Today’s healthcare consumers are much different than the healthcare consumers of the past, thanks to the wealth of resources available, including the advancement of technology. Patients now have more options than ever, and can access them instantly from their devices. As a result, healthcare companies today face new challenges when it comes to marketing effectively.
According to Lindsay Resnick in CMO.com, “Success in a transformative landscape requires marketing leaders to re-examine strategic imperatives, anticipate what’s coming next, and deftly navigate a fast-moving set of obstacles and opportunities to capture customer mindshare.”
In order to ensure success in these changing market conditions, healthcare brands must capitalize on emerging opportunities to improve their marketing campaigns, and here’s how.
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Delivering an exceptional customer experience being the priority, healthcare marketers should collect, analyze, and leverage consumer data to develop a “Patient Persona” to attribute marketing strategy.
By leveraging the sum of cross-channel consumer data, nothing will attract more consumers than an intimately crafted and satisfying message tailored to consumers’ needs.
When consumers are content with their needs through your product, your brand will experience higher profits, increased demand generation, and enhanced brand awareness.
As Resnick stated, “Customer experience will go beyond journey mapping as healthcare companies commit to budgeted, cross-functional efforts across customer life cycle touchpoints.”
By learning about the different needs and demands of their consumers, brands can develop and implement marketing campaigns that are directly relevant.
Connect Consumers with Your Brand
In the Right Way
Human beings want to be heard. However, many consumers in the healthcare industry feel that health brands don’t listen to them. Focusing on efforts to productively engage with consumers will increase customer satisfaction and, more importantly, allow healthcare brands to help more people.
As Resnick explains, “Many people with chronic conditions fail to take the steps they need to live healthier lives. Improving clinical outcomes for these types of patients/customers will mean motivating and engaging them to face personal health challenges and helping them navigate the intricacies of a very complex financial and clinical ecosystem.”
Through active listening and interaction with consumers, healthcare marketers can improve the quality of assistance they provide. With the consumer experience rate for the healthcare industries is among the lowest of all sectors since 2016, healthcare brands can leverage efforts to convert this into an opportunity; an opportunity to truly engage target consumers by providing a quality experience to connect consumers with your brands in the right way.
Focusing on efforts to productively engage with consumers will increase customer satisfaction and, more importantly, allow healthcare brands to help more people.
Combine Data, Creativity, and Technology
To healthcare brands, it is critical to provide an attractive, yet attentive customer experience by realizing the three-way convergence of brand, direct, and content marketing. And they should combine data, creativity, and technology to develop and implement robust marketing approaches.
For obvious reasons, developing customer touchpoints based on consumer data is essential to deliver personalized experience via relevant conversations to exchange value to retain profitable consumers.
And health brands, perhaps more than most industries, must take advantage of the technological resources; apps that can be used on mobile devices to easily and quickly interact with brand representatives, search for product information and ask essential questions help close the gap between customer and care.
No one enjoys feeling like they’ve wasted time. When customers receive an easy, convenient, yet quality experience, they will be happier, and more likely to become your brand ambassador.
Effective use of data to create channels for relevant conversations to exchange value is vital for marketers to retain profitable consumers.
As the healthcare industry changes and presents more challenges to marketers, health brands must employ new methods to remain profitable and satisfy their customers’ needs.
By using customer data to deliver a more personalized experience, ensuring that there is an effective channel for communication and productive engagement with consumers, and employing marketing techniques that combine data, creativity, and technology, you can provide a satisfying, helpful customer experience that will drive sales, and increase brand awareness.
And by working with a trusted partner who can help you capitalize on new marketing opportunities in the healthcare market, your brand can compete on the quality and effectiveness of your healthcare marketing efforts.
NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.
With 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.
We manage every step of the process to deliver marketing operations – simplified.