When it comes to professional development, healthcare marketers have to do double duty. Build up your continuing-ed toolbox with resources that connect you with the information you need anytime, anywhere.
Healthcare marketers not only need to stay abreast of evolutions in marketing—they also have to keep up with changes in healthcare regulations, reimbursements, and trends. Attending conferences, reading case studies, blog posts and white papers, and taking advantage of free certification courses are great ways to stay up to date. Here are three additional opportunities to put on your radar:
Subscribe to industry journals and publications.
Even though it’s not exactly beach reading, perusing articles about healthcare marketing and the healthcare industry is something simple you can do at the office or while lounging on your own time. Some to consider include the American Marketing Association’s Marketing Health Services and Journal of Marketing, as well as the Society for Healthcare Strategy and Market Development (SHSMD) publications chronicling such topics as future healthcare trends, marketing, public relations, and strategic planning. In terms of free online resources, the Content Marketing Institute, MarketingProfs, the HubSpot blog top the list.
You ensure your hospital’s Twitter and Facebook feeds are up to date, but do you spend time honing your own feeds and connecting with peers? Follow industry thought leaders in healthcare and healthcare marketing on Twitter to receive daily updates and participate in LinkedIn groups. These resources are free and allow you to network on another level by giving and receiving advice on navigating roadblocks, best practices, and updates about trends and technologies to know.
Have an email campaign that performed exceptionally well? Host a blog that regularly attracts high traffic volumes? Another advantage of connecting with peers on social media is that it gives you an opportunity to share techniques that worked for your organization. In the process, you position yourself as a go-to source and get the word out about things going on at your hospital or health system.
Speak directly to the recipient.
As in so many aspects of life, first impressions matter with email, and that makes an eye-catching subject line crucial. A good way to draw attention to a subject line is to include “you” or “your,” or use the recipient’s first name. Personalized subject lines that convey a sense of urgency improve open rates, according to True North Custom Digital Project Manager Haylee Gaffin. Crafting a subject line that teases email contents is another good practice to get more recipients to read your messages.
You don’t necessarily have to leave your office to hear from industry leaders. Many marketing organizations offer online educational resources. SHSMD’s educational webcasts and online courses, for example, are available to members and nonmembers, though members receive a discount and can access certain types of content for free. The American Marketing Association also offers on-demand webcasts, with varying levels of content for members and nonmembers.
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