Podcast — The Speed of Marketing is Changing
With David Perry, Senior Advisor at Stanford Medicine
Resources from today's episode
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Health workers, stuck in the snow, administer vaccine to stranded drivers
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Hospital apologizes for prioritizing top donors for COVID-19 vaccine
Takeaways
Need for speed
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COVID-19 has accelerated change, requiring health systems and their marketers to find new ways to move faster. Safety protocols and legacy processes can make it challenging to adapt to change.
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Health systems can apply some agile marketing principles such as prioritization and iteration to serve COVID-19 demands but should be calculated in each iteration.
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Because the stakes are so high for healthcare communications, each iteration must carefully balance accuracy and speed, as each iteration could potentially reverse public trust.
Setting expectations for responsive branding
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Faster change means our brands need to evolve faster to remain relevant and avoid sounding out of touch. Continually test messaging to see what’s working and what’s not.
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Health systems should consider diversity equity and inclusion as a central pillar of every branding and marketing conversation. Incident-based branding efforts can translate as insensitive and self-serving.
On the horizon for healthcare marketers
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COVID-19 has increased public demand for quality communications, and consumers will likely maintain these expectations in a post-COVID-19 world.
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Informative, relevant, actionable content marketing will be an essential function for health system marketing and communications, and consumer expectations for quality content will continue to rise.
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Marketers have the ability to play a more strategic role in health systems because of familiarity with new technology and the capability to bring data to the table.
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We will have to continue to act as technology educators to the general public as virtual care becomes more embedded in today’s healthcare system.
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