Healthcare Marketing Do’s and Don’ts

Health care professionals often struggle to find the right balance between not seeming too greedy or commercial but attracting enough patients to pay overhead and still make a living wage. Some areas are easier than others, but brand leaders want their name associated with positive things no matter what health care sector a company is in.

Health care marketing has some different requirements than e-commerce marketing or industrial marketing. These companies serve humans, which comes with its own regulations and common sense requirements.

What Are the Challenges of Healthcare Marketing?

McKinsey recently took a look at the health care industry two years post-pandemic. They found that while there is still hope for innovation and continued growth in services, inflation and high consumer prices are stalling the recovery a bit.

Pre-COVID, the industry growth rate sat at 5%, but experts predict growth will rise to 6% through 2025. However, the figures don't consider unchecked rising prices that could continue. In addition to a struggling economy and the setbacks during the pandemic, companies must also navigate things such as:

HIPAA
Public perception of health care in general
Effective market segmentation

However, with a few do’s and don’ts, most companies can easily navigate the challenges and come out on the other side with excellent brand reputation and word-of-mouth marketing.

Health Care Marketing Do’s

The do’s in health care marketing might sometimes seem too obvious. Brands clearly want to send a strong message about their customer philosophy. How does the company treat patients? Why should they turn to one brand for their health care needs over another?

Here are some things marketers can do to stand out from the competition.

1. Analyze the Data

The key to excellent health care marketing starts with understanding the target audience for the brand. People who seek a chronic care management program differ from those who want a new primary care physician.

Health care is one area where marketers don’t always have the analytics needed to segment their audience the way they’d like. However, you can break down customer lists into categories if you collect the right data via surveys and internal data.

Once a brand perfects marketing to current clients, it’s time to branch into other areas of interest. Encourage existing customers to refer others by adding a referral program.

Analyze insurance data and any legalities you must abide by. For example, Medicare requires specific actions for compliance. Do you know what they are for the company?

2. Set S.M.A.R.T. Goals

Don’t just sit on the data and assume the marketing team knows what to do with it. Use the information to create buyer personas and checklists. If a brand wants its goals to lead to success, company leaders can follow the meaning of each letter of the S.M.A.R.T. acronym.

S - Specific. Set a goal that isn’t too big or too small but has a very narrow focus. Example: Increase patient outreach.
M - Measurable. The goal should have a number or some type of goal one can measure. Example: Increase patient outreach by 20%.
A - Achievable. Don’t choose lofty goals the team will fail to reach.
R - Realistic. Similar to “achievable,” the goal must be something the team can accomplish. Base the plan on what has happened in recent months and what the marketing team can do — don’t expect them to build new skills overnight.
T - Time-Based. Set a time frame so everyone stays focused. Example: Increase patient outreach by 20% by the end of Q2.

When a company writes out the best possible goals, it’ll have a clear plan for how to achieve marketing benchmarks. While health care marketing can be particularly challenging, having a set of clear goals helps any type of industry with promotional efforts.

3. Respect Patient Privacy

Never share a story of a patient’s care without their permission, even with their name removed. There may be people out there who recognize the situation and the company might also be in danger of violating HIPAA if marketers share inside stories.

Many already do not trust health care to look out for their best interests. If they see a brand showcasing patient stories, it could drive those who are private away from the practice rather than to it.

When the company does get someone’s permission to share their experience with the health care facility, it’s best to let them speak in their own words through a testimonial. This also shows the brand isn’t just sharing their data without them knowing.

Always add disclaimers and get signed documents to allow the brand to use their story for marketing purposes. Some people aren’t shy and will enjoy the limelight. Others are incredibly private and won’t want their story out there. Respect both personalities and protect those who keep information close to themselves.

4. Share a Unique Value Proposition (UVP)

What makes one health care business stand out from similar establishments in the area? The UVP is what makes a company unique. It’s the thing that drives leaders to do better. However, the best UVPs consider what patients care most about.

The best way to learn how to write a UVP is by studying examples of excellent UVPs others have already generated. Your clients might not care that a brand only hires doctors, nurses and technicians at the top of their class. However, if the marketing team presents it as the most experienced and talented team in the area, customers can see how such knowledge might benefit them.

Health Care Marketing Don’ts

There are a few things health care companies should shy away from when it comes to marketing. The last thing anyone wants is to alienate the very people they’re trying to attract to the brand.

Here are a few don’ts to help you avoid missteps along the marketing highway.

1. Don’t Try to Be Funny

Humor varies from individual to individual. What one person thinks is hilarious, another may be offended by. Health care is a serious topic, particularly if it involves life-or-death situations.

It’s best just to stay away from jokes and puns. Even if a brand does them well, they might turn off some potential patients.

2. Don’t Constantly Toot Your Own Horn

Maybe the company is the best in a tri-state area. While it is good to include information on cutting-edge technologies, success stories and other info that shows a provider’s expertise, it isn’t good to constantly talk about how great one is.

People don’t like bragging. It may even make them distrust the company in some cases. The most recent Edelman Trust Barometer survey shows people are highly distrustful of the government and the media. At the moment, they trust businesses slightly more. However, 58% say they buy from brands that share their values.

One way for brands to show what they’re about is to let the patients do the talking. Ask happy customers to share their thoughts on social media and rate their doctor or hospital.

3. Don’t Violate HIPPA

Posting a photo without permission might violate HIPPA, especially if the attached story makes the treatment course clear. Get signed releases and statements for anything posted on social media. In addition, ensure patients understand how the marketing team plans to utilize any stories or photographers. Misunderstandings might damage a business’s reputation if an angry client takes to social media to complain about privacy violations.

Get Inspired by Competitors

Never copy the competition. However, pay attention to the marketing methods they employ and create even stronger ones to showcase the brand’s image. With a bit of creativity and some insight into consumer preferences, any health care business can grow its revenue and patient list.