Resources 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…

Resources

• 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.