Health and Wellness

Healthcare Marketers Live in Multiple Worlds — Leverage That Insight

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By Michael Crawford

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As healthcare marketers, you live in multiple worlds. Of course you are a professional. But every time you go to the doctor, you’re a healthcare consumer. And while your employer provides care to tens of thousands of people each year, it’s also one of the largest purchasers of health insurance coverage in your market.

These multiple perspectives can be a strength as you build bridges among your audiences. Or they may frustrate you, because it adds nuance and complexity to the task at hand.

Let’s

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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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