Unfortunately, it’s not unusual for the healthcare marketing department to be viewed as a cost center instead of a strategic asset. For too long healthcare marketers have been order takers, reacting to various incoming, subjective requests for visibility and awareness without ever stopping to develop a singularly threaded, proactive marketing strategy that improves the bottom line. Today the reality is, patients are consumers – they experience the world holistically and expect the same experience in healthcare as they do from retail, hospitality, and other verticals. There is a massive opportunity for marketing to proactively lead the charge in acquiring, engaging, and retaining ‘patients as consumers’ in a way that provides demonstrable positive impact to the revenue of an organization.
In fact, marketing is key for driving having meaningful interactions with prospective and current patients. With the right data and precision marketing communication strategy, healthcare marketers are perfectly poised to lead clinical operations in the delivery of the personalized interactions patients are looking for, not just during clinical encounters, but throughout the care continuum.
But this goes so far beyond the traditional marketer’s role of developing ‘campaigns’. This is designing programs that drive meaningful interactions over the lifetime of a patient as a consumer. And given this scope, before the data is analyzed and strategy implemented, the executive team must get on board. To secure buy-in and budgets, establishing a clear line of communication with the C-suite that focuses on goal setting, actionable strategy, and – most importantly – quantifiable results.[Read more…] about How to Make the C-Suite Your Healthcare Marketing Ally