Healthcare conferences typically draw a wide range of marketing experts, and this year was no exception. We heard many of these experts speak across numerous events: presenting on the changing scope of hospital marketing, the role of digital strategists, and the promise email offers within the competitive physician recruitment landscape.
While all of the conferences we attended in 2018 provided great insights, a few of them rose to the top with regards to quality, depth, and applicability.
Segmentation and Personalization Improve Engagement
The Society for Healthcare Strategy and Market Development (SHSMD) Connections 2018 annual conference was one of the most valuable conferences this year. Although many hospital marketers today understand the importance of broadening their traditional marketing efforts to incorporate other digital channels, the reality is that they often fall short when it comes to using these avenues to communicate effectively with physicians and patients.
Segmenting messages allows healthcare marketers to build stronger personal connections with recipients
Presenters talked about the importance of segmenting their audiences and tailoring their messages to build stronger personal connections with recipients. This is essential for increasing engagement—both with physicians and with patients. As DMD’s clients know firsthand, when you have insights into the physicians you want to reach, you can work to ensure your messages resonate with their interests. The same holds true with consumer emails.
Digital Content Must Be Aligned With Brand
Also at SHSMD, hospital marketers spoke about the need for organizations’ websites, marketing emails, and social media posts to be consistent with their brand. In fact, we heard repeatedly about how groups are aligning their digital content—including email messages—with their traditional marketing efforts. When all of your marketing channels work together, you can create a stronger impact and maximize results.
Metrics Must Substantiate the Effectiveness of Your Efforts
When it comes to impact, it’s no longer enough for an organization to talk about its successes in a general way. At the Healthcare Internet Conference (HCIC), presenters emphasized the value of metrics, such as those captured through quality email campaigns, to inform their work. With marketers increasingly being called on to justify their investments, being able to show tangible results is essential.
A quality email campaign captures concrete results and allows marketers to justify their investment
In practical terms, this means that you can use the metrics captured through email campaigns to prove the impact of your work. Metrics can also provide insights to help you adjust your strategy as needed.
Using a Quality Database Provides a Powerful Differentiator
Organizations with the most impressive metrics rely on a high-quality email database. At the Healthcare Marketing & Physician Strategies Summit (HMPSS), presenters focused on the importance of using a reliable email database that contain authenticated addresses that are 100 percent opted in and updated daily.
The highest quality lists also include physicians’ preferred email addresses (often their personal email). When you reach physicians using their preferred method, you can increase their likelihood of opening your email, therefore increasing engagement. Engaged physicians will best represent your health system.
All of these conference takeaways will continue to be significant in 2019. I look forward to attending next year’s line of up healthcare events and hearing more about how experts are using these concepts as part of their organization’s broader growth strategy.