From the eBook by Dan Dunlop, Principal:
The notion is simple yet revolutionary: Make an investment in community and you will realize a return on your investment.
At a time when many healthcare marketing pundits are emphasizing the importance of measuring and reporting Return on Investment (ROI), we believe it is time for us to embrace the concept of “Return on Community.”
Not that ROI isn’t important, it is. But ROI does not help communications professionals and hospital administrators understand the significant changes that need to take place in healthcare marketing for us to establish relevance with the connected consumer. The world has changed and healthcare marketing has not kept pace. We are currently facing a crisis of relevance.
We need to acknowledge that this is a new day both in healthcare and in marketing. Today consumers make the rules. They decide with what information they engage, on what platform, at what time, and on what type of screen. To capture their attention, our communication needs to have real value and meet their needs for entertainment, information and community.