NEW YORK--(BUSINESS WIRE)--The healthcare industry is experiencing a digital evolution. Emerging technologies from telehealth to AI are impacting healthcare delivery and patient engagement and tech start-ups are increasing the competition. Healthcare marketers need to adapt to this new environment and shift their priorities as the space continues to transform. Affect, a public relations and social media agency specializing in technology, healthcare and professional services today released a guide to navigating major trends in healthcare marketing in 2018.
“It’s an exciting time to work in healthcare – in the past year alone, we’ve seen innovations that have dramatically advanced healthcare delivery and the patient experience,” said Melissa Baratta, senior vice president and healthcare practice lead, Affect. “Technology is impacting every area of the industry, and healthcare marketers have the opportunity to better engage their audiences and position their brands as leaders in the space. This is the year to be fearless in leveraging new tech and social media to create engaging, immersive marketing campaigns, be bold with storytelling and make a real impact on the lives of patients and the organizations we represent.”
In order to understand where marketers are focused as the industry evolves, Affect spoke with a panel of senior healthcare executives from a range of organizations including Illumina, MDxHealth, Pfizer and Phoenix Children’s Hospital and identified the following priorities for healthcare marketers in 2018:
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Advanced Social Media to Increase Awareness & Loyalty: Marketers must leverage social media to go beyond simply sharing information and directly engage target audiences. Tools like video streaming (e.g., Facebook Live videos) are an important way to elevate communication, foster stronger relationships with patients, and drive engagement and word-of-mouth for your brand or organization. |
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Highly Customized Content + Promotion: Creating compelling, customized content is a top priority for all marketers, but it’s sometimes easier said than done. Marketers need to identify and understand their audience, including the types of content they consume and where they consume it, to ensure that it gets noticed and drives engagement. A strong content marketing strategy is also key, including earned, paid and social media. The healthcare industry spends the least on paid media, and that needs to change in 2018. Sponsored content will be an important vehicle next year – not only does it enable control of message and highly targeted reach, it has metrics built in, so it can more accurately tie PR efforts back to business results. |
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Creative Media Relations: Nearly everyone on Affect’s executive panel said that PR efforts have been more challenging over the last year given the political climate and news cycle, and there’s ongoing pressure to do more with less in a competitive and saturated media environment. Keeping up-to-date on industry news and trends is the best way to break into those news stories and pitch the right storylines to get noticed. |
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Emerging Tech Campaigns: Emerging tech is being used by healthcare organizations across the industry, but not often by healthcare marketers. Whether it’s giving the tradeshow booth a “wow factor,” or using VR to give tours of facilities or immersive product experiences, even just dipping your toes into emerging tech can greatly increase patient engagement or B2B marketing programs. |
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Business-Oriented Metrics: Tying PR and marketing efforts more closely to business/financial metrics was listed as a top priority for Affect’s executive panel, yet this important exercise often falls to the wayside when it comes time for execution. This is the year to make it a priority. When setting metrics and KPIs, it’s critical to consider what truly matters to your organization and c-suite and measure accordingly. |
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To get more insights from Affect’s executive panel as well as additional best practices for building a healthcare marketing plan in 2018, download Affect’s full report: http://www.affect.com/wp-content/uploads/2017/11/Affect_Healthcare_White_Paper.pdf
About Affect
Affect is a public relations and social media firm with office in New York and Boston. Established in 2002, the company specializes in technology, healthcare and professional services. Affect employs a results-driven approach to communications, crafting one-of-a-kind programs to help clients achieve their business goals. As year-round strategic counsel, or a single project resource, Affect leverages its creative talent, unique experience and forward-thinking insights to achieve the precise results that clients seek. For more information, web: www.affect.com; blog: www.techaffect.com; Twitter: @teamaffect.
