What’s Impacting Healthcare Marketing Today
September – summer unofficially comes to a close and schools begin the new year. For Strata, September is about the Society for Healthcare Strategy & Market Development’s (aka SHSMD) Annual Connections conference. It’s become a bit of a tradition, participating as a sponsor and exhibitor for the past 22 years.
This year, healthcare strategists were once again looking to learn from and connect with fellow peers to inform, challenge, and validate the current landscape. But what did this year’s conference reveal? Let’s dig in an find out.
The Importance (and Difficulty) of Brand Cohesiveness and Identity
The healthcare industry isn’t immune (no pun intended) to one of the most common issues plaguing marketing teams – a cohesive brand identity.
When there are numerous hospitals, clinics, and urgent care clinics under one system, it can be difficult getting the public (and your employees) to understand just who you are and what you stand for. With multiple names, locations, and specialties, it can feel nearly impossible to brand it all as a single system with cohesive messaging, collateral and values. And let’s be honest, no matter how many branding guides you release, it still seems like brand compliance is always being compromised.
So, what can you do to combat the lack of brand cohesiveness and present a unified identity to the public? Offer your employees a custom online portal that can be accessed from any location and provides brand-compliant templates, logos, messaging, etc. Gone are the days of each hospital designing their own collateral. This technology helps present one unified brand that the public (and employees) can easily identify.
If You’re Looking for a Short-Order Cook – That’s Not Me
One of the biggest frustrations that any marketing professional faces – healthcare in particular – is feeling like an “order taker” rather than a strategist. We heard this sentiment loud and clear while sitting in on the CMO panel discussion “Leveraging Consumer Marketing Practice in Healthcare”. Rather than spending your time developing marketing plans and strategies with top-level execs to recruit and retain patients, you’re stuck filling requests for flyers, brochures, ads, and billboards. It’s frustrating and we get it. As one panelist said, “If you’re simply looking for someone to fill orders, that’s not me. You can save a lot of money and hire someone for $10 an hour.”
What if we told you there’s a solution that will relieve you from filling orders?
Our MarCom On Demand platform is a cloud-based marketing resource management (MRM) system that allows you to take control of your health system’s operations. Think of it as an online store that will provide key stakeholders easy access to relevant marketing assets, eliminate redundant and repetitive tasks, automate processes such as advertisement and billboard requests, improve timeliness, and reduce/control printing, inventory, warehousing, and fulfillment costs. It’s the technology that finally allows you and your team to be the marketing professionals and strategists that you’ve always wanted to be.
Marketing to the Ever-Elusive Millennial
We concluded the conference learning more about the unicorn demographic that every marketer is trying to figure out – Millennials. Everyone finds them impossible to understand but are they that complicated? According to the session titled, “Engaging Millennials in their Healthcare,” they really only care about one thing – authenticity.
Leave the cookie-cutter campaigns in the past. Millennials want to feel like you understand them and care about their needs and wants.
Here’s where we come in. With the right data, we can create and manage hyper-personalized direct mail campaigns that blend print and digital marketing tactics in order to grab Millennials’ attention, gain their trust, and ultimately earn their loyalty. The vehicle is unique, the multi-tactic approach is exciting, but most importantly the messaging is tailored, specific and authentic – everything Millennials desire but can’t seem to find.
Keeping Up with an Evolving Landscape
It was abundantly clear – the healthcare landscape is evolving faster than ever and to stay competitive, hospital systems need to start looking at marketing as a strategy rather than an afterthought.
At Strata, we’ve always been here as a trusted resource for marcom technologies that allow for operational efficiencies, as well as for new mover marketing and patient acquisition. Contact us today to see how we can help “Make Smart Happen.”
About Mark Frisina
As an entrepreneur, direct marketing guru and Vice President of Strata Company, Mark Frisina’s career has been built around business development and client relations. Mark’s strategic insight, ability to build trusted relationships, and focus on delivering the best ROI for clients are valued assets among all those he collaborates with. A proud Penn State and Villanova alum, Mark spends his spare time at the golf course, cheering on his son at lacrosse games, and watching his daughter cheerleading at local high school basketball games.