We’re proud to be partnering with our friends from MedStar Health and Scripps Health to present an Idea Workshop at SHSMD’s Annual Conference. Our workshop will tackle seven of the most common healthcare marketing challenges faced by our colleagues around the country. We identified these challenges through a brainstorming session with MedStar and Scripps, a poll of all ab+c healthcare partners and a survey of SHSMD Annual Conference attendees. Here’s a quick look at three of the challenges that we’ll be discussing at the conference.
Challenge #1: How do I choose what to market?
Plan, plan and plan some more. Your marketing plan is one element of your organization’s planning cycle, and you should take cues from the other elements: your strategic plan, facilities plan, operating plan, financial plan, business plan and communications plan. From those plans, identify the organization’s priority service lines. Then determine if they’re ready to be marketed:
- Do you have clinical strength in this area?
- Do you have positioning power?
- Is it profitable?
- Is there competitor vulnerability?
- Is there spin-off revenue?
- Is there a product champion?
- Can they deliver on patient experience?
If you plan properly and can answer these questions, you’ll have an easier time prioritizing your marketing efforts.Read full post...