Marketing in the New Consumer-Oriented World - An Interview with Tom Hileman

By: Caitlin Matsen  | 05/15/2019


In today’s consumer-focused world, healthcare marketers must learn to consider the entire patient lifecycle and how to provide more personalized, continuous consumer experiences for patients.

On May 22, our very own Tom Hileman will be speaking with Sue Omori, Executive Director of Marketing Account Services from the Cleveland Clinic, at the Forum for Healthcare Strategists. We sat down to talk with Tom about the forum, his topic and the continuously changing world of healthcare marketing. We sat down with Tom to hear more. 

 

So, how’d we get involved in this event?

I’ve attended the forum in previous years and I was impressed with the content, speakers and how well put together the event is. They do a nice job of speaking at a very strategic marketing level and providing both thought starters and thought leadership about what healthcare strategists should be thinking about and where the industry is going.

What is your topic?

“Marketing in the Brave New Consumer-Oriented World”. The key topics we’re discussing include the healthcare flywheel, what I call continuous patient engagement. What is often missed in healthcare, is we do lots of acquisition programs and nurture programs, but they’re very specific, instead of a holistic integrated engagement model. We’re also going to talk about a lot of the “well care” aspects of this and the difference between sick care and well care.

Why is this topic important to you?

Healthcare historically has not treated patients in a consumer friendly way. I think what we need to consider is taking the best aspects of the consumer world, the best from the brands we know and trust like Amazon, Netflix, and integrate those consumer aspects we take for granted into healthcare. This includes aspects like improved access, consumer personalization, and anticipating the needs of consumers with recommendations.

Tell us more about the ‘entire’ patient life cycle?

We came up with the concept of a healthcare marketing flywheel to represent the ‘entire’ patient life cycle and help visualize continuous patient engagement. The concept is about showing engagement with each patient over time and what stage they are in throughout their lifecycle. Learn more about our healthcare flywheel here.

Why should healthcare organizations care about well care?

The goal of a healthcare system is to keep people healthy. Well care is the idea of helping customers avoid and prevent illness through things like physicals and continuous health engagement. The idea is to keep people well as long as possible to help improve quality of life and avoid the continuous physical and monetary cost from recurring illness.

Tell us more about the history of healthcare and what lead you to consider the importance of the whole patient life cycle?

The history of healthcare marketing has been very specific and myopic, missing the whole picture of healthcare of patients. If we really want to take care of patients, marketing has to change and consider all stages of life for patients.

What would you like to see in the future of healthcare marketing?

I would like to see us meet the patients where they are, in terms of providing patients with the appropriate level of interaction around their health needs. I would like to be able to provide the content, information and access for patients to live healthy lives. 

You can learn more about the event here.

Thanks, Tom, as always, for your time!

 


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