The 2024 Healthcare Marketing Olympics

While the industry tunes in, only two teams are competing for dominance.

The formidable, all-things-to-all people “Marketing Malpractice” contingent vs. the lesser-known surgical marketers in “Performance Marketing.”

They're big, brash, and risky in their ways and yet there isn’t insurance protection for either.

Leading the MarMal team are:

·???????? The Surgical Gods – those holier than thou demanding marketing support with a four-month capacity backup. No one gets by their goal efficiently.

·???????? The Heart Stompers – these players want dedicated marketing and sales support because they want more of everything. They expect you to strap on the big-boy pants and get it done.

·???????? The Billboard Spendthrifts – mostly tacticians, without a plan, but with rival obsession who want their brands and pictures plastered everywhere. A very expensive bunch.

The MarMal team are the solo sprinters. They spend resources on pretty pictures and energy too fast, without a clear plan, and wonder how and why nothing works for them.

An insane bunch that continues with the status quo thinking their prowess will finally win a glorious victory.

On the other side, the PerMar team are the marathoners with science and math in their corner along with a marketing analyst who sees the value of a long-term, data-driven strategy.

This group knows what their customers are actively looking for, and they orchestrate the game plan flawlessly time and again.

Leading the PerMar team are:

·???????? The Bread ‘n Butter Surgical Knights – Upfront they prepare marketing support with insight into their role (no pun intended). They know what patients fill their coffers as well as the support to orchestrate the plan.

·???????? The Ops-Finance Gurus – a vocal bench strength. These mates coordinate connecting the dots to the overall customer experience. Gaps along the journey are their special challenge with the biggest validation being a paved road to the revenue finish line.

·???????? The IT Pipe Fitters – The secret sauce for the PerMar team. They connect the data points that monitor targets, leads, engagement, conversion, and the science of the Moneyball win.

Performance Marketing is science and math.

Marketing aligns with business goals,

…Business goals drive marketing strategy,

…Marketing strategy targets tactically,

…Tactics drive conversions and revenue,

…Experience builds loyalty,

…Loyalty results in brand and demand strength.

The challenge is in every provider venue. Capacity issues abound in a growing chronic disease market while workforce shortages build pressure on the daily Olympics of caring for people.

A fragmented patient experience adds to the shortfall in the business goals and marketing strategy of any healthcare organization.

If Marketing is a given and a necessary component of brand strength and trust, then it must be accomplished smartly.

Performance marketing vs. Marketing Malpractice…I’ll take the Bread ‘n Butter Surgical Knights every time.

They are the catalysts to manage and drive growth in any healthcare marketing competition.

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