Improving the consumer experience: Healthcare Marketing
Today, health systems have the same aspirations as companies in any industry: to engender long-term relationships with their consumers. The COVID-19 pandemic forced healthcare providers to adapt quickly to continue delivering patient care, including by pivoting to digital care. Seemingly overnight, telehealth went from an industry sidenote to the primary means of seeing noncritical patients. Healthcare consumers also saw global retailers, grocery store chains, and other disrupters demonstrate how convenient it can be to order your health products online for delivery or curbside pickup.
1. Build a strong community online
One of the problems of the open-source web is the abundance of misleading and dangerous content. Healthcare companies can rise above this noise by being a thought leader providing insights, sharing medical information, and answering patient questions. By building trust with your target audience, you can raise awareness, counter misinformation, and clarify misconceptions. To patients, clinicians, researchers, academicians, the internet is one of the first go-to information resource. Build your community around valuable, digestible content that educates your audience.
2. Inclusive communication
Today, most healthcare providers have critical capability gaps that stand in the way of mounting an end-to-end, personalized consumer journey:
A disjointed consumer experience and lack of personalization. Multichannel consumer touchpoints can lead to fragmented, impersonal experiences because of the lack of integration between consumer data and omnichannel engagement platforms.
Siloed systems. Silos result in a limited ability to track current and potential consumers across channels and devices, as well as no organization-wide access to consumer data tracking tools.
A lack of consumer-centric data. A lack of data leads to channels without access to a real-time, 360-degree view of consumer care needs and to clinical data that is not augmented with nonclinical data.
The theme of these challenges is fragmented information. Marketers increasingly require hands-on, real-time access to technology. Next-level healthcare marketing is built on a robust, integrated technology stack—and reaching full maturity in marketing-technology capabilities is not a short-term undertaking. No marketing function operates with an unlimited budget, meaning the marketing team will need to prioritize use cases that can build the department’s muscle and momentum.
3. Be Market oriented
Marketers use the term “attribution” to describe the process of measuring the effects of marketing efforts and the rate at which they convert consumers to achieve desired consumer outcomes. Consumer outcomes are not the only measure of ROI; the ultimate goal is an improved patient experience and potentially improved health outcomes. But attribution can serve as a crucial indicator. A simple example would be analyzing the click-through rates of marketing emails to determine what messaging is most effective.
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