mommyjenlin

The world as you know it is changing forever, so better for you to face the brave new world of healthcare marketing in 2010 and beyond, than to be on the tracks of an oncoming train like a deer in headlights and be hit unprepared. Assuming healthcare legislation will pass in early 2010, its time for healthcare systems to start thinking and learning about demand management. Not the generating type of demand for services, but managing the demand that will naturally come from 31 million plus people suddenly having access to health insurance and healthcare services. Granted, the reforms will phase in over the next few year until 2014, when the healthcare reform actions will be fully in place. The coming demand for services will be unprecedented. And the current configuration of the healthcare system across the country for care delivery is not ready. Not ready at all. Hospital beds taken out-of-service over the years. ERs strained from over utilization; lack of nurses and primary care phy...

This month I was delighted to join the Advisory Board of MOCCA: The Marketing Operations Cross-Company Alliance . In this new role I am looking forward to working with a number of current IDC CMO Advisory clients and also many new colleagues as we help to expand the professional capabilities of the important Marketing Operations (MO) role. At the initial Advisory Board meeting, the basic theme of the discussion centered around the complexity and expansion of the MO role. “Our typical member needs so much and the role is evolving so quickly” …we concurred… “That we have a world of opportunity to serve and support them. And so, where to start?” And so, where do we start, to start 2010? First, let’s finish 2009 end enjoy the Holidays. It has been a difficult 2009 for all of us in marketing. But especially so for our MO staff! Marketing’s selfless few who have ignored the hunger-pangs of process improvement so that demand generation might eat ! Our tireless servants-of-spreadsheets who hav...

The other day, I was attending an American Marketing Association webinar on “ Your Customers Aren’t Hiding the Answers, You Just Need to Know Where to Look ”, sponsored by Autonomy Multichannel Customer Interaction Solutions. The presenters were Andrew Joiner, CEO and Jeff Westover, VP Marketing. (Note, I am not receiving any payment in mentioning this, but you will see why in a short bit. It’s all about full attribution.) In one slide they presented what really summed up for me what most healthcare marketing is like. And I wish I had thought of it; which bring us back to the original question. Are you working in a HiPPO marketing environment? H Highest P Paid P Position O Opinion Yes HiPPO! It was a moment in time where it all fell toget...