The only constant will be change.
Nobody—speaker or attendee—anticipated a return to the sleepy days of yesteryear. Frenetic and ongoing change is expected to be the new normal. Lahey Health’s John Looney and Cooley Dickinson’s Julia Sorenson said leaders have a unique responsibility to help their teams adapt and thrive in this stressful environment.
Respect comes with results.
There’s immense pressure to drive business results, but successful marketers are enjoying the senior-level visibility and respect that come with helping their institutions win. Brooke Hynes from Tufts Medical Center emphasized that measuring the value of her team’s work and then “marketing our marketing” has been key to their success.
Complacency is not a winning strategy.
Author and keynote speaker Chris Bevolo cautioned the group to move beyond old-school marketing. In his view, that’s marketing that is not insight-based, measurable, differentiated, and targeted. Digital, he told us, must be a key part of our plans. We couldn’t agree more—because digital experiences power the essential connections between your organization and your patients or customers.
Content marketing is uniquely suited to healthcare.
Health and wellness are intensely personal so storytelling by physicians, patients, and caregivers is a natural tool for building awareness, trust, and engagement. Success, author Ahava Leibtag shared, comes from working at the intersection of content, relationships, and conversations.
Not thinking about your mobile web experience? You soon will be.
Widely adopted elsewhere, phone and tablet-friendly web experiences are still somewhat uncommon in healthcare marketing. Asked what we’ll be talking about next year, Caren Cummings of the Dana-Farber Cancer Institute didn’t hesitate: mobile, mobile, mobile.
Oregon Health & Science University, a Pacific Northwest leader in healthcare, academic and research programs, got a huge jump on this trend when it saw its mobile traffic steadily climbing. Almost 40% of home page views and a third of all traffic now comes from phones and tablets. OHSU worked with PK on a massive responsive redesign, encompassing 300 websites and roughly 30,000 pages of content.