Saturday, November 29, 2014

Communicating the value of the healthcare enterprise- yes or no?

With healthcare changing so rapidly, is it time to move healthcare marketing beyond "all about us”, to the value and benefit brought to the healthcare consumer.  Unless you are a new provider in the market, features and benefits or vague claims of quality and excellence may be falling on deaf ears.

In today's world, it's about value, benefit, price and convenience to the healthcare consumer.
                                                                                
In today's world, it's about the answering the healthcare consumer’s question of what is my ROI for using you?

In today's world, you need to have a compelling value proposition with messaging that provides clear and understandable benefits to the healthcare consumer.

Enter Value Marketing

Value marketing is making the case to your healthcare consumer how you are solving their medical problem, offering a solution, giving results and even making them happy.   

Value marketing is about a creative exchange between people and organizations in the marketplace.  It is a dynamic transaction that constantly changes based on the needs of the individual compared to what the healthcare organization has to offer.

So instead of talking about what is done every day, talk about what the value and benefit is of what transpires.

Instead of talking about programs and serves that everybody else has, talk about the value and benefits those same programs and services and what they bring to the healthcare consumer, i.e., outcomes, price, experience and convenience.

Instead of saying we have the latest high-tech gizmo, talk about the value and benefit of what that latest greatest high-tech gizmo brings to the healthcare consumer.

Instead of just talking about Healthgrades or 100 Top Hospitals awards for care for example, talk to your healthcare consumer about the value and benefit of that award by putting context around the content.

Instead of talking at your audiences, talk to them.  Talk to them about value and how the healthcare enterprise can solve their health problem by offering value-based solutions to their healthcare needs.

 The healthcare consumer is awakening and demanding more.  More proof.  More value.  More benefit for them, not the healthcare enterprise.

No comments: