Savvy marketers embrace evolution in healthcare IT

From healthcare-trade publications to consumer media to technology-focused TV advertising, healthcare IT’s (HIT) heyday is here. Healthcare facilities are giving serious consideration to HIT investment,...

From healthcare-trade publications to consumer media to technology-focused TV advertising, healthcare IT’s (HIT) heyday is here. Healthcare facilities are giving serious consideration to HIT investment, but news and commentary about the subject is undoubtedly confusing.

Just listen to the industry dialogue around “meaningful use” of HIT. HIMSS started an online discussion forum, asking members to weigh in on what should constitute “meaningful use.” Compuware Corporation launched a Web site – www.meaningfuluse.org – in partnership with the Association of Medical Directors of Information Systems to serve in large part as a vehicle for discussion in the medical community about the would-be components of “meaningful use.” The discussion continues today.

Despite the ambiguity, I believe the best marketers view not having all the answers as an opportunity to define what the answers could be. They use preliminary knowledge to create a vision for what’s next based on the value propositions of the companies and products they represent. It’s the proactive HIT marketer that first listens to the discussion and only then talks to decision-makers about how their organization’s products meet and exceed expected requirements that are nimble enough to adapt to the unknown.

By embracing uncertainty rather than fearing it, HIT marketers promote thought leadership. It adds more long-term strategic value and success than any single product or service ever could.

Janet Tyler, president and cofounder of Airfoil Public Relations

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