The moment when someone chooses you for their healthcare needs is key. But it’s easy to overlook all the other interactions that led up to that.
With a decision as complex as healthcare, it usually takes numerous interactions for someone to get there. The better you can understand all of these touch points–even if they seem minor–the better you can connect with your audience and present yourself as the best choice.
By creating a map that outlines the typical customer journey and assessing how well you’re handling every interaction.
Let’s dive in!
Healthcare marketing is full of excitement these days. With so many digital tools and platforms available–and new ones popping up every day–there are more ways than ever to communicate with your target audience.
As always, the challenge is to get the right message to the right people, at the right time. But the sheer number of options out there have made this more complex.
This trend will only continue as we grow more comfortable with digital interactions. By 2020, we’ll manage a whopping 85 percent of our relationships without talking to a single human!
People expect convenience, responsiveness, and, most importantly, choice. They want to communicate with businesses however and whenever they wish.
The solution, then, is to meet those expectations by opening multiple communication channels.
Many healthcare marketers are focused on appealing to millennials. Yet there’s an equally important, and often overlooked demographic: senior citizens.
Increased life expectancy, along with the massive number of baby boomers sliding into the senior demographic, will make this a crucial demographic for many years. The U.S. Census Bureau predicts that, by 2030, Americans over 65 will account for over 20 percent of the total population. That’s almost double the amount than in the year 2000!
Unfortunately, with so many people living longer, their chances of developing a chronic health condition increases. There’s simply more time for conditions to develop. Aging baby boomers will have to contend with plenty of doctor and hospital visits over the next few decades.
Figuring out how to reach these people in a meaningful way is paramount to many healthcare marketers’ success.
Something had to change.
Tired of skyrocketing premiums, co-pays and endless mounds of paperwork and confusion, healthcare customers are demanding something different.
The result: a fundamental change to the healthcare model.
It all started with the insurers and worked its way down. Instead of reimbursing providers for the quantity of services, many have started to reimburse based on the value of healthcare provided.
This value-based model has already shown a lot of promise in reducing costs and helping people get the healthcare they need.
It also has huge implications for your marketing.
“Content is king.”
Ever since Bill Gates’ bold declaration back in 1996, marketing strategies have evolved to respond to how people research, engage, and make buying decisions online.
Content marketing has birthed not just a different way of thinking, but an industry of eager bloggers, consultants, and other marketing experts quick to praise it.
You’ve certainly heard about content marketing’s potential…
But unfortunately, far fewer of us experience those results in our own efforts. Many healthcare marketers struggle to make content marketing work because they keep making similar mistakes.
Once we identify the most common issues, we can take action to fix them and start seeing the leads, engagement, and customers we’re looking for.
So, without further ado, here are seven of the “deadliest sins” of healthcare content marketing.
You’ve heard about the power of content marketing hundreds of times.
As people take their search for health information online, quality content is an invaluable tool to educate, serve, and engage them better than your competitors. Done well, content marketing adds to your credibility as someone to trust.
There’s only so much time and financial resources to invest. We must make the most of every piece of content we create. Using an approach that not only finds a wide audience, but captures it.
Let’s talk about how to maximize your contents impact.