CTO Partner @IMPGo oversees all technical solutions and advises clients on website and marketing technology. My LinkedIn .
Technology is driving the growth of healthcare. Such pre-pandemic performance of healthcare companies also lagged behind their competitors in implementing digital transformation.
Digital transformation is essential for healthcare enterprises as the economy enters a period of increasing volatility. In addition, the arms race to attract and retain skilled developers and manage complex projects has led to labor shortages, further hampering growth plans.
As healthcare leaders consider developing a comprehensive SaaS-based technology strategy to help them achieve their digital brand management and marketing automation goals, here They must remember some important conditions.
Navigating complex organizational structures
Large enterprises face significant challenges in deploying SaaS-based marketing and sales solutions due to relatively complex organizational structures and reporting hierarchies that may use technology outside of priority business goals. Instead, multiple brands and brand marketing teams (with their hierarchies, teams, and relationships) deploy different marketing technology platforms, impeding overall growth.
Imagine a pediatric marketing group launching a popular e-marketing platform that includes many features and functions, and a cardiology group within the same division of a health system implementing their SaaS-based e-marketing solution. This leads to inherent and potentially chaotic challenges in achieving overall organizational effectiveness.
From an HR perspective, there will be no continuity in the ability to move resources between brands or departments, leading to unnecessary disruption and system learning.
Second, the workforce is deprived of the opportunity to trade with a particular technology supplier. SaaS-based technology models have a per-user pricing structure, with prices decreasing as the total number of users increases. Therefore, using different technology providers or platforms for the same or similar services has a negative impact on fees.
Take the example of e-marketing with its various social networks and digital advertising programs, HR technologies, data management platforms and print media, and it's easy to imagine the chaotic mix commonly referred to as "platform fatigue" - how exhausting it can be. It's from the imagination. What it's like to witness.
Large companies with multiple brands and relatively complex reporting structures within their marketing and agency structures should consider a holistic, top-down approach to deploying SaaS-based marketing technology. Strategic leadership vision with open ears and eyes at the CEO and CMO level is required to successfully integrate a martech platform that delivers ROI, value and overall operational efficiency to product marketing teams.
A top-down approach to marketing technology deployment does not negate the need for direct and meaningful decision-making by brand leaders and their teams. The best management teams receive and use direct feedback from brand management teams on key features and key functions related to the internal project management/IT or consultant level.
Overcome obstacles and evolve your Martech strategy
A common problem and shortcoming compared to functional "off-the-shelf" marketing platforms is the inability to address the key issues of brand management and in-store compliance. Custom campaign setup. This basic data storage functionality (permission-based access) can be a key component in ensuring content integration and HIPAA compliance, as well as simplifying brand asset management in your daily workflow.
A Greenfield approach can provide a solid foundation for future development with a robust development approach that leads to a complete and customizable SaaS-based Martech solution with features such as inventory management, CRM , artificial intelligence , print production, marketing and social media management. . .
Final thoughts
Taking an organization through digital transformation is a lot of work, and it's clear that marketing and sales technology play an important role in the process. We've learned from experience that managing a company's brand, creative tools, data integration, and marketing automation technologies should be a priority for the entire organization, not just for senior management.
To achieve the goal of creating a comprehensive, integrated branding and marketing solution that meets the needs of as many users as possible, it is important to build a cross-functional team so that the solution is modular and adaptable. Unknown in the future.
In addition, data must be protected in the transition to a fully digital enterprise. This includes auditing the data security measures already in place while building an integrated marketing platform to digitize the business and ensure they meet the latest standards. It is also necessary to strictly follow the recommendations of the AZHC to ensure equal access for people with disabilities.
Helping brand management and marketing automation achieve their digitization goals can be challenging, but understanding these factors can help healthcare executives as they consider a SaaS-based technology strategy.
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