Healthcare and The Empowered Patient

The Healthcare Environment with the Empowered Patient

Gone are the days of the cold and sterile healthcare model. Today’s patients are informed and pro-active. The information age has catapulted a generation of informed and empowered patients. With this knowledge in hand, patients are expecting and demanding more. To stay relevant in today’s market, healthcare brands need to infuse their product with a sense of community.

Lindsey Weintraub, a social media strategist for healthcare brand, wrote an informative and actionable article with eight tips on how healthcare brands can put this thought to practice:

8 Ways Sterilized Healthcare Brands Can Bring Back the Human Touch
Read more here. 

1. Tell Your Story

Why does your healthcare brand exist? Give people a background about who you are and what matters most to you. Communicate your mission and vision. Bring your brand story to life in a creative and authentic way for people to get to know you. Think about how filmmakers introduce the audience to the main character and do character development. When you know the essential humanness of a person you feel empathy. You have a reason to root for the hero/heroine. Even when you don’t even like the hero/heroine you find yourself supporting them. See how far humanity can take you?

2. Work With the Persona In Mind

Create all patient facing content with personas in mind. This helps the brand stay focused on the target audience. It also helps align marketing with overall company goals and keeps messaging relevant, meaningful, and valuable. For example, if you are trying to reach people who are between 50 and 60 years of age, you can safely assume rap musicians aren’t likely to resonate with them.

3. Speak the Patient’s Language

If you don’t speak specifically to the patient, you risk creating an unreadable patient website or blog. Leave out the jargon and technical speak. By speaking the language of the patient, you are showing you understand and care about the patient. When it comes to understanding, a picture is worth a thousand words. Infographics, videos, animations, and other visual mediums are perfect for communicating complex information in an easily digestible format.

4. Invite Patients To Be Part Of Your Brand

Let consumers contribute to the brand story by giving them the opportunity to share their personal stories and experiences with your product or service. This can be done through a brand-owned landing page where necessary steps are taken to ensure compliance. Personal stories are inspirational and provide powerful social proof. It shows the brand cares about the people who use their products/services.

5. Avoid Stock Imagery

Stock photos can be generic and are usually not the best representation of the brand. When possible try to use original imagery. This yields exclusive rights to the visuals and prevents other brands (especially in your space) from having the same look. Original photography also lends credibility and gives a feeling of authenticity. If you faked the main pictures on your website with stock photography, what else are you faking?

6. Listen

Respond to consumers in offline and online communications whenever possible. It’s not always easy, but it’s imperative for healthy customer relationships. And ignoring consumers doesn’t solve the problem either; it just means they’ll go somewhere else to vent their grievances. This creates bad word of mouth and negative brand associations. Social listening and other methods of consumer research can help you better understand your customers and how to serve them.

7. Support Patients Beyond The Product and Product Support

Engage patients in a total care approach with valuable content designed for all stages of the patient life cycle. The digital medium provides ample opportunity to create meaningful experiences at multiple brand touch points. You can provide valuable patient education and inspire patients to live a healthier life. Create brand and product awareness, generate interest, and equip patients with the knowledge and confidence they need to make decisions about their health care.

8. Make The Benefit Abundantly Clear

The brand value proposition should be obvious. People shouldn’t have to dig around to figure out what they’re looking at. Try this exercise: imagine your current website without any of the text on it. Would anyone have a clue what you’re selling? If not, you may want to make it more clear what business you’re in. Hint: think benefits. The product may be a medical device, but what you’re really selling is quality of life, healing, peace of mind, comfort, restored ability, etc.

This new healthcare economy requires that the brands show their human side. These very simple steps are the starting point for stripping the corporate suit off and making communication with the consumer genuine.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content and drive future growth for our clients. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Online Marketing in Healthcare

Online Marketing in Today's Healthcare Environment

“The most influential are the most helpful.”

This is especially true for healthcare providers. If you want to become a leading source that patients turn to online, you have to be helpful, answering their concerns as quickly as they’re asked and easing their fears. If you want patients to become more informed, then inform them! http://www.fathomdelivers.com/blog/healthcare/patient-engagement-in-healthcare-what-is-online-marketings-role/

We live in a world that allows us both access to others and access to information. This shift has had a major impact on the way healthcare (and other such organizations) have to market their product. Engaging in authentic and helpful dialogue with their patients will help promote their brand and provide an essential service.

Why is patient engagement so important? How does this affect our healthcare system? Can this shift lead to improvements across the entire healthcare system?

The statistics are overwhelming and do seem to speak for themselves:

  • 83% of Americans don’t follow treatment plans given by their doctors exactly as prescribed
  • 42% of Americans feel they would be more likely to follow their prescribed treatment plans if they received encouragement and coaching from their doctors between visits

Patient engagement is a matter of life and death. According to a 2009 Kaiser study of coordinated cardiac care:

  • Patients have an 88% reduced risk of dying of a cardiac-related cause when enrolled within 90 days of a heart attack, compared to those not in the program
  • Clinical care teams reduced overall mortality by 76% and cardiac mortality by 73%

Building a healthcare system based on support, care coordination, and engagement of patients is how we can reform our population-based mode of care and truly provide personalized medicine. Through continuous patient engagement we can learn how to improve care for the individual.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Hospital Branding and Color

Hospital Branding: The Power of Color

The commercial world has grabbed hold of the idea of branding and owning a color. The color theory is often an overlooked area of design. To present it in the simplest term you can divide color into two groups- warm or cool. Warm colors- i.e. red and yellow- are bold, inspiring, energetic, and enterprising. On the other hand the cool colors- i.e. blue and green- are more calm, peaceful, and reserved. This is important when it comes to branding, not just on an emotional level but also on a practical one.

For a hospital or healthcare system to effectively ‘own’ a color gives it an enormous competitive edge, achieving instant recognition. When color branding is done right, just the color can evoke that hospital without the use of a logo or a name. Now that is powerful!

For example; Dan Dunlop, an audience engagement expert, talks about his experience at Sacred Heart Hospital in Pensacola, Florida:

“Purple is powerful, and they [Sacred Heart Hospital] have embraced it as their corporate color and the hallmark of their graphic identity… You can’t underestimate the value of this consistent visual representation of the brand.”

Read more: http://thehealthcaremarketer.wordpress.com/2014/03/10/hospital-branding-with-color-2/

Do you have any personal experience with a hospital branding with color? How integrated is their color within the everyday life of the hospital? I would love to hear your comments and thoughts below!

Segmenting the Hospital World to Maximize Your Opportunity

Marketing to Hospitals and Healthcare Organizations: Segmenting the Hospital World to Maximize Your Opportunity


When marketing and selling to hospitals or healthcare providers today, understanding the sweet spot for targeting and maximizing your sales funnel is critical.

It is kind of like fishing. Knowing which ponds, which fish and which bait they like increases your odds of catching fish.

For example:

  • Of the 5010 community hospitals, roughly 7 out of 10 are under 200 beds
  • There are approximately 195,000 internal medicine, family practitioners
  • Approximately 79,000 are owned by hospitals as of 2012
  • Hospitals are losing on average $100,000 per owned primary care physician practice
  • Primary care physicians average about 2,100 patients per practice. They are working harder and making less money.

Understanding these targeting insights can make the difference of a successful sales program and coming up empty. A client recently client reviewed their segmentation strategy, which netted out to one market segment worth about 90 targeted prospects. After translating the market analytics, we expanded their targeting to nine different segments and over 3,000 prospects.

In short, we have a long history of consistently meeting and exceeding our healthcare clients’ marketing goals. We know healthcare, which means we can translate your product or service features to benefits that resonate with healthcare professionals.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

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