Evolving Strategy in Health IT
Healthcare isn’t an industry known for rapid evolution. But information technology is. When the two come together, marketers find themselves on shifting sands. Multiple audiences. Service. Different priorities. Collaboration. New capabilities. Growth.
How does the map adjust over time?
The client
Industry: Healthcare IT nonprofit
Size: Thousands of professionals
serving millions of patients
Reach: Regional to national
The request
“I don’t know what I’m going to need you for, but I know I’m going to need you.”
So said a longtime colleague on her first week heading up marketing and communications at this pivotal health information exchange (HIE).
Can you work with me to make sense of all of this and figure out a plan forward?
The real issue
The company’s rapid evolution had collided with its labor-intensive marketing systems, making every update major and immediately outdated.
Marketing direction reflected board and executive input, without the benefit of quantitative user insights or a read on patient (read: public) opinion.
Over time, it also became clear that the organization is on the cutting edge of its industry, and needed to create nimble systems to support frequent pivots.
The work
I’ve worked with this client continuously for 10 years and counting, so these are the highlights so far.
Siena College Public Opinion Poll
Worked closely with marketing director and vendor to gain statistically significant data about openness to, and adoption of, HIE service
Guided shift in executive communications approach to reflect resulting understanding of public and provider values
Communications Modernization
Supported transition of annual report from magazine to scannable online content
Guiding website through organizational identity updates, from regional data consolidator to forward-thinking information interface
Most recently, began building templates, standard operating procedures, and modular systems to expedite campaign launches
Expanding Audiences + Messaging
From working closely with company leaders to effectively communicate with clinicians, I’ve accompanied the team in engaging:
Ancillary practitioners, such as EMTs and mental health professionals
Insurers and care managers
Population and public health analysts
State and federal health IT leaders
Peers, as potential technology licensees
Results to Date
Drove near-universal use of the HIE’s data and interfaces by healthcare providers in the region and beyond
Contributed to improving quality of care and reducing costs for millions of patients