What makes marketing in the medical IT field unique? Who are the movers and shakers? What is working and what is the trend? Where can I learn more? In this month’s Health IT Marketing Summary, we’ve decided to bring together marketing experts to explain what’s going on in the New Year. This is what we found.
The talent war has new implications for those who will grow their health tech PR and marketing teams in 2022. The challenge for employers is to find new ways to attract, retain and motivate their teams. Today, many people work remotely, making it even more difficult to maintain high employee engagement. Being in the technical field makes me want to rely on digital tools.
The advice from Gallup, a leader in employee engagement, is to focus on relationships in the workplace. What are you doing to foster personal connections? Give team members the opportunity to connect with each other and avoid using technology in place of real human connections. The war for talent involves winning the hearts and hearts of your people.
2022 will be a year in which healthcare organizations will deepen their efforts to (re) regain the hearts of current and future patients. Traditional marketing techniques (common email newsletters, cold calls, unwanted text messages) are not comparable to the endless ocean of false information on social media. Clinicians continually reassess care and treatment plans based on the strength of the patient’s response. Healthcare marketing is no exception. Throw away your playbook, think like a consumer, and gain flexibility with a data-driven feedback loop that allows you to modify your course in near real time.
Health IT marketing teams waste event budgets for meetings and exhibitions. But even as we get back to what happened, I think there is a new focus and continued growth in our digital marketing strategy. Many medical IT marketing teams have recognized the power of digital campaigns, from growing sales pipelines to marketing attribution capabilities. It’s a crowded space where we work, but this year we’re bringing continuous testing of digital marketing across multiple channels.
With intensifying competition and integration, healthcare systems will become more creative in their position as service lines and digital medical services. All paths lead to patient involvement out of the pandemic, and technology is the next generation of competitive differentiation. More healthcare systems will promote technology solutions that advance goals such as improved care, especially as they relate to access and health equity. There is an increasing tendency for technology vendors to work closely with healthcare systems in guiding strategic communication to the local market about the value of solutions, focusing on indicators related to improving care and reducing costs. increase.
Healthcare has traditionally lags behind other segments when it comes to innovations in the way we work. Tools for effective digital marketing practices have existed for quite some time, but with pandemics, the industry has made great strides in realizing digital value in healthcare. This is linked to the ongoing tendency of health care consumers to conduct more independent research and find the resources they need to understand their health care options. We have seen this develop dramatically in the field of clinical trials. Patients are employed in research much more often through social media and search advertising, compared to traditional means of referrals and leaflets to doctors in hospital waiting rooms. Many of the studies I have been working on have recruited thousands of patients, in some cases, entirely through social media. Entering 2022, COVID and consumer-empowering health headwinds will continue to drive this digital revolution in how healthcare marketing is implemented.
During the pandemic, health fairness emerged as an important topic. We believe that the editorial focus will continue to be on medical initiatives aimed at equitably supporting all patients, whether at home, rural or disabled. Medical IT vendors may also feel additional pressure to enhance patient personalization, communication, and educational support due to new patient expectations for digital engagement.
I see the following in the deck for marketing professionals working in a B2B environment:
- From marketing automation to account-based marketing, we continue to transform the use of new technologies to optimize marketing initiatives and improve lead management and the overall sales experience.
- Adapt to the demands of business professionals (and consumers) to enhance privacy protection and data management. Privacy protection implemented in Canada and the United Kingdom will skyrocket in the United States over the next few years, and digital advertisers will need to change their tactics to succeed (for example, first-party data to collect information). Includes implementation and zero-party data collection) For prospects to continue to provide relevant promotional messages).
- Finer-tuned content with the following focus: Storytelling (positioning decision makers as “heroes” rather than solutions). Personalization (providing content related to the role of decision makers, business units, and addressing their unique challenges); and simplicity.
- Expand hybrid events to meet the needs of audiences who want to return to face-to-face networking, as well as those who want to remain virtually engaged.
Even if the worst part of the pandemic is in the rear-view mirror, we need to embrace ways in which COVID changes permanently and advances our approach to medical technology and healthcare marketing. Although some face-to-face meetings will resume, sales teams may have less access to clinicians, managers, and executives than they did before the pandemic. This trend will amplify the already growing hunger for investment in digital marketing. In addition, as the medical market is increasingly focusing on practical data to improve patient care, marketers are leveraging more advanced tools that utilize the data to make outsourcing decisions and more. Promote good results.
Over the last two years, the pandemic-led news cycle has been busy and the media situation has changed significantly, especially when it comes to marketing thought leadership to frontline health care and life sciences journalists. Covers COVID related news. In short, it’s more important than ever to focus on best practices for ensuring thought leadership-led interviews and placement of bylines. Example: 1) Remember that the value of news is of utmost importance. Do not market any press releases to your important media contacts. Otherwise, you may not be able to open the next email with the most important and up-to-date news. 2) It is also important to connect what companies do with larger industry trends, such as artificial intelligence, natural language processing, and solutions to problems such as data overload and pre-approval. 3) A customer champion who can tell stories and have peer-to-peer conversations with a focus on “I have used this product / solution to improve indicators and results, but you can do that too” Having it is more important than ever. 4) Finally, don’t be afraid to be controversial or provocative. For example, I recently saw a quote from a healthcare system executive predicting that “nothing will change because of a pandemic.” I haven’t decided what I think about that prediction yet, but I’m sure I haven’t forgotten it. In a sense, nothing has changed when it comes to running a strong thinking leadership-led PR program. And in a way, everything has changed.
Healthcare marketers use all the right channels available to share key messages with prospects, as a significant percentage of their target audience works from home and tends to be distracting. You need to be more agile than ever with your marketing approach. This includes optimizing for search engines while ensuring that your website’s content tells the right story. Meet potential buyers at virtual, face-to-face, or hybrid events and related online communities. And we carry out both traditional and non-traditional public relations activities. Supporting positive reviews is very important. Marketers need to build relationships with KOL to help their clients become brand ambassadors. We also expect to accelerate the adoption of AIML (artificial intelligence and machine learning) for more effective data-driven analytics to quickly optimize and personalize campaigns.
As pandemic management and control continue to advance, healthcare marketers will choose face-to-face meetings, workshops, and events as their primary marketing channel. The transition to virtual during a pandemic was necessary to maintain continuity and presence, but returns weren’t as important as live events. Look for increased opportunities to gather and support event-based marketing initiatives. In terms of digital marketing, social media will continue to play a dominant role in the marketing and communication strategies of all healthcare organizations. Due to its responsiveness, ability to shape conversations, and accessibility of social media channels, digital marketing creates a growing foundation for participants and supporters, reflecting the ongoing procession towards consumerization of healthcare. continue.
Dorit Baxter, Chief Marketing Officer, Connect America
Pandemics have created a long-awaited increase in the adoption of digital transformation and technology in healthcare, which has also created more informed health care technology buyers. From payers to large healthcare systems to small groups of doctors, everything is getting smarter about the nuances of the underlying technologies and solutions. There are not enough solution providers to talk only about AI or the next “glossy object”. Healthcare organizations only work with people who show proven results from both a care and cost perspective and show how to implement without friction and how to deal with the fatigue of point solutions.
Forecast 1: As new competitors enter the market and consumers move to other providers and sources of care, we anticipate significant fluctuations between healthcare brands.
Prediction 2: After a temporary suspension of branding investment, healthcare organizations seek to regain trust or gain the trust of new consumers. What makes sense is a new and desirable brand attribute.
Prediction 3: Marketers establish campaign strategies for healthcare service delivery bottlenecks: supply chain shortages, labor shortages, and large volumes of ER.
Providers Adopt Influencer Marketing – More and more providers, whether TikTok, Instagram or Facebook, are successful in influencer marketing. Doctors who become celebrities on the Internet are often booked for months. This trend is underpinned by telemedicine, which allows healthcare professionals to see patients outside their geographic area. As healthcare becomes more and more consumed, a new form for more providers to attract both patients and fresh talent, especially in the light of the aforementioned labor shortages faced by local providers. You will make strategic investments in social media as an engagement.
https://www.healthitanswers.net/health-it-marketing-predictions/ Medical IT Marketing Forecast-Medical IT Answers