5 Marketing Changes to Make for Better Patient Care

PUBLISHED: 1/1/0001

In healthcare marketing, digital transformation is about so much more than just achieving results. It has an impact on how well doctors and nurses can focus on doing what they do best and therefore quality of care and patient outcomes. 

In this article we’ll unpack how marketing can lead the charge when it comes to provider better patient care.
95% of both B2C and B2B executives say they believe their customers are changing faster than they can change their businesses. (Accenture, Life Trends 2023)

Let Patients Drive Segmentation: Gather Zero-Party Data

Third and first-party data continue to be critical in segmentation strategy, but with data depreciation occurring as a result of browser and OS restrictions, privacy laws, and consumer concerns about data privacy, zero party data will be prime. In fact, 90% of marketers are actively responding to those challenges by capturing zero-party data within the next several years.

Zero-party data is “data that a customer intentionally and proactively shares with a brand, which can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize her.” (Forrester). 

This unlocks exciting possibilities to make messaging more personal and adapted to the needs of patients. 

[Look in RFPs for more concrete examples. Also bring up HIPAA]

How can your team get started? 

Crush Departmental Silos: Streamline Digital Experiences Across the Entire Patient Journey

There’s no room for non-digital marketing anymore. No matter the department you are in, it’s time for health marketers to embrace the modern marketing ecosystem that includes unified data, omnichannel support and a strong CRM stack. 

Over half of CEOs state that digital improvements have contributed to their overall revenue growth. And there’s way more than revenue at stake. Without a streamlined digital experience, patients that are in the process of exploring their care options fall through the cracks. [find more details from RFP]. 

Ultimately, a better integrated patient experience builds trust. But to get there, silos between departments like ________, __________, ___________ need to be broken down to bring together disparate data and marketing systems. 

Teams that shift their perspectives to a patient-centered approach will ______________.

The challenge is that there are gaps between business groups on what to prioritize. With the proliferation and evolution of digital platforms, measurement insights and optimization strategies will continue to be in high demand.  Understanding both individual and synergistic channel performance will be the secret to high-performance marketing.    

With data privacy continuing to evolve, keen insight into new platforms will be paramount in staying ahead of the ever-evolving digital landscape. 

How can your team get started? 

Various customer journeys should be documented. We find that comprehensive journeys are cornerstones for integration (even though this is one of the toughest jobs for marketers).  This ensures the patient comes first and stakeholders become aligned to the basic assumptions of the patient experience.

Additionally, there’s an inclination to use the traditional marketing funnel in lieu of a journey.  Don’t do it. These two approaches serve very different purposes and using the marketing funnel can create the wrong focus for health provider organizations.

We narrow the gap with what we learn from other industries and shorten the path to modernization. This is done through identifying proof of concepts, tracking and attributing data from interactions and enabling seamless, connected journeys and automations. 

Consumer expectation has only increased since the onset of the pandemic and will continue to rise in the coming years.  The organizations who reach “the finish line” first will have a decided advantage over other health providers in a way not seen by other marketing and experiential advancements.

Protect Talent: Improve the Physician Experience to Deliver Better Patient NPS  

We know that patient NPS is directly related to provider NPS and engagement. We expect marketing (or HR) to partner with IT to improve the experience for team members, especially physicians. 

By optimizing one of the benefits of a healthcare “system,” we lighten the administrative burden on physicians and allow them to devote more of their time to patient care instead, which is their primary goal and motivation. 

In today’s high stress environment, healthcare technology can increase physician satisfaction. Technologies that drive their efficiency and engagement also drive clinical effectiveness and positive patient outcomes. 

Surround Sound Patients: Bridging the Gap Between Clinical & Marketing for Chronic Conditions

Due to population health and value-based care, marketing needs are shifting more dollars  and strategies towards lifestyle change initiatives especially amongst chronic condition populations. Structured lifestyle change programs have proven to show significant effects - among those with prediabetes, enrolling in such a program decreased their risk of developing type 2 diabetes by almost 60% (CDC). 

Chronic and mental health conditions account for 90% of annual healthcare expenditures in the US, so value-based care presents a valuable opportunity to drive a renewed collaboration with high-risk, chronic condition patients. This provides a new operational, communications and collaboration model.

Own Employee Delight: Redefine Your Employer Value Proposition Through Brand and Operations

Staffing shortages during the COVID-19 pandemic have cost hospitals over $24 billion (Premier). Therefore, all health provider organizations must re-engage the talent market through innovation with the employer brand experience. Operational improvements that make the lives of providers and employees better and easier will offer employees the focus on delivering value to patients and organizations. The definition or redefinition of the EVP - Employer Value Proposition - is an imperative.

PERSIST: Leverage the Latest in Digital Marketing to Drive Talent Acquisition

More clients are leveraging the expertise of their marketing and PR teams to drive unique approaches to more engaged, targeted talent acquisition initiatives. Almost 70% of job candidates pay attention to a company’s brand and values, highlighting the importance for coordinated efforts and outreach between marketing and HR (Smart Recruiters).

💡 Tip: Never keep up on simplifying the healthcare experience for patients and caregivers. Connect the dots, integrate information, challenge the status quo and improve access anyway you can.

We help health providers every day to better implement marketing plans and prepare for these changes. Contact us today if ready to welcome the future into your organization!

EMBRACE EMOTION: Build Belonging

Experts say that brands will continue to be built by communities more and more in the future. And the benefit of most communities delivers on the important human need of belonging.  

Health providers represent a uniquely special opportunity to create belonging. Often these organizations can become distracted by focusing on the “better,” when perhaps embracing more of what we have in common can create the greatest difference yet research shows that emotional campaigns deliver a much better ROI. The heart goes on.