Qualität und Transparenz stationären Versorgung Ein Modell für mehr Qualität und Transparenz in der stationären Versorgung Chart: Titel First of all, let me thank you for your invitation and for giving us the opportunity to present our press work concept and to introduce ourselves to you today. My name is Henry Meyer. I am the owner and Managing Director of the “impressum” agency. With me today are Ms. Juliane Papendorf, our Head of Congress PR, and Dr. Wolfgang Krischke, our Chief Editor for Medical and Scientific Press Texts.

2006 Idee: Transparenz „Wir veröffentlichen unsere Qualitätsergebnisse selbst, bevor es andere tun!“ Veröffentlichung nach eigenen Vorstellungen Patientenverständliche Darstellung

K E I N Ranking! Ziele: Vertrauen der Bürger in die Kliniken fördern Image der Hamburger Kliniken stärken Motivation zur Qualitätsoptimierung steigern Anderen Klinik-Portalen und -Rankings eigene Standards entgegen setzen Let’s take a closer look at the situation of journalists: Journalists work under rather special conditions. In order to make their media interesting for readers, viewers or listeners, they need a constant supply of strong new stories. And these stories need: to include news value, to be of particular relevance, i.e. of great interest to as many readers as possible and they should feature high-ranking experts or celebrities if at all possible. Journalists are swamped by a flood of press releases every day. What do you think? How many press releases land on the desk of a typical daily newspaper journalist every day? – Between a hundred and a hundred and fifty! This means we are obliged to apply a strategy enabling us to assert ourselves in the face of such strong competition. Journalists are difficult to reach as they spend a lot of time on the phone and on the road. They are overworked and don’t have much time as editing teams almost everywhere have few personnel resources with the result that fewer journalists are obliged to write ever-increasing volumes of copy. And it goes without saying that they prefer press material written in their native language as this entails less work for them. This is what the working conditions and requirements of journalists look like. K E I N Ranking!

Vorgehen Start 2007 jährlicher Relaunch Daten der gesetzlichen Qualitätssicherung nach § 137 SGB V 2005 - 2009 nach strukturiertem Dialog Kliniken geben Daten frei EQS-Landesgeschäftsstelle berät und stellt freigegebene Daten zur Verfügung Kommunikationsspezialisten aus der Gesundheitsbranche setzen das Projekt um

Schlanke Strukturen Kliniken (HKG Health Services GmbH) Dienstleister Beauftragung Lenkungsausschuss You are looking for a PR agency to handle your press work for the United European Gastroenterology Week to be held in Berlin this October. We associate this task with the following goals: to support the UEGF in its efforts at improving political and public awareness of gastrointestinal conditions throughout Europe - as written in your publication entitled “The Burden of Gastrointestinal Diseases in Europe” by using our press work to achieve high media coverage of the UEGW, its messages and topics in Europe. Kliniken (HKG Health Services GmbH)

Schlanke Prozesse Produktionsdauer: ca. 8 - 10 Wochen Freigabe-Erklärung der Kliniken QS-Daten an Dienstleister Texte / Schaubilder an Kliniken zur Prüfung Einbau der Texte und Schaubilder in Website Online-Stellung Freigabe durch die Kliniken You are looking for a PR agency to handle your press work for the United European Gastroenterology Week to be held in Berlin this October. We associate this task with the following goals: to support the UEGF in its efforts at improving political and public awareness of gastrointestinal conditions throughout Europe - as written in your publication entitled “The Burden of Gastrointestinal Diseases in Europe” by using our press work to achieve high media coverage of the UEGW, its messages and topics in Europe. Produktionsdauer: ca. 8 - 10 Wochen

Krankenhausdichte in Hamburg Im Stadtstaat Hamburg gibt es keinen wettbewerbsfreien Raum für Krankenhäuser Einzugsbereich Krankenhaus 2,5 km = 10 min nach: A. Rogge 2005

Laienverständliche Darstellung Herausforderung: Ausgangsmaterial Jedes Modul, jeden Qualitätsindikator erklären Alle Ergebnisse visuell darstellen und im Text erläutern QS-Verfahren erklären Let’s take a closer look at the situation of journalists: Journalists work under rather special conditions. In order to make their media interesting for readers, viewers or listeners, they need a constant supply of strong new stories. And these stories need: to include news value, to be of particular relevance, i.e. of great interest to as many readers as possible and they should feature high-ranking experts or celebrities if at all possible. Journalists are swamped by a flood of press releases every day. What do you think? How many press releases land on the desk of a typical daily newspaper journalist every day? – Between a hundred and a hundred and fifty! This means we are obliged to apply a strategy enabling us to assert ourselves in the face of such strong competition. Journalists are difficult to reach as they spend a lot of time on the phone and on the road. They are overworked and don’t have much time as editing teams almost everywhere have few personnel resources with the result that fewer journalists are obliged to write ever-increasing volumes of copy. And it goes without saying that they prefer press material written in their native language as this entails less work for them. This is what the working conditions and requirements of journalists look like. Medizinische und Fachtermini übersetzen

Kritische Punkte fehlende, unzureichende Risikoadjustierung der QS Indikatoren kann Darstellung erschweren, da Kliniken nicht vergleichbar Beispiele: Pneumonie: Letalität (CRB-65) Karotischirurgie (10/2): Schlaganfälle oder Tod PCI: In-Hospital-Letalität Dekubitus You are looking for a PR agency to handle your press work for the United European Gastroenterology Week to be held in Berlin this October. We associate this task with the following goals: to support the UEGF in its efforts at improving political and public awareness of gastrointestinal conditions throughout Europe - as written in your publication entitled “The Burden of Gastrointestinal Diseases in Europe” by using our press work to achieve high media coverage of the UEGW, its messages and topics in Europe. Nicht-Teilnahme in einzelnen Modulen mit abgestimmtem Text mgl. aber extrem selten

Auszeichnung Auszeichnung als eines der innovativsten Projekte der Gesundheitswirtschaft You are looking for a PR agency to handle your press work for the United European Gastroenterology Week to be held in Berlin this October. We associate this task with the following goals: to support the UEGF in its efforts at improving political and public awareness of gastrointestinal conditions throughout Europe - as written in your publication entitled “The Burden of Gastrointestinal Diseases in Europe” by using our press work to achieve high media coverage of the UEGW, its messages and topics in Europe.

Ergebnisse in Zahlen seit 2007 180.000 Besucher mit 1,1 Millionen Seitenaufrufen durchschnittlich pro Monat: 2.400 Besucher 11.300 Seitenzugriffe 4,70 Seiten pro Zugriff 3:11 min durchschnittliche Besuchszeit auf Website 44,65 % Absprungrate (verlassen Website nach der ersten Seite) 83,69 % neue Zugriffe You are looking for a PR agency to handle your press work for the United European Gastroenterology Week to be held in Berlin this October. We associate this task with the following goals: to support the UEGF in its efforts at improving political and public awareness of gastrointestinal conditions throughout Europe - as written in your publication entitled “The Burden of Gastrointestinal Diseases in Europe” by using our press work to achieve high media coverage of the UEGW, its messages and topics in Europe.

Ergebnisse hohe Medienpräsenz Image-Stärkung Schaffung einer regionalen Plattform Magnetkraft ins Umland bundesweite Anerkennung You are looking for a PR agency to handle your press work for the United European Gastroenterology Week to be held in Berlin this October. We associate this task with the following goals: to support the UEGF in its efforts at improving political and public awareness of gastrointestinal conditions throughout Europe - as written in your publication entitled “The Burden of Gastrointestinal Diseases in Europe” by using our press work to achieve high media coverage of the UEGW, its messages and topics in Europe. Stärkung des Qualitätsbewusstseins Verbesserung der medizinischen Qualität Stolz auf hohe Qualität der Krankenhäuser in der Stadt