Joe Public II: Embracing the New Paradigm
A strategic guide to digital and content marketing for hospitals and health systems
Ready to move your marketing efforts from the old paradigm to the new paradigm?
In 2011, Chris Bevolo argued for the transformation of hospital and health system marketing in his manifesto, Joe Public Doesn’t Care About Your Hospital. Since then, the book has guided change in marketing departments across the country. In this book, Bevolo shows marketers how to embrace the most significant and controversial change – moving from the old paradigm that relies on mass, promotional ad campaigns to the new paradigm that relies on digital and content marketing.
Download the free Joe Public II e-book to learn how to put the foundational changes outlined in Joe Public Doesn’t Care About Your Hospital into action.
Chris Bevolo puts in print what many health care marketers long to say out loud to physicians and fellow executives. Joe Public Doesn’t Care About Your Hospital served as catharsis, enabling health care marketers to have honest and long-overdue conversations with themselves and each other.
Joe Public II is a road map for turning Bevolo’s insurgent ideas into action. If you want to be empowered to engage physician leaders and health system executives in the meaningful transformation of their marketing strategy, here it is. Damn the billboards, full speed ahead!
Joe Public II: Embracing the New Paradigm is that rare marketing publication, a perfect blend of high-level strategy balanced with clear tactics. Chris guides you into the mindset hospital marketers must develop to stay relevant in the new digital landscape. Bottom line, hospitals that can make this shift will succeed, those that can’t will be left on the sidelines. This is the book I wish I’d written.
Joe Public II: Embracing the New Paradigm is the first book to lay out the business reasons why digital marketing is the right course for healthcare marketers. Because of his experience in healthcare, Chris addresses the cultural impediments to adoption and marketing success such as the squeaky wheels, the billboard boosters and the award maniacs. It has always been and will always be about the patient. Digital marketing is the most effective way to reach patients. Embrace the change.
Joe Public II provides CMOs with the insight into how to attract and retain patients while enhancing their brands. Embracing the New Paradigm should be part of all new-staff orientation for healthcare marketing departments. I strongly suggest that your C-Suite reads it as well.
Chris is correct when he says healthcare is very slow to adopt new approaches in marketing. This book provides the courage any CMO needs to bring their organization into the new era of healthcare marketing.