The forces of change are arraying and the impact on healthcare marketing, public relations, communications and planning will be significant. The change isn’t just driven from healthcare reform, it’s also coming from health consumerism and advances in technology including big data, personalized communication and CRM.
I’ve had the opportunity over the past year to be part of a SHSMD think tank exploring the future of the strategy disciplines — marketing, planning, public relations, corporate communications, and physician relations — within the healthcare enterprise.
This task force, working with David Grandy and a team of design thinking consultants from HDR consulting, interviewed, work shopped and vetted its conclusions with hundreds of professionals, executives and CEOs from both inside and outside of our industry.
The result of this work is the impressive Bridging Worlds report. It provides a detailed and actionable plan outlining the changes that healthcare organizations need to make to succeed in the future.
Healthcare systems are messy. Think about the growing number of different facilities and the departmental divisions that aren’t meaningful to patients but very meaningful internally. Consider the various groups battling with one another over the same patients, or the lack of a consistent philosophy and approach for a given service or procedure. It’s easy in the day-to-day operations of a health system to ignore the complexity of our organizations. I find that when we work on the website we’re pulling off the band-aid and exposing all of that mess.
Doesn’t it sound fun to go diving in the Caribbean or to go camping alongside penguins? It does! And the people who market these types of adventures do so in creative ways that don’t feel like marketing. They create great content – the kind of content that consumers love to read and want to experience themselves.
And, according to David Meerman Scott’s opening keynote at the Healthcare Marketing and Physician Strategies conference, healthcare can market this way too. No, you don’t need sand or ocean water or even penguins.
What you need is to write interesting content. How you ask? The key is relevance.
There’s no question knowing how you compare to your hospital and healthcare peers is helpful. Do you invest enough in digital marketing? How does your team stack up? Does your website have the right functionality? Are you using the right social media channels?
The list of questions goes on and on. Want to know the answers? Check out this infographic!
It shares highlights from Geonetric’s recent comprehensive industry survey. More than 250 healthcare marketers just like you told us their top eHealth challenges and biggest priorities for 2014. And it’s time for you to find out… is your website ahead of your peers? Or behind? Are you understaffed and under budgeted?
Perhaps no item was more contentious in the results from our recent Healthcare Digital Marketing Survey than content. Hospitals love their content or they hate their content or their feelings about their content are… complex. Too much content. Too little content. Their content is too long or too static or frankly spends too much time talking about things that visitors don’t care about.
What survey respondents seem to want is Goldilocks content – not too hard or too soft, too hot or too cold. Content that’s just right.
And they want to find it now, because content is a bigger priority than ever before!
Certainly, this is driven in no small part by changes at Google over the past year. I’m inclined to also believe that healthcare organizations understand that providing useful content is the key to building a valuable relationship with the consumers that they serve.
I’m very excited to announce our new eBook – Digital Marketing in Healthcare, which outlines the findings from Geonetric’s recent survey of 250 healthcare organizations!
If you are involved in the Web, digital marketing, advertising or social media in healthcare or if you manage or support people who are, this report will provide critical intelligence to help your organization to be more competitive online, such as:
- What do your competitors spend on digital?
- How are organizations like yours staffing their digital marketing efforts?
- What capabilities are healthcare organizations adding to the online mix this year?
- What digital marketing tools do they find most valuable?
- Is anyone actually using Vine?
You’ll find these insights and much more right here!