Brandon Chuang, VP, strategic development, 2e Creative
If you consider the maturing millennial market for healthcare, audience engagement is becoming more challenging by the minute. In response, the need for understanding has risen to critical levels. Market audits should be done; preliminary positioning drafted and tested; audience targeting should be vetted; and driver assessments created. And that’s just to ensure your brand is on point prior to engaging with audiences.
Literally every brand in the world, not just healthcare, is vying for audience attention. It’s why today’s marketers must leverage any and all information related to their industry, segment, target, and brand to the absolute hilt. To be honest, it’s challenging but not impossible (though some agencies may tell you differently): Find exactly what your audience wants, find exactly where they spend their time, and deliver. Also, Snapchat.
Lyndi Hirsch, SVP, strategy, Everyday Health
Once brand goals and targets have been clearly defined, the first step is identifying content opportunities that align with patient platform preference. If the goal is behavior modification, daily tips, quizzes, or in-depth health assessments posted on the brand site or a partner site or delivered through newsletters are effective.
Offering patient education content that can be distributed at the office visit supports adherence, and including the healthcare provider audience affords a 360-degree approach. To achieve brand goals, the best content strategy is one that is tested and optimized on an ongoing basis to keep the experience fresh.
Hooriya Hussain, integrated campaign lead, Audacity
Beautiful content no longer satisfies HCP’s. Exposed to a plethora of ads, subtly crafted around HIPAA and FDA regulations, audiences see right through the brands.
All healthcare marketers must curate a narrative with a purpose. Try storifying company values, like using tales of the brand’s origin, in compelling creative to build a strong presence in the eyes of your potential customers.
Brands must develop a social media presence. Use platforms to humanize and show proactivity in thought leadership by creating blog posts, checklists, infographics, eBooks, and whitepapers that offer client delight solutions. Ensuring all-star delivery of content is key. Optimizing it for mobile can make all the difference in email opens or form sign ups.
Michael Maher, adjunct professor of digital strategy, Syracuse University, and associate director, career development, Yale School of Management
As consumers take greater control of their healthcare, patients and HCPs are seeking valuable, relevant, and accurate health information. For healthcare marketers this is an opportunity to employ content marketing strategies that provide value to customers by building brand trust, creating engagement, and facilitating content sharing.
How do healthcare marketers develop and promote relevant content? First, they need to understand customer needs by building deep insights through primary research, syndicated sources, and behavioral analysis. Next, they need to develop content that meets their needs — such as video — and supports brand objectives. Lastly, promote the content in media where customers will engage and share.
Look how effectively Philips’ video content marketing recast their image into a leading healthcare technology brand. Such rich content opportunities await many healthcare brands.