Pillars of Healthcare Marketing:
Building A Strong Foundation
PILLAR 1 (in a series of four pillars): At the core of healthcare marketing lies a framework that encapsulates the essential elements that will guide your marketing efforts and provide a solid base for decision-making and campaign planning. Defining your company mission, building your brand identity, and developing your online presence are essential elements in your marketing blueprint. The foundation of your marketing strategy must be strong before tactical marketing can be maximized.
BRAND IDENTITY
Healthcare branding transcends crafting mere logos and taglines. It’s developing a distinct identity and influencing how patients and community perceive your organization. It’s about fostering trust and delivering exceptional experiences. Your brand represents a deep connection between your organization’s mission, values, patients. In the build phase, your organization will home in on your value propositions, practice standards and where your organization sits in the competitive landscape.
TENETS OF BUILDING YOUR BRAND MAY INCLUDE:
- CLEAR IDENTITY: Cultivate a unique brand identity that resonates with patients, embodying the purpose and values of your organization.
- TRUST & COMPASSION: Foster trust through high-quality care and compassionate interactions.
- PATIENT-CENTRIC APPROACH: Place patient well-being, quality care, and community engagement at the forefront.
- INNOVATION: Demonstrate relevance by adapting to new techniques, advances and addressing the ever-changing needs of patients.
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78% of healthcare marketers prioritize brand building.1
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Awareness of brand promise is crucial to building patient trust.
PRACTICE DIFFERENTIATORS
Consumers are savvier and more empowered when it comes to researching healthcare options and self-referring. This is particularly relevant when it comes to elective procedures that are growth areas and profit centers for many practices. Effective healthcare marketing relies on identifying and promoting unique practice differentiators.
What sets your healthcare organization apart from competitors?
Whether it’s specialized treatment options, advanced technology, exceptional patient care, or a particular medical specialty, understanding and communicating these strengths is integral to attracting patients and branding your organization as the go-to healthcare provider in your area of expertise.
Recognizing and highlighting practice differentiators establishes:
VISIBILITY: WEBSITE
Healthcare organizations must consider their online presence a priority. Whether your website is a first or last stop along the patient journey, its importance cannot be understated. More than a calling card, your website is a vital source of information for current and prospective patients: providing round the clock accessibility, builds credibility and trust, and enhances patient experience and engagement.
A HIPAA-compliant website will follow best practices related to forms, payment options, telemedicine and more to maintain security and privacy controls around patient data. Additional hallmarks of an effective healthcare website include:
- Easy-to-navigate
- Responsive and mobile friendly
- Helpful content about your practice and services
- Appointment scheduling
- Testimonials and patient reviews
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50% of patients say digital ruins the entire experience with that provider.2
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65% of patients will switch providers fro a better digital patient experience.3
GOAL SETTING
Setting effective marketing goals requires careful consideration of various factors such as:
- BUSINESS OBJECTIVES: Whether the goal is to increase sales, expand market share, build brand awareness, or promote a new specialty, marketing goals should support the overall mission and vision of your organization.
- TARGET AUDIENCE: Consider demographics, psychographics, behaviors, and preferences of your target audiences to tailor messaging that resonates with them and drives desired actions.
- MEASURABILITY: Define your Key Performance Indicators (KPIs) to track progress of your campaigns.
- RESOURCE ALLOCATION: Consider budget, personnel, technology, and time to ensure goals are feasible with the right internal or external support needed for goal attainment.
1. https://radioadvisory.advisory.com/130
2. https://www.mediapost.com/publications/article/393724/are-local-pharmacies-the-new-doctors-offices.html
3. https://media.market.us/wearable-medical-devices-statistics/
This article highlights the first of four pillars that support thoughtful marketing tactics of thriving healthcare organizations.
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