There are innumerable ways to enhance the effectiveness of healthcare marketing communications, from better problem definition to sharper insights to stronger ideas, but there is one underlying factor that is the primary determinant of success: talent. The sharpest minds, when engaged on any/all of the above, will invariably produce a better outcome. Unfortunately, the world of marketing/advertising is at a significant disadvantage these days when it comes to securing the best and the brightest. In healthcare communications, this need is greater than ever given the increasing complexity of the system and the ever-increasing role patients are playing.

Healthcare is evolving into a value-based system, with patient satisfaction tied to reimbursements and penalties. And, it's evolving quicker than you might think. Value-based reimbursement is no longer the future of healthcare, a pilot project, or some far off place where the healthcare system will one day be. That day is today and there are significant financial stakes that hinge on patient satisfaction.

As the population becomes increasingly tech-savvy, more people are taking their health into their own hands, literally, as handheld mobile devices become major tools in seeking healthcare information and even diagnosis. Mobile technology gives physicians the ability to manage patient healthcare more efficiently, and the opportunity to take advantage of peer networks to share resources, counsel, and best practices.

There's a lovely YouTube video compilation that trended over the holidays, showing dads saving the day. Just as a baby is about to tumble from a sofa, dad prevents the fall. In another segment, a child flies off a wild swing and lands in dad's arms. In both instances, dads are positioned for preemptive action. Instead of giving instructions to their children, dads simply showed up at the right moment with the appropriate intervention and helped avert disaster.

Over the last few years, we've seen plenty of marketing trends accelerate-from print to digital, from single channel to omnichannel, etc. But perhaps the most vital for healthcare marketing has been the move from text to video. Not only does it allow us to convey volumes of information in a shorter amount of time-with less cognitive investment-but it also enables us to engage customers on a deeper level more quickly.

If you've had your fill of "future of marketing" prognostications, here's a no-nonsense checklist to reflect on the health of your marketing with resolutions you can adopt immediately to start the year right.

Why healthcare is uniquely positioned to define social brand engagement.