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?