How Healthcare Marketing Is Changing Dramatically
The healthcare sector is experiencing a dramatic transformation, with consumerism at the heart. Digitally driven consumers have inspired all healthcare companies — including providers, payers and retailers — to alter the way we market, communicate and deliver care.
Consumer demand, the expansion of healthcare options in the marketplace, along with the proliferation of companies that have entered the care-delivery space, has forced this change. Consumers now have instant access to information about their choices, which heightens their expectations about what a seamless, end-to-end, healthcare experience feels like, as well as intensifies the need for true direct-to-consumer marketing.
To boil it down to its simplest, healthcare marketing is all about delivering the right message, to the right person, at the right time, then measuring, adjusting, repeating. Gone are the days when qualitative awareness building alone — broadcast, billboards, sponsorships and similar channels — were enough to persuade consumers that your option is their best option.