Healthcare Marketers Live in Multiple Worlds — Leverage That Insight
As healthcare marketers, you live in multiple worlds. Of course you are a professional. But every time you go to the doctor, you're a healthcare consumer. And while your employer provides care to tens of thousands of people each year, it's also one of the largest purchasers of health insurance coverage in your market.
These multiple perspectives can be a strength as you build bridges among your audiences. Or they may frustrate you, because it adds nuance and complexity to the task at hand.
Let's take a look at the duality of being both a provider of healthcare and a consumer of health insurance, with all of its rules and paperwork.
Hospitals are one of the largest employers in most communities. A hospital of 200 beds may employ as many as 1,400 full- and part-time benefit-eligible employees, while large facilities can top 5,000. Workforces of that size are diverse, with many roles that impact patient experience but don't require familiarity with the intricacies of health insurance. But, hopefully, all of those employees are eligible for insurance and made their selections last fall for the 2020 coverage year.
Likewise, consumers who may have changed insurance or their doctor are beginning their patient experience journey. Perhaps, as a consumer yourself, you've taken one of your kids to a new doctor and experienced a little disorientation. What would have helped?
This is all to say that more often than you think, you have opportunities to see things through more than one lens. That recognition of the friction points can lead to real improvement in communications and brand experience.
Bring those insights to the table.
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.