The one constant that healthcare marketers can count on is change. To be successful, healthcare marketing executives must continually adapt strategies, tactics, and resources to align with the national direction on healthcare.
In this article, Gabrielle DeTora, Principal of DeTora Consulting, discusses why hospital and health system marketing executives must look at the big picture in terms of how health care will evolve nationally in the coming years. Particular focus is placed on how Accountable Care Organizations, or ACOs, created under the Affordable Care Act, will require the entire healthcare system to work more collaboratively to improve patient outcomes and control costs across the entire healthcare continuum.
The article looks at specific ways healthcare marketers will need to work cross functionally to help their organizations be successful as the ACO model evolves further. Population Health Management (PHM) and the importance of using Customer Relationship Management (CRM) systems more effectively generate ROI are among the areas discussed. DeTora also outlines five critical steps hospital marketing leaders should take to get started.
This article, which was originally published in the December 2013 issue of Healthcare Marketing Report, is the second in a series of three stories the publication featured focusing on ACOs and the role of the marketer.