Podcast: episode 98

Mar 25, 2021

Four trends healthcare marketers must continue

Four trends healthcare marketers must continue Featuring Bjorn Gunnerud of Revive

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

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.