By Melinda Scruggs Gales, Guest Blogger | 7.18.16
There’s lots to love about Nashville. Most of all, we like the many ways to expand your mind, not just your waistline (check out Nashville’s culinary kudos here).
You can’t be everywhere, so we’re serving up nourishment from five healthcare industry events you may have missed. On our menu: Meat & Three, plus Sweet Ice Tea.
Health:Further Quarterly (5/10)
Focus on Interoperability with Jumpstart Foundry, Vanderbilt University, Health System Partnerships, Octovis, Virsys12, and more. To transform healthcare, focus on each patient (customer) as an individual.
We need faster and more affordable ways to connect and use the vast field of existing data in medical equipment, Electronic Health Records (EHR), DNA, insurance claims and more. Accessibility meeting clear standards in a single source of protected digital truth – this is true interoperability.
Quote of the day: “Government sets the floor (through policy), not the bar (our processes) – aim higher.” – Anita Summarth/@ClinovationsGov
Take-a-way: If you’re only striving to achieve compliance, you’ll miss the opportunity to lead.
American Marketing Association (Nashville – #NAMA) Healthcare Special Interest Group (5/10)
Searching for the Elusive ROI with Lewis Communications, Alliance Oncology, LifePoint Health and The Tennessean. With healthcare payments shifting from volume to value, it’s critical to clearly identify what needs to be measured before you start tracking data or you’ll end up with numbers, not data, for decisions.
Quote of the day: “Patients (customers) arrive at your door daily for a number of reasons, be sure you ask them why (gather qualitative or ‘unstructured’ data) and combine that with standardized check boxes (quantitative or ‘structured’).” –Susan Polier, Alliance Oncology
Take-a-way: Don’t ever replace real customer conversation with surveys. The combination will provide a better picture and move you faster to strong ROI.
Mac & Cheese
Werkshop DIG Seminar (5/24)
How Data Science is Revolutionizing the Art of Marketing with Jim Alcott, Alcott Marketing Science. Most brands have a “persona” in mind when they’re selling, but rarely look at hard data to analyze actual shoppers and their “propensity to purchase.”
When the Shark Tank investor asks for your customer acquisition cost, will you have a researched number or a guess?
Quote of the day: “Easier customer acquisition is not always indicative of true customer value.” – Jim Alcott, Alcott Marketing Science
Take-a-way: Great marketing is a delicious mix of art and science – don’t skimp on either.
Okra (fried of course)
Mental Health Marketing Conference (May 12-13)
Directing Individuals to Treatment Through Modern Marketing with Lipscomb University, Foundations Recovery Networks, Insight Counseling Centers, Centerstone, and more. This impressive debut event featured quality speakers highlighting the mental healthcare market, now being openly courted as a result of the Affordable Care Act.
All industries can learn how disruption opens doors for opportunity by watching this revolution.
Quote of the 2 days: “We must stop viewing mental health as separate from medical health” – Paul Gionfriddo (via Kriste Goad, Revive).
Take-a-way: Stop looking at a slice of your customer persona in relation to your offer – see them as whole people with many needs in order to build relationships, not a sales number.
Sweet Ice Tea
Salon @615 Event (5/18)
Steve Case, author, The Third Wave, with Stuart McWhorter and John Ingram presented by the Nashville Public Library Foundation. Sometimes you have to check the view from 50,000 feet (at least) and look at history in order to be visionary about the future.
Understanding how technology caused culture change in waves is critical: Wave 1 – disruption of communication — Wave 2 – disruption of commerce — Wave 3 – disruption of business and everyday life.
Quote of the day: “This new generation will drive change motivated by both profit and purpose.” – Steve Case.
Take-a-way: To be truly successful, stay curious about what is possible and what will benefit others.
Thanks for taking the time to share a digital meal with us. If you’re a successful brand wanting to be heard above the noise, come talk to us. Reach out at email@example.com
This post originally appeared on Gales Network Blog.
Melinda Scruggs Gales is Chief Brand Strategist for Nashville-based brand consultancy GALES NETWORK, a proven catalyst for brand clarity, strategy and effective action for clients in healthcare, entertainment, and technology.