For hospital marketers, it’s time to hit the books. From healthcare digital marketing strategies to current healthcare trends, these five books are the building blocks of a successful healthcare marketing strategy.
1. “Youtility: Why Smart Marketing Is About Help Not Hype”
By Jay Baer
Published in 2013, this New York Times bestseller has been favorably compared to the seminal marketing works “How to Win Friends and Influence People” and “Positioning: The Battle for Your Mind.” While this is a book that covers general marketing strategies, the principles are easily applicable to healthcare marketing. Baer’s message is simple: Marketers should provide useful information to customers. This book shows marketers how to create content that offers value and “Youtility” to potential customers. For healthcare marketers, the strategies outlined in this book are particularly relevant, and many of the world’s leading companies have already successfully adopted Baer’s marketing strategies.
2. “The Patient Will See You Now: The Future of Medicine is in Your Hands”
By Eric Topol
This powerful book is less of a marketing guide book and more of a glimpse into the future of medicine. The author discusses the future of healthcare and technology, likening the current technological climate as the “Gutenberg” moment for medicine. Just as the printing press revolutionized information, the Internet is revolutionizing the practice of medicine. While, this isn’t, per se, a marketing guide, understanding the future of healthcare is essential for identifying marketing opportunities. This compelling read will open your mind to the complicated and fascinating world of digitized medicine.
3. “Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment”
By Eric Greenberg and Alexander Kates
One of the greatest advantages of digital marketing is that you can effectively measure what works—if you know how. This books is a primer on not only how to get started with digital and social media marketing, but also shows the readers tangible ways to measure your success and improve your results. It may be a cliché, but it all comes down to ROI—return on investment. This book will provide the basic knowledge you need to quantify your results and build on your success.
4. In Search of Good Medicine: Hospital Marketing Strategies to Engage Healthcare Consumers
By Mark D. Shipley
While many books discuss broad marketing tactics, this book delves deep into the many issues specifically facing hospital marketers. Mark discusses the changing nature of healthcare, the new ways patients are making healthcare decisions, and the ways hospitals can appeal to this new breed of patient. Praised by hospital marketers and executives alike, this book provides an in-depth examination of the unique challenges facing today’s healthcare marketers and provides practical solutions.
5. “No B.S. Guide to Marketing to Leading Edge Boomers & Seniors: The Ultimate No Holds Barred Take No Prisoners Roadmap to the Money”
By Dan S. Kennedy
This book provides excellent insight into the buying preferences and spending patterns of a population critical to the healthcare industry—the Boomers. Understanding this rapidly growing demographic—about 10,000 people will become Medicare-eligible every day for the next 20 years—could be the key to healthcare marketing success.
Let us know your thoughts and any other books that are a must read for healthcare marketing professionals.