Five ways to rock healthcare marketing in 2015

Marketers rock

More than ever, healthcare marketing executives are being held to a higher standard of accountability for return on marketing investments. The basis for competition in healthcare is changing and health systems are racing to put in place the services, capabilities and structures to be successful in the new value-driven world. This sweeping change … [Read more...]

5 key steps to improve healthcare marketing performance

marketing roi

Healthcare marketing executives are being held to a higher standard of accountability for return on investment.  The narrow definition of marketing as “promotions” is giving way to a more expansive set of brand building and revenue-driving strategies, capabilities and competencies.  And for good reason - the underlying basis for competition in the … [Read more...]

Are you ready for the future? 10 questions for healthcare marketing execs.

future

There’s no denying it – the basis for competition in the healthcare industry is rapidly evolving and healthcare leaders across the US are racing to put in place the services, systems, capabilities and structures to be successful in a value-based world. This sweeping change requires a radical shift in thinking for marketing executives, a blueprint … [Read more...]

Radical healthcare marketing makeover – new roles, new skills, new rules.

chief revenue officer

There’s no denying it – the basis for competition in the healthcare industry has changed and healthcare leaders across the US are racing to put in place the services, systems, capabilities and structures to be successful in a value-based world.   This sweeping change requires a shift in thinking for marketers, a blueprint to transform the marketing … [Read more...]

Straight talk about the state of healthcare marketing

chief-revenue-officer

Last week, I sent an email to a group of long-time and much respected healthcare marketing colleagues with a rather innocent request:  one of our health system clients is recruiting a director of marketing and seeking candidates for the position.  What followed was a firestorm of comments – about the lack of qualified candidates, murky state of … [Read more...]

Social media update 2013: A good resource for healthcare marketers

socialmediastats

Who’s being social?  Social Media Update 2013, a new survey from the Pew Research Center’s Internet Project, reveals that: 73% of online adults now use a social networking site of some kind. 71% use Facebook, up from 67% in 2012. Facebook is the dominant social networking platform in the number of users, but users are diversifying; 42% of … [Read more...]

Attracting, engaging and retaining patients with content

content-marketing1

Next week, I am moderating a webinar on content marketing hosted by the Forum for Healthcare Strategists. We have two terrific presenters — and a hot, hot topic. How to Attract, Engage, and Retain Patients with Content Tuesday, May 21, 2013 11:30AM – 1:00PM (CDT) With so many communication channels available to consumers today, the rules … [Read more...]

How do you spend limited healthcare marketing dollars? Very carefully.

money

Someone once asked me about the difference between ‘focusing’ and ‘prioritizing’ – focusing is knowing what to do; prioritizing is knowing what to do first.  These are decision points faced by marketers every day. Especially when planning for a new fiscal year. Every budget planning cycle, chief marketing officers find themselves hunkered down … [Read more...]

The Healthcare Marketer as Chief Innovation Catalyst

filler

Scan any health system strategic plan these days and you’ll see the word "transformation."  It's a top of mind issue for healthcare executives trying to restructure, position and prepare their organizations for success in the new world.   Changing economics are front and center, and require new ways of thinking about care delivery, market growth, … [Read more...]