Kindred Healthcare: 5 Key Things That Make Their Marketing Tick
One of the best ways to improve our healthcare marketing is to go beyond the theoretical. Seeing what brands are actually doing well acts as a springboard for a better approach.
Kindred Healthcare has a lot of real-world insights to offer. This truly massive organization, which offers post-acute, rehab, hospice and home care services across nearly 3,000 locations, is making the most of digital and traditional marketing channels.
Kindred has steep marketing challenges to overcome. Their approach to meeting these challenges will inspire your own healthcare brand – whether it’s large or small.
How are they connecting with their target audience in a time of so much confusion and overwhelming healthcare jargon?
Let’s take a look! Continue Reading…
To succeed, marketing messages must resonate with those making buying decisions. This is a fundamental truth and achieving this will maximize ROI on your marketing investment and sales. Unfortunately, some healthcare marketers are overlooking it.
The past few years have thrust patients into the spotlight. As they take more control of their health, many are disappointed when healthcare information designed for patients neglect their needs.
Healthcare brands that recognize patients as equal partners in the quest for favorable health outcomes, and provide them the resources they need to make sound decisions, will stand out moving forward.
How can brands do it better?
Where do they go wrong?
Keep reading to find out. Continue Reading…
We’ve all seen the TV commercials. The sun is shining. The actors are outside enjoying it, smiling, gardening, maybe going on a family bike ride or spending time with the dog. Someone mentions how depressed they used to be…until he or she started taking the pill being advertised.
These incredibly positive healthcare commercials–with joyful scenes, uplifting music, and promises of a better life–have become so common that they’re being parodied on shows like Saturday Night Live.
What started in pharmaceuticals has made its way to hospitals and clinics as well. It’s completely understandable why we want to connect with people on that level. An upbeat message is inspirational.
But is it always the best approach for your marketing? Is it ever possible to go too far with the positivity–to the point it creates unrealistic expectations and patronizes patients with serious health conditions?
Let’s talk about why it’s not always beneficial view the world through rose-colored glasses.
Healthcare is nothing if not constantly changing.
Incredible technological innovations are revolutionizing the way we prevent, diagnose, and treat illnesses. Wearable devices are empowering us to take control of our wellness like never before. Tools like mobile apps and social media platforms are changing how patients and brands connect.
How will healthcare marketers respond to these upheavals in 2018? Continue Reading…
Social media is one of the most exciting marketing opportunities for healthcare brands today. Unfortunately, it’s often misunderstood.
As audiences become increasingly fragmented across digital channels, social media offers the perfect chance to form communities. It isn’t just for tech-savvy millennials anymore; middle-aged and elderly adults are some of social media’s fastest-growing demographics.
People are engaging these platforms to talk about everything ranging from what they had for lunch to important topics like finances, relationships, and health.
How can we healthcare marketers make it work for us?
By pulling out the key insights from brands who are already doing it well. Continue Reading…
The moment when someone chooses you for their healthcare needs is key. But it’s easy to overlook all the other interactions that led up to that.
With a decision as complex as healthcare, it usually takes numerous interactions for someone to get there. The better you can understand all of these touch points–even if they seem minor–the better you can connect with your audience and present yourself as the best choice.
By creating a map that outlines the typical customer journey and assessing how well you’re handling every interaction.
Let’s dive in!
Every day is an endless competition for your precious attention.
Thanks to smartphones and the Internet, it’s easier than ever for us to distract ourselves. Marketers in every niche are throwing big money at attracting as many eyeballs as they can. That explains why we see an average of over 600 marketing messages a day.
This puts healthcare marketers in a difficult spot. We can’t stop marketing and trust our audiences to find us on their own. On the other hand, we can’t bombard people with annoying, pushy messaging without putting them off completely.
Within this challenge lies an incredible opportunity: content marketing. Strategic content can help marketers strike the right balance. Instead of blowing through budgets and fighting for attention, you can earn it by creating positive experiences.
Healthcare marketing is full of excitement these days. With so many digital tools and platforms available–and new ones popping up every day–there are more ways than ever to communicate with your target audience.
As always, the challenge is to get the right message to the right people, at the right time. But the sheer number of options out there have made this more complex.
This trend will only continue as we grow more comfortable with digital interactions. By 2020, we’ll manage a whopping 85 percent of our relationships without talking to a single human!
People expect convenience, responsiveness, and, most importantly, choice. They want to communicate with businesses however and whenever they wish.
The solution, then, is to meet those expectations by opening multiple communication channels. Continue Reading…
Many healthcare marketers are focused on appealing to millennials. Yet there’s an equally important, and often overlooked demographic: senior citizens.
Increased life expectancy, along with the massive number of baby boomers sliding into the senior demographic, will make this a crucial demographic for many years. The U.S. Census Bureau predicts that, by 2030, Americans over 65 will account for over 20 percent of the total population. That’s almost double the amount than in the year 2000!
Unfortunately, with so many people living longer, their chances of developing a chronic health condition increases. There’s simply more time for conditions to develop. Aging baby boomers will have to contend with plenty of doctor and hospital visits over the next few decades.
Figuring out how to reach these people in a meaningful way is paramount to many healthcare marketers’ success. Continue Reading…
Something had to change.
Tired of skyrocketing premiums, co-pays and endless mounds of paperwork and confusion, healthcare customers are demanding something different.
The result: a fundamental change to the healthcare model.
It all started with the insurers and worked its way down. Instead of reimbursing providers for the quantity of services, many have started to reimburse based on the value of healthcare provided.
This value-based model has already shown a lot of promise in reducing costs and helping people get the healthcare they need.
It also has huge implications for your marketing. Continue Reading…