The patient experience is evolving.
Consumers have more choices and more information than ever
before. And, they know their power—if your organization doesn't meet their
needs, they will take their business elsewhere. Fast.
Here are three things to remember when planning your
marketing strategy for 2022.
Convenience is king
According to McKinsey & Company, telehealth usage has stabilized at
38 times its pre-pandemic levels.
Telehealth is here to stay. Why? Because it's convenient and efficient,
and that's exactly what healthcare consumers are looking for in 2022.
To match their desire, market convenience as your strength. For example:
- 24/7 availability
- Live care online chat
- Physician access via email and text
- Retail healthcare services
- Seamless digital experiences
- Walk-in appointments
Let your customers know what you offer, and how it can make their healthcare
more convenient for them.
Digital-first does not mean digital-only
Paid social, paid search, SEO, and social media are critical forms of
digital advertising. And, although platforms like TikTok are effective for
reaching Gen Z, direct mail still works.
An integrated marketing plan that combines traditional and digital communication
will yield better results than one that leans too far in either direction.
Trust matters—a lot
Consumers are spending their own money on healthcare and making their
own decisions. They have more options and more providers vying to be among
them. To get to the top of a consumer's (search engine) list, you need to earn
Build social proof through digital review and rating sites, patient testimonials
and physician interviews. Expand brand awareness, community involvement and your
overall social media presence.
And plan to think outside the box in 2022. Healthcare organizations will
need to be ready to explore new ways to resonate with consumers.
The future is personal
No matter how you choose to capture your patients' attention in 2022,
make sure you focus on them. Consumers expect increased personalization
throughout their user journeys, from customized patient portals and website
experiences to appointment reminders and follow-ups.
will put consumer needs first in 2022. We can help you tailor your messaging to
highlight convenience and trust across all your marketing channels. Contact CMG Health
Marketing to get started.