Like this article? PLEASE +1 it! Evan Signature
Evan Carmichael Top Header
Share for a Cause









Is it Time to RETHINK your marketing organization?

Written by: Candace Quinn

Article Overview: Are you looking around at your healthcare organization's marketing team and wondering, are these the right skill sets to carry us through this economy? Do you have GROWTH as your driving goal? Are you focussing your activities today to achieve that growth? Or, are you still taking brochure and ad orders? Today's marketing organization has to be the Growth division of every company. And more.

Free Download - Healthcare Reform: beyond Quality and Cost Cuts: The Brand By Candace Quinn
Name: Email:

Is it Time to RETHINK your marketing organization?

Is it time to rethink your marketing organization? Are you prepared for the new social media world? Is your website performing? Does your staff have the skill set and mind set for the new challenges the organization is facing? Do they recognize the new consumers? Are they ready for the new shape of healthcare reform? And, who, if anyone, owns growth in your organization?

The healthcare marketing world is changing. New times call for new tools, new methods, new mediums, new messages. Is your team organized to support each other, drive growth for your company, embrace the new social media tools, and maximize the effectiveness of both messaging and reach?

Many healthcare teams have evolved over the years, with staff skilled in writing, journalism, public relations, graphic design, strategic planning, analysts, sales teams, and general marketing staff. Today, most of us have at least one or more staff proficient and skilled at web design, delivery, and content development. But is this what we’ll need going forward?

Where do you get the data that tells you where the growth potential is for your organization? Can you find the critical few service lines that have a high margin, and build the relationships you need to meke them a key focus for your organiation? Are you able to convince your leadership team that the noisiest doctor with the most expensive technology isn't necessarily the most important focus for your organization?

Combine these pressures with the fact that consumers are being asked to grasp and make critical choices regarding their healthcare and it is more and more obvious that no one is taking the lead on helping consumers with this daunting task. As the growth champion, senior communicators and business developers, we have a new opportunity within our marketing organizations. Redefining the relevance of our role in educating consumers, informing staff, engaging patients, setting service line priorities, and enlisting physicians as partners should be the gist of our job descriptions.

But these opportunities are surrounded by challenges. Do you have the right talent base to help you with these? For instance, which tools will be most effective? How can you leverage your current media messaging and placements to allow you to maximize not only the return on those directly, but to also allow you to break into new medias? Do you have a facebook page for your hospital? Videos on UTube? Do you twitter breaking news, important reminders? Are you relevant to today’s decision maker? Are you at the table along side the CMO, CNO, COO, CFO, CEO?

It will take new talents and new thinking to succeed in the next ten years. Will healthcare reform open up access in ways never-before contemplated? Are you ready? How will you reach these people?

Related Articles
  Ten Confessed Marketing Sins From Clients To Your Strategic Thinking Business Coach
  The agenda
  2011 Consumer Packaged Goods Marketing Trends
  If Your Advertising is Not Working! Here’s Some Ideas?
  1.5 Skills development for sustainable livelihoods: Working Out of Poverty

Home > Marketing > Candace Quinn > Is it Time to RETHINK your marketing organization
Article Tags: healthcare marketing, healthcare organizations, marketing organization, marketing team

About the Author: Candace Quinn
RSS for Candace's articles - Visit Candace's website

Ms. Quinn is a nationally known, Healthcare Brand Strategy consultnat and has over 25 years experience in the senior and chief marketing role for major health systems and hospitals around the country. As an early pioneer in the field of healthcare marketing, she has developed competitive strategies for small stand alone hospitals as well as major academic medical centers: for systems as small as two hospitals to regional systems as large as 9 hospitals; for integrated delivery networks with annual revenues of $1Billion to ones with revenues in excess of $2Billion.

Additionally, she has consulted with numerous hospitals, including serving as an interim CMO, reviewing the marketing operations for 42 hospitals in a large integrated delivery system, and conducting marketing assessments, market assessments, and brand assessments.

Among her accomplishments while serving these organizations is the successful launch of several integrated brand strategies. Using a disciplined, inclusive approach, she has helped organizations successfully identify their competitive brand position, articulate that brand promise, and create award winning advertising strategies embraced by employees, physicians, management and trustees to launch the same.

Candace is a frequent speaker and an experienced facilitator. She received her Masters in Management from Kellogg Graduate School of Management and holds an undergraduate degree in business administration from Rockford College.

Learn more about Candace and her consulting firm, Brand=Experience at www.brandequalsexperience.com.  Take a look at her product BrandCheck and see how she and her team can help you position your organization for Healthcare Reform.



Click here to visit Candace's website
Dashed Line

More from Candace Quinn
Has healthcare advertising gone too Far
Healthcare Marketing in a Down Economy
Healthcare AdvertisingEmotional v Rational
Consumer Trends Lessons from Robyn Waters Tom Peters and Friends
Is it Time to RETHINK your marketing organization


Related Forum Posts
Re: UPDATES: New Campaign! New Layout! New Ideas! Re: UPDATES: New Campaign! New Layout! New Ideas! - We've also expanded the list for Contest and All-Time Leaders. It's great to now see David and Yinka on the All Time list and recognize the contributions they've made to the forums!
No B.S. Time Management No B.S. Time Management - A great book I read on Time Management is No B.S. Time Management for Entrepreneurs by Dan Kennedy.
Re: Social media question Re: Social media question - I had to research Facebook a bit more than I normally would, to help a local non-profit organization decide how to use it for marketing purposes. I learned some interesting things. You can have your own personal profile page, which works great if you are an entrepreneur, but you can also start 2 other types of pages: 1) A fan page -- you can create an unlimited amount, as long as you are an official member of the business or organization 2) A group page -- which can be centered around any issue, business, or cause. But it's more limited than a fan page in several ways, and it's mostly for other Facebook members to interact on Anyway, just thought I would share that since it took me a while to finally wrap my head around how I will want to use Facebook for my own business in the future.
Re: Social media question Re: Social media question - [quote="awarepoint":1poiu13e]I had to research Facebook a bit more than I normally would, to help a local non-profit organization decide how to use it for marketing purposes. I learned some interesting things. You can have your own personal profile page, which works great if you are an entrepreneur, but you can also start 2 other types of pages: 1) A fan page -- you can create an unlimited amount, as long as you are an official member of the business or organization 2) A group page -- which can be centered around any issue, business, or cause. But it's more limited than a fan page in several ways, and it's mostly for other Facebook members to interact on Anyway, just thought I would share that since it took me a while to finally wrap my head around how I will want to use Facebook for my own business in the future.[/quote:1poiu13e] Hi Cynthia, Very good observations. This is one reason why I like Facebook so much; there are features available that make networking, socializing and marketing easy and effective. I plan to make use of these features in the near future as well.
Marketing strategy Marketing strategy - In the means of sales and marketing, the sales people does not involve in situations and decisions which affect their customers. In the area of advertising agency, financial situation once organization is not well-equipped. If there is no proper communication between the customers and the sellers, there is no proper marketing in markets. Its sad but true fact.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.



Featured Article


Bottom Footer
Share for a Cause












Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

Qualities of Leadership Part 1

What I Really Want Is...

Mistakes Made by New or Inexperienced Sales Staff

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.