The 2nd Annual Hospital Marketing and Communications Summit provides a truly unique, interactive educational and networking opportunity. Case study presentations and keynote addresses led by esteemed leaders in consumer marketing will challenge the current state of consumerism in health care; expand upon opportunities to drive customer engagement, preference, and loyalty; and initiate a learning experience that will extend beyond the Summit’s two days. I understand that you may attend several educational meetings annually and it is an honor to compete for your time and energy, and to invite you to join me in Nashville. I hope to learn from and share with you at this Summit, and in the future.
The current state of empowered consumerism places an unprecedented pressure on marketers to deliver in service business around the globe, and healthcare is no exception. Market dynamics, new entrants, financial pressures, overarching regulations, and digital technologies have evolved significantly, introducing a vast array of opportunities and challenges for marketers.
The July-August issue of Harvard Business Review highlighted the new basics of marketing; “In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.”
And since then, the pace for change and innovation has only increased. Consider these recent cover stories in the magazine; HBR March 2016, “Marketing In The Age of Social Media,” HBR September 2016, “What Does Your Customers Really Want? How To Figure It Out,” January-February 2017, “How To Win And Keep Customers. What P&G, Lego, And Intuit Know About Beating The Competition.”
Purchasers increasingly look for convenience, quality, and transparency when deciding how they will spend their time and money, grading an organization’s performance in these categories less and less in comparison with other health care providers, and more and more in relation to the excellence of truly data-driven, consumer-centric products and services they seek out and consume each and every day. In an era of non-traditional players and heightened accountability, marketers must see the rapidly-changing landscape as a tremendous opportunity to innovate and WIN.
Today, the health care industry is looking to the expertise of digital giants to develop an approach to data discovery and analysis and adopt an overall philosophy that centers around the consumer experience. Advanced health care marketers are increasingly seeing the value of shifting their focus from incidence procedure to consumer loyalty; service line development to segmentation analysis; patient engagement to choice architecture; and patient knowledge to customer intelligence.