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?