‘Clarity and Control’: 3 Healthcare Marketing Leaders Reveal How to Grow Smarter, Not Louder

In healthcare, assumptions about growth often sound like this: If we build it, they will come. If we tell them how great we are, they will come. Even if it takes six months to get an appointment, they will come.

But growth in any business, including healthcare, comes from understanding the market, figuring out what customers want and need, and delivering a product or service that meets their expectations better than competitors.

Reed Smith, senior vice president and chief consumer officer at Ardent Health

In a recent eHealthcare Strategy & Trends webinar, three marketing leaders took the conversation about customer growth up a notch — from patient acquisition tactics and media spend to what should be the heart of effective strategies: clarity about whom to target, how, and when; customer-focused experience; and having the right access points.

“Strategy is about choices,” says Matt King, senior consultant, population intelligence at Definitive Healthcare. “Who are we really trying to reach? What kinds of patients or partners are we built to serve? Where should we grow? Where shouldn’t we grow? Those are really the strategy choices that you can control.”

Reed Smith, senior vice president and chief consumer officer at Ardent Health, comments, “I want to make sure I have the right access points and right ability to provide you with whatever services you need for yourself, your child, your parent that you’re taking care of in the communities that we serve.”

During his time at Piedmont Healthcare, Matt Gove, now chief growth officer at QuickMD, says, “I became more and more obsessed with this idea that as health systems we should be focusing on what our patients needed from us, and not what we need from them.”

Read on to learn how these successful marketers view the challenges and opportunities of growth, where to focus efforts, and how to grow smarter: Access, Experience, and Market Intelligence Drive Strategic Growth

Best regards,
Matt Humphrey
President