Go Big or Go Home: 5 Trends to Embrace in 2020
// By Linda MacCracken //
As health marketing strategists, we find ourselves on a frantic pace to reinvent. The new mantra for 2020 is to find, reach, and engage a higher purpose — that of unleashing trapped value. Trapped value is the common challenge where digital and related technologies are creating value faster than companies can absorb it. It calls on us to commit to Go Big or Go Home.
The emergence of new technologies requires us to reinvent our marketing engagement continuously. Highlights from Pivot to the Future inspire opportunities for your action list in 2020. Shifting into new business activities with speed and confidence presents significant challenges. But the right advance work can make a world of difference, since the future won’t wait.
1. Go Inclusive
Drive a high net promoter score (NPS) as an inclusive team sport that marketing can lead. NPS, used to gauge the loyalty of customer relationships and correlated with revenue growth, has three unique drivers, based on Accenture research:
- Physician Services — managed by the provider team
- Appointment Scheduling — managed by operations and the contact center
- Provider Finding — managed by marketing
Marketing teams are in a great position to participate in or proactively establish cross-functional teams to work on NPS improvement. Imagineering and lessons from all team members are vital to improving patient experience, which has a direct impact on NPS scores. If you want to go fast, go alone. If you want to go far, work with a team.
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