May 3, 2022
The healthcare industry and its leaders have taken big hits over the last three years, working in increasingly competitive, complex and compliance-driven environments. There are tons of mergers and acquisitions, lots of new players with big price tags, and talented folks leaving the industry in droves.
As compelling as those numbers are, there’s a bigger dialogue happening. Social media is now the largest healthcare marketing channel for B2B and B2C. And the C-Suite is the least engaged.
Why? Too much dialogue. Too many conversations. Too much leadership content. So much content, according to Edelman, that 4 in 10 final decision-makers say there’s more than they can manage. What was once a meaningful dialogue is now diluted.
Enter analysis paralysis.
Healthcare marketers face the same struggles. Doing more with less, determining what channels to invest in, spread thin across multiple disciplines. Spending time and valuable resources on thought leadership content will compete to be seen. And the fight to demonstrate the ROI of the content spend (more on that later).
A disciplined social thought leadership program is the most cost-effective and measurable way to break through the noise and get your company’s message in front of the people who matter. One that starts where the dialogue should start: at the top of the organization, the C-Suite. Consider the following:
Trust, authenticity, and inclusion are highly valued in today’s healthcare business world. Establishing executive voices that convey those sentiments is critical. It’s the very definition of leading by example.
