles and co-pays are dying as a result. THE SOLUTIONS One solution proposed is a single-payer system for all Americans (similar to the current Medicare system for seniors) in which the government becomes the single handler of claims and payments to providers, eliminating overhead and administration costs. (Note: This is not “socialized medicine” because the government would not own hospitals and doctors would not be employed by the government.) The more likely option Obama plans to propose is a public option, in which private insurers will compete with a government-sponsored system. Still others opt for addressing serious flaws legislatively (such as prohibiting insurers from denying coverage for certain conditions) or simply allowing the free market to prevail. “The cure is to get rid of the healthcare industry,” Dr. Jeoffry B. Gordon of Physicians for National Healthcare Reform, said during a rally in San Diego in early June outside the annual convention of American Health Insurance Plans. “The cure is single-payer Medicare for all.” But he said citizens will need to speak out so their voices will be heard, since legislators are heavily lobbied—and in some cases, financed—by the healthcare industry which has thus far succeeded in shutting out discussion of single-payer options in committee hearings on healthcare. “If you are dumb enough to think that Countrywide and Washington National were going to protect your home and Lehman Brothers was going to protect your retirement fund, then you would think United Healthcare and Wellpoint are going to protect your health,” he said, adding that insurers’ goal is to protect profits for shareholders, not health of policy holders. They rally attracted “an energizing and spirited turnout with lots of honks from drive-by supporters and a wide variety of groups and individuals represented,” said Jady Montgomery, an organizer with Focus On Change/Single Payer Healthcare Coalition San Diego. Among San Diego’s Congressional delegation, only Democrat Bob Filner has called for single payer. “We should’ve started with single payer,” he said during a Democracy for America meeting in San Diego on July 1. “McCain, all these guys who say they’re opposed have
COOLEST PLACE IN TOWN: POOL FLICKS & HOT KROC NIGHTS
Printer-friendly version July 9, 2009 (San Diego) — Here’s some news the kids will "snap" up: Salvation Army Kroc Center announces its popular "Hot Kroc Nights" and "Pool Flicks" are back for the 2009 Summer Season. Hot Kroc Nights offer family specials for ice skating or swimming every Wednesday night through August 26. Pool Flicks, July 29 and August 19, provide a cool way for families to enjoy a movie together. Guests are given inner tubes and invited to float in the recreation pool while watching a family-oriented film. WHEN: Hot Kroc Nights, Every Wednesday from now through August 26, 7:30-9:30 pm Pool Flicks, July 29, & August 19, Swim 7:00 – 10:00 pm, movie at 8:00 pm WHERE: The Salvation Army Kroc Center 6845 University Avenue, San Diego, CA 92115 For more information visit www.kroccenter.org Printer-friendly version
REP. CONYERS TO SPEAK ON HEALTHCARE REFORM IN SAN DIEGO SATURDAY, JULY 11
Printer-friendly version Town hall forum: Congressman John Conyers Jr. (D-MI), will discuss health care reform 1 to 4 p.m. July 11 at the Joe and Vi Jacobs Center, 404 Euclid Ave., San Diego. Conyers is a leading voice on Capitol Hill for healthcare reform and author of a single-payer healthcare bil that a Congressional committee has thus far refused to allow to be heard. A question-and-answer session will follow his presentation. The event is free, but seating is limited. For reservations/information: (619) 231-9300, ext. 3104. Printer-friendly version
NEW PALLATIVE MEDICINE HOTLINE IN SAN DIEGO
Printer-friendly version The Institute for Palliative Medicine in San Diego will operate California’s first statewide consultative service for palliative care resources July 8, 2009 (San Diego) – Communities in California lacking palliative medicine resources will now receive top quality palliative care consultative and educational support through a new hotline housed and operated by The Institute for Palliative Medicine. The pilot launch took place in San Diego on Monday, July 6, 2009. Once the pilot phase is completed, the hotline will roll out statewide in September. The hotline, formally called the “California Palliative Care Consultation Center Hotline,” is better known as PAL- MED CONNECT and currently serves as a pilot program for a regional telephone consultative service. The hotline number is (toll free) 1-877-PAL-MED4. There is also a companion web site at www.palmedconnect.org. The Institute for Palliative Medicine received a $1,203,547 grant from UnitedHealth Group to create PAL-MED CONNECT in an effort to help develop, implement and evaluate palliative care consultative services by phone and internet. “The need for access to consultative resources in palliative medicine is great,” noted Dr. Charles von Gunten, Provost of The Institute for Palliative Medicine. “Four out of ten deaths in the United States occur while on hospice care. Yet there are only 273 board-certified palliative care physicians in California and many smaller communities and rural areas don’t have any to serve their residents. As our population ages, the need will only become greater for palliative care. We want this hotline to become the lifeline that brings Californians relief from suffering.” “Thanks to the grant from UnitedHealth Group, we can share everything we’ve learned from our research and our clinical practice at The Institute by phone and online with physicians, nurse practitioners, and clinical pharmacists caring for seriously ill patients,” said Helen McNeal, Executive Director of The Institute for Palliative Medicine. “We expect this resource to make a significant difference in the lives of many patients and their families by connecting their healthcare professionals with specialized information, advice, and resources.” Located on the campus of San Diego Hospice since its founding as the Center for Palliative Studies in 1989, The Institute for Palliative Medicine has achieved international recognition for its innovative education programs, patient/family-centered research and evidence-based advocacy. San Diego Hospice is one of the largest hospice and palliative care programs in the United States. Palliative care is the prevention and relief of suffering by a specialized interdisciplinary health care team that focuses on managing symptoms, relieving pain, and improving quality of life, whatever the diagnosis. The Institute for Palliative Medicine helped pioneer the palliative medicine subspecialty approved by the American Board of Medical Specialties in 2006. “UnitedHealth Group and PacifiCare are committed to investing in a healthier California,” said Steve Nelson, CEO, Western Region of UnitedHealthcare. “We do this by offering products and services that address access to quality health care for all Californians, and also through grants to diverse community health organizations statewide that will help improve the health care delivery system for everyone, including underserved populations.” The Institute for Palliative Medicine is internationally recognized for excellence in palliative care education and research. Located at San Diego Hospice, the Institute is dedicated to relief of suffering and focuses on discovering, demonstrating and disseminating strategies for palliative care. Physicians and healthcare professionals from around the globe come to The Institute for Palliative Medicine to study. Home to the country’s largest palliative medicine physician fellowship program, the Institute also provides education to more than 1700 health care students and professionals each year. UnitedHealth Group (www.unitedhealthgroup.com) is a diversified health and well-being company headquartered in Minneapolis, Minn., UnitedHealth Group includes UnitedHealthcare, Ovations, AmeriChoice, OptumHealth, Ingenix, and Prescription Solutions. For more information, visit online at www.sdhospice.org Printer-friendly version
HEALTH REFORM: THE DEVIL IS STILL IN THE DETAILS; AN AUDIENCE PARTICIPATION FORUM JULY 17 IN SAN DIEGO
Printer-friendly version July 8, 2009 (San Diego) — Health Reform will impact all of us. Proposals are emerging from Congress, the White House, organizations and groups across the country. By July, several strong proposals will be taking shape and major issues clearly on the table. Successful health reform should address not only how coverage and access to care will be provided, but also how that coverage will be financed though taxes, provider payment reductions, insurance reforms and savings. To assess those issues, a broad coalition of healthcare and business interests led by San Diegans for Healthcare Coverage is hosting “Health Reform, The Devil is Still in the Details,” an audience participation forum on Friday, July 17 from 8 a.m. to 11:30 a.m. at the Mission Valley Doubletree, 7450 Hazard Center Drive in San Diego. SDHCC and its subsidiary, the San Diego Business Healthcare Connection, were formed out of the Improving Access to Healthcare (IAH) project, initiated by the County of San Diego to focus on a federal demonstration waiver to expand healthcare coverage in the region. The keynote speaker will be Dr. Len Nichols, Director for Health Policy, The New America Foundation and a policy analyst in the thick of the debate in Washington. Discussion will include the latest developments and issues at the heart of the debate for health reform and financing. • Public Option or Plan. Will there be one and what will it look like? • Employer Roles. Will all employers be required to pay or play? • Individual Mandates. Will there be affordable coverage options for everyone? • Insurance Reforms. Will there be reforms that protect consumers and help control costs? • Health Systems. What role will performance and technology play in improving care and costs? • Financing. How will health reform be paid for? Joining Dr. Nichols will be Ms. Sara Rogers, California Senate Health Consultant and key staff on SB810, California’s single-payor legislation; Mr. Vincent Mudd, CEO of SDOI, a local business leader and member of the State Compensation Board; and a hospital CEO (invited) to speak to the implications of reform proposals on healthcare providers and employers. Dr. Robert K. Ross, President and CEO of The California Endowment will moderate the panel discussion and questions from the audience and VIP Panel. An Audience Response System will be used to secure input from the audience. The event, which costs $20, is cosponsored by Alliance Healthcare Foundation, Community Health Improvement Partners, Consumer Center for Health Education and Advocacy, Hospital Association of San Diego and Imperial Counties, Kaiser Permanente-San Diego, Ledford Enterprises, Rady Children’s Hospital-San Diego, San Diego Council of Community Clinics, San Diego County Medical Society, San Diego Office of Interiors, San Diego Regional Chamber of Commerce, Scripps Health, and Sharp Healthcare. To register, visit http://www.surveymonkey.com/s.aspx?sm=1hicsIahBO0XU9uxpVw2GQ_3d_3d . Printer-friendly version
GUHSD BOARD TO VOTE ON REVOCATION OF HELIX HIGH CHARTER AT MEETING THURS. JULY 9
Printer-friendly version July 8, 2009 (San Diego’s East County) – Grossmont Union High School District’s Board of Trustees will vote Thursday on a notification to revoke Helix High School’s charter. The Helix High School Foundation and Alumni Association is planning a rally and urging supporters of Helix to attend the meeting at the East County Regional Educational Center, 924 East Main Street in El Cajon. Helix has drawn criticism from the Board at recent meetings for administrators’ handling of sexual abuse and misconduct cases, including four teachers convicted of having sex with students, as ECM has previously reported in two previous articles: http://www.eastcountymagazine.org/?q=449_school_board_grills_helix_officials http://www.eastcountymagazine.org/?q=433_helix_hight_sex_scandal “It is believed that the district is going to move forward with its notification to revoke Helix’s charter,” a notice on Facebook from the Helix High School Alumni Association and Foundation stated. “If they vote in favor, that means they will have 30 days to hold a public hearing to decide if we have not corrected and cured their concerns.” GUHSD board member Richard Hoy confirmed, "This is related to the two Cure and Correct letters that were sent to Helix regarding the incidents of sexual misconduct there. The Superintendent will present a recommendation to the board. Rob Shield and/or Bob Collins are serving as the spokespersons for the board on this issue," he said, adding, "I will probably have more to say at the meeting tomorrow night." Printer-friendly version
MEDIA WATCH: 2 NEW STATIONS TO AIR PROGRESSIVE TALK AND COMMUNITY PROGRAMMING IN EAST COUNTY
Printer-friendly version Plus popular East County liberal and conservative talk show hosts return to airways in resurgence of localism July 4, 2009 (San Diego)—Alpine resident and East County radio personality Stacy Taylor will be returning to the airways soon on Liberty One Radio, organizers announced at a July 4 press conference. “As our forefathers did in creating this great nation, we are here to announce the creation of Liberty One Radio, where your voice and the voice of freedom can again be heard,” Hector Bonilla, chief financial officer said. The station will feature locally-produced newscasts, national and local talk show hosts including East County radio personality Stacy Taylor. “We are in negotiations with several stations to get a frequency strong enough to be heard county-wide,” Liberty One Radio’s general manager Sal Magallanez told East County Magazine. “We may even have to build our own tower.” Liberty One Radio will start by airing podcasts on its website (www.libertyonemedia.com) in September and aspires to be live on air January 1st—in time to impact the June 2010 primary elections. A second new station, with call letters yet to be determined, has been approved by the Federal Communications Commission (FCC) to begin broadcasting out of Descanso. That license was awarded to Activist San Diego on May 1. The group has three years to raise funds and complete construction of a station. Programming will likely include a mix of community radio programs including music and arts programming as well as political and non-political talk. Although Activist San Diego is known for supporting progressive causes, the radio programming will likely include a variety of viewpoints, spokesman Martin Eder said. He hopes to begin Internet broadcasting within several months and has estimated the station could be on air as early as next summer. “What makes Liberty One different…is that people can actually create content and get their voices on the air,” said Mike Russell, director of marketing. Content created by members of the public will be posted first on the website and listeners will have an opportunity to help decide what segments should go on the air. Organizers are embarking on a fundraising drive to bring progressive voices back to the public airwaves for the long-term. Those interested in supporting the station can choose from several membership levels. Liberty One also seeks major investors and advertisers. In addition, volunteers who donate time can receive credit through www.service.gov. Liberty One representatives are also available to speak to organizations anywhere in the County. Stacy Taylor will host an afternoon drive-time show from 3 to 6 p.m. A morning drive-time program will be hosted by Mike Copass, former Democratic Congressional candidate and president of Progressive Democrats of America’s San Diego chapter. Taylor and other progressive voices in San Diego County were silenced over the airways when KLSD, the region’s only progressive talk station, was converted to a sports talk format by Clear Channel. Unlike KLSD, Liberty One Radio will be locally owned and organizers are determined to secure a stronger broadcasting signal to assure a broad reach and financial success. Copass shared his programming ideas with East County Magazine. “When I listen to radio, I feel over-informed about San Diego City Hall and under-informed about other communities,” he said, adding that he wants to include political coverage of East County, North County and the South Bay as well as San Diego. He plans to host “Fridays with Filner” to include the Congressman’s perspectives on federal issues. He also plans a “community corps” to keep listeners informed about local issues and events. Liberty One Radio will have some national radio personality’s shows, potentially including Ed Schultz and Mike Malloy. Whether other former KLSD voices, or some non-political programming uch as music, medical, or gardening shows may be added remains undetermined. (One ex-KLSD radio host, Jon Elliott, is now back on the air from 3 to 6 p.m. on AM 1700.) In addition to the return of progressive talk radio formats to the San Diego market, one popular local conservative talk radio host has also recently returned to the airways. Mark Larson’s show can now be heard on AM 1170, KCBQ, from 7 to 9 a.m. The return of local talk radio programming of any ilk increases the likelihood that local hosts are on hand to broadcast in the event of an emergency. In one notorious incident in the Midwest, after a train collision released toxic fumes, deaths occurred because all radio programming originated out of state and nobody could be reached at local stations after normal business hours to air urgent public safety information. Liberty One Radio’s Russell disclosed, “We’re actually having a news department. We will not be using AP or CNN. We will have a half hour evening news show that will be San Diego based and will have a progressive bent.” The locally-produced station offers one advantage even for conservative listeners, organizers assured. In the event of a wildfire or other regional crisis, Liberty One Radio will be able to air information in a timely manner—unlike stations that rely solely on nationally-produced programming. Printer-friendly version
MOTORCYCLE IGNITES FIRE IN OTAY MESA
Printer-friendly version July 8, 2009 (Otay)—A motorcycle accident has sparked a vegetation fire on Otay Lakes Road that is currently eight acres, CAL-FIRE informed East County Magazine at 5:43 p.m. “Firefighters do not anticipate the fire getting any larger,” CAL-FIRE Captain Nick Schuler said, adding that no additional resources will be required to extinguish the blaze. The motorcyclist was not injured in the accident. No additional details are available at this time. Printer-friendly version