Consumer-centric titans, such as Amazon or Walmart, are accelerating their efforts to increase market share in the healthcare sector. Meanwhile, smaller startups compete to disrupt the industry by claiming to offer more efficient solutions for patients and providers without the red tape.
As a result, some health systems are at risk of having their messages overshadowed by more cutting-edge tactics. To stay competitive, healthcare organizations’ marketing teams are implementing tools aimed at better personalizing campaigns for consumers, while also using a range of advertising platforms to stand out in their communities as a go-to choice.
“When you think of advertising and marketing, it’s easy to default to the shiny billboard and the digital signs on the trains and in transit,” said Debbie Cohn, vice president of marketing and digital communications at NYU Langone Health. She emphasized the need to connect the experience of prospective patients with that of existing patients.
“I think often there’s just too much emphasis placed on that brand level above the line,” she continued, referring to broad, untargeted campaigns.
Marketing teams measure success in different ways, including by implementing attribution models to determine a campaign’s impact on metrics such as patient appointments. Equipped with that information, the team can then funnel resources to the channels working best, said Ed Gibson, managing director of marketing transformation and technology in life sciences and healthcare at Deloitte Digital.
The goal for healthcare marketing teams is to deliver a more consumer-centric message and make it easier for patients to interact with the organization, including by seeking care.