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.
I recently returned from the 2013 SHSMD annual conference in Chicago. And let’s just say I am a new man. I have a new found pep in my step.
As a creative director interested in the current state of healthcare marketing, the SHSMD annual conference offered me a Cliffs Notes overview — packing a lot of learning and face-to-face interactions into a short span of time.
Thankfully, I returned from SHSMD13 with confidence that Geonetric is doing things right. Here are a few observations:
Let’s face it, most online marketers (especially in healthcare) have trouble understanding their online goals and initiatives. Heck, a lot of organizations don’t even know what their goals are or how to generate good goals (I am not going to touch on how to generate good goals today, that’s for another post). And a lot of times, when organizations do have goals, they aren’t measurable.
One of the workshops I attended at the SHSMD Annual Conference this year in Chicago, IL was centered on dashboards and scorecards — specifically the right and wrong ways to do them and the information that should be going in each. Let me first go over what all of these different pieces are.
A few years ago Alicia Jansen, associate vice president at MD Anderson Cancer Center had a problem on her hands. As she explained at the SHSMD Annual Conference, potential patients were having a hard time getting that first appointment. In addition to being scared and emotional with a new cancer diagnosis, they had to jump through a lot of hoops to get something scheduled. There was a lot of back and forth as well as repeated paperwork. So Jansen decided to take on the project and make the experience better.
After analyzing the procedures and talking to the call teams, she decided to create an online experience that would make the process easier on patients and the clinics.
With the new site live and performing well, Jansen shared these keys to engaging and empowering patients online – and provided lessons learned:
Daniel Buettner presenting at SHSMD 2013.
I’ve been a Dan Buettner fan for several years now. The “Blue Zones” author has started a movement to make us healthier, not one at a time, but by creating communities which make us healthier. In fact, my community in Iowa is going through a Blue Zone transformation right now!
But I’m getting ahead of myself.
First off, what are Blue Zones? Buettner began his career as a reporter. The Blue Zones project began as a feature article for National Geographic. Visit a handful of Blue Zone communities around the world and identify the features that cause the members of these communities to live longer with fewer chronic diseases and other health issues.
When I heard William Shatner was keynoting Content Marketing World in Cleveland this week, I was prepared to be underwhelmed. My knowledge of him was pretty limited; my impressions not altogether favorable. Before he got started, I posted this slightly snarky tweet.
I was clearly in the minority when I walked into the conference center. An interactive poll on the screens to either side of the stage asked:
Who’s Your Favorite Shatner
This week, resident content experts Maggie and Jill joined me at the Confab Minnesota conference. We were among more than six hundred content strategists whose projects run the gamut from global enterprises to two-person Web teams, manufacturing to healthcare, retail to non-profit.
Much time was spent as you’d expect: talking about words. Creating the appropriate voice for your organization, dealing with content overload, and, in general, creating better content experiences.
Conferences like the Healthcare Marketing Strategy Summit that I attended this week are always part education, part commiseration and part inspiration. That last bit is typically the role of the keynotes – someone from outside the industry comes in, preferably with a recognizable name or at least a few recognizable highlights from their resume, and gets all the attendees re-energized and excited about what we can accomplish when we return to work.
Former Starbucks and Nike marketing guru and author of A New Brand World Scott Bedbury fit the bill.
You know it was a great workshop when you took away so many great points you couldn’t even fit them all into one blog post!
As I mentioned in my Invest More Time in Developing Content for Digital Properties post, I recently attended the content marketing workshop at the Healthcare Marketing Strategy Summit in Scottsdale, AZ this week.
One great insight I heard is the fact that truly great content marketing happens at the intersection of user needs, resources and business strategy.
As Ed Bennett, Scott Linabarger and Shel Holtz explained, to create great content, adhere to the following strategies: