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#SHSMD17 in 17 Tweets – Perspectives on Healthcare Marketing

Posted on October 4, 2017 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

The AHA’s Society for Healthcare Strategists and Marketing Development recently held its annual conference – SHSMD17 – in Orlando Florida. For three full days, 1,500 attendees shared ideas and traded insights on the latest trends healthcare marketing trends. The 60+ concurrent sessions covered a variety of topics including:

  • Developing online support groups for patients
  • Successful blog-driven content marketing
  • Media relationships
  • Communication and preparedness during a crisis
  • Chatbots
  • Consumerism

For daily summaries of SHSMD17, check out these Day 1, Day 2 and Day 3 blogs. As well see this blog on the release of SHSMD’s Bridging Worlds 2.0 report during the conference.

If I had to pick an overall theme for SHSMD17 it would have to be “perspective”. The four keynote speakers and many of the session presenters urged the audience to break out of our boxes in order to truly “see” healthcare from multiple viewpoints – including patients, clinicians and government. Only by putting ourselves into the shoes of healthcare’s various stakeholders can we create effective marketing campaigns and hospital programs.

During the conference, there was a lot of live-tweeting and there were many conversations happening via social media with people who were not in attendance. I thought it would be fun to highlight 17 tweets from SHSMD17.

Here goes.

Fun SHSMD17 Tweets

 

Myth: Healthcare Is Different From Other Industries

Posted on May 5, 2017 I Written By

John Lynn is the Founder of the HealthcareScene.com blog network which currently consists of 10 blogs containing over 8000 articles with John having written over 4000 of the articles himself. These EMR and Healthcare IT related articles have been viewed over 16 million times. John also manages Healthcare IT Central and Healthcare IT Today, the leading career Health IT job board and blog. John is co-founder of InfluentialNetworks.com and Physia.com. John is highly involved in social media, and in addition to his blogs can also be found on Twitter: @techguy and @ehrandhit and LinkedIn.

If you don’t follow David Chou on Twitter, then you’re missing out on some really great content. This is particularly true if you’re a healthcare leader. A good example of this was the following tweet that David shared:

The topic of whether healthcare is different from other industries is an important one that’s worth discussing. The chart above and the research by McKinsey&Company would suggest that healthcare isn’t all that different from other industries. However, I think there’s a nuance in their reality check.

The nuance is that healthcare have similar expectations of healthcare as they do with other non-healthcare companies. However, that doesn’t assume that healthcare consumers act the same as they do in other industries.

There are great examples of this. When you’re in the back of an ambulance after a heart attack, you’re not acting like much of a consumer. They’re taking you to the hospital of their choice and you’re going to largely get the care that the ED feels you need. In what other industry does this occur? There are other examples like elective procedures in healthcare that are very much an experience like other industries.

What the study illustrated above does teach us is that even if the consumer decision making process in healthcare is different, there are core expectations that we have regardless of how we chose to interact with the healthcare system or not. There are some universal tenants and expectations that healthcare should remember:

  • Providing great customer service
  • Delivering on expectations
  • Making life easier
  • Offering great value

I’ve started to see more and more healthcare organizations worry about these tenants of a great patient experience. When you see it broken out like the above, it sounds so simple. Implementing the ideas can be amazingly tricky. However, this is exactly where I see healthcare headed.