While there’s been a definitive shift toward digital over the last decade in healthcare ad spending, there’s still a great deal of potential in traditional tactics — especially now that big data and predictive modeling can help marketers target their communications more precisely than ever. Here’s how a targeted marketing approach reached specific women for a population-health initiative in Alabama, along with five predictive modeling tips hospital marketers can use to reach the right audience.
Hospital marketers seeking to reach women can better understand and support the healthcare organizations they work for by learning about and capitalizing on the latest industry trends. Dan Michelson, CEO of Chicago-based Strata Decision Technology, recently wrote a thoughtful recap of the 2019 JPMorgan Healthcare Conference in an article titled “The No. 1 takeaway from the 2019 JP Morgan Healthcare Conference: It’s the platform, stupid.” The article offers insights into the evolution of healthcare delivery systems as they shift from a provider mindset (selling services) to a platform mindset (being a hub for healthcare and health services in the community).
This post originally appeared on Forbes.
The conversation about the differences between how women and men are medically treated in America continues to evolve. Some claim women are treated fairly and others point out gender disparities that favor one sex or the other.
Bariatric surgery can help eligible patients live longer, happier lives. Yet despite recent research showing that some forms of the surgery are no riskier than other common minimally invasive surgeries, only 1 percent of eligible patients undergo elective bariatric surgery. Interestingly, 80 percent of them are women.
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.