// By Susan Solomon //
Programmatic advertising. Demand-side platforms. Private marketplace auctions.* It seems that there’s a “new next thing” in marketing every day. How does a savvy healthcare marketer keep up with it all? While it may appear that staying informed could be a full-time job, here are a few shortcuts and tips from marketing colleagues that will help in keeping up with the times.
1. Read the marketing publications—Your first-grade teacher told you long ago that reading is fundamental for your future. That advice still applies when it comes to keeping up with marketing trends. This publication, of course, should be top on your list. A few other suggestions are Marketing Dive, Ad Age, and Marketingprofs.com. All of these are not specific to healthcare, which could be helpful in that you can often scan what’s down the road for the industry by learning about what’s new in other fields. Follow these publications on social media, as well. And don’t try to cram all the information in one sitting. A tip a day, or 30 minutes of learning each day, will yield at least one or two golden nuggets of information to make it worthwhile.
2. Follow opinion leaders—Just like following publications, subscribe to the social media accounts of top marketers. A few to follow: Apple’s Phil Schiller (tech trends); Beth Comstock of GE (great for innovation); Alex Bogusky of Crispin Porter and Bogusky (branding and marketing tech); and David Doctow of eBay (customer service and personalization). Also, don’t forget to check in with thought leaders such as author Malcolm Gladwell and Harvard professor Michael E. Porter from time to time.
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