Day 2

Day 2

Endeavor Management Endeavor Management

Endeavor Management

We help organizations grow revenue and improve enterprise performance. What's your endeavor?

Published Apr 19, 2024
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(Thursday, April 18th)

I'm glad I wore comfortable shoes today. The sessions and keynote presentations voiced concerns about the appropriateness of traditional approaches to understanding patient experience, the future and present state of healthcare marketing and the need for a fresh perspective on search engine optimization in the context of generative search. We have a lot of work to do!

My key takeaways included...

  • The importance of relationships for the CMO. Relationships with CEO, COO and CFO. And the need to "market" marketing internally; explain what we do.
  • It can be done! Representatives from Banner Health shared a very impressive three year journey to migrate to centralized appointment scheduling including financial clearance. They showed that digital marketing can lead the way on call center development and online appointment scheduling.
  • Forget most of what you learned in business school. The new strategy is ENERGY.
  • Patients are not consumers. Consumers have choice and consumers have price transparency. Patients have neither of those.
  • You cannot nudge if you have sludge. Operational system readiness is critical to marketing success.
  • I'll be sad to say goodbye tomorrow...

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Endeavor Management

8mo

“You cannot nudge if you have sludge.” Operational system readiness is critical to marketing success. This is so true and so misunderstood by many key stakeholders!

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Marcos Irigaray

Executive in Residence @ Endeavor Management | Principal and Founder @ Marka Strategy Group | Strategy, Brand, Marketing, & Analytics Expertise

8mo

Another terrific summary, and Thank You! I would suggest that patients are not customers but are still consumers because they consume regardless of price transparency and choice. The customer who's making the purchase or exchange has to deal with a lack of choice and transparent pricing.

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