Part of my job as a strategist — and no doubt part of yours as well — is to maintain an awareness of how marketing is changing, how the industry is changing and how our competitive environment is changing. I call this the “market context” in which we work, and the fact that it’s ever-evolving is what makes this profession so interesting.
An understanding of the market context is also essential when deciding where — and where not to — invest our marketing dollars. These decisions are at the heart of strategy, and can result in growth for your healthcare brand (and patient census) or stagnation while your competition eats away at your market share.
And this is why I look forward to the comprehensive Digital Marketing Survey we conduct every few years. Not only does it collect strategic insights from across the healthcare marketing industry, but we invest in making sure all healthcare marketers have access to the resulting analysis. It’s a huge undertaking, and the only thing we ask is that you participate in the survey. If you haven’t done so yet, now’s the perfect time to grab a cup of coffee and take 10 minutes to answer a few questions. I promise it will be worth your time. Even some of the preliminary results are fascinating.