Showing posts with label #digital. Show all posts
Showing posts with label #digital. Show all posts

Tuesday, January 12, 2021

Eight Strategic Imperatives for Hospital Marketers in 2021

Image by Michal Jarmoluk from Pixabay.

We are on the 12th day of 2021, and already, the signs are apparent it will be another challenging year for hospital marketers. One could hope for improvement, but the confluence of external events, price transparency, and changes in healthcare delivery poses exciting challenges. The tried-and-true traditional ways of approaching the physician and patient market are no longer sufficient.

As hard as it is externally, hospital marketers, in many cases, still face the daunting task of driving revenue and building the hospital brand with diminished budgets.  The marketer's glass is either half full or half empty depending on your perspective. I prefer to see the glass full of tremendous opportunity.

The choice can be boiled down to; you can either surf the wave of change or let it wipe you out by marketing in your historical approaches and channels.  

Image by Gerd Altmann from Pixabay

With that in mind, here are eight strategic trends that hospital marketers should be focusing on in 2021. 

1.       COVID-19 will be around for a long time, and its impact will not go away anytime soon. Even with a vaccine, high unemployment will remain. In some cases, the patient's ability to pay for care will still be challenging, if not impossible. Patient fear still reigns supreme in deciding when and where to seek care. Hospital marketers will need to pivot to long-term growth strategies, brand reputation, demand generation options for multiple locations for care, brand awareness, public relations, and patient engagement. 

2.       Communication and engagement are essential. If not already, that means the hospital must be the trusted, credible source for health information and perspective, pandemic or not. It is time to humanize your communications. It is no longer about medical service, technology or building, and other features. Your communications now need to be engaging, informative, compassionate, trustworthy, and useful. 

3.       Patient experience is job number 1. Every single touchpoint in the patient experience needs to be revisited and addressed. The added urgency besides the pandemic is as of January 1; patients can now search the hospital's website for the prices of 200 common procedures. Price transparency and hospital medical service shopping have been introduced. While it will take a while for patients to figure it out, it will impact future utilization.  It is not the patients' role or responsibility to figure it all out. That is your job. That requires high-level communication and an easily navigable experience. 

Areas of focus are appointment scheduling and availability, procedures for in-person or telehealth options, elective and non-elective procedures, safety procedures and requirements, and general information. To optimize the patient experience, update your website content and navigation, revisit your call automation and routing system, personalize email and text messaging, provide an excellent mobile app experience, and update your business listings. 

4.       Focus on your brand reputation. If people have the feeling that you place profit over people, they will lose trust in the hospital. What you say and do will have a higher level of scrutiny in the coming year than ever before. No one expects you to stop advertising, but they want you to get it right.  

Areas of focus include 1) authority – how credible are you and the information you provide.  2)Transparency - it's time to stop omitting details. If things have changed, you have to be honest and inform on any issue, the who, what, where, and why. Omitting details or essential information builds distrust. 3) Reputation management- what is your program to generate positive patient reviews and address negative reviews? How are you optimizing the patients' digital experience to add to the hospital brand, not detract? 4) Public relations- don't turn it off; that is the worst thing you can do. But the time has come to change from throwing to the press release for a new medical staff member, award, or service. It is time to focus your PR on the good the hospital is doing in the community and the causes you are supporting. 5) Community engagement – with patients turning to healthcare organizations for safe, credible, and useful medical information, turn this into becoming the moderator for your communities in forums with medical professionals. Control the discussion and narrative. 

5.       Evolve your investment and spend on SEO and content marketing. The conversation is not what we are spending, but how is the patient using SEO and the desire for high-quality content changed?  How are your SEO and content spend best supporting the patient as they search for information? Patient searching hasn't gone away. Neither has the patient need for high-quality content. What has changed is how they search, such as voice using Echo and Alexa, for example, and what topics they are searching. 

6.       Telemedicine is not going away. Now is the time for hospital marketers to build demand for telemedicine services. The framework needs to be built now how telemedicine fits into the hospitals' overall services to look seamless to the patient. It is a focused brand awareness building. Telehealth is a different animal than the brick and mortar medical-based service. Telemedicine is, by nature, a virtual experience. The requirement focuses on the patient experience and engagement that is user-friendly, easy to use, and accessible. Build a telemedicine hub website that consolidates all the hospital's telehealth services in one place so that the user experience can be consistent and managed. It's just not another service that is an indistinguishable section of the existing hospital website. Telemedicine is a different high-tech animal that is the future of health care; when combined with wearable healthcare tech, it will only grow in importance. Make is it so. 

7.       Focus on and lean into innovative services.  Advances in technology such as medical AI, chatbots, medical care apps, curbside care, and other innovation come at you and the patient faster than you can shake a stick. The trick is to market these innovations, and the value and benefit to the patient, not features focused, but how to address and manage the experience. 

8.       Improve user's digital experience. The challenge is to create an exceptional digital experience no matter the user's skill level or digital literacy. How fast does your website load? Is information easily found? Can a person searching via mobile devices make an appointment or access a service? Can they log into the patient portal?  Using the Google Analytics dashboard, review the user experience data to tell you how people are using your website? What are the entry pages where are people using to access the site? How sticky is your website? Are people staying or dropping as soon as they find what they need, if at all, etc. Understand the bottlenecks, search patterns, and where the user experience fails and improve.

Image by Pixels from Pixabay

The year 2021 will be another challenging effort, with seismic changes lasting well into the future, not just the foreseeable future.  Ride the wave of change and own it. Focus all actions on the patient for success now and well into the future.

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow, American College of Healthcare Executives. An expert in healthcare marketing strategy, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide and is considered an established influencer. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com. 

Connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, TikTok, Flipboard, and Triller.

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The opinions expressed are my own.

Sunday, October 16, 2016

Are you taking advantage of the third wave of digital in health care?


Change can be transformational for companies. Or, for the lack of leadership and understanding, spell the death knell of the business model as the market and industry changes. For example, one only needs a hospital for are three things, intensive care, care for complex acute medical conditions and life-threating emergency care.  After that, all other healthcare consumer or patient medical needs can be meet outside of the hospital or hospital-based outpatient services.
The third wave of digital transformation.
Keep the above thought in mind as another transformational innovation is impacting health care and hospitals.   The third wave of digital isn’t pie in the sky and few years out. This market changing transformation is the third wave of digital for providers. No one is immune.
The healthcare consumer is increasingly in control.  Period.  They are in control of their heath and health data through wearables, mobile health platforms, and self-tracking devices. They are in control of the experience. They are in control of the expectations for services.
What does it all mean?
In the digital third wave instead of healthcare services being static, they are now living services with liquid expectations.  It is through the third wave, that lays the marketing opportunity for healthcare providers, in understanding those living services and leveraging liquid expectations.
Marketing steps to take now.

1.     Market research to understand how the market segments especially how the Silver Surfers are using digital health, the internet of everything, as well as their expectations around those channels.

2.     Understand the nature and function of the hospital or health system digital brand. Does it meet the expectations uncovered in the market research?

3.      Embrace the trend don’t fight.  That means marketing leadership and participation in hospital or health system strategy development.

4.     Understand, and this is important for senior leadership and clinicians, all services in this new environment are liquid.  Clinical serves are no longer static and unforgiving of expectations.

5.    Understand the experiences that the healthcare consumer has in other industries and is transferring to healthcare. Learn and emulate.

6.    The healthcare consumer is moving between mobile, online, wearable and smartphone devices with expectations for a seamless digital experience.  Can the hospital or health system deliver on the expectation?

7.    Development of internal marketing educational programs for all levels of staff about the third digital wave and what it means when the patient is searching for providers and when they are in-house.

8.    More difficult but now essential transition from a provider-centric business model to a consumer-centric business model.

9.    Use digital to establish and manage engagement. That is where the healthcare consumer lives and expects to be engaged. Seamlessly across all digital platforms.

10.  Focus marketing efforts around the healthcare brand and value proposition around outcomes, price, experience, and expectation.

11.  Listen. Listen. Listen. And listen some more to the healthcare consumer and their needs.

Things have just gotten a lot harder in healthcare. The healthcare consumer is gaining control faster than hospitals, and health systems can keep up.
Not good.  Not good at all for the digital deaf providers.

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 and read in 52 countries.  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. Post opinions are my own.



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

Monday, June 22, 2015

Can healthcare marketing take advantage of the third wave of digital?

In an interesting article,  HealthCare to enter third wave of digital, Erin McCann, Managing Editor, Healthcare IT News, June 15,2015, thought leadership at Accenture  in the report The Era of Living Services  published on June 15, speaks to the third wave of digital.  Accenture also produced a great infographic that illustrates the third wave.

Now this is very important as another transformational innovation anticipated to impact healthcare first that will directly impact the hospital, health systems, physicians and other medical providers.  This isn’t pie in the sky and few years out. This market changing digital third wave is coming over the next couple of years.  Bad news as the digital channel for most healthcare organizations hasn’t been mastered to really any great degree in the second wave of digital.  That by the way is not a slam at any hospital, health system or vendor it’s just a fact.

What does it all mean?

The healthcare consumer is increasingly in control.  Period.  They are in control of their heath and health data through wearables, mobile health platforms and self tracking devices. They are in control of the experience. They are in control of the expectations for services.

In the digital third wave instead of healthcare services being static, they become what the Accenture people call living services with liquid expectations.  And therein lays the marketing opportunity for healthcare providers, in understanding those living services and leveraging liquid expectations.

Marketing steps to take now.

1.       Market research to understand how  the market segments especially how the Silver Surfers are using digital health, the internet of everything, as well as their expectations around those channels.
2.       Understand the nature and function of the hospital or health system digital brand. Does it meet the expectations uncovered in the market research?
3.       Embrace the trend don’t fight.  That means marketing leadership and participation in hospital or health system strategy development.
4.       Understand and this is important for senior leadership and clinicians, all services in this new environment are liquid.  Clinical serves are no longer static and unforgiving of expectations.
5.       Understand the experiences that the healthcare consumer has in other industries and is transferring to healthcare. Learn and emulate.
6.       The healthcare consumer is moving between mobile, online, wearable and smartphone devices expectation for a seamless digital experience.  Can the hospital or health system deliver on the expectation?
7.       Development of internal marketing educational programs for all levels of staff about the third digital wave and what it means when the patient is searching for a providers and when they are in-house.
8.       More difficult but now essential transition from a provider centric business model to a consumer centric business model.
9.       Use digital to establish and manage engagement. That is where the healthcare consumer lives and expects to be engaged. Seamlessly across all digital platforms.
10.   Focus marketing efforts around the healthcare brand and value proposition around outcomes, price, experience and expectation.

Things have just gotten a lot harder in healthcare. The healthcare consumer is gaining control faster than hospitals and health systems can keep up.  Not good.  Not good at all for the digital deaf providers.