By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Five Ways to Rock Healthcare Marketing in 2015
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Five Ways to Rock Healthcare Marketing in 2015
Business

Five Ways to Rock Healthcare Marketing in 2015

Karen Corrigan
Karen Corrigan
Share
5 Min Read
SHARE

Marketers rockMore than ever, healthcare marketing executives are being held to a higher standard of accountability for return on marketing investments.

Marketers rockMore 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 requires a shift in thinking for marketers, a blueprint to transform healthcare marketing operations, strategies to forge critical allies across the health system, and capabilities to demonstrate ROI.  So, let’s make 2015 the year we disrupt our healthcare marketing past and fully embrace the new.

Where to start?

More Read

Protected Health Information
Protected Health Information Security: You Should Be Worried
Exponential Learning at Exponential Medicine
The Truth About Healthcare Around the World
Flawed Data With Physician and Hospital Rating Sites
High Quality, Low Cost HealthCare Video Interview Series: Dr Ricardo Bello Talks Reducing Readmissions @MontefioreNYC
  1. Welcome the science of healthcare marketing. Make this the year to build a robust marketing information technology center. Optimize investments in CRM, call center, digital and search marketing by hiring the smartest marketing analytics minds you can afford and setting them loose to aggregate, integrate, interpret and share customer data.  Use that information to drive real-time decisions about customer, product, promotion, pricing and channel strategies.
  2. Add consumer pricing to the marketing mix. High deductibles, tiered networks, individual health-fund management of health savings accounts (HSAs), and a growing number of retail health options are giving consumers more incentives to shop price. And they want straight answers about the cost of services (when consumers say cost, they mean price).  Marketers must help bring about a shift in thinking from pricing merely as a means to recover costs to pricing as a strategy to establish value. Competitive pricing will require greater-than-ever alignment of customer, product, channel, marketing and service delivery decisions.
  3. Do a radical makeover of the marketing department. If the marketing team is still organized, staffed and resourced to primarily promote things, then run, not walk, to the nearest whiteboard and start mapping out a new future.  Business creativity – not advertising creativity – is the key to delivering profitable growth over the long haul.  Restructure the marketing department to drive the health system’s growth strategy, and build the capabilities and skills to develop markets, launch new products, create valued customers and drive innovations in service delivery.
  4. Build a mutually-accountable partnership with operations. Marketing expenditures that generate consumer demand are wasted when prospects are lost because there is no mechanism to convert them into actual customers – or retain them as loyal customers. When it comes to marketing ROI, it takes a village. Marketing, clinical operations, physicians, nursing, purchasing, IT, finance, human resources and others must work together and be mutually-accountable for results. Stop investing marketing dollars on programs that have service delivery problems, but do come to the table as a willing partner to help solve those problems.
  5. Make customer experience a strategic priority.  Leverage every available research finding, case study and soapbox opportunity to help executives, service line administrators, doctors and others gain a deeper understanding of what it means to be consumer-centered and what it will take to deliver a valued experience.  Customer experience is not about HCAHPS scores.  It’s about building brand loyalty through innovative products, services and personal experiences that make customers feel appreciated and willing to be your best brand advocates.

The healthcare world is changing whether we like it or not. How we embrace or resist the change will determine our fate. A bold vision, big ideas and a plan to transform the way we do marketing offer a far better chance for success.

Filed under: Healthcare Marketing Tagged: Chief Marketing Officer, customer experience, healthcare marketers, healthcare marketing, healthcare marketing executives, marketing performance, marketing ROI

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

Epidemiological Health Benefits
Personal and Epidemiological Health Benefits of Blood Pressure Management
Health
October 13, 2025
Traumatic Brain Injuries
Understanding Traumatic Brain Injuries: What Families Need to Know
Policy & Law
October 10, 2025
Remote Monitoring touchpoints
Remote Monitoring Touchpoints Patients Will Actually Follow
Technology
October 9, 2025
dental care
Importance of Good Dental Care for Health and Confidence
Dental health Specialties
October 2, 2025

You Might also Like

Hospital Administration

Getting Doctors in Your Doors

October 5, 2012
Online Smarts for Doctors
BusinessMedical EducationSocial Media

You saw that? Social Media Smarts for Physicians

March 14, 2016
BusinessGlobal Healthcare

Building a Chain of Branded IVF Clinics in India

March 5, 2013
medical billing coding changes
BusinessFinanceHospital AdministrationTechnology

Are Doctors Prepared for Impending Changes to Medical Billing Practices?

January 2, 2014
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?