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.
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!
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.
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.