How Can Healthcare Brands Benefit from Creative Thinking?
To put it plainly, there is a lack of creativity in the world of healthcare. According to this veteran healthcare marketer, the past 20 years have consistently revealed a strong sense of trepidation around new ideas and approaches. This is likely because creativity is often considered a risky, costly, experimental process that doesn’t yield value. These hesitations are mistaken – and will cause healthcare marketing to suffer in a moment when messaging, trust-building, and branding have never been more essential.
Thanks to COVID-19, regular people are now deeply concerned with their health and take safety measures into their own hands. People are investing in their own health, making significant purchases on things like blood pressure machines, glucose monitors, and more, not to mention relying on search engines to answer questions around health, prevention, and safety. Consumers today want to be educated and to feel that their perspectives and their health are important. For this reason, healthcare organizations would be wise to depart from the logical, analytical tone that dominates healthcare marketing. People do not resonate with analytical data when they’re sick or afraid; they’re more likely to feel aligned with a set of ideas and trust a strong, relatable message. Leading with facts is less effective than creating an emotional connection.
Generative ideation that allows for a fusion between the critical facts that healthcare organizations need to communicate with a creative edge is one way to begin integrating creative work processes into the marketing flow. Beyond that, assessing the effectiveness of campaigns to show performance data and audience growth is the best way to ensure a long life for the creative work healthcare groups so badly need.
ASTRALCOM supports healthcare brands through the nuances of digital marketing and creative storytelling. Learn more about our healthcare offerings here.