Before we launch into a new year filled with new goals, ambitions, and marketing trends, I’d like to pause and reflect on the most helpful expert advice of 2022.
I’ve compiled some of our most significant posts here, so you can easily reference them as you move into 2023.
All Consuming Consumerism: Major Shifts & Important Personas
This past year, we covered healthcare consumerism from nearly every angle. That’s because some profound shifts that happened this year affect how we market to target audiences.
In fact, the first blog post I’d like to share focuses on exactly how consumerism has changed the five Ps of marketing: product, price, promotion, place and people. It’s truly a patient-first era, and you’ll need to understand what that means if you want to compete in this marketplace.
Along with a general look at consumerism, we also dialed down into some of the major consumer personas you’ll want to target: women, wellness consumers, and affluent healthcare consumers.
For example, did you know that women make 90 percent of all healthcare decisions? Yet 66% feel largely misunderstood by marketers.
In a single post, we share eight tips on effectively attracting, engaging, and converting this highly influential audience, starting with practical strategies for getting to know them better.
Do you own a business in the wellness industry? Here’s another demographic that deserves attention, as they’re scouring the internet for trustworthy information about products and services.
To help you engage wellness consumers, draw them to your website, turn them into qualified leads, and nurture them into customers, we provide a detailed Wellness Marketing Guide that includes a snapshot of some of the best wellness brands today.
Healthcare consumers have come to expect highly personalized experiences thanks to efforts and innovations from luxury retail and consumer brands. So we decided to focus on upscale consumers, who pay out-of-pocket for expensive medical products or services.
Read 12 Tips for Marketing to Affluent Consumers in Healthcare to improve your marketing to these individuals and sell more premium products and services within your hospital or organization.
Generational Marketing Matters
Another major theme we kept going back to in 2022 was generational marketing to groups like Gen X and Seniors.
With over 125 billion dollars in purchasing power and increasing responsibility for their aging family members, Generation X is quickly becoming the dominant voice in healthcare.
So we took the time to share how to market to this group and win their business and loyalty. The goal? To help you build a bigger, more loyal Gen X customer base for life.
Did you know that today’s U.S. adults age 50 and older are the healthiest, wealthiest, and most active generation in history?
Our blog post on how to reach seniors includes
- Updated best practices
- New strategies
- The latest statistics and insights on this large and influential demographic
A Serious Focus on Social
Are you leveraging the power of paid social advertising to meet your business objectives? You might have missed our blog post on seven ways to increase consumer engagement using social media.
If you haven’t taken advantage of advertising on Facebook and Instagram or can’t convince stakeholders to do it, you’ll want to read the four reasons we believe it’s essential for healthcare businesses to do just that.
Back to Basics: It’s never too late to brush up on the fundamentals
As marketers and advertisers, we know the value of learning the basics.
In 2022, we shared many blog posts focused on helping our clients get started with tactics like programmatic advertising, Google Business Profile, and Geofencing, to name a few.
For example, if you don’t know what programmatic advertising is, you’ll appreciate our beginner’s guide, which includes nine tips on how to get started.
Google Business Profile
This handy blog post on Google Business Profile is the best way to learn how to claim your own profile and make the most out of it to gain healthcare consumers.
Finally, we end our “back to basics” mention with an easy-to-read primer on geofencing. If you’re unfamiliar with geofencing, it’s the best way to
- Target high-value healthcare consumers in your local community with special promotions to increase brand awareness and foot traffic.
- Hyper-target and persuade high-value patients in and around your competitor’s offices.
- Drive traffic to your convention booth by promoting raffles, live demos, or giveaways to attendees.
Market to Doctors? Catch Up on Our 4-Part Series
There’s healthcare marketing. And then there’s marketing to doctors – a whole different approach in which we have over 20 years of experience.
Because this is such a vast topic, we developed a 4-part series that covers
- Lead generation that works
- How to define your doctor audience
- How to create content just for doctors – the kind they want and need.
- And, how to promote and publish content just for doctors – featuring a bonus section on valuable tips for email marketing to doctors.
How Can We Best Help You in 2023?
Thank you for reading, learning, and growing along with us this year. We look forward to bringing you more high-quality content and valuable insights about healthcare marketing and advertising in 2023.
Please let us know if you’d like to learn more about a particular topic or are looking for specific marketing resources.