In healthcare marketing and business development, it’s easy to fall into reactionary mode with regard to competition. It can become a game of cat-and-mouse, and campaigns can lose their connection to the organization’s core values. Over time, messaging becomes more about keeping up with the Joneses and less about the unique offer.
All this reacting takes time away from proactive planning and action. Healthcare systems must develop solid offers to consumers and referring physicians, because marketing can only promote what currently exists. When we say offer, we mean fully-formed clinical programs with easy access and smooth care transitions. Having this in place allows the marketing and business development team to communicate the offer to the target audiences.
Marketing and Business Development leaders should assist in developing these clinical offers. By bringing data and analytics to the table around market opportunities, consumer preference, behavior and more, then helping these cross-functional teams understand the patient journey, marketing leaders can help their systems succeed in competitive environments. I’m happy to work in a system that gets the importance of this work!
Originally posted on my LinkedIn page:
Christina Deidesheimer 