The healthcare industry is progressive in many ways, but marketing strategy tends to lag behind other consumer-centric industries. Why? With closely monitored HIPPA regulations, including how patient data is used, and the FDA constraining marketing efforts, it’s often tough for healthcare to keep up with other industries’ marketing innovations. Additionally, marketing strategy is not the priority in healthcare – patient care outcomes is (and rightfully so).
That being said, a Deloitte study found that 52 percent of consumers search online for information about treatment options or more generally to learn about health concerns or care providers. According to the same study, consumers’ use of social media for health purposes also rose from 18 percent to 21 percent between 2013 and 2015.
It has become clear that consumers and patients are taking advantage of online resources both during initial research and ongoing care – thus, it is increasingly important that organizations take advantage of digital compliance marketing to boost patient engagement and, ultimately, care outcomes.
Let’s review how healthcare marketing has evolved and how digital marketing can benefit the industry: More