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NVISION Insights and Innovation Team
In Healthcare, Digital Marketing

Digital Marketing for Healthcare: Conquering the Future

doctor touching screen -healthcare

The healthcare industry, and marketing in general, are undergoing a digital revolution. As many hospitals and healthcare providers scramble to re-establish their brands in the face of rampant restructuring, mergers, and rapidly shifting healthcare laws, the need to stand out from the competition and create an ongoing dialogue with their patients and customers is becoming more critical than ever.

That’s why digital healthcare marketing is so promising: it offers clever and unique new ways for savvy marketers to stay top-of-mind with their customers. That’s according to Stewart Gandolf at Healthcare Success, who explains that because of its benefits, “digital marketing is almost always our first choice for doctors and hospitals.” Let’s take a deeper look at why.

Reasons for the Digital Revolution in Healthcare

The Internet is no longer an add-on, or a nice-to-have capability. It has become “healthcare’s front door,” as Gandolf explains, for several key reasons.

Empowered Patients

More than any other time in history, the Internet has given consumers across all industries the power to browse, compare, and shop – all without ever leaving their homes. The same goes for healthcare, where a compelling and dynamic digital presence can make the difference between a patient choosing you or going to a competitor.

Mobile Is Everywhere

The rise of web-connected smartphones and tablets means that your patients are digitally connected anywhere and everywhere. From a marketing standpoint, this presents limitless opportunities to connect with them, and to offer customizable experiences with a high level of responsiveness.

How Healthcare Organizations Can Leverage Digital Marketing

With digital marketing capabilities becoming more sophisticated each day, here are some of the top ways healthcare organizations can and should be leveraging this digital revolution.

Mobile Is Urgent, and So Is Healthcare

The nature of healthcare notifications – that is, that they are often urgent, important, and critical – lends itself very well to digital and mobile. You can provide a superior patient experience, and even improve medical outcomes, by ensuring that your patients can receive their notifications via mobile, where they are likely to respond the fastest.

Digital Is Highly Personalized

If you’re looking to set yourself apart based on the superiority of your patient experience, digital is for you. Thanks to technology like cookies and digital tracking, your messaging and content can be highly segmented and personalized for your patients, so they receive the messages that speak directly to their needs, while feeling like a greater priority to your organization.

Analytics and Brand Awareness

Digital marketing provides highly accurate real-time analytics that shows you exactly who engaged with what messages, and which tactics are the most effective compared to others. In this way, you know exactly where to spend your marketing budget to maximize your ROI, and you get proof-positive of the brand-building effect of your efforts. For marketers struggling to prove attribution, this can be a critical component to success.

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There’s no way around it: the digital revolution is here for healthcare marketing. By embracing it, and working with a trusted partner who can reliably execute your marketing strategy on-time, on-budget, and with minimal waste, healthcare organizations can stand out from the crowd and win more patients.

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NVISION Insights and Innovation Team
In Building Products, Marketing Performance Measurement, Marketing Operations, Marketing Strategy

Disruption in Building Materials Marketing: A Guide for CMOs

“Disruption” is a hot word right now in marketing. It calls to mind the Ubers, PayPals, and Yelps of the world. Disruption can mean huge profits and slashed costs for companies that pull it off successfully, and a place in the pantheon of revered brands.

But for CMOs, who must try to navigate through this ever-changing sea of disruptions in consumer behaviors, business environments, and new technologies, handling this task, and identifying which opportunities to capitalize on, can be a challenge. That’s why Navigate-the-Channel offers these helpful tips for coming out on top to CMOs riding the wave of disruption.

Explore and Understand New Technology

It wasn’t even five years ago that virtual reality, machine learning, A.I., and the Internet of Things were all pipe dreams. Now, they’re household concepts, and marketers are integrating them into their strategies.

Take Marriott Hotels, for example. It uses VR headsets to allow vacation shoppers to virtually “explore” some of its flagship properties in places like London, Hawaii, and, Thailand, telling its hospitality story better than a pamphlet ever could. VR, and the ability to “walk through” structures has exciting applications for the building materials industry.

As NTC puts it, “these technologies should not be cultivated for their own sake,” but CMOs should seek to understand both their applications and their appeal to consumers.

businessman holding tablet

Use Data to Consider Customers Holistically

Big data has brought big changes to how marketers develop customer personas and ideal customer profiles. In the past, CMOs grouped large swaths of customers into similar “personas” and segmented their marketing efforts at that level.

Now, with the rise of “Big Data” and, more importantly, the machine learning power to analyze, process, and make sense of it, CMOs have an unprecedented opportunity to target their customers at an even more granular level.

As NTC explains, “In a small industry like building materials, everyone knows everyone else. Each person within a sales funnel must be considered fully,” and that includes considering their organization’s challenges, goals, budgets, geographic markets, and more. CMOs should explore investments in big data analysis that can help create these hyper-specific buyer profiles.

Real-Time Responsiveness and Connectivity

The Internet of Things is rapidly redefining traditional marketing “channels.” Now, refrigerators can recommend packaged foods to consumers, and windows can suggest more energy-efficient blinds.

CMOs should take a step back and consider how certain societal and consumer attitudes have already changed regarding styles, materials, and processes. “For instance, certain manufacturing processes that would have been industry standard within building materials might now be considered anti-environment and cause enough of a stir to hinder business,” explains NTC. The use of asbestos in insulation materials is one of the most famous examples.

Smart CMOs should take into consideration which aspects of their business may become the subject of consumer attention in the future, and they should prepare their marking supply chain and marketing operations to be agile and responsive to these changes as they arise.

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