4 Steps to Implementing Marketing Technology Effectively

January 12, 2016: Brian Bierbaum, Senior Vice President of Client Solutions

Note: This is part of a full article that appeared in the November/December version of SHSMD’s “Spectrum” publication.
When implemented properly, technology systems can be transformative tools that help effectively manage and measure ongoing interactions with patients and other stakeholders. With so many technology options available today, it’s essential that healthcare organizations carefully consider their data strategy, marketing infrastructure and budget.

The decision process and implementation sequence of these technologies can greatly influence future success. Here are four steps to keep in mind when moving forward with implementation.

Determine what technologies best align with your organizational goals.

According to an Econsultancy survey, nearly eight in 10 client-based marketers reported they would be increasing digital marketing spending in 2015. The survey also indicated that healthcare organizations are investing in numerous technologies to address top priorities, including CRM, marketing analytics, optimization tools and email platforms.  
Since these technologies often have a long life span, determining what technologies are best is an iterative process that may take place over several years.  

Create a technology roadmap.

When you begin to make technology decisions or investments, consider forming a team of representatives from marketing, information systems, key clinical areas and administration to review existing technology assets and objectives. Discuss current unmet needs, platform advantages and potential costs across the entire organization.

Move forward and execute as a team. 

Validate and check each of your decisions against your organization’s strategic imperatives. Technology is constantly changing. Accept that your own technology plan will change as your organization changes as well.

Be well prepared for challenges. 

Not everything will go according to plan. Anticipate and respond to challenges as they come up—before, during and after implementation. According to eMarketer, executives worldwide identified the following as top technology challenges in 2015: security concerns; keeping pace with digital advancements; finding the right technology partners; and exploiting the potential of digital. Keep a watchful eye out for these types of challenges.

Check out our full article in SHSMD’s “Spectrum” here
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