The Future of Healthcare Marketing. Developed by Caperion Consulting 2014

Transcription

1

2 The Future of Healthcare Marketing Developed by Caperion Consulting 2014

3 The Future of Healthcare Marketing Fundamental shifts in the healthcare delivery landscape are driving Pressure on marketing function budgets Questionable value of marketing in the C-Suite Marketing technologies are augmenting the tactical options available to marketers 3

4 The Future of Healthcare Marketing In the summer of 2013, Caperion initiated a series of retreats involving tenured healthcare marketing and strategy professionals from around the U.S. These retreats were designed to answer the question, What is the future of healthcare marketing? Primary authors of the following perspective were Ken Haupt; Steve Preston, and Bob St. Claire Contributors/Influencers/Validators included Tom Davenport; Gary Everling; John Greaney; Martyn Howgill; Jennifer Renzi; Tony Fonzi 4

5 Core Assessments Healthcare, and by proxy, healthcare marketing, is change averse Healthcare marketing has to be more accountable with the C-Suite Healthcare marketing has to embrace integrated marketing strategy and tactical deployment Customer intelligence and strategic insight must elevate in importance over tactics Healthcare marketing should engage new marketing technologies, and change the definition of content to equate with messaging and dialogue 5

6 Foundational Point of View Healthcare marketing must redefine it s Value Proposition in the C-Suite Accountability 6

7 Foundational Point of View Accountability defined as: Driving revenue enhancement Maximizing customer intelligence/understanding 7

8 Why Customer Intelligence? Because reimbursement will move from FFS to PHM PHM is really IHM Marketing strategy has to align with reimbursement reality If IHM is reimbursement future, a core marketing strategy is 1:1 marketing For healthcare delivery to scale a 1:1 marketing strategy, customer intelligence/analytics and marketing automation are the driving forces 8

9 Market Opportunity Assessment Customer Intelligence Data Analytics Analog Customer Perspective Discernment Future of Healthcare Marketing Flow Dynamics Strategic Insight Pragmatic Goal Articulation Integrated Strategies Analog Digital Operational TDP Output B-B, B-C Enhancement* Data Feedback - Revenue - Cost Reduction -Customer Intelligence 9

10 Market Opportunity Assessment Customer Intelligence Data Analytics Future of Healthcare Marketing Flow Dynamics Assess the current state of the organization/customers/competitio Demographic Psychographic Regulatory SWOT Identification of Knowledge Gaps Inventory of all customer points of interaction with the organization Digital Analog Operational Aggregation of data 10

11 Future of Healthcare Marketing Flow Dynamics Strategic Insight Big Insight Data analytics 3.0 will yield Strategy 3.0 Predictive Modeling and Prototype Modeling explorations 11

12 Future of Healthcare Marketing Flow Dynamics Data driven goal articulation More accountable More relevant to C Suite Pragmatic Goal Articulation 12

13 Future of Healthcare Marketing Flow Dynamics TDP specification that is firmly aligned with plan objectives Greater opportunity to define an Integrated Marketing effort Integrated Strategies 13

14 Future of Healthcare Marketing Flow Dynamics Messaging/content approaches and combinations Non-marketing approaches that will enable goal achievement TDP Output B-B; B-C Analog Digital Operational 14

15 Future of Healthcare Marketing Flow Dynamics Revenue Cost Reduction Customer Intelligence Enhancement 15

16 Future of Healthcare Marketing Flow Dynamics Customer Intelligence If executed opportunistically, TDP s form a feedback loop with additional customer insights TDP s Data Feedback 16

17 Structural Delivery Model Customer Understanding Market Opportunity Assessment Customer Intelligence Data Analytics Analog Customer Perspective Discernment Strategic Insight Deployment Pathways Analog Assets Digital Assets Marketing Automation Owned Media Free/Earned Media Relationship Marketing 17

18 Moving Forward Customer acquisition and retention drives the enterprise Customer understanding drives acquisition and retention Data analytics drives customer understanding Customer understanding drives strategic insight Strategic implementation drives business results 18

19 Thank You!