Embrace the Trends and Lean Into Healthcare Marketing Efforts for Success in 2020
According to Deloitte, 2020 is being coined “the year of the consumer” in the healthcare industry. It comes as no surprise considering rising healthcare costs, changing patient demographics, evolving consumer expectations, continuing emergence of complex healthcare systems, and advanced digital technologies.
The industry has experienced tremendous growth and change leaving marketers struggling to keep pace. Here’s a look at how healthcare marketers can set themselves up for success in 2020.
The Rise of Hospital/Health Systems
Consolidation of healthcare institutions coupled with “practice-focused” marketing means brand integrity between parent and child entities is key. Access to assets – from collateral to content – needs to be easily accessible. The right Marcom technology offers marketers the flexibility to manage scalable campaigns that can be easily tailored to different markets and practices. Consider whether your existing Marcom technology is allowing you this luxury. If it’s not, it’s time to re-evaluate and make changes.
Consumerism and Patient Empowerment
What it all boils down to is convenience. There are shifting attitudes and expectations on the part of patients due to rising trends like telehealth, retail clinics, and online options for setting up appointments and paying bills.
Successful healthcare marketers will tackle this issue head-on, putting the patient at the core and focusing on building a relationship. That means personalizing marketing efforts from every point of the patient experience then executing on those efforts using omnichannel tactics.
Up Your Digital Game
The focus on crafting a digital marketing strategy was big for healthcare marketers. That’s a huge win and a major first step. Now it’s time to up the digital game. Get progressive and consider using digital tags to capture potential prospects. Then market your health system to them across social media, email, and even tactile means. Consider, for example, new patient acquisition. Rather than using your current outreach methods; what if you took a proactive approach by tapping into a demographic you wouldn’t normally consider – new movers. Using a mix of direct, digital, and technology, you can create a lasting and unique impression.
Now’s the time to make a statement. Be bold, implement the right Marcom technologies, try new initiatives, embrace the trends, and let your marketing follow suit. By doing so, you can meet and exceed patient expectations, and drive value for your healthcare system.
Interested in learning more about the right Marcom technology or new mover tactics? Contact us today and see what we can do for you.
About Jeff Sammak
As president and founder of Strata Company, Jeff Sammak has been a leader in the advanced integration of marketing, data and emerging technologies for over 20 years. He has a deep understanding of complex business challenges and keen ability to translate them to technology-driven solutions that align to a client’s key strategic business objectives. He attended Monmouth College for Business, Jeff enjoys scuba diving, skiing and spending time with his family.