By
Dr. Jonathan Elias D'Souza, PhD A.M.
Submitted On July 27, 2013
The need for an integrated healthcare delivery process and its
success is being defined by emptier hospital beds and a much healthier
population. This is much different than the healthcare scenarios of the
90's.
We need to constantly ask ourselves. Are we improving? Are we innovating? What's different this time? Will people from the healthcare industry, hospitals, physicians, technicians and other healthcare providers come together to make an impact or will they let themselves be distracted and go astray. These questions are the ones that plague those people who are striving for innovation in healthcare marketing.
The following decade after the 90s saw the empowerment of the consumer (being the center of focus), now having access to the increasing amount of medical information on the web, access to pharmaceuticals and the freedom to choose a better service provider over another. Employers have had to compete for better benefits of the workforce and they have ultimately paid the price in terms of health benefits.
However, healthcare providers have presently organized their business strategies and marketing strategies to revolve around volume based growth in order to remain viable in the market.
The medical fraternity at large has begun to acknowledge that the current system is unsustainable. They have recognized that the system needs to be changed. This is more importance than the actual laws and policies made by lobbyists.
The change that's about to take place is one that will radically transform the medical industry and lead to a realistic shift in policy and strategies. Every success has a well defined business strategy at its heart that helps define measurable outcomes for an assured return on investment. Healthcare and medical practices around the world are slowly shifting the approach to a value based one. Certain key principles would need to be kept in mind while contemplating an effective value based approach.
For example, corporate overhead inclusive of marketing budgets would be reduced drastically. Mass media advertising would continue to take place, but would be less prevalent. The increased use of social media platform and mobile internet marketing strategies will become one of the most dominant platforms for innovation. The new differentiator for success in the emerging market space would be talent. This talent does not refer to technical talent, but rather an emotional one, intelligent, extroverted, builders of relationship, people who have demonstrated excellent judgmental skills and have a good sense of intuition when a target market segment is identified.
Healthcare systems aimed at population management would need to enlist the services of such talent to help study the full spectrum of the market and attract new avenues for a improvised marketing plan, enabling people to engage in their own health and access seamless preventive and interventional health services.
These new platforms and integrated talent will be used in order to cultivate and sustain relationships with referring physicians and other healthcare providers.
Marketing has and will always be at the heart of any healthcare organization's success in this new and competitive environment. The capacity to rise to the challenge is often decided by a sound marketing and communication plan which the organization's leaders should be prepared to support.
The paradigm shift in media communications, reaching the target segment and the future of the product or services that are to be marketed will decide the outcome of future medical marketing strategies.
Marketers looking to achieve diverse result are now willing to adapt, experiment and leverage their various capacities in order to achieve their organization's objectives. Such marketers have accepted their limitation of not knowing all that they need to know.
In the present scenario, there is no such thing as an expert on medical and healthcare marketing. There are only those people who pay rapt attention to the changing market environment, connecting with different people and finding means to attain success in the practice of medical marketing.
We need to constantly ask ourselves. Are we improving? Are we innovating? What's different this time? Will people from the healthcare industry, hospitals, physicians, technicians and other healthcare providers come together to make an impact or will they let themselves be distracted and go astray. These questions are the ones that plague those people who are striving for innovation in healthcare marketing.
The following decade after the 90s saw the empowerment of the consumer (being the center of focus), now having access to the increasing amount of medical information on the web, access to pharmaceuticals and the freedom to choose a better service provider over another. Employers have had to compete for better benefits of the workforce and they have ultimately paid the price in terms of health benefits.
However, healthcare providers have presently organized their business strategies and marketing strategies to revolve around volume based growth in order to remain viable in the market.
The medical fraternity at large has begun to acknowledge that the current system is unsustainable. They have recognized that the system needs to be changed. This is more importance than the actual laws and policies made by lobbyists.
The change that's about to take place is one that will radically transform the medical industry and lead to a realistic shift in policy and strategies. Every success has a well defined business strategy at its heart that helps define measurable outcomes for an assured return on investment. Healthcare and medical practices around the world are slowly shifting the approach to a value based one. Certain key principles would need to be kept in mind while contemplating an effective value based approach.
For example, corporate overhead inclusive of marketing budgets would be reduced drastically. Mass media advertising would continue to take place, but would be less prevalent. The increased use of social media platform and mobile internet marketing strategies will become one of the most dominant platforms for innovation. The new differentiator for success in the emerging market space would be talent. This talent does not refer to technical talent, but rather an emotional one, intelligent, extroverted, builders of relationship, people who have demonstrated excellent judgmental skills and have a good sense of intuition when a target market segment is identified.
Healthcare systems aimed at population management would need to enlist the services of such talent to help study the full spectrum of the market and attract new avenues for a improvised marketing plan, enabling people to engage in their own health and access seamless preventive and interventional health services.
These new platforms and integrated talent will be used in order to cultivate and sustain relationships with referring physicians and other healthcare providers.
Marketing has and will always be at the heart of any healthcare organization's success in this new and competitive environment. The capacity to rise to the challenge is often decided by a sound marketing and communication plan which the organization's leaders should be prepared to support.
The paradigm shift in media communications, reaching the target segment and the future of the product or services that are to be marketed will decide the outcome of future medical marketing strategies.
Marketers looking to achieve diverse result are now willing to adapt, experiment and leverage their various capacities in order to achieve their organization's objectives. Such marketers have accepted their limitation of not knowing all that they need to know.
In the present scenario, there is no such thing as an expert on medical and healthcare marketing. There are only those people who pay rapt attention to the changing market environment, connecting with different people and finding means to attain success in the practice of medical marketing.
Medical writer at out of home marketing company a well known medical marketing Services provider company in India
Article Source:
http://EzineArticles.com/expert/Dr._Jonathan_Elias_D'Souza,_PhD_A.M./1625262
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