7 Implementation Steps to Achieve Healthcare Marketing Success
Gautam Mane, November 19, 2018
Present day healthcare offerings are much more exclusive and differentiated than how they used to be a decade ago. While the competitive offerings, pricing, technology, health-benefits and patient-persona based services and more contribute to the overall success, it’s marketing that largely decides its fortune.
Patients today are well informed about new services and technologies within the scope of healthcare. To be on par with your audience and to get your message across and influence a well-informed audience is no easy feat. Unlike marketing across other industries, healthcare marketing is serious business and most importantly a responsibility. Patients trust you with their health and it needs to be value-first followed by business.
So how do you as a Healthcare marketer balance the Value Vs Business element skillfully? Wondering how Top Healthcare Brands & Marketers are gaining the competitive edge?
Here are 7 implementation techniques that you need to include as part of your Healthcare Marketing Bible to boost your Healthcare ROI matchlessly
1.Set the Right Goals
To begin with, set specific, realistic and measureable goals. Your goals need to align with your overall objective or to that of your organizations. These goals will guide your course of action and help you plan and stay on track towards performance optimization.
2.Research & Provide Insight-Based Information
Understand the current market dynamics. What is the success ratio of an offering and research for insights on what’s contributing towards its success? What do you offer and why is it unique? Define and describe your offering and why the market needs it. As a healthcare marketer it’s imperative to keep away from a brand or product bias and communicate with your audience with result-based statistics and how an offering is set to resolve their challenges.
3.Segment basis Your Patient Persona
Segmentation as per the patient persona or specialty is crucial, as healthcare marketing must serve many different subgroups and not just one homogeneous community. This will help you gain clarity on the audience you’re trying to reach and enable you build on your messaging accordingly. Understand the key elements that define the patient-persona to personalize and render your offerings likewise.
4.Adapt a Multi-Channel Approach
The Social, mobile, email, direct and retargeting approach with a robust content marketing, search engine optimization (SEO), Search Engine Marketing (SEM), inbound and outbound marketing, are a must for healthcare promotions. With a realistic marketing budget in place, plan a multi-channel marketing approach to derive best results and strengthen your relationship with your target audience. Also a one-size all approach won’t help, build a strategy and messaging basis the platform you choose. For instance Facebook doesn’t limit the amount and type of information which is not the case with Twitter, where short and crisp information gains most traction.
5.Use Case Studies & Videos
Use case studies and short videos to demonstrate how effective your product is and offer real-life examples of your product in action. Videos are engaging, quick and accessible. Also with people increasingly using mobile, videos are a great way to get your message across persuasively. If there’s scope to, use your customers to share their real-life experiences with your offering, as people take comfort in reading about other patients who have experienced a treatment or product.
6.Go for Value-First
How can you offer more valuable information? Is there anything that your consumers could benefit from? Value and comfort to the patient is the crux of everything healthcare marketing should do. As a marketer, it can be tempting to focus on your business and product; however, healthcare marketing requires you to look at things from the patient’s perspective. In every interaction with your audience you need to address how your offering is set to resolve the challenges, if you don’t address this, your audience will look for solutions elsewhere.
7.Choose the Right Platform
Choosing the right platform is one of the most crucial elements to achieve results. Do your research in choosing the platform that aligns with your core objectives and desired outcomes. As a healthcare marketer you need a robust platform that can create greater engagement and influence your audience towards desired action. Lake B2B’s exclusive healthcare online is a unique healthcare contact data platform that can help you with exclusive information segmented as per the specialty, profiles and geography of your choice. Additionally its unique data management feature helps you store and retrieve information to roll out targeted campaigns to your key healthcare audience.
With all of these steps in place be sure to add value to your audience as a healthcare marketer and maximize your ROI exponentially.