2018 will be a year of continued disruption in healthcare marketing.
The leaders will be the health systems that take a “consumer-centric” approach to engagement, similar to the way Amazon and other successful retailers identify consumer needs. Healthcare will leverage big-data like never before to understand the people they serve in a whole new manner. Looking at purchasing trends, subscriptions to health clubs, understanding on-line presence and delivering highly personalized content that is timely and relevant to the individual’s needs will be the key to success. Consumers expect to be able to consume services when and where they want- and it all happens on the smartphone!
Health systems that create an engaging digital experience that includes tele-health, online coaching, symptom and risk assessments, and online appointments delivered in a “mobile-first” manner will win the day.
Health systems need to think about marketing beyond the walls of the hospital. Admissions are dropping nationally as more and more consumers weigh the cost of care and look elsewhere for their health needs. Connecting consumers with high-quality, cost effective care means understanding the individual needs of the consumer and how or where we want to be served. Healthcare focused on access, cost transparency and seamless delivery of services will rule the day.
To accomplish this, a greater emphasis on digital tools will be needed. Physicians are already beyond capacity so tools that help “scale” a provider’s ability to understand a patient’s health, and meet their needs faster and more cost effectively will be key. Telehealth should be on every health systems radar! Many are evaluating it, but those that embrace it will win the business of employer groups that are looking for more efficient, and less expensive ways to serve their employees. With health premiums rising annually at 10-15% on average, new more innovative care delivery methods must become an option.
Finally, in 2018 a very strong social media strategy will be critical to healthcare marketing. Thinking beyond the website and leveraging Channels like Facebook and Twitter facilitate much greater and more targeted engagement with consumers. Consumer-centric personalization of interactive content, targeting the right consumer at the right time is how Amazon is winning retail.
Healthcare leaders will follow this formula in 2018.