Please read Tadd Pullin’s excellent piece in “Hospital Impact.” His point: the coming (and inevitable) transformation of American healthcare will effect dramatic changes in our marketing and communication. While we should, of course, be anticipating and adjusting accordingly, many of us will be caught behind the eight ball (very soon) as belts are tightened.
“At the heart of marketing success is a clear consensus on business strategy and measurable outcomes for return on investment. While healthcare organizations around the country may approach the shift to value in different ways, a few principles are key to keep in mind. For instance, corporate overhead will be reduced dramatically–including marketing budgets. Consolidation may help in the process. Mass media advertising will still happen, but will be less prevalent.”
Curious? Read more at: http://www.hospitalimpact.org/index.php/2013/02/27/making_the_marketing_shift_from_volume_t