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Image by Gerd Altmann from Pixabay Healthcare marketers, all marketers, are awash in data. I postulate that healthcare marketers’ amount of available data are complex data sets similar in the amount and velocity to what clinicians use. And in turn, enterprising marketers have turned to AI and algorithms to sift through the data for their next best action. You have developed your ideal patient personas, targeted the appropriate demographics, age, gender, lifestyle, community, etc. Some have even conducted primary research. All well and good. But are you measuring what matters to take the next best action? Image by Gerd Altmann from Pixabay Would you consider this is an important question? If you do not measure what matters, then how do you know that the proposed next best action will have a chance to succeed? Artificial intelligence and algorithms are necessary and valuable. These tools have come a long way in a brief period. But, as we get enamored with the “gee-whiz” of Martech, it...

Image by Andrezj Rembowski from Pixabay. The hospital quality award season is underway as various organizations and magazines, with their black-box analytics, tag community hospitals and health systems as the best or tops in specific care categories. I am not making light of the accomplishment as quality awards are essential for the patient information in the decision-making process. I have to admit that a newly proclaimed award category of the “Triple Crown of Healthcare” for a Fortune/IBM Watson Health Top 100 Hospital Ranking , CMS 5-Star Ranking , and Leapfrog for Safety is a hard-earned series of awards. My question for your consideration is, how is the hospital and health system positioning the quality award contextually? This is an important question and goes beyond the traditional look at our claims and how good we are.   The question is asked since there is little if any, context or content on the value and meaning of the award. Why, in that case, should the patient a...

Image by Gerd Altmann from Pixabay As healthcare continues its rapid evolution into a far more accountable, cost-effective, price-conscious, and patient-driven model, it begs the question, why are your patient engagement efforts not all the time? Secondary to that question is, are healthcare organizations prepared for that new marketing reality? Like anything in life and business, some are, and the majority are not.   But be that as it may, it would seem that healthcare consumer and patient engagement is not a part-time or some of the time activity. It should be viewed as the opportunity to create, engage, foster, and nourish an enduring relationship with those individuals and families. That is a scary proposition for some healthcare organizations. It means being accountable and responsible to those you serve and meeting their needs by delivering on the brand promises day in and day out.  I would also suggest that this extends to area employers as well.  Otherwise,...

Permission check image by Tumisu from Pixabay. Provider marketing is challenging, and it doesn’t matter if it’s a medical practice, home health agency, Ambulatory Surgical Center, hospital, or health system. With the HIPAA Privacy Rule and General Data Protection Regulation (GDPR) compliance in Europe (read up if you’re not familiar), things are only going to be more challenging. Apple made user privacy and data control changes with the IOS 14 update , allowing individuals to stop Apps from tracking activity. Add in that browser cookies are a thing of the past; 2022 is shaping up as the year patients take control of their privacy and data. Your ability to digitally market to patients has changed. But that does not mean you can’t be effective. Job number one is now ensuring that patient privacy is protected. And from my point of view, there is a way around these patient control challenges. It’s about doing what you are allowed to in the spirit of the regulations and becoming the...