Wednesday, December 23, 2015

Top 10 posts from Healthcare Marketing Matters in 2015

What a year for healthcare marketing 2015 has been. The changes taking place in healthcare marketing for providers and vendors are moving faster than a light saber.  And the market demand for adequately meeting needs, be it patient, the healthcare consumer, physician or providers will grow exponentially in 2016. Healthcare consumerism is at the forefront, and the shift has begun from interruptive outbound marketing to inbound value and solution marketing. Have it your way could be a theme in 2016 for providers and vendors for responding with value and solution oriented marketing to market dynamic shifts and competition.

With that in mind, here are the top 10 posts from Healthcare Marketing Matters in 2015.

As 2015 comes to a close, this is my last post until 2016. Thank you for reading Healthcare Marketing Matters. 

1. November 7,  1,169 views – What does it take to implement a strategic healthcare social media program? 

A lot of discussions occurs nearly every day regarding social media in healthcare.  Providers and some vendors still continue to lag in taking advantage of this channel for amplification of the brand message. The need for healthcare companies to actively use and mine the social media channels in reaching, engaging and influencing favorable decision and choices is no longer a nice to have but a business critical skill competency.

     2. July 26, 953 views - Defiant to the end, hospital closes. Nobody cares?

Dateline Anywhere USA. Hospital anywhere closed today after serving the community for 80 years. Beset by changes in reimbursement, competition from retail medicine, telehealth, innovation and an empowered healthcare consumer, hospital leadership and Board of Directors could not adapt to the new healthcare market.  Several hundred employees lost their jobs.  No one in the community seemed to care, as reported in the local paper.

     3. January 31, 895 views – What does a customer focused hospital or healthcare enterprise look like?

The question was indeed fortuitous, as the news coverage this week in various hospitals and provider focused news outlets, reported that consumerism is one of the top concerns on CEO minds these days.

 But the answer to the question is not a simple as it may seem. There is no checklist of “if I do this and this, I will be a customer focused hospital or health system, and the healthcare consumer will think so too”. The answer to the question is a two-part answer. And a hospital cannot arrive at the promised land of being a customer-focused healthcare enterprise unless it accomplishes part two of the answer. 
         4.  August 16, 896 views -  Is it time to make hospital marketing stickier?

With all the things that hospital leadership and healthcare marketing executives have on their plates and keeping them up at night, here’s a new one.  And unfortunately, it’s out of one’s control, and no exceptions are allowed.

The economy has shifted from a product and service economy to an experience economy. Hospitals and health systems, any healthcare provider, is operating in an economy that is radically different than the past.

5. September 6, 850 views - How do you market quality in a healthcare consumer-driven market?

The interesting question isn't it?  Well, I posed a similar question in my  Healthcare Marketing Matters blog back on March 31, 2013. And so far it’s had 5,200 page views.  Some questions never seem to get answered or go away.  So this is an update looking through the lens of the market changes occurring during the last couple of years.
It presupposes that healthcare consumers have some idea of what they need in the way of healthcare services. 

      6. August 30,  839 views – Is healthcare consumer/ patient engagement all of the time the new reality?

As healthcare continues its rapid evolution into a far more accountable, cost-effective, quality outcome and consumer-driven model, it begs the question, is engagement now an all of the time a new reality? Secondary to that question is, are healthcare providers prepared for that new marketing reality?

      7.  May 9, 804 views – Is the smartphone the new doctor for physician independence?

The healthcare consumer will shell out $345 billion dollars this year for health insurance, co-payments, and deductibles. On top of that, they will spend another $271 billion on health-related items like gyms memberships, weight loss programs, exercise equipment, etc. That's a whopping $626 billion dollars out-of-pocket that is expected to rise for the foreseeable future.

The healthcare consumer and patient are demanding value, price and quality transparency from healthcare providers. Customers want retail medicine, mHealth, and Telemedicine. All the while healthcare providers focus on market dominance and acquire physician practices to create market heft and then wonder why consumers are cranky?

      8.  January 4, 790 views – Really? The hospital doesn’t do social media?

Imagine my surprise when I heard some hospital leadership types make the statement that “the hospital does not do social media.” And proudly I may say as if it’s some badge of honor. That kind of leadership points to a healthcare enterprise that has hunkered down with self-imposed barriers, unable to adequately understand the nature or respond appropriately, to business model changes required in today’s healthcare environment.

      9.  January 10, 790 views – How can a hospital start the social media effort?

Social media is here to stay and is becoming an ever increasing focus on the healthcare consumer in searching out hospital and health care information.  As the healthcare consumer becomes more adept at using mHealth, informational websites for price and quality data,  Facebook, Yelp, Twitter and other outlets, the trend for hospitals not playing effectively,  or engaging the healthcare consumers in social media is lost market share and revenue.  It’s a straight line to the bottom line by not engaging in and meeting the informational and communication needs of the healthcare consumer.

     10.   February 15, 767 views – The healthcare consumer lives in a multichannel environment; the response is?


The other day I was updating my Healthcare Consumer & Patient Experience Matrix, when from the sheer size; I counted over 145 different touch-points along eight dimensions of interaction, that a healthcare consumer is exposed to for engagement and experience. That is an awful lot of information used consciously and subconsciously by a healthcare consumer or patient.  And there probably a few more as well that play a role in the process.

Merry Christmas and Happy New Year to you.  Best wishes for a prosperous and successful 2016.

For more topics and thought leading discussions like this, join Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.

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