From accountable care to accountable healthcare marketing?

How would your efforts measure up to accountable healthcare marketing.

It would be similar to that of accountable care organizations (ACO’s). Ensuring that all of the parts work well together, and that better-organized is better for the patient, along with financial penalties or rewards that accrue to those organizations producing better outcomes.

In the case of accountable healthcare marketing, however, we’d be “accountable” to patients for the value of our marketing. Accountable for delivering “marketing that matters.”

Marketing that understands and responds to what your patients are really hungry for. That moves them forward by creating more (and distinctive) value and playing a more meaningful role in their lives – delivering personal growth, solutions to current problems and hope and optimism about the future. Marketing that is beyond exposure and attention, to delighting, inspiring, empowering and fulfilling.

Similar to ACO’s, accountable healthcare marketing would also be a two-way street. As you move communities and patients forward via your brand as a platform for their growth, they carry your brand forward and take your business to the next level. Today and into the future. This is your financial reward for producing better outcomes.

Here are three principles to start you on your way:

1) create marketing that in and of itself, through deeds rather than words, adds value to the lives of your communities and patients;

2) enables them, through you, to say something about themselves by reflecting their lifestyle or an attribute they want to express; and

3) unifies them, by giving them a way to act together and achieve something bigger than themselves.

Any thoughts you’d like to share?

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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