For many in healthcare, "marketing" is the department that produces fun stuff like brochures and giveaways, and not a strategic enterprise. The problem is that expertise is hard to see, while a brochure is in plain sight. How do you respond?
Healthcare Marketing Survival Guide
Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.
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From now through mid-December, consumers will see a surge in ads for medical groups, hospitals and health plans. Is it worth it?
The decision to undergo a healthcare procedure is complicated, emotional, non-linear. Customer motivation can make the difference.
There’s a lot of fear in healthcare marketing — the unspoken fears that lurk in the minds of consumers.
For Healthcare marketers there’s a middle demographic group who may be a great opportunity: The younger aging-in population.
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