Podcast — Maintaining momentum: 4 trends healthcare marketers must continue

Resources from today's episode

• Who is the COVID-19 vaccine for?
• Why you should be looking closely at Optum's acquisition of Change Healthcare

Takeaways

We've changed ... now what?

• COVID-19 spurred new trends in how health systems deliver care, including the pace of play, focus on alignment, consumer attunement, and inclusive branding.  

• Healthcare marketers should continue these trends into the future to maintain footing within our increasingly competitive industry. 

4 trends here for the long haul 

• Pace of play:  

  • Healthcare marketing teams are now working at a new rate of speed, agility, and decision-making. We should continue to seek opportunities to improve agility. 

• Focus on alignment:

  • Health systems have been focused on alignment between people, processes, and delivery, which has opened a “seat at the table” for marketers.

  • In order to keep this seat, marketers must challenge themselves to do fewer things better whenever possible.

• Consumer attunement:

  • Consumers are first – a truth that’s never been clearer to our industry and the leaders within healthcare organizations.

  • Use this time of enlightenment to reintroduce conversations about modernizing the patient experience and connected digital infrastructure to drive personalized marketing.

• Inclusive Branding:

  • Many organizations treat DEI like a mission trip – help a little and then return home. This behavior makes it hard for communities to trust that health systems have their well-being in mind.

  • We must acknowledge that we can’t market ourselves to trust but must make a long-term commitment.