Hospital Branding: It’s time for senior marketers to cure their Digitalitis

Hospital Branding: It’s time for senior marketers to cure their Digitalitis

You know the symptoms:  your ears hurt when your hospital’s branding team talks about digital marketing, your throat is sore when speaking to your media planner about re-marketing, your body aches when you click on your web page and see little continuity between it and your off-line communications.  All classic signs of Digitalitis – that nagging, uncomfortable, and sickly feeling that you’re not fully embracing the role of digital marketing and it’s causing bloating to your marketing budget and efforts. After recently attending a couple national hospital marketing conferences, I have learned that Digitalitis is more prevalent than expected.  Roundtable meetings and several discussions with leading brand thinkers in the hospital space reinforced that this condition is occurring even in the most sophisticated of healthcare organizations. Why the outbreak? Senior marketing professionals have grown up in an era of traditional, off-line media.  Where brand-building still means creating an emotional bond and a memorable experience with consumers.  Where “vanity” advertising and storytelling are front and center.  The quality and purity of messaging is a primary goal.  This tends to be a far cry from digital marketing, where the quantity of the message, analytics, clicks, and optimization are the primary goals.  Where warm images have been replaced by key words. Another cause of the Digitalitis outbreak is an unwillingness to keep up with the daily changes in the digital world.  From new social sites to behavioral marketing, the digital world is changing quickly and quite frankly, it’s scary and easy to ignore. Cost is another contributor to Digitalitis.  Most traditional off-line marketers understand the costs associated with media and production.  In the...
Subscribe to Our Newsletter
Sending
Real Time Web Analytics