It is extremely common for individuals to seek healthcare
provision outside of what their employers have to offer. People are doing their own research, and
picking and choosing. The result from
this new behavior is US healthcare companies having to truly learn consumer
need, create products that are relevant to those needs, and tailor marketing
campaigns to appeal to consumers. This was not always the case, as healthcare
companies did not have to worry about securing customers for the future.
Yesterday’s customers were always tomorrow’s customers as well. Now, healthcare marketers must listen as well
as adapt to current needs in order to make themselves relevant.
So, why has healthcare changed to a more consumer-driven
industry? The U.S. demographic is a
large contributor. Not only do more
people have an entitlement mentality, but healthcare issues are more pronounced
for the Baby-Boomer generation, and the U.S. outspends all other countries in
healthcare. Another contributor is the
Affordable Care Act (ACA). The
healthcare system is adapting to this change as the ACA aims to provide quality
healthcare for all as well as reduce costs.
Providers can be reimbursed based on patient satisfaction as well as
medical outcomes, so there is much more incentive for them. The third contributor to a more
consumer-driven healthcare industry is technology. Consumers are becoming more and more informed
as information is easily available with the Internet and mobile apps. People
can research treatments, outcomes, and interact with other patients on their
experiences.
So, how can healthcare marketers be sure they are on the right
track? First of all, they must ask
themselves about their data. Do they
have the right amount of data needed in order to reach the consumers they are
going after? If not, what data needs to
be acquired? Second of all, what systems are in place? Is there a proper
infrastructure that allows them to access their data and use it to create firm
relationships? Thirdly, is their marketing team where it needs to be? The team
should be made up of knowledgable consumer marketers with good experience. Last but not least, they must assess their current
processes. Has the sales process recently changed? Are the current marketing
tactics measurable? What are the main metrics?
They must change in order to acquire and retain consumers as well as
keep them satisfied.
