This article was provided to GreyMatters by The Hileman Group.
Many things about the healthcare landscape have changed post-pandemic, including the way we market and interact with it. With increased automation and personalization, health systems have undertaken plans to develop more patient-focused approaches to healthcare.
These new approaches allow healthcare providers to streamline operations, understand patient needs and build trust for a user experience that boasts customization and greater efficiency. With so many benefits, adopting a new model like this probably sounds like a no-brainer—which brings us to the next question: Does your organization have the marketing experts to manage these tasks?
As you move your team into marketing for modern health systems, check out these three key takeaways from healthcare leaders so your employees can be ready.
#1. Embrace Digital Transformation
“Over time, as business drivers have changed and moved more experiences, digital healthcare systems have had to reorganize marketing to include more digital talent and tools on the team.” -Vineeta Hiranandani, El Camino Health
“My belief is that the health system should always own and control all of its own data… That way, you can control your own destiny and get a more complete view of your customers, as well as manage and control the data that's really your own.” -Tom Hileman, Hileman Group
Adapting to the digital era means recognizing that success comes from technological disruption and retiring outdated business processes. Advancements in MarTech, CRM (customer relationship management), and AI (artificial intelligence) tools mean that you need to invest in the programs that will best serve patients, clients, and your organization’s daily operations.
#2. Expand Your Team
“We help [healthcare organizations] connect with patients and physicians primarily through digital channels. So often our clients are asking us questions around not only the MarTech [marketing technology], but how do we organize the people in teams?” -Tom Hileman
“We've added graphic designers, content, development people, as well as project management, because we have a lot of moving parts across our organization… We manage it all in house. What we were able to do is take eager, very smart and capable team members, and teach them new skills and new functions… which always thrills me when we can develop talent.” -Tomi Galin, Community Health Systems
Investing in your existing employees is good for them and your organization alike. By helping them hone their everyday skills as well as encouraging them to learn new ones, they can help the growth of your workplace by increasing efficiency, quality, and ability to evolve within the dynamic nature of healthcare marketing. This also opens the opportunity for your organization to expand; by having a robust, talented team you’ll be able to hire new employees who will learn from their skills, work ethic, and professional goals.
#3. Keep Communication Open and Active
“We have marketing directors in each of those facilities…. ensuring that if we're going to market [specific services], they're really being offered. So they’re working very closely with our operators to make sure that we are in a condition state for marketability.” -Tomi Galin
“Marketing has to partner with patient experience in clinical… To be successful there, you really need to be tight with the operational and clinical folks, as well as your IT or technology department in house.” -Tom Hileman
Inter-department communication is important in every industry—and healthcare is no exception. Whether your marketing efforts are produced internally or from an outside agency, it’s a good idea to facilitate the collaboration between different teams, and to be aware of any disconnect that may occur during communication. Not only does a proactive approach help prevent future issues, it can also help foster stronger camaraderie and creative thinking between those teams.
Want to learn more from these experts? Check out the entire panel discussion here!