CHPRMS 51st Annual Conference: Navigating Change

It can sometimes seem like healthcare marketing leaders are tasked with the impossible. Despite shrinking budgets and fierce competition, faith in the power of marketing to sway consumer opinion and foster growth has perhaps never been greater. In order to manage these expectations, marketing leaders must be prepared to meet the challenges of the moment head-on through a clear understanding of the pressures shaping the market of the future.
In this talk, I will explore three trends I consider most salient for today’s leadership: new and disruptive companies now entering the healthcare space, reshaping the dynamics of market power and putting considerable pressure on incumbents; changing consumer expectations and sentiments about what healthcare can and should deliver; and the evolving role of technology (and particularly artificial intelligence) within marketing teams and consumer outreach. These factors are not only redefining the role and scope of the marketing function within healthcare organizations, but changing the makeup of marketing teams, impacting how marketing interacts with other business functions, and resetting expectations for success.
Understanding and navigating these changes will prove essential as pressure continues to be placed on marketing to further growth goals in a time of considerable financial pressure. By coupling broad insights into these trends with concrete tactical guidance, I hope to help today’s leaders stay ahead of the curve.