07/11/2018 in Blog
At HealthShare Symposium 2018, leaders from the nation’s top health systems came together to share ideas, advance healthcare innovation, and discuss the latest issues and trends impacting the industry. During the event, attendees took part in a poll that asked questions about complex challenges in healthcare marketing.
A few common themes were confirmed from the results. Physician alignment with marketing is an issue for health systems that are focused on building more meaningful relationships with consumers. In addition, social media has significantly disrupted the way consumers validate healthcare concerns and research or select a provider. Because of these rapid advancements in technology and media, the need for a robust digital presence, data-driven strategies, and online tools that enhance the patient experience have never been greater.
The complete poll can be found below. Answers with the highest number of responses are in bold.
What change over the last 5 years has had the biggest impact on your system?
Changes in the insurance market
Health system consolidation
Proliferation of urgent care
What change in consumer behavior has forced the biggest change for you in your marketing efforts over the last 5 years?
Decline in TV viewership
Decline in local newspapers
Increased use of social media
What is the biggest daily challenge you face as a marketer?
Not enough hours in the day
Not enough money to do everything I want to do
Hard to get decisions approved
Consumer expectations are changing faster than we can keep up
What is the primary barrier to your system building more meaningful relationships with consumers?
Consumers aren’t truly engaged in their health
Doctors aren’t interested in participating
Technology gap makes it infeasible (e.g., no system-wide EMR)
Lake of management buy-in
What’s the biggest change in consumer expectations you have seen since the explosion of services like Uber, AirBnB, Amazon Prime, etc.?
Demand for online appointment scheduling
Desire for patient ratings, comments, reviews of physicians
Patients more apt to change doctors if they can’t get immediate appointments
Increase in patients seeking second opinions
If you had access to one new data set to evolve your marketing strategies, what would you use?
Consumer lifestyle data
Consumer financial/wealth data
Online search data
Self-reported interests data
Media channel preference data