What’s the Biggest Opportunity in Healthcare Marketing?

Healthcare marketing is a varied space. Facilities and pharmaceutical companies, for example, both have different priorities and marketing paradigms. How can you identify the opportunities that will lead to better outcomes for you?

Target Marketing Healthcare RoundtableWe’ve been looking a lot at healthcare marketing lately. It’s an industry we’ve been covering more, and that will reach a new level next week at our first ever Healthcare Marketing Roundtable! That’s on June 15, at the Pyramid Club in Philadelphia. (Click here if you’d like to come out for that!)

The Healthcare Facility View

Healthcare marketing is a varied space. Marketers at healthcare facilities — like Michael Capriotti of Virtua Health, who we recently had on the Marketing Garage Podcast) — are putting a lot of work into building customer interface systems like patient portals that improve the customer experience and speed up care. Done well, these improve outcomes, allow patients to get information easier, and drive down costs by shortening the time it takes to serve those customers.

If you click on the link to our podcast with Capriotti (who’s going to be speaking at the roundtable, too!) you’ll see that he specifically compares the healthcare patient expectation to customer expectations from instant-gratification tools like OpenTable.

As an industry, he says, healthcare has done a good job of projecting out patient needs, but “we haven’t really done a great job at going back an getting the voice of the customer.” And you need that to understand what each interaction means to patients and it how it makes them feel.

For Capriotti, understanding how these experiences make the patient feel is essential to gaining customer loyalty and evangelism.

The Pharma Prescription

For a pharmaceutical company, marketing is worlds different. Traditionally, pharma used to market directly to doctors. But over the past 15 years of so, marketing to consumers has become a bigger and bigger piece of the strategy.

Today, that consumer-aimed marketing is one of the largest collective ad budgets in the world, and major ad players are vying for it. Both Amazon and Facebook have launched initiatives this year to conquer large swaths of the pharma marketing and sales space.

Drug advertising is not, so far, what I would call customer-centric. There’s a lot of saturation media being bought, and you’re gonna hear about those little blue pills whether you like it or not.

That may sound like it’s behind the state of the art, but that means there’s a lot of opportunity, too.

So What’s the Big Healthcare Marketing Opportunity?

For me, across the board, it seems like making the marketing more targeted and customer-centric is either the active goal or the biggest looming opportunity.

If Facebook and Amazon do get into the pharmaceutical game, they will both offer tremendous targeting capabilities that haven’t been used as much in pharma.

Likewise, the more facilities are able to create customer information portals that make the experience more tuned to personal expectations, the more they’ll be able to improve loyalty and cut down costs.

The customer is the focus of all marketing, and this is a market with a lot of room left to improve and become more customer-centric.

At least, that’s my take. If you want to hear what some much more knowledgeable healthcare marketers think, and you’re not too far from Philly, come to our roundtable dinner on June 15. With marketers from Jeffereson Health, AmeriHealth, Recovery Centers of America, Virtua, and more, it’s going to be a unique chance to meet some of the best minds in the industry and hear what they think are the biggest opportunities in the market.

Our First Roundtable for Travel and Hospitality Marketers

Last month, we had our first roundtable of the year; a night for financial services marketers. Next month, for the first time ever, we’re doing the same thing for the travel and hospitality industry, and if you’re a part of that industry, you won’t want to miss this VIP event!

Last month, we had our first roundtable of the year; a night for financial services marketers.

And you know it’s a good night when we get Melissa, aka Sass Marketing, on camera raving about the event.

So on April 6 at the Kitano Hotel in New York City — and for the first time ever with this particular group — we will be hosting a roundtable for the travel and hospitality industry.

As we’ve learned more about this vertical, we’ve realized travel and hospitality marketers face myriad challenges unique to this industry regarding customer engagement. They face “competition” from partners and service providers, not to forget disruptors. Most serve B-to-B and B-to-C customers with significantly different expectations and needs. And it’s crucial that the mobile and digital experiences they provide are outstanding, because travel consumers are on the go and one click away from another option.

That night we’ll share the room with 50 marketers from hotels, airlines, cruise lines, casinos, tourism boards and more, as our panel discusses issues such as:

  • The importance of differentiating oneself from the competition while creating relevant experiences for their varied customers
  • Perfecting the balancing act of customer engagement strategies across channels
  • Some of the best ways to adjust marketing to meet today’s digital and mobile realities
  • How to plan for analytics and MarTech initiatives that can ensure relevance in their communications

All discussions during the night will be off the record, to ensure speakers and attendees can share ideas freely all evening — during networking, as well as during the roundtable discussion.

And of course, there’ll be free drinks, lots of opportunities to meet and chat with attendees and presenters, and a great dinner!

I’m excited to be in NYC that night to meet the folks behind some of the most fun (come on, we all know travel is cool) marketing out there.

Joining me is Ginger Conlon, our special events advisor:

Ginger Conlon, Target Marketing Group Special Events Advisor

Melissa Ward of Sass Marketing:

Netflix Brings the Gore to Billboards

Taylor Knight:Taylor KnightAnd a whole room full of top marketers in the industry — already we have attendees confirmed from CzechTourism, Denihan Hospitality Group and NoMo Soho.

If you’re in travel marketing and can be in NYC on April 6, this is going to be a great chance to meet other people who do what you do in companies like yours. Compare notes, get new ideas about what’s working and what’s a problem for your peers, and hear a great panel talk about what they’re doing in the space.

I hope to see you there! Click here to register.

Free Dinner and Intelligent Discussion? Sign Me Up!

We all know networking events are either spot on, or well, you get cornered by some dude who wants to tell you his life story. What if I told you Target Marketing was hosting something that’s a solid leap above your typical networking event, pairing an insightful panel discussion from some of the brightest in the industry with a mega-classy happy hour and delicious sit-down dinner?

We all know networking events are either spot on, or well, you get cornered by some dude who wants to tell you his life story.

networking_napdynoWhat if I told you Target Marketing was hosting something that’s a solid leap above your typical networking event, pairing an insightful panel discussion from some of the brightest in the industry with a mega-classy happy hour (trust me, I’ve attended) and delicious sit-down dinner?

You’d start asking me for dates, times, locations … and how much.

Well, if you’re in the world of financial services and insurance, then you’re in luck! On Feb. 7, we’re hosting our first roundtable event of 2017. These exclusive industry events are designed with marketing executives in a specific vertical in mind.

Oh, and they’re free to attend for qualified marketers. Because we’re cool like that.

We understand that when it comes to customer engagement, finserv marketers have access to more pertinent customer data than their counterparts in most businesses, yet also face more regulations on using that data. And when it comes to technology, fintech is exploding; but selecting the right tools and staff to oversee them can be not only overwhelming, but also a source of conflict between marketing and IT.

So what are you waiting for? Click on over and get registered for this VIP event now while we still have seats left. I’ll even be there!

 

2017’s First Roundtable: For Financial Services Marketers in NYC

A handful of you may have made it to one of our roundtable dinners in the past, but not many. We’ve never done that many. Well this year is your chance! Starting with financial services in NYC.

A handful of you may have made it to one of our Target Marketing Roundtable dinners in the past, but not many. We’ve never done that many.

Well this year is your chance! Starting with financial services in NYC.

On Feb. 7, we’re hosting our first roundtable dinner of 2017. These are exclusive industry events for marketing executives in a specific vertical. We provide free drinks, a fine dinner and a panel discussion of top executives in the industry. It’s a peerless opportunity to meet and exchange ideas with other marketers in your industry, as well as the panelists, moderator and even a few of our editors.

Lewis Goldman, CMO, Global Life Distribution, U.S.
Lewis Goldman, CMO, Global Life Distribution, U.S.
Raghu Vasa, Director - Digital Marketing and Transformation Barclays
Raghu Vasa, Director — Digital Marketing and Transformation, Barclays
Ginger Conlon, Target Marketing Group Special Events Advisor
Ginger Conlon, Target Marketing Group Special Events Advisor
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This guy.
Taylor Knight
@TaylorKNews will be there shooting video interviews with a few lucky attendees who would like to go on the record.
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And yes, Melissa Ward from Sass Marketing will be there, too.

We get such great feedback from people who come out to these dinners. The conversations are off the record, but you always hear attendees say they learned a lot from it and want to come back (which means you should hurry if you’re going to register, because seats will run out quickly).

So if you’re a marketing executive in financial services, and you can get to New York on Feb. 7, come on out! Just visit finservrt.targetmarketingmag.com to register.

You’ll have a good time, you’ll meet interesting people, and you just might hear something that changes everything about how you do business.

I hope to see you there!