Resources from today's episode

• Who is the COVID-19 vaccine for?
• Why you should be looking closely at Optum's acquisition of Change Healthcare

Takeaways

We've changed ... now what?

• COVID-19 spurred new trends in how health systems deliver care, including the pace of play, focus on alignment, consumer attunement, and inclusive branding.
• Healthcare marketers should continue these trends into the future to maintain footing within our increasingly competitive industry.

4 trends here for the long haul

Pace of play:

• Healthcare marketing teams are now working at a new rate of speed, agility, and decision-making. We should continue to seek opportunities to improve agility.

Focus on alignment:

• Health systems have been focused on alignment between people, processes, and delivery, which has opened a “seat at the table” for marketers.
• In order to keep this seat, marketers must challenge themselves to do fewer things better whenever possible.

Consumer attunement:

• Consumers are first – a truth that’s never been clearer to our industry and the leaders within healthcare organizations.
• Use this time of enlightenment to reintroduce conversations about modernizing the patient experience and connected digital infrastructure to drive personalized marketing.

Inclusive Branding:

• Many organizations treat DEI like a mission trip – help a little and then return home. This behavior makes it hard for communities to trust that health systems have their well-being in mind.
• We must acknowledge that we can’t market ourselves to trust but must make a long-term commitment.