Nothing except us in making it hard in the final analysis.
But we make things more difficult than they need to because of antiquated ideas or misconceptions. Maybe, though, it’s more about fear of becoming more accountable and transparent to your customers.
It does require letting go of the past and the way you have always done things. As an aside, it’s also an excellent way to engage employees in the brand message activities. Your staff can be you biggest influencer's too.
Social media is a two-way conversation. The vendor can engage and enhance the provider understanding of the issues and manage buyer journey with content that is delivered at the right time, in the right format to enhance the customer’s experience. The healthcare vendor can engage, position themselves as an industry thought leader across channels, and build trusted adviser status. After all, isn’t that what the surveys are saying? Buyers desire their vendors to become trusted advisors and are using particular media for the customer buyer journey during the consideration phase?
So let’s expand the discussion to include SEO and content marketing, as well as shifting marketing resources and focus on traditional marketing channels of print, broadcast, billboard, etc., to social media, SEO and content marketing. In the simplest of terms, it’s all about being where the audience can be found.
Think of it this way:
Understand that the above channels are living, breathing entities. They have staying power in the market environment and provide a consistent presence for the healthcare provider enterprise to be easily found, tell the brand story, engage, influence choice, as well as manage experience. Can one realistically accomplish this with just a focus on traditional marketing with a sprinkling of social media? No is the only answer the question.
Now that being said, I am not throwing traditional outbound interruptive marketing under the bus. There is still a place for outbound marketing integrated into inbound marketing. It’s a resource shift from what’s not working, to what does work.
Grow the healthcare enterprise brand and revenue through social media, SEO and content marketing. Growth is good.
Michael is a healthcare marketing business, marketing, and communications strategist and thought leader. As an internationally followed healthcare marketing strategy blogger, his blog, Healthcare Marketing Matters receives over 20,000 page views a month. He is a Fellow, American College of Healthcare Executives, Professional Certified Marketer, American Marketing Association and HubSpot Academy- Email Marketing, Inbound Marketing & Inbound Sales Certified.
For more topics and thought leading discussions like this, join his group, Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.