VP of Strategy Jane Crosby Featured on Touch Point Podcast at HCIC19

Several of the industry’s leading voices share perspective on digital transformation at the 2019 Healthcare Internet Conference.

 

Record­ed in Orlan­do, Flori­da, at the 23rd Annu­al Health­care Inter­net Con­fer­ence, Touch Point Hosts Reed Smith and Chris Boy­er dis­cussed themes com­ing from this year’s event, includ­ing dig­i­tal trans­for­ma­tion, the total cus­tomer expe­ri­ence and how to address not only con­sumers but physi­cians as a key audience.

Once again, Jane Cros­by, vice pres­i­dent of strat­e­gy at True North Cus­tom, was fea­tured on Touch Point and brought her unique point of view on con­tent strat­e­gy, mar­ket­ing tech­nol­o­gy and oth­er crit­i­cal health­care mar­ket­ing top­ics. Here are a few excerpts:

On Content Strategy

“Our clients are get­ting more and more savvy with their con­tent strate­gies and under­stand that it’s not about just throw­ing things on your web­site or blog to see what sticks. There’s more strat­e­gy and inten­tion­al­i­ty behind the con­tent to make it work. Health sys­tem mar­keters are get­ting bet­ter at that. Dig­i­tal­ly, it should be a giv­en that we’re online and that our strate­gies are real­ly strong.”

On Marketing Technology

“I think there’s an issue with some health sys­tems invest­ing in bright shiny objects and not staffing or prepar­ing appro­pri­ate­ly to actu­al­ly use them. CRM can be a good exam­ple of that; it nev­er gets ful­ly uti­lized if you don’t have an FTE ded­i­cat­ed to it.”

On Customer Experience

“A lot of peo­ple are talk­ing about break­ing the cus­tomer expe­ri­ence into its com­po­nent parts. For exam­ple, con­sumers need to be able to go online to sched­ule appoint­ments and com­mu­ni­cate with their providers; how­ev­er, try­ing to tack­le all of those puz­zle pieces at once can be a huge chal­lenge for mar­keters. There are a lot of mar­keters who have tried to invest in all of the tools at once and they’ve had to take a step back and start fig­ur­ing out how to imple­ment them one by one. That phased approach also helps you fig­ure out which tools are the best fit for you because they all do dif­fer­ent things and have dif­fer­ent require­ments for uti­liza­tion. Tak­ing a step back and real­ly think­ing about what you’re try­ing to solve and how every­thing works togeth­er has been real­ly impor­tant for our clients.”

Jane is joined in the con­ver­sa­tion by Cur­tis Munlin, region­al vice president–hospital part­ner­ships at Doxim­i­ty, and Jared John­son, con­sul­tant and host of the Health­care Rap pod­cast.

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