A short while ago, a very good friend of mine who is the Chief Marketing Officer for an international company was interviewed by The Sterling Report for CMO Spotlight. Ed gave a great interview on marketing leadership. It did give me pause to think about what marketing leadership should be in healthcare. As a service to my readers, here is the link to the article:
The Sterling Report
CMO Spotlight: Interview with Edward Vesely
http://www.sterlinghoffman.com/newsletter/archives/sep09.html
http://www.sterlinghoffman.com/newsletter/articles/article509.html
Though there are many great examples of healthcare meaning hospital, health system and physician marketing across the country, it seems that these are far and few in-between. This is a shame really because of all the talented marketers that are in the industry. More often than not, we let well meaning individuals who in the end have not formal training or clear understanding of marketing to hold sway over the direction.
Now let me be perfectly clear so there is no misunderstanding, I do understand the sway that CEOs, docs and VPs hold over marketing. At the end of the day, he or she that signs the check wins, right or wrong. And there is way too much of that in healthcare marketing. Been there, done that, bought the tee-shirt.
So how do you exercise marketing leadership in that kind of environment? It takes a willingness to be brave. To exercise leadership. Not in the sense of throwing yourself into the fire, but by understanding the needs, politics and marketing understanding of the key decision makers.
Here are some questions for your consideration and thoughtful reflection:
As healthcare marketers we need to look in the mirror and ask have I done everything possible to create an understanding of marketing?
Have I ensured that the marketing plan is in full alignment with the strategic and business plan of the organization?
When I suggest a strategy or tactic have I communicated as best one can what the return on investment is?
Do in engage leadership in a discussion of the why of a strategy?
Have I been thinking strategically and not confusing tactics with strategy?
Have I reached out to key leaders and department heads when building the annual marketing plan for their input?
Do I understand the goals and objectives of key departments?
Have I been visible in the organization as the “go-to” marketing expert?
Have I allowed myself to be an order taker producing lots of “stuff”?
Am I the organizational brand champion?
Am I willing to change and exercise leadership?
Am I willing to try new methods, learn about new marketing developments and tools as well as as apply them?
Am I willing to stop doing things the same old way with the same old result?
Does your organization respect what you do?
The list can go on of course, but you get the idea. In a world of immediate gratification, lack of focus and favor of the day, a marketing executive’s tenure has dropped from 3 years to 12 to 18 months. With such a short time horizon, you might as well lead and know no matter what the outcome is you gave it your best effort. Otherwise it’s a disservice to you, the company and those that depend on you for leadership.
America's Healthy Future Act 2009
The following link will take you to the 223 page proposed U.S. Senate Finance Committee healthcare reform bill released today entitled America's Healthy Future Act 2009. This will be introduced to the Senate Finance Committee on September 22, 2009.
Happy reading it if you really care about what is going on.
http://finance.senate.gov/sitepages/leg/LEG%202009/091609%20Americas_Healthy_Future_Act.pdf
Happy reading it if you really care about what is going on.
http://finance.senate.gov/sitepages/leg/LEG%202009/091609%20Americas_Healthy_Future_Act.pdf
Comparing Healthcare Service Advertising Back-to-School Physicals
Its back-to-school time again, so everyone in their brother is touting those specials for school and sports physicals in various ads or direct mail pieces. Same day, next day, comprehensive, call for an appointment or just walk in.
Multi-specialty group practices, hospital ambulatory centers, solo practitioners and retail clinics are all offering the same essential service.
What caught my attention were three ads in the local paper from three different channels for these services in the market. It raised the question is anyone paying attention to their advertising message and how it compares to what can be viewed as competitors?
The multi-specialty ad - same day but you had to call for an appointment and gave no price but mentioned pediatricians implying a doctor will see you. The hospital ad - call first for a next day appointment, take advantage of our discounts, offer ends soon and gave a price. The retail clinic ad - same day, just stop by and gave a lower price. Thankfully, three very different choices for a consumer to make an initial decision to explore a purchase based on need.
Observations
The Group Practice:
If I am already a patient of the multi-specially group and have physician, I will probably call them and have insurance pay for it except for my co-pay. If I am uninsured or don’t have a doctor, I won’t go there because I won’t be able to afford the cost of care or they may not be part of my plan. The group practice will get existing patients which could have been reached more economically, personally and less mass marketing focused.
One-half page ad, lots of small copy in a gray scale box in a generally dark black and white ad with imagery of two kids doing cartwheels in yard. The imagery kind of works, but the gray scale, dark ad with too much copy makes it difficult to view. A total of 88 words. Consumers move right on buy.
The Hospital Owned Clinic:
What is convenient about calling for an appointment for the next day, seeing a price and being told there are discounts all in the same body copy? Is that the right price quoted or will it be cheaper because of discounts? Not clear- one or the other, give the lowest price or take the discount statement out, it only confuses people. Teeny tiny small print- payment due at time of service, immunizations not included.
I can see lots of copy in an ad with 124 words, three headlines and some bolded words, 4 column inches across top to bottom on the page, full color. Note to designers bolding words in copy is like shouting at someone. Not a good thing.
And contrary to what the CEO thinks, you are not differentiating yourself from anybody else because you bolded a couple of words.
How’s this for imagery, a nurse examining a kid with gloves on, holding an instrument to examine ears while looking at the camera and not the patient, photo-shopped into an in-ground outdoor pool setting. What is wrong with that picture?
Too confusing, too may messages, too much information for a really simple topic. Neither affordable nor convenient.
The Retail Clinic:
Price first, $30 think us. Smart, affordable choice. Right now and all year long. Just stop by for convenient…. A total of 56 words to get a clean, clear actionable message out. And setting up the opportunity for future service if not now then later we are always here. The ad is three column inches across, in a three color format, top to bottom on the page.
The ad speaks for itself.
Lessons learned……
Keep the doctors and CEOs out of the ad design and development.
Focus your message for a simple service.
Be aware of your target audiences needs and provide a solution.
Understand the price point.
Stop messaging that it is all about us and not about you.
Be a provider of solutions.
Think about the future and what a good customer experience from a simple service can bring to you.
Because when it comes down to a simple service that almost anyone can do, it becomes a commodity and is purchased on convenience and price.
