Consumer-driven health care challenges marketers

05/19/2014 | Healthcare Marketing Matters blog

Health care providers face a challenging marketing landscape marked by changing pay structures, newly insured patients and sophisticated health care consumers, Michael Krivich writes. The consumer-directed market requires a marketing strategy that is sustainable, maintains a cross-channel presence and matches the brand image with consumer perceptions. A high-performance marketing operation that achieves these goals includes a senior marketing manager who reports to the CEO; appropriate human, operational and capital budgets; a comprehensive strategic and integrated, measurable marketing plan; transparency; internal communication and training; and a comprehensive marketing dashboard to communicate marketing activities and results.

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