This week, Tom and I attended the Carolinas Healthcare Public Relations & Marketing Society Conference in beautiful Asheville, NC. As a native New Yorker accustomed to the city and fast-paced business environments, it’s nice to visit the mountains and breathe fresh air! This year, the conference was held at the Grove Park Inn, which was truly lovely. I never wanted to leave.
The Mountains of Asheville provided a beautiful backdrop for conference (image credit: CHPRMS)
The conference provided a fresh perspective on healthcare marketing. There were productive conversations throughout, but here are my five favorite takeaways from the CHPRMS conference:
1- Techfast: The Breakfast of Marketing Champions– This was a great way to kick off the day, as well as learn how to experience the world of smartphone multitasking. Along with my oatmeal, apps are now a part of my morning routine. If you aren’t familiar with these apps, I highly recommend them:
- Flip Board
- If this and that (IFTTT)
2- Be in the Now – Curiosity may have killed the cat, but without embracing fear and adapting to change, we lose chances at success. The healthcare industry is fortunate to be a constant source of innovation. With healthcare marketing, we must be curious and encourage new ideas. When an opportunity comes up to market your organization, rather than say “yes, but…” think in terms of “yes, and…”. What can you add?
3- Timing is (almost) everything – What time of year is the best time to launch a new website? Which day is best to put out press releases? Should you tweet in the morning or afternoon? Be sure your efforts are seen and heard by the people who need to hear it most. Ask a marketing expert when is the best time to launch your campaigns for a higher chance at visibility?
4- Non-conventional physician engagement – Yes, patients are more likely to visit a physician whom they have engaged with online. However as healthcare marketers, we understand the challenges of encouraging physicians to participate in marketing efforts.
Acclimate your physicians to a strong online presence by finding a non-conventional way to attract physicians and patients. Things like an “ask a doc” live-tweet session, healthy tips feed, or even an introductory video on your website are all great first steps to online engagement.
5- Keep Your Eyes on the Prize – Whether you are part of the clinical or supporting staff of a healthcare organization, it’s important to remember the goal: the health of your patients! Whenever you begin a campaign or find an obstacle in the project, remind yourself that changing the lives of your patients should be your ultimate goal.
AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePoint, Web design, SEO and PPC content development and assessment, online video and rich media, analytics and measurement, content management systems and more.
Stephanie Imberman | Account Executive | AVID Design
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