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Our take on both the current and future trends of healthcare marketing.

Picture this: There’s a nagging health condition that has been bothering you for years. Even if you don’t notice the symptoms all the time, you’ve absorbed more than enough information to understand the scope of the problem. You know the treatment options, the potential benefits to be gained by improving your health, and the dangers of continuing on your current path…

But nothing changes.

Maybe you’ll keep collecting more information about your health condition. Maybe you’ll keep telling yourself that you’ll take care of it soon. But the days and months go by, and you find yourself in the exact same place as before – or possibly even worse off.

If this sounds familiar, you might be experiencing “health inertia.” Health inertia is a common behavior pattern that can affect the entire scope of healthcare – everything from minor wellness and prevention tweaks to major operations and follow-up.

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Q. Why do most people choose Kleenex over any other tissue or Aspirin over a generic knockoff?

A. Because powerful brands have a way of cementing themselves in our minds as being worthy of our trust.

Familiarity generates trust; we know exactly what we are getting when we buy that particular brand. There are no surprises, only comfort, and peace of mind. In fact, for many of us, that peace of mind is worth paying more for than taking a chance on a similar product from an unknown brand.

Branding is a hot topic with consumer-facing products, but when it comes to medical devices, you might be understandably skeptical. Many devices are unseen – either used behind the scenes or implanted in patients’ bodies. And they’re purchased by sophisticated hospital administrators and/or clinicians, who, you might think, are concerned only with performance and cost.

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The healthcare marketing world is full of bright and shiny objects. Whether it’s the latest and greatest tool, media platform, or way to engage an audience, each day brings us more possibilities than ever before.

2019 makes for an exciting time to be a healthcare marketer. But it’s not without its challenges. Because our energies and budgets are limited, we simply can’t chase every bright and shiny object that comes along. If we try, we’ll spread ourselves and our budgets too thin, and struggle to get positive results. Not to mention pouring precious resources into tools and tactics that may turn out to be counterproductive.

So two questions arise:

How can we adapt to the ever-changing healthcare marketing world in a way that’s effective and sustainable?

How can we separate healthcare marketing strategies that win (and will keep winning) from those that will become obsolete in a matter of months?

Let’s talk about some key healthcare marketing trends for 2019 that are here to stay. We’ll break them down one by one and make a case for why they deserve consideration in your long-term strategy.

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Shrinking attention spans.

Increased competition online.

C-suites demanding more from their marketing teams.

These are just a few of the challenges healthcare marketers must face…

And then there’s the budget.

In today’s age of extensive data collection and tracking, more and more healthcare companies are looking for measurable returns on investment instead of vague terms like “exposure,” “brand awareness,” and “visibility.”

Wouldn’t you like to make your marketing more cost-effective and results-oriented? Whether you’re working with a shoestring budget, experiencing cutbacks, or just looking to get a little more from the money you spend, here are a few ideas for getting measurable results with smaller budgets.

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Scripps Health, a private, nonprofit health system based in San Diego, has been providing world-class care to the local community for decades. Ever since its humble beginnings back in 1924, Scripps has focused on a patient-first experience.

This health system has grown to include four San Diego hospitals, multiple urgent care clinics, and emergency rooms. Along the way, they’ve received numerous awards and recognition for their clinical quality, innovation, and workplace environment.

How do they do it?

A crucial part of their success today lies in their digital marketing strategies. Let’s break them down and see what we can learn!

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In the healthcare world, every day brings new technological marvels. Some of the latest innovations include an artificial pancreas, Apple’s top-secret research on noninvasive diabetes monitoring, and a wearable device that stimulates a specific part of the brain to help people lose weight.

It feels like a sci-fi novel has become our reality. These technologies bring with them the potential to revolutionize the health of millions.

But with those incredible opportunities comes a challenge. It’s up to marketers not to just understand these complex technologies, but to translate them into terms others can easily appreciate. If patients or healthcare professionals can’t grasp the tangible benefits, it’s tough to convince them to embrace the technology.

This goes whether you’re trying to connect with healthcare professionals using the technology in their day-to-day work, or the public who will use the technology (like wearables) themselves.

Let’s talk about how to do it now!

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