With more than 850+ attendees and sponsors, #HCIC24 was buzzing with interesting sessions, lively networking opportunities and great conversations. Here are a few ideas that you can bring back to your marketing department:
Stop sending out emails to people who don’t have allergies. “If your goal is growth and retention, you have to personalize your messaging to each patient,” says Pamela Landis from Hackensack Meridian Health System.
30-second videos are too long. Short-form video is dominating the market because it helps us get to the point, says Larry Bailin. Try a four-second video.
Keep it in the cloud. “If you’re doing a big website project, keep all your content templates in the cloud to keep track of everyone’s edits,” says Adriane Bradberry at Unlock Health. “If you do it over email attachments, it’s going to be traumatic.”
Ask this question to a vendor: “What’s your turnover rate?” suggested Daniel Campagna at Primacy.
Invite yourself into the OR. Building relationships with physicians can be challenging, but here’s how to break down that wall: Show an interest in what they do — and ask if you can join them for a surgery. “So few people lean into that level of detail,” says Frank Sawyer from Trinity Health. “If you do, you’ll show you can be their friend and advocate.”
Talk numbers. Each week, Douwe Bergsma at Piedmont shares 11 metrics with the CFO that are heavily supported by brand growth. “You’ve got to make sure your CFO believes in what you’re doing,” Bergsma says. “And remember: if your spending is below your fair share of your market, you won’t be able to build your brand.”
Do less, boost more. Donna Teach at Nationwide Children's Hospital explained how her team was overloaded with content. She learned that less is more. “You can produce as much content as you want, but if nobody is putting eyeballs on it, what’s the point?”
Bring your community benefit report to life. Paul Matsen from Cleveland Clinic explained how instead of relying on community benefit reports and in-depth economic impact studies, the organization is telling their story in a way that shows what “community impact” actually means — through action. For example, when it comes to hiring, they’ve freed up thousands of jobs that used to have a college degree requirement. Now that the barrier is lifted, there are more employment opportunities for people in the community.
Looking forward to seeing you next year in Las Vegas!
This article was written by Jessica Levco, Writer & Event Strategist, who covered HCIC 2024 for Greystone.Net.