Marketing in the Era of Health Reform
Gelb Consulting conducted a benchmarking survey of academic medical center marketing and communications executives to assess the state of organizational readiness for health reform. The findings suggest that there is still an opportunity for marketing executives to play more of a leadership role in shaping strategy in a post-reform era. The current barriers to formulating winning strategies include pause from marketers in an era of uncertainty, a higher level of attention paid by C-level leaders to the current economic challenges than longer-term health reform, and the changing legislative environment. Despite these barriers, best-practice organizations are using scenario planning (i.e., defining likely future states and developing several plans to address each) to prepare for the coming changes.