The Forum for Healthcare Strategists’ 18th National Summit for Healthcare Marketing Strategies kicks off this morning at the Westin Kierland in Scottsdale, Arizona. The agenda is packed with timely topics and great speakers. Here are a few from today’s line up:
- Content Marketing: A Primer for Healthcare Marketers with Edward Bennett, director of web and communications technology for University of Maryland Medical Center, Scott Linsbarger, director of digital marketing for Cleveland Clinic, and Shel Hotz, principal of Holtz Communication & Technology (talk about start power!).
- Internal Branding: From Team Building to Business Building with Paul Szablowski, vice president of marketing for Dignity Health Arizona, and Rob Rosenburg, president of Springboard Brand and Creative Strategy.
- The Critical Value of Brand in a Changing Industry with Susan Soloman, VP of marketing for St. Joseph Health System in Orange, CA, and Chris Bevelo, principal of Interval.
- Using Technology to Enhance the Doctor/Patient Relationship: The Marketer’s Role by today’s keynoter, Wendy Sue Swanson, MD, pediatrician and well-known physician blogger.
I have to also plug the session I’m moderating from 1:00 pm to 3:45 pm — Marketing Executives: Transitioning from Volume to Value — with David Feinberg, VP and chief marketing officer for New York-Presbyterian Hospital, Jean Hitchcock, VP for public affairs and marketing for MedStar Health, and Christine Holt, VP for marketing and chief experience officer with Holy Redeemer Health System. These are three top-notch marketers with great case studies.
Don’t forget to stop by our booth (#31) in the Exhibit Hall. The opening reception is from 5:15 to 6:45 pm this evening. See you there!
Healthcare marketers know all too well that when someone from operations shows up to talk about marketing clinical service lines, they are usually asking for service line advertising. The narrow view of service line marketing as simply promotions sub-optimizes marketing performance and wastes money. And every marketer knows the agony of launching a promotions campaign only to learn later that some aspect of access, capacity, physician loyalty, etc. is out of whack.
A few years ago, I met with a hospital that had launched an aggressive advertising campaign for their orthopedic service line. As campaigns go, it was pretty effective in making the phone ring. The problem was the hospital’s physicians had excessive wait time for appointments. The one physician with capacity was taking procedures to another hospital. And no one thought to ask the OR about capacity. The surgical services director insisted that no additional time slots existed or could be made available for new volumes.
Both service line administrators and marketing executives should expect more of their marketing investments. Continue reading