6 Marketing Leaders on Healthcare Industry Trends

by | Jun 12, 2019 | Healthcare Industry Insights

As the official content partner for this year’s Summit on Healthcare Marketing and Physician Strategies (HMPS), we had the privilege of interviewing several market leaders on healthcare industry trends.

The HMPS con­fer­ence annu­al­ly spot­lights mar­ket­ing and busi­ness devel­op­ment pro­fes­sion­als lever­ag­ing con­sumer and physi­cian engage­ment strate­gies to dri­ve growth and advance their disciplines.

Here are a few health­care indus­try trends that made head­lines at this year’s event:

Prioritize Lifelong Health to Better Predict Customer Lifetime Value

Fea­tur­ing: Don Stanziano, Chief Mar­ket­ing Offi­cer, Geisinger 

Key pointAs we shift from pro­mot­ing a sin­gle episode of spe­cial­ty care to a long-term rela­tion­ship with our cus­tomers, we need to bet­ter under­stand and mea­sure the finan­cial ben­e­fits of main­tain­ing those long-term rela­tion­ships over the course of a customer’s life­time. This is crit­i­cal for health­care mar­keters in two ways: to ensure we are aligned with our organization’s busi­ness goals and to bet­ter cal­cu­late and demon­strate a return on mar­ket­ing investment.

 

 

Building a Bridge: 3 Strategies for Successfully Merging Physician Liaison Teams

Fea­tur­ing:

  • Lori McLel­land, RN, MFN, Cor­po­rate Direc­tor of Net­work Inte­gra­tion Outreach,& Emory Health­care Network
  • Mar­cy Traxler, Vice Pres­i­dent of Busi­ness Devel­op­ment & Ser­vice Line Strat­e­gy, AMITA Health

Key point: You have to look at inte­gra­tion as a jour­ney, and a lot of the work for inte­gra­tion actu­al­ly hap­pens before you inte­grate. As soon as you know you’re going to face inte­gra­tion, think through the plan and what the teams need, where each per­son stands, and where you will have to bring them so that you have a high-func­tion­ing team.

Health Is Every Day: A Look Inside Cleveland Clinic’s Approach to Marketing Wellness

Fea­tur­ing: Paul Mat­sen, Chief Mar­ket­ing and Com­mu­ni­ca­tions Offi­cer, Cleve­land Clinic

Key point: Health­care sys­tems are tak­ing more account­abil­i­ty for keep­ing peo­ple healthy — and we know keep­ing peo­ple well in their dai­ly lives is one of the best ways to do that. Health­care mar­ket­ing has a strong edu­ca­tion­al com­po­nent. We can be there for peo­ple when they’re search­ing for dis­eases or treat­ments, as well as for day-to-day health.

 

 

Create a Portrait of the Healthcare Consumer with Unified Digital Strategies

Fea­tur­ing: Chris Boy­er, Sys­tem Direc­tor of Dig­i­tal Strat­e­gy and Ana­lyt­ics, Fairview Health Services

Key point: The way most health orga­ni­za­tions have been built does not pro­mote col­lab­o­ra­tion across depart­ments. In this new day and age when con­sumerism is impact­ing health care, and when we’re start­ing to real­ly try to under­stand how to apply dig­i­tal tech­nolo­gies in a much more advanced way, learn­ing to work togeth­er is crucial.

 

 

How HonorHealth Personalizes the Patient Journey

Fea­tur­ing: Craig Kartch­n­er, Asso­ciate Vice Pres­i­dent of Mar­ket­ing, HonorHealth

Key point: We’re in an age of per­son­al­iza­tion. The busi­ness of health care is more per­son­al than just about any oth­er, so our com­mu­ni­ca­tion with patients should be, too. We don’t have to use per­sonas if we know the individual.

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