Why am I spending two days to attend a Digital Marketing Conference today in Seattle?
It’s mostly going to be attended by people from marketing, and most of the speakers are from the high-tech area.
So of what possible interest is this to a physician?
A lot.
Consider this.
Healthcare organizations tend to see generally see marketing as an entry in the “cost column”. It’s something they have to do, usually grudgingly, and mostly to protect brand. It’s also generally managed under the COO, a person who is acutely aware of the organization’s cost column.
Also, I think brand protection is the lens in which marketing consulting companies see healthcare – “let’s help them create a story, do a great video, and make people feel safe.”
Like it or not, from both perspectives, within the healthcare sector, digital marketing is mostly about brand.
This is a mistake.
I believe the principle focus of a healthcare organization’s Marketing Department shouldn’t be about brand protection, it should be about patient outcome.
Instead of being directed by the Chief Operating Officer, they should be directed by the Chief Medical Officer.
Their focus should be less about story, and rather about changing behavior. (Think about it – isn’t marketing all about changing behavior?)
Bottom line: I believe healthcare’s Marketing Departments have been culturally and historically muzzled. They aren’t allowed in the direct medical space – in the space which is the essence of a healthcare organization’s mission.
That’s the problem I am trying to solve – and that’s why I am going to this conference.