Healthcare is a big industry: we’re human, and everyone needs care. However, as marketers, we often forget to use the human connection to our advantage when talking about doctors, diseases, and treatment facilities. Instead, we simply state the facts we think our target audience needs to know. Healthcare marketing needs to be more than that if it’s going to appeal to a community as a whole. In fact, healthcare marketers could take some tips from content marketing to help drive engagement and increase access to quality care care for all.
Founder and CEO of Social Deviant Marc Landsberg addressed this year’s Lions Health festival of creativity in Cannes, declaring that health is the singularly most human thing in existence. He pointed out, “As marketers we often don’t talk about it in a very human way.”
Instead, we produce social communications similar to the FDA-issued example of a “good” branded tweet Landsberg showed the audience: “NoFocus (rememberine HCI) for mild to moderate memory loss may cause seizures in patients with a seizure disorder.”
“That is not a very human tweet,” he noted. “But it’s representative of the kind of content that gets produced over and over and over again as we step up the boundary of regulation, and as we step back again – because we don’t think human enough.”
Human thinking – that’s us. We need to think as our true selves and produce the content that makes us (and our target audience) want to respond. Content marketing is about helping people, sidestepping the big sell, engaging an audience with something relevant and useful, and doing it often. Producing content that fits between your values and their needs is the kind of content we need as we market healthcare.
Oftentimes when you think of healthcare marketing, you don’t remember bold, daring campaigns. But the truth is that with a little bit of risk and whole lot of heart, healthcare marketing could consist of big campaigns that we remember. If insurance companies can push boundaries – and profit from it – with entertaining campaigns, why can’t health care?
Instead of focusing on the latest, cutting-edge technology or expertise available at the hospital, we should be following up on our promises in communications with actual experiences. Baby Boomers are reaching retirement age and frequenting the doctor’s office, yet Pesky Whipper-Snappers respond to a different message and want proof that the message matches the product.
We have to start looking at what our target audiences respond to and how they feel about our hospitals, doctors, treatment, and care. And we have to share a human connection with them. Otherwise, the ever-expanding marketplace will overrun us with competitors. For a look at a few steps you can do as a healthcare marketer to catch up, visit ChiefMarketer.com.