There’s no denying it: relationships between patients and healthcare providers just aren’t like they used to be.
Consider your last interaction with a provider. Did you find yourself doing your own research online before an appointment? Maybe you took advantage of some nifty new tech features – like scheduling or telemedicine via a mobile app – to make the experience more convenient.
In just over 60 years, Edwards Lifesciences has become a household name in the medical device industry. What started as one engineer’s vision – to help people with heart disease – has grown into a thriving company with thousands of employees across the globe.
How did they do it?
And more importantly: how do they keep doing it, despite all the rapid changes in healthcare today?
Doctors and nurses are busy people. Even before COVID-19, back when you could chase them down the hall or catch them in an elevator, it was hard to get their attention. Now that we’re all virtual the challenge is even bigger. But you can’t let that stop you. It’s time to get creative.
It’s never been harder to work in a hospital. So many processes and systems were reinvented in days or weeks. And many hospitals are facing major staffing shortages. Doctors and nurses are exhausted.
The internet has enabled us to find like-minded people, no matter how obscure our interests. The same goes for the very people you’re marketing to in healthcare.
Patients and physicians, administrators, and insurers organize themselves into communities where they can share, engage, and interact. If you can create one of these communities with your marketing, you can attract the right people and earn their trust. It might take a change in strategy.
Here’s why it’s worth it–and what you can do to get started today.
Mobile devices give us the power to text friends, check the stock market, and schedule a ride across town – sometimes all at once!
This technology has revolutionized the way we communicate and engage with the world, and the same goes for healthcare marketing and communications. Marketers who embrace this fact put themselves in the best position to develop meaningful relationships with their audiences – whether they’re healthcare professionals, everyday people, or a combination of the two.
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.