A quick listicle from #HMPS18

Fresh from the hospital and physician marketing conference in Salt Lake City, thought I would take a moment to recap some of my key takeaways from this year's summit. Overall, an excellent conference and kudos to the staff at the Forum for Healthcare Strategists for always raising the bar on venue and content. 

• From the Keynotes - first, and most obvious from this title, is that nobody reads articles anymore. We skim "listicles. A few comments and five or six key bullets. That's it, move on - hence the title of this listicle. Other keynote speakers takeaways included 1) Find your "inner" net - meaning take a break during the day from online activities and breathe. Manage yourself and your emails. Om! 2) Brands need to "think, say, and do." Simply, fulfill your brand promise in messaging, causes, actions, and behaviors. Heard this before, but using Starbucks as an example relative to its recent press brought this point home. 3) Brands appeal to people, not target audiences. And people are so different in many ways beyond demographics, ethnicity, gender, and generation.  For example, McDonald's is putting kiosks into its stores so customers can customize their order. A tasty example of a long-term trend impacting every business and industry. 
• The funnel has been turned upside down and health systems need to win at the top. Ten years ago, surgery, tertiary care and quatinary care were at the top of the funnel. Today, education, wellness, and diagnostics are at the top and this is where Amazon is playing.
• “Marketing that lasts” includes both marketers (their jobs) and campaigns. Lots of pressure on both. I facilitated this group and learned that half the attendees do not have access to the overall strategic plan of the organization. What?  How can marketers know they are contributing to the core growth goals and success of the enterprise if they are in the dark? Key point made by panelists – insist on knowing the big picture or you cannot promise, nor prove, success. Marketers have to up their game and integrate financials and strategic planning. Make these departments your new allies. Be proactive!
• Mergers and partnerships are the new normal among hospitals and health systems. This trend brings an amazing amount of thought and strategy as organizations balance equity, reputation, and strategic branding considerations. My advice, let research and your consumers be your guide, not a strategic plan created by senior leadership.
• Urgent care is here to stay. From the days of “Docs in a box,” these business enterprises are growing and consolidating – and being fueled by large private equity groups, retail players, and health systems. Why? Scarcity of time and patience in our world. Especially among Millenials who want to book their appointment on-line, show up, be treated, and get out. This goes for all people who don't have, nor want, an ongoing relationship with a physician. Want to see one at the urgent care, there's a room for virtual health where you can converse with a physician via a screen. Urgent care is a microcosm for where the entire industry is heading.
• Yes, digital and technology are in every conversation. The alphabet is endless; CRM, CPA, ROI, CTR, EMR, AI, ETC. Key to all of it is this nugget: Like Steve Jobs preached, technology needs to serve a customer purpose, experience, and need. You have to learn what it is first, and create products and technology second.

There were many more great topics and sessions, many of which I didn’t have the opportunity to attend. If you did, and want to keep this listicle growing, have at it. But, let’s not make it too long, or nobody is going to read it.

See you next year at #HMPS19 in my hometown of Chicago!