Health care marketers typically don’t focus on building relationships with their audience until they have already sold them on why they should buy.
Educate health care providers on effectively marketing their products and services to patients. Marketing is not easy. And marketing for health care organizations is even more challenging, as medical practitioners are skeptical about new marketing claims and methods.
Health care providers are generally not considered marketing experts. However, marketing is becoming increasingly important to hospitals and physicians to differentiate their services from those of their competitors. There are many healthcare marketing options for providers. From social media marketing to event marketing, the choices are seemingly endless. But before you dive into the marketing pool, you should know four critical things about how marketing works in healthcare.
When we think about the health care industry, one of the biggest challenges is that the quality of service is not uniform among providers and insurers. While most insurance companies will cover treatment at a single clinic or doctor’s office, patients often have to go to multiple clinics or providers to receive comprehensive services.
- 5 Things That Make Marketing Health Care Different
- 1. Compliance and regulatory regulations.
- 2. The need for accurate data.
- 3. There is a need for a scalable system.
- 4. There is a need for an actual patient experience.
- 5. There is a need for a dynamic approach.
- How Healthcare Brands Are Finally Catching Up With The Rest Of The Market
- How to Use Social Media Marketing in Healthcare
- 6 Ways the Industry Has Lagged Other Industries
- 1. What is the Customer relationship management (CRM) role?
- 2. Data security.
- 3. Organizational structure.
- 4. The cost of doing business.
- 6. Regulatory compliance.
- 6. Lack of customer data.
- Health Care Marketing Trends and Opportunities for upcoming years
5 Things That Make Marketing Health Care Different
You’re probably familiar with the phrase “marketing to doctors” and have heard that the pharmaceutical industry is marketing to patients. But have you ever thought about how much harder it is to sell health care than other industries? After all, health care is one of the most personal, emotionally-charged, and complex industries. Marketing health care can be a daunting task. It requires that you learn about the industry from the inside out.
The healthcare industry is a complicated and diverse one. There are many different players involved in this dynamic space, each with its own set of requirements. And, if you want to be successful, you need to consider how those requirements affect your company’s unique value proposition. Here are five key differences that will help you build a successful marketing strategy for healthcare:
1. Compliance and regulatory regulations.
Healthcare is regulated heavily, from patient privacy laws to pharmaceutical marketing regulations. These rules change frequently, and many healthcare providers don’t even realize they’re happening. As a result, it’s important for healthcare marketers to stay up-to-date on the latest regulations in this space and to understand how they’ll impact their efforts.
2. The need for accurate data.
In healthcare, marketing and sales are often based on key metrics. For example, how many patients do you see per day? How much revenue do you generate per year? What percentage of your practice is devoted to the treatment of particular conditions?
The Healthcare industry can also use Facebook ads and PPC for better results. They will get data regarding people’s interests.
3. There is a need for a scalable system.
With a traditional sales model, it’s essential to have enough leads to satisfy the needs of your sales team, but the system also has to be scalable so your team can continue to scale as new members join the group. That is not true of healthcare, where a limited number of patients and treatments are available.
4. There is a need for an actual patient experience.
Patients are often skeptical of the value of specific treatments, so it’s essential to have an accurate understanding of how your patients feel about your practice. In the past, this was difficult to achieve, but with the advent of technology, we now can better understand our patients.
5. There is a need for a dynamic approach.
Healthcare is constantly changing, from insurance and payment models to the types of treatments that are offered. As a result, healthcare marketers must be able to adapt their strategies to be successful.
It would be best if you shopped around for health insurance plans. Some plans cover everything, and others will not cover what you need. That makes it challenging for consumers to compare the cost of various health services to find a balance between quality and price. Health insurers and hospitals also struggle to collect and analyze data to find effective ways to prevent disease and improve health outcomes. The good news is that there is a lot of innovation in the health care industry today.
How Healthcare Brands Are Finally Catching Up With The Rest Of The Market
Healthcare brands are finally starting to catch up with the rest of the market. The same thing happened with eCommerce and social media retail brands—they all got ahead of the curve, and now that they’re catching up, they’re making significant strides. The biggest challenge healthcare brands face is that there are still many questions about the value they bring to patients. But that’s changing.
For healthcare brands to gain market share, they have to compete on the merits of the product and its ability to solve the consumer problem. And that means making sure the brand has a compelling value proposition and a unique selling proposition. This approach is precisely how brands like ZocDoc, HealthTap, and iHealthLogiq have been successful in their respective industries. But most brands aren’t as prepared for this approach and strategy.
As consumers become increasingly reliant on mobile technology, they expect the same level of ease and convenience when interacting with companies and brands. And while many companies still struggle to deliver on the promise of online commerce, healthcare is quickly catching up.
According to a study by the Pew Research Center, 72% of adults used a smartphone in 2017, compared to 58% in 2012. Another interesting statistic: While only 38% of Americans have a bank account, that figure climbs to 79% among millennials. Many of these millennials have been conditioned by the convenience of digital experiences to expect that from any company, regardless of industry.
How to Use Social Media Marketing in Healthcare
The most important thing to remember is that healthcare marketers can and should leverage social media, but they need to be careful about how they approach this space. To do this, they need to be willing to accept certain limitations and consider what type of message they’re trying to send.
Social media marketing is a growing and lucrative field for the healthcare industry. Companies use social media marketing to engage with customers, potential customers, and new leads to understand the needs of their target market. The best part about social media marketing in healthcare is that it is free, and if done correctly, it can be highly effective. Health care marketers can create a personal profile on social networking sites like Facebook and Twitter. They can connect with followers and build relationships.
A medical website can attract new customers through online marketing. These include increased brand awareness, content visibility, engagement, and higher conversion rates.
6 Ways the Industry Has Lagged Other Industries
The industry has lagged others in terms of innovation. That’s been my experience while researching for this post. Undoubtedly, the Internet has significantly impacted the marketing landscape, but even within the last decade, I’ve found a lot of lag between the online and physical worlds.
This market has lagged behind many others in adapting and embracing the new technology. As such, many financial institutions still operate the same way they did years ago.
It’s common for industries to be slow to change, especially if those changes threaten their current bottom line. The industry lag effect is such a consistent phenomenon that it’s been given its term: “industry lag.” Industry lag is a simple concept.
It explains why a product is not being used by its target audience (consumers, for example) or why a company is not seeing the expected growth rates in sales, profits, or market share. As a business owner, this can cause you a lot of grief if you don’t understand why it’s happening and how to fix it.
These reasons why companies have lagged behind other industries are helpful to those who are trying to figure out why the market is stagnant.
1. What is the Customer relationship management (CRM) role?
In many industries, including banking and retail, the CRM software solution has become almost a part of the culture. Software that collects customer data, analyzes it, and generates reports and recommendations has become routine. The pharmaceutical industry has been lagging behind other sectors in adopting such technology. According to a survey conducted by Harvard Business Review, companies in pharma need more accurate data on patients to make decisions on what treatments to offer.
2. Data security.
The pharma industry has struggled to adopt CRM technology because it has a poor data security record. Some of the most significant breaches in history have come from pharma companies, such as the infamous 2002 Enron scandal. And although it is now possible to do an online transaction without exposing customer information, most pharmacies still do not use the Internet for their transactions.
3. Organizational structure.
Although the pharmaceutical industry is one of the world’s largest industries, it is also one of the most fragmented. Each drug company operates independently and is responsible for its R&D and marketing. A much larger corporation owns each company to complicate matters further. This organizational structure means the entire industry must work together to develop new drugs and promote them.
4. The cost of doing business.
There are two main reasons why the cost of doing business is so high in pharma. First, the industry is renowned for high-cost research and development (R&D). Second, the industry has a complex supply chain, including making raw materials, such as active and inactive ingredients, into finished dosage forms.
6. Regulatory compliance.
The Food and Drug Administration (FDA) has many rules that apply to the pharmaceutical industry. The FDA ensures that drugs are safe and effective before they sell out. In addition, the FDA is responsible for approving new drugs before they can be released to the market. For this reason, the FDA plays a vital role in the industry.
6. Lack of customer data.
In most industries, companies have easy access to data on their customers. They can see what products customers purchased and when they purchased them. In pharma, however, companies must go through a lengthy process to get permission to share patient data. Even when companies obtain approval, the data is often inaccurate and incomplete.
Health Care Marketing Trends and Opportunities for upcoming years
The health care industry is constantly changing, and this change is bringing new opportunities and challenges for those who are invested in this area. As a result, healthcare marketers are challenged to constantly find fresh ideas and innovative solutions to stay relevant and competitive in the ever-changing healthcare marketing landscape. As the landscape continues to evolve and consumers continue to use online channels. There are plenty of opportunities for marketers to remain successful in this space. The opportunity for growth in the health care industry is more significant than ever.
Over the past decade, we have seen a massive shift in how healthcare marketers approach the marketplace and target customers. Traditional healthcare marketing tactics – primarily television advertising – are no longer effective. The proliferation of smartphones, tablets, and online social media platforms has provided patients with easy access to healthcare content. They allowed marketers to interact with their customers in new and exciting ways. It has led to a fundamental shift in how healthcare marketers and their companies approach the industry.
We have seen some of the largest epidemics in history. These include the Ebola Virus in West Africa, the Zika virus, MERS coronavirus, and of course, the SARS outbreak that hit Asia. These are to name a few. Now that the virus is no longer spreading or is only limited to certain countries, it’s a good time to look at future health care marketing trends.
Companies in healthcare services such as medical equipment, biotechnology, diagnostics, blood and transplant services, and others are gearing up to address the potential demand for such services in epidemic conditions.