Here are six healthcare impact trends that will challenge marketers in the upcoming year.
Healthcare’s confluence of unknowns and erratic overtures coming out of Washington has stalled many healthcare biggest stakeholders-payer, provider, and pharma. Success in transformative, threatened markets requires companies to continually reassess strategic direction: anticipate and absorb change, generate situational-driven strategic insights, and act with deliberate speed. Healthcare leaders need to step back, ask tough questions, and manage through a new set of obstacles to capture opportunity.
For healthcare marketers it’s a time to rethink basic assumptions, challenge institutional bias, breakdown silos, and force debate around longstanding approaches to marketing. Tomorrow’s marketers will be healthcare orchestra leaders. They will help set strategic pillars, sequence strategic execution, and lead go-to-market implementation that is results-driven and measurable.
Following are six healthcare impact trends that will challenge marketers in the upcoming year.
Healthcare marketers have seen sweeping changes over the last few years. Gone are days where ‘product, price, place, and promotion’ is the ultimate marketing framework. As healthcare marketers face full-blown marketplace transformation, there’s a new priority: the need for marketing to have a power seat at the c-suite business strategy table. Why? 72% of CEOs believe the next three years will be more critical to their industry than the last 50 years-and the question is how many are ready, according to KPMG. Marketing can no longer take a functional or tactical focus, it has to expand its influence and integrate with leadership’s vision-driven corporate business strategy.
Lindsay R. Resnick, MHA, is executive vice president of Wunderman Health. He is a frequent blogger, author and speaker on trends in healthcare, insurance, marketing and business strategy. He can be reached at firstname.lastname@example.org and followed on Twitter @ResnickLR