Next week, long-time colleague Candace Quinn (Brand Equals Experience) and I will present a keynote address at the New England Society for Healthcare Communications Spring Conference in Newport, Rhode Island.
Our session – Preparing for a New Era of Healthcare Marketing – kicks off at 8:30 a.m. on Monday, May 20. Here’s a sneak preview of the talk:
Five Forces Changing Healthcare Marketing
- The new economics of health care reform – the industry is transitioning from ‘pay for volume’ to ‘pay for value’ through accountable care systems and risk reimbursement models.
- Market restructuring and emerging delivery models – consolidation and alignment through mergers, acquisitions and strategic partnerships will change competitive dynamics in local markets.
- Evolution of brands in physical and virtual environments – healthcare is getting smart about brands as competitive assets that drive business performance, and the importance of brand experience.
- Technologies that disrupt and transform – digital technologies are revolutionizing business processes everywhere, and profoundly changing the way patients and providers interact.
- Growing, changing, graying, connected consumers – aging baby boomers will be a driving force for healthcare services in the coming decades – not just for ‘what’ is delivered, but ‘how’ it will be delivered.
Five Critical Roles for Healthcare Marketers
- Growth strategist – revenue generation is the priority; adopt a strong P&L mindset, drive clear alignment of brand, marketing and sales investments to the health system’s growth strategy.
- Brand advocate – invest in the brand; create a powerful, differentiated, competitive brand position, and lead organizational change to deliver brand value, not just promote it.
- Digital change agent – web, social networking, search marketing and mobile capabilities – integrated with clinical IT systems, are no longer optional for providers that want to remain relevant.
- Experience champion – advocate for customer-centered decision-making and design systems and services that transform customer experience.
- Innovation catalyst – bring creative thinking and fresh solutions to systems, programs, services and products that attract, serve and retain customers.
Five Bold Moves to Transform Healthcare Marketing
- Change the marketing culture – this requires an organizational shift in thinking about marketing as tactical communications to a discipline that is strategic, cross-functional and bottom line oriented.
- Reconfigure the marketing organization – establish a vision, role and scope for marketing as a revenue-generating capability, then restructure marketing operations to support growth goals.
- Acquire new competencies, capabilities and skills – acquire expertise in business analytics, R & D, brand building, customer acquisition/retention, CRM/PRM, digital, search and social marketing.
- Create a compelling case for change and bias for action – focus marketing investments on strategies that grow revenue and improve business performance.
- Communicate new roles, new rules, new expectations – create co-ownership and co-accountability for marketing outcomes across administrative, clinical and business operations.
We hope to see you there. If you can’t make it and would like a copy of the slide deck, just let me know.