Adaptation is Key to Success for Modern Healthcare Marketing

As with all industries, markets change – new products are developed and consumer behavior shifts – creating a need to adapt to the transitions in order to effectively engage consumers and cultivate customers. The healthcare industry is no exception to disruption and change. In fact, healthcare has been one of the industries undergoing the most amount of change recently.

In a Forbes article by John Greenfield and Kimberly A. Whitler, “The New World Of Healthcare Marketing: A Framework For Adaptation,” the authors indicate that the changes occurring in the healthcare market are largely consumer-driven as people are taking a more active role in their healthcare decisions.

What does this mean for marketers and healthcare organizations? It means that we have to adapt to the preferences of consumers and patients, otherwise they won’t stay. By creating products that are relevant and meet patient’s needs, as well as developing marketing strategies that connect with patient preferences, healthcare marketers will guarantee more satisfaction and retention.

The reasons for the changing healthcare landscape are highlighted below:

Demographics: The Baby Boomer generation is at the point in life where they are experiencing more chronic conditions and other health related issues. Many consumers still do not have health insurance, even though the U.S. spends more money on the healthcare industry than any other country.
Legislative: The healthcare system is adapting to the Affordable Care Act (ACA) legislation, which is aimed at improving access to healthcare, improve quality of healthcare and reducing costs.
Technology: Having increased access to healthcare information through the Internet and mobile applications is allowing consumers to be more informed and as a result, many are jumping at the chance to be able and improve their health, placing an emphasis on preventive measures.

There are also implications that healthcare providers must consider when examining the changing landscape and growth of healthcare consumerism:

Massive investments: Patient care is at the top of the list as healthcare organizations/providers are allocating large budgets towards technological advancements, such as patient record sharing and quality measurement reporting.
Changing business model: More physicians are leaving smaller private practices because larger healthcare systems have better ability to control costs, manage risks, have more IT advantages, eliminate more back office functions, and grant more reimbursements to physicians. There is also a shortage of physicians as more begin to retire and current medical students change professions (instead of becoming a physician). Thirty-nine percent of physicians under the age of forty-five have never worked in private practice.
New competitors: As the market continues to change, more start-ups and technology advancements emerge. Healthcare technology is booming and more sources, such as applications and wearable technologies, are being developed – adding fuel to the fire of healthcare consumerism.

When evaluating your own healthcare organization, healthcare marketers should consider the following elements:

Data: Analyze the data that currently exists and assess what data you will need in order to reach the population you are targeting.
Systems: Is your current system consumer-oriented? Evaluate consumer-driven data to be easily integrated in order to develop targeted strategies.
People: Consider marketers that are both consumer-knowledgeable and web/mobile experienced.
Processes: Analyze your sales processes. Measuring marketing tactics and gearing key metrics to focus more on the consumer acquisition, retention and satisfaction will ultimately lead to success.

What do you think are some of the most important concepts to keep in mind as the healthcare industry continues its shift into pay-for-value healthcare consumerism?

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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