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Fee-for-service payments vs. care value payments. On one side you are rewarded for the production of care by filing beds. On the other side you're paid for providing the right care, at the right time, in the right location that in reality, keeps the patient out of a hospital or hospital-based service. Healthcare marketers are caught in the middle of this brave new world trying to drive demand to put "heads in the beds" to generate revenue though the production of care, while trying to manage demand in new payment models that push patients to more appropriate care which may not be the hospital. Somewhere, a group of entrepreneurs is looking at the process of care and have come to the conclusion that a hospital admission is a defect in the quality of care. Are you just trying to survive? An attitude, much often too common in hospital executive leadership that we are just trying to survive. This is sad really, when innovation, growth opportunities and new business developmen

Conversations between sales and marketing improve when marketing generates data on the state of joint processes such as lead management.  But companies who are serious about orchestrating sales and marketing in a modern go-to-marketing model need more than these execution-level metrics. At the intersection of sales and marketing, senior executives need operational-level investment, resource allocation, and performance metrics. Tech marketers have done a great job of growing the range of measurement dashboards within their management tool box.  These reports provide data about process execution and are primarily driven from automation such as CRM, email marketing, and web analytics. The data in these reports can answer important questions such as how many leads were produced and what really happened to them? This data can be extremely useful when talking to sales.  Replacing hearsay, gut feelings, and assumptions with accurate data results in a much more credible and actionable conversa

With healthcare changing so rapidly, is it time to move healthcare marketing beyond "all about us" to the value and benefit we bring to the healthcare consumer? Unless you are a brand new provider in the market, you have been telling your audiences all about your features and benefits for years now. They get it. In today's world, it's about value and benefit to the healthcare consumer. In today's world, it's about the answering the healthcare consumers question of what is my ROI for using you? In today's world, you need to have a compelling value proposition with messaging that provides clear and understandable benefits to the healthcare consumer. Value Marketing Value marketing really, is making the case to your healthcare consumer how you are solving a problem, offering a solution, giving results and even making them happy. Value marketing is a creative exchange between people and organizations in the marketplace. It is a dynamic transaction that constan

Healthcare marketing needs to keep up with the times and change as much as overall healthcare. It's time for healthcare marketing departments to step out of the show and tell marketing communications approach to tracking campaigns, making assumptions of its effects on revenue and produce real Return on Marketing Investment (ROMI) measures. Work with your finance department.  With a high degree of collaboration and understanding between finance and marketing, you can lead and make a difference. By answering questions, concerns and opinions with solid data, you can move the discussion form marketing does “stuff’ to marketing is a financial contributor to the organization. Below is an example of an actual ROMI computation that I completed for a multi-hospital organization. After this all was presented, all marketing campaigns going forward were tracked though the Physician Referral Call Center. The method can be adapted to any campaign and provides you with the data fields and logic

In this day and age, with internet savvy audiences and patients who are networked to the web, social media, information and such, it seems silly that most healthcare providers would continue to offer only one way for individuals to access health and wellness programs. If you're not using webinars, then you're not meeting your patient/customer needs. And it's pretty easy to do. Using WebEx, Talk Ready, Go To Meeting for example, a 30-45 minute health and wellness seminar can be given on a day and tme more convenient for your audience. They can be recorded and archived on your web site for consumer play back at anytime of their choosing. You now begin to build up a library of self-generated health information that is branded to your organization, contains your key messages and promotes a specific service line or targeted capability. Think about the possibilities for reaching out to employers this way as well. A webinar directed at Human Resource professionals in local compani

IDC calls Mobility one of the Four Forces transforming the information technology industry. How big a force is mobility in tech marketing? Marketers at the forefront say that incorporating mobile channels into the mix is not an "if", but a "when". Rampant Mobility Adoption IDC projects that smart phone shipments will be $659.8M in 2012 up 33.5% from 2011 and expects shipments of media tablets to be $87.7 million, an increase of 38.6%. At the recent B2B's Digital Edge Live conference, Mark Wilson , SVP of Corporate and Field Marketing at Sybase , an SAP company, got lots of tweets when he claimed that there are more mobile phones in the world than toothbrushes (5.5B vs. 2B)! Businesses are rapidly putting smart phones and tablets into employees' hands in order to increase productivity and responsiveness. Why Mobility Matters to Marketing: Better Buying Experiences Win Mobile devices also enable better customer engagement and loyalty - this is the reason why

The arguments are in. SCOTUS has already voted on healthcare reform. The majority and minority opinion writers are chosen. Regardless, healthcare will continue to change in very fundamental ways. And that means marketing has to change as well. Marketing strategy and effective marketing operations is everything today in healthcare marketing. And if you have a bad strategy or no strategy, combined with marketing operational deficiencies, then no amount of tactical execution will overcome ineptitude. Some of the verticals in the healthcare industry are notorious for no strategy and just plain bad marketing operations, following the herd and just keeping the internal audience happy with what they want. Here are the 10 signs spelling marketing doom in your hospital or other healthcare organization: 1. The marketing plan is not integrated with the organizations business and financial plan. 2. Your brand messages are not clear, and are not integrated across internal and external audiences. 3.