With all the things that hospital leadership and healthcare marketing executives have on their plates and keeping them up at night, here’s a new one. And unfortunately, it’s out of one’s control, and no exceptions are allowed.
With the economic shift from a product and service economy to an experience economy, providers are at a clear disadvantage by continuing to market like it is the 1990s. Now that being said, it’s not all providers, but the vast majority.
Being paid for the production of care in the fee-for-service model is a product and service approach to healthcare. Though the payment mechanism is changing, little has changed in provider marketing.
A vast majority of healthcare providers still taking product marketing features approach. Notice that I did not say features and benefits marketing. Providers only go halfway choosing features or warm fuzzy improbable benefits but not both in their marketing. I have yet to see a provider or provider system provide me with compelling reasons on the advantages of using them. It’s no wonder then that little differentiation exists in the market resulting in provider marketing that is not sticky.
Nobody remembers the advertisements. But the healthcare and patient remember what they saw on social media or the Internet. The healthcare consumer is talking and searching for healthcare information to learn and make choices.
Welcome to the experience economy, where the experience of care trumps the products and services of care.
Time for a change.
To grow and thrive in the experience economy while all else is in flames around the hospital or health system, it means moving from traditional marketing to experiential marketing that addresses needs of and meets the experience expectations of the healthcare consumer and patient.
Making provider marketing sticky is all about the care experience and engagement of the person on a very personal level. And given the multitude of ways, one of the most efficient will be social media.
Here are ten new marketing rules in an experience economy for making provider marketing stickier:
1. Understand fully and comprehensively the healthcare consumer and person experience. With over 147 touch-points for the customer and patient experience with a hospital. It’s vital in the experience economy that marketing understands what information they are seeking, and deliver it to them at the right experience touch-point with the right call-to-action.
2. Content is king. Make it memorable. It’s how you drive engagement through effective and compelling storytelling around the experience of care, not the how of the care. From the website to Facebook, Instagram, Pinterest, Periscope, etc., focus on the experience. Be visual. Be compelling.
3. Identify and work with the leading influencers. Providers need community influencers to amplify the message through social media. Encourage user generated content.
4. Develop testimonials about the experience of care and engagement from patients and healthcare consumers.
5. Integrate and communicate the value of the brand, key brand messages and brand promise across all channels.
6. Use social media and SEO to amplify your message. Influencer’s and patients providing testimonials need to complete online reviews to raise your placement in Google and other search engine results.
7. Integrate the information and experience across all channels and platforms that consumer will use- desktop, smartphone or tablet for a seamless experience. No disconnects. The healthcare consumer moves freely between all three devices expecting the same experience across all three.
8. Traditional marketing needs to focus more on the price, outcomes, experience and drive engagement. No more buildings, smiling doctors, shiny new equipment.
9. Teach employees how to use their social media channels to amplify the provider.
10. Show the healthcare organization that marketing today is no longer about transactions but value. Transactions will come after the value is understood.
There is no escaping or slowing down the experience economy as it overtakes healthcare.
Michael is a healthcare marketing business, marketing, and communications strategist and thought leader. As an internationally followed healthcare marketing strategy blogger, his blog, Healthcare Marketing Matters receives over 20,000 page views a month and read in 52 countries. He is a Fellow, American College of Healthcare Executives, Professional Certified Marketer, American Marketing Association and HubSpot Academy- Email Marketing, Inbound Marketing & Inbound Sales Certified. Post opinions are my own.
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