5 Game-Changing Hospital Marketing Trends to Watch in 2020 and Beyond

hospital marketingNothing has spurred more change in the healthcare industry than the recent transition to a value-based model for patient care. As explained by Michael Porter in his well-known article for the New England Journal of Medicine, value is dependent on “results, not inputs” in this new mode of healthcare: It is “measured by the outcomes achieved, not the volume of services delivered, and shifting focus from volume to value is a central challenge.” 

What this means is that healthcare organizations must entirely restructure their approach to success. While cost-consciousness will always be important, an organization’s ability to provide consistently positive patient outcomes ought to be the number one priority. In turn, marketing teams should dedicate time to refreshing hospital branding and messaging so that it focuses less on quantity of available services and more on long-term patient care outcomes.  

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Using Healthcare Data to Identify Opportunities in Your Market

In today’s healthcare environment, it’s challenging for organizations to pinpoint exactly where ripe opportunities exist. This stems from a lack of access to valuable contributing data inputs and/or the ability to conduct analysis on – or across – multiple data sets. 

At its crux, identifying healthcare opportunities should be a result of discovering underlying needs within a customer or physician segment, service line, and/or geographical area.

However, many healthcare organizations simply don’t have the necessary analytical power to uncover these valuable insights, partially due to siloed consumer, patient, and physician data.

As a result, it’s important to leverage a tool that can store, organize, and analyze large amounts of data from all corners of the organization. In addition to this, tools that guide users to the most important insights achieve faster time to value – creating high-value opportunities.

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6 Failproof Strategies to Drive Healthcare Digital Marketing Success

Digital Marketing in HealthcareThe healthcare industry is progressive in many ways, but marketing strategies tend to lag behind other consumer-centric industries. Why? With closely monitored HIPPA regulations, and the FDA constraining marketing efforts, it’s difficult for healthcare organizations to keep up with other industries’ marketing innovations. Additionally, marketing strategy is not the priority in healthcare —  patient care is (and rightfully so).

That being said, a recent study found that 77% of patients perform online research prior to booking an appointment. Even more profound, another study by the Pew Internet & American Life project found that 93 million Americans (approximately 80% of Internet users) have searched for a health-related topic online. 

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 marketing to boost patient engagement and, ultimately, care outcomes.

First, let’s take a step back to discuss how healthcare marketing has evolved: More

3 Ways Social Media Can Improve Healthcare Marketing Efforts

healthcare marketing effortsSocial media is in its prime. According to a 2018 report by Adobe Digital Insights, Social media is the most relevant advertising channel for 50% of Gen Z and 42% of millennials. The significance of this statistic cannot be underestimated. 

For the healthcare industry in particular, social media can help engage patients, providers, and the public with relevant and timely information, as well as communicate the value and credibility of the health system.

Findings from the 2018 Sprout Social Index found that posts with links to more information are the most preferred type of content on social media. In addition, 30% of consumers said that this is the kind of content they’d like to see most from brands on social. 18% preferred graphics and images, while 17% would like to see produced video.

The wide variety of content that can be distributed via social media – from images and video to mixed-media blog posts, polls, and infographics – is a great way for healthcare brands to begin to capitalize on their mission and engage with patients through captivating, often emotionally-charged subject matter. 

When executed correctly, social media campaigns are incredibly powerful. Of course, proper targeting and optimization is necessary to begin to map out your strategy. This planning is best executed with a healthcare CRM or other database in place to gauge your market opportunities. 

If your organization has not yet begun to capitalize on this marketing tactic, it’s time to reevaluate your strategy: More

What Is the Patient Engagement Journey and Why Is It Important?

nursepatientThink back to the last time you had an outstanding customer experience. Maybe you received the wrong item you’d ordered online, called customer service, and had the correct item delivered to your doorstep the next morning. Maybe your flight got delayed by several hours and you received a voucher for a free flight the next time you booked with that airline.

In today’s customer-centric marketplace, these types of stories are not uncommon. With the majority of companies already competing mainly on the basis of the customer experience, it is no longer optional to provide customers with exceptional service: According to a recent study by Aberdeen Group, companies with the strongest customer engagement and experience strategies retain an average of 89% of their customers, as opposed to 33% for companies with weak strategies (via Internet Retailer).

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