Learning to Listen
Listening is easy. Right?
Wrong. Research suggests that we remember less than half of what we hear. In the meantime, many of us share our opinions openly, frequently, and without hesitation. And most of the time, we’re pretty sure we’re right.
Healthcare marketing is no exception. As a healthcare marketer, it’s very tempting to feel that you have all of the answers—after all, you’re an expert! But, as I noted in last month’s blog post, 5 Key Concepts for Healthcare Marketing Right Now, listening is crucial to the success of any strategy or campaign. Listening to the consumer, listening to the patient, listening to the employees… these are important voices, and conducting research is a powerful tool to ensure you hear them.
But don’t take my word for it.
You can read all about how Lawrence General Hospital and Jennings listened by engaging in research—including a large-scale consumer perception study conducted by Market Street Research—to help develop Lawrence General’s brand elevation campaign. It’s in this month’s issue of Strategic Health Care Marketing.
I co-wrote this article with Dan Dunlop (Jennings) and Jill McDonald Halsey (Lawrence General) shortly after Jill and I presented our story at the Western New England Healthcare Marketing Symposium (WNEHMS). In it, we outline how research was an integral part of the development process. And the proof is in the pudding—since launching, Lawrence General Hospital’s “Today” campaign has demonstrated success through digital metrics and several awards.
If you’ve ever wondered how to conduct research that is truly actionable, this is a worthwhile read. You can read the online version right here:
— posted by Jeff