Comments on: Truth #2: Healthcare marketing needs a serious shake-up http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/ Welcome to the transformation Tue, 20 Dec 2011 22:42:09 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Chris Bevolo http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/#comment-28 Chris Bevolo Thu, 05 Feb 2009 16:32:13 +0000 http://thinkinterval.com/?p=812#comment-28 Marie - if it makes you feel better, I think that's the world of most healthcare marketers! But you've hit on a perspective we share on changing the healthcare culture regarding marketing and branding. It may very well be what we call a "generational" challenge. We look to examples in society, such as racism or sexism, and how they are so ingrained, it takes generations to move through for these beliefs to drop and eventually (hopefully) go away. The same might be true, as you point out, for the perspective of the current generation of healthcare leaders when it comes to marketing and branding. Most of them - administrators and physicians - came up through the industry when competition wasn't a life or death prospect, and they don't understand or value these disciplines in large part because of that. It may take the next generation, who are coming on board in an age of consumerism, increased competition, global forces, etc., to elevate marketing and branding to the appropriate levels. But, as you note, we don't encourage waiting for that to happen - it's still worth fighting the good fight! Marie – if it makes you feel better, I think that’s the world of most healthcare marketers! But you’ve hit on a perspective we share on changing the healthcare culture regarding marketing and branding. It may very well be what we call a “generational” challenge. We look to examples in society, such as racism or sexism, and how they are so ingrained, it takes generations to move through for these beliefs to drop and eventually (hopefully) go away. The same might be true, as you point out, for the perspective of the current generation of healthcare leaders when it comes to marketing and branding. Most of them – administrators and physicians – came up through the industry when competition wasn’t a life or death prospect, and they don’t understand or value these disciplines in large part because of that. It may take the next generation, who are coming on board in an age of consumerism, increased competition, global forces, etc., to elevate marketing and branding to the appropriate levels. But, as you note, we don’t encourage waiting for that to happen – it’s still worth fighting the good fight!

]]> By: Chris Bevolo http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/#comment-27 Chris Bevolo Thu, 05 Feb 2009 16:26:22 +0000 http://thinkinterval.com/?p=812#comment-27 Kara - the lack of adoption of CRM is a great example of how hospitals and health systems are behind the curve. I have a friend who works for a leading healthcare CRM provider, and he bemoans the fact that (by his estimation) only 10-20% of the hospitals across the country are using a CRM system. My experience has shown that usually marketing leadership get it, but convincing administration to invest in that level of "non-clinical" technology is the primary challenge. Kara – the lack of adoption of CRM is a great example of how hospitals and health systems are behind the curve. I have a friend who works for a leading healthcare CRM provider, and he bemoans the fact that (by his estimation) only 10-20% of the hospitals across the country are using a CRM system. My experience has shown that usually marketing leadership get it, but convincing administration to invest in that level of “non-clinical” technology is the primary challenge.

]]> By: Marie http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/#comment-26 Marie Thu, 05 Feb 2009 16:05:59 +0000 http://thinkinterval.com/?p=812#comment-26 How refreshing to see the plain truth in print, "...if the CEO or the head surgeon doesn’t get it, it won’t fly... "instead of trusting their marketing leaders, they fall back on what they’ve seen before... There’s also political pressure internally to “make the physicians happy...” Welcome to my world, Chris. Talking about this prevailing culture is the first step toward evolving it. But it can't happen from below--the power base itself has to see the benefits before they'll change. The upcoming generation of providers and leaders is more likely to "get it" than the current residents of the corner offices. That's reason enough for me to keep striving, learning and building relationships in the organization. How refreshing to see the plain truth in print,
“…if the CEO or the head surgeon doesn’t get it, it won’t fly… “instead of trusting their marketing leaders, they fall back on what they’ve seen before… There’s also political pressure internally to “make the physicians happy…”
Welcome to my world, Chris. Talking about this prevailing culture is the first step toward evolving it. But it can’t happen from below–the power base itself has to see the benefits before they’ll change. The upcoming generation of providers and leaders is more likely to “get it” than the current residents of the corner offices. That’s reason enough for me to keep striving, learning and building relationships in the organization.

]]> By: Kara Dowdall http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/#comment-25 Kara Dowdall Tue, 03 Feb 2009 20:58:48 +0000 http://thinkinterval.com/?p=812#comment-25 Bravo! Marketing needs to speak to the specific needs of the patient. Why do I get the same printed newsletter in my mail as my 80 year old male neighbor with congestive heart failure? In order to create such personalization AND have feedback about whether its read or not, healthcare needs to take a serious look at customer relationship marketing systems...and save serious money while producing much better, more personalized results. kdowdall@appatureinc.com Bravo!

Marketing needs to speak to the specific needs of the patient. Why do I get the same printed newsletter in my mail as my 80 year old male neighbor with congestive heart failure?

In order to create such personalization AND have feedback about whether its read or not, healthcare needs to take a serious look at customer relationship marketing systems…and save serious money while producing much better, more personalized results.

kdowdall@appatureinc.com

]]> By: Chris Bevolo http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/#comment-24 Chris Bevolo Mon, 02 Feb 2009 19:58:56 +0000 http://thinkinterval.com/?p=812#comment-24 Yes, very true. Everyone tends to think their own industry is special, right? And I used to work in the financial industry (Tom's industry), so I know from a marketing perspective, they were always a tad behind the curve when it came to sophisticated marketing and branding (at least 15 years ago they were). But there are many aspects of hospital marketing that truly stand out when it comes to the embrace of more sophisticated measures. For example, a friend of mine who runs one of the top CRM vendors in the healthcare industry told me last year that his generous estimate was that perhaps 10% of hospitals across the country used a CRM tool to help manage their patient/customer marketing. My guess is that is pretty darn low compared with other industries. Business concepts such as ROI, brand strategy and others truly are "new" to many healthcare providers. So see, we actually are special! But we're getting there... Yes, very true. Everyone tends to think their own industry is special, right? And I used to work in the financial industry (Tom’s industry), so I know from a marketing perspective, they were always a tad behind the curve when it came to sophisticated marketing and branding (at least 15 years ago they were). But there are many aspects of hospital marketing that truly stand out when it comes to the embrace of more sophisticated measures. For example, a friend of mine who runs one of the top CRM vendors in the healthcare industry told me last year that his generous estimate was that perhaps 10% of hospitals across the country used a CRM tool to help manage their patient/customer marketing. My guess is that is pretty darn low compared with other industries. Business concepts such as ROI, brand strategy and others truly are “new” to many healthcare providers. So see, we actually are special! But we’re getting there…

]]> By: Tom http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/#comment-23 Tom Sun, 01 Feb 2009 17:51:31 +0000 http://thinkinterval.com/?p=812#comment-23 Chris, As a non-health care marketing professional, I believe these same themes apply to all industries especially in today's economy. I guess I have work to do tomorrow to rethink our marketing plans. Chris,

As a non-health care marketing professional, I believe these same themes apply to all industries especially in today’s economy. I guess I have work to do tomorrow to rethink our marketing plans.

]]> By: Chris Bevolo http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/#comment-22 Chris Bevolo Wed, 28 Jan 2009 20:36:11 +0000 http://thinkinterval.com/?p=812#comment-22 Hi LeAnn - great to hear from you! How is life up north? Thanks for the feedback. You're right, examples would have been good. I typically see a few sessions at national conferences like SHSMD and The Forum's CBM that provide good examples. Or, come to the winter conference at MHSCN in a few weeks - I'll talk about a few examples in my presentation. Hi LeAnn – great to hear from you! How is life up north? Thanks for the feedback. You’re right, examples would have been good. I typically see a few sessions at national conferences like SHSMD and The Forum’s CBM that provide good examples. Or, come to the winter conference at MHSCN in a few weeks – I’ll talk about a few examples in my presentation.

]]> By: LeAnn Mouw http://www.thinkinterval.com/2009/01/truth-2-healthcare-marketing-needs-a-serious-shake-up/#comment-21 LeAnn Mouw Wed, 28 Jan 2009 18:30:27 +0000 http://thinkinterval.com/?p=812#comment-21 Chris - great article and I agree. I had a physician in my office the other day complaining about the size of our yellow page advertising!! Within the article, I would have liked to see some concrete examples of what has worked in non-traditional marketing - it's good to hear some success stories. Great job! LeAnn Chris – great article and I agree. I had a physician in my office the other day complaining about the size of our yellow page advertising!! Within the article, I would have liked to see some concrete examples of what has worked in non-traditional marketing – it’s good to hear some success stories.

Great job!
LeAnn

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