How To Continuously Reinvent Your Marketing Engagement

January 16, 2020
Linda MacCracken, senior principal at Accenture

Linda MacCracken, senior principal at Accenture

“As health marketing strategists, we find ourselves on a frantic pace to reinvent,” says Linda MacCracken, a senior principal at Accenture and SHCM board member. “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.”

Here’s an excerpt from MacCracken’s new article:

The emergence of new technologies requires us to reinvent our marketing engagement continuously. 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.

2. Commit to Hyper-relevance

Modify processes, people, and technology to be relevant — and stay relevant — by sensing and addressing customers’ changing needs. Leading-edge marketers recognize that customers are buying more through multichannel experiences than through a single channel, and that customers also expect brands to continuously innovate with more relevant products, services, and skills and adapt to their needs.

Reinvigorating the health experience to be on par with experiential competitors will be the new normal.

For the rest of MacCracken’s keys to excellence in 2020, read the full article now: Go Big or Go Home: 5 Trends to Embrace in 2020

Best regards,
Matt Humphrey

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