What makes your hospital or medical practice stand out from the crowd when it comes to patient acquisition? Given the rise of healthcare consumerism, traditional tactics — billboards, ads and direct mail campaigns — are falling short. And with innovative disruptors like CVS Health, Amazon, Google and Apple entering the fray, healthcare providers need to up their healthcare marketing game to attract new patients and retain existing ones.Read More
Insights on Today's Healthcare Consumer
Charles Darwin once wrote, “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” He may have been referring to evolution in nature, but with the rise of healthcare consumerism, hospitals, medical practices and other health systems need to evolve too — especially when it comes to patient acquisition.Read More
It started on January 1, 2011 — the day that the first Baby Boomers turned 65. Every day since, approximately 10,000 more have joined the ranks of senior Americans. That’s more than 53 million aging adults in need of healthcare, but connecting with them is another story. How can healthcare organizations improve patient acquisition and engagement among Baby Boomers and the Silent Generation?Read More
When the Pew Research Center first surveyed mobile phone ownership in 2011, only 35% of Americans owned a smartphone. But in less than a decade, the share of Americans that own a smartphone has climbed to 77% — rivaling desktop or laptop computer ownership. Additionally, 53% also own tablet computers.
With all of that in mind, is your patient acquisition strategy built to reach today’s very mobile healthcare consumers?Read More
All too often, hospitals and medical practices rely on sterile healthcare marketing campaigns. Some highlight cutting-edge technology or specialist expertise—which is good for potential patients to know, of course, but not terribly inspiring. Others take a one-size-fits-all approach—based on demographics or a shared diagnosis, for example—that fails to deliver the desired engagement.
These tactics may have worked in the past, but today’s healthcare consumers have different expectations. It’s time to get personal.Read More
Up to 77 percent of consumers are interested in telemedicine, yet fewer than 20 percent have actually done so. From the provider side, the main roadblock has been a lack of reimbursement for virtual care.Read More
Have you noticed the latest Snickers advertising campaign? The brand is introducing new flavors aligned with personality traits. Indecisive? Choose Snickers Salty & Sweet. Irritable? Try Snickers Espresso for a quick boost. Wimpy? Spice up your attitude with a Snickers Fiery.
The campaign just started in June, so its effectiveness remains to be seen, but the behavioral science behind the marketing is sound. And for hospitals, specialist clinics, medical practices, and other healthcare-related organizations, the use of psychographic segmentation—classifying consumers based on how they think, feel, and act—can help strengthen patient loyalty in healthcare.Read More