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!
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!