Intramural vs. Intermural digital strategies

Digital strategy is this year’s social media: Everywhere you turn – conference agendas, blog posts, 2012 marketing budgets – it is a dominant topic of conversation. Overall, this is a good thing. As I point out in Chapter Two of “Joe Public Doesn’t Care About Your Hospital,” marketing transformation for healthcare organizations must involve an “out with the old, in with the new” mentality, and focusing on digital marketing strategies certainly fits the mold. But as with many other hot issues and new trends, the pendulum may be swinging a bit too far, at least in how we define and pursue digital strategies. Continue in the blog…