There’s a big difference between having a ton of data and knowing how to best use that data to effectively reach and communicate with the women who make up your target consumer group. The best way to learn? You can jump in and experiment, or you can check out the learnings of those who have spent a lot of time figuring it out.
This article originally appeared on Forbes.
While providing high-quality medical services is the No. 1 aim of hospitals, this isn’t always the No. 1 criteria women consider when shopping for health care. All hospitals strive to provide the best care, whether overall or by service line, so advertising that as a point of difference is a quick way to get passed up in the consideration set. Focusing on technology and expertise can also be ineffective, as so many hospitals and health systems already do this.
This article previously appeared as an AMA Marketing News posting.
The new year represents an optimal time to examine the latest shifts in healthcare marketing opportunities.
Overall in 2019, we’re likely to see hospital and healthcare marketers work harder to connect with consumers online, to focus on specific consumer needs, and to meet those needs via more channels than just the typical office visit. Here are nine trends as we head into 2019 that offer hospital and healthcare marketers a chance to stay ahead of the curve.
This article originally appeared on MediaPost.
Any woman who’s tried to learn how much a surgery, test or procedure will cost for herself or a family member knows it’s almost impossible to shop for healthcare in America on price and quality. Increased regulation has fallen short of its promise to make it easier to determine what consumers pay. But efforts continue: The Centers for Medicare & Medicaid Services (CMS) recently changed the rules about how hospitals must share pricing information. Starting January 1, 2019, hospitals will be required to publish their standard charges on the internet.
As a member of the Forbes Agency Council, I recently had the opportunity to contribute to a thought-leadership piece on how brands can master the use of live video to connect with their audiences. The article offers a collection of excellent tips, tactics and strategies for the general market, and a number of them can be adapted to a healthcare-specific audience. Here are just a few.
Atul Gawande, author of “The Checklist Manifesto,” recently penned an article for The New Yorker titled “Why Doctors Hate Their Computers.” The article offers great insights into the pressures doctors face as they deal with complicated medical software that often negatively affects the quality and duration of their time spent with patients.
Answering common concerns can drive volume and preference.
When a market goes through the kind of wild swings we’ve seen in the healthcare industry over the past decade, it can be hard for marketers to predict the ways consumers will balance their needs against their means to meet those needs. Particularly in healthcare, where costs are spiraling while incomes remain flat, marketers are struggling to know how they can reach their mostly female targets in an effective way.
Fortunately, there are a few constants healthcare marketers can depend on.
A generational shift in how patients view primary care providers is causing industry upheaval.
A recent story in the Washington Post reported on a healthcare trend that has primary care practitioners concerned: Millennials are increasingly turning away from primary care and toward options that provide more convenience and price transparency.
A new billing code could help hospitals promote the use of wearables to improve lives for patients with chronic conditions.
Chronic disease is a critical and growing problem for Americans. While women and men experience conditions at different rates, women tend to be affected earlier in life, and thus need care longer. According to the CDC, nearly half of Americans have a chronic disease, and per a March 2018 study in the International Journal of Environmental Research and Public Health, the number is growing.
This article originally appeared on Medium.com for the American Marketing Association.
There are many misconceptions around how to best market hospitals and healthcare services to women: Use pink or don’t? Do gendered messages have stronger appeal? Is it okay to skip focus-group testing? Here are 10 tips for crafting more effective healthcare messaging for women.