Healthcare Specialists Release White Paper on ACO Marketing

Smith & Jones Offers Insights on Marketing Accountable Care Organizations

Smith & Jones, an agency specializing in healthcare marketing, published a new white paper today titled, “Transitioning Marketing Efforts to the ACO Model.”

This white paper reviews the charges of accountable care and five changes in marketing strategy for ACOs, including wellness marketing, patient research and measurable goals. “Transitioning Marketing Efforts to the ACO Model” is free and available for download at smithandjones.com.

Transitioning to an Accountable Care Organization (ACO) not only requires changes to a hospital’s business goals and strategy, but it also requires a complete revamp of its marketing plan. This calls for a different set of objectives, tactics and measurement of success.

“With the number one goal under an ACO shifting from downstream referrals to overall community health, hospitals and practices have to work together to deliver coordinated, efficient care,” said Mark Shipley, Strategy Director and Co-founder of Smith & Jones. “Likewise, the marketing team has to present integrated, relevant messaging and health services that address the specific needs of their communities. Now more than ever, it is paramount to demonstrate ROI with measurable goals and solid analytics.”

Download “Transitioning Marketing Efforts to the ACO Model” to learn about the five changes in healthcare marketing strategy under accountable care.