instantly health

How are you, the hospital marketing and communications expert, engaging the consumer and patient by telling your brand value story? Not the features and benefits story of what you do, but the value of what all that technology and bricks and mortar means to consumers and patients of your medical services?    It is an important question.  With healthcare turned upside down, and consumers are making choices based on diagnosis and treatment alternatives that are more price efficient, convenient and accessible that exclude the hospital options, how you answer the question will quickly determine success or failure in engaging or influencing choice. The hospital and health system are in an undifferentiated market. It’s not about the quality of medical technology, or buildings, or caring. In the end, it's all the same in the consumer's mind. We all know it’s not, but hospitals have done remarkable work using marketing communications without any substantial proof points to back up...

Healthcare consumerism is no longer an “it will happen someday ,” but a market reality. And signs are apparent that market power has shifted from the hospitals as the dominant seller controlling the relationship, to the healthcare consumer as the dominant buyer.  Little has been written regarding this quite shift in the market, but it does add a layer of complexity to the task at hand for hospital marketers. It’s no longer about the seller but the buyer. In this kind of environment, the buyer is king and queen. It now comes down to brand, price, quality, experience, and engagement.  Why, because all hospitals and health systems are the same. And you all brought this lack of market differentiation upon yourself with your cutesy, touchy-feely marketing and not providing meaningful proof points on why you. I am still amazed at the number of ways “we care about you” is said today, even considering the publicly available data that states otherwise. The question needing to be answer...

When one looks at providers delivering healthcare and marketing, one must wonder if there is an understanding of the importance of marketing in healthcare 2.0.    This begs the question in the title, can big box hospitals have a chance of surviving in a highly competitive, efficient retail medical marketplace without clear and unambiguous marketing involvement and leadership? And it doesn’t help any that the healthcare consumer is learning that they only need the hospital for three things, emergency care, intensive care, and care for acute complex medical conditions. Healthcare 2.0 Healthcare 2.0 is a market animal that is completely different than anything Hospital leadership has ever had to contend.  And this animal has teeth with little regard for whether a hospital or health system survives. Highly competitive, innovative, and retail, the sole focus is on understanding and meeting the needs of the healthcare consumer.    Note the importance of that sentence....