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pwb marketing communications – Branding and Demand Generation Specialists
What is Marketing to the Empowered Healthcare Consumer?
We see significant shifts occurring in the healthcare landscape – higher costs being paid directly by consumers, more options and choices, and unprecedented access to health information through the web. Whether looking for doctors, hospitals or insurance plans, consumers are shopping for and buying brands like any other purchase. Marketing to the empowered healthcare consumer requires understanding what drives their purchase decisions – the best quality care at an affordable price, and how to package and communicate your brand in a way that speaks to the wants and needs of the empowered healthcare consumer.
How does the Empowered Healthcare Consumer impact the Brand?
Understand the unique value proposition that you offer, what differentiates you from your competition. Make it the hallmark of your brand and deliver that message to the market. Always be looking ahead to the next big thing –market innovations like specialty services and hospital retail environments, convenience factors like free-standing surgical centers or Minute Clinics, and certainly creating an experience that exceeds expectations. As you bring them online, leverage them in your branding efforts consistently and with discipline.
What is a key mistake that healthcare marketers make?
Too often healthcare marketing takes on a "flavor-of-the-month" approach, sometimes under pressure from administration or physician leadership bent on promoting the latest product or service. This can lead to inconsistent messaging, and consumers become confused about who you are and what you do. Aligning your marketing strategy with your business objectives is critical, and your short and long-term marketing priorities should flow from this process.
Why is Marketing to the Empowered Healthcare Consumer so critical now?
Because they’re not going anywhere, and that’s a good thing. Conventional wisdom says the more control a person has over their own health, the better their outcomes will be. Telling your story in a meaningful and compelling way, and delivering what you promise, will create brand trust and loyalty – the key to driving volume and sales through whatever changes may be on the horizon.
How do I get started?
If you like what you read so far, download our FREE Marketing to the Empowered Healthcare Consumer white paper here. Or, drop us a line at dialogue@pwb.com or give Marcy Jennings or Sean Hickey a call at 734.995.5000.
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