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Image by Gerd Altmann from Pixabay. The new year brings excitement all its own. A fresh start where the calendar resets with a look forward with anticipation of provider and vendor marketing success. Plans, execution timelines, content calendars, and KPIs are in place. Maybe there is a new hire or two completing the build-out on the marketing department for today’s fast-paced and challenging healthcare ecosystem. All well and good, but did you make any new year resolutions? Funny as it may sound, new year’s resolutions can propel organizations beyond the accomplishments of the anticipated goals described in the operational, financial, and marketing plans.  In considering the 2022 market that healthcare providers and vendors face with great uncertainty, I decided to compile a list of ten healthcare marketing resolutions for 2022. Plans change, innovative new entrants disrupt markets, governments change regulations, payers squeeze harder, and public health crises wax and wane. Cha...

Image by Gerd Altmann from Pixabay.  Change can be good in the leadership of healthcare providers and vendors. Conversely, change, if not managed correctly organizationally, can be debilitating. And the professional sports world is full of examples of good and bad change, from leadership to players. The point is that major professional sports teams in leagues worldwide live in a continuous cycle of evaluation and change regardless of the sport. In the professional sports world, the common saying from GMs and coaches to owners, players, staff, and fans when explaining change is “if you’re not changing, you’re falling behind.” Thinking image by Pexels from Pixabay. When you think about that statement, there is a pearl of intuitive wisdom for healthcare providers and vendors, working in a sea of change coming from all directions. This was never truer as we continue to experience upheaval driven by seismic shifts in technology, diagnosis, treatment, care delivery, and innovative new e...

Image by Michal Jarmoluk from Pixabay. We are on the 12 th day of 2021, and already, the signs are apparent it will be another challenging year for hospital marketers. One could hope for improvement, but the confluence of external events, price transparency, and changes in healthcare delivery poses exciting challenges. The tried-and-true traditional ways of approaching the physician and patient market are no longer sufficient. As hard as it is externally, hospital marketers, in many cases, still face the daunting task of driving revenue and building the hospital brand with diminished budgets.   The marketer's glass is either half full or half empty depending on your perspective. I prefer to see the glass full of tremendous opportunity. The choice can be boiled down to; you can either surf the wave of change or let it wipe you out by marketing in your historical approaches and channels.   Image by Gerd Altmann from Pixabay With that in mind, here are eight strategic trends t...

Image by Tumisu from Pixabay What a year 2020 has been, from the Coronavirus pandemic to the election and everything in between. The response by hospitals and health systems across the country to the pandemic has been excellent. In an industry not known for rapid innovation and adoption of new ways to deliver care, the pandemic showed just how resourceful the leaders, doctors, and nurses changed their organizations to meet the need of patients, the community, and face the threat head-on. Kudos to everyone for the countless lives saved. Remember those doctors, nurses, first responders, and other healthcare workers who lost their lives serving others. As some of you may know, I write another blog, Perceptions, Observations, and Musings of an Old Man, since 2019. Writing two blogs takes its toll and is not easy. I am wimping out for the last two weeks of 2020 and giving you the best of Healthcare Marketing Matters blog posts from 2020. The best blog posts' criteria are the number o...