Even if you’ve worked in healthcare for all of five minutes, you’ve probably heard about the power of content marketing. This marketing style, which is enjoying tremendous success in other industries, has become a staple recommendation to better connect with healthcare-seekers.
While there is tremendous potential in content marketing, the challenge lies in the execution.
Making blanket recommendations is easy. Want to increase revenue? Some will tell you that social media is the way forward. Others swear by blogs, videos, or email newsletters.
Usually, we are limited to only our personal experiences with content marketing – or maybe a few anecdotes from our healthcare colleagues.
What’s happening with content marketing in the industry at large?
What’s working well for marketers, and what isn’t? Which tools have the highest ROI?
Let’s take a broader look.
When you think of medical device marketing, what do you see?
Glossy brochures. Nondescript trade show booths. Stock photography.
This has become the standard way of doing things. But as medical device technology evolves and people play a more active role in researching treatment options, what makes marketing effective has changed.
You have an incredible opportunity here. While other medical device manufacturers stick to the same old strategies and wonder why they aren’t working like they used to, you can attract an audience, build meaningful relationships, and guide them on the path toward better health.
Let’s talk about how!
Ever feel like the odds are stacked against you?
This is something healthcare marketers face all the time. We have the revolutionary products needed to change people’s lives, but showing them that compellingly is easier said than done.
Many of us, armed with mountains of scientific data, focus on all the logical reasons why our audience should choose us.
These logical appeals have their place. But if done in a way that overlooks the human element of the experience, they become much less effective.
Fortunately, there’s a better way.
A high impact approach that engages healthcare audiences logically and emotionally. Head and heart.
Healthcare marketers have an overwhelming number of tools, techniques, and platforms to connect with their audiences.
The challenge is narrowing down the choices to what’s most effective – and understanding how changing patient behavior is affecting the process.
One strategy that is gradually moving into the spotlight: influencer marketing.
What is it? Why should you consider it for your healthcare brand? What does it take to make it pay off?
Let’s break it down now.
One of the best ways to improve our healthcare marketing is to go beyond the theoretical. Seeing what brands are actually doing well acts as a springboard for a better approach.
Kindred Healthcare has a lot of real-world insights to offer. This truly massive organization, which offers post-acute, rehab, hospice and home care services across nearly 3,000 locations, is making the most of digital and traditional marketing channels.
Kindred has steep marketing challenges to overcome. Their approach to meeting these challenges will inspire your own healthcare brand – whether it’s large or small.
How are they connecting with their target audience in a time of so much confusion and overwhelming healthcare jargon?
Let’s take a look!
To succeed, marketing messages must resonate with those making buying decisions. This is a fundamental truth and achieving this will maximize ROI on your marketing investment and sales. Unfortunately, some healthcare marketers are overlooking it.
The past few years have thrust patients into the spotlight. As they take more control of their health, many are disappointed when healthcare information designed for patients neglect their needs.
Healthcare brands that recognize patients as equal partners in the quest for favorable health outcomes, and provide them the resources they need to make sound decisions, will stand out moving forward.
How can brands do it better?
Where do they go wrong?
Keep reading to find out.