{"id":1925,"date":"2019-12-24T09:13:08","date_gmt":"2019-12-24T17:13:08","guid":{"rendered":"https:\/\/ascentblog.org\/?p=1925"},"modified":"2019-12-26T09:34:28","modified_gmt":"2019-12-26T17:34:28","slug":"the-evolving-role-of-healthcare-marketers","status":"publish","type":"post","link":"https:\/\/ascentblog.org\/the-evolving-role-of-healthcare-marketers\/","title":{"rendered":"The Evolving Role of Healthcare Marketers"},"content":{"rendered":"

Have you ever watched your job evolve and been asked to take on duties you never imagined when you were first hired? Welcome to the 21st-century workplace. Shifting roles are almost the norm nowadays. One group of professionals experiencing this firsthand is healthcare marketers.<\/p>\n

Innovation Requires New Skills<\/h2>\n

\"evolution<\/a><\/p>\n

Innovation is prized in the business world, but unless you\u2019re a tech firm gearing up for the release of a brand new product, it\u2019s difficult to stand out from the crowd. In the healthcare industry, the burden of being innovative is largely falling on the marketing department. Not only are they expected to focus on establishing an identity and brand, but they must come up with experimental new messages and strategies…and get management to buy off on their ideas. This requires a whole new set of skills that many marketers simply aren\u2019t familiar with.<\/p>\n

The trick is to be strategic. Optimizing your resources and relying on data to substantiate your purchasing decisions should be a key component of your plan. Information isn\u2019t free, however \u2014 if you\u2019re going to take a deep dive into understanding your customer, you can easily expect to spend $25,000 a month acquiring data. It\u2019s a worthwhile investment if you\u2019re able to use it correctly, but before you sign off on a data analytics platform, have the vendor provide you with information on ROI. You\u2019ll definitely need to make sure you\u2019ll receive the right data for your needs.<\/p>\n

Once you\u2019ve made the investment in marketing automation, you\u2019ll have access to a wealth of valuable data about consumer behavior \u2014 information that will allow you to make strategic business investment decisions. If you\u2019re familiar with the Spiderman comics and movies, you know that Peter Parker is warned, \u201cwith great power comes great responsibility.\u201d While you won\u2019t be able to swing between skyscrapers, you will have to be careful to use the information you have gathered wisely. This requires paying attention to the minor details. Let\u2019s say your research shows that patients really want a new online scheduling platform for a particular health screening, but few doctors will write the necessary prescription enabling their insurance provider to offset the costs. It would be foolish to spend the money upgrading your technology if few people will end up utilizing it.<\/p>\n

Benjamin Meents, a senior vice president of corporate marketing, brands and events at Optum, says marketing professionals are likely to find success if they do the following:<\/p>\n