At the recent SHSMD 2012 Conference in Philadelphia, there was a lot of conversation around a couple of key concerns that hospital and healthcare marketers deal with on a daily basis: lack of resources and a need for online engagment.
The lack of resources seems to be getting worse. Often employees leaving the department are not replaced due to downsizing. It does beg the question, “how much of a priority is placed on marketing within healthcare organizations?” Decision makers outside of marketing may not look at the department as a key cog to the organization.This cannot be further from the truth.
How many hospitals are you competing with? How many service lines does your facility have, all fighting for marketing assistance and patients? The days of patients coming to your facility because it is the closest, or because that is where their insurance provides coverage, are fading, if not gone. Hospitals NEED marketing support, and they NEED programs that optimize campaigns. I am not a hospital marketer, but I recognize your need.
That leads to the next concern that many attendees talked to me about, the need for online engagement programs. You have done all of this great marketing work to get prospective and current patients to your website, but what do they find once they get there? Maybe some information on your services? Upcoming events? Do you you have anything on your site that engages them and keeps on your site? Does your site have a clear call-to-action with proven ROI results? Our online assessments do exactly that.
I believe this issue is what propelled so many healthcare marketers to visit our booth and have a conversations with us. Our branded products are customized to your organization, engage visitors to your site, and capture their contact information, creating a database of potential high risk patients.
Our EVALIA Health Profilers produce data reports that clearly measures and prove ROI, demonstrating the importance of your marketing department and how critical it is to the organization.
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