The Healthcare Internet Conference (HCIC) has been a pivotal event for healthcare marketing professionals since 1996, offering a platform to explore the constantly shifting dynamics of digital engagement. It brings together a diverse array of industry experts to share ideas, insights, and innovations.
As 2024 winds down and we turn our attention to 2025, our team sat down with Keir Bradshaw, our EVP of Solutions at MERGE, to discuss some of his biggest takeaways and lessons learned from HCIC 2024.
Q: First things first, what was the vibe like at HCIC this year?
Keir Bradshaw: This year's conference was something special. The energy was palpable – the best I've experienced since the pandemic forced that "virtual conference" detour in 2020, and let's be honest, no one wants to repeat that. Sessions were packed, the exhibit hall was buzzing, and the hallways were alive with conversations about everything from CRM and data privacy to the impact of AI.
Q: Did anything else feel new or different?
KB: What struck me most was the diversity of attendees. Everyone was there, from small rural practices to major healthcare systems, all eager to learn and share. And I have to say, seeing so many new faces from the "next generation" – I kind of cringe saying that – was incredibly inspiring. Their fresh perspectives and insightful questions really added to the experience.
Q: What were the key themes and lessons from the event?
KB: There were three things, in particular, that really stood out:
First, technology is a tool, not a solution. We've spent so much time, energy, and resources the last few years investing in technology, hoping it would solve all our marketing challenges. But the truth is, those fundamental building blocks – strategy, process, and people – are still the keys to truly connecting with patients.
Secondly, silos are killing our omnichannel dreams. Somewhere along the way, we unintentionally created divisions between marketing, patient experience, and IT. To truly deliver a seamless patient journey, we need to break down these silos and embrace a collaborative, organization-wide approach to data-driven decision-making.
Lastly, it's time to redefine patient communication. Beyond buzzwords like AI, CRM, and CDP lies a real opportunity to transform how we interact with patients. By embracing these technologies strategically, we can unlock new levels of efficiency and effectiveness in our marketing efforts.
Q: Anything else you’d like to add?
KB: Yeah, just those points I think all ladder up to an even bigger idea – one that we'll be exploring in more depth at MERGE in the coming year. In essence though, marketing technology should be about building bridges to our customers, helping us understand their needs and preferences so we can deliver truly valuable experiences. But a fragmented, siloed approach does the opposite; it builds barriers.
Looking to build better connections with your audience as 2025 nears? Contact the marketing technology experts at MERGE today!
