With the consumers having control, awareness, and tools to influence their healthcare decisions, the providers must formulate experiences that inform delight and spark an emotional connection.
FREMONT, CA: Healthcare being more consumerized than ever; patients want access to relevant, personalized information and services by simply tapping a screen or clicking a mouse. As the healthcare landscape is changing, so is the landscape of healthcare marketing. The business model policy changes and technological innovations backed by a digital-first population are massively influencing how often the providers engage their audiences.
Marketing throughout the patient journey
Traditionally, healthcare marketing focused on acquiring or re-acquiring patients for individual episodic events and point-of-care treatment. And this approach provides a limited view of how a patient navigates their healthcare journey. Instead, there is an urgent need to shift the thought process. Healthcare starts with patients and engages them as active participants in their journey from research through the delivery of care and beyond.
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Removing Friction after Acquisition
Marketers are aware that finding a provider is only a single step in a person's healthcare journey. That is why leading providers are implementing ways to ensure patients can get the care and ancillary services they need, when they need them, and as painlessly as possible. It is a matter of removing friction from the patient's experience.
