The lines between PR, Media Relations and Marketing have blurred. Social Media and rating and review sites are the new earned media. And of course you still have to deal with the “old” earned media. Understanding this shift in how we promote and share information is vital for healthcare marketers.
Since recognizing that the world has changed because of digital technology, PRSA held a contest to redefine Public Relations. The three finalists for the updated definition were:
The winner was definition #2.
The way consumers find and sort their information has changed radically in the age of digital information. These changes are going to become more profound as the speed of accessing information increases and the cost of accessing information reduces. This change is happening at an exponential rate, and my rant is that healthcare marketers need to pay attention.
Here is my point: if you are organizing and executing PR/Communications/Marketing the same way you did in 2008, you are hopelessly behind.
Though it’s hard to honestly evaluate your hospital’s marketing department, what changes need to be made to reflect the digital trend that is in our midst?