How to build loyalty and drive long-term growth
If you’re like most of us, you probably have a punch card (or five) in your wallet. Loyalty programs allow brands to build relationships and trust, encourage repeat visits and enhance customer loyalty. According to Bond Loyalty, consumers are 81 percent more likely to continue to do business with brands that offer loyalty programs.
How can hospitals use loyalty-marketing principles to connect with women? Here are five ways.
Put yourself in your consumer’s shoes.
Have you ever approached your hospital as a consumer or potential patient? What you learn from this user experience test could help you positively impact the patient experience. Users of hospital services are not experts in the field, so when and how we communicate with them needs to take that into consideration. It doesn’t hurt to remember that when a consumer is out of her element or a little overwhelmed by a health concern or test, it’s nice to have a care team available for guidance.
Recently, I needed to schedule my annual mammogram. I chose a local hospital, since it’s convenient and offers 3D screening. Here’s how my experience went, and where I saw room for improvement.
Reaching the male audience through wives and moms
According to Sheconomy, women account for 85 percent of all consumer purchases in America. The healthcare sector is no exception, with 80 percent of men reporting that their spouse or significant other influences their decision to visit a doctor. How can we as hospital marketers capitalize on these statistics? Here are five tips for talking to women about men’s healthcare.
Forbes recently asked agency leaders on the Forbes Agency Council about their tips for creating engaging videos. As a member of the council, I contributed a tip about how humans process stories and why they’re useful. While the focus of the article isn’t specifically on healthcare, the information is very relevant to healthcare brands because of their frequent use of testimonial campaigns. My tip is below; you can check out the full article on Forbes.
This article originally appeared in Forbes.
Hospital mergers and acquisitions (M&As) are increasingly affecting the way women shop for and acquire healthcare in America. M&As include the consolidation of separate hospitals into a system (whether that’s a larger hospital acquiring a smaller one or multiple smaller hospitals merging), as well as hospitals/health systems purchasing physician practices or other provider services. These also include the merging and acquisition of healthcare services like skilled nursing practices, ambulance services, ambulatory surgical centers, nursing home facilities, pharmacies and more.
Telemedicine is more than a nascent trend — it’s here to stay. This article explores how new technology, such as wearables, can help patients with chronic conditions better monitor their health — and how marketers can connect with and drive preference among these chronic care patients before a crisis happens.
Forbes recently asked agency leaders on the Forbes Agency Council about their tips for working on a company rebrand project. As a member of the council, I contributed a tip about the value of consumer testing ahead of launch. While the focus of the article isn’t specifically on healthcare, the information is very relevant to healthcare rebrands as the landscape shifts and more hospitals and health systems launch rebrand efforts to stay relevant. My tip is below; you can check out the full article on Forbes.
This post was originally published on SHSMD.
Women have been a powerful force in purchasing decisions for decades, and nowhere is that more evident today than in healthcare decision-making. Marketers who don’t have a strategy to target messaging to women in ways that reflect that reality are missing out. Here’s why:
While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of healthcare decisions in America. It’s important to segment and target by gender, but remember that women prefer gender-neutral marketing messages. With recent social media movements toward greater equality for women (in all realms, not just healthcare), women are more sensitive than ever to gendered messaging, and they dislike feeling pandered to.
This article was originally published by the American Marketing Association.
America’s shifting demographics are highly visible in the millennial generation. Consisting of about a third of Americans, this generation is far more racially diverse than any generation before it. Millennial women’s attitudes toward health and the healthcare system are different than previous generations, too, and millennials are consuming healthcare in different ways than older generations did.