As the official content partner for this year's Summit on Healthcare Marketing and Physician Strategies (HMPS), we had the privilege of interviewing several market leaders on healthcare industry trends.
The HMPS conference annually spotlights marketing and business development professionals leveraging consumer and physician engagement strategies to drive growth and advance their disciplines.
Here are a few healthcare industry trends that made headlines at this year's event:
Featuring: Don Stanziano, Chief Marketing Officer, Geisinger
Key point: As we shift from promoting a single episode of specialty care to a long-term relationship with our customers, we need to better understand and measure the financial benefits of maintaining those long-term relationships over the course of a customer’s lifetime. This is critical for healthcare marketers in two ways: to ensure we are aligned with our organization’s business goals and to better calculate and demonstrate a return on marketing investment.
- Lori McLelland, RN, MFN, Corporate Director of Network Integration Outreach, Emory Healthcare Network
- Marcy Traxler, Vice President of Business Development & Service Line Strategy, AMITA Health
Key point: You have to look at integration as a journey, and a lot of the work for integration actually happens before you integrate. As soon as you know you’re going to face integration, think through the plan and what the teams need, where each person stands, and where you will have to bring them so that you have a high-functioning team.
Featuring: Paul Matsen, Chief Marketing and Communications Officer, Cleveland Clinic
Key point: Healthcare systems are taking more accountability for keeping people healthy — and we know keeping people well in their daily lives is one of the best ways to do that. Healthcare marketing has a strong educational component. We can be there for people when they’re searching for diseases or treatments, as well as for day-to-day health.
Featuring: Chris Boyer, System Director of Digital Strategy and Analytics, Fairview Health Services
Key point: The way most health organizations have been built does not promote collaboration across departments. In this new day and age when consumerism is impacting health care, and when we’re starting to really try to understand how to apply digital technologies in a much more advanced way, learning to work together is crucial.
Featuring: Craig Kartchner, Associate Vice President of Marketing, HonorHealth
Key point: We’re in an age of personalization. The business of health care is more personal than just about any other, so our communication with patients should be, too. We don’t have to use personas if we know the individual.
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