Expert’s Corner: The Reinvention of Healthcare Marketing

June 12th, 2014

Expert’s Corner with Michael Jackson, Adobe Systems: The Reinvention of Healthcare Marketing

In anticipation of The 14th Annual Healthcare Summit, Reboot is excited to present “Expert’s Corner”, a series of blog posts featuring a number of outstanding companies and industry leaders that are participating in #HealthSummit14, happening later this month in Kelowna, BC. Read on for a glimpse of what Adobe Systems has planned for shaping the future of healthcare in Canada…

Opportunity in Disruption

With multiple transformational shifts occurring all at once, a perfect storm is brewing that could change the ways citizens throughout North America will access their healthcare providers, services, and even information.  It is ironic, however, that navigating through many of these changes will seem increasingly familiar as innovative healthcare enterprises start to deliver experiences that resonate uniquely with each of their newly empowered customers.

The market changes in Canada, which include a new focus on shared services, cost shifting to the private sector and legislative updates, are also expected to result in more service requests, claims processing, and secure communications between stakeholders. ReinventionHealthCareMarketing


Previously, I wrote about the benefits of customer journey mapping as healthcare organizations strive to be relevant. Each step in a customer’s journey provides a critical opportunity for providers to better understand and serve her unique needs and motivators.

Similarly, from the enterprise perspective, there are incremental steps for agile healthcare marketers to consider in order to drive results in this new market and emerge as leaders of the pack.

Here, I’ll share my “High 5” or five of the top trends I saw emerge while working with healthcare leaders in both private and public sectors:

1. Asset Management


 Immersive digital experiences begin with the creation and management of content to be presented.  Advanced metadata management and automatic renditions are powerful tools that are popular among many content creators.

But innovators set themselves apart by doing more than simply categorizing and storing assets until they’re needed. By building intuitive workflows around all assets, including dynamic images and video, healthcare marketers can collaborate on projects across diverse regions with various languages and regulatory requirements.  The result is consistent branding that supports compliance audits, with localized messaging that resonates with intended audiences across every channel and device.

The Boehringer Ingelheim case study serves as an example of how content creators and marketers can accomplish amazing things globally with their assets.

2. Personalized Engagement


According to Forrester Research, “As the age of the customer arrives, all focus shifts to the systems of engagement.” And healthcare leaders couldn’t agree more, particularly as it relates to personalized campaigns, outreach, and dissemination of information.

In our digital world, where the signal to noise ratio can be staggering at times (resulting in higher customer acquisition costs), personalized engagement quickly establishes an organization’s relevance and extends its reach. By minimizing the number of clicks or taps that a user is forced to endure while searching for specific content or health data, healthcare organizations can drive participation while earning customer loyalty. Otherwise, customers will likely turn to more costly channels to access the same services.

Healthcare marketers are increasingly turning to technology solutions that effectively assess data known about any visitor (geographic, demographic, behavioral, etc), then leverage that insight to assemble and deliver the appropriate content across channels to garner the desired response… in real-time

3. Enterprise Efficiency

One of the most overlooked opportunities for healthcare marketers to positively impact their business is the optimization of business workflows related to serving patients and other stakeholders.



That’s because many marketers are focused primarily on the segments of a customer’s journey leading up to conversion, and processes occurring afterward may be left solely to IT or other functional roles in the business unit.  However, critical contributing factors to a new customer’s satisfaction, as well as an organization’s competitive differentiation, are often based on her first interactions after conversion- as an actual customer.

Since 85% of all business processes start with a form, and at least half of those customer requests are expected to initiate from a mobile device, there is no wonder why the lines between front-facing engagement and back office efficiency are beginning to blur.

Such is the case at Veterans Affairs Canada, where Adobe Experience Manager Forms (powered by Adobe LiveCycle) helps maintain a transparent and efficient digital workflow for veterans’ health claims and their related business processes.

“Veterans Affairs Canada: Modernizing Benefits Administration”:

Join me and the Adobe Public Sector Team at the 14th Annual Healthcare Summit in Kelowna, BC where I’ll continue exploring the “High 5” as part of an industry expert panel on “Personalized Medicine: Supporting the Health and Well Being of Citizens.”

Adobe Systems is a sponsor of The 14th Annual Healthcare Summit. 

This post is part of Reboot Communications’ “Expert’s Corner” series. The 14th Annual Healthcare Summit is happening on June 26-27, 2014, in Kelowna, BC. Find out how you can get involved here

Michael B. Jackson - Director, Healthcare / Public Sector Strategy, Adobe Systems

Michael Jackson is an inspiring technology strategist who brings over 15 years’ experience helping organizations of all sizes break through conventional barriers to operational effectiveness. A popular speaker, Mr. Jackson has been invited to present at conferences throughout North America on the roles of applied technology in private and public sector enterprises. As Director of […]