The Hospital and Emergency Medicine Iceberg

How we safely navigated a shipwrecking marketing plan

iceberg healthcare principle hospital medicine

Marketing improvements don’t always produce a positive net change in revenue or operational effectiveness. Implementation of high powered marketing platforms, such as marketing automation and other fast-paced digital marketing activities can exacerbate the existing problems within your healthcare organization. According to Becker’s Hospital Review, many of the below operational threats continue to remain as the top concerns of CEOs year after year.


  • The 6 Domains of Quality Healthcare
  • HCAHPS, Accreditations, Trauma Center Designations
  • Optimal Staffing & Resource Shortages
  • Inventory, Supply Chain & Operational Inefficiencies
  • Capital & Cost Structure



In this case, we examine the strategy of a healthcare organization heavily focused on expanding its market reach to include nearby rural areas. The effort to establish a larger footprint that extended to areas which were close to neighboring health systems resulted in a heavier influx of case volume. Wait times increased, Left Without Treatment instances became more frequent, physicians experienced burn-out effects, patients received substandard care, shortages of shared equipment delayed timely care, and many more difficulties of delivering care rippled through the organization. The organization’s approach to utilize highly effective marketing automation methods simply failed to address operational risks and factors such as, staffing, capacity, reputation, payer mix and margins.


The Solution

Marketing and advertising activity was dialed down to give the hospital time to adjust. A new marketing plan that took into account operational inefficiencies was born, allowing a gentler increase in volume. Improving profitability, the key strategic business objective, became the backbone of the new plan. Since many important operational metrics had taken a dive, the plan was designed to build patient volumes at a rate so as not to exacerbate inefficiencies. The improved strategy for digital marketing efforts conservatively increased market penetration, generated optimal demand for targeted services and met important financial goals.

Digital marketing with large-scale tools can be quite risky if your marketing personnel have limited insight beyond their own function within the business. While the Marketing Department may be celebrating a big achievement of revenue growth or other indicators of success, the outcome doesn’t always translate into impressive profits. We offer strategic consulting and marketing services that fully encompass healthcare organizations’ needs. Whether you want to introduce marketing automation that integrates data-driven marketing solutions with critical internal data sources or you need smaller scale marketing solutions, we want to hear from you!

hospital marketing

Hospital Marketing

If you're interested in hospital marketing, we offer a full-suite of marketing, advertising and communications solutions.  Each of our consultants has worked with some of the biggest names in hospital and emergency medicine, on just about every service line.  We'd love to hear from you and learn more about your needs. Click here to contact us about how we can help.

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Your Healthcare Marketing Leadership Team

  • Jared

    Jared has served healthcare businesses in B-2-B and B-2-C capacities. He is highly skilled in digital facets of marketing. The majority of his healthcare marketing experience entails large healthcare conglomerates, national healthcare systems and regional hospitals. Additionally, he has helped start-up practitioners and healthcare agencies grow within their local markets. Jared earned an undergraduate degree in Marketing Management and an MBA through Texas A&M University. He is currently enrolled in a Digital Marketing continuing education program through New York University.
  • Marty

    Marty is a healthcare professional specializing in marketing. He has extensive experience in marketing for a variety of healthcare companies, including hospitals, physician organizations and the healthcare supply chain. While his experience is broad-based, his strength is in brand strategy, content marketing, sales lead generation development and sales enablement. He has worked with national hospital and physician groups as well as regional and local organizations. He holds a Graduate Certificate in Marketing from Southern Methodist University, an MBA with a concentration in healthcare administration from Our Lady of the Lake University and is Board Certified in healthcare administration by the American College of Healthcare Executives.
  • Kim

    Kim specializes in B-2-B and B-2-C marketing. She has supported revenue growth for leading healthcare staffing and practice management organizations. The last 7 years of her healthcare marketing experience has been largely focused on hospital-based services. She is skilled in strategic marketing, messaging, content development, advanced sales needs, and stays abreast of the latest digital marketing tactics. Kim has earned an undergraduate degree in Marketing from the University of West Florida, and is nearing completion of an MBA in Healthcare Management from Western Governors University.

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Midland Marketing Works
Phone: (432) 352-3039
1404 N Big Spring St #219
Midland, TX 79701

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