The best technological innovations of this decade in marketing and media involve the internet and social media. But they have not been fully embraced by healthcare marketers.
Adage recently published its “Book of Tens” which is a group of lists citing the best things of the decade. In the category of Best Tech Innovations in Media and Marketing, the majority of the items are some aspect of new media. Included in the list of the top ten are broadband penetration, search marketing, social media, iPhone, Twitter, Flash and open APIs. That’s 7 out of the ten!
Obviously, technology is changing the way marketing is done. It is changing the marketing landscape. It is requiring new strategies, new methods, and new tactics. It requires a new perspective. It engages consumers in ways never before imagined
But the fact is we healthcare marketers are hesitant or slow adopting these new technologies. There are many reasons for this. Some legitimate and some not so legitimate. Healthcare marketing is rarely if ever on the cutting age. And due to the nature of healthcare, it probably shouldn’t be out front. But it shouldn’t be pulling up the rear either.
The die is cast. Technology will not be reversed. Social engagement as a function of marketing will not change. Healthcare marketers must embrace new technologies and use them to promote and enhance their brand. Are we being responsive and even responsible marketers if we fail to utilize the best new technologies of the decade? In the least, healthcare marketers need to begin to explore and learn and experiment how these new technologies can be used effectively.
Who knows what technologies will appear in the new decade? As we enter a new one, lets make sure we take advantage of the best technologies of the last decade.
As someone who’s a health care consultant, I think the reason there’s a dearth of online marketing is because hospitals are behind the curve when it comes to looking for new services and providers online. For instance, I’m number one for a particular health care search term, and yet that term yields very few hits on a weekly basis. CFOs still want to see printed flyers and reports rather than going through someone’s website to see all that they have to offer. Until they and many other hospital personnel in management positions decide to join the 21st century, those providing the services have no real reason to try anything else.
Unfortunately you are correct. Healthcare lags behind other industries in the use of online marketing and the adoption of social media .
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[...] Filed under: 1 | Tags: h1n1, hand-washing, hcsm, healthcare it, rap, twitter Some might argue that healthcare is a decade behind in technology adoption, yet hospitals are flocking to social media more than ever before. As hospital Facebook pages and [...]
Well I hope not. Each marketer has to decide what works best in achieving their objectives. And among those should be new media/social media. Many hospitals are coming along with their adoption of new technologies but many are still dragging their feet. Some for very legitimate reasons and some not so legit.
Thanks for making this post, I really appreciate the input. Look foward to reading soon.
Antonietta,
Thanks for reading and thanks for the comments.
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