I hear it often in B2B, “we have the hardest time explaining what we do, but as soon as our prospects SEE it, they’re blown away.” The immediate instinct is to push prospects straight to a demo or an in-person meeting. But when 73% of B2B leads are not sales-ready, that’s like going “all-in” before the flop in Texas Hold’em. Your prospects will fold immediately.
After helping judge the “Best Mobile Communications” category for the 2017 eHealthcare Leadership awards, White Rhino’s chief digital strategist Shawn Gross shared with me, “The industry is definitely on a curve of innovation.” But he was quick to follow that up, “there’s also a wide divide between what I would call true digital engagement and traditional marketing efforts.”
I recently sat down with Patrick Bender for the Hospital Marketing National podcast series to discuss how healthcare marketing is changing in response to a more digitally-savvy consumer. You can listen to the full conversation here (click on Episode 5) but below are some highlights from our conversation.
Healthcare Internet Conference recognizes White Rhino with three platinum hospital website awards
Bold, trailblazing and first-of-their-kind projects were recognized at this year's eHealthcare Strategy Leadership Awards. White Rhino is honored to have worked on three experiences that received platinum awards in their respective categories: Overlake Medical Center's Google-like search-based website, Regional Health System's material design-inspired card-based homepage and Ochsner Health System's patient-centric reimagined quality and safety digital assessment tool.
Last April I wrote that mobile and wearable technology will become integrated marketing program differentiators for hospital marketers by offering patient experience strategies that support both the sick and the healthy.
I’ve been talking a lot lately with Dan Greenwald, White Rhino CEO & Chief Creative Officer, about our perspectives on “what’s next” for the agency’s healthcare provider clients. Not the next SEM ad, new page of web content, email blast, microsite or magazine ad. A much deeper and farther-reaching conversation about the future of healthcare provider marketing.