Published By: Evariant
Published Date: Sep 07, 2016
Many hospital Chief Marketing Officers continue to debate whether their institution should transform their traditional marketing campaigns and embrace digital marketing. If you are in doubt as to whether digital marketing is important to your success and the success of your hospital, look at the countless articles, white papers, and blogs that have been published over the past several years that talk to the use of the internet and web-based services by patients and consumers. Here are a few of the latest examples from Pew Research Centerís Health Fact Sheet (
Thereís an alarming digital divide within many companies. Marketers are developing nimble software to give customers an engaging, personalized experience, while IT departments remain focused on the legacy infrastructure. The front and back ends arenít working together, resulting in appealing websites and apps that donít quite deliver.
Weíve arrived at this misalignment for understandable reasons. Previously, most chief information officers (CIOs) were hired to digitize and bring order to companiesí internal systems and processes. They saw websites as marketing channels and were happy to let chief marketing officers (CMOs) oversee that province of technology. They had, and still have, plenty to do just to keep internal operations running smoothly. Marketers soon got into the habit of developing not just content, but also software programs to better reach and transact with customers. But now that websites and apps are becoming cornerstones of the business, the stakes are too high to al
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