5 New Year's Resolutions for Hospital Marketers

Spend smarter and track ROI better, listen and respond to patients, revitalize staff morale, refresh your new media strategy, and get more involved in the local community.

3 comments on "5 New Year's Resolutions for Hospital Marketers"
Donna Arbogast (2/10/2012 at 9:15 AM)

Great list, but as marketers, we can take a more proactive approach to assessing the patient experience. It's not enough to rely on the patient to tell us [INVALID] after the fact [INVALID] how things went. We should be walking the halls, traveling the same paths patients and families travel, listening, watching and suggesting new ways to improve experience. Brand Champion or Patient Experience teams, with marketing in a leadership role, can be very effective.
Eric Brody (1/6/2012 at 3:44 PM)

Good points, all valid. I'd volunteer a few more: 1. A Wider-Angle Lens. It's important to seek out new inspiration and insight by looking in new places and making new connections – beyond healthcare! 2. Creating A Platform For Patients. Thinking more holistically about how your brand can serve as the platform to move customers, and therefore your brand, forward. Thinking beyond transactions to creating relationships. 3. The Patient Experience. As you state, the patient experience, so important to fostering longer-term relationships and building brand value, is rarely informed and shaped by "marketing." But it should be. Experience must become a "team sport." Here's to moving the needle on hospital and healthcare marketing.
Daniel Fell (1/4/2012 at 10:46 PM)

I think ROI and marketing analytics in general will be a focus in the coming year. Healthcare marketers have never had access to so much data - much of it coming from new digital and social channels - but making sense of all this new data will be a key objective.


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