Thoughts on HIMSS 2013 and Healthcare Marketing
Healthcare marketing gets a bad rap. It’s typically known as cold, semi-generic and filled with the classic “battle of bullet points” approach. Maybe that’s what I find so exciting about it. Because when you approach it the right way, your work can tower above the sea of mediocre websites, brochures and trade show booths.
Speaking of trade show booths, last week a handful of Atomicdust staff and I were down in New Orleans for the 2013 HIMSS Annual Conference and Exhibition. It’s one of the largest healthcare trade shows around, run by a not-for-profit that’s focused on improving healthcare through the better use of IT and management systems.
Not only did we get to enjoy the people, food and culture of an incredible city, but I witnessed something amazing… a lot of the trade show booths actually looked great.
Where was the overused stock photography? Where were the massive lists of buzzwordy bullet points? Where were the lengthy, indigestible mission statements proudly on display?
Sure, there was still a lot of that, but there really was a lot of great marketing and design at the HIMSS Conference. Marketing that respected the audience, had a story to tell and was designed with the idea in mind that someone might actually read it. And I’m not just talking about the stuff we did – there was some truly admirable work at HIMSS, and I wanted to point that out.
Marketing based on messaging is easier to make and measure. And most of the time, it’s also far more memorable and impactful. You could really get a sense of the organizations that had their brand figured out, and the ones that were trying to be everything to everybody.
So bravo, healthcare marketers! Keep up the good work. We’ll see you next year.
