Looking at Population Health Through a Marketing Lens
“Population health is a hot topic in our industry,” says Susan Dubuque of ndp. “But let’s be honest. As health care marketing professionals, we may have a difficult time getting our heads around this complex, multifaceted concept. There is lack of clarity about even the most basic issues like:
- What is population health?
- Who is responsible for community health?
- What is marketing’s role in population health initiatives?
“For the past five years, I’ve been conducting research, writing, speaking, and teaching about a variety of population health topics. Two years ago, I investigated consumer perceptions of community health improvement. Recently, I had the opportunity to collaborate with Strategic Health Care Marketing to survey our fellow health care marketers. Our study objective was to understand the state of population health through a marketing lens.
“While the sample size for the survey is relatively small (55 participants), the findings offer valuable insights. Results are reported quantitatively to show direction and weight but might be more accurately viewed as qualitative — similar to the findings of six or seven focus groups.”
In Dubuque’s new story, she shares some key findings of the research. It’s clear that marketers have a unique opportunity to step up and play an important role in population health initiatives.
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