Healthcare marketing is about delivering relevant information through a range of integrated communication channels. It’s essential that healthcare messaging is communicated consistently through various mediums using a combination of words and images. It’s a complex, multi-channel environment.
healthcare channels
Top 10 insights about healthcare channels
1. Website – can successfully capture content that communicates different messages to patients, carers and healthcare professionals, on one platform, though clever design and carefully planned user journeys
2. Mobile apps – there are more than 50,000 health apps to choose from; they provide patient control, encouraging self-care, support for mental health, fitness and well-being.
3. Direct mail – can be the simplest, attention grabbing communication for time poor GPs. The use of personalised postcards for example can get a campaign noticed and won’t break the budget.
4. Digital signage – through the use of patient information screens essential information can be clearly delivered in high quality and topical messages can be refreshed at any time.
5. Social media – can play a significant role in personalised healthcare marketing; social media can humanise a healthcare organisation giving it an interactive conversation with both patients and healthcare professionals.
6. Text messaging – a powerful way to convey complex messages in just a few characters in easy-to-understand language with a clear call to action and links to useful self-help videos.
7. Webinars – help healthcare professionals and patients learn useful insights, often in 30 minute packages hosted by one or two thought leaders or expert presenters, they can be live and interactive.
8. Patient brochures – still have a valuable place in communicating information about treatments and conditions; they also have the versatility to be electronic and so downloadable to pass on more easily.
9. GP events – give GPs an opportunity to learn directly alongside like-minded peers, sessions can be interactive designed to improve growing educational needs.
10. Patient forums – are an offline activity that should not be dismissed; they are useful for patients to discuss conditions and services and this can actively encourage stronger relationships.
Whatever the channel, it must be appropriate to the whole healthcare community including carers, patients, professionals and hospitals. Healthcare channels need to become more integrated and more focused on the individual’s personal needs. What about your healthcare marketing? Share your thoughts below or on Twitter.
