Ask the Expert: From E-Greetings to E-Healthcare
According to Scott, there’s a lot of overlap between e-commerce and healthcare marketing:
“At American Greetings [my whole job was about] seeing how many subscribers turned into paying customers. All of our campaigns had metrics like cost per subscriber, revenue generated, and lifetime value. So the reason I was brought to the Clinic was to use analytics to track and measure and see if we were getting patients as a result of our campaigns.”
Was it a challenge getting up to speed in the world of healthcare? Absolutely, he notes.
“The learning curve was pretty steep when I first started. I didn’t have any background in healthcare so I spent a lot of time meeting with our individual service lines and trying to learn as much as I could about their challenges and what they were trying to accomplish.
“Healthcare is very different compared to what I was doing before with singing birthday e-cards or selling office supplies. It’s really kind of night and day. Learning about the conditions, learning about the amount of time it takes for a person to become a patient—you need to take that time initially to really to listen and ask questions more than driving what they’re doing right out of the gate.”
To learn how Scott gained trust at Cleveland Clinic, the unexpected challenges he faced in his new post, and the biggest lessons he’s learned, read the full interview now: How Does a Digital Marketer Transition from E-commerce to Healthcare?