3 healthcare marketing execs share best lessons they’ve learned from campaign duds

Editors note: Responses have actually been gently edited for clearness and length.

Here, 3 healthcare marketing leaders share the most valuable lesson theyve ever gained from an unsuccessful project.

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Don Stanziano, chief marketing and communications officer at Geisinger Health (Danville, Pa.): The most important lesson Ive found out from an unsuccessful project is to take the time to consist of the voice of the consumer and test creative. Creative can be really subjective, and while imaginative groups and agencies like to press the envelope in an effort to be intriguing and various, in the end the best projects connect with their desired audience on an emotional level. William Koleszar, primary marketing officer of National Spine and Pain Centers (Rockville, Md.): Human nature is a powerful force. Its an essential lesson that goes far beyond marketing!

Katie Adams –
Monday, October 19th, 2020
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Suzanne Hendery, chief marketing and consumer officer at Renown Health (Reno, Nev.): Ive learned 2 essential lessons. The first is to never launch a campaign you havent checked first with the designated audience to be sure it resonates with them, moves them to action and leaves them with a positive impression..

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Health cares top marketing executives rose to their positions by continuously reviewing their own experience in their field– analyzing what clients respond well to, what they do not and why.

The 2nd is to always consult internal stakeholders– financing, handled care, the call center and the location that is being promoted– to be sure that operationally, they are all helpful and all set to deliver on the promise or expectation you are now setting with consumers. Call the number and log in to the website to be sure all works efficiently prior to launch, and make certain you know who is tracking the outcomes so you can monitor efficiency..

William Koleszar, chief marketing officer of National Spine and Pain Centers (Rockville, Md.): Human nature is a formidable force. Dont bet against it, or you will generally come up short. Indeed, its an important lesson that goes far beyond marketing!

Don Stanziano, primary marketing and interactions officer at Geisinger Health (Danville, Pa.): The most important lesson Ive gained from an unsuccessful project is to put in the time to include the voice of the client and test innovative. Creative can be extremely subjective, and while creative groups and firms like to press the envelope in an attempt to be different and intriguing, in the end the very best campaigns get in touch with their desired audience on an emotional level. Its simple in the rush to hit deadlines to faster way consumer screening, however that is risky. Because it didnt check well, we recently pulled a project. The danger of doing harm to the brand and setting us back was higher than going into market later on than planned..