We only have less than two years left before full implementation of healthcare reform in 2014. Yet there are still a lot of uncertainty and debate going on. The only certain thing is that healthcare is in a fundamental transformation process. The changes are bound to affect everything and everyone in the industry, including marketers engaged in medical lead generation.
To help you avoid being caught underprepared for these changes, here are a few things to think about when formulating your marketing plan and strategies.
Consider your branding approach. Among the chief aims of healthcare reform is to combine fragmented health service providers into integrated delivery systems called Accountable Care Organizations (ACO). This arrangement leads toward new branding challenges not only for hospitals and other healthcare providers but for all companies doing business in some way in the industry. You need to rethink the underlying value that your brand represents. This idea will greatly influence your medical lead generation efforts in the years to come.
Reexamine the way you plan. With the reshaping of your brand comes the reexamination of your marketing plan and planning approach. Clearly, healthcare companies which thrive in changing times are those who quickly adapt and readapt through dynamic planning. In this regard, you may need to reconsider your target segment, healthcare pricing, marketing budget, and promotion tactics. You have to gain insights from stakeholders in the healthcare industry to adjust your plan accordingly.
Focus on marketing intelligence. Without information, your marketing efforts or even your business itself is as good as likely to fail. You have to examine whether your marketing and business intelligence systems are fine-tuned to provide quality insight for making decisions. Do you have the ability to determine which aspects are contributing to growth and profitability? Specifically, your medical lead generation campaign needs to have all the necessary tools to measure, manage, and improve your results.
The year 2014 is fast approaching. By that time, your healthcare marketing systems should have been reengineered to adequately meet the demands of the new environment under the healthcare reform. If you have not started realigning your marketing means toward this end, now is the best time to begin doing so.