Since the 18th Annual Healthcare Internet Conference concluded Wednesday afternoon November 5th, we’ve had time to reflect back on the event in Scottsdale. Including the Insights 2014 Client Conference on Sunday afternoon, it was a truly wonderful 3 ½ days!
Some highlights that come to my mind:
• The keynote speakers this year were spectacular! The diversity and quality of the speakers were great … from Paul Szablowski sharing his view from the fringe (and from the Ebola front) to Scott Stratten’s 75-minute hysterically funny rant on social media to Ross Bernstein’s non-stop talk on building championship teams to Andy Gradel’s practical take on building a digital budget — they were all special, informative and entertaining in their own ways.
• The number and variety of concurrent sessions kept the audiences involved and engaged.
• The Westin Kierland was a wonderful venue and conducive for both learning and informal networking. The evening bagpipers – playing at sunset – added to the fun. They were enchanting.
• Personally, I enjoyed all the interactivity and sharing. And meeting so many of you. Catching up with old friends and making new ones. That’s always the highlight for me.
There have been several blogs written about the conference already (from SiteWire, Avid Design and others) and below I share a few of their thoughts and take-aways:
- In order to be successful, you must start with your hospital’s “why” and define how it is different than your competitors. [Learning from the Fringe: Uncommon and Innovative Insights Come From Uncommon and Innovative Places. Paul Szablowski, Texas Health Resources.]
- Healthcare has a Net Promoter Score of 10.8. Lower than all industries except utilities, Internet service providers and cable companies. [Learning from The Fringe: Uncommon and Innovative Insights Come From Uncommon and Innovative Places. Paul Szablowski, Texas Health Resources.]
- Today, the average hospital spends 9% of its media budget on digital, while the average for other industries is 25%. [Digital “Shift” Happens: Making the Case to Turn Digital Dimes into Dollars. Andy Gradel, Main Line Health.]
- In a crisis, when “it” hits the fan, it isn’t time to hide behind the fan. Immediacy is key. You have to own it and engage. [UnMarketing. Stop Marketing, Start Engaging. Scott Stratten.] Or to say it another way: “Gotta be in the game with social media … an immediate response to a negative comment is the only way to diffuse the negative impression.”
- ‘Your brand is only as successful as the last person that influences a patient or consumer’s impression of it.
- Assess where you are then move in the right direction – review data and make adjustments for smarter ROI.
- “If you have a lot of employees saying dumb things on Twitter, you don’t have a social media problem, you have a hiring problem.” [Scott Stratten, Unmarketing]
- Patients, like consumers, have a choice – focus on positive user experiences to develop dynamic relationships.
- CRM is not just a tool, but a philosophy.
- “You can’t fake passion” [Ross Bernstein] And boy, was he passionate!
- Connect your digital footprint … integrate it all for stronger results.
- Think out of the box – look at non-healthcare industry consumer successes.
- Look at retail – specifically for convenience, value and giving what consumers want – and apply those principles to healthcare.
Lots of attendees took to Twitter to discuss their thoughts and take-aways. You can check out the entire Twitter stream by searching the #hcic14 hashtag. Here are three we liked a lot:
- https://twitter.com/chollomon/status/529740150679818240 (a little comic relief – ha!)
If you came to #hcic14 – thanks for attending and participating. We hope everyone learned a lot and had a great time. We at Greystone sure did. Don’t forget to mark your calendars for the 19th Annual HCIC – next November 9-11, 2015 – in Orlando!
We also want to send best wishes for a very Happy Thanksgiving to all. If you’re traveling during the holiday week, please take care and be safe.