At the 2015 SHSMD Connections Conference last October, SPM designed a poll and collected responses to a very important question for 2016: What complex marketing issue are you facing right now? The results were all about managing change.
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News of mergers and acquisitions continue to dominate headlines as hospitals and health systems react to the ACA to improve clinical quality, build integrated delivery systems that cover the entire continuum of care and lower overall cost. In the face of a merger or acquisition, every decision is critical to the success of the future organization.
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According to the 2014 Edelman Trust Barometer, an organization’s employees are the public’s most trusted source for information. The best organizations understand the value of their employees and inspire them to become brand ambassadors, so they, in turn, project a consistent image to the public that trusts them so much.
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To declare your major is to make a choice. For healthcare organizations, that means picking a brand strategy position and communicating that to consumers.
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Among all the priorities of a hospital/health system CEO navigating the new healthcare landscape, such as care redesign, new partnerships, new payment structures, changing organizational structures and more, brand stewardship is likely low on the list, if on it at all. But this is a dangerous mistake.
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In the March 2014 edition of Strategic Health Care Marketing, SPM co-owner and managing partner Patti Winegar was featured as an expert on the centralization of marketing in healthcare systems–and the importance of this type of strategy. Read the highlights from the article.
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Last week, I addressed the growing trend of healthcare mergers and acquisitions and the implications for healthcare marketers. Any healthcare organization involved in a transformation must conduct robust brand planning, including answering these 10 questions.
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