Innovative marketing practices are the objective of each market; However, sometimes, it is essential to consider not what new marketing tactics will be influential, but how it can take advantage of existing marketing practices to solve larger commercial challenges. Within the health space, marketing can now be used to increase consciousness and acquire new patients; It can be a main driver for continuous patient withholding and even a tool to improve patient results.
Marketing does not stop with the acquisition. On the other hand, marketing specialists should use marketing communications to continue to nurture patients throughout their health trip.
According to a recent presentation of Salesforce, marketing specialists are beginning to change their tactics to this life cycle approach, where marketing materials address customer needs through all stages of the sales funnel. But there is still a lot of work to do. One of the greatest lost opportunities is that health marketing departments work with operational and clinical equipment to ensure that all communications are clear, maintain a consistent brand message and lead towards the improvement of the patient’s general experience. This not only includes marketing materials but also programming, billing communications, treatment information, etc.
Medical care marketing also has a significantly without exploiting potential in patient education. Although blogs and social content are sometimes used to share general health information, most of the information used in marketing materials is generic, little to resonate or inform patients in a significant way. On the other hand, marketing channels can serve as a resource for patients and provide a deeper education of the patient on specific diagnoses or treatment options. Up to this point, NIH recently published an article about doctors can use social networks to share specific conditioning information with patients. Patient education through marketing channels not only helps patients to better understand their diagnosis and treatment options, but also could improve their adhesion and treatment results.
An example is the use of patient education in specialized fields such as physiotherapy (PT). Even today, there is still extensive confusion about the application of PT as part of a larger integrated clinical route. Most patients see a physiotherapist at the end of the treatment, after surgery or a more intensive treatment plan. However, the data has shown that seeing a physiotherapist as the first stop in a care path can improve real results and reduce costs for the patient. It is crucial information like this that patients are simply receiving. Patient education does not have to be general. On the other hand, marketing departments can take advantage of customization opportunities to talk to patients to ensure that the information they receive is really convincing and shocking.
Beyond the patient’s participation, medical references remain one of the most important drivers of organizational growth. However, sometimes, medical care organizations erroneously assume that doctors who refer to doctors fully understand the services they offer. This is not the case. Medical care marketing must play an active role in the education of reference doctors about their evolutionary services offers. For example, many doctors are not fully aware of the benefits of physiotherapy, especially in relation to well -being and prevention. Through supplier education, marketing specialists can better improve reference medical relationships and also ensure that patients receive correct services at the right time.
Medical care marketing is no longer just for acquisitions. Medical care organizations that adapt to the evolutionary role of marketing in their commercial practices will begin to establish themselves as confidence in the health trips of their patients and will reap both clinicular and operational.
Image: Stock.xchng User Ilco
Meg Dietzel, Marketing Director of Confluent Health, is a dynamic leader that drives the growth of Confluent Health, equipped with extensive experience that entrusts military leadership and corporate strategy. Known for developing and executing innovative marketing strategies, it stands out in amplifying the presence of the market and forging strong medical care associations. In the center of your work there is a deeply rooted capacity to navigate complex environments and spearhead initiatives that feed growth and solidify the competitive advantage. Its history includes senior leadership positions in Patterson Dental and the United States Air Force. Meg’s commitment to operational excellence and strategic marketing is reflected in its supervision of expansive marketing operations of Confluent Health, aligning more than 50 brands under a unified and effective strategy to go to the market. Its authentic and inclusive leadership style fosters a culture of innovation and collaboration. His prospective vision for medical care promotes confluent health as industry leader, raising the MSK industry through stronger care, empowered suppliers and lasting relationships.
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