Innovative marketing practices are the goal of every marketer. However, sometimes, it is important to consider which new marketing strategies are impactful, but how you can leverage existing marketing practices to solve larger business challenges. Within the healthcare field, marketing can now be used to raise awareness and acquire new patients more. It may be the main driver of sustained retention and even a tool to improve patient outcomes.
Marketing will not stop acquisitions. Instead, marketers should use marketing communications to continue nurturing patients through their entire healthcare journey.
According to a recent Salesforce speech, marketers began to shift their strategies to this lifecycle approach, where marketing materials meet customer needs through all stages of the sales channel. But there is still a lot of work to be done. One of the biggest missed opportunities is the healthcare marketing department working with operations and clinical teams to ensure all communication is clear, consistent brand information is maintained, and efforts are made to enhance the overall patient experience. This includes not only marketing materials, but also scheduling, billing communications, treatment information, etc.
Healthcare marketing also has huge untapped potential in patient education. While blogs and social content are sometimes used to share general health information, most of the information used in marketing materials is universal and almost meaninglessly resonates with or informs the patient. Instead, marketing channels can serve as a resource for patients and provide a deeper patient education about specific diagnostic or treatment options. So far, NIH recently published an article on how clinicians use social media to share information about reliable conditions with patients. Patient education through marketing channels can not only help patients better understand their diagnostic and treatment options, but also improve their treatment adherence and outcomes.
One example is the use of patient education in specialized areas such as physical therapy (PT). Even today, PT is still widely confused as part of a larger comprehensive clinical pathway. Most patients see a physical therapist at the end of treatment – surgery or a more in-depth treatment plan. However, the data prove that viewing a physical therapist as the first stop in the pathway to care can actually improve outcomes and reduce patient costs. Critical information like this makes it unavailable for patients. Patient education does not have to be average. Instead, marketing departments can use personalized opportunities to talk to patients to ensure that the information they receive is actually compelling and impactful.
In addition to patient participation, physician referral remains one of the most important drivers of organizational growth. However, sometimes, the healthcare agency mistakenly believes that the referral doctor is fully aware of the services they provide. This is not usually the case. Healthcare marketing must play an active role in educating its evolving service offerings. For example, many doctors do not fully understand the benefits of physical therapy, especially related to health and prevention. Through provider education, marketers can better enhance reference physician relationships and ensure patients receive the right service at the right time.
Healthcare marketing is no longer just for acquisitions. Healthcare organizations adapting to the evolving role of marketing in their business practices will begin to become trusted partners in patient health travel and reap clinical and operational benefits.
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Meg Dietzel, Chief Marketing Officer at Confluent Health, is a dynamic leader that drives the growth of Confluent Health with extensive experience covering military leadership and corporate strategy. She is known for developing and executing innovative marketing strategies, and she excels in expanding market presence and building strong healthcare partnerships. At the heart of her work is a deep ability to drive complex environments and spearhead initiatives to fuel growth and consolidate competitive advantage. Her records include senior leadership positions in Patterson Dental and the U.S. Air Force. Meg's commitment to operational excellence and strategic marketing is reflected in her oversight of Confluent Health's extensive marketing business, bringing more than 50 brands in a unified, effective listing strategy. Her authentic and inclusive leadership style cultivates a culture of innovation and collaboration. Her forward-looking vision for healthcare blends industry leaders to enhance the MSK industry with stronger care, empowered providers and lasting relationships.
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