Lessons From 2022 Hospital Marketing Priorities For 2023
As we look ahead to 2022, rest assured that the hospital's operating and financial plan for 2023 is not vendor-friendly. As we return to “business as usual” after the 2022 pandemic, hospital finances will continue to deteriorate in many cases.
Many of you are thinking about budgets and strategies for 2023 where the focus is on "doing more". Adding to this pressure is the need for a customized approach to marketing the CPG brand for the hospital. Social media is erratic and more unpredictable than ever, with false facts, racism and anti-Semitism returning in full force under the guise of unchecked free speech.
Given the state of social media, can a hospital or healthcare system afford the potential brand damage due to a social media presence? Is social media somehow dying as a useful B2C branding platform?
Another perspective.
With so much market uncertainty, patient care alternatives, reimbursement issues, and the displacement of the traditional hospital model as the center of the healthcare ecosystem, it may be time to get back to strategy.
If you've been in the healthcare industry for a long time, you'll understand that this is nothing new. Many of today's strategies are repetitions of the efforts of past decades.
I believe that hospitals and healthcare systems need to move away from hospital features and "we care about you" messages and marketing that appeal to senior management. Marketing to senior management has never been more difficult than helping them stay in business. But beyond that, his budget and staff are still shrinking.
The strategic marketing priorities for 2023 are based on the experiences of my patients.
Each of the following Five Focus 2023 initiatives will do more to accelerate brand growth and build loyalty through patient choice and rewards.
In many ways, this is simply a CPG approach that focuses on the patient as a customer, how they interact, the user experience, and the benefits achieved. Details mean nothing to the patient because all hospitals do the same thing.
Five hospital marketing strategies for 2023 to implement to grow your brand and revenue.1. Focus on improving the user experience of the website. Simplifies the search for information and the choice of doctors.
2. Create multiple streams of patient-focused content, personalize and deliver information the way patients want.
3. Find ways to meaningfully involve the patient.
4. Integrate all data to improve patient experience. The organization's mantra should be: "One patient per hospital, one hospital per patient."
5. Improve the doctor's work. Even with reimbursement for all models, nothing is bought, be it hospitalizations, medical tests, or over-the-counter surgeries. Never forget who is responsible for what happens within the four walls of the hospital.
There are several tactics you can use to be successful in marketing. You know your organization well and have help running it, so I won't give my opinion here.
Hospital marketing is at a post-pandemic crossroads, with patients having more treatment options than a few years ago. It's time to move from marketing functions to a CPG approach with patient benefits and experiences.
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Michael is a healthcare strategist, marketing, communications and thought leader. International blogger specializing in health strategies. His blog Healthcare Marketing and Business Matters is read in 52 countries and is #3 on Feedspot.com 's Top 100 Healthcare Marketing Blogs and Websites. Michael is a member of the American College of Health Leaders. You can send me an email.
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