This idea that healthcare is doing digital marketing is absurd.
Hospitals and health systems are just doing marketing. The execution may be digital, it may be traditional. And the weight of one or the other will be based on whom you’re trying to communicate with and your goals and resources. But it’s all just marketing.
It’s not that we shouldn’t have subject matter expertise within a hospital marcom department. But we’ve talked too much about digital versus traditional. We should focus on what we’re doing – trying to communicate in the most effective way to protect our audience and our patients– rather than making too big of a deal about how we’re doing it.