How Healthcare Experts Navigate the Complexity of Marketing Care
Hospitals and other healthcare organizations have the tricky job of outshining the competition & conveying that they are better, stronger, and more effective than other care options. This is no easy task – and can come with a series of cringe-worthy pitfalls.
For instance, one irritation, cited by a UCHealth Colorado CMO, is the tendency for healthcare providers to focus internally. Touting what hospitals do well ultimately removes the focus from the patient – who should be at the forefront of any marketing. Another irritation is a lack of audience specificity. As nice as it can be to see ads of smiling, competent doctors, they are poor candidates at driving growth or yielding audience data. Healthcare marketing needs to be nimble and responsive to the highly volatile public health concerns that are front of mind for laypeople. In this way, data-driven marketing that comes with concrete performance analytics is essential.
Another pitfall is a familiar one for marketers. Call it “old habits die hard,” or “we’ve always done it this way” – resistance to change and new ideas is a fast way to ensure calcification and lack of innovation. As culture and people change, consumer needs will change as well. Responding to consumer insights is an intelligent way to ensure that your marketing efforts will yield some value over time.
If you’re a healthcare organization or provider seeking ways to expand your marketing impact, make ASTRALCOM your partner. Learn more about our work in the healthcare space.