Gone are the days of members of a small community calling the one local doctor to a log cabin. In order to remain competitive and relevant in today’s world, it is vital for members of the healthcare industry to commit to progressive healthcare branding. Fortunately, there are some positive steps to take in order to achieve a brand that is relatable and that will reach a target audience. Take a look at the following trends in today’s arena of medical marketing:
1. Patients are adopting an attitude of consumerism.
It is no secret that medical care in the United States has become a competitive market. With thousands of pharmaceutical companies, hospital franchises, and different specialists, people are starting to take note. Instead of having a local community doctor, patients now have options. Much like a person would go shoe shopping, that same person is now “shopping” for a particular service. A lot of the success found in health care branding relies on treating the industry as a base for consumerism. Instead of viewing patients in light of their experiences, many recognize that they need to engage the patient before their visit as well as after.
2. Choosing a health care system is very much akin to a shopping experience.
Since many patients now view themselves as consumers, many people are approaching the system as they do shopping. With people interviewing professionals and looking around, it is essential for those in the industry to meet the expectations of their patients. Successful health care branding involves the recognition of the many choices in the field. In order to meet these new demands, the process of marketing should incorporate a solid and effective message into its brand, based on research and analytics of those who are most likely to respond to such a message.
3. Social Media plays a significant role in the selection process.
Patients of all ages, from young to old, are engaging in the world of social media. From Facebook to Twitter to social review sites, a large number of people receive their information from social platforms. Efficient marketing campaigns are manufacturing a visible online presence with strategically placed ads and reviews on these same platforms. Recent data suggests these ads reach more people than any other type of marketing medium.
4. Health care is shifting toward a service-based industry.
It can be disheartening to compare the act of dining in a restaurant to the act of visiting a medical facility, but recent reports reveal that the industry is mimicking patterns found in those retail stores and restaurants. Health care branding should follow the lead of the patients and move quickly to meet the demands of the consumer base. The key is to know and respond to the needs of those who are engaging in health services.
5. Health care organizations are using research to reach a specific audience.
Audience definition is a marketing term that signifies the process of utilizing research and analytics to narrow down the picture of the ideal person as a patient. In other words, there are certain people who are more likely to respond to ads and branding messages than others. Utilizing resources to focus only on those who will engage in the business is not only smart; it is necessary to the process of successful health care branding. Gathered data and programs that can analyze such data are becoming a more significant trend each day for the health care industry.
