The need for innovation in marketing strategies has never been more critical. The landscape is shifting, and with an expected surge in demand for healthcare services in the coming years, marketing departments must rise to the occasion, ensuring they leverage their strategic capabilities to drive organizational success. But how mature is your marketing organization when it comes to laying the foundation for innovation?
To truly understand where you as a healthcare provider lies on the maturity spectrum, it is essential to have an honest evaluation across several key areas. These include:
Experience Maturity: This area focuses on enhancing patient, employee, and referring provider experiences to improve healthcare outcomes. For patients, it emphasizes superior experiences across all care stages, innovative services, and educational empowerment. For employees, it aligns their experiences with organizational goals through a supportive work environment, professional development, and efficient technological tools, while optionally addressing the needs of referring providers through improved system onboarding, referral processes, and communication.
Strategic Marketing and Brand Development: The creation of distinct brand identities and value propositions in competitive markets, such as through specialized services or innovative care models. This framework employs an omnichannel approach, integrating traditional and digital marketing channels for a cohesive brand experience, and emphasizes cross-functional collaboration to align marketing with organizational goals. Additionally, it includes preparedness strategies for managing communications during crises, utilizing both digital and non-digital platforms.
Technological Advancements: By focusing on achieving digital maturity through the integration of AI, telehealth, personalization, and mobile apps, technological advancements help to enhance engagement, outcomes, and operational efficiency. It emphasizes developing self-service capabilities as part of the digital experience, catering to the demand for efficient and user-friendly interactions for patients, caregivers, and providers.
Data-Driven Decision-Making: This involves using data-driven marketing tools to evaluate the impact of marketing spend and developing a robust measurement and analytics strategy to assess customer behavior and pain points. It includes establishing centralized systems for customer data, gaining insights into customer segments to tailor marketing strategies, and implementing disciplined processes for defining KPIs and measuring marketing ROI. Additionally, it incorporates customer sentiment analysis through various feedback mechanisms and applies clinical interventions based on population segmentation insights.
Health Equity and Community Engagement: This framework focuses on addressing social determinants of health through initiatives like patient advocacy programs, flexible payment solutions, and financial assistance awareness to improve patient access to care. It emphasizes community engagement by implementing initiatives that foster transparent communication and build trust, alongside forming partnerships with local organizations to drive innovation and address public health challenges. Moreover, it ensures that all marketing practices comply with healthcare regulations and adhere to ethical principles.
Three Steps to Enhance Innovation Maturity
1. Develop a Comprehensive Measurement Strategy: Establishing an effective measurement framework across all marketing channels and touchpoints is crucial. This strategy should provide a consolidated view for stakeholders, enabling them to make informed decisions based on customer behavior, sentiment, and business KPIs. By understanding the full customer journey, marketing teams can better predict and respond to patient needs.
2. Embrace Advanced Data Analytics: Transitioning to a data-driven culture requires embracing advanced analytics tools and techniques. By doing so, healthcare marketers can move beyond basic demographic segmentation to more nuanced patient population and prospect insights. This approach allows for more personalized marketing strategies and can help control costs in value-based care arrangements.
3. Foster a Culture of Self-Analysis and Innovation: A mindset of continuous reflection, improvement, and innovation helps marketing teams with proactive—opposed to reactive—problem solving or enhancements. Regular analysis of the data gathered within the measurement strategy and self-analysis of maturity helps develop an action plan. This, coupled with the right culture or creativity and collaboration, positions the marketing department as key influencers to organization strategy and innovation.
The Strategic Role of Marketing
Ultimately, the goal for marketing teams is to re-establish their roles as strategic conduits between the organization and its audience. In many instances, marketing has been relegated to a tactical role, primarily focused on patient acquisition and retention. However, marketing is perhaps most effective operating at the forefront, providing insights and recommendations that guide operational decisions and drive innovation in service and experience offerings.
The time to act is now. Healthcare organizations are on the brink of being overwhelmed by patient demand, with a significant imbalance between available healthcare providers and patients seeking services. By embracing innovation and enhancing their marketing maturity, organizations can develop new ways of delivering care and maintaining patient loyalty. This proactive approach will not only help manage the impending demand but also ensure that healthcare organizations remain competitive in a rapidly changing landscape.
Want to assess where your healthcare organization stands on the innovation curve? Complete our Healthcare Marketing Innovation Survey conducted in partnership with Greystone.Net. and you will get a customized report comparing your organization to the baseline data gathered.
*Samantha Stout, MERGE SVP, Group Business Development Leader, and Kellie Bliss, MERGE EVP, Client Service, also contributed to this article.
For more on how to take your organization’s healthcare marketing team to the next level, connect with our team at MERGE!