Healthcare Marketers: Words, Channels Matter to Consumers
Potential patients really don’t want to see the words “risky,” “fun,” “daring” and “luxurious” in any of your messages, healthcare marketers. So says a recent study by LAVIDGE, an advertising agency which conducted the 2017 healthcare marketing report.
Understanding the marketing that connects with consumers is especially important now, according to an article Tuesday in HealthPayer Intelligence. “Spending for healthcare marketing was $9.7 billion in 2015 alone, a double-digit increase from the previous year,” reads the article that then lays out specifics about what potential patients would like to see from marketers.
Potential Patients Prefer TV, Direct Mail
“Despite the push for digital marketing,” reads the HealthPayer Intelligence piece, “85 percent of consumers reported they preferred receiving healthcare messaging via television as their medium of choice. Direct mail followed at 70 percent. The complexity of many healthcare issues was cited as a reason that print, including newspapers, was still preferred by almost three-fourths of respondents. Consumers 35 years of age and under stated a preference for social media to receive healthcare marketing materials.”
While seeing telemarketing and bus ads at the bottom of the list isn’t a huge surprise, spotting mobile there is a bit of a shocker.
‘Knowledgeable’ Content Marketing Matters
It seems as though potential patients would rather see physicians have impressive vocabularies, which is true of their expectations of healthcare marketers, as well.
There’s more good news than bad.
According to the study HealthPayer Intelligence cites, there’s:
- The Good Words: knowledgeable, trustworthy, cost-effective, safe, helpful, accessible; “We treat the problem, not just the symptoms”; and “we will handle all insurance matters for you.” Light users of healthcare preferred “we will be there for you” and “we’ll save you money.” More frequent patients wanted to see “we are an expert in your particular health condition or disease.”
- The Bad Words: helpful, expert, innovative, sincere; “we have the best treatment”; “we understand what you’re going through”; and any words related to telling potential patients to live an active lifestyle. Consumers also weren’t interested in: “we know you’re scared” and “we will give you more independence.”
- And the Ugly Words: smart, risky, fun, daring and luxurious. The real surprise? “Your friends recommend us” tanked.
What do you think, healthcare marketers?
Please respond in the comments section below.
Related story: Healthcare Marketers Need to Tie Content to ROI