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.
We’ve all seen the TV commercials. The sun is shining. The actors are outside enjoying it, smiling, gardening, maybe going on a family bike ride or spending time with the dog. Someone mentions how depressed they used to be…until he or she started taking the pill being advertised.
These incredibly positive healthcare commercials–with joyful scenes, uplifting music, and promises of a better life–have become so common that they’re being parodied on shows like Saturday Night Live.
What started in pharmaceuticals has made its way to hospitals and clinics as well. It’s completely understandable why we want to connect with people on that level. An upbeat message is inspirational.
But is it always the best approach for your marketing? Is it ever possible to go too far with the positivity–to the point it creates unrealistic expectations and patronizes patients with serious health conditions?
Let’s talk about why it’s not always beneficial view the world through rose-colored glasses.
Healthcare is nothing if not constantly changing.
Incredible technological innovations are revolutionizing the way we prevent, diagnose, and treat illnesses. Wearable devices are empowering us to take control of our wellness like never before. Tools like mobile apps and social media platforms are changing how patients and brands connect.
How will healthcare marketers respond to these upheavals in 2018?