Does anyone know what you do for a living?
September 21, 2011 2 Comments
By: Mike Milligan, President, Legato Marketing & Communications
I give up.
My Dad still doesn’t know how I earn a paycheck. But he is getting a little
closer. I’ve recently heard him explain, “Michael does those ads for hospitals.”
Then last night, when editing my 15-year-old daughter’s Language Arts paper, I discovered that she, too, doesn’t understand “what Dad does.” Within parenthesis she had written, “Dad, write here what you do.”
It made me start thinking about what many of our healthcare marketing clients face. There seems to be a trend in which senior management isn’t necessarily knowledgeable about what marketing pros do. In their minds (not all), the marketing department develops clever advertising, period. It’s not the fault of upper management that they don’t always understand marketing’s role. While It might be hard to swallow, quite frankly, it’s the fault of marketing to not make its role clear—its ability to increase patient volumes and profit.
Your leadership team might know your job description: produce the external and internal communications. But, don’t let yourself be limited by that vague description. Your role is much broader than that. Marketing pros are the drivers behind understanding the marketplace, the organization’s culture, available opportunities, and what targeted audiences expect with the goal of increasing awareness, patient volumes, and profits.
That means looking at all of the elements of what brand is. It’s everything from how employees answer the phones, what the signage looks like, how patients are treated at the front desk, how long it takes to get an appointment—every action, every experience a patient has is your brand.
And here’s the kicker. Don’t just talk about it, show the connection between all of these factors and the results they can have—or have had—on the organization. And don’t just identify problems, bring solutions. Show you are a problem solver—and a strategist—by thinking about what questions your senior leaders will have, and have answers ready. Show your leadership skills. By doing so, you educate others on the value of marketing—not by preaching—by doing.
My years of healthcare management experience have shown that as time goes on, your CEO and other leaders will have a completely new perspective on marketing. Sure, advertising still will play a clear role. But more important, marketing is so much broader. It’s strategic. It examines all the components of the sales process. It identifies barriers and overcomes them. It produces results. And that’s something your leadership team will understand clearly.
Billboards. They are all around us. But how many of them have you actually “seen?” For the most part, outdoor advertising is just visual noise, making it almost impossible to distinguish any one “note.”
