Innovative marketing practices are the goal of every marketer; however, sometimes, it’s essential to consider not what new marketing tactic will be influential but how you can leverage existing marketing practices to solve larger business challenges. Within the healthcare space, marketing can now be used for much more than increasing awareness and acquiring new patients; it can be a primary driver for ongoing patient retention and even a tool to improve patient outcomes.
Marketing doesn’t stop with acquisition. Instead, marketers should utilize marketing communications to continue to nurture patients through their entire healthcare journey.
According to a recent Salesforce presentation, marketers are beginning to shift their tactics to this lifecycle approach, where marketing materials address customer needs through all stages of the sales funnel. But there is still much work to be done. One of the biggest missed opportunities is for healthcare marketing departments to work with operational and clinical teams to ensure that all communications are clear, maintain a consistent brand message, and drive towards enhancing the overall patient experience. This not only includes marketing materials but also scheduling, billing communications, treatment information, etc.
Healthcare marketing also has a significant untapped potential in patient education. While blogs and social content are sometimes used to share general health information, most of the information used in marketing materials is generic, doing little to resonate with or inform patients in meaningful ways. Instead, marketing channels can serve as a resource for patients and provide more in-depth patient education on specific diagnoses or treatment options. To this point, the NIH recently published an article on how clinicians can use social media to share reliable condition-specific information with patients. Patient education through marketing channels not only helps patients better understand their diagnosis and treatment options, but it could potentially also improve their treatment adherence and outcomes.
One example is the use of patient education in specialized fields like physical therapy (PT). Even today, there is still widespread confusion about the application of PT as part of a larger integrated clinical pathway. Most patients see a physical therapist at the end of treatment – following surgery or a more intensive treatment plan. However, data has proven that seeing a physical therapist as the first stop in a care pathway can actually improve outcomes and lower costs for the patient. It is crucial information like this that patients just aren’t getting. Patient education doesn’t have to be general. Instead, marketing departments can leverage personalization opportunities to speak to patients to ensure that the information that they are receiving is actually compelling and impactful.
Beyond patient engagement, physician referrals remain one of the most important drivers of organizational growth. Yet, at times, healthcare organizations erroneously assume that referring physicians fully understand the services they offer. This is often not the case. Healthcare marketing must play an active role in educating referring physicians about their evolving service offerings. For example, many physicians are not fully aware of the benefits of physical therapy, especially as they relate to wellness and prevention. Through provider education, marketers can better enhance referring physician relationships and also ensure that patients receive the right services at the right time.
Healthcare marketing is no longer just for acquisitions. Healthcare organizations that adapt to the evolving role of marketing in their business practices will begin to establish themselves as trusted partners in their patients’ health journeys and reap the benefits both clinically and operationally.
Image: stock.xchng user ilco
Meg Dietzel, Chief Marketing Officer of Confluent Health, is a dynamic leader driving Confluent Health’s growth, equipped with extensive experience that encompasses military leadership and corporate strategy. Known for crafting and executing innovative marketing strategies, she excels in amplifying market presence and forging strong healthcare partnerships. At the core of her work is a deep-seated ability to navigate complex environments and spearhead initiatives that fuel growth and solidify competitive edge. Her track record includes senior leadership positions at Patterson Dental and the U.S. Air Force. Meg’s commitment to operational excellence and strategic marketing is reflected in her oversight of Confluent Health’s expansive marketing operations, aligning 50+ brands under a unified, effective go-to-market strategy. Her authentic and inclusive leadership style fosters a culture of innovation and collaboration. Her forward-looking vision for healthcare propels Confluent Health as the industry leader, elevating the MSK industry through stronger care, empowered providers, and lasting relationships.
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