Highlights from the 2013 Healthcare Marketing Summit

by Jason Skinner, Chief Marketing Officer - 05/17/13

Despite its arid location, this year's event in Phoenix, Arizona, produced plenty of lush insights and ideas. 

Here's a sampling of the provocative thoughts shared by some of the most fertile minds in marketing.

"Seventy percent of healthcare costs and mortality rates are due to behavior-related issues. But studies show most healthcare advertising doesn't work to change these behaviors because the messages are negative (ex. smoking causes cancer, diabetes leads to amputation), and people don't respond to horror stories. We need to move away from fear-based marketing."

— Thomas Getz, entrepreneur-in-residence at the Robert Wood Johnson Foundation and former executive editor at Wired magazine

Small Screen, Big Opportunity: How to Win with Mobile

  • 77 percent of online health seekers begin with search.
  • Mobile searches will exceed desktop searches as early as June 2013.
  • Health is the #7 search category on mobile devices, outranking restaurants, travel, and other popular queries.
  • There were 7 billion health-related mobile searches in 2012, and that number will double in 2013.
  • The conversion path for patients typically involves about 15 different touchpoints on multiple devices (smartphone, laptop, etc.).

 — Presented by Brian Cusak, Industry Director of Health Services at Google

Transitioning from Volume to Value: What's a Marketer to Do?

Implementation of the Patient Protection and Affordable Care Act is fully underway. For marketers, this requires a repositioning of the traditional role in that we must now:

  • Understand not only the top-line revenue implications of customer
    acquisition, but also the bottom line impact of key segments.
  • Master the use of data to inform marketing strategy and focus
    investments.
  • Help your organization better prepare for and relate to consumers
    under new delivery models.
  • Build your marketing team’s customer acquisition and customer
    retention capabilities.
  • Be a catalyst for innovation; push for and support care delivery
    and service innovations.

—Presented by panelists from Corrigan Partners, NY-Presbyterian Hospital, MedStar Health, and Holy Redeemer Health System

Freestanding Emergency Departments: Is There One in Your Future?

  • Visits to emergency departments increased 60% faster than population growth over an eight-year period, according to a 2012 study published in the Annals of Emergency Medicine.
  • 73% of healthcare executives plan to expand ambulatory services to fuel financial growth over the next five years (compared to 50% who are planning to develop/join an ACO), according to a 2013 HealthLeaders Magazine survey.
  • The nation has a current shortage of 16,000 primary care physicians. The shortage will increase to 52,000 by 2025.

— Presented by New Heights Group and Emergency Services Partners

Look for more conference highlights in the upcoming issue of Healthcare Insight magazine, available at no cost to qualified healthcare marketing professionals. Click here to complete a brief sign-up form and begin receiving your free subscription.

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