Creating successful marketing campaigns in an era of value-based medicine will require healthcare organizations to develop a new set of capabilities.
Here are five capabilities that could help providers gain a competitive edge in patient communications moving forward, according to an Ad Age and Deloitte Digital report.
- Agility. Digital technology has accelerated the pace of information sharing and communication. As a greater proportion of communication moves online, "marketing activities need to happen in a timeframe of days and weeks, not months and years."
- Data intelligence. Researchers and providers are mining raw data to gain insights into a range of health topics, including diseases, genetics and population health. Healthcare communications experts can use the same computing capabilities on customer, media and campaign data to drive meaningful insights into preferred communication behaviors.
- Creative and applied design. Carefully designing customer experience to maximize personal impact may help set healthcare organizations apart, according to the article.
- Experience innovation. Technology is offering new and more immersive types of experiences, from virtual reality to 3-D printing. Healthcare organizations may consider using these technologies to deliver innovative, "differentiated" experiences.
- Teamwork. Healthcare is becoming an increasingly collaborative environment. "Companies today don't compete individually but as part of an ecosystem of vendors, customers, suppliers, partners and service providers — all working together to innovate and co-design a high-quality customer experience."