How the Healthcare System Affects Marketing Strategies: Considerations for Successful Healthcare Marketing

Thanks to The Impact of Marketing on Healthcare Systems, The Journal of Medicine and Life, for inspiring a lot of this article.

Did you know that healthcare marketing is at least a $4 billion industry? Whether or not we like the fact of the matter, it stands that there are now so many providers for patients to choose between that a significant amount of money is dedicated to convincing our potential patients to choose us. If that's how we need to stay in business, let's talk about how exactly to go about marketing. Because you may remember a time when it wasn't the case that you needed to be on social media to be relevant to your patients - saving their life was enough. However, a lot has changed in the last decade. So let's dive in. 

What Makes a Good Healthcare Marketing Strategy

In a few minutes, we'll get into all of the actionable things you can do to market your business. Let's start with a simple list, though. Because advice is everywhere on what you should be doing, marketing-wise. However, all good marketing and sales strategies boil down to having a strong unique value proposition(UVP). What do you have to offer that your competitor(s) don't? How are you different?

A good UVP in healthcare(and anywhere, but especially in the business of dealing with people's lives and well-being) will be honest, offer something of value that a competitor isn't offering that is important to the patients you're trying to reach, be memorable, and be difficult to imitate.

Recent Medical Marketing Trends That Have Affected the Healthcare Industry

Because of the nature of healthcare, marketing affects this particular industry more than it may others. Specifically, the shifts in marketing trends may be felt more profoundly or differently. This journal article put it best.

"The marketing of healthcare services differs primarily through the nature of demand for health services. Secondly, the beneficiary may not be the target of the marketing campaign, the physician being the one who decides what, where, when, and how much will be provided for a particular service. Healthcare services also differ where the product can be very complex and may not be easily conceptualized. Many of the procedures used in healthcare, especially those based on technology, are complicated and difficult to explain to a person who is not specialized in that particular field." - J. Med Life

Mass Marketing Approach to Personalized Marketing

 Personalization is key in connecting with healthcare consumers on a deeper level and addressing their individual needs and preferences. Healthcare organizations that tailor their marketing campaigns to specific segments of the population can attract a more targeted audience and enhance the patient experience.

By personalizing marketing efforts, providers can create customized messages that resonate with potential patients and differentiate their services from competitors. This approach allows healthcare marketers to build meaningful relationships and foster loyalty among patients, ultimately leading to increased patient retention and satisfaction. Implementing personalized marketing strategies can set healthcare organizations apart in a crowded marketplace and drive long-term success.

Service Marketing Has Replaced Image Marketing

In the past decade, the focus of healthcare marketing has shifted from image marketing to service marketing, highlighting the value of healthcare services over brand image. Healthcare consumers are increasingly seeking information about the quality and effectiveness of healthcare services, driving the need for transparent and informative marketing strategies.  Healthcare providers that prioritize service marketing can build credibility and trust with healthcare consumers, leading to increased patient satisfaction and loyalty. 

Personalization is In; One-Size-Fits All is Out

Personalization has become a central theme in successful marketing strategies. Full stop. Personalization is a big thing in sales and marketing across the board - and we're seeing it in healthcare too, with providers leveraging functional medicine and promises of tailored care plans to build patient trust. This personalized approach allows providers to address the unique needs of individual patients and create tailored experiences that resonate with their preferences. As repetitive as this marketing may get - and it may make you wonder how personalized it is, if everyone's getting the same message about how personalized it will be- this is what resonates with consumers now. The idea that the doctor or nurse they're seeing cares about them as a person, rather than just another patient to medicate. There's a lot to say about this trend and how it is affecting health literacy(or lack of), but that's another conversation.

Market Intelligence is Key

Market intelligence plays a crucial role in shaping effective healthcare marketing strategies by providing valuable insights into consumer behavior and trends. However, healthcare organizations haven't always cared about market intelligence. As a service that's always in demand, the attitude for a long time was to ignore the market. Healthcare is always needed. However, big hospital systems and small private practice owners can no longer afford to ignore the market.  Understanding market dynamics and consumer preferences is vital in allowing healthcare organizations to tailor their marketing efforts to meet the evolving needs of healthcare consumers.

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8 Key Components to Healthcare Marketing in 2024

These 8 key components are outlined in that journal article I mentioned, and notably, they apply more to large organizations. We'll take a look at how these translate to small businesses after a quick overview of all of these. But if you take anything away, it should be that marketing is so multifaceted. While online marketing can't be ignored, there are so many other ways to catch consumers' attention. 

It's kind of like how I do client acquisition. Everyone asks me if there's one place I get my clients, and I always tell them that I get clients through cold email, referrals, inbound marketing, and even job platforms. The larger the net, the more fish to catch.

Public Relations

Public relations play a vital role in healthcare marketing by shaping the public perception of a healthcare organization and building trust with the community. Through strategic communication and engagement initiatives, healthcare providers can enhance their reputation and establish credibility as reliable sources of information and care. Public relations efforts help healthcare organizations connect with the public, share important updates, and cultivate positive relationships that support long-term growth.

Internal Marketing

Here's the ideal definition of internal marketing:

Internal marketing focuses on engaging and empowering employees to serve as brand ambassadors and deliver exceptional patient experiences. By prioritizing internal communication and employee engagement, healthcare organizations can align staff members with the organization's mission and values, driving a culture of excellence and patient-centered care. Internal marketing initiatives help foster a positive work environment and empower employees to deliver high-quality services that meet patient expectations.

In theory. And if you've ever worked for a small healthcare business with a truly stellar physician the helm, you may know that this can be a reality. The same way you know that there are healthcare employees around the world who would rather stick forks in their eyeballs than lie and say their hospital has a positive work environment. Internal marketing is important. It saves organizations money on new hires. 

However. However! So many hospital systems and even smaller private businesses do not give two shits about internal marketing, or HR, as we might call it. Should you? Yes. Am I cynical from experience? Also, yes. 

Traditional Media

If you asked me to pick between digital and traditional media marketing, I'd say digital. All the way. However, traditional media remains a valuable component of healthcare marketing strategies. Print, television, and radio advertising can reach a broad audience and help organizations increase brand awareness and visibility in the community. I, for one, like to listen to my local NPR station and community partners often advertise there.

Integrating traditional media into a comprehensive marketing strategy allows organizations to connect with audiences who may not be reached through digital channels alone. That's the point of this little overview - to show you that an integrated marketing strategy is better than a one-channel strategy. 

Physician/Provider Referrals

Physician referrals play a crucial role in healthcare marketing strategies by leveraging the trust and credibility of healthcare professionals to attract new patients to medical practices. By fostering strong relationships with referring physicians and healthcare providers, medical practices can generate a steady stream of patient referrals and grow their patient base. Physician referrals are a powerful tool in expanding the reach of healthcare services and increasing patient acquisition rates. So, if you aren't socializing with your colleagues in the community, please do. 

Online

Online marketing has become a cornerstone of modern healthcare marketing strategies, offering organizations a cost-effective and efficient way to reach potential patients and engage with the community. By utilizing digital channels such as social media, search engine optimization (SEO), and email marketing, healthcare providers can enhance their online presence and attract a broader audience. Online marketing strategies enable organizations to connect with patients in real-time and deliver timely information that meets their healthcare needs. Here are a few key components of online marketing, and there are more I haven't mentioned - like advertising on social media or Google.

SEO

SEO is such a big topic, which is why I have these articles on healthcare SEO for you! I'll put it like this: how will you get patients online if no one can find your website? I'll wait.

Local SEO for Healthcare: Why Your Marketing Needs to Be Community-Based

Healthcare SEO Agency vs. Freelancer: Which is Right For You?

What is Healthcare SEO? A Comprehensive Guide for Providers

Reputation Management

Reputation management is essential for organizations looking to build trust with patients and maintain a positive online reputation. By actively monitoring online reviews and feedback, healthcare providers can address patient concerns, respond to feedback, and demonstrate a commitment to patient satisfaction. Reputation management strategies allow organizations to proactively manage their online reputation and build trust with their community. It all goes back to transparency. 

Social Media

This is the power of social media: It humanizes you. You are suddenly just like your patients. Not in a bad way where they don't trust you. You can showcase your expertise on social media. But you are more accessible. For people who don't trust healthcare providers or who feel uncertain, appearing friendly or showing off the fact that you do have a favorite food can make you more trustworthy. It shows you're human, too. That's really what social media is for - humans doing human things for other humans. 

Mobile-Optimized Website

Look, everyone uses a phone now. Well, about 80% of your prospective patients. If your website is slow to load or hard to navigate, they will not stay. They will find someone else. So many options! Why wait for you? Make it mobile-friendly as part of a comprehensive healthcare SEO strategy.

Content Marketing

Content marketing plays a central role in healthcare marketing strategies by delivering valuable and relevant information to patients that educates, informs, and engages. This is important because most people will find you online. Most of those people will want to read more about you before they choose you. So, what should you do? Have a blog or other multimedia ready for your current and potential patients. 

Effective content marketing aims to provide patients with useful information that empowers them to make informed healthcare decisions and take control of their health. By producing informative blog posts, articles, videos, and infographics, healthcare providers can engage with patients on a deeper level and position themselves as trusted sources of healthcare information. 

Strategic Marketing

Strategic marketing is a key component of successful healthcare marketing strategies, focusing on long-term planning and goal setting to achieve sustainable growth and success. By developing a comprehensive marketing plan that aligns with the organization's objectives and target audience, healthcare providers can effectively position themselves in the marketplace and differentiate their services from competitors. Strategic marketing involves analyzing market trends, identifying opportunities for growth, and implementing targeted campaigns that drive patient acquisition and retention.

Branding & Messaging

Branding and messaging are core elements of healthcare marketing strategies that shape the identity and reputation of a healthcare provider in the marketplace. Branding is more than just pretty fonts and logos and colors; it's about the story you tell your patients. It's about conveying how they will feel once they interact with you. How their life will be transformed. Great branding tells YOUR story in a way people resonate with. 

Employer Marketing

This one is really just for big organizations. So quick recap: Employer marketing allows organizations to offer corporate health services & make more money.

Implementing Healthcare Consumer Marketing as a Small Business

If you're a smaller healthcare business or private practice, this is a lot to take in. Frankly, you need all of it(except maybe employer marketing, you decide) in some way. PR, referrals, digital and traditional media, branding, healthcare SEO - it all plays a role. As a small business, this looks very different than how a large hospital will invest in their marketing. And that's fine! You can contract out specific services or retain a small business marketing agency for these services. You can also prioritize certain services. I said I would put digital marketing as more important than traditional media, remember? What you prioritize will also depend on your target demographic. For example, are you an aesthetic center or a geriatric medicine private practice?

Lastly, let's just say it: it's weird! When you're considering becoming a doctor, you never think about having to market a private practice or write content for the hospital you work at. It's odd. Even if you study healthcare admin, you may think more about traditional admin work than the online visibility of your hospital. 

Patients have more options these days. Enough options not to choose you. So, if organizations, from decision-makers to providers want to stay relevant, strong healthcare marketing is essential. These are just some ways to get started. 

Now You Can Develop a Medical Marketing Strategy with Ease

When you work with Camille Prairie Creative Co., you’ll get tailored support for your digital marketing needs from professionals who work with small healthcare businesses to increase organic traffic and online visibility and turn first-time website visitors into lifelong patients. We’ll work with you to create a customized digital marketing strategy to meet your goals and boost your online presence. Learn more when you book a 30-minute meeting with us today.