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Top 7 takeaways from HMPS 2023: embracing the future of healthcare marketing

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The Healthcare Marketing and Physician Strategies Summit (HMPS) 2023 was an incredible gathering of healthcare marketing and communications professionals, featuring insightful keynotes, thought-provoking panel discussions, and invaluable networking opportunities. With so much information to digest, we've summarized the top takeaways from HMPS 2023 to help you stay informed and inspired.

  1. 1. Harnessing the power of data

One of the key themes that emerged from HMPS 2023 was the importance of leveraging data in healthcare marketing. By tapping into robust data sources, healthcare marketers can better understand their target audience, measure campaign performance, and refine their strategies. In addition, the use of advanced analytics and artificial intelligence (AI) can help reveal hidden patterns and trends, empowering marketers to make more informed decisions and create more personalized experiences for patients and healthcare providers. Interestingly, there was a fair amount of attention paid to qualitative data. Refreshing!

  1. 2. Telehealth and digital health solutions aren’t going anywhere

The COVID-19 pandemic has accelerated the adoption of telehealth and digital health solutions, and HMPS 2023 highlighted the need for healthcare marketers to stay on top of this trend. Marketers must continue to promote the value and convenience of these services, and ensure that their brands are at the forefront of patients' minds when they seek remote care. Additionally, marketers should explore innovative ways to integrate digital health solutions into their marketing campaigns.

  1. 3. Content continues to reign supreme

Content marketing continues to be a critical component of successful healthcare marketing strategies. HMPS 2023 showcased various ways to create engaging, informative, and emotionally resonant content that speaks to the needs and concerns of patients and healthcare providers. From blog posts and articles to podcasts and videos, healthcare marketers should focus on crafting compelling stories that showcase their organization's expertise and demonstrate the value of their services.

  1. 4. Prioritizing patient experience

HMPS 2023 emphasized the importance of prioritizing patient experience in healthcare marketing. By understanding patients' needs, preferences, and expectations, marketers can create more effective campaigns that resonate with their target audience. Furthermore, enhancing patient experience goes beyond marketing campaigns, as organizations should strive to provide seamless, convenient, and personalized interactions across all touchpoints, from appointment scheduling to post-visit follow-ups.

  1. 5. Building authentic and trustworthy brands

In today's increasingly competitive healthcare landscape, building and maintaining trust is paramount. HMPS 2023 highlighted the importance of authenticity and transparency in healthcare marketing. By being open, honest, and consistent in their messaging, healthcare organizations can build strong relationships with patients and healthcare providers alike. This includes sharing both success stories and lessons learned, as well as actively engaging with their audience through social media and other digital channels.

  1. 6. Leveraging ChatGPT and Generative AI for enhanced engagement

Plenty of us were playing “ChatGPT Bingo” – this tech was mentioned so often across sessions. Speakers at HMPS 2023 hit home the growing importance of leveraging cutting-edge technologies like ChatGPT and generative AI in healthcare marketing. By incorporating these advanced tools, marketers can create highly personalized and engaging content, automate routine tasks, and offer real-time assistance to patients and healthcare providers.

ChatGPT and other generative AI models can be used to craft tailored content, such as blog posts, social media updates, and email newsletters, that cater to specific patient segments and address their unique needs. These tools can also help develop more targeted ad campaigns and improve SEO strategies, ultimately boosting brand visibility and engagement.

Additionally, integrating AI-powered chatbots into healthcare organizations' websites and mobile apps can greatly enhance the user experience. These chatbots can provide instant support, answer frequently asked questions, and guide patients through appointment scheduling, prescription refills, and more. By offering timely and accurate information, AI chatbots can foster trust and strengthen relationships between healthcare providers and their patients.

  1. 7. Embracing interdisciplinary cooperation for holistic healthcare marketing

HMPS 2023 also shed light on the significance of interdisciplinary cooperation in the realm of healthcare marketing. By fostering collaboration between different fields of expertise, healthcare organizations can develop comprehensive and holistic marketing strategies that address the complex challenges of today's healthcare landscape.

Interdisciplinary cooperation involves the integration of diverse perspectives, such as clinical expertise, data analytics, behavioral sciences, and marketing know-how. This collaborative approach can lead to innovative solutions that cater to patients' multifaceted needs, while also enhancing the effectiveness of marketing campaigns.

For instance, combining insights from medical professionals with marketing expertise can help organizations create content that is both informative and engaging, ensuring that it resonates with patients and healthcare providers alike. Similarly, partnering with data scientists can enable marketers to uncover valuable patterns and trends, leading to more targeted and impactful campaigns.

Moreover, interdisciplinary collaboration can extend beyond the confines of an organization, as healthcare marketers can also benefit from partnerships with external stakeholders, such as patient advocacy groups, research institutions, and technology providers. These collaborations can facilitate knowledge sharing, drive innovation, and ultimately improve the quality and reach of healthcare marketing initiatives.

In conclusion, HMPS 2023 showcased a wealth of knowledge, trends, and insights that healthcare marketers should consider when crafting their strategies.

Beth Cooper

Named one of the Top Women in Health IT to Know (2024) and Women Power Players to Watch (2022) by Becker's Hospital Reivew and Marketing Person of the Year by Health IT Marketing Community (2021), Beth Cooper, JD/MBA is the VP of Marketing and Sales of a multi-award winning top 10 Healthcare Marketing Agency. Over her accomplished career spanning two decades, Cooper has been the driving force behind numerous groundbreaking strategies, transforming businesses into market leaders and propelling their growth trajectories to uncharted heights. She is a strong advocate for the marriage of creative innovation with data-driven insights and leverages cutting-edge tools and methodologies to ensure the successful execution of global, paradigm-shifting omnichannel campaigns.


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