Health and Wellness

A Few Thoughts on Healthcare Marketing Amid Neverending Brand Crises

Headshot of Michael Crawford
By Michael Crawford

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Today’s news cycle operates at breathtaking speed. Headline after headline shoves its way into the spotlight and then is forgotten almost as quickly. So what does it mean for healthcare marketing when every refresh of the web browser seems to include another story related to healthcare?

Poor healthcare access. Astronomical health insurance premiums. Surprise bills.Medicare for All. Single Payer. Universal coverage. The list of healthcare grievances and proposed solutions goes on and on. The near-constant presence of these stories indicates a level of societal frustration that should worry all of us who work in healthcare.

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Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

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