WVU Reed College of Media

Role of IMC in the New Healthcare System

Presented by Bryan Bennett
at the INTEGRATE 2011 Conference – June, 2011

Role of IMC in the New Healthcare System from WVU IMC on Vimeo.

Session Description
For the last few years, Bryan has been working with healthcare organizations to help them transition to electronic health records. This transition not only represents a dramatic change in how physicians practice medicine, but will have a profound impact on how we as patients receive medical care. In this session, Bryan will discuss what the changes to healthcare (affectionately called Healthcare 2.0) will be and how healthcare organizations will be incorporating integrated marketing communications throughout their patient management as well as the unique requirements for serving this market as healthcare organizations move from a paper based business model to a “patient-centric” provider network.

What you will take away from this Session:

  • What is Healthcare 2.0? From electronic prescriptions to electronic health records to interconnectivity, healthcare 2.0 is a whole new world of how healthcare is delivered and we will receive it.
  • Participants will learn about the patient portfolio management concept of Healthcare 2.0. Similarly to how businesses manage their customer portfolio, healthcare providers will be able to proactively manage their patients’ ailments and diseases.
  • The new emphasis on patient communications. Healthcare providers will be able to and required in some instances to communicate with patients through an online portal, e-newsletters and e-mail.
  • How healthcare providers will utilize patient preferences to improve patient care and take healthcare to another level.
  • How does integrated marketing communications fit into this new Healthcare 2.0 world and where are the opportunities for IMC professionals.

Bryan Bennett teaches the IMC 612 - Audience Insight course for the WVU IMC program.

If you would like to learn more about healthcare marketing check out the IMC 627 - Healthcare Communication & Marketing course.

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