by Karen Corrigan
I’m not surprised that a recently released national survey of hospital marketers revealed that they project a dramatic increase in their use of digital media by 2013, and that most feel very uncertain about how to enact the changeover from traditional to digital communications. The accelerated adoption of web, social and mobile technologies is transforming marketing and communications practices at a time when the industry itself is undergoing significant transformation. For most healthcare marketers, the magnitude of the required change is enough to send them packing for an island retreat.
The crowdsourced survey, “Insights into Action,” was developed and conducted by Acsys Interactive, a Connecticut-based firm. Survey questions were provided by healthcare marketers regarding use of digital communications from the present through 2013. Findings included:
- Marketers for hospitals anticipate a 400 percent increase in use of digital media as their core communications channel by 2013
- Community-hospital marketers predict a 900 percent increase in use of digital channels by 2013
- Healthcare marketers are unprepared to adapt to new business models involving use of digital communications.
- 91 percent of respondents currently feel unable to provide accurate social media metrics for their organization
- Marketers foresee their greatest use of digital media in social media, web video and secure patient portals
The survey results underscore the importance of developing a digital roadmap for organizations, in order to outline strategic objectives and determine how digital can play a critical role in meeting them.
So, how do your plans compare? What will be your primary area of focus for digital marketing in 2012? What are your toughest obstacles? (or favorite island?)
Click here to read the survey “Insights into Action.”