Biz Tips: Best Growth Marketing Tactics for Healthcare Administrators

Biz Tips: Best Growth Marketing Tactics for Healthcare Administrators


Best Growth Marketing Tactics for Healthcare Administrators

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Perhaps one of the primary reasons healthcare marketing is so challenging is that the industry itself is an ever-evolving entity, and therefore marketing for it requires even more adjustment and reassessment than other industries.

Additionally, healthcare is notorious for lagging not only in embracing new technologies, but also in the digital trends that marks modern marketing. The reality is studies reveal that those within healthcare use antiquated forms of marketing at higher rates than other industries, and are often either behind in their digital marketing strategy or lack one entirely.

Thus, healthcare administrators would do well to ensure they’re implementing the best possible strategies and planning methods so that their organization is poised to benefit from solid marketing practices and, as a result, thrive.

Recognize the Growth of the Market

In a lot ways, this one fact should be the foundational piece behind the marketing efforts of administrators: it’s the reality that business can be booming.

This year Ralph Orlowski pointed out for The Atlantic that, “For the first time in history, health care has surpassed manufacturing and retail, the most significant job engines of the 20th century, to become the largest source of jobs in the U.S.”

Healthcare as a whole is expanding, but there are a lot of areas in which healthcare is not excelling at customer or patient relations, and marketers would do well to combat those preconceived notions head-on.

When the University of Cincinnati assessed patient experience they found, “Poor communication, long wait times and a lack of empathy are several factors known to contribute to poor patient experiences.” Additionally, they wrote customer satisfaction in general typically lies at a 63 on a 0–100 point scale.

The key to smart healthcare marketing strategies is to recognize that the customer base is growing, but a lot of the time that also means there’s a growing base of individuals struggling to feel good about the providers they select.

Showcase New Technologies

Because healthcare is often conservative in its adoption of new technologies, showcasing those that have been adopted is a surefire way for marketers to produce interest in their organization. Novel ways of solving old problems are often also highly conducive to attracting customers you have never been able to attract before.

Marketers should be quick to use campaigns to highlight how they can equipt patients in fresh ways to actively participate in care and problem-solving.

For example, Arizona State University overviewed how technology has begun to promote health and wellness, and how it has fostered better communication between patients and providers; they noted a whopping 96 percent of health app users believe the technology is improving their lives and 86 percent of providers believe apps and wearables allow them to be more informed of patients conditions.

That type of technology-oriented data can positively impact every future patient on a daily basis, and marketers would do well to demonstrate that reality.

Emphasize Data Security

Healthcare experiences twice the number of cyberattacks of any other industry. The fact that healthcare organizations frequently lack adequate cybersecurity measures, the inevitable sensitive nature of the information and the fact that information stolen is often difficult to track make the industry a prime target.

Healthcare management experts are quick to point out that data should be used to make better decisions, both economically and in the interest of patient care. But if that data ends up in the wrong hands, all the good it does is likely void.

What this means is that marketers should not only be working to counter the idea that providers can be untrustworthy, but that they also need to be communicating how their organizations securing patient data.

Focus on Social Investment

Given the challenge healthcare marketing has of showcasing their commitment to always putting the patient first, it is especially valuable for healthcare organizations to demonstrate a clear involvement in the wellbeing of communities as a whole.

This is especially important as millennials continually hold more of the buying power within the marketplace. As Marissa Peretz wrote for Forbes, “Want to engage millennials? Try corporate social responsibility.”

Indeed, studies show that socially responsible conduct in healthcare is also a strategic market move. And the wonderful thing about it is healthcare provides a natural platform to do so.

According to the business experts at Rutgers University, “In addition to thriving in competitive markets and profiting financially, companies are including their social and environmental impact in their full cost of doing business. Social ventures enable corporations to become more socially responsible which can result in promoting a positive brand image and increased customer loyalty.”

Marketers pursuing growth need to tap into the current cultural attitude towards social responsibility and highlight how their organizations are benefiting the community they operate within. Marketing endeavors should always be about more than how fast patients can be seen, and how knowledgeable providers are. Obviously, those things matter, but the edge comes by communicating things beyond the basics of healthcare.

Encourage Active Participation By Patients

Unfortunately, there is a continual conversation amongst those within the healthcare industry, the media, and patients about the trustworthiness of healthcare providers. There is a tension given the relationship between healthcare services and profit.

A study by the New England Journal of Medicine found that the reputation of medical providers is at a decline, with Americans the least likely to trust their doctors.

Healthcare marketers must take this into consideration, and must strategically use their platform to showcase why patients who choose their organization are choosing a trustworthy provider. One of the most effective ways to do this is to create a culture that invites patients to become active, informed participants in their own healthcare.

The challenge for healthcare administrators tasked with marketing is not the growth of the industry or customer base itself, it’s instead generating their own specific growth marketing, and by extension the conversions needed for survival.

Healthcare marketers truly do face a unique set of challenges unparalleled in other industries. Healthcare is such a vital and often-emotionally charged area of life, there’s a constant need to not only showcase organizational strengths, but to firstly combat public fears and misconceptions.

Thus, growth marketing done successfully in the industry is always at its core a carefully orchestrated balancing act. There are few consumer decisions in life more weighty than that of where to spend their healthcare resources. But with attention paid to the right details, growth marketing will occur alongside the industry’s own impressive growth.

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Best Growth Marketing Tactics for Healthcare Administrators was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by highlighting and responding to this story.

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