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Dec. 24, 2008 at 11:37am
Satisfying the little guy
Posted by Shari Campbell in Planning and Strategy
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“Ughhh. Those guys from diagnostic imaging are driving me nuts! They want me to provide the same level of marketing support that I offer to our heart center,” a hospital marketing director complained to me recently.
Clearly, there’s no easy answer. But I share a few ideas from my past gigs as a hospital marketing director and some lessons I’ve learned from colleagues and clients alike:
Create a plan you can both live with. One of the biggest mistakes I’ve made in past lives – and it’s a common one for busy hospital marketing folks – is to dole out resources based on the squeaky wheel approach. Taking the time to map out a reasonable, negotiated plan, even with the small departments or service lines, can go a long way in managing expectations.
Rely more on technology. JayRay recently worked with the gurus at SiteCrafting to update our Web site. One of my favorite features is its content management system. Page layout templates, predetermined fonts and user friendly features throughout make it easy for anyone in our firm to create a new client case study or publish a blog. Even me!
And I’m still a huge fan of CPM Marketing Group in Madison, WI. What’s not to like about a system that sends monthly postcards to your physicians’ patients who are late for their annual physical or mammogram?
Technology allows others to easily assist you with marketing and reduces the workload of your busy department.
Develop templates. When one of our small nonprofit clients struggled to support the needs of multiple departments and multiple deadlines, we suggested she give up – control, that is. After she identified the top 10 requests – and a few other things that caused her heartache – we developed a series of templates in Microsoft Publisher. Event fliers, posters, banners, internal signage, sales collateral and more are now available to staff in branded, marketing approved templates.
While it’s impossible to eliminate all the challenges of too much work, these simple steps can help you focus on the most strategic and valued projects – and help your staff avoid burnout.
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