Overheard at MarketingPulse 2018
Chief Medical Officer. CEO. CFO. CIO. Population Health Manager. Care Management Director. Health Navigator. Procurement Director.
Sounds like a list of target audiences on your message map, right? But far too often there’s one critical audience missing: the patient.
“We’re not a consumer company.” “They’re not our end user.” “They won’t ‘get’ our product, service, etc.”
Unfortunately, responses like these show how too many decisions are made. So, let’s change that.
Why it Works
As #HIMSSanity approaches, I’ve been thinking about successful programs we’ve run at the show. Brands that incorporate the patient perspective in their approach are instantly more believable and trustworthy.
One of my favorite (and most successful) HIMSS projects involved working with patient advocate and artist, Regina Holliday. If you don’t know who Regina is, you should. She’s the founder of the Walking Gallery, a group of more than 400 individuals who have their personal health stories painted on their coats by Regina and a team of artists. Regina works tirelessly to promote the patient voice in everything she does. Partnering with her was truly inspirational.
We invited Regina to paint in a client’s HIMSS booth, where she painted a canvas depicting the patient perspective, hosted a Walking Gallery meetup and joined an influencer roundtable. The results? More than 120 engagements with industry influencers, and 20+ pieces of unique coverage.
Find your Opportunity
It’s easy to get caught up in organising your booth and ensuring your event is flawless. Even a small amount of focus on including the patient perspective will move your business forward far more quickly.
Technology. Data. AI. Blockchain. Social Determinants. Precision Medicine. The Triple (or Quadruple?) Aim.
As you develop content programs around these topics, of course keep your buyer in mind, but don’t exclude the patient. Indeed, buyers are patients too. A little more compassion and understanding of the true end users in healthcare is never a bad thing.
In fact, we’ll soon be completing our survey of consumers and healthcare business decision-makers. This will enable us to draw powerful conclusions about how to reach them, where, and when. More on that as we get closer to the show.
Will you be at HIMSS18? If so, drop us a line. We’d love to connect onsite, discuss the trends we’re seeing, review our new data with you, and brainstorm ways to include the patient in communications.