(15 Total References)
The changing attitudes of consumerism in ...
The changing attitudes of consumerism in healthcare with Mark Lee Taylor
With more than 20 years under his
belt, Mark Lee Taylor
knows a thing or two about how to inform and advertise to those looking for care for themselves or their loved ones.
Taylor is the Director of Communications for the Clinical Services Group at HCA, where he develops new and innovating ways to connect with consumers in the healthcare sector.
will be moderating a panel on how to navigate the shift toward consumerism in healthcare marketing at NAMA's Power Lunch on Thursday, Jan. 12, at City Winery.
According to Taylor
, many people see healthcare as a consumerist service or product until they or a loved one need healthcare, at which point it becomes a vital need.
This urgency sets healthcare apart from most other industries in which major decisions can be postponed or researched over time.
That's where healthcare marketing comes in - providing information as immediately and seamlessly as possible, while also minimizing negative experiences and impact, Taylor
"People have to look at a lot of information fast and have to find a lot of answers fast.
The marketer that can provide the easiest pathway to give them information and solve their problem really has the upper hand," Taylor
Having worked as a healthcare marketing pioneer in the '90s with St. Thomas Heart Institute
has noticed a significant shift in both the focus of the industry and its consumers in just a couple of decades.
"A lot of the advertising campaigns for hospitals were centered around caring and how much the hospitals provided care, what great care they provided.
It focused on advertising and community outreach more than any other marketing technique.
Things have certainly changed since then," Taylor
said, there is an inherent expectation that there is caring in the service industry, so people are more interested in good outcomes and cost transparency.
believes that easy access to healthcare information - both true and false - has contributed to this shift.
"There's so much more information available than there was previously.
Before that, you had to rely on a physician or someone else or word of mouth to find out what you wanted.
Back when we were doing advertising for healthcare systems, we were just trying to get people to indicate that they wanted to make a choice about where they went," Taylor
healthcare consumers not only have more of a choice in where they seek care, but they are also "savvier" consumers with a higher service expectation, Taylor
Whereas patients might previously have been willing to wait two hours at a physician's office, consumers today place emphasis on access and convenience in each step of their healthcare process
"There's a lot of internal resistance in healthcare to refer to patients as consumers, and I think that point has finally hit the tipping point where people understand 'Oh, they're patients and consumers.
Consumers have choices and are not going to blindly go where they're sent.'"
Looking toward the future of healthcare marketing, Taylor
said that big focuses will be on implementation of service standards in the physician's offices and quick, convenient means of response between health care services and consumers.
Connect with Taylor
On Jan. 12, Taylor will moderate How Consumerism is Affecting Healthcare Marketing alongside SmileDirectClub's Hal Hassall, Nicole Provonchee of MissionPoint Health, and Celina Burns, consultant to Healthcare Blue Book at the NAMA Power Lunch at City Winery.
Case Studies, h2u News
-- Mark Lee Taylor; Manager, Consumer Marketing Communications, HCA
Parthenon Publishing | Case Studies | custom publishing and online marketing
- Mark Lee Taylor; Manager, Consumer Marketing Communications, HCA
Let's Get Started
Parthenon Publishing | Relay: For National Organizations | custom publishing and online marketing
- Mark Lee Taylor, Manager, Consumer Marketing Communications, HCA
Let's Get Started
If you had asked him a ...
If you had asked him a few years ago, Mark Taylor would have told you same-sex marriage was a political issue, not an emotional one.
"I tended to be a little more conservative about the whole idea of marriage," Taylor
Back then, he
thought stacks of notarized legal documents were a sufficient way for gay couples to protect themselves and their assets.
"At first, I thought a contractual agreement would be suitable," Taylor
"But after 5 years, the emotional debt to one another had me wondering, 'Why can't we be married?' We wanted the affirmation to the outer world that we are a couple."
and Hyman got that affirmation in September when they wed in the vineyard country of Guerneville, Cali.
Hyman, who is associate professor of clinical anesthesia at Vanderbilt University and and a medical director at Vanderbilt Medical Center, came from Converse, Ind., and Taylor, who serves as manager of consumer marketing communications for Nashville-based HCA, from Cleveland, Tenn.
, remembering a dapper Hyman from their introduction, didn't recognize him in his casual attire.
came up and reintroduced himself and I said, 'I don't think we've met,'" Taylor
"No one even flinched," Taylor
Mark Taylor (left) and Steve Hyman flank Rev. Kevin F. Tripp on the rooftop deck of the Applewood Inn where they were married in Guerneville, Calif.
(left) and Steve Hyman flank Rev. Kevin F. Tripp on the rooftop deck of the Applewood Inn where they were married in Guerneville, Calif.