CEOs' View of Marketing: Cloudy with a Chance of Opportunity
The good news
Now if you're feeling down on yourself for assuming leadership values your team when these results hint that they might think of marketing as the black sheep of healthcare hierarchy—don’t. All signs point to CEOs needing marketing leadership’s help more than ever as they prepare to build their business and increase market share in the months and years ahead.
When we asked CEOs how they will fuel financial growth over the next five years, two of the top four responses directly relate to marketing. The top answers were expand outpatient services (71%), start or increase promising business lines or facilities (57%), launch a strategic marketing campaign for an existing market (46%), and launch a strategic marketing campaign for a new market (34%).
"This should be good news," Bevolo said. "Organizational leaders seem to be saying they're going to be turning to marketing to help move the organization forward."
Marketers may have a chance to jump in beyond marketing campaigns, too. In fact, more than 75% of marketing executive respondents say they are "sometimes" or "always" involved from the first stages of product or service development. And if you're not, try to get your foot in the product development door now—the practice is universal in the consumer marketing sphere and healthcare organizations are beginning to catch on.
Though some of these results are sobering, there is definitely opportunity out there for marketers who are willing to seize it.
Note: You can sign up to receive HealthLeaders Media Marketing Weekly, a free weekly e-newsletter that provides news and information tailored to the specific needs of community hospitals.
- The Secret to Physician Engagement? It's Not Better Pay
- Two-Midnight Rule Must be Fixed or Replaced, Say Providers
- Hospital Groups Strike Back at Hospital Rating Systems
- AHIP: Enormity of HIX Challenges Sinks In
- Don't Underestimate Emotional Intelligence
- 4 Reasons PCMH Principles Aren't Going Away
- Yale New Haven Health Partners with Tenet Healthcare in CT
- Evidence-Based Practice and Nursing Research: Avoiding Confusion
- Care Coordination Tough to Define, Measure
- SCOTUS Review of NC Board Case 'A Very Big Deal' to Providers