Healthcare organizations―payer, provider, and pharma―must keep pace with their customers. They can no longer rely on market share dominance, legacy brand preference or regulatory protections. Success in a transformative landscape requires marketing leaders to reexamine strategic imperatives, anticipate ‘what’s coming next’ and deftly navigate a fast moving set of obstacles and opportunities to capture customer mind-share.
In 2019, five themes will guide healthcare marketing:
- Data Personalization
- Digital Transformation
- Customer Experience
- Health Inertia
- Modern Marketing
For some of these themes, such as customer experience, data personalization, and digital transformation the clock is ticking. Slow-moving companies risk losing significant ground as competitors advance along the direct-to-consumer digital marketing maturity curve. From a consumer perspective, leveraging data to better understand how people view their health in order to create personal, emotion-based content is critical to influences health decision-making.
Trusted healthcare brands need to reach and connect with every customer wherever they are in their healthcare journey—there’s nothing more fundamental, more personal, or more valuable than an individual’s health. Modern marketing, online or offline, is powerless without an ability to move an audience to action.
The complete article in CMO.com can be found here:
5 Themes That Will Drive Healthcare Marketing In 2019