There is more data and insight available than ever before to help effectively market to the modern patient, but all of this data can be overwhelming. That’s why we created an infographic to help health care marketers better understand the profile of the modern patient.
Patients are more informed thanks to online tools and direct-to-consumer marketing. They are cost-conscious and seek a personalized patient experience. Despite the challenges these traits may bring, the modern patient is also clear about where they go for information and how they prefer to engage with brands. Marketers need to create content across platforms and plan campaigns that integrate video, social media, earned media and cost effective paid digital strategies (think pre-roll ads on YouTube, Spotify or Pandora).
It’s also important to consider that women make 80 percent of health care decisions for their families and are more likely to be the care givers when a family member falls ill. Whether you’re marketing prostate cancer treatment options or Alzheimer’s care for veterans, you’d be wise to target females and understand their role in the decision-making process.
When I look at this modern patient profile, I see a busy person that’s always on-the-go and continues to be bombarded with information. Brands that resonate have simplified their message, and then amplified it across multiple touchpoints.
Marketers must challenge themselves to get to the core of the brand message. Edit early and often, because at the end of the day, patients won’t recall the new surgeon that joined your health system or the litany of service lines you’ve crammed into a radio script. Fight for the brand. Fight for simplicity.
Use and learn from data to improve your marketing strategy or at a minimum to push back when facing internal pressures that have you going down a path that won’t resonate with the modern patient. I know it’s not easy, but even if you’re able to meet halfway and trim a 15-word billboard down to eight words, it’s a win – both as a marketing best practice but also a win for your brand experience.