5 Key Dynamics for Health Care Marketers in 2019

Linda MacCracken, senior principal at Accenture

“In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.”

In our new article, Linda MacCracken, senior principal, customer engagement at Accenture Health, and Strategic Health Care Marketing Editorial Advisory Board member, frames the trends for 2019 around five questions:

• Who co-owns patient engagement with my team?
• How can we get more consumers enrolled in population health plans?
• What is our reported ROI metric?
• How will we partner more deeply with IT to align and leverage our marketing tech stack?
• How do we compete with new competitors coming for our business?

Here’s an excerpt:

There is good news and bad news [relating to patient engagement]. The good news is that more players in health systems feel accountable for patient engagement — ranging from clinical and service-line leaders to newer players like CTOs charged with overseeing the EMR.

Chief marketing officer (CMO) expertise and understanding of prospects and patients for acquisition put this right on the marketing agenda. But rather than awaiting the inevitable food fight during budget season, a faster path to shared resource investment and accountability is collaborative discussions and efforts to co-own engagement results.

CMOs with greater comfort in this area are approaching collaborative conversations by acknowledging partners’ insights and teasing how marketing resources and insights can help achieve targeted outcomes.

Read the full article now: Position Your Health System for Success in 2019

Best regards,
Matt Humphrey
President