3 Healthcare Marketing Secrets You Never Knew

Marketing a healthcare business is tough! the Healthcare Industry is a unique field because while you deal with the very sensitive nature of your patients’ treatment, which often frighten you, make you vulnerable or confuse you, you also work in a very scientific and avant-garde industry where treatments, tools and systems in constant evolution. Today, healthcare providers are rarely caught up in the new health marketing strategy and sales processes or respond to technological advances.

The healthcare marketing landscape has shifted dramatically the past decade with the increase of technology tools, social media, and digital devices. A recent article for Socialnomics quotes Tricia Wilkerson, Senior Marketing Specialist at Conifer Health Solutions, on the state of B2B Marketing in the Healthcare industry: “Healthcare is notoriously behind other industries when responding to technological advances and audience expectations, so it remains important that marketers push the industry with smart trend adoption.”

Here are some important stats to consider as you begin planning out your marketing strategy:

• As of 2016, there were more than 326 million people in the U.S. Each one of them with their own personality and each one of them a potential patient.

• 52% of smartphone users gather health-related data from a smartphone.

• 91% of adults have their smartphone within arm’s reach 24/7.

• According to recent Facebook data, the number one most asked for recommendation is a doctor or a healthcare provider.

• There are 8.2 billion health-related video views on YouTube.

As in many B2B industries, long sales cycles can mean change comes slowly to marketing strategy. So, to make it a little easier for you, here are some essential truths we’ve discovered about healthcare marketing. Here are the three healthcare marketing secrets and how they can rejuvenate your business:

#1 Research and Define Your Ideal Customers

When you try to reach a particular audience, your success depends on how deeply you can guide them. Focusing on a certain segment of the market to generate and attract potential customers will not only help you polish your marketing, but also ensure that the customer association you get from your sales and marketing operations will have a better success rate.

How to Reach Your Target Audience in the Healthcare Industry?

If you are looking to improve your health care marketing, you may have realized that not all messages will be adapted to all audiences. Partnering with a marketing professional with health care experience is always a smart strategy. Before doing anything else, you need to consider your audience:

• For whom are you creating this report?

• What do they want to know?

• What will they do with the information?

For any organization and practice of medical care of all kinds (hospitals, manufacturers, doctors and surgeons, dentists, pharmacists or groups), the more specifically the target audience defined, the greater their capacity to inspire a positive response.

Once you have identified your targeted audiences, it is helpful to gather some information about them. This information can help you determine the information needs of your audience, how you can communicate with them more effectively, and where and how you can contact them.

#2 Create Valuable Content

How do healthcare marketers develop and promote relevant content? First, they must understand the needs of clients by building insight through primary research, syndicated sources, and behavior analysis. Next, they need to create content that meets their needs, such as video, blogs, articles and supports brand objectives. Finally, promote content in the media where customers interact and share.

According to a new report, 85% of healthcare B2B marketers have a content marketing strategy, but only 4% believe their programs are extremely effective.

For a healthcare marketer focused on a pediatric service line, creating helpful content could mean writing an educational article on the merits and concerns of pediatric psychology. When planning to increase content production when the vast majority does not believe that their content marketing efforts are highly effective, B2B marketing specialists are potentially prepared for failure.

Content marketing nurtures a long-term relationship with customers, which is critical in the medical industry.

3 Tips to Grow Your Healthcare Company with Content Marketing:

1. Know what your customers want to learn

2. Be a healthcare industry leader

3. Capitalize on current events

The following tips will set you up with the knowhow you need to produce better content for your readers. Content marketing is an excellent way to both position your healthcare company as a thought leader and to generate new leads and customers for your business. Be creative and offer information that provides real insight for your customers.

Target Ideal Buyers with Content

Creating and sharing successful Healthcare marketing content is all about your audience: who you’re speaking to and what you’re trying to say. To make the most out of your healthcare services, you first have to define the group of people you’re creating your content for and what they’ll find useful about it. Content marketing involves creating and sharing quality content that is specifically designed to attract your target customers. If you’re not sure how to get started with your content marketing strategy, we can help! Here’s how to target your buyer persona through content marketing.

• Defining And Developing Buyer Personas

• Consider The Buying Team

• Mapping Content To The Buyer’s Journey

The beauty of the specific content is that it was created with a specific group in mind to enjoy and learn from the way they prefer to consume content. Without a persona-based content marketing initiative, you run the risk of allowing your competitors to influence buyers by talking about their needs and addressing uncertainties through specific content, which increases the consideration of purchases as along the road.

Types of Mental Health Services

In the last few years we have gained awareness of the various needs that individuals with mental health issues need in order to achieve overall well-being. Many times, we talk about the importance of medication, individual counseling, family counseling, and, socialization.

Those are all of extreme importance when it comes to mental health but the one service that seems to be forgotten is care management. A lot of people attribute care management services to individuals who are aging or who have chronic medical conditions. Although, care management can be very helpful for those issues, we also see a huge need for intense care management for individuals who have a chronic mental illness and cannot get access to any services. It is not a secret that severe and persistent mental illness like schizophrenia, bi-polar disorder, and major depression can require intense care management and advocacy.

Just as a refresher, the duties of a mental health care manager include:

  • Acting as a connector between the individual and the community resources
  • Advocating on behalf of the individual so that he or she gain access to needed quality services
  • Overseeing the care of an individual including medication management, doctors’ appointments, therapy, psychiatric services, and anything else related to their care
  • Connecting the client’s family to support services such as individual, family, or group counseling
  • Being an advocate if there is need for hospitalization to ensure the safety of the client and their family members
  • Facilitating access to needed benefits
  • Assisting the individual with navigating all the different services so that it does not become overwhelming for them
  • Crisis intervention
  • Alleviating family members of some stress regarding the care and wellbeing of their loved one
  • Coordinating for advanced planning for the individual
  • Connect individual with social services and programs
  • Any service that the person may need the care manager will make that connection.

As professionals in the field of mental health, we see that families with loved ones living with a mental health condition often want an immediate and instant “fix” for their family member. It is important for them to keep in mind, that a mental illness is a lot like a physical illness that needs constant care. This is not to say that you cannot live a “normal” life with a mental illness however extra care is needed. In addition, as family members it is important to remember that you also have a vital role in the recovery of your loved one. The more involved you are, the more likely your loved is to recover.

There is a lot of value in having a care manager involved in the care of your loved one with a mental illness. A care manager will initially do a full initial assessment of your loved one’s needs and wishes and will explore what services can add value to the life their life. They will explore the physical, psychological, social, and emotional well-being of your family member and will assess for possible gaps that need to be filled. For example, your family member may be living with schizophrenia and has been in and out of the hospital while being non -compliant with medication. Once this happens we know that your loved ones has probably had many psychotic episodes resulting in severe impaired functioning. Therefore. he or she may need home care services to assist with activities of daily living such. However, every case is different some more severe than others.

Another common case for care management is one that your adult child has recently been diagnosed with a mental illness and you as parents/family members do not even know where to start. In cases like this, the care manager steps in and coordinates for all initial care. When this occurs we often see a sense of relief in our family members as they often will say “I do not even know how I would have started this process without you”. A care manager is also a huge support system for the individual as they now know that they have an advocate overseeing their needs and wishes.

It is important to remember that living with a mental illness or having a family member with a mental illness is nothing to be ashamed of. In addition, the diagnosis of a mental illness does not mean that the person’s life is over as many people mistakenly think. We have worked with many individuals and their families as they cope with diagnoses like schizophrenia, bipolar disorder, major depression, generalized anxiety disorder, agoraphobia, and many others. The beginning of the process is usually made up of what we like to call growing pains full of discomfort. It is important to note that many of our clients with these diagnoses live normal lives but are able to do so because they gained access to the resources in the community. One very important step is accepting the presence of this new diagnosis and what it may mean. Another important step is realizing that you may need the help of psychiatric and/or home care services. It is important to act as early as you can, as early intervention can lead to the best results.