Chief marketers for hospitals and health systems tell Becker that marketing and communications leaders must take the lead in raising awareness of the specific needs and challenges and strategic directions to keep pace with the changing landscape of the healthcare industry in order to respond effectively to them. .
When asked about the top needs of marketing and communications departments, four CMOs named Beckers five top challenges and five innovative solutions to help navigate the changing healthcare industry.
The challenge: "There are disruptors around every corner," said Susan Jablonski, senior vice president and chief marketing and communications officer at Columbus-based OhioHealth. In addition to widespread disruptive factors such as provider attrition, physician shortages and increased demand for health care services, Mr. Jablonski noted that the number of options available to different consumers when choosing a health care system is increasing.
The solution. "Apply knowledge from retail, finance and other industries that have faced these challenges for years," Jablonski said. Marketing and communications professionals need to shift their thinking to gain a new perspective on the healthcare industry and respond to disruptive forces, just as marketing teams in other industries do. Ms. Jablonski told Becker's that health systems need to stick to the basics and ensure that all marketing tools and strategies are focused on demonstrating revenue, driving business and building loyalty.
Challenge: The constant stream of new platforms, technologies and media can be overwhelming. As technology advances faster than ever, the healthcare marketing landscape is constantly changing. "Keeping up with the launch of new platforms, new technologies and evolving media channels requires extra effort and is especially overwhelming for smaller organizations," said Amy Stevens, vice president of marketing and communications for Georgetown-based Tidelands Health. . SC," Becker said.
The solution. Good communicators are "the secret recipe," Stevens said. Despite the ever-changing application of technological tools, communication is a constant tool that marketing teams must master in order to succeed. A marketing department's collective communication skills are the cornerstone for teams to take advantage of the growing list of tools and platforms available, and that starts with effective listening, Stevens told Becker.
Challenge: Health systems across the country are feeling the personal and financial strain of the pandemic. Hospitals and health systems have faced unprecedented financial challenges during the pandemic and are still struggling to recover from the damage. 2022 was the worst financial year for hospitals since the start of the pandemic, with most hospitals reporting negative monthly margins for 11 months of the year. Becker and Jenny Colopy, vice president and chief marketing officer of Cincinnati-based Christ Hospital Health Network, said rising inflation, limited supply availability and high labor costs make marketing functions "more important than ever."
The solution. "Increasing new patient acquisition, hiring top talent and maintaining high brand awareness and loyalty" are three mitigation strategies, Ms. Kolopi told Becker's . Increased new patient enrollments will help offset the increased cost of providing health care services with lower payment rates. Targeting and retaining the best talent helps deliver the best patient care possible, ideally leading to increased brand awareness and customer loyalty to increase patient retention.
The problem: "Marketing budgets are often the first to be cut," says Ms. Colopi. Meeting customers where they are and providing them with the information and actionable resources they need is increasingly difficult, costly and time-consuming for health systems. Ms. Kolopi told Becker's that these tasks are made more difficult for marketers because departments that do not directly care for patients are often the first to suffer from budget cuts.
The solution. Teams must be "more daring in every direction." Marketing departments must be willing to accept failure and think hard to achieve the results they desire. Overcoming financial and time-consuming challenges requires strategic spending and time management. Cost optimization and maximum time saving helps to solve the most strategic problem to stay ahead in any market or outpace competitors.
The problem: Consumer needs are constantly changing, Christine Albert, chief medical officer at LCMC Health System in New Orleans, told Becker . Whether it's customer expectations from other industries entering healthcare or increased interest in new mainstream technologies, changing consumer needs and behaviors are keeping hospitals and CMOs on track.
The solution. Focus on things that positively impact the organization's 'bottom line,'" said Albert. Keeping abreast of dynamic consumer needs and the industry landscape is vital for marketing and communications managers as they play an increasingly important role in understanding those needs and developing strategies. Ms. Albert listed three strategies to meet the needs of today's changing industry: using data to make strategic decisions, planning internal development to improve corporate and organizational culture, and connecting through exciting moments and influencers to create meaningful public relations.
“Although it is difficult (and sometimes frustrating), it is also very exciting. We are working. We explore new areas. As consumerism continues to dominate our world, we help turn the tables and are at the table. said the lady. Jablonski of OhioHealth.
